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