dreamforce 12: the future of social in the enterprise with dion hinchcliffe and alan lepo
DESCRIPTION
Slides from the Dreamforce 2012 session that Constellation's Alan Lepo and I gave at The Palace Hotel on Thursday, September 20th, 2012. We go over the past, present, and future of social business in all its many forms.TRANSCRIPT
The Future of Social Inside the Enterprise
Thought Leader Perspective
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Dion Hinchcliffe Executive Vice President, Dachis Group @dhinchcliffe
Alan Lepofsky VP Principal Analyst, Constellation Research @alanlepo
Kuntal Vahalia Senior Director, Salesforce.com @kuntalvahalia
Karthik Chakkarapani, Senior Solution Architect, Salesforce.com @kchakkarpani
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Agenda: The Evolution of Social Business
The Journey – What led us to where we are today?
Today – From simply sharing to getting work done
What’s Next – The future of social business
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Part 1: The Journey To Social Business
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Goal: To help people get their jobs done… … and help their organization be successful
People need to be able to: • Create, discover and share information • Find the colleagues/communities that can help them (and vice versa) • Build strong relationships with external communities • At any time from a variety of devices
Groupware? Collaboration? Social Software?
What's in a name? that
which we call a rose by any
other name would smell as sweet - Shakespeare
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Until now, most PC software was designed for individuals using individual PCs. But today, more and more people are working in teams on networked PCs that require a new kind of software. Software that lets them quickly share ideas and information no matter where, when or how they work.
Enter Lotus Notes.
The first software than actually thrives on the fact that people need to work together to be effective. Lotus Notes creates a new communications environment where users can develop applications - for sales tracking, project management, customer service, and free form discussions of all kinds - and routinely access and share this information from their desktop to anyone, anywhere in the world. In fact, no other software maximizes your investments in networked PCs like Lotus Notes.
After all, helping people work together is what Lotus does best. `
Social Software Is Not A New Idea
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How we got where we are today...
2006 2007 2008 2009 2010 2011 2012 2013
McAfee Coins “Enterprise 2.0”
Blogs, wikis, and online communities enter the workplace Most public
communication is now through social channels (July, 2009)
“Web 2.0” Peaks As A Term
Centralization: The Rise of Facebook and “big” social networks
The shake-out: Most large companies select a few large social suites
Majority of companies now tactically engage in social media (internal, external or both)
Rise of Social CRM
Rise of Social HR Critical mass of social business success stories is achieved (100+)
“Cambrian Explosion” of social enterprise vendors
1st notable wave of enterprise-wide social business transformations begin
1.0 era
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How?
New user experiences Mobile Access
Application Stores Analytics / Big Data Cloud / In-Memory Industry Standards
“Social” is connecting Business & People processes (CRM, HCM, etc.)
Work is more transparent Recognition/Reputation is built in
Moving beyond the org chart Internal groups
External communities
The Perfect Storm Has Brought Us To Where We Are
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Cost Reduction
Revenue Creation Increased Productivity
Connected Culture
Self-service content sharing
Shorter external support cycles
Increased customer satisfaction &
retention
Self-Reported Average Industry Improvements From Large Organizations
10-20% reduction in travel and communication costs!
10-15% reduction in !communication costs!
10% decrease in operational costs!
20-30% increase in access to expertise!
30% increase in speed of access to!
knowledge! 35% increase in collaboration!20% lower communication costs!
30% faster customer care processes!
18% higher customer satisfaction!10% higher customer!loyalty!
25-30% faster access to expertise!
15% increase in successful innovations & ideas!
10% increased revenue!
Source: Synthesis of McKinsey, Dachis Group, and other social business benefits data.
