I would like to start with a famous quote from Andrew McAfee, who is considered to be the father of Enterprise 2.0. He says “Enterprise 2.0 is the use of emergent social software platforms within companies, or between companies and their partners or customers.” So if we consider this as a definition of Enterprise 2.0 I would like us take a closer look in the meaning of this sentence and see how this impacts our companies and our daily business lives.
One of the terms in MacAfee's quote is “social software”, and this is the definition for social software that I found in Wikipedia. “Social software enables people to rendezvous, connect or collaborate through computer-mediated communication and to form online communities.” So those are web2.0 tools like wikis, blogs, rss feeds and online chat that allows users to interact with various types of content and with each other and at the same time those platforms provide the ability to form user communities and networks. And those are used on multiple channels via mobile apps, or using the traditional web. Now the side effect is that this ecosystem provides the foundations of freeform collaboration. And believe me when I say that social software is already in your business either directly or indirectly since your employees, customer and partners are already using those tools probably in a daily basis.
It’s been a long debate about the price tag of collaboration but we know that collaboration drives innovation for designing better products, creating new marketing campaigns, driving the success of sales teams, etc… I am not going into further details about the benefits of collaboration here, but the underlying point is that social networks provide the infrastructure and a solid foundation for a much better collaboration platform. Getting in touch with people across geographies and across departments, getting informed on what other users are doing, sharing opinions and ideas and in general tapping in to the knowledge of the informal network which goes far beyond departmental boundaries and thus creating dynamic communities and an organization which no longer functions based on a hierarchical structure.
Most CIOs are driven by the business. As a result the web2.0 item falls out of the CIO agenda and the focus goes on hard questions that impacts the business, like increasing sales and productivity, delivering better products and services, achieving a better ROI, achieving maximum uptime of systems, while keeping costs at the lowest levels.
And at the same time we have seen a shift in user behaviour on using business applications. Those applications which are on the bottom end of the slide, they provide the tools that allow us to run our business and provide the solution to many of the points of the previous slide. They deposit a pay check in our employees bank accounts They give us the ability to order goods and services for our partners and customers And provide answers and solutions to costumer issuesWhile those applications are running our business we see users, employees, customers, and partners to be spending less time using those applications. And to make matters even worst (click for animation) the tolerance of the users for those applications is decreasing and on the other hand the visibility of web 2.0 tools is increasing. Some usage statistics (2010):Facebook StatisticsFacebook continues to be one the fastest growing and largest active social networks. Over 500 million active users (50% of which sign-in daily) - Wow, that’s a lot. It’s hard to argue against developing a facebook marketing strategy when you think about how many chances you have to be a part of your customers lives on a daily basis. Add some value to their facebook experience and you may be rewarded! Over 900 million pages, groups, communities and events – It’s a big pond, how are you differentiating your business? Over 150 million active users who access through mobile devices – Is the content that you’re sharing / promoting mobile friendly?Twitter Statistics Over 100 million REGISTERED users, with about 300k new per day – Another huge network, growing at an amazing rate. Over 55 million daily tweets – As with facebook, we’re dealing with another huge pond. Maybe it’s time to stop promoting those rinky-dinky blog posts and time to start promoting interesting content… 600 million daily search queries – Are you think what I am? When can we get access to see what those search queries are! 60% of tweets come from 3rd party applications, 30% come from mobile devices
So what we need to do is to bring together the social computing capabilities (click for animation) and the business applications in order to breathe life into existing solutions or new solutions that we are planning to deploy. In other terms Enterprise 2.0 (click for animation) brings together web2.0 capabilities and technologies that can enhance applications and business processes thus making them more efficient and productive. And I will give you examples of how this is done.
Main Point: Web 2.0 technologies are a top CIO initiative for 2010.This is data that I got from Gartner and this is fairly recent from January 2010. Gartner does a survey of CIOs each year. They explore the strategic technologies that leading companies are investing in. In their survey, Web 2.0 technologies ranked in the top 3 (click for animation) strategic technologies to be investing in for 2010, along with virtualization and cloud computing. So Enterprise 2.0, or Web 2.0 technologies applied in the enterprise, is the strategic technology CIOs are prepared to investing time and resources.Enterprise 2.0, or Web 2.0 technologies applied in the enterprise, is the strategic technology CIOs are investing in to improve employee productivity, facilitate better team collaboration and boost overall enterprise productivity. The key to making the shift to a modern enterprise that is more productive, innovative and competitive is ensuring the right connections are made so workers can collaborate more efficiently and communicate more effectively. This is precisely where Enterprise 2.0 can help your business, and leading CIOs recognize the importance and impact that Enterprise 2.0 technologies can have on their company. So what are CIOs saying? Let’s hear from the CIO of Texas A&M University System about how Enterprise 2.0 solutions, in their case with Oracle Fusion Middleware, is helping to transform how their researchers are working and help make them more productive.
