SAP & ERP Consulting from the Customer Point of View

SAP implementation ROI, SAP architecture, & SAP business solutions

Social Media Fads and the Risk to the Enterprise

March 17th, 2010

Social Media

Today’s IT landscape is filled with hype around Web 2.0 and while collaboration is a key forward looking initiative for any organization social media requires a specific purpose and goal. Without a clear direction and purpose for social media initiatives they are at best a distracting fad, and at worst an enterprise disaster.

When I look at today’s “Twitter” and “Facebook” applications I see them as a fad. Popular today, and they will be around for a while, but like all “social” outlets they are waiting for the “next big thing.”  MySpace was eclipsed by Facebook and text messaging, while still popular, has been knocked down a couple of pegs by Twitter.

Is social media important to the IT organization and future? Yes, but ONLY in the context of a genuine and legitimate business purpose.

Social Media Study Shows Current Tools Have Little Value In the Enterprise

The other day, while on a flight to a client site, I picked up the back of the seat airline magazine and read through a Harvard Business Review synopsis of an experiment done with Facebook at an Austin based company.   This was a marketing experiment to see if social media like Facebook could be used to increase customer loyalty and therefore influence customer spend, or acquire new customers.  Although the Harvard Review article was very upbeat about this experiment in social media there was little evidence of consumer behavior changes that could be attributed to their Facebook experiment.  First, a little over 2% of the thousands of existing customers the company contacted actually joined Facebook.  The ones that did were already “raving fans” of the company.  The existing customers who joined did slightly increase their overall spend BUT, it is not known if the increase in spend was related to the offers and promotions on Facebook or if the use of the new social media channel had any influence (in other words, would other marketing channels to provide similar offers have produced similar, of even better results?).

New customer conversion was low, the bulk of “fans” were those who were already dedicated customers, and very few new customers were added through Facebook over the 3 months of the experiment.  The rate of gaining new customers was not enough to make it a significant marketing medium for this company.

It is questionable if the medium had any bearing on changing customer buying behavior beyond other types of marketing–, it’s efficacy as a sales source is debatable.   So, in the end, Facebook and other social media outlets may just be all hype.  For this particular experiment there was a specific business purpose, and there was promotion and coupon activity.  So if in the end it turns out to be an effective marketing medium it must be looked at as a small part of an overall marketing portfolio with limited appeal to customers who are already some of the best buyers.  The next question would be whether or not there is any cost / benefit.

The facebook study confirmed my suspicions about the “value” of these type of social media outlets in the enterprise. That does not mean that some types of social media do not have a clear place in the enterprise, only that today’s hype is overblown and risky to business.

Social Media and Collaboration Must Have a Specific Business Purpose to Have Any Value

In a nutshell, as I have written:

“Collaborative initiatives that are divorced from a specific business purpose are disasters waiting to happen.”

I will say Twitter as a social media platform is interesting because of the ability to gain access to individuals who particpate there that you might never be able to gain acces to any other way.  As a sounding board for media types it is also interesting but there are still very few (if any) great business models on Twitter’s cost effective use to gain, retain, upsell, or cross-sell into your customer base.

From Collaboration to Innovation to Market – Toward a Working Model
http://www.r3now.com/from-collaboration-to-innovation-to-market-toward-a-working-model

I’ve been working with collaboration technologies as a Knowledge Manager for about a dozen years now. I started with collaboration tools in the enterprise long before the hype and the Web 2.0 fervor and I say a lot of the hype is HOGWASH!

Based on my years of collaboration experience, a short excerpt from a recent post:

ERP III – Is the Integration of Collaboration the Future of Enterprise Applications
http://www.r3now.com/erp-iii-is-the-integration-of-collaboration-the-future-of-enterprise-applications

Too many organizations undertake the introduction of social media for the purpose of introducing social media into the enterprise. Again, this is like having information without the context of application and experience. That information is NOT knowledge, nor are collaboration tools which are divorced from a specific business purpose very productive (if at all).

Niether consultants nor business has learned how to use social media to drive business value. There are few consultants out there with a coherent or even minimally functional method for business to use collaboration tools to propel a company’s key value propositions.

