(Original format) How Enterprise Social Graphs Can Transform Enterprise Applications
Download as PPTX, PDF1 like533 views
This document discusses how social graphs can transform enterprise applications. It begins with an outline and provides context on the shift from traditional software to social software. A case study on IBM's ThinkPlace collaboration platform is presented, showing how incorporating social graph features like user identities and connections improved idea sharing and discovery. The concepts of social and interest graphs are introduced. Five steps are proposed for transforming enterprise applications, including examining user data and relationships, creating an internal social graph, customizing applications, and integrating social features into existing workflows. Throughout, examples show how social graphs are already used by companies for applications like recommendations, talent management, and business intelligence.
(Original format) How Enterprise Social Graphs Can Transform Enterprise Applications
- 1. From Software … to Social Software How Enterprise Social Graphs Can Transform Enterprise Applications Kapil Gupta
- 2. Standard Disclaimer Views and opinions discussed in the following presentation are mine alone, and do not reflect the views of JP Morgan Chase or IBM Where companies or vendors are mentioned, there is no implied endorsement by me or my employer
- 3. Outline Business & Technology context, and why we should care Case study: IBM ThinkPlace Brief primer on Social Graphs Implications for the Enterprise context 5 Steps on the road to transforming
- 4. We’ve come a long way from 1993
- 5. … To 2013
- 6. Ad Targeting is just the tip of the iceberg: understanding who we know, what we like - can help almost every functional area in an organization
- 7. Social CRM Recruiting Customer Journey Influencer Analytics Social org charts Business development Business Social Learning Expertise Location Collaboration across silos
- 8. Even though this is a space that did not exist just 10 years ago, the industry landscape
- 12. Growth in “Social” is fueled by a broader set of technology trends Source: McKinsey 2012
- 14. … all of which are in the sweet spot for Social Social Graphs and Social Network Analysis are the architectural foundations for the use of Social technologies
- 15. + +
- 16. Graphs represents those Objects, Connections and Relationships as structured data
- 17. Public social networks – Facebook, Twitter, Linkedin – are built on social graphs and interest graphs
- 18. Social graphs represent connections between people who know each other
- 19. Interest graphs represent connections between people with common interests
- 21. When used together, applications can start with who you know and surmise what your connections like; properly-designed interfaces and interactions can provoke the desired outcome
- 22. Not bad: All the same
- 23. Even better: Recommendation across different
- 24. This is the promise of Social Software aka Social-enabled software aka Social-aware software: Software that can enable discovery – and promote outcomes – through Recommendations
- 26. Example: IBM ThinkPlace A worldwide collaboration platform to drive innovation across the enterprise My role at IBM (2005-2010) on this effort: Product Manager/Product Owner
- 27. IBM ThinkPlace: A platform for sharing ideas and collaboration
- 28. 1 2 3 4 5 Year Businessimpact 1 2 3 4 5 Year Numberofideas Our problem wasn’t too few ideas: it was actually too many
- 29. But This raised the bar for finding good ideas Photo by Flickr user MayaEvening, licensed under Creative Commons, Attribution 2.0 Generic
- 30. Some good ideas were seen, but many remained hidden Photo by Flickr user giladr, licensed under Creative Commons, Attribution 2.0 Generic
- 31. Identity - who you are Contacts - who you know Activities - what you are So we designed and implemented a set of features across the system designed around people (vs. designed around ideas)
- 33. The approach taken for ThinkPlace can be applied to applications across the enterprise, but requires a set of infrastructure components to support it
- 34. Source: Mike Gotta, Gartner
- 35. Enterprise Social Graphs can bridge the gap between “Systems of Engagement” (interactions inside, outside firewall) and “Systems of Record” (data stores inside the firewall)
- 36. Netflix has a “movie graph”
- 37. Visualization of my Linkedin Graph Linkedin has a “Professional contacts graph”
- 38. Just like them, every Enterprise has a unique Social graph … and unique interest graphs
- 39. Relationships between Employees, Clients, Partners, Competitors Relationships can also be inferred from enterprise meta data (directory, email, collaboration tools) or be user-submitted
- 40. Relationship information can be augmented from external sources (public graphs: Linkedin, Facebook, Twitter) Analogous to Integrated Supply Chains, but for connections & relationships: Integrated Supply Graph (of course, view of data is not shared
- 41. Most commonly cited enterprise uses: (ad) targeting, retargeting Customer journey: identifying influencers; empowering advocates; predicting customer behavior (via interest graph changes) Improving web experience: product discovery, user communities
- 42. Talent management: identifying “connectors”, leaders; as a basis for referrals, evaluation Business development & Business Intelligence: employee alumni in other companies; new hires from potential clients & competitors Org charts of suppliers, clients,
- 43. 5 steps on the road to transforming Enterprise Applications into Social Software
- 44. 1) Examine: a) how your customers use your products, how they interact with each other and you b) what kind of data already exists in enterprise data stores
- 45. 2) Review your application design and infrastructure stack Your approach will have significant implications for application design, and the software stack to support such applications
- 46. 3) Create your own graph with all known internal and external relationships and data sources
- 47. 4) Customize application design depending on the kinds of ties, and types of interactions desired Define social objects and interactions Redesign UI experience Leverage activity streams
- 48. 5) Seek to make existing interactions easier and more effective – avoid the trap of creating a set of social-driven interactions that exist separately Two places to target: where goal of user interaction involves Discovery and Collaboration
- 49. Thank You.
Editor's Notes
- #2: This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.
- #10: Source: McKinsey
- #11: Source: McKinsey
- #12: Source: Luma Partners LLC
- #13: Source: McKinsey
- #20: http://en.wikipedia.org/wiki/File:Interest_Graph_vs_Social_Graph_by_Socialize.png Socialize Inc. for Wikipedia
- #21: http://www.flickr.com/photos/letscher/7308677278/