There are two key concepts that we need to understand and maintain if we want to be successful in achieving our E2.0 vision. And those are simply that:(click) We need to finally realize that users add value, whether those users are employees, customers or partners. And not only realize this, but also capture and take advantage of the value that the users add.(click) Enterprise 2.0 must happen in the flow. And what this means is that the user activity that takes place needs to be in the flow of a business process or a business applications.
Having in mind those two concepts, let me storyboard the E2.0 vision. Setting the stage of the story I would like to underline the fact that most users when using the internet or the intranet within our companies, they want to do something. They want to complete a certain task. That task may be buying a product, approving a purchase order, or launching a new marketing campaign for a product or service. Those are just a few examples. So what we as a company need to provide to our users is the E2.0 experience. As an example let’s take the scenario of a user trying to put an order for a mobile phone or a car:(click)We need to engage customers with a user friendly web site. These web sites often characterized as Rich Internet Applications, providing ease of use, easy ways of navigating through the website, dynamic user interfaces utilizing the capabilities of modern browsers, professional and eye catching graphics. (And flashy images of mobile phones, or cars rotating in a carousel)(click)Next in order to keep the customers engaged and retain them we need to provide relevant and up-to-date content. And moreover this content should be delivered according to the users’ preference and interests and any other known facts like past browsing patterns. (Mobile: For example if the customer has purchased a smart phone in the past and we have previously seen that the user has browsed the pay as you go tariffs area then we can tailor the content according to those known facts. Show him newer smart phones and associate them with pay as you go bundles. Cars: if the customer has purchased a sports car model then we can promote the new sports car model or the more top end models of our range.) This can be achieved by utilizing a content management system which makes sure that the most up to date, and approved content is displayed, and with web content management capabilities for appropriate web rendering.(click)During this journey we need to allow users to interact with each other, share feedback and opinions via discussion forums, blogs and online chat capabilities. In addition through the use of tagging, linking and activity streams we facilitate this user interaction and provided easy ways of sharing and finding ratings, opinions and content. Usually users would like to read an expert review for a product or what has been the experience of other customers that are already using those products (smart phones, or sports cars). This is also referred to “informal learning” and university studies have actually shown that people prefer to get informed or learn facts around a topic via informal channels like wikis, blogs and discussions from specialized forums in other words use the social web. This type of learning comes up to 80% of the total education for each person.(click)In essence what happens is that users help each other to find out the answers they need such that they can take the best decision in order to complete their given task. During this informal learning process users start trusting each other and form small groups, communities and networks that allow them to stay in touch and monitor each other’s activities. This is the bubble of the social computing capabilities. (click)And finally we reach the end of the user journey where the user has taken a decision and he now needs to access the appropriate tools and applications in order to complete the given task. In order to complete the next step of a process. For example we need to provide a web app that is capable of capturing the product configuration and the order details from the user for the (mobile: mobile phone and the tariff bundle, car: car model and the extras) his is ordering and then submit that order to the appropriate infrastructure application for further processing.(click)Since we led the user to complete his tasks successfully, with confidence about his decision then that means less frustration for the user, which means happy customers which in turn translates to increase in sales and productivity.(click)Now we start seeing an increase on the ROI and our investments on those technologies are having a positive outcome.(click)And since companies are pushing for continues improvement business must stay agile and flexible in order to evolve their products and services or introduce new ones and then push the updates in a timely manner back in to the market.This is the complete, end-to end, Enterprise 2.0 vision. Taking the user through a successful journey, allowing them to be informed,interact with other users, take good and educated decisions and ultimately complete their business transaction in a fast and painless way.
So what happens when you don’t integrate your applications with web 2.0 tools and in general the social web? I believe that you end up with “naked” applications!
You and up with lots and lots of these. Users will start using tools that are freely available to them on the internet or the intranet. Wikis, blogs, Google Docs repositories and then you’ll end up with disconnected knowledge coffins that are out of context from your business process and applications. This is what we call (click for animation) Department 2.0We are not suggesting that you withdraw your facebook presence or stop youtube activity, if you already have one, and we encourage you to take advantage of the biggest social networks out there. But what we really saying is that you need to create and control your own social networks similar to twitter and utilize web 2.0 tools like bolgs and wikis, that are linked in the flow with your applications and business processes.