What say you?  Are you considering social media in your enterprise?  If so, does it serve a specific business purpose or objective?

I am VERY interested in any of the social media marketing types and their perspective.  Can you help me with ways to gain concrete business value from the use of social media?

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SAP, ERP III, SOA — Learning Organizations through Social Media Collaboration

April 27th, 2007

 SAP, ERP III, SOA, and collaboration

Knowledge Management Introduction

Everyone’s heard the buzzwords, ERP, SAP, SOA, you name it.  In the technology area they’re everywhere.  These are just acronyms for ways companies try to leverage technology for competitive business advantage.  Reduce costs, streamline operations, increase revenue, and transform your organization.[1]

Since ERP applications and technology transformation have entered the business world there remains one area that enterprises struggle with –, the realm of capturing and then converting employee “know how” into ERP solutions–, Knowledge Management.[2],[3]  There is a simple, inexpensive way to implement ERP III, enabling your ERP application to transform your enterprise into a learning organization.  ERP III is simply a way to capture that “know how” to develop SOA (Service Oriented Architecture) and business solutions to create real competitive advantage.

Background for SOA, Knowledge Management, and ERP III

The ERP revolution began with integrating the “back office” functions of the enterprise: purchasing, ordering, financials, HR, distribution, inventory, etc.  The idea is that the whole enterprise relies upon a common set of data from a single database which provides one version of the truth or a lie–, one version to rely upon or correct nevertheless.  Then we have ERP II, extending the ERP application from the back office to the extended supply chain, to the web, to the banks, and beyond. 

Enter SOA or Service Oriented Architecture, the idea of “universal” and completely reusable application services that can be “plugged in” to other applications.  This SOA architecture would then allow for the rapid assembly of dynamic process chains and application chains as business and opportunity needs arise.  SOA holds tremendous promise to enhance and extend the idea of ERP II even further, but an idea that will take time and tremendous effort to get off the ground and do effectively. 

ERP III and the Learning Organization

The next generation of business transformation is ERP III, or the ERP enabled learning organization.[4] However, SOA’s success and timeliness are  directly tied to how well an enterprise is able to create a “learning organization” within its development and IT ranks.  But this learning organization method can and should be applied to the entire organization.

This learning organization approach is one of the key backbones to a successful SOA initiative as well.  The cornerstone of effective SOA re-use policies and procedures, service standards, and validated service development is directly correlated to how well the enterprises developers are able to collaborate and coordinate their efforts (especially in an ad hoc manner).

Service Oriented Architecture, or “SOA” requires a level of participation, collaboration, and information exchange like never before to be successful.  True “SOA” requires a blending of technology, collaboration, and cooperation with highly structured standards to achieve a significant level of trust in the development work.  While many suggest that this level of collaboration, integration, and reliability within the enterprise may take enterprises as long as 10 years to accomplish, the methods defined in this paper can dramatically reduce that time and effort. [5]

What is Knowledge Management?  [6]

There seems to be no widely accepted “definition” for knowledge management, and as I review the information on Wikipedia about Knowledge Management I find a rambling discussion of high level theoretical constructs with little substance.  As a result I am offering my definition here, and some clarification, which helps to distinguish knowledge from information. 

“Knowledge Management is not information management.  It is the process of transforming unstructured data into contextual information and then applying that information.  Knowledge as “contextual information” is the ability to draw on information and combine it with experience by applying it to a particular situation or circumstance when it is needed.  Knowledge Management is the process of capturing, codifying, and disseminating information so that it provides some value in a particular context.”

Bill Wood

My personal opinion is that the reason there is little consensus on a Knowledge Management definition is because most “knowledge management” discussions surround information management.  They are the codification or classification systems that help to capture and codify knowledge but they do not take knowledge to the next step of infusing it into the enterprise (or creating a learning organization).  And from there, pushing it still further to the application of that information in a value added context for day to day activities.  It is only with the application of information coupled with experience that something becomes “knowledge”–, it is NOT some system.

