Social Media – wie können Unternehmen davon profitieren? Unternehmensstammtisch Eisenberg, 5. Dezember 2011 Paul Mueller Integrated Communication Systems Lab Dept. of Computer Science University of Kaiserslautern Paul Ehrlich Bld. 34, D-67663 Kaiserslautern, Germany Tel.+49 631 205 2263, Fax. +49 631 205 3056 www.ICSY.de
The challenge …
„Probleme kann man niemals mit derselben Denkweise lösen, durch die sie entstanden sind.“
Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
“We can't solve problems by using the same kind of thinking we used when we created them.” 2
Global Trend: The Internet The Internet From human-to-human communication (e.g. E-Mail)
to Human-to-machine communication (z.B. WWW)
up to Machine-to-machine; Serviceto-service communication •
Fokus shifts more and more away from humans towards computers and applications
Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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Global Trend: The Internet The roads − Autobahn, highways, … − DSL, leased lines, UMTS, LTE, …
The transport − Trucks, cars, … − Different capacity, different speed, … − Packets
The rules − − − −
Traffic rules and signs Routing Rule enforcement ? The Internet protocol suite
The Goods − Different size, volume, … − The applications Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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Global Trend: Endsystems From fixed to mobile end systems − PCs, Laptops, cell-phones, smart-phones,… − Tablets, …
Increased enterprise mobility − − − −
True one number service Next gen devices (WiFi, UMTS, LTE,…) Demand for smart applications (SOA) Better integration (B2B, B2C,…)
Social Networking − Businesses recognizing the value of social networks within the organization and across the organization boundaries. − Public portals • Google, Yahoo, Microsoft, …
Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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Motivation 2011 Companies already have… − E-mail, Instant Messenger, intranets, document sharing software, knowledge management, etc. BUT …
Some open questions
− Huge amount of information (e.g., incoming e-mails) − Not easy to find what you are looking for • Channels (e.g., Instant Messenger) can‘t be searched by anyone else − How to adequately capture and share knowledge?
− Who is currently working on similar problems? − Which is the right way to perform this analysis? − Do we have a template for it?
All this leads to Enterprise 2.0 6
Enterprise 2.0 Enterprise 1.0
Enterprise 2.0
From: Selbstorganisation oder Anarchie? Erfahrungen zu Enterprise 2.0 – MÜNCHNER KREIS 2008 Source: http://www.flickr.com/photos/ivydawned/2861675978/ and http://www.flickr.com/photos/jensenchua/2906291822/
Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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Enterprise 2.0 Common Understanding − Association for Information and Image Management defines Enterprise 2.0 as • “a system of Web-based technologies that provide − rapid and agile collaboration, information sharing, − emergence and integration capabilities
• in the extended enterprise“ [AIIM10]
Typical components − − − − − −
Search: mechanisms to retrieve required content Links: mark important content & provide structure Authoring: i.e. to contribute Tags: better categorization of content Extensions: recommendations or preference matching based on profiles Signals: inform users when new interesting content appears SLATES @Andrew McAfee, Dion Hinchcliffe
Utilization of Web 2.0 technologies within an enterprise Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
Source: [AIIM10], [McAf06] 8
Use of Web2.0 Technologies Building the Web 2.0 Enterprise: McKinsey Global Survey Results (2008)
Source: https://www.mckinseyquarterly.com/Business_Technology/BT_Strategy/Building_the_Web_20_Enterprise_McKinsey_Global_Survey_2174 Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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Typical Applications: Wikis and Blogs Wikis − Easy to use (add and edit content) − Plain text editing and simple markup syntax − Version control − Discussion − Access control
Blogs (Web Logs) − − − − − −
Entries written in chronological order Displayed in reverse chronological order Used for commentary or online diaries Combines text, images, and links Readers are able to leave comments Specialized Blogs: Vlog, Podcast
Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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Typical (virtual) Communities Features − Group of people • Sharing interests and/or goals
− Communication and Interaction between members via Internet − Certain participation patterns − Cross organization − Participants have a “social” identity
Community
Precompetitive activities Research Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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Challenge: User Acceptance Former Google Wave − Combined e-mail, Instant Messenger, collaborative work on documents − Intended to change the way people communicate
Main inhibitors − „Too hard to use“ Knowledge required − No reasons to use it Unclear benefits − Deviation from the usual way of working Lack of everyday work integration Source: Screenshot – http://www.bbc.co.uk/news/technology-10877768 Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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Online Social Networks What are Online Social Networks? − Web-based community platforms − Presentation and linking of personal data − Several hundred millions of users
Motivation of involved actors: − User entertainment • Storing and searching for content • User to user interaction • Secure storage and communication − Provider profit • High profit (ads for many users) • Low operational costs (servers,…) • Controlled service quality
Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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Challenges for Companies
Investors Customers
Potential Employees
Influencers
Employees
Press/Analysts
Competitors Partners
Web 2.0 technologies facilitate communication between groups
Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
Source: according to Elizabeth Albrycht:, EuroBlog 200614
Enterprise 2.0 in Action at IBM Enterprise 2.0 available to 420,000 of US employees − 168 countries, − >2,000 locations, − >140,000 remote workers
BluePages:
Dogear:
1,800+ online communities
Search satisfaction
− 590,000 profiles; − >1 Million searches per week − with 147,000 members and >1 Million messages
Blogging @ IBM:
− 64,000 bloggers; 133,000 entries; 32,000 unique tags
− 655,000 bookmarks; 1.7 Million tags; 24,000 users − >9 Million Instant Messages per day − increased by 50% − with productivity driven savings of $4.5M per year
Reductions in
− phonemail, email server costs
From: Selbstorganisation oder Anarchie? Erfahrungen zu Enterprise 2.0 – MÜNCHNER KREIS 2008 15
Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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Evolution of Computing Paradigms
What‘s next?
