15 Predictions for Enterprise Social16 Enterprise Social Networking Predictions for 2013 Networking in 2013
Ray Wang Lee Bryant Principal Analyst, CEO MD, Europe Constellation Research Dachis GroupNew business models have formed at the convergence The adoption of social platforms in the enterprise for coreof social with mobile, cloud, big data, and unified daily work activities has been slower than we originallycommunications. The result - the shift from a hoped, partly because of a lack of integration betweentransactional world to one of engagement. Customers, systems of record and systems of engagement, but alsoemployees, suppliers, and partners now interact in because not enough attention has been paid to theconversations as they work towards addressing behavioral aspects of encouraging new ways of working.regulatory compliance, improving efficiency, driving This has traditionally been thought of as encouragingrevenue, differentiating offerings, and forwarding the adoption of new tools, but we need to think more widelybrand. This move to outcomes through engagement than that. In 2013, I think enough companies will have hitleads to a mass redesign of business. Social emerges the natural adoption limits, so more and more focus willas a catalyst. Consequently, organizations must design be placed on how to stimulate behavioral change withinbusiness processes to reflect people centric principles in highly networked environments.order to compete. And in that process, they will improve The other big change I foresee for 2013 is the idea oftheir ability to monetize interactions for outcomes. real-time data as an optimization and management tool being applied internally, just as we have seen externally with social media monitoring and listening.
Marcia Conner Dion Hinchcliffe Dion Hinchcliffe Principal Chief Strategy Officer Chief Strategy Officer Sensify Dachis Group Dachis GroupEnough talk about sharing lessons learned and finding As the experimental phase for enterprise social media infar-flung experts. In 2013 smart organizations will see many companies transitions to more serious usage inthat to become extraordinary workplaces, collaborative 2013, companies will focus on established fundamentalcapabilities aren’t enough. Employees and customers operations and optimizing their work in these newalike won’t tolerate outdated business practices, even channels. Many companies will capitalize on the big datawhen wrapped in shiny social bows. People now expect trend to tap into global conversations. They will look atall work to be interpersonal work, whether complex or employing social media to support and improveroutine. Where to start? Repost uncomfortable marketing, sales, customer care, and productengagement data to socialnets where people can self- development. This will require actionable data thatsorganize while generating sustainable solutions. relevant and accurate, both about their customers andReinvigorate isolated budgeting with real-time context their competitors’ activities. I predict that companies will:gleaned from those on the front lines. Recruit colleagues 1) Put additional focus into social media strategy toto alert friends about job ops, sales promos, Q&A tests, create a more integrated, organized, and better-or innovation jams—anything where a wide net builds resourced functions.strength; then ask your connectors to stay involved, 2) Create capabilities to help the organization listen,tapping 1:1 trusted relationships to ensure a cared-for fit. respond, and engage in scale with social media to driveThese approaches are strategic and transformative, yet important business outcomes, like additional sales andneither costly nor time-consuming. They just require higher customer satisfaction and retention.ingenuity and action. The future is here and finally 2013 will mostly be about forging a strong basicinteresting. Get started now. foundation in social media across key functions.
Angela Ashenden Alan Lepofsky Principal Analyst, Collaboration VP, Principal Analyst MWD Advisors Constellation ResearchI see four major technology trends occurring in the Personal Task Automation helps employees get theirenterprise social space as we progress through 2013, all jobs done. Sites like IFTTT and Zapier have introduced aof which are a direct result of the growing understanding new generation of workflow tools that use simple rulesamong organizations of the value of social collaboration, and actions to automate tasks which span popular web-and the way we can use these technologies to our based applications. For example, if your company isadvantage within business. The first is social analytics, mentioned on a social media site it could trigger theusing this to measure progress and value, and also to creation of a new page in your favorite note-takinghelp drive adoption through recommendations. The application. These tools are simple enough that non-second is social projects and tasks, recognizing that we technical people can configure them, but they are not ancollaborate to get things done, and that it must be tied to integrated part of a platform supported by corporate IT.our business processes. Third, is the impact of mobile With task automation built into enterprise collaborationand BYOD, with these being the primary means for using suites employees would not need to create accounts onenterprise social technologies and key to driving outside systems and the triggers and actions couldadoption. And, finally I see the social intranet hitting the be integrated securely with internal business processes.mainstream as a mechanism for deploying enterprise For instance, product manager uploads a presentationsocial, a natural hub for collaboration and communication about an upcoming release, task automation couldwhich spans the whole organization. automatically set up a web conference to train the Sales team and notify the marketing team to include the new content on the company web site.
