Purposeful Collaboration - Presented at IBM Connect 2014
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Transcript of 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!
© 2010 – 2014 Constella0on Research, Inc. All rights reserved.
"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?
© 2010 – 2014 Constella0on Research, Inc. All rights reserved.
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
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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
© 2010 – 2014 Constella0on Research, Inc. All rights reserved.
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
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Stage One
Sharing
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Working In The Stream
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• Status updates • Sharing links • Asking ques0ons
Company wide use-‐cases
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But Something Is Missing
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Sharing Geeng Work Done
Stage 2
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Adding A Social Layer
Company wide usecases
Departmen
ts
Commun
i0es
Projects
Social layer Social layer
11
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Integrate with exis0ng business tools…
12
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… and complement exis0ng corporate data
13
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ERP CRM
14
Stream Level Integration
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BPM In IBM Connec=ons
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SAP In IBM Connec=ons
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© 2010 – 2014 Constella0on Research, Inc. All rights reserved.
S0ll Adop0on Issues
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Sharing Geeng Work Done
Stage 3
Purposeful Collabora0on
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Don’t just mimic social networks
Improve business tools and processes
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Make “Social” A Feature of Your Processes
Support Ticket
Customer Record
Marke0ng Campaign
Business Applica0ons
Social Network
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Social
HR/HCM Learning/
Development
Community / CX / Support
Sales / CRM Marke0ng
Industry ver0cals
Engineering
Business Use-Cases
22
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so that we can achieve ________________
business process x
We need to improve _____________
Business Mad Libs
23
desired business result y
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so that we can ________________
We need to ________________
close more deals
grow the sales pipeline
Sales / CRM
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so that we can ___________________
We need to ________________
get products to market quicker
reduce development 0mes
Engineering
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so that we can ___________________
We need to _______________
have a beEer connected workforce
provide beEer onboarding
Human Capital Management
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so that we can ________________
We need to _____________
have happier customers
resolve issues faster
Customer Service
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so that we can ________________
We need to __________________
Reach a larger audience
Cul0vate more champions
Customer Service
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so that we can _______________
We need to ________________
Build what they need
Listen to our customers
Customer Service
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so that we can ______________
We need to ______________
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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
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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
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IBM Connec=ons In SugarCRM
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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.
© 2010 – 2014 Constella0on Research, Inc. All rights reserved. 35
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.
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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
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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
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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
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The “Business Processes” don’t
need to be departmental
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Innovation How Collaboration Software !Powers The Process!
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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
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Innovation Across Your Organization
HR Marke0ng Sales
Support Engineering Leadership
Payments Shipping Adver0sing
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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
© 2010 – 2014 Constella0on Research, Inc. All rights reserved. 44
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
© 2010 – 2014 Constella0on Research, Inc. All rights reserved.
Alan Lepofsky [email protected] Twitter: @AlanLepo
45
Thank You
© 2010 – 2014 Constella0on Research, Inc. All rights reserved. © 2010 -‐ 2013 Constella0on Research, Inc. All rights reserved. www.ConstellationRG.com
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What Is Social Business?
The way organiza0ons engage with their employees, partners
prospects and customers Market Se
ll
Listen
Respond
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