The Rise of Purposeful Collaboration      From Simply Sharing to Getting Work Done                                       A...
Agenda                                             A culture of sharing                                                   ...
Let’s Start With A Definition of “Social”         Collaboration tools enable people to         discover and interact with,...
Recording and sharing information is not new                                                                              ...
Forming networks in not new                                                                                        5© 2010...
So What’s Changed?                                                                  The New World of                      ...
Sharing Everything                                                                                        7© 2010 - 2013 C...
No more “Knowledge is power”                                                                                        8© 201...
Everyone has a voice                                                                                          9© 2010 - 20...
Technological Advancements                                                                                    • New platfo...
New Tools and New Actions                                                                                        11© 2010 ...
Cloud Computing vs. On-Premises                                                                                        12©...
Smart Phones, tablets, touch                                                                                        13© 20...
The working environment has changed          •     New models of work          •     Everything is transparent          • ...
Global, muti-        generational         workforce                                                                       ...
Transparency                                                                                        16© 2010 - 2013 Conste...
Walls between home         and work are crumbling                                                 And breaking down the bo...
Choices: Bring Your Own ______                                                                                        18© ...
What can they tools do at work?                         So what does this mean for business?                              ...
Getting Started With Social Software                                                                                      ...
Discovery                                                                                            and                  ...
Company wide use-cases          • Status updates          • Sharing links          • Asking questions          • Communiti...
Adding A Social Layer                                                                  Company wide usecases              ...
Stream Level Integration                                                                  Embedded experiences            ...
So where is everybody?© 2010 - 2013 Constellation Research, Inc. All rights reserved.   Client Confidential
People don’t like change© 2010 - 2013 Constellation Research, Inc. All rights reserved.   Client Confidential
Do I work inside my                                                                                        business tool, ...
Purposeful Collaboration        Sharing, Transparency, Discove                                              Getting Work D...
Integrate with existing business tools…                                                                                   ...
… and complement existing corporate data                                                                                  ...
Sales (CRM)                                                                               Example workflow:    Use Cases: ...
Human Resources    Use Cases:                                                                  Example workflow:    • Recr...
Customer Engagement                                                                               Example workflow:    Use...
Marketing                                                                               Example workflow:    Use Cases:   ...
Development/Engineering                                                                                Example workflow:  ...
Potential Benefits of Purposeful Collaboration         • Grow the sales pipeline, close more deals and in           less t...
Let’s Review         • Culture, Technology and Business Practices are evolving           to adapt to today’s more social w...
So What Should You Do Next?         • Get coffee ;-)         • Don’t decide you need to starting adding social software ju...
Thank You                                                                  Alan Lepofsky                                  ...
TM              San Francisco | Andalucia | Belfast | Boston | Chicago | Colorado Springs | Cupertino | Denver | Irvine | ...
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Purposeful collaboration

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Collaboration tools enable people to discover and interact with, the
content, colleagues and communities,
that can help them get their jobs done.

Culture, Technology and Business Practices are evolving to adapt to today’s more social working environment

The first era of enterprise social was about collaborating more effectively by working more transparently and increasing participating via “social software”

With Purposeful Collaboration, “social” is built directly into the tools and business processes people use to get their jobs done

