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HEADINGRequirement BPMN notation CommentCommunity-generatedeventsEvent: New user engagedin the socialcommunityEvent: New social relationshiplinkEvent: Invitation acceptance/rejection(Generic) events raisedby the communityAn event is raised whena user dynamicallyenrolls to the processcaseAn event is raised whena user establishes a socialrelationship withanother userAn event is raised whena user accepts/rejectsan invitationTable 5. Social requirements for BPMN at event level.SOCIAL BPMN SPECIFICATION OF THE RUNNING EXAMPLETo exemplify social BPMN extensions, Figure 4 shows the BPM model of thesocial B2E scenario of the running example: with respect to the originalmodel, displayed in Figure 3, the process is extended with the publication ofthe Master content proposal to the social community. Notice that the activityis annotated with the social commenting stereotype (as from Table 3), to specifythat a request for comments is issued to the social network. The activityaccepts non-blocking social events (representing the received comments).The activity runs for a week (as marked by the temporal event). Furthermore,if the Master content is actually promoted, the new state is notified thecommunity through a social broadcasting stereotyped activity.Fig. 4. Social BPMN extensions applied to the B2E scenario(Content Management Process).12
HEADINGTo exemplify the B2C scenario, we describe two important processes of theCampaign Management Process presented in the running example. Figure 5shows the user registration process, representing the log on phase exploitinga social user profile. The user registers in the company portal using his credentialsin a social network; the company gets the enrollment social eventand automatically replies with a request for friendship (or authorization forany other kind of social interaction) posted in the user’s social network. Ifthe user accepts, the company updates his profile in its member directory(upon reception of a friendship confirmation event) and will exploit this informationfor future promotional campaigns.Fig. 5. User enrollment and authorization in the B2C example.Figure 6 shows the Social Campaign Management process, which implies anexplicit interaction between the company’s MarCom personnel and the observerusers clustered in a social pool. The process initiates when the company’smarketing manager decides that a new campaign has to be launched;a marketing employee prepares the campaign content and broadcasts theevent (together with the content) to the social pool with an explicit messageflow; as a consequence, each user that previously accepted to receive campaignannouncements will get a message in her favorite social network applications.The process then continues within the social pool. A social networkmember may comment back to the company, suggest the service/product tohis own friends, or invite new friends to the company network or socialgroup. As a result, new actors can enroll to the company’s portal and dynamicallybecome part of the social pool. Each action from a social pool actoris notified to the company, which in turn registers the events for the wholeduration of the campaign. If the user reaches the agreed objectives, a task isactivated that notifies the reward from the company to the user in the communitypool, by means of an individual communication in the user’s preferredsocial network(s). The campaign terminates at the end of a designatedtime interval; after the temporal event, the marketing manager can analyzethe final report on the campaign results.13
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