The Social Business System - connecting people and content

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2 About the As the o-profit associatio dedicated to urturig, growig, ad supportig the user ad supplier commuities of Eterprise Cotet Maagemet (ECM) ad Social Busiess Systems (or Eterprise 2.0), AIIM is proud to provide this research at o charge. I this way the etire commuity ca take full advatage of the educatio thought leadership ad directio provided by our work. Our objective is to preset the wisdom of the crowds based o our 70,000-strog commuity. We are happy to exted free use of the materials i this report to ed-user compaies ad to idepedet cosultats, but ot to suppliers of ECM systems, products, ad services, other tha Cisco ad its subsidiaries ad parters. Ay use of this material must carry the attributio AIIM / Cisco2012www.cisco.com Rather tha redistribute a copy of this report to your colleagues, we would prefer that you direct them to for a free dowload of their ow. Our ability to deliver such high-quality research is made possible by the fiacial support of our uderwritig sposor, without whom we would have to retur to a paid subscriptio model. For that, we hope you will joi us i thakig our uderwriter for this support: Cisco Systems Ic. 170 West Tasma Drive, Sa Jose, CA Phoe: (+1) Website: Process Used This report refereces previous AIIM survey fidigs, each of which is refereced withi the documet. About AIIM AIIM has bee a advocate ad supporter of iformatio professioals for early 70 years. The associatio missio is to esure that iformatio professioals uderstad the curret ad future challeges of maagig iformatio assets i a era of social, mobile, cloud ad big data. AIIM builds o a strog heritage of research ad member service. Today, AIIM is a global, o-profit orgaizatio that provides idepedet research, educatio ad certificatio programs to iformatio professioals. AIIM represets the etire iformatio maagemet commuity: practitioers, techology suppliers, itegrators ad cosultats. AIIM rus a series of traiig programs, icludig the Certified Iformatio Professioal (CIP) course. About the author David Joes is a Market Aalyst with the AIIM Market Itelligece Divisio. He has over 15 years experiece of workig with users ad vedors across a wide rage of vertical markets. His experiece has focused o takig complex techologies, such as busiess itelligece ad documet maagemet, ad developig them ito commercial solutios largely i the retail, web ad customer relatioship maagemet (CRM) areas. He has also worked as a cosultat providig accoutig, data miig ad CRM strategy ad implemetatio solutios to blue chip cliets i the UK ad Europe. David has a BSc i Computer Sciece, ad is a qualified CIP, ECM P ad SharePoit P. The Social Busiess System - coectig people ad cotet AIIM Cisco Systems Ic Waye Aveue, Suite West Tasma Drive Silver Sprig, MD Sa Jose, CA AIIM / Cisco Systems Ic

3 Table of Cotets About the : About the... 2 Process used... 2 About AIIM... 2 About the author... 2 Itroductio: Itroductio... 4 Drivers ad Issues for Social Busiess Systems: Drivers ad Issues for Social Busiess Systems... 4 Issues...6 Types of Social Busiess Systems: Types of Social Busiess Systems:... 7 Requiremets of Social Busiess Systems: Requiremets of Social Busiess Systems: 9 Buildig a Vehicle for the Future: Buildig a Vehicle for the Future Coclusios: Coclusios Recommedatios: Recommedatios Refereces Appedix 1: Cotet Maagemet Iteroperability Services (CMIS): Appedix 1: Cotet Maagemet Iteroperability Services (CMIS) Uderwritte i part by: Cisco AIIM The Social Busiess System - coectig people ad cotet AIIM / Cisco Systems Ic

4 Itroductio Social busiess systems coect social elemets such as micro-blogs, commuity spaces, ad social etwork sites to provide users with a complete dyamic view of the orgaizatio. As collaboratio moves beyod to social, the opportuity exists for this uified collaboratio platform to become the preferred place for all workers to live. The social busiess system becomes the space where users ca locate expertise, reach out to ad iteract with colleagues, ad effectively share ideas ad iformatio through user experieces such as posts, activity streams, ad social graphs (a term coied by Brad Fitzpatrick i 2007) 1, delivered to a variety of chaels ad devices, all the while creatig the sese of belogig i a icreasigly dispersed workforce. Kowledge exchage, expertise sharig, ad project collaboratio are as likely to ivolve existig cotet as they are to create ew cotet. Traditioally, however, orgaizatios have faced challeges exposig existig iformatio ad expertise called iformatio at rest makig ay latet kowledge difficult to use. The social busiess system brigs that cotet ito the activity stream, social graph, ad flow of work, settig the iformatio i motio, which gives that cotet both relevacy ad immediacy, addig value to each iteractio. Therefore, coectios betwee the social busiess system ad the existig back-office cotet maagemet repositories, which form a foudatio for a eterprise kowledgebase, eed to be searchable, shareable, ad secure. As the collaboratio chael of choice, social busiess systems will play a strog role i surfacig relevat cotet withi existig repositories for sharig, rakig, ad taggig while maitaiig the itegrity ad security of the origial repository. Users