So if your web 2.0 is not integrated in the flow with the applications and your processes then there is a (click for animation) disconnect of the added value that users offer. All of the content that users share like ratings, opinions and feedback, even the interaction between the users is lost and you will not be able to associate a discussion that is going on which is relevant in completing a particular business process, running on one of the infrastructure applications.
This slide shows Oracle’s Enterprise 2.0 solution. At the bottom end we have all the enterprise applications like Siebel, PeopleSoft, E-Business Suite, SAP, but also custom or line of business applications. In addition we can have number of business processes and a variety of information sources like databases, business intelligence or 3rd party content repositories. The second tier usually consist of the integration layer which is typically based on a SOA approach using web services and a number of adapters in order to pull and push data from the various information sources. This layer also includes the identity management systems for implementing a single sign on. Keep in mind the second layer is optional and not mandatory. And then the third tier has the Enterprise 2.0 platform which in Oracle is made up of three major components. Each component is a product in its own right, and those are from the left:We have our portal and enterprise mash up tools, including development tools to build standards based portlets and rich internet applications. This is also the main area where widgets and portlets capture all functionality and data which goes all the way to the business applications. Using a tool called composer business users can browse the widgets library and add any widget or portlet or their pages. Next in the middle, we have a bundle of social computing services like activity streams, discussion forums, blogs, tagging and ratings which can be injected as portlets within your portal. And you don’t even need to develop a new portal in order to integrate the social media services, but those can be consumed from your existing portal.And then on the right we have the content management box which offers document management capabilities and web content management functionality in order to facilitate rapid deployment of web sites and web content. Alongside with all the typical enterprise content management software components like digital asset management, records management, imaging and transactional content management.With oracles E2.0 approach you will be able put together enterprise or departmental portals, team spaces and collaborative applications, dashboards exposing reports and data from multiple sources, composite and rich internet applications and last but not least create all of these using a multi channel UI.
Now this is the same E2.0 vision slide that I went over in detail but this time I have added in with red font the various Oracle E2.0 products that can be used in order to implement each stage of the user journey. So we have WC Framework and the WCM modules that give you the ability to deploy rich internet applications and web sites, we have UCM providing enterprise class content management, our WebCenter Services is used to injects the social web 2.0 capabilities, Intelligent Collaboration adding your social computing needs in the vision, and last using SOA & BPM we integrate the enterprise applications.
There are also some important design principles that we need to follow as much as we can when implementing an Enterprise 2.0 strategy
The key message here is that we finally need to realize that users add value via their actions, and we need to be able to capture the users’ unstructured activity and utilize it in the best possible way. And at the same time recognize those users that participate in those activities. Also we need to maintain the added value in the flow of our normal business operations. Associate the discussion that is going on between experts and users which has solved a specific product issue and post that our support site recognizing the contributors, or link in the customer opinions and ratings that they have left on our web site for our products with the internal product design process, and recognizing that we have actually done that.
E2.0 is a strategy it’s and we need to make sure that we start planning for the complete end to end vision. This does not mean that we are suggesting a big bang approach and start implementing all those bubbles as once. You can start with a subset of those bubbles and I am sure that some of those are already in place for instance you already have a web site or some business applications. But at the same time we need to look down the line and make sure that the existing bubbles or the ones that we are planning to implement will link in easily with the future bubbles. So for instance link our web site with our social web and the business applications appropriately using the right tool sets and best practice architecture.
Q. How important is all this really to Oracle?Critically and strategically important. We are building all of these capabilities into our next generation of applications, and making sure that existing applications customers can make use of the same capabilities engineered to work with their current business appsAnyone who has seen the preview of Fusion Applications at this year’s OpenWorld will have seen that things like Activity Streams, Tagging, Discussion Forums, People Connections and Content Management are ubiquitous in the new Fusion Apps modules
Achieving the Enterprise 2.0 vision Vasken Knouni Sales Solution Specialist for Enterprise 2.0 September 2010
Agenda What is Enterprise 2.0 and the CIO dilemma How does the Enterprise 2.0 vision look like Getting there: strategies and capabilities Conclusions Question & Answers
“Enterprise 2.0 is the use of emergent social software platforms within companies, or between companies and their partners or customers.” by Andrew MacAfee May 27, 2006
Social software is in your business Social software enables people to rendezvous, connect or collaborate through computer-mediated communication and to form online communities. (Wikipedia’s definition).
