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Social Business: A 2013 HorizonWatching Trend Report

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The slides provide an overview on the Social Business trend for HorizonWatching Community members. Summary information about the Social Business trend is provided along with many links to additional ...

The slides provide an overview on the Social Business trend for HorizonWatching Community members. Summary information about the Social Business trend is provided along with many links to additional resources. The slides are meant to be read/studied and the links are there for you to continue your learning. You may want to view the slides in slideshow mode so you can easily follow the links.

Other HorizonWatching Trend Reports are available here on Slideshare. Follow my blog at www.billchamberlin.com for more information on emerging trends and technologies.

Note: This presentation represents my thoughts and ideas….not those of my employer. - Bill Chamberlin,

My LinkedIn Profile: : www.linkedin.com/in/whchamb

My Website: http://www.billchamberlin.com

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Social Business: A 2013 HorizonWatching Trend Report Presentation Transcript

  • 1. Contact: Bill Chamberlin, HorizonWatching Community LeaderJanuary 17, 2013Social BusinessA 2013 HorizonWatching Trend Report
  • 2. HorizonWatching CommunityAbout This Trend Report  Purpose: The slides provide an overview on the Analytics trend for HorizonWatching Community members  Content: Summary information about the Analytics trend is provided along with many links to additional resources. The slides are meant to be read/studied and the links are there for you to continue your learning. You may want to view the slides in slideshow mode so you can easily follow the links  Other HorizonWatching Trend Reports: Are announced/discussed on the HorizonWatching blog and slide decks are posted on the Horizonwatching channel on Slideshare  HorizonWatching Community: For more on the HorizonWatching community please see the appendix Note: This presentation represents my thoughts and ideas….not those of my employer. - Bill Chamberlin, whchamb@gmail.com2 January 17, 2013 Social Business: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • 3. HorizonWatching CommunitySocial Business - Social collaboration is changing the way businessis being conductedDefined What Is Social Business? YouTube Video“A Social Business is one that applies social Playlist on IBM’s Social Business Channelnetworking tools and culture to businessroles, processes and outcomes, achievingpowerful returns on time invested.” – IBM (link) “Social business technology can transform the way employees work by eliminating barriers to collaboration, improving customer engagement, and accelerating the flow of Social Changes Everything – A information and ideas.” – Forrester (link) Forrester Presentation “A social business is a truly connected business. It connects its employees with each other and them with the marketplace. Corporate functions are now part of the networks rather than owning and controlling the relationships” – Dachis Group (link)3 January 17, 2013 Social Business: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • 4. HorizonWatching CommunitySocial Business – Trend Overview Enterprise processes are being transformed by social technologies. Over the next 10-15 years, social computing capability will become part of every business function within the company. Drivers • New social technologies, platforms, and capabilities • Consumerization drives user expectation / demand to collaborate • Social technologies allow companies another way to listen to their customers • Social communities can increase loyalty and convert customers into brand advocates Inhibitors/Challenges • Need social efforts to be fully integrated with the overall business plan • Risk Management / Security: All employees should be trained in social media polices • Analyzing and interpreting social conversations is a new science Implications • 80% of success of social business efforts will come from proper implementation strategy, planning, roles, and processes — only 20% will come from the technology platform • Centralized implementation required for company wide social tools, standards, policies and practices • These new capabilities will require new Career Paths and Education tailored to the new social technologies • Once implemented, Social Business strategies can improve the effectiveness of employees and unlock talent and skills that otherwise might have gone unnoticed4 January 17, 2013 Social Business: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • 5. HorizonWatching CommunityTop Trends in Social Business for 2013 1. It’s more than Social CRM: Social Business capability is increasingly embedded into all traditional applications. 