5 Emerging Enterprise Social Media Trends

Enterprise Social
Media:
5 Emerging Trends
Heidi Ambler - Social Software Director
Luis Benitez - Social Software Product Manager
#socbiz5
Saturday, March 10, 12

Who We Are

@Lbenitez @heidi_ambler
http://www.lbenitez.com http://synch.rono.us

#socbiz5

Attending #socbiz5 at #SxSWi . This session
by @Lbenitez & @heidi_ambler is ROCKIN’!


Trends
1. Social Technology Re-Shapes Corporate Culture
2. Social Technology is the New Intranet
3. Social Standards Come to the Enterprise
4. Social Meets Mobile
5. Social Technology Drives Business

#socbiz5

Trend #1:
Social Technology
Re-Shapes
Corporate Culture
CxO’s Are Ready To Embrace Social Media


Many Social Media Sites

Each one
represents
different
behavior


CEOs Embrace Social

Source: http://agbeat.com/real-estate-technology-new-media/ceos-cite-business-exposure-as-the-top-reason-for-using-social-media/
Dec 2011


The Results Are Clear

Source: http://agbeat.com/real-estate-technology-new-media/ceos-cite-business-exposure-as-the-top-reason-for-using-social-media/
Dec 2011


But Is Your Culture Aligned?
STRATEGY

CULTURE

“Culture eats Strategy for lunch...”
-- Coffmann Organization, 2009


Embrace Existing Culture
IGNORING CULTURE EMBRACING CULTURE

Behavior not aligned to strategy Behavior aligned to organizational
principles and values
New employees do not understand what is
trustworthy or successful behavior
New employees better understand
Experienced employees focus on trustworthy behavior
“command and control” of unsuccessful
behavior Experienced employees focus on
coaching and share wisdom about
successful behavior

Source: EverystockPhoto.com


Real World Example
• Vision: Weave social into everything

• Created VP Social Media & Digital Engaging
Communications around vision

• Partners with IT to make social happen Transparent

• Embraced transparency as a core value

• Social media ampliﬁes good ideas - Nimble
improves processes

• Employees practice social media comms
internally Source: http://www.informationweek.com/thebrainyard/news/social_networking_private_platforms/232500105
Jan 2012


A Big Opportunity...

68% of CMO’s feel
unprepared to manage
social media

Source: http://www-935.ibm.com/services/us/cmo/cmostudy2011/cmo-registration.html
Nov 2011


Recommendations
• Setup Social Computing Guidelines

• Feel free to copy ours: http://bit.ly/SocBizGuidelines

• Set Up your Social Business Etiquette

• IT and LOB’s should work together to ensure success

• Recruit early adopters -- those already socially active

• Don’t forget about compliance / governance!

• Be prepared to be agile and adapt Source: http://ibm.co/SocBizEtiquette
Jan 2012


Trend #2: Social
Technology Is
The New Intranet
It’s no longer about locking content in an email
ecosystem


Social Inside
“... companies are implementing social
from the inside out [...] they are testing
the waters by deploying intranet-based
social systems. The top three drivers for
such deployments are employee
collaboration, efﬁciency in
locating people and resources, and
idea generation” ...
Source: http://www.informationweek.com/thebrainyard/news/community_management_development/231903248/internal-social-networks-now-important-proving-ground
Nov 2011


Social Where?

Source: IBM Tech Trends Report http://ibm.com/developerworks/techtrendsreport
Nov 2011


Spending is Increasing
Enterprises will spend $3.5
Billion in 2016 in enterprise
social software up from $0.5
Billion in 2010

That’s 700% growth!

