Community Relationship Management

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Community Relationship Management

  1. 2. Enterprises Going Social Community Relationship Management Social Computing for Businesses beyond the four walls of the corporation Christof Sprenger, [email_address] Platform Architecture Team Microsoft
  2. 3. Overview Open Space/Roundtable Sessions
  3. 4. Agenda <ul><li>Social Computing Drivers and Challenges? </li></ul><ul><li>Business to Community Relationship Management Solutions </li></ul><ul><li>Architecture of B2CRM solutions </li></ul>
  4. 5. Social Computing Drivers and Challenges
  5. 6. Web 2.0 Many colorful definitions
  6. 8. Technology Foundation
  7. 9. Is that it? <ul><li>As always: Technology is “only” the enabler </li></ul>many of these Technologies have been known before the term Web 2.0
  8. 10. The Social Web
  9. 11. Enterprise 2.0 <ul><li>Enterprise 2.0 is the use of emergent social software platforms within companies, or between companies and their partners or customers. </li></ul>Andrew McAfee, http://blog.hbs.edu/faculty/amcafee
  10. 12. Enterprise and Social ?
  11. 13. Challenges <ul><li>Social computing does not allow upfront planning & rigid process </li></ul><ul><li>very dynamic and innovative environment </li></ul>
  12. 14. The Need for Different Models <ul><ul><li>Mobilizing Resources </li></ul></ul><ul><ul><li>a general trend in the industry, the internet is “only” leading </li></ul></ul><ul><ul><li>Programs vs. Platforms </li></ul></ul><ul><li>From Push to Pull </li></ul>John Hagel & John Seely Brown “From Push to Pull-- Emerging Models for Mobilizing Resources” October 2005
  13. 15. B2CRM Solutions
  14. 16. Existing approaches and Patterns <ul><li>Modern, fresh web presence </li></ul><ul><li>Viral marketing </li></ul><ul><li>Presence in Social Networking Services </li></ul><ul><li>Community created content </li></ul><ul><li>Encouraging employees to share </li></ul><ul><li>Engaging closer with a select group </li></ul>
  15. 17. Business to Community Relationship Management Marketing & Sales Customer Support Training New Product/Service Development Hiring
  16. 18. Business to Community Relationship Management
  17. 19. Some success stories
  18. 20. Viral Content
  19. 21. Jeep’s presence on Facebook
  20. 22. Dell's Ideastorm
  21. 23. Business to Community Relationship Management Marketing & Sales Customer Support Training New Product/Service Development Hiring
  22. 24. Today’s tools <ul><li>  Community Content management </li></ul><ul><ul><li>blogging, micro-blogging, tagging, rating, content sharing </li></ul></ul><ul><li>Social graph, contacts/friends, groups </li></ul><ul><ul><li>Identity Management </li></ul></ul><ul><li>Blog (News) Analytics </li></ul><ul><li>Content Creation support </li></ul><ul><li>Calendaring </li></ul>
  23. 25. Long Term Needs
  24. 26. Architecture of B2CRM solutions
  25. 27. Enterprise Social Computing - Solution Framework Desktop Browser Mobile Enterprise Portals Enterprise Social Computing Clients Web Communities Non-Affiliated Communities LOB Systems ECM BI LOB Integration Portal Framework Web Community Sites WCM … BPM Enterprise Search User Profiles … Customers Partners Enterprise Productivity Services Social Services Enterprise-to-Community Services EMM Enterprise Social Computing Platform
  26. 28. Business-2-Community Relationship Management On-Premise Solution Communities Employees Content Authoring & Management Administration Analytics Office Clients Windows .NET Framework SharePoint Server B2CRM Services LOB Systems AuthN AuthZ Community Content Management Community Intelligence Administration Community Networking Content Mgmt Business Intelligence LOB Integration Portal Metadata Mgmt 3 rd Party Social Networking Services 3 rd Party Social Media Services B-2-Community Portal SharePoint Portal SharePoint Portals