2. CEO (and Senior Execs): Finally realize it’s not a fad, but a new way of doing business. They step up to owning the transformation challenge. 3. CIOs take more of an interest: Driven by CEO/LOB interest as well as IT concerns (security, integration, control, user experience, etc.). 4. Processes start to change: It’s not about the technology, its about how we work. 5. Analytics: New dashboard analytics and visualzations provide progress reports to execs on how the transformation is going 6. Social Media Marketing: Enterprise Marketeers need to pull in the reins, clean house, and re- focus on relationship engagement. 7. Renewed Focus on Owned Properties: Data ownership, security and control are a concern. 8. Community Marketing: .com Communities spring up around every topic, every function, every business process. Many are mismanaged and will fail within 90 days after launch. 9. Education & Training: Companies deploy tailored education to employees, segmenting them based on their needs and experience levels. 10. Reward Programs: Gamification applied to social business results in socially active customers, employees and partners being more motivated, rewarded, and recognized.5 January 17, 2013 Social Business: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • 6. HorizonWatching CommunityThe transformation to a social business requires new processes,roles and responsibilities… a new and different architecture. Attributes of a Socially Optimized The Architecture of a Social Business by Business by Susan Scrupski, Dachis Group Dion Hinchcliffe, Dachis Group “Organizations that successfully transform into a Social Business can potentially reap great benefits – among them the ability to deepen customer relationships, drive operational efficiencies and optimize the workforce.” – iBM (link)6 January 17, 2013 Social Business: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • 7. HorizonWatching CommunitySocial Business - Social collaboration is changing the way businessis being conducted2013 Adoption Trends IBM Video: Social Business Adoption“In our research on social business success stories and ourwork with clients, we see time and again how the mostintrinsically valuable social business projects carefullycultivated their employees and turned them into effectiveand empowered participants in scale.” – Dachis Group (link)“IDC expects CIOs, in particular, to be the ones who pushback when their business units ask for social applications….they will insist on a proven ROI even more in 2013 than theydid in 2012 – and this ROI is still difficult to show. But thisreluctance by CIOs may end up creating more problems thanit prevents”. – IDC (link) http://www.youtube.com/watch?v=hs5Ob3izcKM“Most companies approach enterprise social networks as atechnology deployment and fail to understand that the new “Early adopters of social technologiesrelationships created by enterprise social networks are the are already moving toward socialsource for value creation” – Altimeter Group (link) business ecosystems, combining mobile technologies with social apps in ways which save customers time and “2013 will continue the shift in businesses across the world make the customer experience more toward a more open, innovative, and collaborative enjoyable.” – Forrester (link) environment.” – Forrester (link)7 January 17, 2013 Social Business: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • 8. HorizonWatching CommunitySocial Business – Selected Analyst Websites and Resources • Forrester: Social Business and Social Business Blog Posts • Gartner: Business Gets Social and Blogs • IDC: Social Business IT Executive Suite and Enterprise Collaboration and Social Solutions and Social Business Research and search for Social Business and Blogs Video: IDC Four Pillar Research: Social Business “In the social software market, enterprise software vendors will continue to step up their app transformations with social “IT leaders responsible for technology acquisitions, accelerating the collaboration and social initiatives buying spree that began in 2011. must increase the effectiveness of Meanwhile, businesses will struggle with their investments, regain the trust of enterprise social network sprawl in the business stakeholders and engage transition from experimentation to individuals both inside and outside integration.” – IDC (link) the organization.” – Gartner (link)8 January 17, 2013 Social Business: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • 9. HorizonWatching CommunitySocial Business – Selected Media Websites and Resources• Businessweek: Social Media and Social Commerce and InformationWeek: The Brainyard –Social Media Marketing and Collaborative Management Intelligence for the Social Enterprise• CIO.com: How to Use Social Media to Create Business Valueand 5 Tips for Social Business Adoption: How SAS Succeededand Collaboration and How CIOs Can Devise a Social BusinessStrategy• ComputerWorld: Social Business• Edelman Digital: