Cmu next gen_ua trends 2011

Rational Software

09/21/2011 © 2011 IBM Corporation

Information Trends and the Evolution of Professional Communication

Stephanie L. Trunzo email. sltrunzo@us.ibm.com twitter. sltrunzo

Krista Meyer email. kdmeyer@us.ibm.com twitter. kristameyer

Thanks to Mitzi Montoya, Tony Driscoll, and Sera Lewis for partial material

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Stephanie Trunzo@sltrunzo

sltrunzo@us.ibm.com

http://www.linkedin.com/pub/stephanie-trunzo/1/1b1/485

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Krista Meyer@kristameyer

kdmeyer@us.ibm.com

http://www.linkedin.com/pub/krista-meyer/3/161/39b

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What shall we discuss?

Trends– Services– Customization– Semantic web– Social media– Business analytics

Applying trends to your future careers– IBM examples– Challenges

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Selling services is selling information! UA is in one of the best positions to address this

change in industry: – Information wranglers, and advocates for user experience

Past: Information Development delivered as a product (books)Now: User Assistance delivered interactivelyFuture: Information Enablement crafting infrastructure and experiences, harnessing community-created information

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Designing experiences, leveraging best practices Fundamentally, customers don’t want choice; they just

want exactly what they want. – Transparent customization - observing a customer and then

designing the perfect good or service for that customer without him or her even knowing it has been customized.

– Voluntary customization - allowing the customer the choice of crafting their own experience

– Best practices - Leveraging the experience of others to jumpstart your own ramp-up and system optimization

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Semantic web is to information architecture...

http://www.w3.org/standards/semanticweb/In addition to the classic “Web of documents” W3C is helping to build a technology stack to

support a “Web of data,” the sort of data you find in databases.

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Business analytics Business analytics focuses on developing new insights and understanding of business performance based on data and statistical methods. Business intelligence is querying, reporting, OLAP, and "alerts".In other words, [business intelligence] can answer questions such as:•what happened•how many•how often•where the problem is•and what actions are needed. Business analytics can answer questions like:•why is this happening•what if these trends continue•what will happen next (that is, predict)•what is the best that can happen (that is, optimize).[3]- Wikipedia

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What social media is all about

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Example: User Assistance for software

Before Current Future

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Open Services Lifecycle Collaboration (OSLC) http://open-services.net/ Tim Berners Lee - TED talk

11

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Executive Dashboard: http://jazz.net/projects/executive-dashboard/

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IBM examples in social media

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Challenges

Innovation and change polarizes people - be prepared for positive and negative reactions

Technology adoption cycle -> high adoption, huge drop-off -> right level of usage/stabilization

Initially, the technological discontinuity may have lower performance than incumbent technology. In 1771 Joseph Cugnot’s early automobile was not put into production because it was slower and harder to operate than a horse drawn carriage. Schilling, p. 38

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Lightbulbs?

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Experience Economy

Innovation translates into profit by moving up the experience chain

Pine, Joseph and James Gilmore. The Experience Economy. Harvard Business School Press. 1999.

The classification for each stage in the evolution of products is:

A commodity business charges for undifferentiated products.

A goods business charges for distinctive, tangible things.

A service business charges for the activities you perform.

An experience business charges for the feeling customers get by engaging it.

A transformation business charges for the benefit customers (or "guests") receive by spending time there.

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What is social media?

We  define  social  network  sites  as  web-­‐based  services  that  allow  individuals  to  (1)  construct  a  public  or  semi-­‐public  profile  within  a  bounded  system  (2)  ar=culate  a  list  of  other  users  with  whom  they  share  a  connec=on(3)  view  and  traverse  their  list  of  connec=ons  and  those  made  by  others  within  the  system.

Boyd,  d.  m.,  &  Ellison,  N.  B.  (2007).  Social  network  sites:  Defini=on,  history,  and  scholarship.  Journal  of  Computer-­‐Mediated  Communica4on

Wikipedia Jan, 09Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings.[1] The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning among communities, as people share their stories and experiences. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).

Social media is the use of technology combined with social interaction to create or co-create value. http://www.ducttapemarketing.com/blog/2008/09/25/the-definition-of-social-media/

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Social computing guidelines

The IBM social computing guidelines were written by and for IBMers, and available for everyone to see

Call for responsible engagement in innovation and dialogue

Remind us to be honest, be open, and present ourselves as ourselves

Used as a model by others See this slideshare for a quick view of how IBM

shifted corporate culture to embrace social media

•http://www.web-strategist.com/blog/2008/04/04/the-variance-of-corporate-social-media-policies/ •http://www.businessweek.com/magazine/content/08_22/b4086056643442.htm •http://erikkaiser.com/wp/2009/06/the-experiment-ibm-social-media-jams/

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Example of social listening and IBM Rational An easy and effective way to

provide additional value to our customers & partners

Using “listening” tools to follow conversations about the IBM Rational brand across social networking sites

Focus on using what we hear to improve relationships with individuals– Letting them know that we’re

listening– Showing that we’re interested in

improving their experience with our products

Example 1: User tweeted about an issue IBMer “heard” his tweet Problem found and fixed; thanked

the tweeter for mentioning the issue.

Example 2: User tweeted a question about

ClearQuest IBMer found the solution and

delivered it to the tweeter Built a positive connection with a

Rational customer.

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Web 1.0->2.0->3.0

Reputation Platform(Sales)

3Di Web 2.0Web 1.0

Access ParticipateValueProposition

PosterChildren

Platforms

Find

Access Platform(Transaction Fees)

Search Platform(Advertising Fees)

Commerce Platform(Sales) Participation Platform

(Membership Fees)

Referral Platform(Referral Fees) Alternate Currency

Platform(Exchange Fees)

Share Collaborate Co-Create

Creation Platform(In-World Sales)

[map UA into this design]

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Identifying influencershttp://beta.klout.com/

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How to use Klout • Topic influencers - Chrome browser extension

• Samples and promotions - KloutPerks

• Customer service preference

• Influential sources attached to content - Huffington Post

7 Ways Smart Businesses Are Leveraging Klout http://socialfresh.com/klout-how-to/