enterprise-class social networking, we're not in farmville any more

8/6/2019 Enterprise-Class Social Networking, We're Not in Farmville Any More

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Enterprise-Class Social Networking, We're Not inFarmville Any MoreGartner Catalyst ConferenceJuly 28, 2011


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Social Networking Is Now Bigger Than Email


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Multiple Forces Are Driving Enterprise Social Networking

EnterpriseSocialNetworking

Social

Mobile Cloud

Consumeriza:on


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Types of Business-Related Social NetworkingPublic Internal External


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Types of Business-Related Social NetworkingPublic Internal External

Visibility

Purpose

Owner

Users

Public

Brandawareness

andmonitoring,

customersupport

Cantownorcontrol

Communica:ons,

Marke:ng,

CustomerSupport

Private

Internal

Collabora:on

IT

En:reCompany

(Knowledge

Workers)

Private

B2BCollabora:on

customers,partners,

vendors,etc.

Rela:onshipOwners

Rela:onship

Stakeholders


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Enterprise Social Networking Is Here to StayEvery company will have its own internal social network

and multiple external networks. Every company sizeEvery industryEvery country Every employee


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Internal Enterprise Social Network


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Internal Social Networks Value in PracticeFinding Ideas and ExpertiseAAA uses Enterprise Social Networking (ESN) to surface ideas and find pockets of knowledgewithin the organization. Usage took off after the CIO mentioned Yammer in a town hall meeting.Global CooperationAfter attempting to develop a solution internally, Intuit chose ESN to break down

organizational barriers, connect offices globally, and encourage more collaboration. Learning and DevelopmentPitney Bowes calls ESN a learning goldmine and uses it to facilitate informal learning. Thecompany also discovered it was a great place to recruit evangelists for its external social

media initiatives.Unifying Remote and Geographically Dispersed Employees7-Eleven has a large network of field workers who spend most of their time working out of

home offices or at local franchise stores. ESN helps connect the distributed workforce,enables bi-directional communication between executives and employees and keeps companymorale high. Flattened HierarchySouthern Co. chose ESN as its primary communication channel for its push toward flattenedhierarchy and better management. The results: a more transparent culture, greater innovation,

and better knowledge sharing.

Increases productivity, reduces ramp, and improves employee engagement.


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CONTENTMANAGEMENT CRM HR FINANCE LEARNING

SYSTEM OFENGAGEMENT

SYSTEMS OFRECORD

How do internal social networks fit into existing

technology stack?

Social Layer

Our view: A new social layer across line-of-business apps.


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Alternative ApproachEvery line-of-business app becomes a social network,

creating fragmentation and chaos.


SYSTEM OFENGAGEMENT

SYSTEMS OFRECORD


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The Enterprise Social Network Needs to

Integrate with Line-of-Business Apps


SYSTEM OFENGAGEMENT

SYSTEMS OFRECORD

Social Layer


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Activity Streams: Feeds In


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Embeddable Widgets: Feeds Out


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Feed Portability In Action


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Open Graph Protocol - Enterprise ExtensionsFollow, like and share anything

Open Graph Protocol Enterprise Extensions allow you to integratebusiness objects directly into the social graph.

Follow records to get notified of updates. Share internal and external links with your colleagues. Comment and Like activity stories to start a conversation.


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External Networks B2B CollaborationCollaborate with partners outside your network.


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External Social Networks Value in PracticeCustomer CollaborationRazorfish leverages external ESN to foster more collaborative relationships between accountteams and clients, to improve project results and drive greater customer satisfaction.Alumni CommunitiesMolson-Coors established external community for its retirees in an effort to maintain a strongconnection with its alumni network, providing them with the latest news and information about

the company, including: external messaging, new products, alumni events, and to solicitfeedback about how to make the company better. As a result, Molson Coors has been able toleverage members of the network as external brand ambassadors.Crisis CommunicationThe U.S. Department of the Interior and U.S. Department of Fish & Wildlife Services deployedan external ESN to communicate with the various entities involved in the Deepwater Horizon

oil spill clean-up efforts.Uniting Membership OrganizationsThe Intranet Benchmarking Forum (IBF) deployed a community to connect its members,enabling subscribers to post questions on topics as diverse as intranet publishing models,

legal matters and risk management and receive quick feedback from fellow members.

Improves communication and collaboration with key external customers, partnersand audiences.


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Only a Cloud Delivery Model Can Enable Both Internaland External and Seamlessly Toggle Between Them


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Social Is Different

Participation is voluntary Facebook effect Anytime, anywhere Bottom up and top down


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Questions

enterprise-class social networking, we're not in farmville any more

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