Business Use of Social Media and Impact on Enterprise Architects

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ITIL SS thru EA.ppt

Business use of Social Media and Impact on Enterprise Architecture

7 Mar 2013 Architecture Community of Practice (ACoP)

Forum

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ITIL SS thru EA.ppt

My Organisation Institute of Systems Science www.iss.nus.edu.sg Part of National University of Singapore Support national IT competency development needs Faculty of practitioners from industry with average of

more that 15 years experience each Caters to working IT professionals

■ Post-Graduate Programmes ■ Executive Programmes ■ Consulting ■ Industry Research




ITIL SS thru EA.ppt

About Myself TOGAF® 9 Enterprise Architect, AIIM BPM Master CGEIT, CITPM (Senior), COMIT, ITIL® Expert Chartered IT Professional 20 years of IT management experience

Enterprise Architecture and Planning Business Process Improvement Application Development IT Operations

Consultancy for private and public sector

Enterprise Architecture CMMI

Goh Boon Nam [email protected] Chief, New Initiatives Institute of Systems Science

ITIL® is a registered trade mark of the Cabinet Office TOGAF is a registered trademark of The Open Group in the United States and other countries


mailto:[email protected]�


ITIL SS thru EA.ppt

Agenda

Enterprise Architecture 101 Recap What actually is Social for Business Use? Can EA apply to Social for Business Use?



ITIL SS thru EA.ppt

Enterprise Architecture 101 Recap



ITIL SS thru EA.ppt

Enterprise Architecture To translate strategic business vision

into effective change ■ Masterplan developed by business users

and IT • Future Business architecture (eg.

functions & processes) • Future IT architecture (application,

data, technology) ■ Enterprise-wide, Strategic and Long-term

(3 to 5 years) ■ With Transition Plan and Implementation

Governance

BusinessVision &Strategy

Effective EnterpriseChange

EA



ITIL SS thru EA.ppt







Governance

TechnologyArchitecture

Hardware, software, network

Application Architecture

Services

DataArchitecture

Data, information

Business Architecture

Business processes, organization, people



ITIL SS thru EA.ppt







Governance

Leve

l of W

ork

StrategicPre-Project Project Post-Project

Tactical

Enterprise Architecture

Select right things to do

Do things well

Ensure right things get done

Project ManagementProject

ManagementProject Management

Project –Project Mgt /

Systems Architecture



ITIL SS thru EA.ppt

Enterprise Architecture – Example

Adapted from:



ITIL SS thru EA.ppt

Future Business Architecture – Functions

Source: http://portal.hud.gov/hudportal/documents/ huddoc?id=DOC_15169.pdf

Duplication in Functions

Streamlined Functions

Foreclosure New Function/s



ITIL SS thru EA.ppt

Future Business Architecture – Processes

Current Business Process

Future Improved Business Process



ITIL SS thru EA.ppt

Application Architecture – Current

Source: http://portal.hud.gov/hudportal/documents/huddoc?id=DOC_13845.pdf Source: http://portal.hud.gov/hudportal/documents/huddoc?id=DOC_13845.pdf

Wasteful Redundancy and Siloed Applications

duplicate applications for same process

applications cover only a process & not whole function



ITIL SS thru EA.ppt

Application Architecture – Future Target

Source: http://portal.hud.gov/hudportal/documents/huddoc?id=DOC_13845.pdf

Streamlined Portfolio of Applications/ Modules

Foreclosure Module

New Application/s or Module/s



ITIL SS thru EA.ppt

Future Data Architecture

Streamlined Portfolio of Data Sources -Consistent data - “Single” source of truth & New Data


New New New Streamline Multiple Sources



ITIL SS thru EA.ppt

Future Technology Architecture – Which Technologies to Use

• Target Future (TF) • Pilot (P) • Target Current (TC) • Maintain (M) • Obsolete (O)

