1) The document discusses the relationship between identity and social networking in the enterprise, noting that identity communities see relationships as key while collaboration communities see identity as key.
2) It explores how profiles on enterprise social network sites relate to identity, noting gaps around how profiles are used, attributes, privacy, and implications of mixing personal and enterprise profiles.
3) Use case scenarios show how social roles and community participation can augment traditional enterprise identity information to provide a more complete picture of an employee.
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1. Mike Gotta Principal Analyst Collaboration and Content Strategies mgotta@burtongroup.com http://mikeg.typepad.com Alice Wang Director Burton Group awang@burtongroup.com Use Cases Driving Identity in Enterprise 2.0: The Consumerization of ITMonday, July 27, 2009
2. Similar Concepts, Different Meanings Enterprise 2.0 & Consumerization of IT On being here to talk about socialtools and applications in front ofan identity audience: Same terms, same topics – butdifferent understandings and context? re: Web 2.0 and Enterprise 2.0… How did we get here? 2
3. Intermingling Of Tribal Beliefs Each community believes that it has discovered fire… Identity community discovers that: “it’s all about relationships” (Blakley, 2008) Collaboration community discovers that: “it’s all about identity” Both groups are coming to realize that: Identity and relationships are the two sides of the social networking coin 3
4. The Web 2.0 Perspective Why now? Web 2.0 Network (Web) as platform Consuming and remixing data Architecture of participation “Social Web” “Open Stack” (Chris Messina, David Recordon, Joseph Smarr) 4 = = Source: The Open, Social Web Workshop http://www.slideshare.net/factoryjoe/the-open-social-web-workshop
5. The Enterprise 2.0 Perspective Why now? Enterprise 2.0 (2006, McAfee) Social software Emergence mechanisms: Patterns and structure inherent in people's interactions to become visible Platform environments: Contributions and interactions are globally visible and persistent over time Social Network Sites (2007, boyd and Ellison) Profile Social graph Ability to view profiles and traverse connections http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html 5
14. 8 Consumerization Of (Enterprise) IT Gap: Social Web Standards Missing For Social Enterprise Enterprise 2.0 Social Network Site Source: The Open, Social Web Workshop http://www.slideshare.net/factoryjoe/the-open-social-web-workshop
15. 9 Profiles = Social Identities Or Identity? Gap: Enterprise is focused on social network site & profiles Recommendations, testimonials, rankings… Projects, hobbies, interests, communities, expertise… Integration & Synchronization Services HR & Learning Management Systems Approved Thirdy-party Systems Identity Management Systems (e.g., Directory) Profile Repository Project Management Systems Collaboration & Content Management Systems
16. 10 Field Study: Enterprise Social Networking Gap: The profile discussion is disconnected from identity Why should employees create a profile? How many profiles should employees have? What attributes (and data) comprises a profile? How much information should be shared? With whom? How accurate are employee profiles over time? What happens to the profile when employees leave? What are the implications when “Social Web” profiles (identities) are co-mingled with enterprise employee profiles (identities)? Where’s the identity assurance? Lotus Notes and LinkedIn example Microsoft Outlook, Xobni, and Facebook example What about social roles and social identities? Social Network Site example
38. Social profiles, social graphs, and social applications enable employees to construct identity facets to suit their own needs
39. IdM teams need to be closely involved with social networking initiatives
40. Identity management (IdM) systems need to better handle “social identity” claimsSource: Burton Group survey (6/15/2009, 551 respondents, 394 for this question).
50. 18 The Cautionary Tale: Dell Dell Outlet: Employees Use Of External Social Sites Twitter for business Last December, the companygenerated over $1 million inrevenue through @delloutlet byposting special offers and alsonurturing customer relationshipson Twitter. Today Dell reportedover $2 million in sales through its popular @delloutlet presence.@delloutlet currently boasts close to 625,000 followersseeking exclusive dealsavailable only on themicro community. http://www.briansolis.com/2009/06/delloutlet-cultivates-2-million-on-twitter/ Is this really Dell?
51. 19 The Cautionary Tale: Aetna Aetna on Twitter … maybe? Is this really Aetna? Some people think so…
52. The Cautionary Tale Social Network Analysis: In The Hands Of Everyone? 20 Source: IBM
53. The Cautionary Tale Social Network Analysis: In The Hands Of Everyone? 21 Source: SAP
62. Prior experiences Community Equity: Reputation as being “opinionated” Refer to: http://mikeg.typepad.com/perceptions/2009/07/relationships-and-identity-two-sides-of-the-social-networking-coin.html http://mikeg.typepad.com/perceptions/2009/07/part-2---relationships-and-identity-two-sides-of-the-social-networking-coin.html
71. Prior experiences Community Equity: Reputation based on Profile indicates experienced subject matter expert But peer reputation still swayed by perception of being “opinionated”
72. 24 Use Case Scenarios “Best Practices Wiki” & Social Roles: “WikiGardener” Edit/Create Page Over Time Editor History Page Contributors RecordsManagement Article Page Discussion Page Community
73. 25 Use Case Scenarios “Marketing Forum” & Social Roles: Forum post bymarketing employee Bi-directional Tie(replied to) One-way Tie (no reply)
74. 26 Use Case Scenarios “Product Development Forum” & Social Roles: Forum post byproduct strategyemployee Bi-directional Tie(replied to) One-way Tie (no reply)
75. 27 Use Case Scenarios “Community Equity” & Social Roles: 3. Marketing leadershipsubscribes to those tagsand learn about Mary’sblog 5. Mary’s blog points to herProfile where they learn abouther expertise and participationin other communities, includingthe Marketing forum – perceptionof Mary changes tag 2. They tag posts in a variety of ways includingmarketing_ideas and marketing_issues 4. Some in Marketingsubscribe directly toMary’s blog 1. Mary’s blog entries grab the attention of product strategists tag Mary’s Blog
84. Prior experiences Community Equity: Reputation based on Profile indicates experienced subject matter expert Peer reputation becomes much more positive based on Mary’sparticipation and contributions