also have the ability to follow cotet, activities, ad people, resultig i a social graph that coects users, process, ad cotet, ad provides alterative routes for people to discover ad use that iformatio ad kowledge. Oce collaboratio efforts are complete, documets ad other media ca be more securely maaged ad archived withi the robust eviromet of these coected Eterprise Cotet Maagemet (ECM) ad records maagemet repositories. Social busiess systems have bee o a rapid evolutioary path i the past three years. While they are ow covergig to a stadardized set of fuctioalities, they may have quite differet heritages uified commuicatios platforms, forums ad expertise locators, cloud-shares, activity streams, site-based collaboratio, eterprise system modules, or various combiatios of these. I this paper, we will first explore the strategic optios ad requiremets for implemetig social busiess systems, ad the cosider how well such systems ca pull i cotet from multiple repositories ad lift it ito the more ope collaboratio eviromet, while protectig its security ad cotext. Drivers ad Issues for Social Busiess Systems The adoptio of social etwork sites such as Facebook ad Twitter ito everyday life has had a profoud impact o how idividuals commuicate. As a result, it is ot surprisig to see the busiess world makig every effort to take oboard the techiques used by cosumer social tools. I March 2008, AIIM started trackig a cocept kow as Eterprise 2.0. Early adopters of Eterprise 2.0, a expressio coied by Adrew McAfee i a 2006 MIT Sloa Maagemet Review article 2, explored how social ad collaborative techiques could be used i a busiess cotext. Further AIIM 2011 research, i collaboratio with Geoffrey Moore, who wrote Crossig the Chasm, itroduced the term Systems of Egagemet. The term, Systems of Egagemet, refers to the maer i which ew busiess has moved from a trasactioal (record)-based model to that of a commuicatio-cetric model hece the move from Systems of Record to Systems of Egagemet. I the followig years, the idustry has take o these cocepts, ad the use of social ad collaborative tools withi busiess is collectively kow today as the Social Busiess System (SBS). The Social Busiess System - coectig people ad cotet The SBS is desiged to complemet traditioal workplace commuicatio ad collaboratio tools, such as , istat messagig (IM) ad web coferecig, with social elemets. Additioal fuctioality ca iclude employee profiles, olie presece idicators, activity streams, micro-bloggig, discussio forums, wikis, braistormig software, recommedatios, ratigs, joit documet editig ad aotatio, taggig, ad liks. Iterest i SBS products has bee growig i recet years with Forrester Research 2 recetly forecastig that spedig will grow at a compoud aual growth rate of 61 percet through 2016, a year i which this market will reach US$6.4 billio, compared with $600 millio i AIIM / Cisco Systems Ic

5 The 2011 AIIM Idustry Watch Social Busiess Systems 3 idetified a umber of the primary ifluecers for adoptio of SBS products: Fidig ad sharig expertise Orgaizatios of all sizes have multi-skilled employees, each of whom has varied expertise ad experiece. However, these aspects are certaily ot easily idetified by others i the orgaizatio, especially where remote or distributed workig is a factor. Cosequetly, the ability to idetify which employees have the skills required for a particular project or role is ivaluable. It is helpful to have a tool that brigs up a list of employees who have self-idetified as experts i a specific area or topic Breakig dow geographical ad departmetal barriers Cotet traditioally stored withi departmetal applicatios created a umber of data silos data that was essetially locked to the majority of the orgaizatio, oly accessible from particular applicatios o certai desktops. Opeig the door to this iformatio usig a SBS, ad allowig access remotely over web browsers ad mobile devices, creates a cotet sharig model that eables remote workig ad the distributio of resources, both physically ad itellectually. No loger do team members have to be located i the same departmet, office, or eve coutry. However, with the beefits of this eablig techology has come experiece that this type of workig requires simple ad effective commuicatio techiques, such as istat messagig ad video coferecig, without which projects ad teams actually become harder to maage. Better uderstadig of customer eeds Cosumers have adopted social techologies wholeheartedly. As a result, they are comig to expect that they should be able to perform actios such as accessig their bak details from their mobile device, or iformig a roadside recovery service of a breakdow usig a GPS-eabled mobile device. The immediacy of such commuicatio adds both massive beefits (for example, kowig exactly where a customer is), ad a completely ew set of requiremets for respodig to the request i a timely ad efficiet maer. Improved iovatio ad product defiitio I a global busiess world, where iovatio ad product differetiatio are kig, beig able to icrease iteral idea sharig ad developmet feedback is see as a primary ifluecer for the adoptio of social busiess. Simple techiques such as ideatio commuities ca egeder orgaic iovatio ad propel busiess developmet forward. Reduced travel ad commuicatios costs While ot beig cited as oe of the