  27. 29. Why another Hub?
  28. 30. Presentation Publication
  29. 31. Business-2-Community Relationship Management On-Premise Solution Communities Employees Content Authoring & Management Administration Analytics Office Clients Windows .NET Framework SharePoint Server B2CRM Services LOB Systems AuthN AuthZ Community Content Management Community Intelligence Administration Community Networking Content Mgmt Business Intelligence LOB Integration Portal Metadata Mgmt 3 rd Party Social Networking Services 3 rd Party Social Media Services B-2-Community Portal SharePoint Portal SharePoint Portals
  30. 32. Community Engagement as a Business <ul><li>You could be trying to increase awareness, generate word of mouth, surface leads, save on support costs, and tap into innovation. But regardless, no corporate activity should go forward without a measurable goal, and this is no different. </li></ul>by Josh Bernoff, March 10, 2008
  31. 33. Business Intelligence 101 
  32. 34. B2CRM Intelligence Community engagement scorecard
  33. 35. Share our understanding Blog Web site Newsletter Podcast Vblog Screen cast Blogs Forums Web Sites Newsletters Screen casts Conferences
  34. 36. Aggregation and Interaction
  35. 37. Aggregation and Interaction
  36. 38. Business-2-Community Relationship Management On-Premise Solution Communities Employees Content Authoring & Management Administration Analytics Office Clients Windows .NET Framework SharePoint Server B2CRM Services LOB Systems AuthN AuthZ Community Content Management Community Intelligence Administration Community Networking Content Mgmt Business Intelligence LOB Integration Portal Metadata Mgmt 3 rd Party Social Networking Services 3 rd Party Social Media Services B-2-Community Portal SharePoint Portal SharePoint Portals
  37. 39. LOB Integration
  38. 40. Enterprise Project Management Enterprise Community Project Service ERP System Project management Account Profile Project Browsing Project Proposals Project Deliverables Identity Messaging Workflow
  39. 41. Summary
  40. 42. Business to Community Relationship Management
  41. 43. Summary <ul><li>Social </li></ul><ul><ul><li>For the customers </li></ul></ul><ul><ul><li>And for the employees </li></ul></ul><ul><li>Existing tools and Services build a solid basis </li></ul><ul><li>Productivity & Participation </li></ul><ul><li>Aggregation, Metadata & Analytics </li></ul><ul><li>Integration into existing Systems </li></ul>
  42. 44. References <ul><li>Web 2.0 in the Enterprise </li></ul><ul><ul><li>http://msdn.microsoft.com/en-us/library/bb735306.aspx </li></ul></ul><ul><li>OReily’s definition of </li></ul><ul><ul><li>http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html </li></ul></ul><ul><li>Clay Shirky’s ‘GIN, TELEVISION, AND COGNITIVE SURPLUS’ </li></ul><ul><ul><li>http://www.edge.org/3rd_culture/shirky08/shirky08_index.html </li></ul></ul><ul><li>Andrew McAfee Associate Professor, Harvard Business School </li></ul><ul><ul><li>http://blog.hbs.edu/faculty/amcafee/index.php/faculty_amcafee_v3/enterprise_20_version_20/ </li></ul></ul><ul><li>From Push To Pull, John Hagel & John Seely Brown </li></ul><ul><ul><li>http://www.edgeperspectives.com/pushmepullyou_download.pdf </li></ul></ul><ul><li>35+ Examples of Corporate Social Media in Action </li></ul><ul><ul><li>http://mashable.com/2008/07/23/corporate-social-media/ </li></ul></ul><ul><li>The Groundswell book </li></ul><ul><ul><li>http://www.forrester.com/Groundswell </li></ul></ul><ul><li>RD2 Inc.‘s Social Media Maturity Model </li></ul><ul><ul><li>http://rd2inc.com/solutions/ </li></ul></ul>
  43. 45. © 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  44. 46. Integration mandate Business-2-Community Relationship Management Solution Taxonomy

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