business made social - how social technologies and behaviour are changing the enterprise and the...

© 2012 IBM Corporation

Business. Made SocialHow social technologies and behaviour are changing the Enterprise and the relationship to customers

Stefan Pfeiffer | Marketing Lead Social Business Europe27/3/2012

© 2012 IBM Corporation2

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Mainframe

PCs

Internet

Social

Departmental

The 5th IT-Age:The Social Business Age

3


We are in the age of the Dandelion


Major Trends in the Age of the Dandelion

New Workplace Concepts – New Workplace and Working Time Models together with a global economy are changing the nature of work significantly.

Smart Phones & Mobility & BYOD – Users bring their own device: Smart Phones and Tablets, Apps like Dropbox are used for work.

Social everywhere - Social Channels are everywhere and having significant impact, in politics, private and for sure in business, too.

Cloud – Despite all legal discussion around Coud: The Cloud is already there, used privately and will enter IT.


These trends are amplifying each other

New Workplace Concepts – New Workplace and Working Time Models together with a global economy are changing the nature of work significantly.

Smart Phones & Mobility & BYOD – Users bring their own device: Smart Phones and Tablets, Apps like Dropbox are used for work.

Social everywhere - Social Channels are everywhere and having significant impact, in politics, private and for sure in business, too.

Cloud – Despite all legal discussion around Coud: The Cloud is already there, used privately and will enter IT.


„IDC Predicts Cloud Services, Mobile Computing, and Social Networking to Mature and Coalesce in 2011, Creating a New

Mainstream for the IT Industry.“Via http://www.idc.com/getdoc.jsp?containerId=prUS22593310

http://www.idc.com/getdoc.jsp?containerId=prUS22593310


Home Office


Home OfficeResistance to working remotely can come

from employees with concerns over the boundaries of their personal time being

compromised. It can also come from employers concerned over employee

abuses of working remotely in the form of personal calls from the corporate mobile phone or reduced productivity combined with less time in the office. Provided that

clear expectations and a "contract" between employer and employee is set, these

concerns can be overcome and abuses from either side can be mitigated.

June 2010, IDC #221309E


Think beyond IT – The nature of work is changing!

Working World of the Future

Temporary Contracts & Crowd Sourcing

Lifelong employer

Flexible working hours 9 to 5 – fixed office hours

Home Office & Remote Work

Office

Private Life Business & Career

Worklife Balance


Home Office? The wrong term … Mobile OfficeToday, the “office” is where you are


Type me …


Move me ...


Touch me ...


The Game Changer: Das iPad

Bill Gates gave it a try 2001. Steve Jobs succeded 2010. 37% of US IT workers are using

technology they master first at home, then bring to work.

64% of GenY download unauthorized applications at least once a week to get their job done

„The tablet era has just begun, but Forrester Research is already predicting tablet sales in the U.S. will overtake netbook sales by 2012, and desktop sales by 2015.“

Via http://techcrunch.com/2010/06/17/forrester-tablets-outsell-

netbooks/

http://techcrunch.com/2010/06/17/forrester-tablets-outsell-netbooks/







The Game Changer: Das iPad

Bill Gates gave it a try 2001. Steve Jobs succeded 2010. 37% of US IT workers are using

technology they master first at home, then bring to work.

64% of GenY download unauthorized applications at least once a week to get their job done

Smartphones0

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250

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350

400

450

500

2010 2011

PC's0

50

100

150

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250

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2010 2011

Tablets0

20

40

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2010 2011


Hear me ...


How I Work Collaborating from anywhere at any time.

How I Create Tapping into a wide variety of insight and expertise.

How I Buy Interacting with peers and engaging with the company.

Technology is dramatically changing the way we live


Bringing social tools into the enterprise

• 155 million tweets sent via Twitter each day

• More than 7 billion pieces of content shared each week on Facebook

• The age of the Shareaholics

Find and share information instantly

Rise of social networking and mobile devices

People are empowered like never before

• Social networking accounts for 22% of all online time

• Smartphone and tablet shipments now outpace PCs

• 37% of US IT workers are using technology they master first at home, then bring to work

• 64% of GenY download unauthorized applications at least once a week to get their job done

Source: Forrester: Forrsights Workforce Survey 2011

Source: Facebook, 2011Source: Nielsenwire, 6/1/2010, Morgan Stanley


Traditional roles and processes across the business network are evolving

leading the conversations that define brands

self-forming teams around fast moving opportunities

becoming on-demand extensions of the enterprise

As barriers between people disappear, organizations are learning to tap into collective intelligence, advocacy, and distributed talent to drive business results.