critical drivers for deployig a SBS, reducig travel ad telephoy costs will become oe of the most importat fiacial success metrics ad oe of the most straightforward to measure. At the same time, a SBS could be deemed to be a tredy offerig. Obtaiig board members approval may be achievable purely o that basis. Oce the iitial iterest is over, metrics such as improved commuicatio ad iovatio, which are difficult to measure, become hard to promote. Reduced travel ad commuicatio costs are simple to measure ad will impact a compay s profitability positively, creatig a compellig reaso to purchase. Figure 1 outlies primary reasos for orgaizatios willigess to adopt a SBS. Figure 1: 2011 AIIM Idustry Watch Social Busiess Systems - Which TWO of the followig would you say are the key drivers for social busiess/eterprise 2.0 i your orgaizatio? Help fidig ad sharig exper se Break dow departmetal/geographic barriers 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% The Social Busiess System - coectig people ad cotet Improve efficiecy of dispersed product teams Be er uderstadig of customer/chael eeds Improve iova o ad product defii o Reduce travel ad commuica o costs Other/Noe of these AIIM / Cisco Systems Ic

6 Those orgaizatios that successfully deploy social busiess systems fid umerous busiess beefits, such as icreased kowledge sharig betwee staff ad faster resposes to queries ad questios. A more physical ad direct cost beefit idetified is that fewer multi-copy s with attachmets are used, massively reducig etwork load ad server storage requiremets. Figure 2 outlies various beefits orgaizatios receive i adoptig a SBS. Figure 2: 2011 AIIM Idustry Watch Social Busiess Systems - What are the THREE biggest beefits you have foud from usig social busiess/eterprise 2.0 i your orgaizatio? More kowledge sharig betwee staff Faster resposes to queries ad ques os Fewer mul -copy s with a achmets Be er cohesio ad team-buildig Be er iova o from ideas ad commets Shorter mescales o collabora ve projects Be er staff/maagemet commuica os Improved accuracy of collabora ve documets Less travel me ad cost Smoother ruig of mul -departmet processes Improved rete o of ew-recruits/youger staff 0% 10% 20% 30% 40% 50% 60% 70% A more itagible aspect of these systems is that of employee egagemet or belogig. Humas ted to be social i ature ad a work eviromet that embodies ad icorporates this aspect of huma ature ca deliver a critical elemet to employee success employee fulfilmet. The majority of employees wat to egage with others, ad it helps to stimulate ad empower them to do their job more effectively. Couple this with the fact that the primary stakeholders of social busiess systems ted ot to be IT but departmets such as huma resources, corporate commuicatios, ad lies of busiess, ad we have a platform that is advaced by the busiess, empowerig the users (be they iteral or exteral customers ad busiess parters) ad deliverig productivity ad immediacy of busiess-chagig proportios. Issues However the deploymet of a SBS is ot without challeges. Figure 3 displays further AIIM research that details the biggest issues that users have foud to date whe adoptig a SBS withi orgaizatios. The biggest issue idetified was that of users reluctace to cotribute. This highlights the fact that just because a busiess has deployed a SBS, it does ot ecessarily mea that the SBS has the correct bled of features, or that the orgaizatio has properly commuicated the goals ad usage expectatios of the SBS (see the sectio, Requiremets of a Social Busiess System, below). However, a well-desiged ad deployed SBS will couter these issues with facilities such as ease of use, higher egagemet ad visibility for remote workers, persoalized cotet, ad a cosistet, familiar iterface. Deploymet efforts will also use a orgaizatio s goverace ad chage maagemet programs to affect SBS adoptio. The Social Busiess System - coectig people ad cotet Without properly sellig the beefits of ay system to employees ad egagig them i its selectio ad deploymet sets that project up for failure ad a SBS is o differet. However, a well-plaed, commuicated, ad executed rollout of a SBS should also resolve other issues such as too much social, ot eough busiess ad domiatio by those who wat to get oticed, although ogoig moitorig ad coachig oce the system goes live will further success. The rollout must address the cocers about the maagemet of ay cotet created i the various social chaels available i a SBS, which by default fall outside of the stadard ECM or RM processes. Defiitio of what cotet is relevat for iclusio ito these processes, ad the mechaics of migratio of such cotet, is a crucial aspect i deliverig the primary corporate- ad compliace-related aspects of social busiess systems. Figure 3 (below) highlights issues i adoptig a SBS. AIIM / Cisco Systems Ic

