Social, connected, and collaborative

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Social, connected, and collaborative

  1. 1. social,  connected,     and  collabora/ve  will  employees  and  customers  build   the  future  enterprise  together?   esteban  kolsky   thinkJar   @ekolsky   esteban@estebanjkolsky.com  
  2. 2. can  you  define  a  social  enterprise?   (not  the  tradi/onal,  non-­‐profit,     for  the  social  good  defini/on)   most  people  pass,  but  we  all  agree  on  a  few  points:  an  organiza(on  that  leverages  social  channels  to  interact  with  customers,   partners,  employees,  suppliers  and  other   stakeholders  for  the  purpose  of  bringing   them  closer  and  help  them  work  be7er  
  3. 3. social  is  not  the  whole  picture…   noise   noise   noise   noise   noise   noise  noise  noise   noise   noise   noise  noise   noise   noise   noise   noise  noise   noise   noise  noise   noise  noise  noise  noise   data   noise  noise  noise   noise   noise   noise  noise  noise   noise   noise  noise   noise   noise   Online   Offline   @RabidDog1973?  
  4. 4. what  about  a  connected  enterprise?   this  is  trickier;  most  people    define  it  around  engagement  and  trust  I  like  to  add  elements  of  cross-­‐channel   experiences  and  make  sure  there  is  a   business  purpose  to  the     engagement  before  commiHng  
  5. 5. dissociated  engagement   consumers ranking businesses ranking reasons for interacting with reasons they think consumers companies via social sites follow them via social sites percep/on  gap   discount (61%) learn about new products (73%) purchase (55%) general information (71%) reviews & product rankings (53%) submit opinion on current products/services (69%) general information (53%) exclusive information (68%) exclusive information (52%) reviews & product rankings (67%) learn about new products (51%) feel connected (64%)submit opinion on current products/services customer service (63%) (49%) customer service (37%) submit ideas for new products/services (63%) event participation (34%) be part of a community (61%) feel connected (33%) event participation (61%) submit ideas for new products/services purchase (60%) (30%) be part of a community (22%) discount (60%)
  6. 6. eroding  trust  among  consumers  60  50   53   47   51   51   48  40   36  30   30   25  20  10   0   Business   Media   NGOs   Government   2011   2012  
  7. 7. cross-­‐channel  versus  mul0-­‐channel?   be3er  integra0on,  op0miza0on   silo   semi-­‐integrated   integrated   single  channel   mul0-­‐channel   cross-­‐channel   E   E R   K   D D D D D D K K K K K K W D W P R R R R R R K UC   P   M S   W E   C   P   M M R C C   S D   S   1980   1995   2010  S  –  SMS,  W  –  Web,  E  –  Email,  C  –  Chat,  P  –  Phone,  M-­‐  Social  Media,  D  –  Data,  K-­‐  Knowledge  
  8. 8. finally,  the  collabora/ve  enterprise   of  course,  collabora(on  is  the  goal   a  collabora/ve  enterprise  is  where  E2.0  (internal)  and  SCRM  (external)  merged  to  form  plaCorm  where  partners,  customers,   employees,  suppliers  and  other   stakeholders  meet  to  collaborate  and   purposefully  co-­‐create  value  
  9. 9. collabora/ve  is  not  the  final  answer  either   biggest  mistake   collabora0on  as  a  journey  or     a  stop  on  the  path  to  be3er  work       it  is  the  des(na(on,  not  the  journey   second  mistake   collabora0on  is  very  hard  to  do;  it  is  not   just  try  and  see  what  happens   proper  planning  is  the  difference  here  
  10. 10. what  do  we  have  leb  then?   three  core  concepts     channels  (social)   engagement    (connected)  collabora(on                      (collabora0ve)     the  essence  of  social  business  
  11. 11. we  say  this  is  a  business  problem   competitive customer forces demand process + strategy channels,legal partners andenvironment suppliers business   Social model   Business Model metrics and financial measurement demands governance + people technology culture and technological social issues change
  12. 12. we  create  complex  business  plans  
  13. 13. what  if  this  was  a  physics  problem?  
  14. 14. simple  equa/ons  make  business  decisions   collabora/on  =  engagement  x  channel   collabora/on   collabora/on   engagement  =     channel  engagement   channel   collabora/on   channel  =     engagement  
  15. 15. decision  making  process   social  business  strategy   client-­‐facing  opera0ons   internal  opera0ons   enterprise  2.0  (internal)  social  CRM  (external)   community   community   func/on   channel   func/on   channel   rules   rules   biz   biz  
  16. 16. the  final  architecture  is  this  R&D   PLM   KM   CRM   ERP   …   social  business  plaiorm   integra/on  engine   rules  engine   reputa/on  engine   collabora/on  engine   channels  (social  or  not)   communi/es  
  17. 17. benefits  of  doing  this  right  outside  of  the  business   inside  of  the  business   customer     …but  cannot     has  an  idea…   implement  the  idea     customer  creates   …company  creates   knowledge…   same  knowledge   customer  knows  fix   …company  has   for  problem…   problem  to  be  fixed   firewall  inhibits  engagement  and  collabora0on  
  18. 18. decisions  you  have  to  make,  using  model   •  iden/fying  the  right  people  (engagement)   •  bringing  them  into  the  right  place  (channel)   •  geHng  the  right  value  (collabora/on)   •  integra/ng  the  data  (channel)   •  ac/ng  on  it  (collabora/on)   •  making  it  work  long  term  (engagement,   collabora/on)   •  fostering  engagement  (engagement,   collabora/on,  channel)  
  19. 19. final  considera/ons  to  focus  on  •  segmen/ng   –  cannot  do  cross-­‐channel  without  proper   segmenta/on   –  segment  based  on  use  cases,  JTBD  –  not  revenue  •  metrics   –  need  to  change  your  metrics  to  adapt  to  what  is   necessary   –  effec/veness  over  efficiency  •  technology  is  not  solu/on,  it  aids  the  solu/on   –  people,  process,  technology,  governance,  metrics   all  play  a  role  
  20. 20. ask  ques/ons  and  discuss…  
  21. 21. social,  connected,     and  collabora/ve  will  employees  and  customers  build   the  future  enterprise  together?   esteban  kolsky   thinkJar   @ekolsky   esteban@estebanjkolsky.com  

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