This document summarizes a panel discussion from the Appnation IV conference in San Francisco on December 11, 2012 about building the social enterprise. The panel included representatives from Salesforce, Badgeville, and Oracle who discussed how social enterprises differ from traditional businesses and how organizations are changing due to social business. Engagement was identified as playing a key role in the social enterprise by driving network value. A crowd was defined as a coordinated network that drives an outcome with business value. The panel debated whether a crowd is distinct from or part of a social enterprise.

1. APPNATION IV
SAN FRANCISCO, CA
DECEMBER 11-12, 2012

2. Building the Social Enterprise
(Panel)
David Coleman - Collaborative Strategies
Gordon Evans – Salesforce.com
Kris Duggan - Badgeville
Andrew Kershaw – Oracle
December 11, 2012 (Appnation)

3. David Coleman
• Founder and managing director of
Collaborative Strategies, Inc
• Author: of 4 books on collaboration
• Speaker. blogger, article and column
writer, industry analyst (Collaboration)
• Industry Analyst for 25 years.
Consulting and advisory services:
Help end-user organizations using
collaborative tools to spend less and
get more.
• davidc@collaborate.com davidc@collaborate.com
www.collaborate.com
• Monthly E-letter
Twitter =
@dcoleman100
Skype: ddcoleman
3
+1-650.342.9197

4. Introducing Our Panel
GORDON EVANS, SENIOR DIRECTOR, PRODUCT
MARKETING, SALESFORCE.COM
KRIS DUGGAN, CEO, BADGEVILLE
ANDREW KERSHAW, SENIOR DIRECTOR, ORACLE
SOCIAL NETWORK, ORACLE
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5. Rate of Change of Tech by
Generations
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6. ©2012 Collaborative Strategies 6

7. 7
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8. 8
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9. What is a Social Enterprise?
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10. Q1- What 3 Characteristics Would
You Say, best define a Social
Enterprise?
• Kris
1.
2.
3.
Andrew
Gordon
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11. Emerging Workforce Needs Shift
Traditionalist Boomer Generation X Millennials (Gen Y)
 Trait: Paternalistic  Trait: Optimistic  Trait: Skepticism  Trait: Empowered
 Leadership Style:  Leadership Style:  Leadership Style:  Leadership Style:
Top-down Consensus Competence Non-hierarchical
 Career: Pay dues,  Career: Competitive;  Career: Resourceful,  Career: Cutting-
build legacy change agents self-manage edge vs. experience
 Value: Loyalty  Value: Opportunity  Value: Freedom  Value: Diversity and
social responsibility
 Rewards: Job  Rewards: Money,  Rewards:
security and title and perks Transferable  Rewards: High pay,
recognition benefits, flexibility interesting work and
and balance work/life balance
Born 1928–1945 Born 1946–1964/5 Born 1965/6–1980 Born 1980–2000
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Source: Based in part on “Meeting the Challenges of Tomorrow's Workplace,” CEO Magazine, 2005

12. Generational Differences
• Seniors – “loose lips sink ships”
• Boomers – e-mail and phone (1 on 1)
• Gen X- IM and chat (faster)
• Gen Y – Work in groups, teams communities,
collaboration is critical
– don’t like e-mail, too slow
– Chat/IM/SMS,
– the Twitter Generation
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13. Q2- How do You Think the
Rapidly Changing Workforce
affects SocEnt.
• Kris
• Gordon
• Andrew
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14. Q3- What do You See as the
Three Biggest Benefits of Soc
Ent?
• Andrew
• Kris
• Gordon
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15. Changing Organizational
Structures
• Hierarchical
•Fishnet
•Matrix
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16. Future (net)work organization
Core group > 100 includes:
Company Management
R&D management
Operations management
Marketing
Outsourced:
Sales
IT
HR -
Supply chain
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17. Q4- How do you Think
Organizations are Changing Due
to Social Business?
• Gordon
• Andrew
• Kris
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18. Dunbar’s # =
number of social
relationships =
150
Crowd Corollary Value = O(T*E / ATP ) Engagement drives
network value
Metcalfe’s Law
©2012 Collaborative
Strategies

19. Q5- What Role does
Engagement Play in the Social
Enterprise?
• Andrew
• Gordon
• Kris
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20. What is a Crowd (and why is it
important to business)
• I have defined Goal Driven Crowd as:
• “a coordinated network that drives an
outcome, task or goal which has
business value”
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21. Q6- How is a Crowd Different? Or
is it Part of the Social Enterprise?
• Kris
• Gordon
• Andrew
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22. Thanks to the Panel
Thanks to the
Audience!
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23. APPNATION IV
SAN FRANCISCO, CA
DECEMBER 11-12, 2012