7 Figure 3: 2011 AIIM Idustry Watch Social Busiess Systems - What would you say are the THREE biggest issues you ve foud with social busiess/e2.0 applicatios i your orgaizatio? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Reluctace of staff to cotribute No-ivolvemet of seior staff Too much social, ot eough busiess Mostly used by IT Cotet crea o outside of the ECM/RM process Departmetal closed groups Domia o by those who wat to get o ced Crea g a local ot eterprise social structure Has become somethig of a clique ac vity Traffic is mostly maagemet-to-staff, ot vv Aoymous posts vs. amed posts Abuse or harsh cri cism Types of Social Busiess Systems As with ay complex busiess solutio, social busiess systems ca be deployed i may shapes ad sizes. Deploymets rage from extesios to existig, iche products such as expertise locators or micro-blogs, to dedicated suites, built specifically to aswer all of the requiremets of a uified eterprise collaboratio platform. Most of these systems ca also be deployed as o-premise or cloud-based solutios. Build-outs from expertise locators, forums, or eterprise Q&As As discussed above, oe of the primary drivers for social busiess systems is the locatio ad sharig of expertise withi a orgaizatio. It is, therefore, o surprise to see a umber of social busiess systems growig from existig expertise locator tools, forums, ad eterprise Q&A suites. These tools will have bee origially built ad deployed specifically to serve a sigle purpose, but over time have bee exteded to icorporate the various other aspects of the SBS, such as social graphs ad micro-blogs. As with all solutios that have grow from iche startig poits, while beig particularly strog i their mai heritage fuctioality, large variatios occur i terms of stregth of delivery of the ew, o-core fuctioality. Exteded activity streams or micro-blogs A importat elemet of ay SBS is the use of activity streams as a mechaism to deliver relevat cotet to users i a easily digestible, time-eabled format. May existig activity stream ad micro-bloggig tools are beig exteded to icorporate feeds from other eterprise repositories such as CRM, exteral social etworks, huma resource systems ad collaboratio workspaces. Agai, the success of the creatio of a complete SBS from the perspective of oe particular compoet depeds ot oly o the capabilities of that origial compoet, but o the capabilities ad stregth of the ew fuctioality i particular, the itegratio of all of the various cotet ito oe seamless stream. Team-share collaboratio sites ad itraets The deploymet of team or project micro-sites withi orgaizatios has skyrocketed i recet years, largely due to the widespread adoptio of tools such as Microsoft SharePoit. These sites provide a simple, yet ofte ustructured, way for users to share documets, commets, ad caledars for particular teams or projects. The additio of social facilities to these tools, if desiged ad well-itegrated, ca deliver a ituitive user experiece. However, as these typically provide a very arrow view, eg the domai of a particular project, they should ot be see as the mai delivery poit for a SBS, but purely as a chael for viewig relevat activity streams ad submittig cotet to a overall solutio. Exteded cloud-shares Cloud shares, which allow users to store documets o cloud-based storage ad access them from a multitude of devices, have become a popular tool for cosumer ad busiess users alike. A umber of providers such as Box ad Google have exteded these solutios to provide limited collaboratio ad social tools to users. The Social Busiess System - coectig people ad cotet AIIM / Cisco Systems Ic

8 I a similar way to team-share sites, these tools are comig from a slightly closed perspective ad do ot provide a ideal area for a complete SBS, largely due to the limited itegratio levels with i-house ad legacy cotet. However, they do act as a useful coduit or filter o overall activity. Give the levels of user adoptio i this area, market forces may determie that cloud-share based social busiess systems gai sigificat tractio. Modules withi ECM or other eterprise systems Already etreched eterprise systems, such as ECM, are also beig exteded to provide social ad collaborative facilities. These tools have the beefit of already beig itegrated ito the fabric of the busiess ad are typically accessible through the orgaizatio s portal system. Therefore, addig a stream-focused SBS ito this eviromet should be relatively straightforward. However, problems may occur sice these systems ted to be heavily regulated ad corporately maaged, somethig that may ot mix well with the more social aspects of social busiess systems. Licecig restrictios may also come ito effect, dictatig that all users, eve o-core users, will eed full ECM user liceces to access fuctioality. Uified collaboratio platform Uified collaboratio is the covergece of all forms of social ad eterprise commuicatios techiques that are available to a ed user. It could be called the deluxe versio of a SBS. Other solutios may be derived from existig software or systems, whereas this approach uses a ew set of tools ad techiques deployed as a commo poit of referece for the busiess user. Itegrated activity streams, exteded profile pages, mobile device access, ad the majority of the stadard SBS fuctioality (see the sectio, Requiremets of a Social Busiess System, below) will be delivered by oe solutio, providig dedicated ad well maaged itegratio betwee compoets. Ay fuctioality ot provided out of the box should be able to be itegrated ito such a platform usig the Cotet Maagemet Iteroperability Services stadard (see Appedix 1) or XML coectios. The uified collaboratio platform, provided by solutios such as Cisco WebEx Social, is the highest level of social busiess system available. It delivers a solutio that