building blocks for the enterprise of the digital age | enterprise digital summit paris 2016 |...
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‹#›
Failure to Adapt to Technology Conditions the #1 Threat
Average Corporate Lifespan Has Fallen Dramatically As a Result
‹#›
How Traditional Change is Untenable And Why New Models are Needed
Today: Slow linear tech change by doing it all centrally
Tomorrow: Fast exponential change by
enlisting broader networks (people and 3rd parties at scale) to
adopt, adapt, and transform
The Dislocation MostOrganizations AreHeading Towards
rate
of c
hang
e
increasing headwinds as legacy baggage
slows change
Ideal change rate that more closely matches market’s
change rate
by Dion HinchcliffeFrom http://zdnet.com/blog/hinchcliffe on
‹#›
Today’s Digital Vision Consensus
AccessCustomer Engagement Style
EmpowermentTouchpointsEngagement
Reactive Proactive->
From To
Traditional Consumerized->
Corporate Solutions Self-Actualized->Fragmented -> IntegratedB2B, B2C B2Community->
‹#›
The Internet of Things: Everything Is About to Be Connected
Top Issues:Standards Security Data Volume
‹#›
The Current State: Social Business• The use of open sharing and participation at the
core of how we work with our stakeholders and manage our organizations
• And explicitly taking advantage of the rules (power laws) that make digital networks uniquely powerful
• Aimed at business objectives• Usually through social tools• Creates or leaves behind more value at each step
in the process• Works best with new technology• And new thinking• But leading companies are now
reaping major benefits today• Estimated to be a $23 billion industry by 2019,
growing at an impressive 26% annually. Source: Technavio
Local Social Business Strategy
social business committee/center of excellence
Local Social Business Strategy
Local Social Business Strategy
coordination,cross-pollination,
best practice capture,support,
governance
Social Business Strategyglobal
agile & iterative
organization
‹#›
New Data on Where Social Business Value Lies
• On average half of social business stakeholders say social tools have better enabled digital activities
• But some areas are particularly high value
• Order to cash• Demand planning• R&D
• These are not areas that most focus on with social business.
Source: How social tools can reshape the organization, McKinsey, May 2016
‹#›
What Social Business Participants Think Will Happen Next
Source: How social tools can reshape the organization, McKinsey, May 2016
‹#›
Bottom Line: Less Fixed Everything, More Dynamic Connected Change
Source: GCHQ’s Boiling Frog Report, May 2016
‹#›
The key: Digital engagement is a single connected continuum…
Social Businessenterprise ecosystem
customers +world
business partners
workers
integrated vision
intra
net
extra
net
Inte
rnet
…with people as the fundamental building block
‹#›
So Communities Are The Construct…
• Hierarchies, bureaucracies,other methods of control have value
• But we’ve discovered that self-organizing groups of people are the single most powerful human construct
- Open Source- Facebook, etc.- Blockchain
Tenet #1: Anyone can participate. Tenet #2: Create shared value by default.
…Because They Have Most Scale, Diversity, and Connectedness
‹#›
Key Digital Insight: More Connectedness = More Shared Value
team-based
department scale
enterprise scale
ecosystem scale
crowd scale
• Anyone can participate• Formal social capital (connectedness) is
accumulated for later leverage• Contributions are visible and shared by
everyone (network effects by default)• Collaborative scenarios are able to and
encouraged to scale• Enabling diverse participation is a core
design value• Emergent outcomes possible and much more
likely
High Connectedness, Scale, Diversity
Low Connectedness, Scale, Diversity
• Upfront assumptions on who can participate• Social capital usually not possible or
encouraged• Contributions mostly shared by initial
participants• Not optimized for scale• Diversity not a central design parameter
more social, more open, more strategic, more shared value, more emergent
#social media#community#forums#ESN#CMS/DMS/ECM#intranets#portals#messaging#uc#email
(cc) 2016 7Summits, LLC | Creative Commons. Some Rights Reserved. | @dhinchcliffe
7Summits LLC
Building Blocks: Comparing the Types of Collaboration and Engagement
27
IM/Chat/UC
Wikis
Blogs
ESN
Community
Scale
1000s
10s
10000s
100000s
100000s
1000000s
Open, Visible, Shared with All
No
Maybe
Yes
Yes
Yes
Yes
Only w/ Who IsInvited
Yes
Probably
No
No
No
No
Needs NewDigital Skills*
No
No
Maybe
Maybe
Yes
Yes
Works Best w/Community Managers
No
No
Sometimes.