For the enterprise to continue to “wring value” out of the ERP implementation or other technology investments, the enterprise must change.  For the ERP enterprise to be effective, technology must support the capture, organization, and implementation of the unstructured knowledge contained in people’s heads, or jotted down on crib sheets.  This is not an easy task.

Knowledge is not data and information. Data consists of facts, observations, occurrences, numbers, and things that are objectively perceived.

Information is a collection of various aggregated or synthesized data points. From there, Knowledge is the mix of information, experience, and context adding value to an activity or process…

Knowledge Management is the systematic process by which an organization maximizes the uncodified and codified knowledge within an organization.

Author(s) unkown.

Before beginning it is crucial to understand the often misused, misunderstood, and even abused concept of “Knowledge Management.”  Contrary to so many of the technology offerings out there, knowledge management rarely is a system, however systems do facilitate knowledge management. 

Systems, by their nature and design are information tools.  Too many times the term “Knowledge Management” is used to describe information gathering and classification systems–, information systems.  Some even call their systems “knowledge bases,” and maybe they are bases for knowledge, however, they are not knowledge management systems.  Until information is learned, and then applied, it is not knowledge, it is merely information.

Knowledge Management, Collaboration Tools, and ERP III – Current and Future State

The initial process of implementing SAP requires taking structured and unstructured data, along with the processes from legacy systems and people, then placing this information into a highly structured application.  At its most effective, the initial SAP implementation captures some cost savings, process improvements, and revenue generating opportunities.  However, no initial implementation is able to capture the vast unstructured knowledge that resides in people’s heads. 

The SAP enterprise current state, with the application you’ve implemented, and possibly some of the ERP II enhancements, still has the possibility to deliver far greater benefit without significant cost.  To capture and leverage that benefit requires an enterprise wide cultural transformation.  People must begin to both act and think differently.

To extend the SAP application’s usefulness and achieve greater benefit it is critical to a) capture the “unstructured” information, b) then organize, classify, or categorize it, and then c) translate and structure that into more useful application solutions.  This process also facilitates the implementation of SOA within the SAP environment.

The first step toward the future state is to create a collaborative learning organization.  A learning organization is an organization that is constantly acquiring and applying new information and thereby gaining knowledge.  Once that information is captured, it can then be structured into solutions, some process based, and others technology based. Some of the solutions can be translated into additional, value added SAP enhancements or additional SAP functionality.

A Collaborative Knowledge Management Model for a Learning Organization

Based on my time at Hitachi Consulting, as the SAP Knowledge Manager, I made use of the best resources I could find in the arena of “Knowledge Management.”  Based on that research, and leveraging the pioneering efforts of other true knowledge managers, I created the model you see here.  It is consistent with much of the literature that exists today, however, in 2000, it was a pioneering effort.

1)  Raw Data:  The unstructured data, ideas, “crib notes,” and thoughts that we all have.  However in this instance, it is the raw data surrounding the job or responsibility that the individual performs within the enterprise.  Sometimes these are the “workarounds” to get something done when you run into obstacles or roadblocks, other times they are just shortcuts or techniques to perform a job or function.

Knowledge Management Process

2)    Organized Information:  This is the process of capturing and classifying that raw data.  This is where the “knowledge bases” and other types of information systems come in.  Many enterprises make it this far. Sometimes these are the “workarounds” to get something done when you run into roadblocks or obstacles.  Other times they might be the shortcuts or techniques to more efficiently perform a job or function.

3)    Acquired Information Experience: This is the interaction with the organized information.  This can be through search functions, employed taxonomies, reports, or other methods of accessing the organized information.  This is after the capture of the information in steps 1) and 2) above, and involves its wider availability than in the individual who originally developed or “held” the knowledge or information.  Few organizations or enterprises make it much further than this.  However, this is the beginning of the true learning organization.

4)    Applied Experience (Knowledge!):  This is the practical application of the organized information after it has been acquired.  Whether this acquisition is through word of mouth, training, or some type of information management system (that is wrong named a knowledge management system) or through a “knowledge base”. This is where the cost savings, revenue opportunities, continuous process improvement opportunities, and real competitive advantage begins to come to fruition.