provides all of the required SBS fuctioality from a sigle poit, havig bee desiged ad built specifically for this purpose. Irrespective of the type of social busiess system beig deployed, all have stadard facets, icludig: The requiremet to coect with existig or o-premise cotet systems, (with SharePoit ad EMC Documetum as the de-facto optios) A robust roles-based security model Itegratio to eterprise directory services The icorporatio of ad video messagig, eve if may struggle with video techology There appears to be o real cosesus o where or how orgaizatios are curretly deployig social busiess systems. Further AIIM research (Figure 4) shows the split as 40 percet with a local applicatio, 35 percet through ECM, ad 25 percet usig Software as a Service (SaaS) or cloud-based services. This could suggest that each delivery approach has equal merits i terms of fuctioality, cost, ad reliability. However, a more likely explaatio is that a umber of orgaizatios have arrived orgaically at social busiess systems usig various applicatio routes, ad are adoptig the SBS extesios to base systems as described i the previous sectio. Figure 4 shows how orgaizatios are curretly deployig social busiess systems. Figure 4: 2011 AIIM Idustry Watch Social Busiess Systems - What does your orgaizatio use to deliver these kids of social/eterprise 2.0/collaborative capabilities? The Social Busiess System - coectig people ad cotet 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Documet sharig ad collabora o Messagig Wikis ad shared spaces Forums/etworkig groups Micro-blog/electroic o ce board Iteral blogs Eterprise Q&A Ope Iova o So ware apps o ow servers Ifrastructure pla orm/ecm Web/SaaS/Cloud AIIM / Cisco Systems Ic

9 Requiremets of a Social Busiess System As discussed earlier, a social busiess system brigs together social ad collaborative elemets with traditioal eterprise systems to create a egagig, dyamic, commuicatios ad collaboratio platform to ehace the performace of the orgaizatio. Ay SBS should have a umber of primary busiess ad techology requiremets: Multiple touch poits I some orgaizatios users have oe desktop applicatio for accouts, oe for , oe for ews, etc. Social busiess systems allow orgaizatios to itegrate the cotet ad fuctioality of these traditioal busiess processes ad applicatios ito oe costat stream of activity. However, oe crucial aspect of this is that users eed to be able to iteract with this stream from a umber of touch poits, be it by viewig or cotributig. These touch poits eed to be accessible to the widest possible audiece from the most relevat poit of cotact, while stayig withi corporate goverace ad permissio rules. They may rage from a webcam-eabled collaboratio call from a remote field locatio, to participatio i social streams over . Mobile support Give the ow ubiquitous ature of techology, it is imperative that users ca access, share, ad cotribute cotet ad resources from their mobile device, be it ios, RIM, Adroid, or other. Ad mobile access eeds to mea more tha just a mobile-eabled webpage; users are demadig fuctioality similar to the other touch poits described above. Examples iclude postig evet photos straight ito the social stream or participatig directly with customer support usig a SBS forum from a mobile device or tablet. Robust ad supportable coectors It is importat to uderstad that oe of the corerstoes of a social busiess system is that it eeds to brig together relevat cotet from as may sources as possible. This meas that the SBS must be able to itegrate usig stadardized coectors to RSS feeds, eterprise resource plaig ERP systems, video libraries, Twitter feeds, ad more. These itegratios eed to be robust, cotrolled, ad cosistet. They should require as little maiteace as possible ad provide well-defied, maageable upgrade routes. Two-way iteractio A cosistet theme ruig through all of the requiremets thus far is that all commuicatios eed to be two-way. A SBS is ot simply a corporate broadcast chael with users tuig i o their various devices to see what is happeig. It is a two-way commuicatio medium with its success or failure largely depedet upo the level of adoptio ad iteractio from the ed users. The umerous types of iteractio described above will place a heavy burde o the SBS ifrastructure ad requires cosistecy ad goverace to defie how geerated cotet is stored, accessed, made available, ad removed. Respect for security, policy-based maagemet A orgaizatio lookig to deploy a social busiess system eeds to remai aware that it is a busiess system, ot purely a social etwork that users ca access at work. As such, ay SBS eeds to itegrate with existig security mechaisms ad corporate policies for access, cotrol, ad storage. Remember, the SBS will be itegratig with, ad retrievig data from, umerous busiess systems, icludig commercially-sesitive iformatio ad persoal employee data. The display of, ad access to, this data eeds to be govered as carefully as i the origial systems themselves. Flexible social graph Brad Fitzpatrick 1 describes a social graph as the global mappig of everybody ad how they re related. Today, these graphs defie our persoal, family, or busiess commuities o social websites. Ufortuately, we are duplicatig our same social graph o multiple websites, resultig i iaccurate data ad time spet maagig it. The eterprise