Enterprise Social Media: 5 Emerging Trends

Enterprise Social Media: 5 Emerging Trends Heidi Ambler - Social Software Director Luis Benitez - Social Software Product Manager #socbiz5Saturday, March 10, 12

Who We Are @Lbenitez @heidi_ambler http://www.lbenitez.com http://synch.rono.us #socbiz5Saturday, March 10, 12

Attending #socbiz5 at #SxSWi . This session by @Lbenitez & @heidi_ambler is ROCKIN’!Saturday, March 10, 12

Trends 1. Social Technology Re-Shapes Corporate Culture 2. Social Technology is the New Intranet 3. Social Standards Come to the Enterprise 4. Social Meets Mobile 5. Social Technology Drives Business #socbiz5Saturday, March 10, 12

Trend #1:Social TechnologyRe-ShapesCorporate Culture CxO’s Are Ready To Embrace Social MediaSaturday, March 10, 12

Many Social Media Sites Each one represents different behaviorSaturday, March 10, 12

CEOs Embrace Social Source: http://agbeat.com/real-estate-technology-new-media/ceos-cite-business-exposure-as-the-top-reason-for-using-social-media/ Dec 2011Saturday, March 10, 12

The Results Are Clear Source: http://agbeat.com/real-estate-technology-new-media/ceos-cite-business-exposure-as-the-top-reason-for-using-social-media/ Dec 2011Saturday, March 10, 12

But Is Your Culture Aligned? STRATEGY CULTURE “Culture eats Strategy for lunch...” -- Coffmann Organization, 2009Saturday, March 10, 12

Embrace Existing Culture IGNORING CULTURE EMBRACING CULTURE Behavior not aligned to strategy Behavior aligned to organizational principles and values New employees do not understand what is trustworthy or successful behavior New employees better understand Experienced employees focus on trustworthy behavior “command and control” of unsuccessful behavior Experienced employees focus on coaching and share wisdom about successful behavior Source: EverystockPhoto.comSaturday, March 10, 12

Real World Example • Vision: Weave social into everything • Created VP Social Media & Digital Engaging Communications around vision • Partners with IT to make social happen Transparent • Embraced transparency as a core value • Social media ampliﬁes good ideas - Nimble improves processes • Employees practice social media comms internally Source: http://www.informationweek.com/thebrainyard/news/social_networking_private_platforms/232500105 Jan 2012Saturday, March 10, 12

A Big Opportunity... 68% of CMO’s feel unprepared to manage social media Source: http://www-935.ibm.com/services/us/cmo/cmostudy2011/cmo-registration.html Nov 2011Saturday, March 10, 12

Recommendations • Setup Social Computing Guidelines • Feel free to copy ours: http://bit.ly/SocBizGuidelines • Set Up your Social Business Etiquette • IT and LOB’s should work together to ensure success • Recruit early adopters -- those already socially active • Don’t forget about compliance / governance! • Be prepared to be agile and adapt Source: http://ibm.co/SocBizEtiquette Jan 2012Saturday, March 10, 12

Trend #2: SocialTechnology IsThe New Intranet It’s no longer about locking content in an email ecosystemSaturday, March 10, 12

Social Inside “... companies are implementing social from the inside out [...] they are testing the waters by deploying intranet-based social systems. The top three drivers for such deployments are employee collaboration, efﬁciency in locating people and resources, and idea generation” ... Source: http://www.informationweek.com/thebrainyard/news/community_management_development/231903248/internal-social-networks-now-important-proving-ground Nov 2011Saturday, March 10, 12

Social Where? Source: IBM Tech Trends Report http://ibm.com/developerworks/techtrendsreport Nov 2011Saturday, March 10, 12

Spending is Increasing Enterprises will spend $3.5 Billion in 2016 in enterprise social software up from $0.5 Billion in 2010 That’s 700% growth! Source: http://bit.ly/IDCSocBiz June 2011 Source: http://www.idevnews.com/stories/5045/In%202012,%20Workers%20To%20Demand%20More%20Social%20Media,%20Mobility,%20Report%20Says Jan 2012Saturday, March 10, 12

