You might think "social trend" is over for enterprise product lifecycle management. PLM companies are not buzzing too much about social PLM these days. In my earlier post back in 2012, I shared my thoughts Why Social PLM 1.0 failed? One of my conclusions was that "social PLM" had low value for single user and provided too much focus on enterprise-wide value proposition such as improved collaboration, streamline processes, etc. Nothing wrong with that, but it failed.
At the same time, I think, the fight for social enterprise is not over yet. My attention caught E(E) blog Antisocial Enterprise V: the final Facebook by Ed Lopategui. The article brings few very interesting points related to failure or success of social systems inspired by analysis of Google+ trajectory and his own experience of moving from G+ to Facebook. He summarized it with 3 points conclusion: First movers inertia, network competition and users fatigue, technology is irrelevant. Ed is asking for a system for both – work and play. The following passage can give you an idea and reason in a nutshell.
So it should be rather plain right now that Facebook is eating the world. People want to leave it, but they simply can’t. Lots of upstarts appear to dethrone them, they languish for a while, and are crushed. The only meaningful exodus is younger people who are leaving, not necessarily for a better experience elsewhere, but merely to escape a system that ties them uncomfortably close to their parents. What does that mean for enterprise networks? Competing in this environment may not be an option. It may be high time to change strategy – turn to the Trojan horse approach perhaps. Integration encapsulated within a robust security model to slowly build the inertia necessary to ween users off Facebook altogether, without having to directly give up Facebook. Until it’s too late. That would require a system designed for both work and play that understands and can transparently enforce the needed boundaries between both.
Here is the thing. I’m not sure agree with the approach of building a social system for both play and work. It sounds not realistic to me. But I captured one thing, which is important to understand – inertia. This is a huge deal. Many manufacturing enterprises are operating under high level inertia assumption. It means that they have no real reason to make a specific change decision. Business is operating as usual, until something really bad happens. To take a decision and introduce a change is risky and people are afraid of making mistakes. This is what happened with social systems. Systems such SharePoint took enterprises by storm. It means that IT managers discovered one day that all employees in a company is using SharePoint, but central IT has no idea where servers located and who installed them.
So, how to design a Tojan horse that will solve a problem of social inertia. I think, a deeper look at Facebook story as well as experience with other systems. Here is a potential options of how to make it happen.
1- Ease of data capture. The massive success came to Facebook with availability of camera on every mobile device. We can think about ease of capturing data for social PLM system. If a "social Trojan horse" will be able to capture data in the organization and help share it with other people can be a good way preventing people to leave a system.
2- Open – to prevent data locks. People are afraid of data locked in a specific system. Each time they think, that social system is another silo to lock data, they will run away. Make it easy to get in and out can be another way to eliminate initial inertia.
3- Innovate in business model to make it available for a whole organization. Social software brings value when it used by many people. The more people you bring in, the better is system behavior and more substantial is value proposition. Lucrative licensing and business models of PLM vendors are not very much appealing to most of social PLM software to be used by all people in an organization.
What is my conclusion? Social inertia is a big deal. Few tricks like real identity and pictures made a change for Facebook and allowed to spread across communities and people. Looking for something similar for enterprise can be a key to unlock the future of social enterprise PLM system. Who will find that key first, will have it all. Just my thoughts…
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