social graph should make use of sematic ad aalytical tools to correlate social data ito meaigful busiess ad collaborative patter. It is ot eough to show relatios betwee people; the eterprise social graph eeds to exted to people, cotet, activities, expertise, recommedatios, ad suggestios. Despite the challeges of collatig all of these iformatio sources, social graphs should be self-maaged from a sigle trusted source, replicated to websites of our choosig, thus resultig i accurate, efficiet relatioship maagemet. For a SBS to succeed, it eeds to become that sigle trusted source for a orgaizatio. I order to achieve that, the SBS should be desiged to be as flexible as possible, while still providig the corporatio with its required security ad compliace. Uified cotet model Each idividual eterprise tool or applicatio creates its ow silo of iformatio, large or small. A primary requiremet of a social busiess system is to create a uified cotet model that defies the types of iformatio available to a orgaizatio (such as blogs, wikis, s, etc.) where it resides, how to itegrate to it, ad who has permissios to access it. This differs sigificatly from previous attempts to uify data, where data warehouses ad data marts were used to collate the data itself. The Social Busiess System - coectig people ad cotet AIIM / Cisco Systems Ic

10 Stadards The social busiess system is about iteractio with multiple chaels, applicatios, ad feeds. To create this iteractio without usig stadards would be uwise; a umber of pertiet stadards have rise to the foregroud. Ope Social is a API that ca be embedded i a social etwork itself or used to access data from other compliat social etworks. Activitystrea.ms was origially developed to represet a stream of evets ad is used by the likes of Facebook, Twitter, ad Google Buzz. The Ope Social stadard actually refereces the Activitystrea.ms stadard, ad it appears that the two will get closer over time. A more geeric stadard of ote is CMIS (see Appedix 1), which defies iteractios betwee cotet. It is specifically used i tools such as Lotus Coectios to hadle file-based commuicatios with other packages such as Microsoft SharePoit, Firefox, ad WordPress, ad i tools such as Cisco WebEx Social coector to SharePoit ad Documetum. Goverace ad metadata or taggig The icorporatio of goverace ad compliace capabilities withi the social busiess system is vital. This will operate across several levels ad facilitate such areas as the defiitio of commo, cetralized metadata, a commo itegratio model, stadardized developmet models, cross-orgaizatio policy maagemet, ad extesio to parter ecosystems. Havig a flexible meas of maagig goverace is essetial, as the creatio of these goverace methods ad procedures will be a challegig task. Itegratio to Microsoft Office Oe of the more straightforward is the itegratio to the de facto busiess productivity suite, MS Office. The depth of this itegratio depeds o the exact ed-user requiremets, but could iclude: usig Lyc as a collaboratio cliet, the ability to post cotet directly from Word or Excel, ad takig micro-blog etries from Oe Note. Itegratio to systems is a missio-critical busiess tool ad ay SBS eeds to iclude this fuctioality. Early SBSs did ot always icorporate , forcig users to choose or social, but a itegrated solutio that promotes to a first-class participat ad cotet source is the ideal approach. Platform approach As discussed above, there are various alteratives for implemetig a social busiess system or uified collaboratio platform. However, the primary requiremet is that a platform approach delivered at a ifrastructure level is used. This allows the platform to be able to: Deliver a cosistet stream of iformatio to the multiple user experieces, such as the mobile, desktop, ad busiess applicatios Itegrate existig real-time collaboratio systems, such as istat messagig, web or video coferecig ad Iteret telephoy Provide cotextualized feeds to other systems, such as CRM ad huma resource systems. Adherece to security policies as discussed above becomes a further cosideratio for the platform, esurig that compliace, goverace, ad regulatory issues are all maaged effectively. The platform approach provides the framework ad cosistecy for the various tools ad applicatios to work o, as opposed to buildig a collaboratio capability out of a series of ucoected applicatios ad tools. The aim of implemetig ay social busiess system should be to achieve at least basic coformace with all of these requiremets. Failure to do so ca expose corporate users to loss of either fuctioal or security ad compliace capabilities. The Social Busiess System - coectig people ad cotet AIIM / Cisco Systems Ic

