Purposeful collaboration

The Rise of Purposeful Collaboration
From Simply Sharing to Getting Work Done

April 2, 2013

Alan Lepofsky (@alanlepo)
Vice President and Principal Analyst

© 2010 - 2013 Constellation Research, Inc. All rights reserved. Client Confidential

Agenda
A culture of sharing

Getting started with social

Purposeful
Collaboration

2

Let’s Start With A Definition of “Social”

Collaboration tools enable people to
discover and interact with, the
content, colleagues and communities,
that can help them get their jobs done.

3

Recording and sharing information is not new

4

Forming networks in not new
5

So What’s Changed?

The New World of
Work

6

Sharing Everything

7

No more “Knowledge is power”

8

Everyone has a voice

9

Technological Advancements

• New platforms

• Cloud

• Mobile

10

New Tools and New Actions

11

Cloud Computing vs. On-Premises

12

Smart Phones, tablets, touch

13

The working environment has changed

• New models of work
• Everything is transparent
• Life:Work boundaries
• Choices

14

Global, muti-
generational
workforce

15

Transparency

16

Walls between home
and work are crumbling

And breaking down the boundary between
internal and external.
I think there will always be some
difference, but not what it once was

17

Choices: Bring Your Own ______

18

What can they tools do at work?

So what does this mean for business?

19
Photo Credit: Constellation Research, Inc. All rights reserved.
© 2010 - 2013 http://www.flickr.com/photos/jbalazs/724615669/ Client Confidential

Getting Started With Social Software

20

Discovery
and
interaction

21

Company wide use-cases

• Status updates
• Sharing links
• Asking questions
• Communities
• Knowledge Sharing
• Social Learning
22

Adding A Social Layer
Company wide usecases

Social layer Social layer

Communities
Departments

Projects
23

Stream Level Integration

Embedded experiences
CRM

HR
ERP

24

So where is everybody?


People don’t like change


Do I work inside my
business tool,
or
“Yet another tool”?

Purposeful Collaboration

Sharing, Transparency, Discove Getting Work Done
ry Core Business Processes


Integrate with existing business tools…

29

… and complement existing corporate data

30

Sales (CRM)
Example workflow:
Use Cases: • Sales rep enters a new lead into
CRM system
• Pipeline generation • Event is broadcast into the
• Enablement/Training company’s activity stream
• Request for proposal • An employee responds with the
name of a friend that works at
• Collaboration with account the prospect
• Competitive intelligence • The rep is notified on their mobile
device about the response
• Best practices • Rep connects with that person
and closes the deal

31

Human Resources
Use Cases: Example workflow:
• Recruiting • A new hire has a question but
does not know who to ask. They
• Onboarding post in the company newsfeed
• Performance • An employee that knows the
answer responds, linking to a
• Learning & Development community where the answer is
posted
• Coaching & Mentoring
• The new hire finds the
• Recognition & Rewards answer, joins the community and
connects with similar employees

32

Customer Engagement
Example workflow:
Use Cases: • A customer posts a complaint on
• Social media support a social network
• Social media monitoring catches
• Building a community of the post and routes it to a
champions for peer to customer support rep
peer support • The rep sees the customer’s
• Rewarding brand evangelists information and is presented with
with discounts and offers a recommended response
• They resolve the issue and offer a
• Crowdsource ideas future discount
33

Marketing
Example workflow:
Use Cases: • The Director of Marketing creates
• Collateral Building/Publishing a new campaign in the marketing
automation system
• Event Planning
• The sales reps for the targeted
• Competitive Intelligence regions are notified
• Campaign Execution • They provide feedback about how
• Lead Nurturing to tweak the campaign to provide
better results
• Press/Analyst Relations • The leads start coming in

34

Development/Engineering
Example workflow:
Use Cases: • Product Managers and
Development Managers prioritize
• Feature Requests the features & fixes for the next
• Release Management release
• Problem tracking • If the developers have questions
they can discuss the
• Product documentation requirements with the PMs inline
• Partner enablement • Sales, Marketing and Support can
keep track of the release
• Product is launched

35

Potential Benefits of Purposeful Collaboration

• Grow the sales pipeline, close more deals and in
less time
• Reduce development times, ship products more
rapidly and with better quality
• Improve customer support / satisfaction
• Provide better training for employees and a
more connected workforce

36

Let’s Review
• Culture, Technology and Business Practices are evolving
to adapt to today’s more social working environment
• The first era of enterprise social was about collaborating
more effectively by working more transparently and
increasing participating via “social software”
• With Purposeful Collaboration, “social” is built directly
into the tools and business processes people use to get
their jobs done

37

So What Should You Do Next?
• Get coffee ;-)
• Don’t decide you need to starting adding social software just
because you’ve heard that you should.
• Investigate which of your organization’s business processes are in
need of improvement. Find bottleneck and failures.
• Document your current challenges and define the results you’d like
to achieve. Set goals and milestones.
• Begin the process of choosing the vendor/platform that meets your
deployment and integration needs.
• Think big, enterprise collaboration works better at scale.

38

Thank You

Alan Lepofsky
Alan.lepofsky@ConstellationRG.com
Twitter: @AlanLepo

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Purposeful collaboration

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