Collaboration drives innovation ... Find and connect with people across boundaries Rapidly distribute ideas, experiences and knowledge Become aware of what others are doing Tap into the knowledge of your informal network
SO WHAT? – I WANT TO: Increase Sales Increase Productivity Increase Awareness Increase Brand Recognition Better Investments (ROI) Better Customer Service Better Products Retain and Acquire Customers and Employees Achieve maximum uptime of systems Lower Costs
Need to merge social computing and applications Introduce social computing tools in the flow of the applications in order to retain the context Enterprise 2.0 creates solutions with a set of capabilities and technologies that can enhance business processes
Source: “Leading in Times of Transition: The 2010 CIO Agenda”, Gartner, January 2010 Top CIO Initiatives for 2010
Key Enterprise 2.0 message for achieving a tangible ROI Users add Value 1 E2.0 in the Flow 2
The Enterprise 2.0 story ContentManagement Usersaccess multiple Apps according to security Retain customers by providing relevant content Content is delivered depending on customer Social Computing Engage customers with a user friendly web site Web Applications Users help each other to find the answers they need Users interact and share opinions via forums, blogs, chat Expose tools to help people complete their tasks Rich Internet Applications (RIA) Tag clouds, links, and activity stream facilitate Social Web (Web2.0) Users form social business networks Business agility and evolution of products & services Sales are doing well Less Frustration = Increase Productivity & Sales Overall Return On Investment improves Continues Improvement ROI Increase
What if you don’t Integrate the Applications with the Web2.0 tools?
The non-integrated approach: Web2.0 “knowledge coffins” out of Context “Department 2.0”
No chance of integrating into Existing Business Applications?
What Gartner Is Saying “Organizations should define the role of portal infrastructure relative to investments in converging technologies, such as web content management, social networking, analytics and enterprise mashups.” Generation 7 Portals: Unifying the User Experience, Gartner
Oracle Enterprise 2.0 solution Enterprise Portals Team Spaces Dashboards Composite Apps & RIA Collaborative Applications Multi-Channel Access Enterprise 2.0 Platform Portal Oracle WebCenter Suite Social Media Oracle WebCenter Services Content Management UCM/ECM/TCM Integration Infrastructure Identity Management Search Web Services Adapters Content SOA & BPM Third party repositories CRM ERP Legacy Applications BI Data Sources
The Enterprise 2.0 Story with Oracle ContentManagement UCM Usersaccess multiple Apps according to security Retain customers by providing relevant content Content is delivered depending on customer Social Computing Intelligent Collaboration Web Applications SOA & Apps Engage customers with a user friendly web site Users help each other to find the answers they need Users interact and share opinions via forums, blogs, chat Exposing tools to help people complete their tasks Rich Internet Applications (RIA) WC Framework WCM Tag clouds, links, and activity stream facilitate Social Web (Web 2.0) WC Services Users form their social networks Business agility and evolution of products & services Benefit Less frustration = Increase Productivity & Sales Overall Return On Investment improves Benefit ROI Benefit Continues Improvement
Design principles of E2.0 Engineered to work with the infrastructure applications which run your business Architecture on open standards Data and infrastructure residing on cloud Relatively small web applications Web apps surfaced on platforms via WOA services (using REST or standards based portlets). Apps can be surfaced on multiple channels: On the web, On mobile devices, Point of sales Web applications are customizable
Oracle E2.0 tagcloud of applications fans opinions agility customer product design customer driven business openness Generation Y contribute participate engage expert finder capture intellectual property social commerce changing workforce transparency social business changing citizens share community based support community driven self service experiences
Key E2.0 message Users add value 1 E2.0 in the Flow 2
E2.0 Strategy - Complete vision ContentManagement Usersaccess multiple Apps according to security Retain customers by providing relevant content Content is delivered depending on customer Social Computing Engage customers with a user friendly web site Web Applications Users help each other to find the answers they need Users interact and share opinions via forums, blogs, chat Expose tools to help people complete their tasks Rich Internet Applications (RIA) Tag clouds, links, and activity stream facilitate Social Web (Web2.0) Users form social business networks Business agility and evolution of products & services Sales are doing well Less Frustration = Increase Productivity & Sales Overall Return On Investment improves Continues Improvement ROI Increase
Bottom Line People Content Bringing together structured and unstructured information Empower people and decision making by working together Process Applications and tools to help people do their jobs If you don’t have a social strategy, you better go get one
Q: So where is Oracle going? A: Embedding E2.0 capability into all of our Applications Oracle WebCenterSuite – User Experience Platform Oracle WebCenter Oracle Fusion Applications Oracle UCM Suite