Chris Stephens Scott Allison CEO, Chairman of the Board Cofounder, CEO iHealth Exchange TeamlyHealthcare has been cautious about bringing social Enterprises will even more enthusiastically deploy socialnetworking into the workplace because of the security technologies in 2013. In a report by McKinsey Globaland privacy rights of patients. Enterprise Social Networks Institute they estimate that companies that fullythat meet the demands of HIPAA privacy and security, implement social technologies, see a 25 percentand enables better collaboration between doctors, increase in productivity of knowledge workers. Thesepatients and healthcare facilities, will be used by most people spend almost one third of their week managing e-healthcare facilities in the near future. mail alone, but enterprise social technologies are helpingPatients do not want to login to multiple, cumbersome them get their work done better and faster by increasingelectronic health portals for every doctor and hospital engagement and improving collaboration across thethey visit. They want to communicate privately with the company. And that’s just some of several tangiblepeople they trust on an easy-to-use social network. benefits for the end user.Cutting edge facilities like Mayo Clinic have embraced In order for businesses to see all of the tangible benefits,enterprise social networks already, and many are sure to a culture of trust and openness from senior managementfollow. The driving force for social in healthcare is, and is needed to make sure employees feel comfortable andalways will be, the voice of the patient. willing to share. In 2013, successful companies will not just implement the technology, but also embrace it from the top-down.
Christine Jed Cawthorne Senior Manager, Intranet Initiatives Comaford BMO Financial Group Business Accelerator Christine Comaford Associates2013 will be both an exciting and challenging year for the My predictions for enterprise social in 2013 are:Social Enterprise. To date, one of the greatest • With a broad field of increasingly mature productschallenges facing organizations trying to become a (SharePoint 2013, Connections, Jive, Igloo, Chatter,Social Enterprise is leadership. Social collaboration Tibbr and others) having an enterprise social platform willcannot succeed without executive sponsorship by a increasingly become the norm for large enterprises.social leader—one who is S.O.C.I.A.L. – sincere, open, • What will differentiate these enterprises is the level tocollaborative, interested, authentic and likeable. This is which they integrate their enterprise social platform intowhat we’ll see change in 2013. other tools and applications.We’ll see significantly increased focus on, and support •For mature organizations “social” will become theof, social leadership throughout the enterprise. We’ll see normal way of working, breaking down silos and leveringsocial leaders who are actively engaged and the serendipitous connections to increase productivity.enthusiastically willing to promote both inter- and intra- •Knowledge Management will continue to see a revivaldepartment collaboration to move innovation, based on the use of social tools to capture, share andcommunication, collaboration forward. The social distribute information within specific contexts.leader’s degree of influence and likeability will propel the •The SMB sector will generate the most benefit from theevolution of an organization into a Social Enterprise. For use of cloud based social platforms, which will alsogreater influence and likeability, the most effective social facilitate the move to mobile working.leader will study the neuroscience of rapport and be able •Organizations will consider enterprise social platformsto befriend even the most challenging opponents. as “table stakes” for recruiting and retaining the talentChange requires support—the social leader masters this. they need.
Tom Jessiman Matthew Ryan CEO CIO Wayin CordeltaOrganizations that are… We’ve already seen enterprise social networking create• IN THE CLOUD: Developing once, using it everywhere better client-centric collaboration, enable faster decision• MOBILE: Collaborating anytime, anywhere, with making across teammates, and reduce the workload foranyone IT when it comes to integrating business processes and• USING BIG DATA: Information, analytics, experience, managing email.opinions For 2013, I predict businesses will have a more defined• SOCIAL: Curating the best of the best in the social sense of the role of enterprise social networking versusuniverse email and other forms of communication. Enterprise… will be on top in 2013. Those who wait and watch, will social technology will enable aggregation of social mediabe playing catch up in 2014. streams both inside and outside the organization. And, businesses will be able to share relevant business process streams between partners, vendors and other business affiliates who are involved as well.
Eric Lebel Ram Menon VP Knowledge Management President of Social Computing CGI TIBCONow that everybody is adding a "social" spin to its app In 2013, enterprise social will mature, from a silo basedfrom ESN, CRM, HRIS and other vertical apps, the next approach of people posts around a business applicationstep will be "integrated user social experience" and all to a platform approach that brings processes, outcomesthis adapted to the particularities of social in the and business events relevant to you on to your wall toenterprise so that real business value will emerge from get work done faster. Social will bring far flung outpoststhe present social trend. of an organization closer and customers will demand tangible ROI from this collaboration.
And from the Branding, Customer Engagement Side… Wendy Lea Mark Fidelman CEO Managing Director, CEO Get Satisfaction Evolve! Inc.The first generation of social was a key transformation in Brands will begin to map out and engage theirthe way people interact. Suddenly people were key influencers as the next phase into becoming a socialconnecting, building networks, and participating online in business. They will match influencers with sociala complete new way. Brands felt the need to get in the campaigns to amplify and widen its effect. This newsocial game, build a following, and participate in the method of influencer engagement will be very focusedconversations. But they really didn’t have much insight and targeted. Think about how the Obama campaigninto the audience they had developed or how to engage was able to find and leverage influencers to motivatewith them in a meaningful way.The second generation of Social is about truly apathetic voters and get them to the polls.understanding who these Fans, Followers, and Friends As a result, some brands will reach the tipping point andare—what do they care about, what influences their move from an advertising push model to pull. In a pullbehavior, and what insights and value can they bring to dynamic, new customers, suppliers, partners andcompanies and their fellow customers? To do so, talented recruits will see the brand as thought leaderscompanies must build authentic engagements with and industry trailblazers, and will want to develop closercustomers at every stage of the customer life cycle. A relationships with the organization. In this new model,branded customer community is key to building this brands will find the ability to mobilize people easier andauthentic engagement and should be an integral part of with greater impact - at a much lower cost.every company’s social strategy.
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