1) The document discusses the relationship between identity and social networking in the enterprise, noting that identity communities see relationships as key while collaboration communities see identity as key. 2) It explores how profiles on enterprise social network sites relate to identity, noting gaps around how profiles are used, attributes, privacy, and implications of mixing personal and enterprise profiles. 3) Use case scenarios show how social roles and community participation can augment traditional enterprise identity information to provide a more complete picture of an employee.

1. Mike Gotta Principal Analyst Collaboration and Content Strategies mgotta@burtongroup.com http://mikeg.typepad.com Alice Wang Director Burton Group awang@burtongroup.com Use Cases Driving Identity in Enterprise 2.0: The Consumerization of ITMonday, July 27, 2009

2. Similar Concepts, Different Meanings Enterprise 2.0 & Consumerization of IT On being here to talk about socialtools and applications in front ofan identity audience: Same terms, same topics – butdifferent understandings and context? re: Web 2.0 and Enterprise 2.0… How did we get here? 2

3. Intermingling Of Tribal Beliefs Each community believes that it has discovered fire… Identity community discovers that: “it’s all about relationships” (Blakley, 2008) Collaboration community discovers that: “it’s all about identity” Both groups are coming to realize that: Identity and relationships are the two sides of the social networking coin 3

4. The Web 2.0 Perspective Why now? Web 2.0 Network (Web) as platform Consuming and remixing data Architecture of participation “Social Web” “Open Stack” (Chris Messina, David Recordon, Joseph Smarr) 4 = = Source: The Open, Social Web Workshop http://www.slideshare.net/factoryjoe/the-open-social-web-workshop

5. The Enterprise 2.0 Perspective Why now? Enterprise 2.0 (2006, McAfee) Social software Emergence mechanisms: Patterns and structure inherent in people's interactions to become visible Platform environments: Contributions and interactions are globally visible and persistent over time Social Network Sites (2007, boyd and Ellison) Profile Social graph Ability to view profiles and traverse connections http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html 5

7. Connection assessment

8. including latent connections

9. Social role analysis

10. Community equity analysis

11. Sentiment analysis

12. Reputation analysis

14. 8 Consumerization Of (Enterprise) IT Gap: Social Web Standards Missing For Social Enterprise Enterprise 2.0 Social Network Site Source: The Open, Social Web Workshop http://www.slideshare.net/factoryjoe/the-open-social-web-workshop

15. 9 Profiles = Social Identities Or Identity? Gap: Enterprise is focused on social network site & profiles Recommendations, testimonials, rankings… Projects, hobbies, interests, communities, expertise… Integration & Synchronization Services HR & Learning Management Systems Approved Thirdy-party Systems Identity Management Systems (e.g., Directory) Profile Repository Project Management Systems Collaboration & Content Management Systems

16. 10 Field Study: Enterprise Social Networking Gap: The profile discussion is disconnected from identity Why should employees create a profile? How many profiles should employees have? What attributes (and data) comprises a profile? How much information should be shared? With whom? How accurate are employee profiles over time? What happens to the profile when employees leave? What are the implications when “Social Web” profiles (identities) are co-mingled with enterprise employee profiles (identities)? Where’s the identity assurance? Lotus Notes and LinkedIn example Microsoft Outlook, Xobni, and Facebook example What about social roles and social identities? Social Network Site example

18. Social Graph

20. Social Graph

21. Conversations

23. Social Graph

24. Conversations

26. Forum “Answer Person”

27. Wiki “Gardener” Source: Booz Allen Hamilton

29. Enterprise organizations are adopting a “platform approach” in terms of technology enablement – vendors are as well:

30. Cisco, IBM, Microsoft, Oracle (multi-purpose enterprise platforms)

31. Jive, Telligent (focused on social platform)

32. Atlassian, NewsGator, Socialtext (moving towards platform model)

33. Open source options (Apache Project SocialSite, Elgg, Exo Platform…)

34. Lock-in concerns for Web 2.0 can easily happen with Enterprise 2.0

35. Accrual of data

36. Owning of the namespace

38. Social profiles, social graphs, and social applications enable employees to construct identity facets to suit their own needs

39. IdM teams need to be closely involved with social networking initiatives

40. Identity management (IdM) systems need to better handle “social identity” claimsSource: Burton Group survey (6/15/2009, 551 respondents, 394 for this question).

42. Racial and diversity profiling

43. Example: during the hiring process

44. Example: automatic profile updates when joining a community

45. Security and risk management exposures

46. IP loss

47. Insider threats (befriend / defraud re: social network analysis)

48. Building a “relationship” to a virtual identity

49. Manage the inevitable17

50. 18 The Cautionary Tale: Dell Dell Outlet: Employees Use Of External Social Sites Twitter for business Last December, the companygenerated over $1 million inrevenue through @delloutlet byposting special offers and alsonurturing customer relationshipson Twitter. Today Dell reportedover $2 million in sales through its popular @delloutlet presence.@delloutlet currently boasts close to 625,000 followersseeking exclusive dealsavailable only on themicro community. http://www.briansolis.com/2009/06/delloutlet-cultivates-2-million-on-twitter/ Is this really Dell?

51. 19 The Cautionary Tale: Aetna Aetna on Twitter … maybe? Is this really Aetna? Some people think so…

52. The Cautionary Tale Social Network Analysis: In The Hands Of Everyone? 20 Source: IBM

53. The Cautionary Tale Social Network Analysis: In The Hands Of Everyone? 21 Source: SAP

55. Department, Reporting Chain

56. Group Membership Information

58. Assist customers

59. Escalate issues

61. Prior positions

62. Prior experiences Community Equity: Reputation as being “opinionated” Refer to: http://mikeg.typepad.com/perceptions/2009/07/relationships-and-identity-two-sides-of-the-social-networking-coin.html http://mikeg.typepad.com/perceptions/2009/07/part-2---relationships-and-identity-two-sides-of-the-social-networking-coin.html

64. Department, Reporting Chain

65. Group Membership Information

67. Assist customers

68. Escalate issues

70. Prior positions

71. Prior experiences Community Equity: Reputation based on Profile indicates experienced subject matter expert But peer reputation still swayed by perception of being “opinionated”

72. 24 Use Case Scenarios “Best Practices Wiki” & Social Roles: “WikiGardener” Edit/Create Page Over Time Editor History Page Contributors RecordsManagement Article Page Discussion Page Community

73. 25 Use Case Scenarios “Marketing Forum” & Social Roles: Forum post bymarketing employee Bi-directional Tie(replied to) One-way Tie (no reply)

74. 26 Use Case Scenarios “Product Development Forum” & Social Roles: Forum post byproduct strategyemployee Bi-directional Tie(replied to) One-way Tie (no reply)

75. 27 Use Case Scenarios “Community Equity” & Social Roles: 3. Marketing leadershipsubscribes to those tagsand learn about Mary’sblog 5. Mary’s blog points to herProfile where they learn abouther expertise and participationin other communities, includingthe Marketing forum – perceptionof Mary changes tag 2. They tag posts in a variety of ways includingmarketing_ideas and marketing_issues 4. Some in Marketingsubscribe directly toMary’s blog 1. Mary’s blog entries grab the attention of product strategists tag Mary’s Blog

77. Department, Reporting Chain

78. Group Membership Information

80. Assist customers

81. Escalate issues

83. Prior positions

84. Prior experiences Community Equity: Reputation based on Profile indicates experienced subject matter expert Peer reputation becomes much more positive based on Mary’sparticipation and contributions