enterprise social computing beyond the four walls of the corporation

Enterprise Social Computing beyond the four walls of the corporation

Christof.Sprenger@microsoft.com

Agenda

Social Computing Drivers and Challenges

Business to Community Relationship Management

Solutions

Architecture of B2CRM solutions

Social Computing Drivers and Challenges

Web 2.0

Many colorful definitions

Technology Foundation

Is that it?

As always:

Technology is “only” the enabler

many of these

Technologies have been

known before the term

Web 2.0

The Social Web

Enterprise and Social ?

Enterprise 2.0

Enterprise 2.0 is the use of emergent social software

platforms within companies, or between companies and

their partners or customers.

Andrew McAfee, http://blog.hbs.edu/faculty/amcafee

Challenges

Social computing does not

allow upfront planning & rigid

process

very dynamic and innovative

environment

The Need for Different Models

Mobilizing Resources

Programs vs. Platforms

John Hagel & John Seely Brown

“From Push to Pull--

Emerging Models for Mobilizing Resources”

October 2005

Business to Community

Relationship Management

B2CRM Solutions

Existing approaches and Patterns

Modern, fresh web presence

Viral marketing

Presence in Social Networking Services

Community created content

Encouraging employees to share

Engaging closer with a select group

Business to Community

Relationship Management

B2CRM

Listen

Talk

SupportAdvocate

Engage

Some success stories

Viral Content

Jeep’s presence on Facebook

Dell's Ideastorm

Business to Community

Relationship Management

Marketing & Sales

Customer Support

Training

New Product/Service

Development

Hiring

Today’s tools

Community Content management

blogging, micro-blogging, tagging, rating,

content sharing

Social graph, contacts/friends, groups

Identity Management

Blog (News) Analytics

Content Creation support

Calendaring

Long Term Needs

Productivity, ease of use

Aggregation

Track Back

Analytics

LOB integration

Architecture of

B2CRM solutions

CommunitiesEmployees

B2CRM “Enterprise Social Software”

Enterprise Services

B2CRM

Services

LOB

Systems

3rd Party Social

Networking Services

3rd Party Social Media

ServicesCommunity

Portal

Business-2-Community Relationship Management

Solutions Framework

Why another Hub?

Awareness

Productivity

Metadata Analytics

Integration

CommunitiesEmployees

Content

Authoring

& Management

AdministrationAnalytics

Office Clients

SharePoint

Server

B2CRM

Services

LOB

Systems

AuthN

AuthZ

Community

Content

Management

Community

IntelligenceAdministration

Community

Networking

Content

MgmtBusiness Intelligence

LOB

IntegrationPortal

Metadata

Mgmt

3rd Party Social

Networking Services

3rd Party Social Media

Services

B-2-Community

Portal

SharePoint

PortalSharePoint Portals

Business-2-Community Relationship Management

Solutions Framework

CommunitiesEmployees

Content

Authoring

& Management

AdministrationAnalytics

Office Clients

SharePoint

Server

B2CRM

Services

LOB

Systems

AuthN

AuthZ

Community

Content

Management

Community

IntelligenceAdministration

Community

Networking

Content

MgmtBusiness Intelligence

LOB

IntegrationPortal

Metadata

Mgmt

3rd Party Social

Networking Services

3rd Party Social Media

Services

B-2-Community

Portal

SharePoint

PortalSharePoint Portals

Management

LOB Integration

Enterprise Project Management

Enterprise Community Project Service

ERP

Project

management

Account Profile

Project Browsing

Project Proposals

Project Deliverables

IdentityMessagingWorkflow

Service Bus Application Pattern

Service Registry

Naming

Service Orchestration

Federated Identity and

Access Control

Messaging Fabric

Clients Cloud ServicesOn-Premises

Desktop, RIA, Web

ESB Storage Compute

…Billing

Desktop, RIA, Web

Desktop, RIA, & Web Corp Service

Your Service

CommunitiesEmployees

Content

Authoring

& Management

AdministrationAnalytics

Office Clients

SharePoint

Server

B2CRM

Services

LOB

Systems

AuthN

AuthZ

Community

Content

Management

Community

IntelligenceAdministration

Community

Networking

Content

MgmtBusiness Intelligence

LOB

IntegrationPortal

Metadata

Mgmt

3rd Party Social

Networking Services

3rd Party Social Media

Services

B-2-Community

Portal

SharePoint

PortalSharePoint Portals

Business-2-Community Relationship

Management

Presentation Publication

http://www.slideshare.net/developers/apps/pptribbon

CommunitiesEmployees

Content

Authoring

& Management

AdministrationAnalytics

Office Clients

SharePoint

Server

B2CRM

Services

LOB

Systems

AuthN

AuthZ

Community

Content

Management

Community

IntelligenceAdministration

Community

Networking

Content

MgmtBusiness Intelligence

LOB

IntegrationPortal

Metadata

Mgmt

3rd Party Social

Networking Services

3rd Party Social Media

Services

B-2-Community

Portal

SharePoint

PortalSharePoint Portals

Business-2-Community Relationship

Management

Community Engagement as a Business

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.

by Josh Bernoff, March 10, 2008

Business Intelligence 101

Compare to goals

Aggregate (count, sum, average, ..)

Collect raw data

B2CRM Intelligence

Community engagement scorecard

Ch

an

nelsN

ew

sBeyond aggregation

Blog

Web site

Newsletter

Podcast

Vblog

Screen cast

Blogs

Forums

Web Sites

Newsletters

Screen casts

Conferences

Aggregation and Interaction

Aggregation and Interaction

Summary

Business to Community

Relationship Management

Summary

Social

For the customers

And for the employees

Existing tools and Services build a solid basis

Productivity & Participation

Aggregation, Metadata & Analytics

Integration into existing Systems

References

Web 2.0 in the Enterprise

http://msdn.microsoft.com/en-us/library/bb735306.aspx

OReily‟s definition of

http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

Clay Shirky‟s „GIN, TELEVISION, AND COGNITIVE SURPLUS‟

http://www.edge.org/3rd_culture/shirky08/shirky08_index.html

Andrew McAfee Associate Professor, Harvard Business School

http://blog.hbs.edu/faculty/amcafee/index.php/faculty_amcafee_v3/enterprise_20_version_20/

From Push To Pull, John Hagel & John Seely Brown

http://www.edgeperspectives.com/pushmepullyou_download.pdf

35+ Examples of Corporate Social Media in Action

http://mashable.com/2008/07/23/corporate-social-media

RD2 Inc.„s Social Media Maturity Model

http://rd2inc.com/solutions/

The Groundswell book

http://www.forrester.com/Groundswell

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