Social Media in PLM

Social Media in PLM - #plmconx

Social Media

© 2010. Siemens Product Lifecycle Management Software Inc. All rights reserved
Page 1 Siemens PLM Software

Abstract

This presentation will provide an overview of social media in the
CAD/PLM industry. We'll discuss the use of social media and social
computing in the engineering workplace. The presentation will
highlight best practices for listening and engaging in social spaces.
Find out what industry analysts are saying about social computing in
PLM and how Siemens PLM is addressing this category in its
software.

content
Wikipedia: “media designed to be disseminated through social interaction”
community


Forrester

3 opportunities for development teams to innovate using Social Computing:

1. Enable established teams to better collaborate across distance or silos.
HP and IBM harness the technical aptitude of their workforce to make use of
wikis, blogs, and discussion threads that bring distributed teams “closer
digitally,” & foster healthy discussion on product concepts across business
and domain areas.
2. Tap outside communities for product ideas, answers, and feedback.
P&G excel at engaging communities within the target audience of their new
product or service to elicit early feedback on features or messages (as well to
as boost brand image among these consumers).
3. Integrate compelling new services to traditional product offerings.
Microsoft Xbox Live allows millions of gamers to connect with other players
and social networking sites like FB & Twitter via their game consoles.


Social Development


Connections for Expanded Knowledge


Social PLM Landscape

“To stay ahead of
the pack, business
process
professionals will
augment mainstay
PLM functionality in
some select, high-
impact process area
with extended social
media tools.”


making the value of technology clear Social Networking in Product Innovation
and Product Development, and
Engineering

Jim Brown, President
Tech-Clarity, Inc.

© Tech-Clarity, Inc. 2010

making the value of technology clear
Relevant Research


Kalypso Research

 Research Study on Social
Product Innovation and Social
Product Development
 Results not yet published
 Surveyed over 50 companies
 Focused Interviews
 Will be available from
www.kalypso.com in the future

Social Computing


Social Computing Explosion

 MySpace has 200 million subscribers, if it were a
country it would be 5th largest in the world
 The number of text messages sent/received in a day
exceeds the population of the planet
 The time it took for a product/technology to reach a
market audience of 50 million:
 Radio – 38 years
 Television – 13 years
 iPod – 3 years
 FaceBook – 2 years


Social Computing in R&D

 Social computing enables product developers to:
 Enhance product development team execution and
collaboration
 More naturally capture and share product knowledge
and expertise
 Enable the discovery of new IP and product value


Innovation and Ideas

 Customer communities
 Competitors
 Formal open innovation
 Tournaments


Product Validation

 Testing ideas
 Virtual focus groups
 Creating and tracking buzz
 Launching products


Customer Feedback

 Support forums
 Public sites
 Blogs
 “Close the loop” on product innovation


Manufacturer’s Viewpoint
“Pitney Bowes is an innovation-driven company. In
addition to a significant annual investment in research
and development under a top-notch team of scientists
and strategists, we take our forward-thinking approach
to every organizational level and every employee. We
engage employees through a variety of mechanisms
such as the use of social networks for sharing ideas
about new offerings, new markets and new ways to
deliver customer value.”
Murray Martin
CEO
Pitney Bowes


“We have a program to enliven collaboration within the
four walls of Microsoft using social computing.”

Ryan Murphy
Principal Program Manager for PLM
Microsoft Entertainment and Devices


Findings from COFES 2009

 Social computing in PLM is a real and compelling
 The intersection of social computing and engineering is
happening – although slowly
 There is a lot of potential value
 There are a lot of potential barriers
 Social computing is not just for the younger generation
(although they are more likely to just expect it)
 As an industry, we are very early in the maturity of our
vision to use these technologies, we have a lot of
experimentation left before there is an accepted “best
practice” approach


“We will not design a plane on Facebook!”

