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					Trends ............................................................................................................................ 1
  Market size ................................................................................................................. 1
  The social networking phenomenon .......................................................................... 1
  How do organisations react? ...................................................................................... 2
Industry .......................................................................................................................... 3
  Capgemini Consulting ............................................................................................... 3
  Ernst & Young ........................................................................................................... 3
  Deloitte....................................................................................................................... 4
  KPMG ........................................................................................................................ 5
  IBM ............................................................................................................................ 5
  Accenture ................................................................................................................... 6

Trends
Market size
This is a highly lucrative market. According to Forrester, about U.S.$5.4 billion will
be spent on social networking for the enterprise by 2012. Companies are
implementing enterprise-level projects for social software platforms, communities of
practice, expertise location, and social tagging and bookmarking.

The social networking phenomenon
Social networking is an irreversible                                    new ones at the rate of 250,000 per
mega trend that is increasingly                                         day. In contrast to conventional
permeating organizational boundaries.                                   wisdom, more than two-thirds of
In February 2008, Facebook had 66                                       Facebook users are outside of college.
million subscribers and it was adding
   14/10/2009
                                                                                                    FACEBOOK:
   06/07/2009
   28/03/2009                                                                                       The rate of new users has
   18/12/2008                                                                                       increased (>300 000/day in 2009)
   09/09/2008
   01/06/2008
                                                                                   Series1
                                                                                                    The fastest growing demographic
                                                                                                    is the population over 35 years
   22/02/2008
                                                                                                    old.
   14/11/2007
   06/08/2007                                                                                       In June 2009, Facebook has 200
   28/04/2007                                                                                       million users.
                     66 000 000        100 000 000         200 000 000




Social Networking Platforms: Generational Behaviors
How do organisations react?
In facing this problem, organizations take one or more of the following 4 approaches:

Raise the drawbridges. Forbid the use       Ignore the phenomenon. Do nothing to
of consumer technologies in the             prevent or guide use of consumer
workplace.       According  to     the      technologies in the workplace. A prime
aforementioned Yankee Group study,          example is the use of instant messaging
35% of end users report that their IT       tools at work. In the Yankee Group study,
department blocked the use of a third-      65% of respondents report that their
party collaboration tool.                   adoption of unsanctioned collaboration
                                            tools has gone unchecked by IT. This is
                                            probably the most widely adopted (and
                                            most dangerous) approach in effect today.


Provide      enterprise     "look-a-like"   Permit (and even encourage) limited use
equivalents of consumer services. With      of consumer tools, subject to corporate
this approach, companies try to introduce   policies. This is the most forward-looking
enterprise-grade software and services to   policy, though it is not yet widely
"compete" with consumer tools. Some         adopted. The bottom line is that
examples include company home pages,        consumerisation of IT is a trend that is
instant messaging tools, and social         irreversible. Trying to fight it is futile.
networking software. Attempts to adopt      Gartner goes as far as predicting "that
this "private collaboration space" have -   those      that     attempt     to     fight
for the most part-failed.                   consumerisation        will   sink      into
                                            irrelevance." For those that still doubt the
                                            impact of this trend, one has only to
                                            consider what happened to companies
                                            that ignored the Internet.
Industry
Capgemini Consulting

Ernst & Young
A Data Centric Approach, Deloitte’s D-Street:
Roll out                                    photographs, resumes, work, and
The alpha version of D Street was           community affiliations, and former
launched in June 2007, and was based        employers. D-Street enables workers to
on     a    commercially       available    introduce colleagues to one another,
collaborative platform. The initial         list    external    social    network
rollout was to 1,500 employees.             memberships and write blogs. There’s
Currently, all 46,000 members of the        also a “guest book,” in which visitors
organization are in the system.             can leave comments.

Purpose                                     Reluctants and Evangelists
The D-Street business challenge is to       A gap still exists between collaboration
enable      meaningful      connections     evangelists and those for whom “it’s
between 42000 people. D Street has          just not part of their DNA,” says
capabilities that are similar to            Romeo. To encourage reluctant people,
Facebook’s, except that profiles are        the team will continue educating
pre-populated with basic information,       employees about the value of
including name, job title, and contact      collaborative technology, and it plans
information.       Employees         can    to expand the technology to increase D
personalize the profiles with things like   Street’s value and utility.
KPMG




IBM: BeeHive
Roll out:                                   to learn from them without the red tape
IBM this technology in 2007 to a            that a large corporation can bring.
group of 250 trial users in mid summer
before allowing the entire company          Reluctants and Evangelists
access in the fall.                         While many employers fear that it is
                                            only Gen Y employees who will
Purpose:                                    embrace SNS. Not true, says Dimiccio,
Beehive is an internal community            who says that employees across all
network for IBM employees, an               ages, levels and countries are using
internal mechanism for them to share        Beehive. "All [participants] are signing
thoughts about corporate projects and       on to get different results," says
data. The program launched in               Carvin. Older employees might use
September 2007. On this platform, the       technology to list projects they're
27,000 IBMers can post pictures,            working on, while younger employees
video, and one-sentence updates about       might be more apt to connect with one
themselves. What’s more, IBM’s              another. As more and more young
workforce can use their Beehive             employees enter the workforce, this
profiles to highlight their expertise and   demand will only grow.
past experience, giving others a chance
Accenture

				
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