what is social business
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What is Social Business?
Atle SkjekkelandVice President, AIIM @skjekkeland
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
Content Mgmt
???
2010-2015
???
???
???
Systems of Record
1 -- real time connectivity2 -- smart & geo-aware mobile devices
3 -- ubiquitous & cheap bandwidth
Revolution in Consumer IT
Source: en.gauge media
“A new class of company is emerging—one that uses collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and suppliers.
We call this new kind of company the networked enterprise.”
The Networked Enterprise
The Cluetrain Manifesto 1999 [updated]:
Markets [and organizations]are conversations.
Social to Engage Customers
Why should you care?
BECAUSE 57% FEEL BETTER SERVED BY COMPANIES THAT CONNECT WITH THEM VIA SOCIAL MEDIA.
Source: 2008 Cone Business in Social Media Study
“Why is it that I know more about what my High School girlfriend had for dinner than what is going on in my organization?”- Tony Zingale
CEO Jive Source: https://community.jivesoftware.com/community/jivetalks/blog/2011/06/29/
the-social-business-index-infographic
Social to Empower Staff
18-30
31-45
>45
“I expect to use the same type of networking tools with my business colleagues as I do with my friends and family.”
47%
37%
31%
Source: AIIM
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
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
Content Mgmt
Social and Cloud
2010-2015
An interaction
Social Business Systems
Systems of Record
Systems of Engagement
Value Chains in Transition
Market Sell Support
Outbound (CMO)
Source Buy Deploy
Inbound (CFO)
Design Build Deliver
Product (CTO)
Plan Hire Provision Report
Strategic (CIO)
Slide concept from John Newton, Alfresco, Derived from Michael Porter’s Value Chains in “Competitive Strategy”
Integration into business processesRole 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
http://www.constellationrg.com/22136/research-summary-introducing-the-43-use-cases-for-social-business-social-enterprise/
Source: http://www.mckinseyquarterly.com/How_companies_are_benefiting_from_Web_20_McKinsey_Global_Survey_Results_2432
Systems of Record
Governance and Control of Social Technologies
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
Content Mgmt
Social and Cloud
2010-2015
An interaction
Social Business Systems
Systems of Record
Systems of Engagement
Considered remedies:• 87% Social Media Policy• 86% Employ training• 85% Capturing
confidential data• 85% Data loss prevention• 84% Data management
technology• 82% Archive sensitive info
Source: Symantec http://bit.ly/niAPxy
• Spear Phishing is an attack targeting a specific user or group of users, and attempts to deceive the user into performing an action that launches an attack, such as opening a document or clicking a link
• The second concern regarding social media use by federal employees is Social Engineering, which relies on exploiting the human element of trust
• Advances in web application technologies allow attackers to use new techniques against social media websites not previously possible in email.
Policies and Procedures
www.aiim.org/roadmap
How to get started?
Plan the Future – Get Educated!
Online, Public and Private Classes Available.Visit www.aiim.org/trainingEmail: training@aiim.org
Connect@
twitter.com/Skjekkeland
www.linkedin.com/in/skjekkeland
Picture courtesy of Oscar Berg, Tieto
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