Cloud Computing Software as a Service next generation of applications on demand over the Internet
Internet computing
Utility Computing computing resources as a pay-per-use service
Grid Computing parallel computing to solve large problems
1995
Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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2011
Source: adapted from [Hek]
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Cloud Computing Working definition − A model for enabling convenient, on-demand network access to a shared pool of configurable computing resources (e.g., networks, servers, storage, applications, and services) − Resources can be rapidly provisioned and released − With minimal management effort or service provider interaction
Cloud model includes − Three service models − Four deployment models
Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
Software as a Service (SaaS) Platform as a Service (PaaS) Infrastructure as a Service (IaaS)
Private Cloud
Public Cloud
Community Cloud
Hybrid Cloud
Source: [NIS10]
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Social Networks and Cloud Computing Motivation
− Security and privacy issues in the cloud
Approach
− Establish a dynamic cloud infrastructure within a social network − Make use of existing friend relationships to establish trust − Combination with market controls
Reliable and long-term, regulated resource sharing
Downsides
− Introducing a market-driven system into a social network − Most online friendships do not translate into trusted relationships Source: Screenshot – http://spectrum.ieee.org/computing/networks/how-facebook-could-make-cloud-computing-better
Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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Human Cloud and Crowdsourcing Machine-Cloud and Human Cloud −
−
Project granularity and evolution of work organization Machine Cloud, Human Cloud & Crowdsourcing
Crowdsourcing Platforms −
− −
Prerequisites and enabling technologies Google and emerging “currencies” in Internet Amazon’s Mechanical Turk, Microworkers & Co.
Modeling Issues − −
Modeling methodology for Social Media Networks Models of Growth Dynamics
Quo vadis −
Sandbox or business models?
Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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Evolution of Work Organization
Source: adopted from Phuoc Tran-Gia, University Wuerburg Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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Crowd* Crowdfunding
− capital raising for new projects; three types of crowdfunding models: − (1) Donations, Sponsorship with no expected financial return, − (2) Lending and − (3) Investment in exchange for equity, profit or revenue sharing.
Crowd *
− Any …
Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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Further Challenges Digital Divide - new challenges to the users − Forms of participation (not from a technical point of view) − Retrieval / Trust of content
Collecting data − Digital Rights Management − Blocking web sites
SecondLife − is an online virtual world developed by Linden Lab. − It was launched on June 23, 2003 − Rise and fall of a technology
Future Internet − Are the “roads”, “transport” and “rules” of the current Internet still appropriate? Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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Understanding the political dimension Bud Spencer pool − Facebook voting for a tunnel in Schwäbisch Gmünd
Angela Merkels YouTube channel The PIRATE party − Born by the Internet − Bedingungsloses Grundeinkommen
Presidential election in the US − For Franklin D. Roosevelt, it was radio. For John F. Kennedy, it was television. And for Barack Obama, it is social media.
Politics 2.0 - Power to the People − Protests against Stuttgart21 − Occupy movement Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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Flashmob − −
a group of people who meet suddenly in a public place, perform an unusual act for a short time, then disappear. Flashmobs are organized via often by social media
Arab spring −
is a revolutionary wave of demonstrations and protests occurring in the Arab world that began on Saturday, 18 December 2010.
Cyber* − −
-mobbing -attacks • A cyberattack is an attempt to undermine or compromise the function of a computer-based system.
−
-war, …
Overall Security is an issue Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
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Paul Müller, AG ICSY, University of Kaiserslautern, http://www.icsy.de
Questions
Prof. Dr. Paul Mueller Integrated Communication Systems ICSY University of Kaiserslautern Department of Computer Science P.O. Box 3049 D-67653 Kaiserslautern Phone: Fax:
+49 (0)631 205-2263 +49 (0)631 205-30 56
Email: Internet:
pmueller@informatik.uni-kl.de http://www.icsy.de