presentation on a social perspective given to SFDC user group of SV on Juky 2012

1. presentation on social perspective to
SFDC user group of SV - July 2012
esteban kolsky
thinkjar.net
esteban@thinkjar.net

2. paradigm or generational shift?
PARADIGM SHIFT – SOCIETAL SHIFT, COMPANIES MUST REACT
GENERATIONAL SHIFT – BUSINESS MODEL SHIFT, COMPANIES CAN PLAN
corporate service workplace commercial social
america economy computers internet evolution
1960s
1970s
1980s
1990s
2000s
generational paradigm generational paradigm generational
baby boomers generation x generation y

3. shifting interaction models…
traditional 1:1 socially augmented
relationship 1:m:1 relationships
social
biz biz

4. …create new interaction models…
Function Function
Business Function
Experience
Rules Rules
Survey
Survey
Social Noise
Channel Channel
Customer (Maybe) Customer
Community

5. … that change the way we engage…
SCRM Hybrid Enterprise 2.0
Communities Communities Communities

6. …the way we measure…
social crm
crm
demographic operational behavioral attitudinal sentimental
who the how what how how the
customers efficiently customers effectively customers
are the do and the feel about
business how they business the
operates work operates business,
products,
services as
expressed
publicly

7. … and the way we work
Client-facing Operations Internal Operations
Enterprise 2.0 (internal)
Social CRM (external)
community
channel
community
function
function
channel
rules
rules
biz
biz
Social Business Pivot Point

8. evolution of “social” technologies
social collaborative
business enterprise
SCRM
E2.0
CRM
Collaboration
1990 2010 2015 2020

9. communities
community
management
“social” analytics
engine
social crm
actionable layer unit
system-of-record
integration layer
erp
crm
scm
record
social crm stack
systems of

10. social business framework
R&D PLM KM CRM ERP …
social business platform
integration engine
rules engine reputation engine
collaboration engine
channels (social or not)
communities

11. collaborative enterprise
 Collaborate to understand
the Customer Job-to-be-
E2.0 Done
 Collaborate to co-create
with the customer to meet
her desired outcomes
 Collaborate to act on
Social Customer Insights
CRM  Collaborate to understand
and provide the Customer
Experience they expect
from you
The Collaborative Enterprise

12. let the collaboration in
outside of the business inside of the business
customer …but cannot
has an idea… implement the
idea
customer …company
creates creates
knowledge… same knowledge
customer …company has
knows fix for problem to be
problem… fixed

13. tenets of collaborative enterprise
• cannot be social business without being
social
• cannot be customer-centric without
collaboration with customers
• two fundamental shifts
– knowledge workers are becoming norm, thus
knowledge is critical
– social customer is becoming norm, demanding
social businesses
– collaboration is way to work, achieve goals today

14. collaborative enterprise ground rules
• access
– who, where, how, why, and what
• roles
– inside and outside, interchangeable
• compliance
– legal team may be friend or foe – your decision
• transparency and trust
– not stupid transparency, smart transfer of trust
• value co-creation is goal, objective, and end

15. putting it all together is hard…
Competitive Customer
Forces Demand
Strategy
Legal Channels,
Environment Social
Partners and
Collaborative Suppliers
Enterprise
Governance Technology
Social Technological
Environment Change

16. … and that is not all
• People
– Change management
– Culture above all
– Be social inside to be social outside
– Community managers
• Process
– VoC and CEM
– Socializing Processes and Functions
– Product leadership, customer intimacy, operational excellence
• Measurement
– Social metrics v common metrics
• Insights provided, support provided, ideas generated
– Forget ROI
– Loyalty and referrals

17. “NO PLAN OF OPERATIONS EXTENDS WITH
CERTAINTY BEYOND THE FIRST
ENCOUNTER WITH THE
ENEMY’S MAIN STRENGTH”

18. let’s talk

19. presentation on social perspective to
SFDC user group of SV - July 2012
esteban kolsky
thinkjar.net
esteban@thinkjar.net