HUD TRM CATEGORY Parent Name Product Version

HUD TRM Status

Application Server Software SUN JAVA SYSTEM APPLICATION SERVER 9 TF

Application Server Software SUNONE APPLICATION SERVER 8.2 TC

Application Server Software SUNONE APPLICATION SERVER 7 M

Application Server Software SUNONE APPLICATION SERVER 6.5 O

Asset Management Tools OPEN VIEW ASSET CENTER 5 TF

Asset Management Tools OPEN VIEW ASSET CENTER 2 TC

Business Intelligence MICROSTRATEGY 8.X TF

Business Intelligence CRYSTAL REPORTS 8.5 M

Business Intelligence CRYSTAL REPORTS 8 O

etc.. Source: http://portal.hud.gov/hudportal/documents/huddoc?id=DOC_13829.pdf



ITIL SS thru EA.ppt


Streamlined Technology Architecture (example)

Future Technology Architecture – How Put Together



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Transition Planning Source: http://portal.hud.gov/hudportal/documents/huddoc?id=DOC_13840.pdf



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Implementation Governance

Source: http://portal.hud.gov/hudportal/documents/huddoc?id=eatpv6.pdf

• Controlling the points where new processes and IT may get introduced

• Approval of New project

proposals

• Approval of Design of new processes / systems

• Approval of Acquisitions

• Monitoring effectiveness of the projects arising from the EA plan

• Post-Implementation Reviews



ITIL SS thru EA.ppt

EA 101 - Summary

Plan the organisation’s future ■ Process ■ Applications ■ Data ■ Technology

Plan the transition to the future Govern the implementation Monitor for need to plan again



ITIL SS thru EA.ppt

EA – Transactional vs Social / Collaborative EA caters well to

■ Transactional business processes ■ Transactional business applications ■ Structured data arising from above ■ Technology to support the above

How well does it cater to social

/collaborative?



ITIL SS thru EA.ppt

Perceptions of Social in relation to EA

Perception - EA does not apply or cater well to Social for Business use due to ■ Content dependent on the participants

• “Social can’t be planned – it happens” ■ Collaborative/social business process (vs Transactional)

• “Social processes are fuzzy and can’t be defined / planned” ■ Free Cloud Applications

• “We can’t own or manage it” • “We can’t control staff/depts from using it” • “There is no technology to own or manage”

■ Data that are Unstructured (vs Structured Data) • “EA does not cater to unstructured data”



ITIL SS thru EA.ppt

What actually is Social for Business Use?



ITIL SS thru EA.ppt

What actually is Social for Business Use General Scenarios Sample of some uses Tools

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ITIL SS thru EA.ppt

Business Use of Social – Different Scenarios

Transact Social

Transactional vs

Social

Social Use Objective

Engage Manage Work

Crowd- Sourcing

Parties Involved

• B2C / C2C • B2B • B2E / E2E



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ITIL SS thru EA.ppt

Business Use of Social – Sampling of Some Uses Business Social Media Site/Property General Community Pages in Business

Website Business Crowdsourcing Internal Business use of Social Hybrid Transactional-Social Business

Webpage



ITIL SS thru EA.ppt

Business Social Media Site / Property https://www.facebook.com/HUD https://www.facebook.com/flyscoot


https://www.facebook.com/HUD�

https://www.facebook.com/flyscoot�

https://www.facebook.com/flyscoot�


ITIL SS thru EA.ppt

Community Pages in Business Website

element14 is a high-service distributor of technology products and solutions for electronic system design, maintenance and repair.

Source: http://www.element14.com/community/threads?ICID=discussions_subnav#/?page=6


http://www.element14.com/community/threads?ICID=discussions_subnav�


ITIL SS thru EA.ppt

Business Crowdsourcing

http://www.ideastorm.com/


http://www.ideastorm.com/�


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Internal Business Use of Social



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Hybrid Transactional-Social Business Webpage

Source: http://www.amazon.com/All-New-Square-Foot-Gardening/dp/1591862027/ref=sr_1_2?s=books&ie=UTF8&qid=1361869448&sr=1-2&keywords=square+foot+gardening


http://www.amazon.com/All-New-Square-Foot-Gardening/dp/1591862027/ref=sr_1_2?s=books&ie=UTF8&qid=1361869448&sr=1-2&keywords=square+foot+gardening�












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ITIL SS thru EA.ppt

Sampling of Supporting Tools

Social Media Management Tools Social Plug-Ins/Portlets to Company Web

Pages Crowdsourcing Management Platforms Recommendation Engines (Collaborative

Filtering type) Social Media Platform APIs (eg. Facebook

APIs)



