How Enterprise Social Graphs Can Transform Enterprise Applications

Editor's Notes

• #4: Back in 1993, the New Yorker had a famous cartoon of a dog surfing the internet and telling a fellow canine, “on the Internet, no one knows I’m a dog”. There was a huge culture of anonymity, and it was complemented by the fact that neither the tech world nor the business world knew what to make of it.Fast forward to 2012. The New York Times had a much quoted article about how much marketing companies know about us. The centerpiece of the article was the accuracy of Target’s marketing, and the article described how the researcher could identify “…about 25 products that, when analyzed together, allowed him to assign each shopper a “pregnancy prediction” score. More important, he could also estimate her due date to within a small window, so Target could send coupons timed to very specific stages of her pregnancy. “
• #5: The flip side of knowing much more about customers of course, is a heightened sense of privacy. As long as privacy can be safeguarded, knowing more a person’s interests and preferences can help almost every part of the organization
• #6: McKinsey and the Harvard Business Review have opened a discussion about the buying habits of customers, and how it has changed from the funnel to a process where they are influenced not just by brand advertising and brand perception, but also influences in their environment such as their social network, post-purchase experience, etc
• #9: there are over 1.5 billion social networking users worldwide80% of total online users interact with social networks regularlyMcKinsey reported in a study that 70% of the companies they surved reporting using social technologies, and 90% of those reported some business benefit from themThe same McKinsey study assessed that the annual value that could be unlocked by the use of social technologies was $900 billion to $1.3 trillionThe marketing agency LumaScape Partners LLC put out a representation of the competitive in the social landscape, and in the "Social Intelligence" category alone there are 30 players. Then there's other areas like Social Marketing agencies, Social apps & games, Community platforms, Social TV, Social shopping, Social scoring, and so on
• #10: Other trends include: Gamification, Personal/wearable computing, changing attitudes and expectations towards privacy
• #11: IBM CEO Study 2011 and CMO Study surveyed executives from all over the world – an interesting trend towards recognition of the value of (a) in the external environment, engagement with customers and collaboration with partners; (b) in the internal environment, seeking better collaboration between employees and breaking down the silos
• #16: http://en.wikipedia.org/wiki/File:Interest_Graph_vs_Social_Graph_by_Socialize.pngSocialize Inc. for Wikipedia
• #19: Linkedin has a product called inMaps where they generate rich graphical representations of your professional graphThis is the realm of data scientists: degree of centrality, degree of closeness, etc
• #20: Netflix example: netflix is really good at recommending movies you may like, but it does more than just suggest movies of a similar genre – it analyses movies you liked, and the tastes of people who liked the same movies, to generate predictions about other movies you might like
• #22: Direct connections, indirect connections
• #24: About 10 years ago, IBM created a new collaboration platform to drive innovation across the enterprise worldwide. It was designed as a system where employees could submit ideas, but also comment & rate other people’s ideas. The objective was to tap the “wisdom of the crowds’ to identify the best ideas. Over 5 years, the system was a huge success. But as more ideas were submitted into the system, it became harder for employees to find the ideas they in their area of expertise.
• #26: These are both legacy components and newer web2.0 platforms
• #28: Systems of Engagement = interactions inside & outside firewallSystems of Record = data stores inside the firewall
• #30: Relationships between Employees, Clients, Partners, CompetitorsRelationships can also be inferred from enterprise meta data (directory, email, collaboration tools) or be user-submitted
• #31: Email, Company directory, Collaboration tools, Internal communities Analogous to Integrated Supply Chain, but for connections & relationships (of course, view of data is not shared outside enterprise)\\
• #33: Start with data you already have, for external (transactions with customers) and internal (collaboration between employees) how your customers use your products, how they interact with each other & youwhat kind of data exists in enterprise data storesMake sure you consider how they relate to your metrics and goalsDefine your social objects and interactions
• #36: Define social objects and interactions kinds of ties