cebit's webciety social collaboration

Social collaboration

Atle Skjekkeland, Vice President, AIIM

Connect@ askjekkeland@aiim.org

twitter.com/Skjekkeland

www.facebook.com/skjekkeland

www.aiim.org

Geoffrey Moore and the AIIM Task Force

Pictures courtesy of John Newtonwww.aiim.org/futurehistory

Era

Years

Typical thing

managed

Best known

company

Content mgmt focus

Mainframe

1960-1975

A batch transactio

n

IBM

Microfilm

Mini

1975-1992

A dept process

Digital Equipment

Image Mgmt

PC

1992-2001

A document

Microsoft

Document Mgmt

Internet

2001-2009

A web page

Google

Content Mgmt

???

2010-2015

???

???

???

Systems of Record

1 -- real time connectivity2 -- smart & geo-aware mobile devices

3 -- ubiquitous & cheap bandwidth

1964Age 46

1984Age 26

1948Age 62

These guys are retiring These are the new workers

These are making the purchasing decisions

Email Generation

Facebook Generation

Source: John Newton, Alfresco

Demographics is destiny.

The World is Flat

Source = IBM Worldwide Survey of 1,500 CEOs, 2010

The CEO Perspective

New Business Priorities

The Empowered EraRole Before the empowered era New opportunities

CEO Optimize customer sales and expenses; manage top-down organizational structures

Encourage direct engagement with customers; promote cross-organizational collaboration

Communications Use email, Web, print and social channels for outbound communication

Use video and social channels to promote interactive communications

Customer service Serve customers at the lowest possible cost

Engage customer directly using social and mobile technologies

HR Use teacher-based classroom or online training

Harness video and social technology for peer-led learning and development

Marketing Treat customers as a target population to be reached and influenced

Harness empowered customers as a marketing channel that influences others

Sales Use traditional channels to speak directly with customers

Use mobile and social technologies to speak directly with customers

Source: Forrester

Era

Years

Typical thing

managed

Best known

company

Content mgmt focus

Mainframe

1960-1975

A batch transactio

n

IBM

Microfilm

Mini

1975-1992

A dept process

Digital Equipment

Image Mgmt

PC

1992-2001

A document

Microsoft

Document Mgmt

Internet

2001-2009

A web page

Google

Content Mgmt

Social and Cloud

2010-2015

An interaction

Facebook

Social Business Systems

Systems of Record

Systems of Engagement

The Future of Work• The Revolution

– Scale collaborative capabilities through systems of engagement

• Spotlight falls on the middle of the enterprise organization– Not about getting more efficiency

from the bottom– Not about getting better strategic

views at the top• Path Forward

– Invest in the productivity of knowledge workers and relationship managers

• Enterprise Facebook

• Enterprise YouTube

• Enterprise Twitter

• Global presence detection

• On-demand conferencing

• Telepresence everywhere

• Mobile access to everything

• Global search

• Social content management

• With more revolutionary applications to come . . . .

Source: TCG Advisors / AIIM

How to implement Social Business?- New free AIIM roadmap

1. Emergence 2. Strategy3. Development4. Monitoring5. Participation6. Engagement7. Governance8. Optimization

Want an advance copy?

askjekkeland@aiim.org

twitter.com/Skjekkeland