More rapid new hire ramp-up
Faster location of experts
Overcoming distance and
time zone barriers to
collaboration
Improved connections
between departments and internal
teams
Less time spent
looking for information
Improved global sales
processes
Better business decisions
What We’ve Learned: The Benefits of Social Business
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Source: 2011 McKinsey Web 2.0 Survey
How orgs will claim their share of the $1.3 Trillion Social Business Proposition
Fully social organizations get outsized benefits
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Part 2: Where We Are Today
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Social Business projects are more strategic
and growing faster than ever
before
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Virtually all data continue to show sustainedreal-world benefits (McKinsey, IBM, Frost and Sullivan, AIIM)
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Everything is becoming social!Social features are appearing in virtually all new user experiences
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The predicted social data explosion: It happened
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Social business moves into the C-Suite
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Burberry CEO Angela Ahrendts Explores Their Social Enterprise Vision With ���Salesforce CEO Marc Benioff at Dreamforce 2011
21% Increase
To The Bottom
Line Burberry’s Social Business Transformation
• 6,600+ Workers
• 10M+ Facebook Fans
• 15,000 Partners
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A Shift Is Taking Place
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From Simply Sharing, To Getting Work Done
SOCIAL BUSINESS Connected Enterprise
Sharing, Transparency, Discovery
Ge4ng Work Done Core Business Processes
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Integrating Social Into Core Business Processes
Unstructured Structured
• Status Updates
• Sharing
• Q&A
• Exception Handling
• Expertise Location
Sales
Marketing
Engineering
Supply Chain
Human Resources
Support/ Service Learning
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Type 1: Stream Level Integration
HR
ERP
CRM
Can help information reach a broad audience
Enables discussion
Links or ideally embedded objects
Context is lost, as comments are not part of the system of record
Contributes to information overload
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Type 2: Embedded Experiences
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• Cross-divisional • Top-to-bottom • Involves key areas • Executives • Subject matter experts • HR & Legal • Middle Management • Workers • Community Managers
We’ve learned what social business looks like
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And that a certain skill is essential for best results...
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Warning: Let’s Not Get Carried Away!
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So What’s Missing From The Current Solutions?
Social Business has provided organizations with many
benefits…
…but it has also created a new set of technological and cultural
challenges.
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Part 3: The Future Of Social Software
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Theme: Helping People Get Work Done
Collaborative Applications
Social Task Management Personal Workflow Automation
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Social Task Management
Constellation Research 2012 All Rights Reserved
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Salesforce Do.com
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Personal/Team Workflow Automation
If event then Take action
Sales
Marketing
Development
Connecting multiple services / websites together via a single rules engine.
Enable conversations around these event.
New lead is created then Broadcast into activity stream for everyone to discuss
New collateral is posted
then Post a link in the sales training group and schedule a webinar
New feature request
then Add a task to the team’s task management board
Take action Take action Take action(s)
Bus
ines
s us
e-ca
ses
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Collaborative (Micro) Applications
blogs wikis
forums communities
activity streams
Not just adding social to existing business process,
but creating new applications for:
Sales, Marketing HR, Engineering
Finance
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Social business is one unified ecosystem
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Reconciliation of existing transaction systems with engagement systems
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Smart Mobile
Social Media
1 billion smartphones (2012)
1.4 billion social media users (2012)
Converged “SoMo”
+ Location-based services + All apps mobile + All apps with social features + Disposal mobile social networks + Sensors, NFC + social = possibilities
Social + Mobile = Future of User Experience
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Theme: Turning Insights Into Action
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Decisions
Data
Data Data
Analytics / Big Data
• Intelligent filtering • Streams • Search
• Recommendations • People • Pages • Communities
• Sentiment Analysis • Internal • External
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Social + data analytics = business intelligence
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Does Your Organization Have A Data Scientist?
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Big data + social media = business value
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Gamification
Rank/Reputation: Leaderboards
Reward: Incentives
Route: Quests/Missions
today next
Behavioral Dynamics
Role: How people work
How people are connected
How people work together
Gamification
The R’s…
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Marketing: The Next Vertical For Social Business
2011 = SCRM 2012 = HCM 2013 = Marketing
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Big ROI: Engagement at scale
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Cost-effective scale: Strategic mobilization enterprise advocates
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...dealing with regulatory, legal, and other issues seamlessly!
Stronger foundations for social business...
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Enterprise-wide organization around social business
• CMO? • Corporate Communications? • Human Resources? • IT Dept?
Where then? • Social Business Office • “Triumvirate”
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A C-level role for social media
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This role will enable social across the entire business
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Social as an integrated part of digital strategy
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Conclusion
The future of social business is…..
Business!
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Dion Hinchcliffe
Executive Vice President Dachis Group @dhinchcliffe
Alan Lepofsky
VP and Principal Analyst Constellation Research
@alanlepo
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