Employees Customers Partners


Initiative D21 / TNS Infratest: „The Digital Society in Germany – Six User Types in Comparison“


Initiative D21 / TNS Infratest: Still 53 % Digital Outsiders and Occasional Users in Germany


The Networking Generation are primarily: 76 %. E-Mail is out, Sharing is in. SMS / Messaging is in. They are driving Social Networking into the

Enterprise!

The E-Mail-Generation and the Facebook-Generation

Traditional Users primarily use E-Mail. Social Networks are only used by 29 %.


Facebook for the

Enterprise?


It is much more


Home pageSee what's happening across your social network

BlogsPresent your own ideas, and learn from others

CommunitiesWork with people who share common roles and expertise

FilesPost, share, and discover documents, presentations, images, and more

Micro-bloggingReach out for help your social network

ProfilesFind the people you need

Wikis

Create web content together

Social AnalyticsDiscover who and what you don’t know via recommendations

ActivitiesOrganize your work and tap your professional network

BookmarksSave, share, and discover bookmarks

ForumsExchange ideas with, and benefit from the expertise of others

Ideation BlogsGather structured feedback through Ideation Blogs from customers/employees

Media GalleryUpload images and videos for viewing and share inline in community

Platform ServicesActivity Streams, Notifications, Reputation and

Expertise, Tagging, Filtering, Searching, Feedback an Ideation


Mail & Calendar

Social Network

Activity Stream

Share

Presence

Social Intelligence


Embedded Apps: Edit directly within the Activity Stream (Example SAP)

© 2012 IBM Corporation29 Designs subject to change

The “Activity Stream” consolidates all events from all relevant Business systems

Connections iNotes Notes PortalMobil


The future of mail is social

IBM Connections Mail is the evolution of collaboration and messaging Not a product – a service you can tap into wherever you are Brings all your interactions together in one place – mail, social homepage,

communities, centralized/shared information, business applications and processes

Accessible from anywhere – using your device of choice Tailored to you and your device

Evolved capabilities Simple – intuitive and easy to use Integrated – find what and who you need in one place, without switching

between applications Social – the familiarity of e-mail in the context of a social networking experience Secure – mitigates security risks


The future of mail is social

IBM Connections Mail is the evolution of collaboration and messaging Not a product – a service you can tap into wherever you are Brings all your interactions together in one place – mail, social homepage,

communities, centralized/shared information, business applications and processes

Accessible from anywhere – using your device of choice Tailored to you and your device

Evolved capabilities Simple – intuitive and easy to use Integrated – find what and who you need in one place, without switching

between applications Social – the familiarity of e-mail in the context of a social networking experience Secure – mitigates security risks

“Very soon, you won't be able to see email and social networking separate. Email will not die, it will in fact have more flavour and will be more integrated." -- Neha Gupta, senior research analyst, Gartner


Be In Mail Without Being In Mail


Lotus Notes Social Edition – Homepage


Lotus Notes Social Edition - E-Mail


The Networking Generation are primarily: 76 %. E-Mail is out. SMS / Messaging is in. They are driving Social Networking into the

Enterprise!

The E-Mail-Generation and the Facebook-Generation

Traditional Users primarily use E-Mail. Social Networks are only used by 29 %.

IBM Connections Next with Social Mail

IBM Lotus Notes Social Edition

Outlook – social enabled


Always on … and always Social!

(by Flowtown – Social Media Marketing Application)


MOBILEMOBILEMOBILEMOBILE

Mobile is becoming the tail that wags the IT dog.

Ted Schadler, Forrester

®®

http://social-biz.org/2012/03/24/aiim2012-ted-schadler-keynote/


Mobile Home Page – with Activity Stream

Optimised for Smartphones: E-Mail, Calendar and social Content

Mobile Activity Stream


Realtime Communication: Mobile Devices become primar Device

Multiple Platforms to be supportedMultiple Platforms to be supported

The FutureThe Future

● Native Meeting-Applications for Android / iOS

● Distribution through App Stores● Mobile Audio & Video


Consumable information flow

Simplify user actions

Design Principles

It is more than only E-Mail!


Moving from sending to sharing

Optimized Mobile Access

More on Design Principles

Mobile User Experience changes Desktop User Experience


Emerging new Social Model of Communications

Do I need to interact with them?

Objective

Context Event

Communications & Collaboration

IM Voice Video Meeting Email Social

Social Networks & Enterprise Content Management

Who knows? Who trusts them?What do they know?