Source: http://bit.ly/IDCSocBiz
June 2011

Source: http://www.idevnews.com/stories/5045/In%202012,%20Workers%20To%20Demand%20More%20Social%20Media,%20Mobility,%20Report%20Says
Jan 2012


Why ? Social Improves:
• Product Innovation
• Workforce Optimization
• IT Support
• Marketing
• Operations
Learn more: http://bit.ly/IBMSocBizStories Source: http://www.slideshare.net/rhappe/the-2011-state-of-community-management
Mar 2011


Real World Example
• Employee asked how to get more paint trays
• Others asked how she was selling so many
• She shared her idea on how to sell paint trays
• When scaled, idea generated > $1 Million in
additional revenue
Source: http://itsinsider.com/2011/09/30/serendipity-happens-to-deliver-million/
Sep 2011


Recommendations

• Integrate
• Integrate
• Integrate


Recommendations
• Integrate
• w/ Intranet
• Integrate
• w/ Email/IM
• Integrate
• w/ biz apps 100% usage increase after
60 Second Social: http://bit.ly/60SecondSocial integration with portal


Trend #3: Social
Technology Standards
Come To The Enterprise
It’s an App Revolution!


Why OpenSocial?

“The whole premise of efforts like
OpenSocial is that social business
activities should not be isolated
from the work going on in other
applications”

Source: Dion Hinchcliffe
http://www.zdnet.com/blog/hinchcliffe/opensocial-20-will-key-new-additions-make-it-a-prime-time-player-in-social-apps/1603
Jul 2011


OpenSocial
Implementations Include: Cisco, SAP, IBM
■ Common set of Social APIs and Mini Connections, Atlassian, Google,Yahoo,
Applications (Gadgets) MySpace, LifeRay, Oracle, Jive, Magneto,
Tibco Tibbr, Surfnet, Paypal . . .
■ Provides a container to run gadgets
■ Develop once - run in multiple Tweets from Other Vendors at the
OpenSocial State of the Union
places!
(May, 2011)
■ Initially targeted at consumer web
■ More enterprises now adopting!
■ Play with it! http://bit.ly/OSSandbox

Source: http://docs.opensocial.org/display/OSD/List+of+OpenSocial+Containers
Oct 2011


Activity Streams
■ The primary event propagation mechanism for
Social Business
■ Streams aggregate events from multiple systems /
sources
■ YouTube

■ Twitter

■ Facebook

■ Can be ﬁltered based on source / action required
■ Events provide “embedded experiences”
■ Provides a single go-to place to view and interact
across multiple places


OAuth
■ Delegated Authorization provides a means
for interaction between gadgets
■ Can use a variety of authorization
mechanisms (SAML, etc.)
■ Cornerstone of security in Social Business
■ Rapidly evolving speciﬁcation
■ Supported by: Twitter, Facebook, Google,
and many more!


Develop Once, Use
Everywhere Same Gadget
But Different
Experience on
Different Platforms
and Containers
Email
iPhone

For example, gadgets for...
 CRM
 HR
 Customer Support
 Doc management
 Workﬂow

Blackberry
 Rich Media and more . . .

Tablets


Real World Example
• Made paperless a reality allowing users to sign legal documents
securely (e.g. NDA)

• Uses OpenSocial and Embedded Experiences

• Becomes part of the social workﬂow

• 6-7 click process becomes 1 click

• reduces loan processing time

• $35,000 additional revenue / month
Source: http://www.curiousmitch.com/2012/02/replay-of-the-social-app-throwdown-at-lotusphere-2012/
Jan 2012


Recommendations
• Socially-enable your existing solutions / investments

• Bring social to the user

• Don’t build social as a silo

• Focus on open standards and “loosely coupled” web
architectures

• Drive enterprise innovation by leveraging rapid innovation on
public web
HTML5 ARIA SAML


Trend #4: Social
Meets Mobile

Collaborate anytime, anywhere with anyone!


