Last Friday I had the pleasure to deliver a keynote presentation to the McKinsey BTO team in Frankfurt.
The keynote focused on two topics:
1. How to measure the Return on Investment (RoI) by measuring the re-use of content during sales and project delivery and correlate it with the CRM Win/Lose Rate and Project Margin.
2. How to build a Social Value system - by evaluating the Social Value of users, content and metadata in social network and communities and create targeted value models to answer the question "What's in it for me" (WIIFM).
“The biggest change over the past few years is social networking,” said
Oracle CEO Larry Ellison. “Today, organizations want to connect their
people, their applications, their processes and their customers. Oracle
Social Network provides that; all the tools are integrated and employees
can work from anywhere in the world with the devices best suited to
This is exciting news for companies which want to implement Social Enterprise functionality with seamless integration with their core business processes like CRM, HCM etc. .
The Oracle Social Network has following features:
Here is a short video explaining the Oracle Social Network concept.
With the announcement of Oracle Social Network and Oracle's WebCenter product suite, such business scenarios are now possible with Standard Business and Social Applications deployed on premise .. or in the Cloud.
On July 2008 we officially launched SunSpace - Sun Microsystem's internal Enterprise 2.0 Platform for Global Sales and Services (GSS). After 100 days we had over 20,000 users and after 6 month the usage of the platform has grown 10x times.
In June 2009 SunSpace won the Atlassian "Not just another wiki" Award- Best use of Confluence and we open sourcedCommunity Equity, a social value system for Communities and Social networks, which we invented as part of the SunSpace project.
In the meantime Sun Microsystems got acquired by Oracle and the SunSpace team evaluated the Oracle technology which eventually would replace SunSpace.
WebCenter is the user engagement platform for social business—connecting
people and information. It brings together the most complete portfolio
of portal, web experience management, content, social, and collaboration
technologies into a single integrated product suite, and it provides
the foundation for Oracle Fusion Middleware and Oracle Fusion Applications to deliver a next-generation user experience.
We have already started the migration to WebCenter and will share our best practices and experience on this blog. Here is a
sneak preview on how a SunSpace Community looks like on WebCenter.
In my next post, I will explain how we created a WebCenter space
template and how we offer flexible membership management/enrollment.
Finally - the patent for "Method and system for tracking social capital" has been issued. Inventors: Reiser; Peter H. (Pfungen, CH), Diamond; Paul (Palo Alto, CA) Assignee: Oracle America, Inc. (Redwood City, CA) Appl. No.: 12/031,533 Filed: February 14, 2008
In general, in one aspect, the invention relates to a method
for tracking social capital. The method includes monitoring
interactions with a first shared content provider based on a first
number of equity changing activities, where the
interactions with the first shared content provider are associated with a
user. The method further includes monitoring interactions with a
second shared content provider based a second number of equity changing
activities, where the interactions with
the second shared content provider are associated with the user. The
method further includes determining a personal equity for the user based
on the interactions with the first shared content provider and the
interactions with the second shared content
provider and publishing the personal equity to the first shared content
provider, where content contributed by the user to the first shared
content provider is rated based on the personal equity.
In general, in one aspect, the invention relates to a system
for tracking social capital. The system includes a shared content
provider interface configured to monitor interactions with a first
shared content provider based on a first number of
equity changing activities, where the interactions with the first shared
content provider are associated with a user. The shared content
provider interface is further configured to monitor interactions with a
second shared content provider based a
second number of equity changing activities, where the interactions with
the second shared content provider are associated with the user. The
shared content provider interface is further configured to publish the
personal equity to the first shared
content provider, where content contributed by the user to the first
shared content provider is rated based on a personal equity. The system
further includes a personal equity module configured to determine the
personal equity for the user based on the
interactions with the first shared content provider and the interactions
with the second shared content provider.
In general, in one aspect, the invention relates to a computer
readable medium embodying instructions executable by a computer to
perform method steps for measuring social capital, the instructions
including functionality to monitor interactions
with a first shared content provider based on a first number of equity
changing activities, where the interactions with the first shared
content provider are associated with a user. The instructions further
include functionality to monitor interactions
with a second shared content provider based a second number of equity
changing activities, where the interactions with the second shared
content provider are associated with the user. The instructions further
include functionality to determine a
personal equity for the user based on the interactions with the first
shared content provider and the interactions with the second shared
content provider and publish the personal equity to the first shared
content provider, where content contributed by
the user to the first shared content provider is rated based on the
Wie kann ein Unternehmen eine Enterprise-2.0-Strategie erfolgreich implementieren und dabei den direkten Business-Nutzen messen? Wie können Mitarbeit motiviert werden, aktiv in Communities mitzuarbeiten? Ein Fallbeispiel von Sun Microsystems (Oracle) zeigt, wie mit «Enterprise Communities» messbare Resultate erzielt werden.