5)    Refined Experience:  This is more of the inherent “knowing” what to do in a broad variety of contexts that may not be directly related to the task or issue at hand.  It is when an individual can draw on that level of inner experiences mixed with intuition and make the right decision or provide the right answers when there is not enough information to make such a determination under normal circumstances.  This can also be a type of “making the complex appear to be simple.” 

There is a simple and effective method to capture the unstructured information, organize and classify it, and then disseminate it in such a way as to create a true learning organization.  This method, outlined below, will help to move your organization through the 5 steps noted here.

Practical and Inexpensive Ways to Move Toward ERP III and SOA Today!

Since I am not a big fan of reinventing the wheel I look for existing ways to solve current problems.  To that end, the key to moving ahead on ERP III is to create a collaborative culture, from the collaborative culture, you create a learning organization by using some of the existing collaborative tools.  The answer lies in using some of the popular web technologies making a splash today.

Enter the “cool” and the “fun” factor in the enterprise–, “social networking” is one of the hottest, and most vibrant collaborative uses of technology anywhere.  From MySpace to FaceBook to online forums, these sites connect people for personal exchanges.  While not appropriate for the types of personal exchanges on the world wide web, that same technology can be used to create a collaborative environment around cost savings, process improvements, system enhancements, revenue opportunities, and general business improvement for competitive advantage.  The list of possibilities is only limited by what you can imagine can be leveraged from participant knowledge.

Forums can also be used to capture SOA related standards, common development services, and to do code or object reviews.  They can be used to capture SOA best practices while facilitating broader development community participation in standards, services, and object re-use policies.  The collaborative nature, and the ability to offer code improvement suggestions, bug fixes, standards exchanges, or development and solutions discussions, in a threaded forum will prove invaluable to an organizations SOA initiatives.

To make this a reality, the key is to leverage tools, and define a process that captures the unstructured information .  Once it is captured, methodically move that to process changes or to structured application solutions within SAP or an SOA initiative.

Defined below is a set of free tools, along with proposed solutions on how to apply those tools in a practical manner:

1)    ANY networked PC (you don’t really need “heavy duty” hardware here unless you just must have blistering performance)

2)    Download the free Uniform Server application that works on Windows.  It contains Apache Web Server, MySQL, and PHP (including PHP My Admin).  http://www.uniformserver.com/   You only need to unzip this file to a local directory, and then double-click (or execute) the Start Server file.

3)    Download and Install the latest PHP Bulletin Board open source application:  http://www.phpbb.com/downloads/   (Set up the MySQL database and copy the web files to the proper local directory of the newly created web server from step 2).  To see the forums in action, go to the PHPBB site at: http://www.phpbb.com/community/

4)    Structure the Groups to match the business department (create a new forum “group”), and then create 4 sub-areas under each department link.  A)  Cost Savings, B)  Revenue Generation, C)  Process Improvement,  D) System Changes.

5)    Structure additional groups to match SOA service development.  An SOA topic with sub-forums for A) standards, B) services, C) objects, etc.

6)    Have the users create the hyperlinks in their SAP user menu.  A hyperlink for that departments topic in the bulletin board is easy to add to the SAP user menu (right click on the favorites menu, then add a web address, it’s really that simple.)

7)    Adjust department and user goals to include evaluating forum contributions, based on points earned for participation, and aligned with the forum structure that applies to them (for example, cost savings, revenue generation, SOA standards, etc.)

8)    For the system changes option, create an inexpensive interface to read the MySQL table for this area and generate a separate approval / response process.  This way the changes, and responses to those change requests, as well as the details of the change request, are captured in an easily searchable database.

9)    To produce the most useful solutions, follow a “PDCA” process (Plan, Do, Check, Act).  After a discussion thread has reached a certain point where the exchanges have stopped, reduced to a trickle, or a specific date deadline, have someone review the entire threaded discussion, capture the most salient posts (by using the hyperlinks to the posts), and then summarize those hyperlinks into a single post. Call a meeting with the key stakeholders, review the salient points and produce a position paper or some other summary document and then publish that for final review.