11 Buildig a Vehicle for the Future Havig established the types ad requiremets of social busiess systems, it is importat to cosider the corporate aspects of implemetig a ew erve ceter for the busiess, ad how to brig all of these elemets together ito oe coheret system ad deploymet strategy. Choosig a broad-based social busiess platform that matches the corporate eeds for a virtual social space, a collaboratio space, a employee egagemet space, ad a commuicatios hub is ot a simple task. The platform eeds ot oly to coect to traditioal back-office repositories, icludig existig collaboratio ad social tools, but it eeds to surface elemets of that iformatio ito the social graph where it ca be shared, tagged, raked, ad if appropriate, edited. At the same time, it should maitai the itegrity ad security of the origial repository. All of this iformatio, existig ad ew, trasactioal ad social, eeds to be exploited ad delivered to a umber of chaels, icludig olie, mobile, ad tablet usig a variety of arrowcast (e.g. otificatio is set to user s tablet) ad resposive (e.g. user commets o a user s status etry) techiques. Give its pervasive ature ad the always o society that has arrived, mobile will, i may cases, become the domiat user experiece. Ay mobile iteractio must be simple to execute ad egagig, yet still be secure ad recorded. For some products, the social graph is a focal elemet i deliverig this iformed coectivity mechaism o these chaels. It helps users to cotextualize seemigly urelated iformatio, make recommedatios ad suggestios, coect people ad cotet, ad locate expertise. As the primary iformatio stream, the social graph eeds to assimilate detailed user profiles ad multiple social cotet types, icludig video, audio, ad social etworkig feeds. However, whatever core mechaism is used, it must provide users with the ability to simply ad effectively maage, filter, ad view their streams to avoid iformatio ad activity overload. A umber of o-techological aspects must also be cosidered. The whole metality of a orgaizatio lookig to optimize its busiess by usig a SBS is differet from traditioal busiess models. As such, the deploymet of the ew platform eeds to be performed uder full chage maagemet procedures, ad the levels of adoptio ad acceptace eed to be carefully observed. Oce implemeted, goverace of the SBS is also a critical cosideratio. How the system is maaged, usage policies, ad the defiitio of which cotet should be passed to existig records maagemet systems, are all of vital importace, ad eed defiig prior to implemetatio i order to make deploymet as smooth as possible. A social busiess system is ot a out-of-the-box solutio, so whe selectig a supplier, a orgaizatio should choose a log-term parter who offers multiple licesig ad hostig optios ad itegratio to existig repositories, while still providig a comprehesive suite of fuctioality. All of these igrediets must come together as part of a coheret, well-maaged project i order for the implemetatio of a social busiess system to succeed. Coclusios Social busiess systems are movig beyod the experimetal stage. They are ow becomig the busiess-critical hub through which all workers commuicate ad collaborate with colleagues. Multiple commuicatios chaels, from desktop to mobile to tablet, allow users to visualize, share, ad dissemiate both ew ad legacy cotet i this uified, eterprise collaboratio world. The Social Busiess System - coectig people ad cotet The level of mobile, always-coected users withi a orgaizatio will propel the speed of adoptio ad the type of devices that ay secod-geeratio SBS is required to support, together with the system focus, be it project collaboratio, cotet maagemet, cotet sharig, kowledge dissemiatio, staff egagemet, or uified commuicatios. Irrespective of ay specific focus, all social busiess systems must iclude the ability to perform all of these eterprise operatios. However, the SBS must also itegrate with the back-office cotet repositories that have traditioally formed the corporate kowledge base ad are core to goverace ad compliace regimes, ad it must coect to these cotet stores i a robust, secure, two-way future-proof maer. There are may social offerigs available from pure-play start-ups to corporate IT giats as well as may differet origis ad types. Various offerigs have trasformed out of pure-play tools, such as those for experiece sourcig, bloggig, ad istat messagig, versus those that have bee bor as complete, ed-toed, social busiess systems. AIIM / Cisco Systems Ic

12 Orgaizatios usig existig tools ad systems that have grow ito social busiess systems may decide to remai loyal to these systems, o the premise that the additioal fuctioality provided meets the requiremets list above ad those specific to the orgaizatio. However, those orgaizatios lookig to deploy a SBS from othig or without a suitable, fuctioality-rich upgrade path should look to a established ed-to-ed provider to achieve the most effective, itegrated, simpleto-deploy, ad cost effective solutio. Recommedatios 1. Perform a detailed requiremets gatherig (scopig) exercise. a. Idetify all of the touch poits through which users will eed or wat to iteract with the system b. Idetify existig cotet ad systems that eed to be itegrated ito the SBS c. Determie who the primary stakeholders for the SBS will be; try ad ivolve more tha just the IT departmet (e.g. Legal, HR, Corporate Commuicatios) 2. Explore ad uderstad the goverace aspects of the system before buildig the system. a. Defie the rules Avoid the too much social, ot eough busiess sceario by providig clear boudaries, ad use case studies to explai beefits. Take a sesible approach to eforcig these rules 3. Evaluate which aspects of a social busiess system are most importat ad relevat to your orgaizatio to geerate your ow Primary Drivers. For example, a large cosultig compay based i multiple offices may focus o expertise sourcig, remote commuicatios ad exteral collaboratio as their primary drivers. The use the Primary Drivers to help idetify which types of SBS are applicable. 