Are they available? How do they prefer to communicate?

Wikis

Profile

Blogs

Files

Ratings & Content


A new Social Model of Communication evolves

Macht eine Kontaktaufnahme Sinn?

Ziel

Kontext Event

Kommunikation & Collaboration

IM Voice Video Meeting E-Mail Social

Social Networks & Enterprise Content Management

Wer weiss es? Vertrauenswürdig?Was wissen sie?

Verfügbar? Wie am besten kommunizieren?

Wikis

Profile

Blogs

Files

Ratings & Inhalte

Instant Messaging (Chat), Video and Audio, Soft Phone, Online Meetings including Video are a natural ingredient of the „Social Workplace“.


Social doesn't stop in your lobby


Customers

Partners

Employees

As barriers between people disappear, organizations can tap into collective intelligence, advocacy, and distributed talent across their entire business network to drive business results.

A social business optimizes interactions among people to create business value and gain competitive advantage


Redefining how banking can be done

Transforming innovation through global collaboration

Transforming patient care

Reinventing how medical knowledge is shared globally

Social businesses redefining their industries


Browser based solution in a private banking cloud

GAD is transforming banking into “smarter banking” by redefining how it interacts with customers

Providing exceptional service to customers

Increasing efficiency and lowering costs

Enabling new service models with banks

Customer Care and Insight


Lightweight

CO2 as Raw MaterialNano Foam

A new collaboration platform to foster the innovation process

Bayer is transforming product innovation for competitive advantage

Product and Service Innovation

Transforming interactions among peers

Reducing duplication of efforts

Leveraging collective knowledge and real-time expertise


Information

Insight

Intelligence

Premier is transforming delivery of patient care and saving lives

Transforming data into real, actionable, personalized information

Enabling members to drive performance

Increasing effectiveness of treatment and reducing costs

A transformative infrastructure connecting providers, payers and patient data

Customer Care and Insight


Children’s Hospital of Boston is saving lives by redefining how medical knowledge is shared globally

Workforce Optimization

Enabling social network learning Increasing efficiency and decreasing cost of care

Increasing access to expert knowledge across the globe

PICU without walls is breaking down knowledge barriers


Time for Social Business: Communities everywhere


My Social Business: Communities everywhere

w3.Connections

Multiple Communities (from Mac to Marketing)

Social Channels

(Twitter, Facebook, Slideshare ...)

Supplier Community

Project Management / Information Sharing

EULUC

Dialog with customers


Business

IT

How to make it work: Business and IT must come together


RETHINK the way you do business

Business

IT

© 2012 IBM Corporation55 Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press

The Social Business AgendaS

oci

al B

usi

nes

sS

oci

al B

usi

nes

s Align Organizational Goals & CultureAAGain Social TrustGGEngage through ExperiencesEENetwork Your Business ProcessesNNDesign for Reputation & Risk ManagementDDAnalyze Your DataAA

55


My 10 Social Business Predictions for 2012

1) It is more than a Facebook for the Enterprise Unternehmen (but it helps explaining the value).

2) E-Mail gets social. And Social Software integrates Social Mail and Calendaring.

3) Of course Text messaging, but more and more Video and Audio become important in Realtime Communication.

4) We are in the Age of the Shareaholics: From Sending to Sharing.

5) We enter the Age of Co-Editing. From the Office-package to the Social Editor. Content Management (ECM) gets integrated with Social Software, one reason is Governance, Risk Management & Compliance (GRC).

6) Activity Streams are not only a flow of information and a news feed, but become important for embedded editing of Business events. Standards like OpenSocial allow easier integration.

7) A Social Business is always Mobile Business. Mobile devices, Tablets and Smart Phones drive eas of use of Business Software.

8) Facing the enormous amount of information setting this information into context becomes more and more important. Social Analytics helps managing the news ffed and puts information into context.

9) Socialize your Web Sites: The web sites of an enterprise need to be uptodate, attractive, mobile, interaktive und dialogue driven.

10) In the Age of Social Business people are in the centre and create value, not documented. Therefore more and more companies decide for Social Software from IBM to „socialize“ their Microsoft environment, even or in particular Sharepoint.


Stefan PfeifferMarketing Lead Social Business Europe

IBM Deutschland GmbH Wilhelm Fay Str. 30-3465936 Frankfurt

Tel [email protected]: DigitalNaivBlog: http://digitalnaiv.com http://www.silicon.dehttp://de.linkedin.com/in/stefanpfeiffer

Vielen Dank!

mailto:[email protected]

http://digitalnaiv.com/


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