Thursday, March 19, 2009

Corporate Social Networking

All around us, companies feel the need to go Social. As the web grows and companies see their employees blog and interact, share knowledge everywhere, suddenly we have to take Social Networking behind firewalls and create a corporate walled social garden.

It's not that big of a surprise senior management sees merit in embracing social networking as communities are pretty loyal and dedicated. It would be nice if we could bind our employees so strongly and also use their creativity to get better. It's probably no surprise either that they just don't quite get the essence of social networking. In the end it is about information, about knowledge that is the company's main asset, isn't it?

It's not in the functionality.

The next thing your senior management will probably ask for is a thorough analyses of requirements and a turn up a full list of features. A Social Networking site should have blogs, wiki, forum, chat, and so on. Over the past month I've been doing just that and made a thorough comparison between Microsoft MOSS 2007, IBM Lotus Connections and Telligent Community Server. Drawing up comparison charts, listing the functionality is a cumbersome job. Especially when the result is that there hardly is a difference. All platforms offer more or less the same functionality.

They're all the same, or not?

When it's all about the same, the obvious choice for senior management is to stick to what they know and we already use inside the company. From this reasoning, many companies will probably go for Microsoft MOSS 2007 (or MOSS 14 if they can wait until 2010) as it will offer the basic functionality you would want and integrates well with the other corporate software, and even allows you to keep sharing those all important documents.

It's like playing in a rockband.

Last week I attended a presentation by my Swedish colleague Andreas Sjöström, who founded the website inarockband. In his presentation he said working for Sogeti was like playing in a rockband: builds on the analogy that working for Sogeti is like playing in a rock band.

Just as rock musicians we are serious about our passion, instruments and customers. In our creative work we understand that everyone in the project plays and important role, just as every instrument counts.

Working with Sogeti is not about working your career, but about your passion. Be passionate about your work, try to excell and in excellence delight the crowd.

In my opinion, Corporate Social Networking also fits this analogy. Blogs are a stage to enthuce and delight, communities a place to share passion. When we look at platforms to support this we are looking for simplicity, easy to use software instead of massively complicated configurable packages. The most suitable software for the job is Social, Organic, Collectively Intelligent, Alive and Linked.

It needs to be S.O.CI.A.L

We at Sogeti are passionate about our job. We like to excell. Small wonder we are constantly working up new books on best practises, creating new standards and methods. One of the latest books we've come up with is about moving from Crowd to Community. The second part of the book deals with the Teampark idea, a method to implement and adopt social software inside companies. In the next release this part will be extended and worked out into a full approach.

In the acronym S.O.CI.A.L my colleague Patrick Savalle has tried to capture what the elements are that empower social software:

These are the key elements for Social Software. From this vantage point, there is a clear winner when it comes to Enterprise platforms: IBM Lotus Connections. Whereas MOSS will excell in sharing explicit knowledge, LC will tap into the implicit knowlegde of your workforce.

Into the Magic Quadrant

I'm not saying Lotus Connections is the perfect match, but from an enterprise point of view, it's closing in on the magic quadrant, as Gartner puts it:In the graph IBM is not yet in the Magic Quadrant, and Microsoft isn't far behind. Don't get me wrong, MOSS isn't a bad product, not at all and I'm not saying IBM has done the trick yet, but they're slightly ahead at this point in time. In June last year, the CIO magazine also ran an article on IBM vs. Microsoft in the Social Software space and concluded:

While both vendors showed their products could integrate with existing e-mail systems (especially e-mail systems that they sell, such as Notes and Exchange), IBM’s Lotus Connections looked, at minimum, a year or more ahead of SharePoint in its social computing capabilities out of the box.

It was a lot prettier looking, too.

If we look at the road ahead, this conclusion still stands with Lotus Connections 2.5 going into Beta in April and expected to go Gold by Mid July whereas Microsoft MOSS 14 is due for early 2010. However, it is more than just release dates. It is about the core focus of the product. In terms of S.O.CI.A.L aspects, LC2.5 still has a more informal, organic, people centered approach than MOSS 14, which (from what I have seen under NDA) still is more formal and hyrarchical focussed on information, despite all it's slick tricks.

