social, connected, and collaborative

will employees and customers build the future enterprise together?

esteban kolsky thinkJar

@ekolsky esteban@estebanjkolsky.com

can you define a social enterprise?

(not the traditional, non-profit, for the social good definition)

most people pass, but we all agree on a few points: an organization that leverages social channels to interact with customers, partners, employees, suppliers and other stakeholders for the purpose of bringing them closer and help them work better

Online Offline

@RabidDog1973?

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noise noise noise

noise data

social is not the whole picture…

what about a connected enterprise?

I like to add elements of cross-channel experiences and make sure there is a

business purpose to the engagement before committing

this is trickier; most people define it around engagement and trust

consumers’ ranking businesses’ ranking reasons for interacting with companies via social sites

reasons they think consumers follow them via social sites

perception gap

discount (61%)

purchase (55%)

reviews & product rankings (53%)

general information (53%)

exclusive information (52%)

learn about new products (51%) submit opinion on current products/services

(49%)

customer service (37%)

event participation (34%)

feel connected (33%) submit ideas for new products/services

(30%) be part of a community (22%)

learn about new products (73%)

general information (71%)

submit opinion on current products/services (69%) exclusive information (68%)

reviews & product rankings (67%)

feel connected (64%)

customer service (63%) submit ideas for new products/services (63%) be part of a community (61%)

event participation (61%)

purchase (60%)

discount (60%)

dissociated engagement

0

10

20

30

40

50

60

Business Media NGOs Government

53 48 51 51 47

36 30

25

2011 2012

eroding trust among consumers

cross-channel versus multi-channel? better integration, optimization

S

M

W

E

P

C

S – SMS, W – Web, E – Email, C – Chat, P – Phone, M- Social Media, D – Data, K- Knowledge

1980 1995 2010

S W E C P M

R K D

R K D

R K D

R K D

R K D

R K D

W

M

S

E

P

C

D

K

R

silo single channel

semi-integrated multi-channel

integrated cross-channel

D

K R

UC

finally, the collaborative enterprise

a collaborative enterprise is where E2.0 (internal) and SCRM (external) merged to form platform where partners, customers,

employees, suppliers and other stakeholders meet to collaborate and

purposefully co-create value

of course, collaboration is the goal

collaborative is not the final answer either

biggest mistake collaboration as a journey or

a stop on the path to better work it is the destination, not the journey

second mistake collaboration is very hard to do; it is not

just try and see what happens proper planning is the difference here

what do we have left then?

three core concepts

channels (social) engagement (connected)

collaboration (collaborative)

the essence of social business

business model

culture and

social issues

technological

change

legal

environment

customer

demand

competitive

forces

channels,

partners and

suppliers

process

+ strategy

technology governance

+ people

Social Business

Model financial

demands

metrics and

measurement

we say this is a business problem

we create complex business plans

what if this was a physics problem?

simple equations make business decisions

collaboration

engagement channel

collaboration = engagement x channel

engagement = collaboration

channel

channel = collaboration

engagement

com

mu

nity

chan

nel

rules

biz

fun

ction

com

mu

nit

y

chan

nel

rule

s

biz

fu

nct

ion

internal operations client-facing operations

soci

al C

RM

(ex

tern

al)

en

terprise 2

.0 (in

terna

l)

social business strategy

decision making process

channels (social or not)

communities

R&D PLM KM CRM ERP …

collaboration engine

rules engine reputation engine

integration engine

social business platform

the final architecture is this

customer has an idea…

…but cannot implement the idea

customer creates knowledge…

…company creates same knowledge

customer knows fix for problem…

…company has problem to be fixed

outside of the business inside of the business

firewall inhibits engagement and collaboration

benefits of doing this right

• identifying the right people (engagement)

• bringing them into the right place (channel)

• getting the right value (collaboration)

• integrating the data (channel)

• acting on it (collaboration)

• making it work long term (engagement, collaboration)

• fostering engagement (engagement, collaboration, channel)

decisions you have to make, using model

• segmenting

– cannot do cross-channel without proper segmentation

– segment based on use cases, JTBD – not revenue

• metrics

– need to change your metrics to adapt to what is necessary

– effectiveness over efficiency

• technology is not solution, it aids the solution

– people, process, technology, governance, metrics all play a role

final considerations to focus on

ask questions and discuss…

social, connected, and collaborative

will employees and customers build the future enterprise together?

esteban kolsky thinkJar

@ekolsky esteban@estebanjkolsky.com