Um den optimalen Nutzen von Enterprise 2.0 innerhalb einer Firma zu erreichen, müssen zwei wichtige Aspekte berücksichtigt werden:
Business: Der direkte Business-Nutzen muss aufgezeigt werden können, indem die Web 2.0 Services mit den Core-Business-Prozessen einer Firma verknüpft und relevante Community-Metriken mit Business-Metriken kombiniert werden. Mitarbeiter: Um eine hohe Akzeptanz der Enterprise-2.0-Platform und eine aktive Partizipierung der Mitarbeiter zu erreichen, muss der persönliche Nutzen jedes einzelnen Mitarbeiters, der sogenannte «What Is In It For Me» (WIIFM) Faktor, beantwortet werden können. Integrierte Reputations- und Anerkennungsmodelle sind ein wichtiger Bestandteil der Enterprise-2.0- Strategie.
Over the last three years, Oracle/Sun participated in a research project called Kiwiwhich ended in March 2011.
KiWi is an open-source development platform for building metadata-driven Semantic Social Media and Social Networking application and is part funded by the European Union under the European Union 7th Framework Programme.
We already had extensive experience on how to implement large scale Enterprise communities trough the implementation of our global social community framework called SunSpace and Community Equity which was used by over 30'000 Sun employees.
Oracle's (Sun) role in the Kiwi project was to validate if and how Social Semantic technologies can be used in large enterprises.
I would like to thank Josef Holy and Jiri Kopsa for their excellent technical contribution to this project. A large portion of the content of this blog post(s) are excerpts from Kiwi project publications written by Josef, Jiri and myself.
Use Case: Enterprise Metadata Management
Our main goal for the Enterprise Metadata Management was to design, develop and deploy technologies and practices suitable for managing user-defined folksonomies and controlled vocabularies together.
Folksonomies and Taxonomies in the Enterprise
A folksonomy is a system of classification derived from the practice and method of collaboratively creating and managing tags to annotate and categorize content - simply put it, is a collection of tags created by users in the context of one or more content management systems. Folksonomies are usually associated with Web 2.0 services, which allow masses of users to create and annotate content (photos, videos, blog posts, etc.) freely, in an open manner.
In the enterprise environment, controlled vocabulary is a system of record for naming various things and concepts related to the company business - a typical example of it would be a 'Product vocabulary', containing a list of all official names for all products produced and sold by the company. Such vocabulary is usually defined centrally, in a top-down manner, by a responsible department or a by group of individuals, as opposed to folksonomies, which are defined by 'the wisdom of crowd' with nobody clearly responsible for their creation and maintenance.
If products in the Product vocabulary were put into appropriate categories, they would make up a simple example of 'Product taxonomy'. Compared to simple (flat) vocabularies, taxonomies represent richer structures, allowing hierarchical categorization of things contained inside them. When built, such hierarchies form structures of trees, each having a single root node representing the top-most (most general) concept in the hierarchy.
Managing folksonomies and taxonomies together means finding the right balance between the two worlds - openness and freedom on one side, with responsibility and control on the other.
Use Case implementation
We focused our evaluation on a typical Metadata lifecycle model which is composed of the following three states:
Apply Metadata Regular user annotates some content item (document) with yet non-existing tag - such a tag is called a free tag, it has no codified meaning and thus belongs to the unstructured folksonomy. It can be freely reused by other users of the system. Reuse of tags is enforced by tag recommender UI, which recommends users with already existing tags.
Manage Metadata User responsible for metadata management within the system evaluates newly created free tag and if appropriate, turns it into controlled concept which is described with richer information - it is assigned with various types of labels (f.e. synonyms in different languages) and it is put to the appropriate place within one or more taxonomy hierarchies.
Exploit Metadata Now controlled tag becomes part of the controlled metadata space, which is used also for enhancing other content management system services, such as the Personalized Semantic Search.
Apply Metadata - Tag Recommender/Information Extraction
The Natural Language based text extraction Kiwi service was extend to recognize Oracle taxonomies (controlled tags). This allows invocation of the Information Extraction functionality right from the tagging UI. The invocation returns a list of free tags and controlled tags extracted from the document and let's the user to apply them.
Usability of the developed widget and tagging process was evaluated in an internal usability study with technical and non-technical users. The usability study covered also the information extraction functionality, which additionally went through separate internal evaluation, resulting in several requests for enhancements.
Usability study has shown, that the concept of free and controlled tags is understandable for new users. Users highly valued the implemented tag recommender UI, which allowed them to navigate through taxonomy hierarchies easily.
It is possible to implement more advanced taxonomy modeling, allowing for example the system-wide definition of business rules for required taxonomies and also support for the taxonomy prefixes.