Sometimes.
Yes
Yes* = Working Out Loud,
PKM, etc.
InterruptsWork
Yes
Yes
No
No
No
No
‹#›
We’ve Learned to Let The Network Do The Work....
THE CORE DIFFERENCE BETWEEN EARLIER GENERATIONS OF COLLABORATION
‹#›
Wirearchy
Social Business
Emergent Management Theories, Methods for
Modern Leadership in the Digital Age
blogs
wikis
enterprise social networks
social CMS
unifiedcommunications
online communities
IM/Chat
e-mail groupware
collaboration suites
digital organization support tools
chronological evolution
Social Technology for Mass Collaboration and
Self-Organization
• Inspire •Enable •Empower
crowdsourcing
•Re-imagine
•Transform
•Improve
Core Institutional Business Practices
leadership
management operations governance
hiring budgeting resource allocation
project management
product development
marketing and sales
All of This Is Leading Directly to New Ways to Manage and Work
‹#›
Also Giving Rise to The Collaboration Paradox
32
“The More Tools We Have, The Less Connected We Seem”
‹#›
A Larger Scale, More Nuanced Solution
point-to-point
team, department, project
enterprise-wide
all stakholders,internal and external
Hub B
Hub A
A Multilayered Collaboration Strategy
supportinglayer
AppA
AppD
AppG
AppF App
H
AppE
AppC
AppB
AppI
search
compliance
analytics
records retention
backup security
community management governance
a mass collaboration platform, such as ESN or online community that integrates well
a team-scalecollaborationplatform that
integrateswell
Customers
Partners
‹#›
Thus Digital Transformation Requires Enlisting the Full Organization…
…And Community is The Best Platform for Broad Change at Scale
Source: Dion Hinchcliffe, 7Summits
(cc) 2016 7Summits, LLC | Creative Commons. Some Rights Reserved. | @dhinchcliffe
7Summits LLC
41
Building Blocks for Workforce Engagement
(cc) 2016 7Summits, LLC | Creative Commons. Some Rights Reserved. | @dhinchcliffe
7Summits LLC
Content and Conversation
Digital Engagement Building Blocks: A Traditional View
43
People
Marketing ContentBrand Assets SEO SEM Digital Ads Social Participation Communities Advocacy Programs
Experience Channels
Web sites Microsites Ad Networks Mobile Apps Social MediaE-mail Contact Center VR
Experience Management
Policy Management Analytics
Automation
Value-Added Functions
Personalization Customer Journey Mapping
Design Thinking Creative Design
UX
PushControl &
Value
Organization
No Co-Creation Org Does All The Work
(cc) 2016 7Summits, LLC | Creative Commons. Some Rights Reserved. | @dhinchcliffe
7Summits LLC
Standing It On Its Head: The Marketplace Leads Engagement & Value Creation
44
Content and Conversation
Marketing ContentBrand Assets SEO SEM Digital Ads Social Participation Communities Advocacy Programs
Consumers
Experience Channels
Web sites Microsites Ad Networks Mobile Apps Social MediaE-mail Contact Center VR
Experience Management
Policy Management Analytics
Automation Personalization
Value-Added Functions
Customer Journey Mapping
Design Thinking Creative Design
UXPull
Control &Value
Organization
Architecture of ParticipationPlatforms for Co-Creation
(cc) 2016 7Summits, LLC | Creative Commons. Some Rights Reserved. | @dhinchcliffe
7Summits LLC
Conclusion: Digital Change Works Best with a Platform
45
(cc) 2016 7Summits, LLC | Creative Commons. Some Rights Reserved. | @dhinchcliffe
7Summits LLC
Digital Lessons: What Worked in the Past, Won’t Work in Exponential Era, So…
46
Let the Market Do the Work
Decentralize Innovation, Growth, & Scale
Leverage the Power Laws (i.e. Network Effects)
Accumulate Social Capital for the Long Haul
Fast Forward Past Cultural Blockers
Seek Opportunity, But Don’t Chase Fads
• Earned/Owned Marketing• Advocacy Programs• Support + R&D Communities• Open APIs and Hackathons
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