• Moderator: Nick Hoover, Senior Editor, InformationWeek
• Speaker - Anne Berkowitch, Co-Founder & CEO, SelectMinds
• Speaker - J.B. Holston, CEO and President, NewsGator
• Speaker - Umberto Milletti, CEO, InsideView

Businesses can take advantage of social networks by finding innovative ways to reach out to people. Looking at who you know and how you know them can benefit you. Knowing a personal connection to someone that you are trying to contact (for sales) is helpful. The blurring between home, personal, and business life is making this information more available and better able to leverage. People are able to capture more valuable long term information from social networks.

A lot of social network applications can be taken from the talent management space. Deploying alumni networks as a talent source is also a great asset. Alumni represent a well-known and relevant population. This provides a great economic benefit from a social network.

If you are running a sales organization and looking at building a pipeline of leads, consider how these leads are relevant. The ability to get more leads is apparent in finding the right person, right connection, and right contact. Underlying everything are productivity and efficiency. How much time are sales reps spending researching and pursuing each opportunity? With information on social networks, the time can be greatly decreased. Knowledge sharing is something that can be actively measured.

The ROI varies with the business issue that’s trying to be addressed by a particular network. Recruiting for example has a very concrete, measurable ROI. Knowledge share gets a little more tricky. How do you measure how much is shared and the impact on business systems? Businesses need to determine what specific goal they are trying to address.

CFOs want to see ROI, not intuitive information. If you can demonstrate engagement and participation in these networks and knowledge sharing tools, more and more executives are getting comfortable seeing how it’s used at a qualitative and process level. It’s a very case by case basis.

One major crisis that we see in our customers is the competition between sales and marketing. Each wants to do their own thing, they go together like oil and water. However, the push of the economy is now forcing them work together. This is a great opportunity for IT to step in and help them collaborate and be more productive.

Other resistance from companies are how to manage what they are trying to accomplish while still giving employees free reign of sites like Facebook. What are the incentives for using these technologies? How does it fit into your company culture and productivity scale? You must bring meaning to the structure of engaging in social networks.

Social networks like LinkedIn and Facebook would not exist if people did not contribute information to them. However, if people don’t know that it is there, it does not exist. People need to see the value and get drawn in to engage. There are two ways that companies get into social networks. Tie it into the business process. The general idea of social networks are intuitive and easy to understand, which make it an easier case to present to chief executives. Make it clear - how do you go about it and what’s the value?

Social networks are intrinsically about extending the network, the more contacts you have, the more to choose from when researching a specific contact. It also has to be integrated into your dataworkflow. Companies are going to build a variety of networks inside and outside the enterprise. The big companies (SAP, IBM) are all rushing to offer collaborative and social network functionality. However, this is not entirely useful unless it’s integrated into the entire infrastructure.

IBM’s presentation was cleverly titled 2mor0@Wrk - Tomororow work and Web 2.0.

Overview

Web 2.0 is delivering a whole different paradigm of communication. The slide is Lotus Symphony - NOT PPT. Over 2 million downloads.

There is an information overload that impacts individual productivity in the workplace. It has a profound effect on organizational productivity. A more complex organization entity provides more pressure and more inefficiencies in workplace. Up to 70% of time can be used looking for the WRONG information.

Collaboration mitigates information overload. It allows you to identify experts and opinions.

The collaboration agenda. Enterprises are at the onset of exploring these features. Web 2.0 is giving us the capacity to do more. Collaboration optimizes business outcomes - global, secure and dynamic.The most progressive companies are looking at UNIFIED COMMUNICATIONS. Making sure that directories and profiles are fully mobile.

Collaboration should be a contextual part of the workflow, going directly into applications.

IBM’s collaboration strategy is to deliver these services through online or offline services.

Demonstration

Executive IT architect Ron Sebastian provided a demonstration of IBM’s collaboration strategy. IBM’s Web 2.0 solutions span delivery platforms:

• Platform - web as  platform
• Application - development
• People - social computing

Lotus Connections - a family of social computing software that provides profile lookup and community capabilities. Think of Facebook, Yahoo Groups, and delicious combined in one portal.

Ron demonstrated these social services embedded into a healthcare provider application. Semantic tagging is available, contact information and commenting. Not only are we providing service to customers, you can integrate sync capability to directly call the person you want.

The biggest aspect of Lotus Connection? It’s all integrated.