IT Looses Control
“Individual employees are able to put
the latest mobile devices and apps to
productive business use faster than
their employers can. [...] What it
means: Companies have little
control over who uses these.”
Source: Forrester: http://blogs.forrester.com/stephen_mann/11-08-15-social_cloud_what_about_mobile
Aug 2011


Explosive Mobile Growth
• Apple sold more mobile devices in 2011 than Macs in last
28 yrs

• More than 50% of Facebook’s activity is via mobile

• 64.2M use mobile for social networking in the US

• 88% companies report employees use
personal devices

• #2 priority for CIO’s in 2012
Source: http://www.gartner.com/it/page.jsp?id=1897514
Feb 2012
Source: http://techcrunch.com/2012/02/01/facebook-has-425-million-mobile-monthly-active-users-up-from-350-million-in-september/
Feb 2012

Source: http://www.zdnet.com/blog/btl/apple-sold-more-ios-devices-in-2011-than-it-sold-macs-in-28-years/69717
Feb 2012
Source: http://mashable.com/2012/02/23/comscore-mobile-study/
Feb 2012


Mobile Trends

Source: IBM Tech Trends Report http://ibm.com/developerworks/techtrendsreport
Nov 2011

© 2012 IBM Corporation


Real World Example


Real World Example
• Colgate implemented BYOD 1 year ago
• Employees access internal social media &
email via personal mobile devices
• Saves at least ~$1M by not issuing devices
to employees
• “Mobility is the wave of the future”
Source: http://www.technologyreview.com/business/38182/
Aug 2011


Recommendations
• Design with Mobile in mind
• Don’t leave mobile as an after thought
• Embrace and plan for BYOD
• When selecting social media provider,
ensure mobile access
• Maximize ROI by leveraging open standards


Trend #5: Social
Technology
Drives Business
Increase sales, customer retention, and
customer satisfaction


Social Means Business!

Standout
organizations are
57% more likely to
allow their employees
to use social and
collaborative tools
Source: IBM CHRO Study
http://www-935.ibm.com/services/us/chro/chrostudy2010/index.html
Oct 2010


ROI is Measurable
90% of organizations report
higher revenues, better
access to knowledge, and
lower costs of doing
business by using Web 2.0
technologies

Source: McKinsey Global Survey 2010
http://www.mckinseyquarterly.com/Innovation_and_commercialization_2010_McKinsey_Global_Survey_results_2662


How Do I Achieve These Results?


90% of the world’s
data has been
created in the last
2 years
Source: http://www-01.ibm.com/software/data/bigdata/
Dec 2011


Social Media Monitoring
• Enterprises are increasingly
monitoring social media

• Twitter, Facebook,
LinkedIn, Quora, etc

• Provide Customer Support

• Discover New Ideas

• Monitor Competitors


Analytics Make You Smarter
• Increasing # of companies
leveraging social analytic tools

• Both inside and outside the
ﬁrewall

• Can analyze employee &
consumer sentiment

• React immediately

• Anticipate customer needs


Two Worlds... Apart?
• Internal Social Media: • External Social Media:

• Usually handled by IT • Usually handled by PR &
Marketing
• HR is a big stakeholder
• Limited employee participation
• Employees interact on
their own • Involves many tools


Real World Example
 After deploying social software Forrester Research
externally, IBM realized savings of Groundswell Award!
$100 million by reduced support
costs

 IBM converted its online
documentation to Wikis

 BP’s & customers now contribute
intellectual capital to build the best
knowledge base
IBM developerWorks Wins Forrester Groundswell
http://www.bilal.ca/developerworks-forrester-groundswell-ibm/
Oct 2010


Recommendations
• Reduce operating costs and achieve
higher revenues by leveraging big data

• Don’t just monitor social media -- make
sense of it via analytics

• Use analytics inside and outside ﬁrewall

• Build a bridge -- let your employees
become your voice


Summary
• Senior level executives are ready for a
transformation

• Internal social media provides an excellent test
bed

• Open social standards maximize ROI and accelerate adoption

• We are more mobile and more interconnected

• Do it!


Thank You!
http://www.ibm.com/social


5 Emerging Enterprise Social Media Trends

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