purposeful collaboration - presented at ibm connect 2014

© 2010 – 2014 Constella0on Research, Inc. All rights reserved.

Future of Work: !From Simply Sharing To Purposeful Collaboration!

January 2014!

Alan Lepofsky (@alanlepo)!Vice President and Principal Analyst!


"Enterprise Collabora0on so1ware enables people to create, discover and interact with the content, colleagues and communi0es, that can help them get their jobs done."

Business tools have different

requirements than consumer tools

Tools that enable people to work together towards a common goal

Departments, geographies,

interest groups, customer forums

Working towards a business outcome

What Is Enterprise Collaboration Software?


Ten Different Ways To Approach Collaboration PlaKorm:

Profiles, blogs, wikis, etc.

Enterprise LoB soPware

Intranet

Unified Communica0ons

External Community

Consumer Hook Ex: email

SharePoint Alterna0ve/Enhancement

collabora0on

Ver0cal Industry Apps

Niche services: File sharing, Idea0on,

Note taking Q&A, etc.

Enterprise Social Network #ESN


The Evolution Of Social Software

4

First genera0on collabora0on tools in the

client:server era

“Facebook for the Enterprise”

Standalone collabora0on plaKorms and social

networks

“Ge5ng Work Done” Integrated experiences that aggregate events

from mul0ple enterprise applica0ons

“Purposeful Collabora=on”

Na0ve social func0ons within core business applica0ons and

processes

-‐ Rise of consumer social -‐ Cloud: SaaS , PaaS , IaaS -‐ Mobile devices

-‐ Thick clients -‐ Proprietary


Variety of access methods Level of interac0o

n provided

Services can be integrated in it, or it can be integrated

in other services

Both

Provides links

to other sy

stem

s Em

bedd

ed

expe

riences

1 2

3 4

How Are “Social” Features Implemented? Examples:

1.  Streams with links

2.  Widgets or embed code that can be added to other sites/tools

3.  Streams with ac0ons

4.  Social interac0ons accessible inside other sites/tools/mobile

Embedded Experiences Maturity Model

© 2010 – 2014 Constella0on Research, Inc. All rights reserved. 6

Stage One

Sharing


Working In The Stream


• Status updates • Sharing links • Asking ques0ons

Company wide use-‐cases


But Something Is Missing


Sharing Geeng Work Done

Stage 2


Adding A Social Layer

Company wide usecases

Departmen

ts

Commun

i0es

Projects

Social layer Social layer

11


Integrate with exis0ng business tools…

12


… and complement exis0ng corporate data

13


ERP CRM

14

Stream Level Integration


BPM In IBM Connec=ons


SAP In IBM Connec=ons


S0ll Adop0on Issues


Sharing Geeng Work Done

Stage 3

Purposeful Collabora0on


Don’t just mimic social networks

Improve business tools and processes


Make “Social” A Feature of Your Processes

Support Ticket

Customer Record

Marke0ng Campaign

Business Applica0ons

Social Network


Social

HR/HCM Learning/

Development

Community / CX / Support

Sales / CRM Marke0ng

Industry ver0cals

Engineering

Business Use-Cases

22


so that we can achieve ________________

business process x

We need to improve _____________

Business Mad Libs

23

desired business result y


so that we can ________________

We need to ________________

close more deals

grow the sales pipeline

Sales / CRM


so that we can ___________________

We need to ________________

get products to market quicker

reduce development 0mes

Engineering


so that we can ___________________

We need to _______________

have a beEer connected workforce

provide beEer onboarding

Human Capital Management


so that we can ________________

We need to _____________

have happier customers

resolve issues faster

Customer Service


so that we can ________________

We need to __________________

Reach a larger audience

Cul0vate more champions

Customer Service


so that we can _______________

We need to ________________

Build what they need

Listen to our customers

Customer Service


so that we can ______________

We need to ______________


Sharing, Transparency, Discovery

Geeng Work Done In Core Business

Processes

Recognize Social Business Has Matured Organiza0ons are looking for the value in “social”