The PHPBB forum software contains several developer implemented modifications that are available, and fully supported at no charge [7].  For example they have a “cash” modification that is nothing more than adding a point system based [8] on how active a forum participant is.  In combination with the ability to develop groups, and to have moderators approve posts, this is an effective way to manage the information “clutter.”

Goals can be based on the number of points.  Posts can be reviewed and approved by the department supervisor, or even a skip-level manager as the moderator.  This ensures that the submissions are both high quality, and that they are being reviewed. 

Over time, in areas such as manufacturing maintenance, or any other similar situations, enough quality information could be captured to create solution databases.  This would facilitate the introduction of PM (Plant Maintenance) [9] for both preventive and predictive maintenance programs.

The searchable nature of the forums allows for quick and easy information retrieval in the short term.  Over a longer period of time, the information can be structured and implemented as various types of system solutions to address recurring themes or various business opportunities. 

Collaboration, virtual discussions, and even “debates” will ultimately occur in such a way that they help to refine various business issues or problems.  In the future, as the issues arise again, going back through the old dialogs may yield a new perspective or new direction for the future.  In the end, the cultural change to a learning organization will begin, and along with it new information and ultimately new knowledge will emerge to use for competitive advantage.

ERP III, Knowledge Management, Collaboration, and Learning Organizations – The Conclusion

Competitive advantage and the emergence of the extended enterprise through SOA, and the extended supply chain demand greater collaboration.  This collaboration is a key component of creating the learning organization.

SOA and additional benefit realization from an SAP implementation depend heavily on the ability of an organization to capture competitive advantage from the knowledge of the employee base.  Even skilled IT contractors must rely heavily upon the acquired knowledge and wisdom of those who actually perform the enterprise’s processes on a day to day basis. 

No matter how skilled an IT professional may be, there will always be some things that escape detection or discovery because of the nature of intangible “knowledge” that exists within any individual or organization.  The key to leveraging the IT investment in SAP and in implementing an effective SOA program is in finding ways to create collaborative communities to expose that knowledge.  This collaboration can become the basis of a “learning organization” that is a key to transforming both the enterprise and the IT infrastructure that supports it. Using today’s “social networking” tools, as a means to advance that collaborative culture is one of the most cost effective ways to accomplish the task of organizational transformation.

 

~~~~~~~~~~~~~~~~~~~~~~

[1]  SAP as a Change Enabler  http://www.r3now.com/sap-as-a-change-enabler

[2]  Knowledge Management—Emerging Perspectives: http://www.systems-thinking.org/kmgmt/kmgmt.htm

[3]  Knowledge Management Journal – Business process modeling through the knowledge management perspective: http://www.emeraldinsight.com/Insight/ViewContentServlet?Filename=Published/EmeraldFullTextArticle/Articles/2300100303.html

[4]  Learning Organization from Wikipedia – http://en.wikipedia.org/wiki/Learning_organization

[5]  Hitachi Consulting, where I previously worked in the SAP practice as a functional consultant and the SAP Knowledge Manager has published a white paper on SOA that explains both its promise and its drawbacks; SOA – CIO Savior or Nemesis, http://www.hitachiconsulting.com/downloadPdf.cfm?ID=414

[6]  One important distinction to note here is that this paper will focus on the implementation of the “learning organization” in practical ways throughout the enterprise.  This “learning organization” approach has far reaching affects beyond SOA, it has the ability to transform business through the use of enabling technologies.

[7]  For example, see this forum which lists many of the validated and approved modifications, along with full support information and enhancement options.  http://www.phpbb.com/community/viewforum.php?f=15

[8] Forum with information for installing, updating, and enhancing or modifying the “cash” (i.e. points) modification to the PHPBB forum.  http://www.phpbb.com/community/viewtopic.php?p=539420

How to access the modifications while the modification database is unavailable (it is currently undergoing a complete update and re-write).  http://www.phpbb.com/community/viewtopic.php?f=15&t=527421

[9]  For example, see SAP’s Plant Maintenance solution:  http://help.sap.com/saphelp_47x200/helpdata/en/66/158661547611d182cc0000e829fbfe/frameset.htm

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