The document discusses the shift towards a social enterprise model driven by Web 2.0, highlighting the increasing customer demand for active engagement and transparency. It emphasizes the need for organizations to adapt their processes and cultures to empower customers, moving away from traditional control dynamics. As mobile and real-time access becomes ubiquitous, businesses must leverage social tools and analytics to enhance customer relationships and maintain relevance.

1. Michael Fauscette, Group Vice President, SBS
©Copyright 2009 IDC
2009 IDC 10-09

2. © 2009 IDC 10-09

3. Why do I care?
 Customers are congregating.
 There is a massive aggregation of thoughts and perspectives.
 Customers are talking about your company/your products.
 Customers are tired of old interaction models that are defined
by the company and at the company's convenience.
 Customers want a voice & will seek out opportunities to be
heard.
© 2009 IDC 10-09

4. Disruption
 Web 2.0 is not a
single disruption, it's
a ripple.
 Web 2.0 will demand
giving up control to
the crowd.
 The democratization
of technology
distributes power and
influence.
© 2009 IDC 10-09

5. The Social Enterprise
Democratization and
Empowerment:
Spreading control across a broad
audience, adding value, building
relationships, conversations and
increasing transparency
It’s not just “tools”,
it’s changing processes
and culture
© 2009 IDC 10-09

6. The Social Enterprise
External
Sales – Marketing – Product – Support - Service
Blogs – Communities – Social Networks - Ideasourcing
– Microblogs – Syndication – Virtual Conference - Video
Wiki’s – Social Analytics – Collaboration – Mashups –
Platforms -
Internal
© 2009 IDC 10-09

7. The Social Enterprise
People
become the platform
No Silos
© 2009 IDC 10-09

8. Social Software Solutions
Consumer
Apps Collab CRM Content PLM
Apps
Social Platforms
Social Analytics
EPPM SCM HCM Financials
Stand-a-lone Embedded
Stand-a-lone
Social Apps Social Social
Platforms Features
© 2009 IDC 10-09

9. Social Tools
Enterprise video (YouTube or 26.0% 21.1% 52.9%
VMP)
Collaboration platform 45.9% 16.9% 37.2%
Community platform 21.3% 18.7% 60.0%
Facebook fan pg or other social 27.6% 16.7% 55.7%
network company profile
Twitter, facebook or other Web 2.0 25.4% 20.9% 53.7% Use Now
tool for customer service
Public microblog for marketing 23.3% 16.1% 60.6%
Plan to implement
in next 12 mos
Ideasourcing / crowdsourcing tool 18.5% 21.5% 60.0%
Don't use / no plan
to implement
Wiki's 29.0% 11.3% 59.6%
Blog 32.0% 13.5% 54.5%
N=503 0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Source: IDC Appstats Survey Sep 2009
© 2009 IDC 10-09 9

10. Using Social Tools
25.7%
Partner focus
Ideasourcing / 52.0%
crowdsourcing tool Employee
63.7%
focus
Customer
Focus
16.7%
Wiki's 76.9%
39.8%
15.0%
Blogs 54.1%
69.5%
N=
220 Blogs
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
186 Wiki's
179 Ideasourcing /
crowdsourcing
tool Source: IDC Appstats Survey Sep 2009
© 2009 IDC 10-09 10

11. What’s happening?
Sales Marketing
 The “mom & pop”  Sentiment
effect  My way
 Mining social data  Customer defined
 Predicting needs products/services
 Loyalty (+analytics)
PR Customer Service
 Transparency  Community
 Collaborate / partner  When, where, how
 1:1  Preventative
 User generated
content
© 2009 IDC 10-09 11

12. The Next Gen Web
Web 1.0 Web 1.5 Web 2.0 Web 3.0
Static
Web
Transaction
Web
Social
Web ? Semantic
Web
© 2009 IDC 10-09

13. The Next Gen Web
 Real-time
 Mobile
 Ubiquitous access
 Built for Web communication
 Decentralized
 Modular / reusable
 Increasing
interconnectedness
© 2009 IDC 10-09

14. With Video….
 Trust
 Connection
 Visual instincts
© 2009 IDC 10-09

15. The Next Gen Web – Mobile Platform
© 2009 IDC 10-09

16. The Next Gen Web – Mobile Users
Share Of U.S. Online Users Also Accessing The
Internet Through a Mobile Device
Time: 45 hr/wk total
38 hr/wk Stationary
7 hr/wk Mobile (5%) Also Mobile Use
31.9%
No Mobile Use
68.1%
Total number of U.S. Internet users in 2008: 247.1M*.
Total number of U.S. mobile Internet users: 78.8M.
n = 3176. Mobile users = respondents who reported using one of the following to access the Internet: portable game console, feature phone, smart phone, Internet tablet,
personal media player, personal navigation device, e-book reader. * Source: Digital Marketplace Model and Forecast v1.3 draft, forthcoming.
© 2009 IDC 10-09

17. The Next Gen Web - Mobile Content
News
Weather
Entertainment
Local information
Sports
Health
Technology
Travel
Business and finance
Cars
0% 20% 40% 60% 80% 100%
Mobile Usage Stationary Usage
© 2009 IDC 10-09

18. Some Implications
 Mobile
 People as the  Real-time
platform
 Collective intelligence
 Trust  Video
 Ubiquitous information
access
 Conversations
 Always on  Transparent
 Shared Control
© 2009 IDC 10-09

19. Conclusions: Social CRM
 Not a replacement for traditional CRM but
builds on top of current processes.
 Is a part of a broader strategy.
 Requires a re-thinking of relationships & who
controls those relationships.
 Is about fundamental cultural changes
 Is about shifting control
© 2009 IDC 10-09

20.  Expect first efforts to be a learning
process
 Develop a strategy
 Use tools to support the strategy
 Part of the process is moving
control from you to your customer
© 2009 IDC 10-09

21. Contact
Michael Fauscette
mfauscette@idc.com
Twitter: @mfauscette
Blog: www.mfauscette.com
© 2008 IDC
© 2009 IDC 10-09