Why ? Social Improves: • Product Innovation • Workforce Optimization • IT Support • Marketing • OperationsLearn more: http://bit.ly/IBMSocBizStories Source: http://www.slideshare.net/rhappe/the-2011-state-of-community-management Mar 2011Saturday, March 10, 12

Real World Example • Employee asked how to get more paint trays • Others asked how she was selling so many • She shared her idea on how to sell paint trays • When scaled, idea generated > $1 Million in additional revenue Source: http://itsinsider.com/2011/09/30/serendipity-happens-to-deliver-million/ Sep 2011Saturday, March 10, 12

Recommendations • Integrate • Integrate • IntegrateSaturday, March 10, 12

Recommendations • Integrate • w/ Intranet • Integrate • w/ Email/IM • Integrate • w/ biz apps 100% usage increase after60 Second Social: http://bit.ly/60SecondSocial integration with portalSaturday, March 10, 12

Trend #3: SocialTechnology StandardsCome To The Enterprise It’s an App Revolution!Saturday, March 10, 12

Why OpenSocial? “The whole premise of efforts like OpenSocial is that social business activities should not be isolated from the work going on in other applications” Source: Dion Hinchcliffe http://www.zdnet.com/blog/hinchcliffe/opensocial-20-will-key-new-additions-make-it-a-prime-time-player-in-social-apps/1603 Jul 2011Saturday, March 10, 12

OpenSocial Implementations Include: Cisco, SAP, IBM ■ Common set of Social APIs and Mini Connections, Atlassian, Google,Yahoo, Applications (Gadgets) MySpace, LifeRay, Oracle, Jive, Magneto, Tibco Tibbr, Surfnet, Paypal . . . ■ Provides a container to run gadgets ■ Develop once - run in multiple Tweets from Other Vendors at the OpenSocial State of the Union places! (May, 2011) ■ Initially targeted at consumer web ■ More enterprises now adopting! ■ Play with it! http://bit.ly/OSSandboxSource: http://docs.opensocial.org/display/OSD/List+of+OpenSocial+ContainersOct 2011Saturday, March 10, 12

Saturday, March 10, 12

Activity Streams ■ The primary event propagation mechanism for Social Business ■ Streams aggregate events from multiple systems / sources ■ YouTube ■ Twitter ■ Facebook ■ Can be ﬁltered based on source / action required ■ Events provide “embedded experiences” ■ Provides a single go-to place to view and interact across multiple placesSaturday, March 10, 12

OAuth ■ Delegated Authorization provides a means for interaction between gadgets ■ Can use a variety of authorization mechanisms (SAML, etc.) ■ Cornerstone of security in Social Business ■ Rapidly evolving speciﬁcation ■ Supported by: Twitter, Facebook, Google, and many more!Saturday, March 10, 12

Develop Once, Use Everywhere Same Gadget But Different Experience on Different Platforms and Containers Email iPhone For example, gadgets for...  CRM  HR  Customer Support  Doc management  Workﬂow Blackberry  Rich Media and more . . . TabletsSaturday, March 10, 12

Real World Example • Made paperless a reality allowing users to sign legal documents securely (e.g. NDA) • Uses OpenSocial and Embedded Experiences • Becomes part of the social workﬂow • 6-7 click process becomes 1 click • reduces loan processing time • $35,000 additional revenue / month Source: http://www.curiousmitch.com/2012/02/replay-of-the-social-app-throwdown-at-lotusphere-2012/ Jan 2012Saturday, March 10, 12

Recommendations • Socially-enable your existing solutions / investments • Bring social to the user • Don’t build social as a silo • Focus on open standards and “loosely coupled” web architectures • Drive enterprise innovation by leveraging rapid innovation on public web HTML5 ARIA SAMLSaturday, March 10, 12

Trend #4: SocialMeets Mobile Collaborate anytime, anywhere with anyone!Saturday, March 10, 12

IT Looses Control “Individual employees are able to put the latest mobile devices and apps to productive business use faster than their employers can. [...] What it means: Companies have little control over who uses these.” Source: Forrester: http://blogs.forrester.com/stephen_mann/11-08-15-social_cloud_what_about_mobile Aug 2011Saturday, March 10, 12

