Community Relationship Management

Enterprises Going Social Community Relationship Management Social Computing for Businesses beyond the four walls of the corporation Christof Sprenger, [email_address] Platform Architecture Team Microsoft

Overview Open Space/Roundtable Sessions

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 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

Enterprise and Social ?

Challenges

Social computing does not allow upfront planning & rigid process

very dynamic and innovative environment

The Need for Different Models

Mobilizing Resources

a general trend in the industry, the internet is “only” leading

Programs vs. Platforms

From Push to Pull

John Hagel & John Seely Brown “From Push to Pull-- Emerging Models for Mobilizing Resources” October 2005

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 Marketing & Sales Customer Support Training New Product/Service Development Hiring

Business to Community Relationship Management

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

Architecture of B2CRM solutions

Enterprise Social Computing - Solution Framework Desktop Browser Mobile Enterprise Portals Enterprise Social Computing Clients Web Communities Non-Affiliated Communities LOB Systems ECM BI LOB Integration Portal Framework Web Community Sites WCM … BPM Enterprise Search User Profiles … Customers Partners Enterprise Productivity Services Social Services Enterprise-to-Community Services EMM Enterprise Social Computing Platform

Business-2-Community Relationship Management On-Premise Solution Communities Employees Content Authoring & Management Administration Analytics Office Clients Windows .NET Framework SharePoint Server B2CRM Services LOB Systems AuthN AuthZ Community Content Management Community Intelligence Administration Community Networking Content Mgmt Business Intelligence LOB Integration Portal Metadata Mgmt 3 rd Party Social Networking Services 3 rd Party Social Media Services B-2-Community Portal SharePoint Portal SharePoint Portals

Why another Hub?

Presentation Publication

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 

B2CRM Intelligence Community engagement scorecard

Share our understanding Blog Web site Newsletter Podcast Vblog Screen cast Blogs Forums Web Sites Newsletters Screen casts Conferences

Aggregation and Interaction

LOB Integration

Enterprise Project Management Enterprise Community Project Service ERP System Project management Account Profile Project Browsing Project Proposals Project Deliverables Identity Messaging Workflow

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/

The Groundswell book

http://www.forrester.com/Groundswell

RD2 Inc.‘s Social Media Maturity Model

http://rd2inc.com/solutions/

© 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Integration mandate Business-2-Community Relationship Management Solution Taxonomy