Evolution of Social Software in IBM

University Seminar

“Evolution of Social Networking

in IBM”

Chris Sparshott, IBM Social Software

“I think there is a world marketfor maybe five computers.”

Thomas Watson, chairman of IBM, 1943

“Computers in the future may weigh no more than 1.5 tons. ”

Popular Mechanics, 1949

“There is no reason anyone would want a computer in their home. ”

Ken Olsen, founder of DEC, 1977

“640K ought to be enough for anybody. ” Bill Gates, 1981

Things Change

Agenda

• IBM Research• Evolution of Social

Networking (in IBM)

• Opportunities• Questions

4

Lasik technology

History of IBM Innovation

5

Lasik technology

History of IBM Innovation

Centre for Social Software

• Centre of excellence for social software research

• Key research goal: promote “venture research,” based on scalable internal and external deployment

• Headquartered in Cambridge, MA, USA

• Local programs in first year include Corporate Residency Program, year-round internships and public speakers series

• Globally, the center is a focal point for social software research and development. It is a partnership of IBM Research, IBM Global Business Services, IBM Software Group and IBM’s CIO office.

Michael Muller, IBM Researcher

Internship Opportunities

Smarter Planet

Smart traffic systems

Smart water management

Smart energy grids

Smart healthcare

Smart food systems

Intelligent oil field technologies

Smart regions

Smart weather

Smart countries

Smart supply chains

Smart cities

Smart retail

“The vision of service science is to discover the underlying principles of complex service systems”

We don’t have a roadmap for investment e.g. if I put 80% of my investment in a service no way of knowing or predicting the performance improvements.

Vision of Service Science

Evolution of Social

Networkingin IBM

11

1. NOSS / Mainframe

2. Domino and Lotus Notes

3. Bluepages

4. Dogear

6. Smallblue

7. Lotus Connections

8. Atlas for Lotus Connections

9. Beehive

10. Beehive for Lotus Connections

*1

*1 Chris’ best guess

Evolution Roadmap

11: Virtual World (MUVE)

integration

*1

5. Fringe

Email, calendars, communities, corporate directory lookup

1. Mainframe

Corporate directory went into a domino directoryRAD development environmentIntranet userid and password was bornEnhanced corporate directory became a possibility


Combined (mashed-up)* Mainframe / HR* Lotus Domino* Unstructured data* Applications* Bespoke Solution

3. Bluepages

4. Dogear IBM Research on Tagging

• Using Social Tagging to Improve Social Navigation – David R Millen and Jonathan Feinberg

• Supporting social search with social bookmarking– David R Millen, Steve Whittaker**, Meng Yang,

Jonathan Feinberg (** University of Sheffield)• Dogear: Social Bookmarking in the

Enterprise – David R Millen, Jonathan Feinberg, Bernard Kerr

Return on Contribution (ROC) = Benefit

Cost

Dogear Analysis: Return On Contribution is a ratio of benefit divided by cost

*No direct monetary costs the metric is therefore based on people

*Assume employees make appropriate and strategic use of available collaborative resources

Return on Contribution (ROC) =

Number of people who benefit from a resource

Number of people who create or contribute to that resource

Dogear: Return on Contribution

Measure Social-BookmarkingConsumers 10896Bookmark -Originators 4213Return on Contribution(Consumers)

2.59

Return on Contribution (ROC) = = = 2.5910896

4213

Consumers

Originators

* Some consumers may also be originators (Michael Muller’s research)

5. Fringe (Bluepages + Dogear)

6. SmallBlue Value of Social NetworksA Large Scale Analysis on

Network Structure Impact to Financial Revenue of Information

Technology Consultants

http://smallblue.research.ibm.com/

• To estimate the value of social networks.• How does social capital influence productivity• Study in depth how information workers obtain

information through various communications channels and social networks

• To measure the impact to revenue at the personal and project level of the information workers

Objective

IBM Global Services Business Consultants

Who did IBM study?

Perform high quality project workDelight the customerGenerate repeat businessMake $ for IBM

(…and to stay off the bench)

What is the role of a Consultant

• 2600 IBM Global Business Services consultants over 2 years (2006-2008)

• Across 70 Countries• Derive the network of

350k employees• Overall observation of

10k consulting projects

What was measured?

People interaction

Emails, Instant messaging

Why is this important?

Exact time of interactionContent exchanged

What was measured?

• Detailed and objective performance measurements of the consultants

• Number of billable hours• Number of projects• Revenue generated• Explore relationship

between social network and productivity of those consultants

What was measured?

Efficient access to information

Timely access to valuable information results in higher quality decision making

Conducted 15 intensive interviews

• The value of each person in your address book is $948 • When friends of your friends are not friends of each other

or belong to the same social group. = 276.64 % increase in monthly revenues

• One strong link to your manager is worth $588.2 /m• One weak link to your manager costs $98.48 /m• Having managers in a project is correlated with team

performance initially.• Too many managers in a project is negatively associated with

team performance.• Strong ties to executives is positively correlated.• Attributes of your network human capital, power and

status have a unique relationship with work performance

Results

• Optimal team composition is not to have all super stars, but complementary team members with a few information keepers who are in the middle of information highway.

• Start to better understand that composing a project team with desirable network characteristics is instrumental to the project success and work performance of the individual team membersCloser connection to specialist information reduced the impact of distortion

• No performance relationship for – access to different divisions– access to different geographical locations– gender distribution

Results

SmallBlue

Large-scale knowledge and social network analysis search engine

Results

SmallBlue components

Personal social network management

Find expertise in your extended network

Organizational social network analysis tool

Is this the ‘best’ person to approach

and how?

Find a skill

Top 100 results in a ranked order How do you choose who to connect

with? Use the Social Dashboard (Reach)

Community, results of a find search, Social path or Dogear tag

Analyse a person

My Network (Ego)

7. Lotus Connections Bluepages and Dogear (Fringe)

becomes productised

8. Atlas SmallBlue becomes

productised with Lotus Connections

Information is pulled from Lotus Connections rather than Bluepages

9. Beehive

Opt-in social networking site

Profiles – self-branding

Shared content – connecting•photos, lists, events

Social interaction

People discovery and awareness

On boarding

Staying connectedpeople

sensemaking

relationship building

What is Beehive?

details from your BluePages

profile

people you are connected to in

beehive

hive5s are list of 5 things, such as “5 things to

do for your PBC”

share photos of family, friends, holiday, IBM

events… keep it clean

create, invite and attend virtual

events or combine these

with F2F meetings. use

them for informal brainstorming

Beehive Profile Page

talk about yourself

what is happening in your network;

leave comments too how many

photos, hive5’s, events,

connections you have

Beehive Profile Page

social sharing is welcomed at work6500 people created profile pages

8000 photos3500 lists

350 hosted events

Usage Statistics

77

1. NOSS / Mainframe


3. Bluepages

4. Dogear

6. Smallblue

7. Lotus Connections

8. Atlas for Lotus Connections

9. Beehive

10. Beehive for Lotus Connections

*1

*1 Chris’ best guess

Evolution Roadmap

11: Virtual World integration

*1

5. Fringe

Networks are important

• PhD internships• Internships• Speaking

engagements• Software pilot partners• Software for education

Opportunities

Is it question time? (or Sametime 3D video)

ThinkThank you

Chris Sparshott(Sparkbouy)[email protected]

Portfoliohttp://www.slideshare.net/sparkbouy/slideshows

Bloghttp://chrissparshott.com

[email protected]

Connect?

Evolution of Social Software in IBM

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