Influencing Business Results/Outcomes


Sales (CRM) Use Cases: •  Pipeline genera=on •  Enablement/Training •  Request for proposal •  Collabora0on with account •  Compe00ve intelligence •  Best prac0ces

Example workflow: •  Sales rep enters a new lead into

CRM system •  Event is broadcast into the

company’s ac0vity stream •  An employee responds with the

name of a friend that works at the prospect

•  The rep is no0fied on their mobile device about the response

•  Rep connects with that person and closes the deal


IBM Connec=ons In SugarCRM


Human Capital Management (HR/HCM) Use Cases: •  Recrui0ng •  Onboarding •  Performance •  Learning & Development •  Coaching & Mentoring •  Recogni0on & Rewards

Example workflow: •  A new hire is in the benefits

enrollment tool and has a ques0on.

•  They post a ques0on right on the form, which is routed to an expert to be answered.

•  A response is posted, linking the new employee not only to the answer, but to a community of similar people/topics to join.


IBM Talent Management Suite

Excellent example of using the IBM Connec0ons API to add social features (ac0vity streams, profiles, likes, tasks, etc) to a specific use-‐case, eg: HR processes.


Customer Engagement

Use Cases: •  Social media support •  Building a community of

champions for peer to peer support

•  Rewarding brand evangelists with discounts and offers

•  Crowdsource ideas

Example workflow: •  A customer posts a complaint on

a social network •  Social media monitoring catches

the post and routes it to a customer support rep

•  The rep sees the customer’s informa0on and is presented with a recommended response

•  They resolve the issue and offer a future discount


Marketing

Use Cases: •  Collateral Building/Publishing •  Event Planning •  Compe00ve Intelligence •  Campaign Execu=on •  Lead Nurturing •  Press/Analyst Rela0ons

Example workflow: •  The Director of Marke0ng creates

a new campaign in the marke0ng automa0on system

•  The sales reps for the targeted regions are no0fied

•  They provide feedback about how to tweak the campaign to provide berer results

•  The leads start coming in


Development/Engineering

Use Cases: •  Feature Requests •  Release Management •  Problem tracking •  Product documenta0on •  Partner enablement

Example workflow: •  Product Managers and

Development Managers priori0ze the features & fixes for the next release

•  If the developers have ques0ons they can discuss the requirements with the PMs inline

•  Sales, Marke0ng and Support can keep track of the release

•  Product is launched


The “Business Processes” don’t

need to be departmental


Innovation How Collaboration Software !Powers The Process!


Collaboration in the Innovation Process

Discover

Design Deliver

• Open communica0on enables companies to learn what problem customers/employees are having •  Idea can happen at any 0me •  Innova0on Communi0es: Social media, forums, IdeaJams, Idea0on tools

• Discuss, vote and priori0ze ideas • Crea0ng / edi0ng / brainstorming / documen0ng • Assigning tasks (find right people) and project workflow •  Ensuring repeatable processes

• Promote the outcomes • Communicate with customers/employees • Gather feedback and refine • Rewards and mo0via0on


Innovation Across Your Organization

HR Marke0ng Sales

Support Engineering Leadership

Payments Shipping Adver0sing


IBM Mail Next •  Puts the “me” in

social media by allowing people to focus on what is important/urgent to them

•  Gateway to Purposeful Collabora0on scenarios such as CRM, Marke0ng Campaigns, Support


Summary -‐  Collabora0on (internal and external) is a cri0cal

component of successful organiza0ons

-‐  “Social” features can be part of a stand-‐alone plaKorm, integrated with, or integrated into enterprise soPware solu0ons/processes

-‐  The processes can be func0on specific or cross departmental boundaries


Alan Lepofsky [email protected] Twitter: @AlanLepo

45

Thank You


What Is Social Business?

The way organiza0ons engage with their employees, partners

prospects and customers Market Se

ll

Listen

Respond

Share

purposeful collaboration - presented at ibm connect 2014

Technology

rights reserved

geeng work

processes

crm

work

streams

integrated

campaign