WHAT DOES IT MEAN TO BUILD A SOCIAL ENTERPRISE, AND HOW TO DO IT

ESTEBAN KOLSKY - THINKJAR

comm

unity

channel

rules

biz

function com

mun

ity

chan

nel

rule

s

biz

fu

ncti

on

internal operations client-facing operations

social business pivot point

soci

al C

RM

(ext

erna

l)

enterprise 2.0 (internal)

in the absence of agreement about its meaning, the term social is used in many different senses and regarded as a fuzzy concept

a fuzzy concept is a concept of which the content, value, or boundaries of application can vary according to context or conditions, instead of being fixed once and for all

http://en.Wikipedia.org

•  collaboration •  responding to the social customer •  togetherness •  common v,m,g & o •  opening the kimono

•  not kumbayah

C

MR

S

MR

C

traditional 1:1 relationship socially enhanced 1:1:M relationship

comm

unity

channel

rules

biz

function

internal operations client-facing operations

social business pivot point

soci

al C

RM

(ext

erna

l)

enterprise 2.0 (internal)

R&D

ERP

SCM

ad-hoc

wiki scrm

str

ateg

y

structured

impromptu goal-oriented

• channel-specific • resources available • purpose • processes to support • integration needs

object-centric

twitter

wiki forum

microblog

blog physical • purpose for each one • guiding principles • use rules and guidelines • privacy and security

• business rules • service level agreements • measurement programs • analytical programs • segmentation rules

start here

collaboration

EFM

sales marketing

service end-end process

• social functions • experiences • data warehouse • eai, soa/rest, ws • portals, mashups

rules guidelines

analytics metrics

analytics

feedback

measurement

service level

agreement

business rules

segment

need? want? fit?

plan?

silo?

strategy? pr?

start

no joy

deploy governance

integration strategy pr plan

no no no

no

yes

no no

yes yes yes

yes

no

yes

yes

a commune is a cacophonic group.  a commune is a many-to-many disorganized conversation with no rules or enforcers

a collective is a one-way conversation when a group of users shares a common goal, with strict operating guidelines, a hierarchy,  and an entity that “leads” ensuring all users have the same goal 

a community is a like-minded group of individuals that favors two-way communication as a way to increase their power and knowledge.  communities are self-regulated and self-administered

function

rules

channel

function

rules

channel

customer

business function

surv

ey

customer

community

experience

soci

al n

oise

(maybe)