enterprise social computing beyond the four walls of the corporation
DESCRIPTION
Enterprise Social Computing Beyond The Four Walls Of The CorporationTRANSCRIPT
Agenda
Social Computing Drivers and Challenges
Business to Community Relationship Management
Solutions
Architecture of B2CRM solutions
Social Computing Drivers and Challenges
Web 2.0
Many colorful definitions
Technology Foundation
Is that it?
As always:
Technology is “only” the enabler
many of these
Technologies have been
known before the term
Web 2.0
The Social Web
Enterprise and Social ?
Enterprise 2.0
Enterprise 2.0 is the use of emergent social software
platforms within companies, or between companies and
their partners or customers.
Andrew McAfee, http://blog.hbs.edu/faculty/amcafee
Challenges
Social computing does not
allow upfront planning & rigid
process
very dynamic and innovative
environment
The Need for Different Models
Mobilizing Resources
Programs vs. Platforms
John Hagel & John Seely Brown
“From Push to Pull--
Emerging Models for Mobilizing Resources”
October 2005
Business to Community
Relationship Management
B2CRM Solutions
Existing approaches and Patterns
Modern, fresh web presence
Viral marketing
Presence in Social Networking Services
Community created content
Encouraging employees to share
Engaging closer with a select group
Business to Community
Relationship Management
B2CRM
Listen
Talk
SupportAdvocate
Engage
Some success stories
Viral Content
Jeep’s presence on Facebook
Dell's Ideastorm
Business to Community
Relationship Management
Marketing & Sales
Customer Support
Training
New Product/Service
Development
Hiring
Today’s tools
Community Content management
blogging, micro-blogging, tagging, rating,
content sharing
Social graph, contacts/friends, groups
Identity Management
Blog (News) Analytics
Content Creation support
Calendaring
Long Term Needs
Productivity, ease of use
Aggregation
Track Back
Analytics
LOB integration
Architecture of
B2CRM solutions
CommunitiesEmployees
B2CRM “Enterprise Social Software”
Enterprise Services
B2CRM
Services
LOB
Systems
3rd Party Social
Networking Services
3rd Party Social Media
ServicesCommunity
Portal
Business-2-Community Relationship Management
Solutions Framework
Why another Hub?
Awareness
Productivity
Metadata Analytics
Integration
CommunitiesEmployees
Content
Authoring
& Management
AdministrationAnalytics
Office Clients
SharePoint
Server
B2CRM
Services
LOB
Systems
AuthN
AuthZ
Community
Content
Management
Community
IntelligenceAdministration
Community
Networking
Content
MgmtBusiness Intelligence
LOB
IntegrationPortal
Metadata
Mgmt
3rd Party Social
Networking Services
3rd Party Social Media
Services
B-2-Community
Portal
SharePoint
PortalSharePoint Portals
Business-2-Community Relationship Management
Solutions Framework
CommunitiesEmployees
Content
Authoring
& Management
AdministrationAnalytics
Office Clients
SharePoint
Server
B2CRM
Services
LOB
Systems
AuthN
AuthZ
Community
Content
Management
Community
IntelligenceAdministration
Community
Networking
Content
MgmtBusiness Intelligence
LOB
IntegrationPortal
Metadata
Mgmt
3rd Party Social
Networking Services
3rd Party Social Media
Services
B-2-Community
Portal
SharePoint
PortalSharePoint Portals
Management
LOB Integration
Enterprise Project Management
Enterprise Community Project Service
ERP
Project
management
Account Profile
Project Browsing
Project Proposals
Project Deliverables
IdentityMessagingWorkflow
Service Bus Application Pattern
Service Registry
Naming
Service Orchestration
Federated Identity and
Access Control
Messaging Fabric
Clients Cloud ServicesOn-Premises
Desktop, RIA, Web
ESB Storage Compute
…Billing
Desktop, RIA, Web
Desktop, RIA, & Web Corp Service
Your Service
CommunitiesEmployees
Content
Authoring
& Management
AdministrationAnalytics
Office Clients
SharePoint
Server
B2CRM
Services
LOB
Systems
AuthN
AuthZ
Community
Content
Management
Community
IntelligenceAdministration
Community
Networking
Content
MgmtBusiness Intelligence
LOB
IntegrationPortal
Metadata
Mgmt
3rd Party Social
Networking Services
3rd Party Social Media
Services
B-2-Community
Portal
SharePoint
PortalSharePoint Portals
Business-2-Community Relationship
Management
Presentation Publication
http://www.slideshare.net/developers/apps/pptribbon
CommunitiesEmployees
Content
Authoring
& Management
AdministrationAnalytics
Office Clients
SharePoint
Server
B2CRM
Services
LOB
Systems
AuthN
AuthZ
Community
Content
Management
Community
IntelligenceAdministration
Community
Networking
Content
MgmtBusiness Intelligence
LOB
IntegrationPortal
Metadata
Mgmt
3rd Party Social
Networking Services
3rd Party Social Media
Services
B-2-Community
Portal
SharePoint
PortalSharePoint Portals
Business-2-Community Relationship
Management
Community Engagement as a Business
You could be trying to increase awareness, generate
word of mouth, surface leads, save on support costs,
and tap into innovation.
But regardless, no corporate activity should go
forward without a measurable goal, and this is no
different.
by Josh Bernoff, March 10, 2008
Business Intelligence 101
Compare to goals
Aggregate (count, sum, average, ..)
Collect raw data
B2CRM Intelligence
Community engagement scorecard
Ch
an
nelsN
ew
sBeyond aggregation
Blog
Web site
Newsletter
Podcast
Vblog
Screen cast
Blogs
Forums
Web Sites
Newsletters
Screen casts
Conferences
Aggregation and Interaction
Aggregation and Interaction
Summary
Business to Community
Relationship Management
Summary
Social
For the customers
And for the employees
Existing tools and Services build a solid basis
Productivity & Participation
Aggregation, Metadata & Analytics
Integration into existing Systems
References
Web 2.0 in the Enterprise
http://msdn.microsoft.com/en-us/library/bb735306.aspx
OReily‟s definition of
http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
Clay Shirky‟s „GIN, TELEVISION, AND COGNITIVE SURPLUS‟
http://www.edge.org/3rd_culture/shirky08/shirky08_index.html
Andrew McAfee Associate Professor, Harvard Business School
http://blog.hbs.edu/faculty/amcafee/index.php/faculty_amcafee_v3/enterprise_20_version_20/
From Push To Pull, John Hagel & John Seely Brown
http://www.edgeperspectives.com/pushmepullyou_download.pdf
35+ Examples of Corporate Social Media in Action
http://mashable.com/2008/07/23/corporate-social-media
RD2 Inc.„s Social Media Maturity Model
http://rd2inc.com/solutions/
The Groundswell book
http://www.forrester.com/Groundswell
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