Boeing Participant
COFES 2009


Agreed – No Planes on Facebook

 Facebook (as an application) is meaningless to
developing an airplane:
 What relevance do status comments and photos have to do with serious
engineering?
 How will we protect intellectual property?
 What does Facebook know about business processes or how to manage them?
 What does Facebook know about engineering data? CAD files? Projects?
Engineering in general?
 Why would I trust my business performance to a technology platform like
Facebook that doesn’t appear stable or perform well? (sorry Facebook, that is
just my practical experience not a sound technical analysis)
 How do I have time to pay attention to this in addition to everything I already
do?
 How do we address security concerns?

Social Computing Concepts in PD
Concept Facebook / Twitter / Etc. Product Development
Status / Tweet Feeling like eating ice cream Having trouble designing fan housing
Chat Go to the movies tonight? Are the customer requirements done?
News Feed Keep up with friends Project progress / issues / status
Links Funny cartoon on Dilbert Link to most recent design files
Pictures Aunt Tilda’s new dress Concept sketches of new product
Videos Little Johnny gets a new tooth New product launch ads
Applications Make me look like Mickey Mouse Allow me to sketch a 3D concept
Like / Dislike Like friend going to Paris Feedback on prototype (VOC)
Messages Haven’t seen you since high school! Project deliverables late, need help!
Comments That looked like fun! Feedback on issue, design, or concept
Friends Bob, Linda, Uncle Joe, … Team members, customers, experts
Groups Family, Work Friends, Sports Team, … Projects, skillsets, departments
Followers Friends, ??? Customers, downstream departments
*Blogs My trip to Finland New technology strategy
*Wikis Favorite rock band hairstyles Design standards and templates



 “Social discovery” helps companies find new people
whose knowledge can be tapped.


Capturing Product Knowledge

 Social computing in product development
 Develops a digital record of the product development
process
 Captures and stores false starts, brainstorms,
discussions, and other interactions
 Records design and decision-making history
 Opens history for corporate reuse
 Turns collaboration into a corporate asset
 Could be associated to the product and the project to
form a permanent record of the process

Social Computing in Product Development

 Manufacturers are very
interested in social computing
 The early adopters are hard at
work figuring it out
 Progress has been cautious
(for the most part)


Social Computing Predictions

 Most manufacturers will start with the low-hanging fruit
of improving collaboration
 Most will start internally
 Manufacturers more likely to adopt social computing
when they are incorporated into applications they trust
(such as PLM), which will protect their intellectual
property (IP)
 There will be significant value gained by those
manufacturers that adopt social computing to improve
product innovation, product development, and
engineering performance

Don’t Get Left Behind


Key Takeaways

 Social networking in product development:
 Is more than just collaboration
 Makes collaboration better
 A significant, complementary addition to current
product innovation, product development, and
engineering toolsets
 An important evolution in product development
(processes and tools)
 Showing promise and here to stay
 Learn. Pilot. Experiment.

Thank You

 jim.brown@tech-clarity.com

 www.tech-clarity.com
 www.tech-clarity.com/clarityonplm (blog)
 www.twitter.com/jim_techclarity

Tord Dennis – Innovation & Productivity

Best-in-Class Companies Lead The Way
February 2009
93% 80% 79% 92% 87%
43% 36%
29% 27%

Align to Customer Needs Collaborate Across Departments Track and Manage Projects

87% 86% 80%
42% 39% 39% 41% 39%
23%

React Quickly to Product Issues Streamline Product Development Develop Earlier or Concurrently

Best in class Average Laggard
Page 29 Source AberdeenGroup. Top Five Principals for Product Development Success, February 2009 Siemens PLM Software

Rich Collaborative Product Development
Benefits

Save time and reduce costs

Improve productivity and reuse knowledge

Reduce ambiguity and keep everyone in sync

Simplify the way people work and improve productivity


Leverage Corporate Social Networking
Instantly Collaborate with Peers

Save time using unified communications/presence to instantly
communicate with team members