ITIL SS thru EA.ppt

Social Media Mgt Tool

1. Organise In-House Writers & Reviewers

2. Publish Anywhere

3. Monitor Multi-Channels & Engage

4. Keep Complete Records

5. Analytics & Reporting

Spredfast, Salesforce Marketing Cloud, HootSuite, TweetDeck etc

http://www.spredfast.com/product/


http://www.spredfast.com/wp-content/uploads/2012/05/Spredfast-Approval-Teams-Flexibility.jpg�

http://www.spredfast.com/wp-content/uploads/2012/05/Publishing-page.jpg�

http://www.spredfast.com/wp-content/uploads/2012/05/Spredfast-Social-Inbox.jpg�

http://www.spredfast.com/wp-content/uploads/2012/05/Spredfast-System-of-Record.jpg�

http://www.spredfast.com/wp-content/uploads/2012/05/Spredfast-Tactical-Care-Response.jpg�

http://www.spredfast.com/product/�


ITIL SS thru EA.ppt

Social Plug-Ins/Portlets to Company Web Pages

WordPress, Disqus, Portal Software (eg. IBM Customer Experience Suite etc)

http://www-10.lotus.com/ldd/insidelotusblog.nsf/dx/ogs-demos-part-3


http://www-10.lotus.com/ldd/insidelotusblog.nsf/dx/ogs-demos-part-3�


ITIL SS thru EA.ppt

Crowdsourcing Mgt Platform

IdeaScale, Spigit etc

http://ideascale.com/


http://ideascale.com/�


ITIL SS thru EA.ppt

Recommendation Engines (Collaborative Filter Type)

http://easyrec.org/recommendation-engine

easyrec, PredictiveIntent etc


http://easyrec.org/recommendation-engine�




ITIL SS thru EA.ppt

Facebook API and Apps

http://developers.facebook.com/docs/concepts/opengraph/overview/


http://developers.facebook.com/docs/concepts/opengraph/overview/�


ITIL SS thru EA.ppt

Can EA apply to Social for Business use?



ITIL SS thru EA.ppt

Perceptions of Social in relation to EA

Perception - EA does not apply or cater well to Social for Business use due to ■ Content dependent on the participant

• “Social can’t be planned – it happens” ■ Collaborative/social business process (vs Transactional)

• “Social processes are fuzzy and can’t be defined / planned” ■ Free Cloud Applications

• “We can’t own or manage it” • “We can’t control staff/depts from using it” • “There is no technology to own or manage”

■ Data that are Unstructured (vs Structured Data) • “EA does not cater to unstructured data”



ITIL SS thru EA.ppt

Social for Business can be Planned & Cloud Apps can & need Governance

https://marketing.purdue.edu/Toolkit/SocialMedia/SocialMedia_Strategy_Template.pdf

Eg. Social Media Strategy


https://marketing.purdue.edu/Toolkit/SocialMedia/SocialMedia_Strategy_Template.pdf�


ITIL SS thru EA.ppt

It is Possible to Plan for Business Processes to be Enhanced by Social

From 1-way advertising to 2-way conversation

From Company Helpdesk to Customer Self-Support

From internal R&D to crowdsourcing

From conventional work mgt to collaborative management

From passive order taking to active selling

Examples:



ITIL SS thru EA.ppt

Also Possible to Plan for Social Tasks

1. Organise In-House Writers & Reviewers

2. Publish To Different Social Channels

3. Monitor Multi-Channels & Engage

4. Keep Complete Records

http://www.spredfast.com/product/

5. Analyse & Report


http://www.spredfast.com/wp-content/uploads/2012/05/Spredfast-Approval-Teams-Flexibility.jpg�

http://www.spredfast.com/wp-content/uploads/2012/05/Publishing-page.jpg�

http://www.spredfast.com/wp-content/uploads/2012/05/Spredfast-Social-Inbox.jpg�

http://www.spredfast.com/wp-content/uploads/2012/05/Spredfast-System-of-Record.jpg�

http://www.spredfast.com/product/�

http://www.spredfast.com/wp-content/uploads/2012/05/Spredfast-Tactical-Care-Response.jpg�


ITIL SS thru EA.ppt

EA Business Architecture Techniques Being Enhanced for Social Tasks

Recognition that EA business models need to cater for social processes / tasks • EU Funded Project, 2 years • 4 SMEs + 2 Universities