Explosive Mobile Growth • Apple sold more mobile devices in 2011 than Macs in last 28 yrs • More than 50% of Facebook’s activity is via mobile • 64.2M use mobile for social networking in the US • 88% companies report employees use personal devices • #2 priority for CIO’s in 2012 Source: http://www.gartner.com/it/page.jsp?id=1897514 Feb 2012 Source: http://techcrunch.com/2012/02/01/facebook-has-425-million-mobile-monthly-active-users-up-from-350-million-in-september/ Feb 2012 Source: http://www.zdnet.com/blog/btl/apple-sold-more-ios-devices-in-2011-than-it-sold-macs-in-28-years/69717 Feb 2012 Source: http://mashable.com/2012/02/23/comscore-mobile-study/ Feb 2012Saturday, March 10, 12

Real World ExampleSaturday, March 10, 12

Real World Example • Colgate implemented BYOD 1 year ago • Employees access internal social media & email via personal mobile devices • Saves at least ~$1M by not issuing devices to employees • “Mobility is the wave of the future” Source: http://www.technologyreview.com/business/38182/ Aug 2011Saturday, March 10, 12

Recommendations • Design with Mobile in mind • Don’t leave mobile as an after thought • Embrace and plan for BYOD • When selecting social media provider, ensure mobile access • Maximize ROI by leveraging open standardsSaturday, March 10, 12

Trend #5: SocialTechnologyDrives Business Increase sales, customer retention, and customer satisfactionSaturday, March 10, 12

Social Means Business! Standout organizations are 57% more likely to allow their employees to use social and collaborative tools Source: IBM CHRO Study http://www-935.ibm.com/services/us/chro/chrostudy2010/index.html Oct 2010Saturday, March 10, 12

ROI is Measurable 90% of organizations report higher revenues, better access to knowledge, and lower costs of doing business by using Web 2.0 technologiesSource: McKinsey Global Survey 2010http://www.mckinseyquarterly.com/Innovation_and_commercialization_2010_McKinsey_Global_Survey_results_2662Saturday, March 10, 12

How Do I Achieve These Results?Saturday, March 10, 12

90% of the world’s data has been created in the last 2 years Source: http://www-01.ibm.com/software/data/bigdata/ Dec 2011Saturday, March 10, 12

Social Media Monitoring • Enterprises are increasingly monitoring social media • Twitter, Facebook, LinkedIn, Quora, etc • Provide Customer Support • Discover New Ideas • Monitor CompetitorsSaturday, March 10, 12

Analytics Make You Smarter • Increasing # of companies leveraging social analytic tools • Both inside and outside the ﬁrewall • Can analyze employee & consumer sentiment • React immediately • Anticipate customer needsSaturday, March 10, 12

Two Worlds... Apart? • Internal Social Media: • External Social Media: • Usually handled by IT • Usually handled by PR & Marketing • HR is a big stakeholder • Limited employee participation • Employees interact on their own • Involves many toolsSaturday, March 10, 12

Real World Example  After deploying social software Forrester Research externally, IBM realized savings of Groundswell Award! $100 million by reduced support costs  IBM converted its online documentation to Wikis  BP’s & customers now contribute intellectual capital to build the best knowledge base IBM developerWorks Wins Forrester Groundswell http://www.bilal.ca/developerworks-forrester-groundswell-ibm/ Oct 2010Saturday, March 10, 12

Recommendations • Reduce operating costs and achieve higher revenues by leveraging big data • Don’t just monitor social media -- make sense of it via analytics • Use analytics inside and outside ﬁrewall • Build a bridge -- let your employees become your voiceSaturday, March 10, 12

Summary • Senior level executives are ready for a transformation • Internal social media provides an excellent test bed • Open social standards maximize ROI and accelerate adoption • We are more mobile and more interconnected • Do it!Saturday, March 10, 12

Thank You! http://www.ibm.com/socialSaturday, March 10, 12

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Enterprise Social Media: 5 Emerging Trends

by Luis Benitez

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