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Portalfuze Social-Media Platform

www.Portalfuze.com

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White Paper

Information Technology Solutions
Table of Contents
Introduction Social Media: What Is It?
Benefits of Social Media for the Enterprise 1 2 3 5 7 9 10

The Portalfuze Platform
Portalfuze Platform Features Hardware/Server Considerations

Portalfuze Services

Portalfuze Social-Media Platform

Copyright © 2009, Portalfuze

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Information Technology Solutions
Portalfuze Social-Media Platform
Portalfuze: Enterprise Social Media ... At Your Service

Introduction
Web 2.0 and social-media technologies have drastically impacted the way people interact on the Internet, both with each other and with the data in which they have an interest. With this paradigm shift in interaction, corporations, associations, and other enterprise-focused groups are looking at these technologies more than ever to add collaborative functionalities to existing Web platforms. They’re also examining building platforms that address the needs and requirements of these suddenly “social mediaenabled” consumers. As consumers’ wallets tighten in the wake of seemingly endlessly bad news about the economy, these enterprise-focused concerns are examining different and unique ways to connect with them — especially to continue the relationship long after an initial “touch” or contact. No matter what the economic conditions, though, consumers have discovered a need to have interactions with these companies that go beyond a visit to a store, a one-time transaction via a Web site, or another type of simple contact. Enterprises can take advantage of this consumer "want" through the technologies that social media and collaboration bring to the table. When the enterprise enables consumers to establish an identity and communicate with the company through a social media/collaborative platform (or even accepting anonymous comments), it not only engages the audience, it has a much-better chance of retaining it far beyond the original product inquiry or sale. The enterprise is now paying attention to this trend. A recent McKinsey Quarterly survey found that companies are using more Web 2.0 and socialmedia technologies than they were in the past. What’s more, their utilization of these tools go far beyond the typical “Facebook” or “MySpace” image of social networking: In 2007, companies used Web 2.0/social media for the basic goal of aiding their entry into new markets. Today, more companies are focusing on complex interactions with their customers via social media, as they seek higher-value external objectives. Different studies from Wainhouse Research and Forrester Research support what the McKinsey Quarterly report found; but with specific, “real” numbers:

Through the use of social media, enterprises can keep in touch with customers far beyond an initial contact — important for repeat sales and especially referrals

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Even though this market is in its infancy, spending on enterprise social media already reached the $200 million mark in 2007 (Wainhouse Research) Enterprise social media expenditures are expected to reach $4.6 billion annually by 2013 (Forrester Research)

Social media and collaboration go far beyond just sales and marketing to consumers, whether business-to-consumer (B2C) or business-to-business (B2B). For example, these technologies can be added to, or used as a basis for, corporate intranets and extranets. Other potential application areas include education and government.

No matter what the definition, enterprise social media is one of the keys your company needs to unlock quality relationships

Social Media: What Is It?
Ask ten different people about their definition of “social media,” and you’ll get 20 totally different answers — if not more. At Portalfuze, we think of social media as tools that enable enterprises to:

• • • •

with your clients

Engage the user by facilitating a two-way conversation, as opposed to the one-way conversation from the enterprise to the user, seen in typical “brochure” Web applications Promote collaboration and secure information exchange between and among users Provide new and novel ways for the organization and distribution of traditional data and information Encourage an “architecture of participation” that relies on contributions from both users and site owners Mesh and interact easily with other new and emerging Webbased technologies, especially those focused on user interaction and media distribution Create participation points for the audience to augment existing information

Why do people collaborate? Whether online or in person, people work together to share information, answer questions and solve problems faster and (usually) better than by working alone. In the context of enterprise social media, collaboration is generally accomplished by comment posting, forums, document sharing and other means. The enterprises sponsoring such collaboration will not only receive goodwill from the people who use the platform, they will see a "halo effect" where the perceived positive feeling of the sponsored collaboration will extend to the enterprises' broader brands, services or initiatives.

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To truly win, the enterprise can even go as far as to directly participate in the collaboration. For example, it can offer suggestions and recommendations on the products and/or services it offers to either start conversations. Or it can monitor collaborative efforts in its platform and interject into the conversation helpful facts, opinions or even products. Also keep in mind that collaboration can be more than just two-way between the enterprise and client. Multi-way collaboration among clients and the enterprise can not only extend collaboration, it can make the sponsoring enterprise an even-more entrenched part of the client's daily life, which can lead to additional sales or referrals, increased sign-ups to a non-profit association, and so on.

