1. social,
connected,
and
collabora/ve
will
employees
and
customers
build
the
future
enterprise
together?
esteban
kolsky
thinkJar
@ekolsky
esteban@estebanjkolsky.com

2. can
you
define
a
social
enterprise?
(not
the
tradi/onal,
non-­‐profit,
for
the
social
good
defini/on)
most
people
pass,
but
we
all
agree
on
a
few
points:
an
organiza(on
that
leverages
social
channels
to
interact
with
customers,
partners,
employees,
suppliers
and
other
stakeholders
for
the
purpose
of
bringing
them
closer
and
help
them
work
be7er

3. social
is
not
the
whole
picture…
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
data
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
noise
Online
Offline
@RabidDog1973?

4. what
about
a
connected
enterprise?
this
is
trickier;
most
people
define
it
around
engagement
and
trust
I
like
to
add
elements
of
cross-­‐channel
experiences
and
make
sure
there
is
a
business
purpose
to
the
engagement
before
commiHng

5. dissociated
engagement
consumers ranking businesses ranking
reasons for interacting with reasons they think consumers
companies via social sites follow them via social sites
percep/on
gap
discount (61%) learn about new products (73%)
purchase (55%) general information (71%)
reviews & product rankings (53%) submit opinion on current products/services
(69%)
general information (53%) exclusive information (68%)
exclusive information (52%) reviews & product rankings (67%)
learn about new products (51%) feel connected (64%)
submit opinion on current products/services customer service (63%)
(49%)
customer service (37%) submit ideas for new products/services
(63%)
event participation (34%) be part of a community (61%)
feel connected (33%) event participation (61%)
submit ideas for new products/services purchase (60%)
(30%)
be part of a community (22%) discount (60%)

6. eroding
trust
among
consumers
60
50
53
47
51
51
48
40
36
30
30
25
20
10
0
Business
Media
NGOs
Government
2011
2012

7. cross-­‐channel
versus
mul0-­‐channel?
be3er
integra0on,
op0miza0on
silo
semi-­‐integrated
integrated
single
channel
mul0-­‐channel
cross-­‐channel
E
E R
K
D D D D D D
K K K K K K W D W
P
R R R R R R K UC
P
M
S
W E
C
P
M M R C C
S D
S
1980
1995
2010
S
–
SMS,
W
–
Web,
E
–
Email,
C
–
Chat,
P
–
Phone,
M-­‐
Social
Media,
D
–
Data,
K-­‐
Knowledge

8. finally,
the
collabora/ve
enterprise
of
course,
collabora(on
is
the
goal
a
collabora/ve
enterprise
is
where
E2.0
(internal)
and
SCRM
(external)
merged
to
form
plaCorm
where
partners,
customers,
employees,
suppliers
and
other
stakeholders
meet
to
collaborate
and
purposefully
co-­‐create
value

9. collabora/ve
is
not
the
final
answer
either
biggest
mistake
collabora0on
as
a
journey
or
a
stop
on
the
path
to
be3er
work
it
is
the
des(na(on,
not
the
journey
second
mistake
collabora0on
is
very
hard
to
do;
it
is
not
just
try
and
see
what
happens
proper
planning
is
the
difference
here

10. what
do
we
have
leb
then?
three
core
concepts
channels
(social)
engagement
(connected)
collabora(on
(collabora0ve)
the
essence
of
social
business

11. we
say
this
is
a
business
problem
competitive
customer
forces
demand
process
+ strategy
channels,
legal partners and
environment suppliers
business
Social
model
Business
Model metrics and
financial
measurement
demands
governance
+ people technology
culture and technological
social issues change

12. we
create
complex
business
plans

13. what
if
this
was
a
physics
problem?

14. simple
equa/ons
make
business
decisions
collabora/on
=
engagement
x
channel
collabora/on
collabora/on
engagement
=
channel
engagement
channel
collabora/on
channel
=
engagement

15. decision
making
process
social
business
strategy
client-­‐facing
opera0ons
internal
opera0ons
enterprise
2.0
(internal)
social
CRM
(external)
community
community
func/on
channel
func/on
channel
rules
rules
biz
biz

16. the
final
architecture
is
this
R&D
PLM
KM
CRM
ERP
…
social
business
plaiorm
integra/on
engine
rules
engine
reputa/on
engine
collabora/on
engine
channels
(social
or
not)
communi/es

17. benefits
of
doing
this
right
outside
of
the
business
inside
of
the
business
customer
…but
cannot
has
an
idea…
implement
the
idea
customer
creates
…company
creates
knowledge…
same
knowledge
customer
knows
fix
…company
has
for
problem…
problem
to
be
fixed
firewall
inhibits
engagement
and
collabora0on

18. decisions
you
have
to
make,
using
model
• iden/fying
the
right
people
(engagement)
• bringing
them
into
the
right
place
(channel)
• geHng
the
right
value
(collabora/on)
• integra/ng
the
data
(channel)
• ac/ng
on
it
(collabora/on)
• making
it
work
long
term
(engagement,
collabora/on)
• fostering
engagement
(engagement,
collabora/on,
channel)

19. final
considera/ons
to
focus
on
• segmen/ng
– cannot
do
cross-­‐channel
without
proper
segmenta/on
– segment
based
on
use
cases,
JTBD
–
not
revenue
• metrics
– need
to
change
your
metrics
to
adapt
to
what
is
necessary
– effec/veness
over
efficiency
• technology
is
not
solu/on,
it
aids
the
solu/on
– people,
process,
technology,
governance,
metrics
all
play
a
role

20. ask
ques/ons
and
discuss…

21. social,
connected,
and
collabora/ve
will
employees
and
customers
build
the
future
enterprise
together?
esteban
kolsky
thinkJar
@ekolsky
esteban@estebanjkolsky.com