Simplify, simplify, simplify - the evolution of business to an easier model for social business decision making as presented at #SBF12

1. social, connected,
and collaborative
will employees and customers build
the future enterprise together?
esteban kolsky
thinkJar
@ekolsky
esteban@estebanjkolsky.com

2. can you define a social enterprise?
(not the traditional, non-profit,
for the social good definition)
most people pass, but we all agree on a
few points: an organization 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 better

3. social is not the whole picture…
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Online Offline
@RabidDog1973?

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 committing

5. dissociated engagement
consumers’ ranking businesses’ ranking
reasons for interacting with reasons they think consumers
companies via social sites follow them via social sites
perception 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. eroding trust among consumers
60
50
53 51 51
47 48
40
36
30 30
25
20
10
0
Business Media NGOs Government
2011 2012

7. cross-channel versus multi-channel?
better integration, optimization
silo semi-integrated integrated
single channel multi-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. finally, the collaborative enterprise
of course, collaboration is the goal
a collaborative enterprise is where E2.0
(internal) and SCRM (external) merged to
form platform where partners, customers,
employees, suppliers and other
stakeholders meet to collaborate and
purposefully co-create value

9. collaborative is not the final answer either
biggest mistake
collaboration as a journey or
a stop on the path to better work
it is the destination, not the journey
second mistake
collaboration is very hard to do; it is not
just try and see what happens
proper planning is the difference here

10. what do we have left then?
three core concepts
channels (social)
engagement (connected)
collaboration (collaborative)
the essence of social business

11. we say this is a business problem
competitive
customer
forces
demand
process
+ strategy
channels,
legal partners and
environment suppliers
business
Social
model
Business
Model metrics and
financial
measurement
demands
governance
+ people technology
culture and technological
social issues change

12. we create complex business plans

13. what if this was a physics problem?

14. simple equations make business decisions
collaboration = engagement x channel
collaboration collaboration
engagement =
channel
engagement channel collaboration
channel =
engagement

15. decision making process
social business strategy
client-facing operations internal operations
enterprise 2.0 (internal)
social CRM (external)
community
community
function
function
channel
channel
rules
rules
biz
biz

16. the final architecture is this
R&D PLM KM CRM ERP …
social business platform
integration engine
rules engine reputation engine
collaboration engine
channels (social or not)
communities

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 collaboration

18. decisions you have to make, using model
• identifying the right people (engagement)
• bringing them into the right place (channel)
• getting the right value (collaboration)
• integrating the data (channel)
• acting on it (collaboration)
• making it work long term (engagement,
collaboration)
• fostering engagement (engagement,
collaboration, channel)

19. final considerations to focus on
• segmenting
– cannot do cross-channel without proper
segmentation
– segment based on use cases, JTBD – not revenue
• metrics
– need to change your metrics to adapt to what is
necessary
– effectiveness over efficiency
• technology is not solution, it aids the solution
– people, process, technology, governance, metrics
all play a role

20. ask questions and discuss…

21. social, connected,
and collaborative
will employees and customers build
the future enterprise together?
esteban kolsky
thinkJar
@ekolsky
esteban@estebanjkolsky.com