My presentation at SugarCon 2011 on how to move past Social CRM and Social Business and build a collaborative enterprise.

1. to social crm and beyond!
esteban kolsky
thinkjar

2. implementing social CRM
1. first, consider end result (why are you doing this)
2. second, compare to your business (gap analysis)
3. third, lay out the basic components (core strategy)
a. mission
b. vision
c. goals
d. objectives
4. fourth, measurement (how do you know if it worked)
5. fifth, setup governance (how to manage it)
6. sixth, get buy-in (always important)
7. seventh, implement and start again (iterative process)

3. 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

5. first, we had social media

6. then, we moved to social CRM

7. finally, we evolved to social business

8. the missing word? collaboration

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

10. the collaborative enterprise
collaborate around
and with clients,
partners, suppliers
E2.0 & consumers
collaborate to
understand jobs-to-be-
done
Social
CRM co-create to meet
expectations
act on insights
provide and surpass the
expected experience

11. 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

12. let the collaboration in
outside of the inside of the
business 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. collaborating for knowledge
knowledge document “island” partner
base repository data knowledge
ontology
taxonomy
business rules
content rules
internal users communities
CRM inventory shipping ecommerce financing

14. collaborating for ideas

15. collaborating for feedback
performance
loyalty morale
satisfaction effective
customer process agent
end-to-end process

16. 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

17. questions?