Social, connected, and collaborative
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Transcript of Social, connected, and collaborative
social, connected, and collaborative
will employees and customers build the future enterprise together?
esteban kolsky thinkJar
@ekolsky [email protected]
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 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 [email protected]