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

...
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
     ...
The Social Web
Enterprise and Social ?
Enterprise 2.0


      Enterprise 2.0 is the use of emergent social software
      platforms within companies, or between ...
Challenges
                 Social computing does not
             
                 allow upfront planning & rigid
     ...
The Need for Different Models
    Mobilizing Resources

    Programs vs. Platforms





        John Hagel & John Seely ...
Business to Community
Relationship Management
B2CRM Solutions
Existing approaches and Patterns


 Modern, fresh web presence
 Viral marketing
 Presence in Social Networking Services...
Business to Community
Relationship Management

                         Listen




         Engage                        ...
Some success stories
Viral Content
Jeep’s presence on Facebook
Dell's Ideastorm
Business to Community
Relationship Management




            Marketing & Sales
            Customer Support
             ...
Today’s tools
   Community Content management

   blogging, micro-blogging, tagging, rating,
    content sharing
 Socia...
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                              ...
Why another Hub?

                   Awareness


     Integration               Productivity




           Analytics     ...
Business-2-Community Relationship Management
  Solutions Framework
                   Employees                           ...
Management



                   Employees                                                               Communities



  ...
LOB Integration
Enterprise Project Management

                                  Community Project Service
     Enterprise

   ERP        ...
Service Bus Application Pattern
                           Service Orchestration


                                       ...
Business-2-Community Relationship
  Management

                   Employees                                              ...
Presentation Publication




    http://www.slideshare.net/developers/apps/pptribbon
Business-2-Community Relationship
  Management

                   Employees                                              ...
Community Engagement as a Business



   You could be trying to increase awareness, generate
   word of mouth, surface lea...
Business Intelligence 101 


            Collect raw data


    Aggregate (count, sum, average, ..)


            Compare...
B2CRM Intelligence



       Community engagement scorecard
Beyond aggregation




                       Channels
  News

      Blog             Blogs
  Web site             Forums
...
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 ...
References
    Web 2.0 in the Enterprise

        http://msdn.microsoft.com/en-us/library/bb735306.aspx
    

    OReily...
© 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be...
Enterprise Social Computing Beyond The Four Walls Of The Corporation
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Enterprise Social Computing Beyond The Four Walls Of The Corporation

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Enterprise Social Computing Beyond The Four Walls Of The Corporation

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Enterprise Social Computing Beyond The Four Walls Of The Corporation

  1. 1. Enterprise Social Computing beyond the four walls of the corporation Christof.Sprenger@microsoft.com
  2. 2. Agenda Social Computing Drivers and Challenges  Business to Community Relationship Management  Solutions Architecture of B2CRM solutions 
  3. 3. Social Computing Drivers and Challenges
  4. 4. Web 2.0 Many colorful definitions
  5. 5. Technology Foundation
  6. 6. Is that it? As always:  Technology is “only” the enabler many of these Technologies have been known before the term Web 2.0
  7. 7. The Social Web
  8. 8. Enterprise and Social ?
  9. 9. 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
  10. 10. Challenges Social computing does not  allow upfront planning & rigid process very dynamic and innovative  environment
  11. 11. 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
  12. 12. Business to Community Relationship Management
  13. 13. B2CRM Solutions
  14. 14. 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
  15. 15. Business to Community Relationship Management Listen Engage Talk B2CRM Advocate Support
  16. 16. Some success stories
  17. 17. Viral Content
  18. 18. Jeep’s presence on Facebook
  19. 19. Dell's Ideastorm
  20. 20. Business to Community Relationship Management Marketing & Sales Customer Support Training New Product/Service Development Hiring
  21. 21. 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
  22. 22. Long Term Needs Productivity, ease of use Aggregation Track Back Analytics LOB integration
  23. 23. Architecture of B2CRM solutions
  24. 24. 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
  25. 25. Why another Hub? Awareness Integration Productivity Analytics Metadata
  26. 26. 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
  27. 27. 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
  28. 28. LOB Integration
  29. 29. Enterprise Project Management Community Project Service Enterprise ERP Account Profile Project Browsing Project Proposals Project Project Deliverables management Workflow Messaging Identity
  30. 30. 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
  31. 31. 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
  32. 32. Presentation Publication http://www.slideshare.net/developers/apps/pptribbon
  33. 33. 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
  34. 34. 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
  35. 35. Business Intelligence 101  Collect raw data Aggregate (count, sum, average, ..) Compare to goals
  36. 36. B2CRM Intelligence Community engagement scorecard
  37. 37. Beyond aggregation Channels News Blog Blogs Web site Forums Newsletter Web Sites Podcast Newsletters Vblog Screen casts Screen cast Conferences
  38. 38. Aggregation and Interaction
  39. 39. Aggregation and Interaction
  40. 40. Summary
  41. 41. Business to Community Relationship Management
  42. 42. 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 
  43. 43. 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 
  44. 44. © 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.
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