Natural Language based Information Extraction combined with Semantic Taxonomies is very promising - specially the continuos improved tag suggestion results through the "self learning" capability of the system.
Manage Metadata - Concept Model Management
KiWi platform was deployed and integrated together with PoolParty, a commercial thesaurus management product, using a set of Linked Data interfaces.
Both systems were filled with data from the internal legacy systems. 19 Sun and Oracle taxonomies with almost 6000 concepts in total were created.
The whole solution was evaluated by dedicated expert(s) contextually, during creation of the above mentioned taxonomies. The solution was also evaluated in the set of internal evaluation sessions with subject matter experts from various departments.
The envisioned goal to implement, deploy and test solution for merging bottom-up and top-down metadata management practices was successfully met using KiWi platform and PoolParty taxonomy management tool
Resulting metadata structures (hierarchies) can be used to provide enhanced metadata suggestions to the system users
Allowing users to navigate through individual taxonomies and to apply concepts from these taxonomies along with folksonomy tags helps to improve structure and consistency of metadata in the enterprise content management systems
Essential factors for implementing effective open metadata governance models within large enterprises are:
Management support- successful implementation of metadata governance requires substantial change in various content management processes within organization. These changes are impossible without clear leadership and guidance provided by responsible organization leaders.
The involvement of appropriate subject matter experts - in order to achieve one its main goals - proper structuring of organizational knowledge models - the direct (community) involvement of appropriate subject matter experts is needed.
Measuring quality and relevance within open collaborative systems - in collaboration systems with low barrier for participation (e.g. wikis) it is important to have the ability to measure the quality and relevance. For that reason, the Community Equity system was successfully integrated with the KiWi platform.
Although difficult to calculate precisely, the cost of newly created controlled tag (taxonomy concept) can be measured based on the time needed for:
resolving the free tag meaning, which is often accompanied by costs of communication with tag author or with one or more subject matter experts.
placing the concept into the appropriate taxonomy.
Exploit Metadata - Search/Browse Use Case Summary
The goal was to verify the usability and accuracy of the search results. Subject matter experts performed a set of search queries and compared the results against the internal search.
Taxonomy based synonym matching is efficient and improves the search results
Personalized search based on Social Analytics algorithms looks very promising
The faceted search functionality is highly configurable using RDF facets and superior to the existing search functionality
The implementation of the Oracle/Sun use cases in the KiWi/PoolParty system has been very useful. The development of the Metadata Management Process and its application in the environment of controlled taxonomies and folksonomies was significant. We learned how to optimize our metadata management processes, how to technically implement such service and how to improve the user interaction. The application of natural language processing combined with semantic technologies has also improved the quality of metadata. Since people naturally use different labels for same things, it is essential to relate multiple synonyms (implemented as alternative or hidden labels) to taxonomy concepts.
We have also explored the requirements of the system to the organizational structure, resourcing and processes and proved viability of the system in the existing enterprise. Furthermore, we have concluded that the system is sufficiently extensible by implementing extensions in the Oracle use cases. Specifically, customized tagging user interface realizing the custom concept of taxonomy prefixes has been integrated.
Last Friday I head the pleasure to present at the 8th Berlin Semantic Web Meetup about our work around Semantic Web and the Kiwi project - an EU founded research project for Social Semantic Web applications.Here is the presentation which explains the real live Enterprise 2.0 use cases Sun Microsystems (Oracle) is using to validate the "Power of the Social Semantic Web Platform called Kiwi.Enjoy Enterprise 2.0 Use Cases for Semantic Web/Kiwi
How can an enterprise improve theefficiencyandeffectivenessof their Knowledge and Community model leveraging semantic technologies and social networking dynamics ?
This was the main question why Sun (Oracle) joint the Kiwi project in 2008.
KiWi is an open-source development platform for building metadata-driven Semantic Social Media and Social Networking application for the Internet and for the Enterprise and is part funded by the European Union under the European Union 7th Framework Programme.
We already had extensive experience on how to implement large scale Enterprise communties trough the implementation of our global social community framework called SunSpace and Community Equity which was used by over 30'000 Sun employees.
Oracle's (Sun) role in the Kiwi project is to validate if and how Social Semantic technologies can be used in large enterprises.
We structured the validation around three main use cases
Manage Metadata - How can we improve our efficiency in better managing corporate Ontologies/Categories and at the same time leverage the power of tagging/folksonomy?
Apply Metadata - How can we improve the quality and quantity of metadata?
Exploit Metadata - How can we improve the effectiveness of enterprise search and expertize discovery by leveraging semantic technologies and metadata?
and voila - we had the Enterprise 2.0 use cases for Kiwi .
1 . Manage Metadata
Manage corporate taxonomies/categories and tags (folksonomy) using an Ontology Management System
Maintain Oracle+Sun taxonomies and relate them together where possible