A new service - Project Bluehouse. This is a SaaS delivery of these collaborated capabilities. The store and share can manage and share documents within and outside the company. Access control is no longer an issue.

Collaborative Web 2.0 services available as standalone products that also work in a mobile environment.

Case Study: Natural Disaster Management Mashup

Boeing came up with twenty different scenarios that they could handle through their systems. The problem was the one they didn’t count on. One example was Katrina - how to deliver supplies to the area: what airports were open? Where could they land? The problem was they could not find one list of public, private and military airports, nor what was open. The mashup took different feeds to allow the deacon maker to make a more rapid and intelligent decision based on information on where they could fly in the appropriate supplies. From open information sites like AirNav.com and personal contacts, users were able to mashup the information to make better decisions.

Conclusion

IBM announced the IBM Center for Social Software, proving their commitment to connect, collaborate, and innovate. Users and academics can work together to how these innovations can be applied to businesses and provide value to the market.

There has been some question of whether or not IBM can pull this off and move into the collaborative Web 2.0 market. Despite some criticism, it looks like IBM has really taken a step forward in advancing their products and services to meet market needs.

People drive better business outcomes. Connecting, collaboration, and innovation is key. Having the right tools and information to do that eases pressure that many organizations feel and brings Web 2.0 technologies to the heart of businesses.

FP: And what about drilling? Republican presidential candidate Sen. John McCain, his running mate Gov. Sarah Palin, and President George W. Bush are implying that lifting environmental restrictions on drilling is the way to promote energy independence.

TF: Well, I think it’s patent nonsense. No one believes that somehow offshore, there’s enough oil in any near term and even the long term to provide us oil independence. It’s the wrong approach because in a world that’s hot, flat, and crowded, fossil fuels—and particularly crude oil—are going to be expensive and exhausting. Therefore the focus should be on the next great global industry: clean energy technology. When I hear McCain pounding the table for “drill, drill, drill,” it reminds me of someone pounding the table for IBM Selectric typewriters on the eve of the IT revolution.

I’m not against offshore drilling, by the way, because I believe the technology and the safety has improved far beyond where it was back in the 70s, 80s, and 90s, even. What I’m against is making it the centerpiece of our energy policy. If all McCain said was, “Let’s drill, but let’s also throw everything into innovating the next generation of clean-energy technologies,” I’d say, “You’ve got it exactly right, pal.”

In the case of phishing, it is relatively clear. The developers believe the PKI book. The PKI people believe in the efficacy of digital signatures to prove stuff. The cryptographers believe in the perfection of mathematics, and the security world believes in the completeness of their own learning. They are all wrong, but only at the large level of generalisations, not at the detailed level of particular claims. Any one of the claims, in isolation can be shown to be true. But, generalising these brittle claims to be solid building blocks is a completely different question. Few of the claims are strong enough to partake in a general model without severe support; the general model of secure browsing is the best evidence of how it is secure in name only.

How then is it built? By accident or by design, a series of claims meet together in a holy ring of righteous architecture. Each of the proponents claim loudly that their part is strong, but the ring has no strength. Eventually, one of the claims in the links is broken. For phishing, the browsers never did have the potential to show authenticity; not only did they not have the security strength to do it (c.f., Skype v. CSRF), they didn't even do it in practice (recall the lost padlock?), and their recent efforts to show authenticity (c.f. colour debate) reveal how far they are from understanding even the goal, let alone the implementation. Once that link was broken, and money was made, all the others revealed their weaknesses, as crooks systematically worked to breach the lot.

If we look at the wider financial collapse, now underscored by the nationalisation of the worlds biggest financiers of mortgages ($ 5.3 trillion.... or is it $ 5.4 ?), we see the same pattern. The bankers believed in their product. The originators believed in their origination, the securitizers believed in their free market and accurate price, and the holders believed in the assets. The CDO, the subprime, the other 100 special names, each was a contract. Each was clear in and of itself. But, when placed end-to-end, in a line, with a bunch of other agreements, the claims that were good in isolation were not strong enough to participate in the super-claim made of the overall edifice.
The financial system was built like a bridge; each piece rested on the previous one. And then, the clever architects bent the bridge around ... and around again, until the first piece met the last. The elegant keystone of finance was to finally lift up the first one to rest on the last.

Thus, the banks themselves invested their capital in their own product.