Scaling the Walls

Identifying the right triggers to create Social Networks is not a guarantee for instant succes though. On the one hand, setting psychology loose on Social Webdesign to delight the crowd and direct communities, creating emergent behaviour is tricky, but on the other hand we have the issue of the walled gardens. Companies will try to contain these platforms behind their corporate firewalls.

About a year ago I did a project in wich security played an important role. The client went into extremes to protect its data. However, all it's corporate knowledge, its value, could be found on Wikipedia for free. Knowledge and creativity are hard things to contain, they will find a way. Take blogging for instance.

From a bloggers point of view, his main drive will probably be to build a reputation. Blogging is more than just jotting down short things you are passionate about. You want to excell and gain authority. A global audience will probably suit you better than a limited corporate stage can offer.

Regarding this, Hutch Carpenter wrote an interesting article on his blog "I'm not actually a Geek" where he asks how much scale is actually needed in Enterprise 2.0 Employee Adoption.

Blogs: The nature of a blog is a single person’s thoughts, observations and ideas. Inside companies, these applications can be tools for the ongoing recording of things that fall outside the deadlines and process-oriented activities that make up the day. Making them public is a great way to share these contributions with other employees and establish your record of what’s happening. If only a few key people blogged inside a company, there will be value in that.

The article raises many interesting issues, but the question remains if we should take it all behind walls. It is quite true that Blogs do not require a large scale adoption, It will take justa few catalysts to start interesting corporate blogs, but if you want your employees to excell, to put effort into this Social Environment you have to offer them a worldwide stage. Have them interact with the world instead of limiting them to peers.

From a knowledge point of view we really have to consider which information really is actually a corporate asset. Is it knowledge on technology (which probably is out there on the web anyway) or is it about privacy, personal data and sensitive information about competitors or clients?

It's a brave new world

When you carefully look around in your company you might find these catalysts; passionate people who engage and delight the crowd. These thoughtleaders and visionaries inside your company probably have their own blogs, as they will be sharing their passion, having a global stage to build their reputation. Do we really want to confine them inside corporate walled gardens? Will they combine the pursuit of their personal passion and delight the corporate crowd? You will undoubtedly find out they will put more effort in personal blogging than in corporate blogging if we rigidly put our Corporate Social Network behind firewalls.

The current Social Networking trends focus on aggregation, pulling together updates from a variety of media into a single lifestream. If I look at my Plaxo Pulse stream for instance puts my twitter messages and my blogposts into a single update stream which is visible for all my connections. The next challenge will be to move from this information convergence to information divergence. This divergence will allow me, as a blogger, to write one passionate article and distribute it to the medium I chose and the audience I choose. This divergence will even more require personal and professional digital presence to blend, calling for better identity management and privacy measurements. In short, getting into the Magic Quadrant of Corporate Social Networking will not be about more features, but about smart blending of corporate and private digital identities.

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Anonymous Michiel said...

While social networking can be helped with software, the question remains yet whether or not sofware can fully capture and host what social networking is about.

Not to forget, software allows the world to become a smaller place, yet the real social workings you would get if you met in person can hardly be captured by social software.

In my view Social Software serves more or less like a library where the writers actually live. As in a library, talking is not allowed (read: not possible). A writer can put something up, someone can write a comment on it; but there's otherwise little interaction.

In an ideal world, how would both strengths of "Life" social and Socal software be combined?

Monday, March 23, 2009 1:15:00 PM  
Anonymous Anjo Schuite said...

Dear Hans,

In the explanation or magic quadrant S.O.C.I.A.L. is the I missing.
I think the "I" must stand for Interaction of equal values. A social network will keep alive when the interchange of the information between the nots has equal value.


Monday, March 23, 2009 2:14:00 PM  
Blogger VeeJay Burns said...


To which Hans are you talking?

As for S.O.C.I.A.L. the I is not missing, it belongs to the C, in Collective Intelligence which is much more thaninteraction, it is the creation of emergent behaviour in which the sum of all individuals is more than just adding up the numbers

Monday, March 23, 2009 7:05:00 PM  
Blogger Roy Wasse said...

Very interesting article and I totally agree on your vision about sharing knowledge outside the firewall.

Here's also a remark about the comparison between LC and SP: from what I've seen, SP is more suitable for light DM and Collaboration around documents. This is an important function for usage (specifically) inside the firewall at this moment.

How do you see this?

Wednesday, April 01, 2009 3:27:00 PM  

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