Breaking out of the “We’re on Facebook, so why should we do more?” mentality is the key to success in developing and implementing a true social-media strategy

Benefits of Social Media for the Enterprise
When a company or other form of enterprise implements a social-media strategy that goes beyond a simple blog post or a Facebook “fan group,” they’ll see numerous benefits. First, we need to see what makes enterprise social media different – and better – than these "good but basic" first steps. Simply put, "enterprise" social media is about information and control. It’s all about providing tools, technologies and information that can be created, accessed and used by people – clients, employees, partners, citizens, etc. This could come in the forms of blogs, microblogs, documents, videos, podcasts, forums, discussions, ratings/reviews and so on. The "control" comes from ownership or licensing of tools by the enterprise. When depending on third parties for “free” technologies like blogging and social-networking platforms, the enterprise does not necessarily own those tools, host them on their own servers, have easy access to their information, and so on. "Enterprise-strength" implies ownership or licensing of tools and data by the enterprise, as well as customization of these tools to create a brand experience. Whether enterprises are adding social-media functionality to a current Web site, building an entirely new platform to serve their customer base, or something in between, they’ll see:

A strengthened relationship between the enterprise and the user, which is developed by putting systems in place at a Web site or in a platform for users to contribute and personalize content, express opinions and form tangible relationship with other users. An enhanced image and feeling of trust by its consumers or customers, by providing tools that eschew hierarchy in favor of the network-model approach to problem solving and discovery.

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• •

Increased numbers of unique users, through the inclusion of tools that foster a viral-growth strategy. Opportunities for both new products and services to engage users, as well as new revenue-generating opportunities through advertising and tiered-content services.

All different kinds of companies — you probably know many of them — are depending on social media and collaborative platforms to consolidate their customers into one central “place” for sales and marketing purposes

What's more, social media/collaboration works. Almost 60% of respondents in the McKinsey Quarterly survey who were satisifed with their collaborative Web 2.0 initiatives saw them as a driver of competitive advantage. Those companies are expected to become even more aggressive in the marketplace against rivals slower to board the social-media train. Some of those companies include: Company: Project: Company: Project: Company: Project: Company: Project: Company: Project: Company: Project: Company: Project: Company: Project: Cadence Design Systems A online community Web site that engages, listens and connects the audience with one another, and the company. Canadian Airports Council A site that enables collaboration and collective expertise among a geographically dispersed membership. VMWare A community surrounding its VMWorld virtualization user conference that makes VMWorld "a year-round event." Electronic Arts Speedhunters.com, a car-culture site built for its Need for Speed game. Mazda An online community for MX-5 (Miata) enthusiasts. Nike Its Nike+ site connects runners around the world, and tracks data of every run by its members. Next: basketball. HSBC The HSBC Business Network connects entrepreneurs with each other, and with HSBC business experts. Intel The Open Port community enables Intel's internal product and tech experts post/host blogs, discussions, documents and public-opinion polls. Microsoft An official support community for users of its adCenter search
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Company: Project:

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solution for MSN Live. Company: Project: Company: Project: SAP A platform for software developers and business-process experts to interact and collaborate. ManTech The A-Space Program, through the Defense Intelligence agency, provides data-driven collaboration and socialnetworking capabilities for the country's intelligence processes. Cadence A community forum to provide tech support and interaction to its user base. Element K A site that provides educational course content via social technologies to engage students, promote information sharing and improve collaboration. Avid Improve its community site to include customized forums, more extensive blogs and a video exchange similar to YouTube. National Geographic Position a community around its magazine and TV shows, featuring blogs, photos, forums and online events.

Portalfuze’s bestof-breed technology and platform features make it the most technically advanced, enterprise-strength social-media platform available

Company: Project: Company: Project:

Company: Project:

Company: Project:

The Portalfuze Platform
Portalfuze developed its namesake platform for companies, non-profits and organizations that find themselves needing to take full advantage of this important, new area of communication. We provide an ideal platform from which to deploy new functionalities, as well as a great foundation to scale out future functionality. We have made sure our platform comes with standard social-networking features and architecture that quickly integrates with an enterprise’s current and future properties. Potential uses include: Enhanced Web Properties Web publishers with an existing property that need improved user metrics and general appeal.

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Marketing/Sales Companies seeking to deploy marketing and sales sites that engage and consolidate their user/customer bases by providing a focused, content-rich site that appeals to a particular audience interest. Collaborative Environments Production- and project-oriented companies that need an environment to promote collaboration and cooperation among multi-specialty teams. Associations/Non-Profits Professional associations and other organizations wishing to create portal sites that create an environment for members to collaborate and share best practices in an interactive environment. These properties can increase the value of the organization to the end user, and supplement existing conferences and meetings. Intranets/Extranets Companies seeking to deploy a Web-centric intranet or extranet that encourages employee or partner collaboration, and effectively unites and unifies the company's human capital and collaborations with other businesses. Start-Ups Companies seeking a foundation upon which to build vertically focused portal platforms, for any kind of project. Application Developers Programmers looking for a starting point to launch a task-specific application that needs to be accessed over a network and serve multiple users. Communities Small companies, organizations or others seeking to establish information portals focused on a particular community (or communities). Conferences/Tradeshows Provide conference and tradeshow participants a forum to connect prior to and after the actual event, which in turn facilitates meaningful and productive encounters during the event. Teaching and Educational Platforms Corporations, institutions and government agencies seeking to build distance-learning and/or collaborative environments that utilize tools like online document storage, video, threaded discussions and more.