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  • Used under creative commons: http://www.flickr.com/photos/upyernoz/2149312640/Recording and sharing information is not new.People have been doing it since the start of time. Passing down stories, recording histories.The original methods were difficult, time consuming, and did not reach many people.What has changed are the tools to create and edit, and the audience reach of the information.Slow. Difficult. No room for error. No edits.From wikipedia: http://en.wikipedia.org/wiki/Woodblock_printingThe use of round "cylinder seals" for rolling an impress onto clay tablets goes back to early Mesopotamian civilization before 3,000 BCEWoodblock printing 200 CEMovable type 1040Printing press 1439
  • Used under creative commons: http://www.flickr.com/photos/pgoyette/2819175465/
  • Used under creative commons: http://www.flickr.com/photos/pbo31/161536153/“2.0” provides a voice, and people want to be heardGetting feedbackGetting ideasBuilding reputationEstablishing credibility
  • BlogsWikisMicrobloggingActivityStreamsNotificationFollowLikeFriendCommentEditProfileDirectoryGroupCommunitySocialEnterprise2.0MobileCloudSaaSIntranetExtranet
  • Image used under creative commons: http://www.flickr.com/photos/m3cfa/2086643291/
  • Image used under creative commons: http://www.flickr.com/photos/blakespot/6860486028
  • Image used under creative commons: http://www.flickr.com/photos/cayusa/2051756510/The PC, software, and the web enable people to share
  • Used under creative commons: http://www.flickr.com/photos/e3000/1561440998/ListeningParticipatingLeveraging others“I found it there” vs. “Not created here”
  • Used via creative commons: http://www.flickr.com/photos/gorillaradio/494169708/Internally, externally.The line is blurring, firewalls are coming down
  • Image used under creative commons: http://www.flickr.com/photos/dearbarbz365/2457570470/
  • Image used under creative commons: http://www.flickr.com/photos/jbalazs/724615669/
  • Imageused via Creative Commons: http://www.flickr.com/photos/smithser/3870653508/
  • The image is being used via Creative Commons: http://www.flickr.com/photos/usfsregion5/3598029211/
  • Companywide = Q&A, sharing links and files, status updatesSocial layer = departmental tools such as SDFC, Bugzilla, WordpressDepartmental: sales, marketing – the intersection of when a departmental tool
  • The image is being used via Creative Commons: http://www.flickr.com/photos/smithser/3870653508/
  • Image used via Creative Commons http://www.flickr.com/photos/bensonkua/2405779789The hope is that providing employees with tools similar to those they use in their personal lives will result in them using them at work.But often that is not what happens.
  • Image used via Creative Commons: http://www.flickr.com/photos/kitsa_sakurako/1407448986People don’t like changePeople don’t like to be told there is a new way to do things.They don’t like to have the tools and processes they are comfortable with changed.If they are to change, you have to prove to them the value of the new way.
  • Image used via Creative Commons: http://www.flickr.com/photos/lori_greig/5331407245/Choices can cause confusionWhich tool do I use? Blog? Wiki? Community? Status Update?If tools are not part of people jobs, then it can feel like a burden, and people just won’t do it.
  • Image used via Creative Commons: http://www.flickr.com/photos/tgerus/3198352093/
  • Image used via Creative Commons: http://www.flickr.com/photos/lezarderose/2467952736
  • Image used via Creative Commons: Photo Credit: http://www.flickr.com/photos/ciordia/399354425/
  • Transcript of "Purposeful collaboration"