Beyond a Buzzword: Social BusinessDelivers Value and other posts at Social Business Viewpoints• eWeek: Social Business• Forbes: How To Jump To A Social-Business Model and SocialMedia and search for Social Business• Harvard Business Review: Putting Social Media to Work 31 Trend and Prediction Lists for Socialand Social Enterprise and Blog Post – Social Media’s Business in 2013 - HorizonWatchingProductivity Payoff• InformationWeek: The Brainyard – Intelligence for the SocialEnterprise and Social Business• InfoWorld: Collaboration• MIT Sloan Management Review: Social Business: What AreCompanies Really Doing? and Social Business• ZDNet: The leading indicators of social business maturity in20129 January 17, 2013 Social Business: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • 10. HorizonWatching CommunitySocial Business – Selected Social Media Websites and Searches• Google Blog Search: Social Business, Enterprise Pinterest Search: Social BusinessCollaboration• Technorati: Blog posts tagged SocialBusiness, Enterprise Collaboration• Facebook Search: Social Business• Google+ Communities Search: Social Business• LinkedIn Group Search: Social Business, EnterpriseCollaboration• Pinterest Search: Social Business, EnterpriseCollaboration• Slideshare: Social Business, Enterprise Collaboration• Twitter hashtag searches: #socialbusiness, #socialbiz• Tumblr Search: Social Business• YouTube: Social Business Playlist / Social BusinessChannels and Enterprise Collaboration Playlist /Enterprise Collaboration Channels• Wikipedia: Enterprise Social Software, SocialComputing, Social Media10 January 17, 2013 Social Business: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • 11. HorizonWatching CommunitySocial Business – Selected Reports and Other Resources• Fast track to the future - The 2012 IBM Tech Trends Report, Research Report by The IBM Center forApplied Insights, published December 2012, 12 pages• ―Liking‖ Isn’t Leading, a point of view brief by IBM, December 2012, one page• The Business of Social Business: What works and how it’s done, An IBM Global Business ServicesExecutive Report, Published November 2012, 20 pages• Beyond a Buzzword: Social Business Delivers Value, a presentation deck by Michael Brito of EdelmanDigital, Published October 2012, 23 slides• Social Business, a presentation deck by Alistair Rennie, General Manager – IBM SocialBusiness, published September 2012, 22 slides• A CTO’s Guide to Social Business, by W3C Social Business Community Group, Published September2012, 20 pages• 2012 FedEx Ketchum Social Business Study, A website featuring digital content from a 2012 study by byFedEx and Ketchum, published July 2012• The Path from a Social Brand to a Social Business, a blog post by Brian Solis, posted on May 2, 2012• The Evolution of Business, a blog post by Christoph Schmaltz of Dachis Group, posted March 27, 2012• The Architecture of a Social Business , A blog post by Dion Hinchcliffe of Dachis Group, posted March2012• Attributes of a Socially Optimized Business by Susan Scrupski, an infographic posted on Slideshare.net inOctober 2011• From Traditional Business to Social Business, A blog post by Christoph Schmaltz of Dachis Group, postedJuly 28, 201111 January 17, 2013 Social Business: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • 12. HorizonWatching CommunitySocial Business – Selected IBM Resources and Links Websites IBM White Paper: The Social • Smarter Planet: Social Business Business: advent of a new age • Software: Social Collaboration • Lotus Social Software • Social Business Jam • Social Business Case Studies • IBM SmartCloud Social Business • DeveloperWorks: Social Business Development • Global Business Services: Collective Intelligence • PartnerWorld: Social Business • Institute for Business Value: From Social Media to Social CRM • IBM Social Computing Guidelines Social Media • Twitter Page: @IBMSocialBiz • Twitter Hashtag: #socbiz • Facebook Page: Social Business • Blog: Social Business Insights • Community: IBM Collaboration Solutions • Tumblr: IBM Social Business ALSO, See more IBM Social • YouTube: IBM Social Business Channel Business resources at Social • Pinterest: Social Business Business: IBM Websites, Social • Google+ page: Social Business Europe Media, White Papers and Reports • LinkedIn Group: IBM Social Business Community 12 January 17, 2013 Social Business: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License
  • 13. HorizonWatching CommunityAppendix: About The HorizonWatching Community  Launched 2006: About HorizonWatching  Blog: Horizonwatching – Thought Leadership Blog  Tumblr Quote Blog = HorizonWatching  Twitter = HorizonWatching  Slideshare = HorizonWatching (an external version of this deck will be posted here)  Facebook = HorizonWatching  LinkedIn Community = HorizonWatching13 January 17, 2013 Social Business: A 2013 HorizonWatching Trend Report © 2013 HorizonWatching Creative Commons Attribution License