Sugar Con 2010 Presentation on Becoming a Social Enterprise

WHAT DOES IT MEAN TO BUILD A SOCIAL ENTERPRISE, AND HOW TO DO IT ESTEBAN KOLSKY - THINKJAR

client-facing operations internal operations social CRM (external) enterprise 2.0 (internal) community community channel function function channel rules rules biz biz social business pivot point

in the absence of agreement about its meaning, the term social is used in many different senses and regarded as a fuzzy concept a fuzzy concept is a concept of which the content, value, or boundaries of application can vary according to context or conditions, instead of being fixed once and for all http://en.Wikipedia.org

•  collaboration •  responding to the social customer •  togetherness •  common v,m,g & o •  opening the kimono •  not kumbayah

traditional 1:1 relationship socially enhanced 1:1:M relationship C S C M R R M

client-facing operations internal operations social CRM (external) enterprise 2.0 (internal) R&D community function channel rules ERP biz SCM social business pivot point

start here • social functions • experiences sales • data warehouse marketing • eai, soa/rest, ws service • portals, mashups end-end process • business rules scrm strategy • service level agreements guidelinesrules • measurement programs EFM metrics • analytical programs analytics • segmentation rules • purpose for each one wiki forum blog physical • guiding principles • use rules and guidelines collaboration wiki microblog • privacy and security • channel-specific structured object-centric • resources available goal-oriented • purpose ad-hoc impromptu twitter • processes to support • integration needs

analytics feedback measurement service level agreement business rules segment

start need? yes want? yes fit? yes no no no no joy deploy governance no plan? yes pr plan strategy integration yes silo? yes no no no pr? yes strategy?

a commune is a cacophonic group. a commune is a many-to-many disorganized conversation with no rules or enforcers a collective is a one-way conversation when a group of users shares a common goal, with strict operating guidelines, a hierarchy, and an entity that “leads” ensuring all users have the same goal a community is a like-minded group of individuals that favors two-way communication as a way to increase their power and knowledge. communities are self- regulated and self-administered

function function business function rules rules experience social noise survey channel channel customer (maybe) customer community

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Sugar Con 2010 Presentation on Becoming a Social Enterprise

by Esteban Kolsky

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