    1. 1. The Rise of Purposeful Collaboration From Simply Sharing to Getting Work Done April 2, 2013 Alan Lepofsky (@alanlepo) Vice President and Principal Analyst© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    2. 2. Agenda A culture of sharing Getting started with social Purposeful Collaboration 2© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    3. 3. Let’s Start With A Definition of “Social” Collaboration tools enable people to discover and interact with, the content, colleagues and communities, that can help them get their jobs done. 3© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    4. 4. Recording and sharing information is not new 4© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    5. 5. Forming networks in not new 5© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    6. 6. So What’s Changed? The New World of Work 6© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    7. 7. Sharing Everything 7© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    8. 8. No more “Knowledge is power” 8© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    9. 9. Everyone has a voice 9© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    10. 10. Technological Advancements • New platforms • Cloud • Mobile 10© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    11. 11. New Tools and New Actions 11© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    12. 12. Cloud Computing vs. On-Premises 12© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    13. 13. Smart Phones, tablets, touch 13© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    14. 14. The working environment has changed • New models of work • Everything is transparent • Life:Work boundaries • Choices 14© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    15. 15. Global, muti- generational workforce 15© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    16. 16. Transparency 16© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    17. 17. Walls between home and work are crumbling And breaking down the boundary between internal and external. I think there will always be some difference, but not what it once was 17© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    18. 18. Choices: Bring Your Own ______ 18© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    19. 19. What can they tools do at work? So what does this mean for business? 19Photo Credit: Constellation Research, Inc. All rights reserved.© 2010 - 2013 http://www.flickr.com/photos/jbalazs/724615669/ Client Confidential
    20. 20. Getting Started With Social Software 20© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    21. 21. Discovery and interaction 21© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    22. 22. Company wide use-cases • Status updates • Sharing links • Asking questions • Communities • Knowledge Sharing • Social Learning 22© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    23. 23. Adding A Social Layer Company wide usecases Social layer Social layer Communities Departments Projects 23© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    24. 24. Stream Level Integration Embedded experiences CRM HR ERP 24© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    25. 25. So where is everybody?© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    26. 26. People don’t like change© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    27. 27. Do I work inside my business tool, or “Yet another tool”?© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    28. 28. Purposeful Collaboration Sharing, Transparency, Discove Getting Work Done ry Core Business Processes© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    29. 29. Integrate with existing business tools… 29© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    30. 30. … and complement existing corporate data 30© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    31. 31. Sales (CRM) Example workflow: Use Cases: • Sales rep enters a new lead into CRM system • Pipeline generation • Event is broadcast into the • Enablement/Training company’s activity stream • Request for proposal • An employee responds with the name of a friend that works at • Collaboration with account the prospect • Competitive intelligence • The rep is notified on their mobile device about the response • Best practices • Rep connects with that person and closes the deal 31© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    32. 32. Human Resources Use Cases: Example workflow: • Recruiting • A new hire has a question but does not know who to ask. They • Onboarding post in the company newsfeed • Performance • An employee that knows the answer responds, linking to a • Learning & Development community where the answer is posted • Coaching & Mentoring • The new hire finds the • Recognition & Rewards answer, joins the community and connects with similar employees 32© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    33. 33. Customer Engagement Example workflow: Use Cases: • A customer posts a complaint on • Social media support a social network • Social media monitoring catches • Building a community of the post and routes it to a champions for peer to customer support rep peer support • The rep sees the customer’s • Rewarding brand evangelists information and is presented with with discounts and offers a recommended response • They resolve the issue and offer a • Crowdsource ideas future discount 33© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    34. 34. Marketing Example workflow: Use Cases: • The Director of Marketing creates • Collateral Building/Publishing a new campaign in the marketing automation system • Event Planning • The sales reps for the targeted • Competitive Intelligence regions are notified • Campaign Execution • They provide feedback about how • Lead Nurturing to tweak the campaign to provide better results • Press/Analyst Relations • The leads start coming in 34© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    35. 35. Development/Engineering Example workflow: Use Cases: • Product Managers and Development Managers prioritize • Feature Requests the features & fixes for the next • Release Management release • Problem tracking • If the developers have questions they can discuss the • Product documentation requirements with the PMs inline • Partner enablement • Sales, Marketing and Support can keep track of the release • Product is launched 35© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    36. 36. Potential Benefits of Purposeful Collaboration • Grow the sales pipeline, close more deals and in less time • Reduce development times, ship products more rapidly and with better quality • Improve customer support / satisfaction • Provide better training for employees and a more connected workforce 36© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    37. 37. Let’s Review • Culture, Technology and Business Practices are evolving to adapt to today’s more social working environment • The first era of enterprise social was about collaborating more effectively by working more transparently and increasing participating via “social software” • With Purposeful Collaboration, “social” is built directly into the tools and business processes people use to get their jobs done 37© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    38. 38. So What Should You Do Next? • Get coffee ;-) • Don’t decide you need to starting adding social software just because you’ve heard that you should. • Investigate which of your organization’s business processes are in need of improvement. Find bottleneck and failures. • Document your current challenges and define the results you’d like to achieve. Set goals and milestones. • Begin the process of choosing the vendor/platform that meets your deployment and integration needs. • Think big, enterprise collaboration works better at scale. 38© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    39. 39. Thank You Alan Lepofsky Alan.lepofsky@ConstellationRG.com Twitter: @AlanLepo 39© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential
    40. 40. TM San Francisco | Andalucia | Belfast | Boston | Chicago | Colorado Springs | Cupertino | Denver | Irvine | London | Madrid New York | NOVA |Pune | Sacramento | Santa Monica | Sedona | Sydney | Tokyo | Toronto | Washington, D.C.© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential www.ConstellationRG.com

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