Many different kinds of companies, organizations and other entities can utilize enterprise social media and collaboration to their advantage

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Portalfuze Platform Features
The Portalfuze platform is built using the most up-to-date Java technologies, which are widely accepted at all levels within most enterprises. In fact, our use of J2EE in the development of Portalfuze makes it the most technically advanced, enterprise-strength social-media platform available. Specific features of the Portalfuze platform include: State-of-the-Art Security Conventions-based modular security (utilizing Spring Security) provides a robust and secure Access Control list (ACL) by default. By following Portalfuze naming conventions or utilizing simple XML configuration, the security framework can control individual access at a group or module level. Blogs/Status Updates/Microblogging Portalfuze features a full blogging platform, along with the ability for users to publish short status updates (also called microblogging), in a style that’s similar to the Twitter service Facebook Connect/OpenID Integration Portalfuze gives your users multiple ways to log in. Besides (or in addition to) your own registration process, you can implement Facebook Connect and/or OpenID integration. Facebook Connect provides its members to seamlessly "connect" their accounts with our portal. OpenID, meantime, is an identification service where users can utilize one login across multiple Web sites and services. User Profile and Account Management Profiles can contain as few or many fields as the network owner wishes, with the user having total control over their account. Other options include giving users the ability to hide some or all of their information. Dually Verified Associate and Network Building For two people to become "associates," "friends," etc., both must agree to the arrangement, which promotes trust among all network participants. Object Rank, Review and Comment Whether its comments, products or other objects, users can rank, review and make comments on them.

An enterprisestrength social media and collaboration platform brings the kind of security, flexibility and features to create the platforms and Web sites you need to succeed

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Built-In Internet Protocol and/or GPS Geolocation Interface Knowing where users are can be important, if you wish to build in "presence" applications for mobile applications, directory searches or a myriad of other potential services. Message Boards Your users can leave messages for one another, and even attach files, documents, photos, videos and more to those messages. Q&A Forums Similar to a message board, your users can ask questions and get direct answers to them in our Q&A forums. Document, photo and video attaching is available. Full Auditing Capabilities, Including Activity Tracking All activities on existing or custom modules from a user and group perspective are tracked and available for use in advanced social and collaboration tools with no additional coding. Our activity tracker features advanced algorithms for making the data available in a social context. All objects can be tracked for activity as well. Public- and Private-Group Formation You can set up your own subject-based collaborative groups in the platform, and/or give your users the option of establishing their own groups. They can make the groups public or private as well. The security system is "group aware" so no additional code needs to be added for group security. Email group listserve functionality (real time and digest mode) with additional activity notification via an activity module is also included. Calendars/Event Planning Portalfuze can provide anything from a simple calendar where you and your users can place events, to full event planning entirely within the platform. Directories Provide a service directory for your members in which to list themselves, similar to an online phonebook. You can also extend this functionality to any user group established within the platform. File Management Give your users the ability to store and manage their files directly within the platform. You can store the files on your own servers, or via cloud services like Amazon S3, without any additional coding.

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With our platform and associated consulting services, Portalfuze can get companies started building their own applications and networks, or can deliver custom-built turnkey products that can be plugged in to current Web sites and services.

Hardware/Server Considerations
Since many applications will need to scale to handle high-traffic situations, the system is designed to support clustering, indexing engines are used for search, and distributed cache servers are utilized. Portalfuze was designed to be able to handle appserver clustering without any issues and was engineered to work with many different third-party applications, as well as our recommended open-source technology deck, which includes:

Because we use many open-source tools, Portalfuze works with practically any kind of technology set-up that’s

