Organizations can improve how employees connect to co-workers by understanding the influence design has on participation within social platforms. This session examines key social networking building blocks and how design practices should accommodate multiple networking strategies as employees seek to mobilize their connections to satisfy different work and professional needs.Attendees will gain a better understanding of social networking technology found within social platforms; insight to the cultural aspects of social networks, and how social networking strategies help people cultivate relationships and build social capital they can later leverage to achieve work and professional goals. Presented at E2.0 Boston June 2012. This version of the deck puts builds on separate slides to display properly on Slideshare.

1. Design Considerations For Enterprise Social
Networks: Identity, Graphs, Streams & Social
Objects
Michael Gotta
Senior Technology Solutions Manager
Social Collaboration, Cisco
mikeg.typepad.com (personal blog)
@MikeGotta (Twitter)
© 2012 Cisco and/or its affiliates. All rights reserved.
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1

2. Business Value Organizational
Value
 Expertise location  Engagement and
 Exception handling community building
 Process cycle time  Talent discovery
 Project coordination  Social learning
 Information sharing &  Onboarding new hires
collaboration  Knowledge transfer
Social
 Innovation Networks  Participatory culture
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

3. Any Application Any Content / Site Any Device
(Internal / External) (Internal / External) (@Work or @Home)
Communications
“Social-enabled” Applications
Video & Unified
Enterprise Search
“E2.0”
Activity Streams
Social Tools Communities
(Blog, Wiki, Feeds, Tags, etc.)
Workspaces
“E1.0” Social Feedback
(Follow, Like, Comment, Share,
Suggest, Reputation) Forums
Common Metadata and Content Services
Services &
Deployment Profile & Social Graph
Models
Semantics & Analytics
Federation, Composition, Integration & Policy Services
Network, Infrastructure, Security & Management Services
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

4. Traditional Talked About
Way Projects Strategically But Not
Are Handled Executed Strategically
Critical Success Factors
Plan
• Research
Enterprise • Design Our Focus
Today
Build Social
• Governance
Networking
(ESN) • Change Management
Run • Adoption Practices
Resources released from “project” Resources committed to “program”
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4

5. “Social Network Site” as destination “Social in the context of my work”
Communities Information
Teams Processes
People
to
People
Conversations Enterprise
Social Projects
People Networking People
To to
Content Activity
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5

6. via Social Tools
Engagement
Gap
Culture of
People Participation
“Politics”
Lack of Job Clarity
Career Path Uncertainty
Layoffs, M&A, Benefits Reduction
No Sense of “Belonging” or Mission
etc etc etc etc etc etc
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6

7. Research & Design
Governance & Change Management
Adoption Practices
Agency
via Social Tools
Culture of
People Affordances Participation
Structure
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

8. Micro-level
Structure Agency
Observe “Tinker” Behavior “Belonging” Learn
Meso-level
Negotiate Organize Coordinate Motivate
Cooperate
Macro-level
Communicate Share Collaborate Act
Task
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8

9. Business Value Organizational
Value
 Expertise location  Employee
 Exception handling engagement
 Process cycle time  Talent discovery
 Project coordination  Social learning
 Information sharing &  Onboarding new hires
collaboration  Knowledge transfer
Social
 Innovation Networks  Participatory culture
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9

10. Business Value Personal & Network Organizational
Value Value
 Expertise location  Identity construction  Employee
 Exception handling engagement
 Sense of belonging
 Process cycle time and community  Talent discovery
 Project coordination  Ability to act  Social learning
 Information sharing &  Recognition (and  Onboarding new hires
collaboration reputation)  Knowledge transfer
 Innovation  Social capital accrual  Participatory culture
 Skills, competencies,
career advancement
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10

11. My Other
My “Enterprise Identity” Social Identities
Mike Gotta EMPLOYEE #
TITLE
DEPARTMENT
CONTACY INFO My Activities
REPORTINT CHAIN
JOB TITLE / ROLE Projects “Posts”
My “Claimed Identity”
My Social Feedback
EXPERTISE EDUCATION
INTERESTS SKILLS
HOBBIES PERSONAL TAGS
Assigned + Claimed + Performed + Recognized
“My Enterprise Identity” 11
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

12. My Enterprise Identity
Improve Innovation
Customer Jessica Savage
Community
Service JOB TITLE: CALL CENTER AGENT
Support EMPLOYEE #: 00124
Forum DEPARTMENT #: 015
HOBBIES: XXX, YYY, ZZZ
Personal
Blog
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12

13. Social Role
“Idea Person”
Social Role My Enterprise Identity
Improve Innovation “Answer Person” Jessica Savage
Customer Community
Service JOB TITLE: CALL CENTER AGENT
Support EMPLOYEE #: 00124
Forum DEPARTMENT #: 015
HOBBIES: XXX, YYY, ZZZ
“My Ideas”
Personal
“My Questions & Answers”
Blog
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13

