Please note, we have also developed an infographic to download and post in your cubicle. Or if you telework like me, post on the wall of your home office. Additionally, also as noted below, we do offer customized briefings for your organization in support of the roadmap.

As mentioned below, we are collecting your feedback, case studies and examples on the AIIM wiki and we hope you take part in this as we shape future versions of the roadmap.

To download the roadmap and contribute to the AIIM wiki, please go to www.aiim.org/roadmap or with your smartphone scan this QR code to take you directly to the AIIM site.

The social business roadmap consists of eight primary steps. Each step is briefly described here and is addressed in substantially more detail over the course of the document. Links to the eight steps take you to our wiki, where we discuss the “what’s next”, case studies, and your additional thoughts and feedback.

1. Emergence. In this step the organization is not using social technologies in any formal or organized way. Instead, individuals or small groups within the organization are experimenting with social technologies to determine whether there is business value to them.
2. Strategy. Once the organization begins to develop experience with social technologies and has identified potential business value from their use, it is important to create a framework that identifies how it expects to use these technologies, and the goals and objectives for their use.
3. Development. With the strategy in place, the organization can make informed decisions about what tools to implement, how to implement them, where to implement them, and how they will potentially scale more broadly within the organization.
4. Monitoring. Initially the organization should spend time monitoring and listening to the conversations taking place in and around a particular tool to get a sense of the nature of the tool, the content of the conversations, the target audiences, and who the leading participants are. This is perhaps more visible in externally focused processes but is important for internal ones as well.
5. Participation. Once the organization has done some listening it will be able to participate more meaningfully and should begin doing so according to what it has learned about the target market and the nature of the conversations on the various tools.
6. Engagement. The goal is for participation to move to engagement – from speaking at or to customers to engaging with them. This means creating processes to respond to issues, both internally and externally, and ensuring that communications are clear, accurate, and authentic.
7. Governance. This step describes the process for developing an effective governance framework for social business processes. Some of the steps are specific to certain tools or capabilities, while others are more broadly applicable, such as an acceptable usage policy.
8. Optimization. Once social business processes are in place, they should be actively managed and reviewed to ensure that the organization is realizing the expected benefits. This includes but is not limited to monitoring the tools in real time, identifying and measuring specific metrics, and training users on new or evolving tools and processes.

In addition to the roadmap document, we have also created a detailed infographic of the eight steps. Please feel free to download this graphic and share.

Contact

Please contact Jesse Wilkins, Director, Systems of Engagement, to schedule a briefing for your organization. Andrea Baker, Manager, Systems of Engagement Development is available to present classified briefings for organizations with security concerns.

• • Cell: +1 (720) 232-9638

Email: jwilkins@aiim.org

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The day is energetic for a bunch of nerds to get up early on a Saturday morning with so much going on today in the area. We have the Preakness just up the road, the Joint Service Open House at Andrews Air Force Base, and right next door, one of my alma mater’s “University of Phoenix” is graduating next door, amongst the many other institutions that are holding their commencement ceremonies. 

But back on topic, today since I have been moved from the User Track to the Technical Track of the schedule, I want to focus a little on both. So I have prepared remarks about the technical needs of the Enterprise when it comes to blogging. My points are strongly specific to the Government 2.0 aspect of the Enterprise. 

The first aspect I want to touch on is culture – the User side of the story. When it comes to the culture part of the story, there is much to address when it comes to the behavior of how we share information. Recently I had published a lengthy guest editorial at ZDNet about the mindset of “You Were Never 1.0“. While not all of my Enterprise 2.0 colleagues agree with all my points, I believe strongly in the bottom line of my message. You need to practice your game before you step on to the court.

Anil Dash seemed to echo this sentiment about blogging in general. He mentioned that when he looked back on his earlier blogs (he and I both started blogging 10 years ago), he can see how much he has grown as a blogger. This is why I think just getting your foot in the door and blogging internally is a great way to practice your tone, demeanor and message. Once you have practiced a bit behind the firewall, you can almost anticipate the reaction and how you react. 

The second aspect is the technical nature. There is much to discuss when it comes to where the Enterprise will go with new Web 2.0 and blog widgets, I briefly touched on this earlier this year in an interview with Executive Biz. 

So I hope that my presentation today is more of a conversation, what we have learned in Enterprise blogging and what can the open community, especially the mid-altantic can do to help move ahead the blogging force of Government 2.0, inside and outside of the firewall.

I’m up against a big hitter this afternoon, so if you are at the camp today, I hope I can steal your attention away from the big dogs to have a robust dialogue.