Enterprise Social Computing
beyond the four walls of the corporation
Christof.Sprenger@microsoft.com

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 and Social ?

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

Challenges
Social computing does not

allow upfront planning & rigid
process
very dynamic and innovative

environment

The Need for Different Models
Mobilizing Resources

Programs vs. Platforms

John Hagel & John Seely Brown
“From Push to Pull--
Emerging Models for Mobilizing Resources”
October 2005

Business to Community
Relationship Management

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
Listen
Engage Talk
B2CRM
Advocate Support

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
Productivity, ease of use
Aggregation
Track Back
Analytics
LOB integration

Architecture of
B2CRM solutions

Business-2-Community Relationship Management
Solutions Framework
Employees Communities
3rd Party Social Media
Services
Community
B2CRM “Enterprise Social Software” Portal
3rd Party Social
Networking Services
B2CRM
Services
LOB
Enterprise Services
Systems

Why another Hub?
Awareness
Integration Productivity
Analytics Metadata

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

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

LOB Integration

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

Service Bus Application Pattern
Service Orchestration
Naming
Federated
Service Registry
Identity and
Access Control
Messaging Fabric
Clients On-Premises Cloud Services
Your
Service
ESB Compute
Storage
Desktop,
Desktop,
Desktop,
RIA, Web
RIA, Web
RIA, &
…
Billing
Corp Service
Web

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

Presentation Publication
http://www.slideshare.net/developers/apps/pptribbon

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

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 
Collect raw data
Aggregate (count, sum, average, ..)
Compare to goals

B2CRM Intelligence
Community engagement scorecard

Beyond aggregation
Channels
News
Blog Blogs
Web site Forums
Newsletter Web Sites
Podcast Newsletters
Vblog Screen casts
Screen cast Conferences

Aggregation and Interaction

Aggregation and Interaction

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

RD2 Inc.„s Social Media Maturity Model

http://rd2inc.com/solutions/

The Groundswell book

http://www.forrester.com/Groundswell


© 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.