4. Idetify a supplier with a established history of success who ca provide fuctioality, service, ad support. Such a supplier should be treated as a busiess parter, selected based o existig customer testimoials, corporate stability, ad correlatio to your orgaizatio s ow busiess models ad midset. 5. Commuicate your goals ad plas to your employees; social busiess systems will ot work without them. Ask staff how they ideally wat to iteract with the system ad from which devices. 6. Deploy the solutio i stages. Brig your users alog as each stage is rolled out. 7. Esure that the may commuicatio chaels idetified i the scopig exercise are prioritized ad the deployed accordig to priority. 8. Measure the retur o ivestmet ad commuicate results usig the tool a. Measure both the explicit beefits (reduced commuicatio ad travel costs) ad the implicit beefits (improved team commuicatio ad reduced customer service times). The Social Busiess System - coectig people ad cotet Refereces 1. The Social Graph 2. Eterprise 2.0: The Daw of Emerget Collaboratio Adrew McAfee 3. Forrester - Social Eterprise Apps Redefie Collaboratio AIIM Idustry Watch Social Busiess Systems AIIM / Cisco Systems Ic

13 Appedix 1: Cotet Maagemet Iteroperability Services (CMIS) I 2008, a committee was formed to stadardize a web services iterface specificatio to eable iteroperability of eterprise cotet maagemet (ECM) systems. EMC, IBM, ad Microsoft led the way by developig the iitial draft for the stadard with other ECM vedors such as Alfresco, Ope Text, Oracle, ad SAP providig iput through the stadardizatio process. The resultig Cotet Maagemet Iteroperability Services (CMIS) stadard makes use of web services ad the widely used Simple Object Access Protocol (SOAP) ad Represetatioal State Trasfer (REST) protocol. Its focus is o the basic cotet fuctios such as creatig, readig, writig, deletig, ad searchig for cotet across repositories. CMIS makes sure cotet repositories ad solutios are able to iteroperate by beig idepedet of operatig systems ad architectures. Figure 5 provides a overview of how the CMIS stadard works. Figure 5. CMIS Stadard Illustratio Iteroperable Cotet Applicatio (o ay platform) CMIS Implemetatio Documetum CMIS Implemetatio IBM Cotet Maager Service-orieted Iterface CMIS Implemetatio FileNet Cotet Maager CMIS Implemetatio SharePoit CMIS Implemetatio JCR-Compliat Repository The Social Busiess System - coectig people ad cotet Copyright 2008 by EMC ad Microsoft. All rights reserved The sigificace of CMIS is that it provides a stadards-based foudatio to allow differet ECM systems ad compoets to commuicate. Vedors developig ew ECM systems, coectors, or compoets will eed to esure that they support the CMIS specificatio to esure maximum iteroperability ad usefuless to ed users. AIIM / Cisco Systems Ic

14 About Cisco Cisco Systems, Ic. is the worldwide leader i etworkig for the Iteret. Today, etworks are a essetial part of busiess, educatio, govermet ad home commuicatios, ad Cisco Iteret Protocol-based (IP) etworkig solutios are the foudatio of these etworks. Cisco hardware, software, ad service offerigs are used to create Iteret solutios that allow idividuals, compaies, ad coutries to icrease productivity, improve customer satisfactio ad stregthe competitive advatage. The Cisco ame has become syoymous with the Iteret, as well as with the productivity improvemets that Iteret busiess solutios provide. At Cisco, our visio is to chage the way people work, live, play ad lear. Cisco WebEx Social is a people-cetric collaboratio platform that combies the power of social etworkig, cotet creatio, ad real-time commuicatios. Ulike ad other documet-cetric tools, WebEx Social is desiged to coect people, capture the vast kowledge ad expertise withi your orgaizatio, ad make those resources easily available to employees aywhere. WebEx Social helps orgaizatios trasform busiess processes for icreased employee productivity ad iovatio, while substatially reducig IT ifrastructure cost ad complexity. To lear more about Cisco WebEx Social please visit Figure 6 provides a illustratio of the WebEx Social platform architecture. Social Collaboratio Figure 6. WebEx Social Platform Architecture User Experiece Extesios User Experiece Uified Commuicatios Sematic Discovery Applicatio Framework Video Security / Policy Serviceability The Social Busiess System - coectig people ad cotet Virtual Data Layer Deploymet Ifrastructure AIIM / Cisco Systems Ic

15 AIIM ( is the global commuity of iformatio professioals. We provide the educatio, research ad certificatio that iformatio professioals eed to maage ad share iformatio assets i a era of mobile, social, cloud ad big data. Fouded i 1943, AIIM builds o a strog heritage of research ad member service. Today, AIIM is a global, o-profit orgaizatio that provides idepedet research, educatio ad certificatio programs to iformatio professioals. AIIM represets the etire iformatio maagemet commuity, with programs ad cotet for practitioers, techology suppliers, itegrators ad cosultats. The Social Busiess System - coectig people ad cotet 2012 AIIM AIIM Europe 1100 Waye Aveue, Suite 1100 The IT Cetre, Lowesmoor Wharf Silver Sprig, MD Worcester, WR1 2RR, UK (0) AIIM / Cisco Systems Ic