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.

1. The Future of Social #D
F1
Inside the Enterprise 2 So
cia
Thought Leader Perspective l
Dion Hinchcliffe Alan Lepofsky
Executive Vice President, Dachis Group VP Principal Analyst, Constellation Research
@dhinchcliffe @alanlepo
Kuntal Vahalia
Senior Director, Salesforce.com
@kuntalvahalia
Karthik Chakkarapani, Senior Solution
Architect, Salesforce.com
@kchakkarpani

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3. #DF12Social

4. 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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5. Part 1:
The Journey To Social Business
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6. Groupware? Collaboration? Social Software?
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)
Wha
whic t's in a n
• Build strong relationships with external h a
other we call a me? that
nam rose
communities swee e would by any
t - Sh s
akes mell as
pear
• At any time from a variety of devices e
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7. Social Software Is Not A New Idea
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. `
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8. How we got where we are today...
Majority of The shake-out:
1.0 era companies now Most large companies select
tactically engage a few large social suites
in social media
“Cambrian Explosion”
Centralization: (internal, external
McAfee Coins of social enterprise 1st notable wave of enterprise-
The Rise of Facebook or both)
“Enterprise 2.0” vendors wide social business
and “big” social networks
transformations begin
2006 2007 2008 2009 2010 2011 2012 2013
Critical mass of social Rise of Social HR
“Web 2.0” Blogs, wikis, and business success
Peaks As online communities stories is achieved (100+)
Rise of Social CRM
A Term enter the
workplace Most public
communication is now
through social channels
(July, 2009)
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9. The Perfect Storm Has Brought Us To Where We Are
Moving beyond the org chart
Internal groups “Social” is connecting Business &
People processes (CRM, HCM, etc.)
External communities
Work is more transparent
Recognition/Reputation is built in
w?
New user experiences
Ho
Mobile Access Analytics / Big Data
Application Stores Cloud / In-Memory
Industry Standards
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10. What We’ve Learned: The Benefits of Social Business
Self-Reported Average Industry Improvements From Large Organizations
25-30% faster access to expertise!
10-20% reduction in travel 30% faster customer care
Increased Productivity Revenue Creation processes!
and communication costs!
Overcoming
distance and Shorter external
time zone support cycles
10-15% reduction in ! barriers to
communication costs!
collaboration 18% higher customer satisfaction!
10% decrease in operational 10% higher customer!
Self- loyalty!
costs! service Faster location Increased customer
content of experts satisfaction &
sharing retention
More rapid Better
new hire business
ramp-up decisions
Improved
connections
Less time between Improved
spent departments
20-30% increase in access looking for and internal
global 15% increase in successful
sales
to expertise! information teams processes
innovations & ideas!
30% increase in speed of Cost Reduction Connected Culture 10% increased revenue!
access to!
knowledge! 35% increase in collaboration!
20% lower communication costs!
Source: Synthesis of McKinsey, Dachis Group, and other social business benefits data.
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11. Fully social organizations get outsized benefits
How orgs
will claim their
share of the
$1.3 Trillion
Source: 2011 McKinsey Web 2.0 Survey Social Business
Proposition
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12. Part 2: Where We Are Today
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13. Social Business projects are
more strategic
and
growing faster than ever
before
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14. Virtually all data continue to show sustained
real-world benefits (McKinsey, IBM, Frost and Sullivan, AIIM)
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15. Everything is becoming social!
Social features are appearing in virtually all new user experiences
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16. The predicted social data explosion: It happened
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17. Social business moves into the C-Suite
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18. Burberry’s Social Business Transformation
To The Bottom Line
21% Increase
• 6,600+ Workers
• 10M+ Facebook
Fans
• 15,000 Partners
Burberry CEO Angela Ahrendts Explores Their Social Enterprise Vision With
Salesforce CEO Marc Benioff at Dreamforce 2011
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19. A Shift Is Taking Place
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20. From Simply Sharing, To Getting Work Done
SOCIAL
Connected
Sharing,
Transparency,
Ge4ng
Work
Done
Enterprise
Discovery
Core
Business
Processes
BUSINESS
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21. Integrating Social Into Core Business Processes
Unstructured Structured
Sales Human
• Status Updates
Resources
• Sharing
Marketing Supply
• QA