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thrown at it
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Security (authentication/authorization framework) - single sign-on (SSO) using Josso, CAS, custom SSO system, etc. All security is portable and easily configurable via XML. Anonymous users can be implemented as well Profile, registration, and user management from the admin side are available, which brings with it common features like an “abuse resistant” reset password system, disable-user ability, etc. Integration with social networks available via Facebook Connect and OpenID Alerting system that triggers alerts for specific activities. Portalfuze uses a Java message service (JMS)-based alert system for heavy-traffic applications Multi-level caching system that allows us to focus on business logic without having to take extreme measures for performance. Caching occurs on the object-relational mapping (ORM) level as well as “display level” An activity-tracking system, following the Portalfuze POJO modeling approach, where custom-activity tracking and audit tracking results are generated Custom components that follow standard conventions can re-use common Portalfuze infrastructure such as pagination Portalfuze enables several options to plug in indexing engines for searching, including existing database indexing tools, Lucene, Apache Solr (faceted searching), etc. OSWorkflow integration Hibernate query language, which allows for optimization of ORMgenerated queries for whatever database is being used (e.g.: MS SQL Server) Business logic (management layer) can be made quickly available as REST or SOAP style Web services, and reused across existing portals, or services

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Portalfuze Services
It is important for companies and other organizations that use enterpriselevel software to understand how social-media technology will impact their internal and external users. This has to happen before any new technology adoption occurs. Portalfuze has the internal staff, as well as alliances with some of the top experts on emerging social media technologies, that can help you translate social media and collaboration across the enterprise. Social Media Planning Our experts can help you develop plans that begin to incorporate current social media functionalities, including networking, collaboration, messaging, user-produced content, two-way and multi-way discussions, and others into your intranet and Web-based properties. We will help lay out a roadmap that supports either a phased introduction of these technologies, or a one-time complete overhaul. Additionally, we'll make sure platforms are in place not just to support current technologies, but also be positioned for future ones. Collaborative Virtual Environments Let us perform a thorough review of your legacy platforms and show you how new platforms can help to begin to tie together existing applications and application users. Furthermore, we'll explore how employees and users interact with each other and study the information flow within that base to make suggestions on systems that can help facilitate and encourage collaboration and engagement. Needs Analysis One of our expert team members can spend time with your IT staff to understand the social media initiatives being evaluated throughout your organization. We’ll help your team create not just requirement documents but also reports and analysis for internal use that begin to define budgets and analyze benefits of various projects When it comes to set-up time, we can do as little as install our source code and train your team to start developing with it, or as much as developing a turnkey collaborative platform. Our licenses include complete source code for customization and use, and a negotiated number of hours for customization, installation and training. For new applications, we'll:
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Portalfuze’s company offerings go far beyond our namesake platform. Take advantage of them to help build whatever kind of social media/ collaboration solution you need

Step 1: Load Portalfuze Step 2: Select modules from Portalfuze library for inclusion in deployed platform Step 3: Build or add existing custom modules following Portalfuze conventions

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Step 4: Use admin layer to customize branding and graphic-user interfaces (GUIs)

For existing applications, we'll either:

Migrate that infrastructure by renaming files to follow Portalfuze conventions -orIntegrate Portalfuze functions by running in parallel to existing webapp cluster and utilizing SOAP- or REST-style Web services

Developing a great social media/collaboration application is only a partial step your enterprise needs to take, to benefit from the technologies Portalfuze supplies. The next step is to roll out these applications and get your user base actively using them. We offer several options with respect to installation and training: Hosted or Installed The platforms we develop are generally installed on our your servers and set-up to host all associated files internally on your company's networks. That being said, we have developed and integrated applications that take advantage of the cloud model and can store/serve data rich files on services such as Amazon S3 or internally. Set-Up and Training - Customization Our platform can be installed bare bones; we can provide a one-day (or more) introduction training to show your IT team how to customize and integrate with other applications. Or we can perform all customization work and install on your servers. After installation, we can provide both onsite or remote training for your teams Development of User Manuals Our team can research and write user manuals and support documentation for your unique application built on our platform. Maintenance Our platform is designed to be expanded and customized. By following simple naming conventions, new applications on the production server will be recognized and acquire social characteristics. Your team can develop these apps, or our staff can provide off-site development services. Additional Support Portalfuze is there with you every step of the way; even after the initial work is done. We can help with:

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Installation of new modules and upgrading of current ones The administration of your new platform Troubleshooting any legacy or new applications being integrated into the platform Other tasks - just ask and we'll do everything we can to help

Portalfuze is Enterprise Social Media, At Your Service. Companies, associations and non-profits can quickly implement our namesake socialmedia platform, no matter where they are at in terms of product/Web development. From adding social-media functionality to a current Web site to developing an entirely new social-networking platform, Portalfuze has the technology and the know-how to help enterprises meet their social media goals. Portalfuze also owns and operates Sibdu (www.Sibdu.com), a free social network for commercial real estate; and Feedfuze (www.Feedfuze.com), a free RSS feed aggregation/publishing tool.

17 North Locust Street Round Hill, VA 20141 (540) 751-9518 info@portalfuze.com www.Portalfuze.com
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