Rich Collaborative Product Development
Shared Team Site

See and interact “live” with 3D in your team’s collaborative site


MOSS and Teamcenter
Vision and Strategy

Portfolio & Supplier Workflow Search Secure Lifecycle Engineering Manufacturing Visual
collaboration Visualization Process Process Mgmt Collaboration
Program Interaction environment Mgmt
Teamcenter Search Embedded Quality CAD
PLM Sourcing PLM data Conferencing
workflow Teamcenter Visualization BOM access analysis
dashboard & integration integration Design
integration data Product Product Data
reporting Check- Structure collaboration Review
Ideation Visual Issues in/Check-out Browser
integration

Search Site Model, Document & Data E-Forms Data Mgmt &
Workflow
• Business Data Security, and Web Content Integration Reporting
• 5 out of box Management Management
workflows • Extensible and • Business • Mgmt, • Spreadsheet
• Reporting customizable • Personalization • Policy data library publishing, publishing &
for ECM search of • Deployment • Management process calculation
enterprise • Site Manager • Auditing • Web part creation & • Report
content and • Records integration completion Center
people management

Project Mgmt Team Collab
• Windows • Text search • Site and role • Framework:
• Issue • Workspaces Workflow of team sites management repository,
tracking and tools Foundation infrastructure versioning,
applications • Blogs • Admin and metadata
• Project • Wiki deployment • Basic
workspaces • RSS • Status and document *Included with Windows Server
history management

Internal & External

CONVERSATIONS


Who

• Twitter lists:
Siemens PLM Family
Big PLM Industry list
Media Analysts

• @SiemensPLM
• @PLMWorld
• @jim_techclarity
• @dorasmith
• @baumvogel – Tecnomatix
• @jsarfati – NX
• @pakvasa – Teamcenter
• @burhop & @susancinadr – Solid Edge/Velocity


What

• News
• Tips & Tricks
• Reviews
• Conference highlights


When

Daily, Weekly, Monthly – Increasing Volume


Where

• Forums:
eng-tips.com
cnczone.com
engineeringtalk.com
• Blogs:
Al Dean/Develop 3D
Jim Brown/Tech-Clarity
Josh Mings/Solidsmack
Kenneth Wong/Desktop Engineering
Deelip.com
blogs.msdn.com (Teamcenter)
DesignWorldOnline
Siemens.com/plm/blog
• Twitter


GTAC Discussion Forums

• Not so new (22 years) but new and improved
• Now supporting 50 languages and auto translating through Google
Translate API

• Soapbox (Misc off topic aka fun)
• Filter by forum – bookmark
• E-mail digest – instant, daily, weekly
• User blogs
• Embedded YouTube videos


PLM World Discussion Forum


Why

“Twitter is actually the tool that changed my perspective on social
media…a great way to tap into the pulse of a community in
real time... using tools like Twitter, LinkedIn, Facebook, and
Delicious allow me to mine the collective knowledge of the
industries I pay attention to and better understand and
leverage them. It’s that deeper understanding that helps guide
the decisions I face everyday both at Wagstaff and
CADwire.net.” (blog post interview with Rick Stavanja)


Discoverable, Shareable Content

Videos - YouTube
• Tech Tips
• Blogger content

Images - Flickr
• Events
• Product Features

Presentations – Slideshare


PLM Connection Social Media Channels

For the latest info throughout the event, subscribe to:
• Siemens PLM Blog (http://siemens.com/plm/blog)
• PLMWorld Blog (http://www.plmworld.net/home/blog)

Twitter hashtag - #plmconx

Follow @SiemensPLM, @PLMWorld,
@burhop, @baumvogel, @dorasmith, @pakvasa …
http://twitter.com/dorasmith/plm-cad-media-analysts

E-mail any pics/videos taken at plmconx to
dora.smith@siemens.com to upload to
Flickr and YouTube!


content
“media designed to be disseminated through social
interaction”
community

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Social Media in PLM

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