• Main deliverables •Methodology •Modeling languages (see next 3 slides) •Reusable design patterns •Forward engineering architecture •Cases, cases, cases…

www.bpm4people.org


http://www.bpm4people.org/�


ITIL SS thru EA.ppt

Notation

Social Task Types

Attribute value Icon

Comment

Vote

Invite

Rank

Comment

Vote

Invite+

Rank

http://www.slideshare.net/mbrambil/bpmn-workshop-2011-a-bpmnbased-notation-for-socialbpm


http://www.slideshare.net/mbrambil/bpmn-workshop-2011-a-bpmnbased-notation-for-socialbpm�
















ITIL SS thru EA.ppt

Social generation of metrics for quality assessment of government offices (PA sector)

A simple example Lo

cal g

over

nmen

t offi

ce

Evaluate all metrics

Sup

ervi

sor

Identify public

metrics

Soc

ial N

etw

ork

Citi

zens

Public Metrics

Calculate weighted

evaluation resultPublish metrics

to citizens

CommentVote on public

metrics

Collect and review votes and

commentsPublish

evaluation result

http://www.slideshare.net/mbrambil/bpmn-workshop-2011-a-bpmnbased-notation-for-socialbpm


















ITIL SS thru EA.ppt

You can Plan for Applications to Support the Social-Enabled Processes Examples: • Company satellite Social site • Community module in Company website • Crowdsourcing Application • Work Collaboration Application • Enhanced e-Commerce Module incorporating Customer

Recommendations • Social Media Management Application Can also plan transition plan for above – example: • Possible Social Media Management Application transition could

be • Start with free tools like HootSuite and Facebook Insights • Later transition to paid tools like Spredfast



ITIL SS thru EA.ppt

You can Plan for Key Social Data and Their Usage

Where to find social data types? Clues:

■ Social Platform API object types ■ Social Analytics data

Facebook Objects Album Comment FriendList Message Page Photo Post Status message User Video etc…


http://developers.facebook.com/docs/reference/api/album/�

http://developers.facebook.com/docs/reference/api/Comment/�

http://developers.facebook.com/docs/reference/api/FriendList/�

http://developers.facebook.com/docs/reference/api/message/�

http://developers.facebook.com/docs/reference/api/page/�

http://developers.facebook.com/docs/reference/api/photo/�

http://developers.facebook.com/docs/reference/api/post/�

http://developers.facebook.com/docs/reference/api/status/�

http://developers.facebook.com/docs/reference/api/user/�

http://developers.facebook.com/docs/reference/api/video/�


ITIL SS thru EA.ppt

You can Select & Plan Suitable Technologies Examples

■ Social Platforms • Eg. Facebook, Twitter

■ Social Media Management Tools • Eg. Hootsuite, Spredfast

■ Work Collaboration Tools • Eg. Google Docs, Sharepoint, IBM Connections

■ Social Plug-Ins for Website • Eg. WordPress, Disqus, Portal Software (eg. IBM Customer

Experience Suite etc) ■ Application Programming Interface

• Eg. Facebook API ■ Recommendation Engine

• Eg. easyrec, PredictiveIntent



ITIL SS thru EA.ppt

Summary – EA can and should apply to Social for Business Use

Planning the organisation’s future social ■ Processes ■ Applications ■ Data ■ Technologies

Transition Planning Implementation Governance Monitor for need to plan again



ITIL SS thru EA.ppt

For Further Information

Please refer to: http://www.iss.nus.edu.sg/ Or email Goh Boon Nam at: [email protected] For course on Social Media for Business: http://www.iss.nus.edu.sg/ProfessionalCourses/SearchCourse/CourseDetail/tabid/267/cid/146/cname/nicf-enterprise-social-business-bootcamp-leveraging-social-for-business-outcomes/Default.aspx

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mailto:[email protected]�

http://www.iss.nus.edu.sg/ProfessionalCourses/SearchCourse/CourseDetail/tabid/267/cid/146/cname/nicf-enterprise-social-business-bootcamp-leveraging-social-for-business-outcomes/Default.aspx�





















ITIL SS thru EA.ppt

Q & A

52



ITIL SS thru EA.ppt

The End

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