These are the slides I presented at SugarCon 2010

1. WHAT DOES IT MEAN TO BUILD A SOCIAL
ENTERPRISE, AND HOW TO DO IT
ESTEBAN KOLSKY - THINKJAR

4. client-facing operations internal operations
social CRM (external)
enterprise 2.0 (internal)
community
community
channel
function
function
channel
rules
rules
biz
biz
social business pivot point

5. in the absence of agreement about its
meaning, the term social is used in
many different senses and regarded as
a fuzzy concept
a fuzzy concept is a concept of which the
content, value, or boundaries of
application can vary according to
context or conditions, instead of being
fixed once and for all
http://en.Wikipedia.org

6. • collaboration
• responding to the social customer
• togetherness
• common v,m,g & o
• opening the kimono
• not kumbayah

7. traditional 1:1 relationship socially enhanced 1:1:M relationship
C S
C
M R
R M

8. client-facing operations internal operations
social CRM (external)
enterprise 2.0 (internal)
R&D
community
function
channel
rules
ERP
biz
SCM
social business pivot point

9. start here • social functions
• experiences
sales • data warehouse
marketing • eai, soa/rest, ws
service • portals, mashups
end-end process • business rules
scrm strategy
• service level agreements
guidelinesrules • measurement programs
EFM metrics • analytical programs
analytics • segmentation rules
• purpose for each one
wiki forum blog physical • guiding principles
• use rules and guidelines
collaboration wiki microblog • privacy and security
• channel-specific
structured object-centric • resources available
goal-oriented • purpose
ad-hoc impromptu twitter • processes to support
• integration needs

10. analytics
feedback
measurement
service
level
agreement
business
rules
segment

11. start need? yes want? yes fit? yes
no no no
no joy
deploy governance no plan?
yes
pr plan strategy integration yes silo?
yes no no no
pr? yes strategy?

13. a commune is a cacophonic group. a commune is a
many-to-many disorganized conversation with no
rules or enforcers
a collective is a one-way conversation when a group of
users shares a common goal, with strict operating
guidelines, a hierarchy, and an entity that “leads”
ensuring all users have the same goal
a community is a like-minded group of individuals that
favors two-way communication as a way to increase
their power and knowledge. communities are self-
regulated and self-administered

14. function function
business function
rules rules
experience
social noise
survey
channel channel
customer (maybe) customer
community