Social, connected, and collaborative

social, connected, and collaborativewill employees and customers build the future enterprise together? esteban kolsky thinkJar @ekolsky esteban@estebanjkolsky.com

can you define a social enterprise? (not the traditional, non-profit, for the social good definition) most people pass, but we all agree on afew points: an organization that leveragessocial channels to interact with customers, partners, employees, suppliers and other stakeholders for the purpose of bringing them closer and help them work better

social is not the whole picture… noisenoisenoise noise noise noise noise noise noise noise noise noise noise noisenoise noise noise noise noise noise noise noise noisenoise noise noise noise noise data noise noise noise noise noise noise noise noise noise Online Offline @RabidDog1973?

what about a connected enterprise? this is trickier; most peopledefine it around engagement and trustI like to add elements of cross-channel experiences and make sure there is a business purpose to the engagement before committing

dissociated engagement consumers’ ranking businesses’ ranking reasons for interacting with reasons they think consumers companies via social sites follow them via social sites perception gap discount (61%) learn about new products (73%) purchase (55%) general information (71%) reviews & product rankings (53%) submit opinion on current products/services (69%) general information (53%) exclusive information (68%) exclusive information (52%) reviews & product rankings (67%) learn about new products (51%) feel connected (64%)submit opinion on current products/services customer service (63%) (49%) customer service (37%) submit ideas for new products/services (63%) event participation (34%) be part of a community (61%) feel connected (33%) event participation (61%) submit ideas for new products/services purchase (60%) (30%) be part of a community (22%) discount (60%)

eroding trust among consumers6050 53 51 51 47 4840 3630 30 252010 0 Business Media NGOs Government 2011 2012

cross-channel versus multi-channel? better integration, optimization silo semi-integrated integrated single channel multi-channel cross-channel E E R K D D D D D D K K K K K K W D W P R R R R R R K UC P M S W E C P M M R C C S D S 1980 1995 2010S – SMS, W – Web, E – Email, C – Chat, P – Phone, M- Social Media, D – Data, K- Knowledge

finally, the collaborative enterprise of course, collaboration is the goal a collaborative enterprise is where E2.0(internal) and SCRM (external) merged toform platform where partners, customers, employees, suppliers and other stakeholders meet to collaborate and purposefully co-create value

collaborative is not the final answer either biggest mistake collaboration as a journey or a stop on the path to better work it is the destination, not the journey second mistake collaboration is very hard to do; it is not just try and see what happens proper planning is the difference here

what do we have left then? three core concepts channels (social) engagement (connected)collaboration (collaborative) the essence of social business

we say this is a business problem competitive customer forces demand process + strategy channels,legal partners andenvironment suppliers business Social model Business Model metrics and financial measurement demands governance + people technology culture and technological social issues change

we create complex business plans

what if this was a physics problem?

simple equations make business decisions collaboration = engagement x channel collaboration collaboration engagement = channelengagement channel collaboration channel = engagement

decision making process social business strategy client-facing operations internal operations enterprise 2.0 (internal)social CRM (external) community community function function channel channel rules rules biz biz

the final architecture is thisR&D PLM KM CRM ERP … social business platform integration engine rules engine reputation engine collaboration engine channels (social or not) communities

benefits of doing this rightoutside of the business inside of the business customer …but cannot has an idea… implement the idea customer creates …company creates knowledge… same knowledge customer knows fix …company has for problem… problem to be fixed firewall inhibits engagement and collaboration

decisions you have to make, using model• identifying the right people (engagement)• bringing them into the right place (channel)• getting the right value (collaboration)• integrating the data (channel)• acting on it (collaboration)• making it work long term (engagement, collaboration)• fostering engagement (engagement, collaboration, channel)

final considerations to focus on• segmenting – cannot do cross-channel without proper segmentation – segment based on use cases, JTBD – not revenue• metrics – need to change your metrics to adapt to what is necessary – effectiveness over efficiency• technology is not solution, it aids the solution – people, process, technology, governance, metrics all play a role

ask questions and discuss…

social, connected, and collaborativewill employees and customers build the future enterprise together? esteban kolsky thinkJar @ekolsky esteban@estebanjkolsky.com

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Social, connected, and collaborative

by Esteban Kolsky on Jun 05, 2012

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