Avoiding Social Silos by Samir Ghosh
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This document discusses the need for contextual social collaboration in businesses. It notes that while businesses have tried to centralize information in the past, email and individual siloed applications have prevented true collaboration. The presentation argues that social media has now surpassed email as the primary communication method, and cloud technologies allow for centralized collaboration platforms. An ideal platform would embed collaboration and social features directly into business processes and applications to break down silos. This would enable contextual recall and ad hoc workflows across departments in a way that current disconnected social "add-ons" to individual apps do not support.
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Avoiding Social Silos by Samir Ghosh
- 1. Avoiding Social Silos SugarCon 2011 Samir Ghosh VP Business Development & Strategy Qontext Inc. © Qontext Inc. 2011
- 2. WHAT IS BUSINESS SOCIAL COLLABORATION?
- 3. Social Individuals Groups Purpose = External Internal Communities Purpose = Social Business, Communities (Workplace, Partners, …) Jobs (Customers) Facebook MySpace Twitter Twitter LinkedIn Jive Lithium Qontext Email Social Yammer Chatter Jive Qontext Social Media Social Collaboration © 2010 Samir Ghosh
- 5. Social Passes Search & Email! • Facebook > Google – Avg weekly traffic (3/13/10)1 – Business traffic (4/16/10)2 • Social Networking > Email – #users > email (7/09)3 – Usage > email (11/07)3 © Qontext Inc. 2011
- 6. “I know more about what my friends are doing than my own direct reports and colleagues.” © Qontext Inc. 2011
- 7. Social Social Purpose Functionality © Qontext Inc. 2011
- 8. Business is Social • Business is “socializing with a purpose” – Hugh MacLeod (gapingvoid.com) • “All business is becoming Social Business” – Dion Hinchcliffe, SVP at Dachis Group © Qontext Inc. 2011 8
- 9. Markets are empowered “A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.” – Cluetrain Manifesto © Qontext Inc. 2011 9
- 10. So empower Employees “In a world where a single tweet can torpedo your brand, you must empower your employees to solve the problems of empowered customers.” – Josh Bernoff, Forrester
- 11. Social Customers Employees Purpose = External Internal Communities Purpose = Social Business, Communities (Workplace, Partners, …) Jobs (Customers) Facebook MySpace Twitter Twitter LinkedIn Jive Lithium Qontext Email Social Yammer Chatter Jive Qontext Social Media Social Collaboration © 2010 Samir Ghosh
- 12. WHAT’S LACKING?
- 13. Social Individuals Groups External Internal Communities Purpose = Purpose = Social Business, Jobs Communities (Workplace, Partners, (Customers) …) Synchronous Asynchronous Synchrono Asynchron Synchronous Asynchrono Synchronous Asynchronous us ous (Chat) us (Forums) (IM/Pres/Cha t) (Discussions, Files) Facebook Gmail chat chat Facebook MySpace LinkedIn Push Pull Power? Persistency? Email Social Privacy? © 2010 Samir Ghosh
- 14. © Qontext Inc. 2011 14
- 16. Email • Short messages, Long messages • Group messages, private messages • Business, personal, mixed priorities • Document & file sharing • Scheduling • Tasks / To Do’s • Approvals & workflow processes • Polling, quizzing, surveying • Socializing, joking • Alerting • Newsletters & Subscriptions • Broadcasting • Group discussions • … © Qontext Inc. 2011
- 17. Too many nails…Too many emails! • 88% of professionals often receive unnecessary email • 55% report email at their enterprise is “poor to fair”. • 54% often receive warnings that inbox is over‐the‐limit. • 25% of email processing time is wasted = 15 wasted days/year/employee. (For 10k employee co = $152M wasted wages) CohesiveKnowledge shared cumulative results from more than 1,000 corporate employee surveys conducted in 2005.
- 18. Slave to Email • Each email is identically weighted. • Reactionary. Anyone can email you. • Become Pavlovian slaves to email. • Majority is SPAM (85% of incoming mail is "abusive email"*) • Occupational “reply all” spam. • Email technology stagnant for 20 years! Ooooh…threading! *Messaging Anti-Abuse Working Group, 100 million mailboxes, 2007
- 19. Co-Authoring • Where is the latest version? • I have 3 copies in my inbox, but maybe it’s not the latest. • Let me ask the author. • How do we all edit same document? • Where did my changes go? © Qontext Inc. 2011 19
- 20. Other Problems with Email • “Delete Dilemma” • Inefficient storage (duplicates) Life cycle management = Quotas • Poor transmission security (public network) • Unreliable/unpredictable delivery (time) • To vs CC vs BCC (etiquette?) • Incompatible formats (“winmail.dat”) © Qontext Inc. 2011
- 21. • Need to know who needs info when sending it • Then it sits in individuals’ inboxes • Info is undiscoverable • Info is non-contextual © Qontext Inc. 2011 © Qontext Inc. 2011 21
- 22. TIMING IS EVERYTHING 22
- 23. “De-Silo’ing” The benefits of info centralization have been touted for decades: • Search (I know it exists) • Discovery (I don’t know it exists) • Transparency • Document Management • Compliance & Governance • Knowledge Management • Calendaring & Scheduling • … © Qontext Inc. 2011 23
- 24. Centralization Perfect Storm • Cloud technologies • SaaS availability & acceptance © Qontext Inc. 2010 24 © Qontext Inc 2011
- 25. Contextual Collaboration “One of the holy grails in the collaboration market is the ability to embed collaboration services directly into business processes.” Matthew W. Cain Research VP Gartner, Inc.
- 26. Social Social Purpose Functionality © Samir Ghosh 2011
- 27. business Business Social Purpose Functionality CRM, HRMS, SFA, Financials, … © Samir Ghosh 2011
- 28. Social Silos Orders Vendors adding HR proprietary social “features” to their CRM applications are creating disconnected social silos. © Qontext Inc. 2011 28
- 29. Reality However, ad hoc workflows actually span across functions, geographies and applications. Qontext Social Platform CRM HR Orders Custom © Qontext Inc. 2011 29
- 30. Social Contextual Collaboration Contextual Collaboration Contextual Recall © Qontext Inc. 2011 30
- 31. Thank you! Samir Ghosh sugarcon.qontext.com VP Business Development & Strategy Qontext, Inc. samir.ghosh@qontext.com www.qontext.com Twitter: @samirghosh Twitter: @qontext 1 YEAR FREE if Blog: workasone.com you register in (650) 963-4744 April Booth: 402 © Qontext Inc. 2011 31