Michael Fauscette, Group Vice President, SBS
©Copyright 2009 IDC
2009 IDC 10-09

© 2009 IDC 10-09

Why do I care?
 Customers are congregating.
 There is a massive aggregation of thoughts and perspectives.
 Customers are talking about your company/your products.
 Customers are tired of old interaction models that are defined
by the company and at the company's convenience.
 Customers want a voice & will seek out opportunities to be
heard.
© 2009 IDC 10-09

Disruption
 Web 2.0 is not a
single disruption, it's
a ripple.
 Web 2.0 will demand
giving up control to
the crowd.
 The democratization
of technology
distributes power and
influence.
© 2009 IDC 10-09

The Social Enterprise
Democratization and
Empowerment:
Spreading control across a broad
audience, adding value, building
relationships, conversations and
increasing transparency
It’s not just “tools”,
it’s changing processes
and culture
© 2009 IDC 10-09

The Social Enterprise
External
Sales – Marketing – Product – Support - Service
Blogs – Communities – Social Networks - Ideasourcing
– Microblogs – Syndication – Virtual Conference - Video
Wiki’s – Social Analytics – Collaboration – Mashups –
Platforms -
Internal
© 2009 IDC 10-09

The Social Enterprise
People
become the platform
No Silos
© 2009 IDC 10-09

Social Software Solutions
Consumer
Apps Collab CRM Content PLM
Apps
Social Platforms
Social Analytics
EPPM SCM HCM Financials
Stand-a-lone Embedded
Stand-a-lone
Social Apps Social Social
Platforms Features
© 2009 IDC 10-09

Social Tools
Enterprise video (YouTube or 26.0% 21.1% 52.9%
VMP)
Collaboration platform 45.9% 16.9% 37.2%
Community platform 21.3% 18.7% 60.0%
Facebook fan pg or other social 27.6% 16.7% 55.7%
network company profile
Twitter, facebook or other Web 2.0 25.4% 20.9% 53.7% Use Now
tool for customer service
Public microblog for marketing 23.3% 16.1% 60.6%
Plan to implement
in next 12 mos
Ideasourcing / crowdsourcing tool 18.5% 21.5% 60.0%
Don't use / no plan
to implement
Wiki's 29.0% 11.3% 59.6%
Blog 32.0% 13.5% 54.5%
N=503 0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Source: IDC Appstats Survey Sep 2009
© 2009 IDC 10-09 9

Using Social Tools
25.7%
Partner focus
Ideasourcing / 52.0%
crowdsourcing tool Employee
63.7%
focus
Customer
Focus
16.7%
Wiki's 76.9%
39.8%
15.0%
Blogs 54.1%
69.5%
N=
220 Blogs
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
186 Wiki's
179 Ideasourcing /
crowdsourcing
tool Source: IDC Appstats Survey Sep 2009
© 2009 IDC 10-09 10

What’s happening?
Sales Marketing
 The “mom & pop”  Sentiment
effect  My way
 Mining social data  Customer defined
 Predicting needs products/services
 Loyalty (+analytics)
PR Customer Service
 Transparency  Community
 Collaborate / partner  When, where, how
 1:1  Preventative
 User generated
content
© 2009 IDC 10-09 11

The Next Gen Web
Web 1.0 Web 1.5 Web 2.0 Web 3.0
Static
Web
Transaction
Web
Social
Web ? Semantic
Web
© 2009 IDC 10-09

The Next Gen Web
 Real-time
 Mobile
 Ubiquitous access
 Built for Web communication
 Decentralized
 Modular / reusable
 Increasing
interconnectedness
© 2009 IDC 10-09

With Video….
 Trust
 Connection
 Visual instincts
© 2009 IDC 10-09

The Next Gen Web – Mobile Platform
© 2009 IDC 10-09

The Next Gen Web – Mobile Users
Share Of U.S. Online Users Also Accessing The
Internet Through a Mobile Device
Time: 45 hr/wk total
38 hr/wk Stationary
7 hr/wk Mobile (5%) Also Mobile Use
31.9%
No Mobile Use
68.1%
Total number of U.S. Internet users in 2008: 247.1M*.
Total number of U.S. mobile Internet users: 78.8M.
n = 3176. Mobile users = respondents who reported using one of the following to access the Internet: portable game console, feature phone, smart phone, Internet tablet,
personal media player, personal navigation device, e-book reader. * Source: Digital Marketplace Model and Forecast v1.3 draft, forthcoming.
© 2009 IDC 10-09

The Next Gen Web - Mobile Content
News
Weather
Entertainment
Local information
Sports
Health
Technology
Travel
Business and finance
Cars
0% 20% 40% 60% 80% 100%
Mobile Usage Stationary Usage
© 2009 IDC 10-09

Some Implications
 Mobile
 People as the  Real-time
platform
 Collective intelligence
 Trust  Video
 Ubiquitous information
access
 Conversations
 Always on  Transparent
 Shared Control
© 2009 IDC 10-09

Conclusions: Social CRM
 Not a replacement for traditional CRM but
builds on top of current processes.
 Is a part of a broader strategy.
 Requires a re-thinking of relationships & who
controls those relationships.
 Is about fundamental cultural changes
 Is about shifting control
© 2009 IDC 10-09

 Expect first efforts to be a learning
process
 Develop a strategy
 Use tools to support the strategy
 Part of the process is moving
control from you to your customer
© 2009 IDC 10-09

Contact
Michael Fauscette
mfauscette@idc.com
Twitter: @mfauscette
Blog: www.mfauscette.com
© 2008 IDC
© 2009 IDC 10-09