Chain
• Exception Handling Engineering
Support/
• Expertise Location Service
Learning
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22. Type 1: Stream Level Integration
Can help information reach a broad
audience
CRM
Enables discussion
Links or ideally embedded objects
ERP
Context is lost, as comments are not part
of the system of record
HR
Contributes to information overload
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23. Type 2: Embedded Experiences
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24. We’ve learned what social business looks like
• Cross-divisional
• Top-to-bottom
• Involves key areas
• Executives
• Subject matter experts
• HR Legal
• Middle Management
• Workers
• Community Managers
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25. And that a certain skill is essential for best results...
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26. Warning: Let’s Not Get Carried Away!
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27. 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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28. Part 3: The Future Of Social Software
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29. Theme:
Soci Helping People
al Ta Get Work Done
sk M
a nage
men
t
Perso
nal W
orkflo
w Au
toma
tion
Collab
orativ
e App
licatio
ns
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30. Social Task Management
Constellation Research 2012 All Rights Reserved
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31. Salesforce Do.com
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32. Personal/Team Workflow Automation
Connecting multiple services /
websites together via a single
then Take action
rules engine. If event Take action
Take action
Take action(s)
Enable conversations around
these event.
then Broadcast into activity stream for
Sales
Business use-cases
New lead is created
everyone to discuss
New collateral is then Post a link in the sales training group
Marketing posted and schedule a webinar
New feature then Add a task to the team’s task
Development request management board
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33. Collaborative (Micro) Applications
Not just adding social to
existing business process,
blogs but creating new
wikis applications for:
forums
communities Sales, Marketing
activity streams HR, Engineering
Finance
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34. Social business is one unified ecosystem
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35. Reconciliation of existing transaction systems with
engagement systems
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36. Social + Mobile = Future of User Experience
1 bill
ion
s mar tph
ones
(
2012)
Smart Mobile
Converged
“SoMo”
2)
(201
edia users
m
ocial
s
1.4 billion
Social Media
+ Location-based services
+ All apps mobile
+ All apps with social features
+ Disposal mobile social networks
+ Sensors, NFC + social = possibilities
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37. Theme:
Turning Insights Into Action
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38. Analytics / Big Data
• Intelligent filtering
• Streams Data
• Search
Data
• Recommendations
• People Data
• Pages
• Communities
• Sentiment Analysis
• Internal
• External Decisions
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39. Social + data analytics = business intelligence
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40. Does Your Organization Have A Data Scientist?
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41. Big data + social media = business value
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42. Gamification
R ’s…
The Behavioral Dynamics
Rank/Reputation:
Leaderboards Role:
How people work
today
Reward: Gamification
next
How people are
Incentives connected
Route: How people work
Quests/Missions together
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43. Marketing: The Next Vertical For Social Business
2011 = SCRM 2012 = HCM 2013 = Marketing
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44. Big ROI:
Engagement at scale
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45. Cost-effective scale:
Strategic mobilization enterprise advocates
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46. Stronger foundations for social business...
...dealing with regulatory, legal, and other issues seamlessly!
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47. Enterprise-wide organization around social business
• CMO?
• Corporate Communications?
• Human Resources?
• IT Dept?
Where then?
• Social Business Office
• Triumvirate
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48. A C-level role for social media
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49. This role will enable social across the entire
business
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50. Social as an integrated part of digital strategy
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51. Conclusion
The future of social business is…..
Business!
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52. Dion Hinchcliffe Alan Lepofsky
Executive Vice President VP and Principal Analyst
Dachis Group Constellation Research
@dhinchcliffe @alanlepo
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53. #DF12Social