14. Teams Communities
“Project-based” Ties Interest-based Ties
Corporate
Business Business Processes
Units Units Social Networks
Reporting-based Role-based Ties
Ties
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14

15. “Project-based” Ties Interest-based Ties
Social Networks
Reporting-based Role-based Ties
Ties
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15

16. Ask
Like
Question
Work
Poll Share
Item
Follow Comment
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16

17. Object + Data + Appropriation + Analytics
Work
Social Object
Item
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17

18. Mobilization of Identity
“My Network” Construction
Work
Social Object
Item
Cultivation Network
of Social Connections
Resources
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18

19. Follow Person
Tag Content
Activity Stream
Share Blog Post
Ask Question
Follow Tag/Topic
Update Wiki Page
Share Exception
Join Community
Add Comment &
“Likes”
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19

20. Follow Person My Filtered View
Ask Question
Tag Content
“Project-based” Ties
Activity Stream
Share Blog Post Follow Tag/Topic
Share Exception
Interest-based
Ties Update Wiki Page
Join Community Create
Add Comment &
opportunities for
Role-based Ties “Likes” people to connect
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20

21. Informational
Visual Social Relational
Presence
& Awareness
Spatial Temporal
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21

22. Personal & Network
Follow Person Value
Suggestions &
Social Data
Tag Content Recommendations
Social Networking
Post Blog Entry Alerts & Notifications
Q&A results “Social Role”
Analytics Identification
Badges & Leader
Boards”
Data Social
Store Graph
Policy Policy
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22

23. ERP HRMS
CRM Financial
“Social-enabled” Applications
Communications
Video & Unified
Enterprise Search
Activity Streams
Social Tools Communities
Workspaces
Social Feedback
Forums
Metadata and Content Services
Profile & Social Graph
Semantics & Analytics
Federation, Composition, Integration & Policy Services
Network, Infrastructure, Security & Management Services
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23

24. Researchers Project
Connect Connect
Content Curator’s Funding
Connect Connect
“Social-enabled” Applications
Communications
Video & Unified
Enterprise Search
Activity Streams
Social Tools Communities
Workspaces
Social Feedback
Forums
Metadata and Content Services
Profile & Social Graph
Semantics & Analytics
Federation, Composition, Integration & Policy Services
Network, Infrastructure, Security & Management Services
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24

25. Front Stage Back Stage
People, information, Job opportunities, mentors,
communities advice, personal motivations
Cultivation of social
Assigned work, find expert
resources (CSR)
Learn local folklore,
Newly hired, promotion,
gain/build co-worker
next project, new team…
support
M&A, outsourced, reduction Career issues, emotional
in force, retirement support (personal)
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25

26. “How do I best
leverage my Front Stage Back Stage
connections?”
People, information, Job opportunities, mentors,
Info Seeking communities Discovery, open-ended…
advice, personal motivations
Cultivation of social
Activity Driven Assigned work, find expert outcome-based…
Purposeful, resources (CSR)
Learn local folklore,
Newly hired, promotion,
Work Transitions gain/build co-worker
Adaptation, self-synchronization…
next project, new team…
support
M&A, outsourced, reduction Career issues, emotional
Work Disruption Sense-making, situational awareness…
in force, retirement support (personal)
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26

27. • Designing effective social
networking “affordances”
requires new research
approaches
• The project starts after the
technology is deployed - • “Design through the
a program mindset is screen” – affordances
best sometimes are meant for
offline actions
• Platforms and their
ecosystems are not • Need to understand the
the end of the influence and synergies
journey across culture, media, &
“work”
• Avoid the intellectual
elitism regarding • Prepare for a “design
“social everything” renaissance”
• Identity: “My Enterprise Identity” redefines how we view and classify people
• Social Graph: Extensible beyond people relations (add content, locations… )
• Activity Streams: Enables social presence and collective awareness
• Social Objects: A key mechanism for inviting people to participate
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27

28. • Literature Review
http://mikeg.typepad.com/perceptions/2011/11/introduction-
organizations-today-are-faced-with-an-extreme-period-of-uncertainty-
due-to-economic-geo-political-societa.html
• Annotated Bibliography
http://mikeg.typepad.com/perceptions/2011/11/annotated-bibliography-
background-for-literature-review-project.html
• Mock Thesis
http://mikeg.typepad.com/perceptions/2011/12/personal-support-
networks.html
http://mikeg.typepad.com/perceptions/2011/12/personal-support-
networks-part-2.html
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28

29. Thank you.
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29