understanding social business excellence
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© 2012 IBM Corporation
Keynote: Understanding Social Business ExcellenceRawn Shah | Social Business Strategist | IBM
Enterprise 2.0 SummitFeb 7 - 8, 2012 Cercle National d'Armee Paris, France
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Author, Blogger, Speaker
Social Business Strategist, IBM
Social Networking for Business, (Pearson/Wharton School Press 2010)On Amazon: http://t.co/4UpUVsg
http://about.me/rawn
Connected Business blog:
http://Blogs.Forbes.com/rawnshah
http://linkedin.com/in/rawnshah
http://twitter.com/rawn
Rawn Shah
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Business Value Creation
CustomerValue
Quality inOperations
OrganizationCulture
OperatingEfficiency
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
65% of Line of Business buyers
will buy without IT -- Forrester Research, 2011
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Line of Business (LOB) or Enterprise Functions:
• Sales, Marketing, Customer Service
• Human Resources, COO
• Research & Development
• Supply Chain, Suppliers & Business Partners
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
engagement
function
Many of our Organizations today have invisible walls
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
engagement
function
We want our people to work together better without walls, but…
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
The social media revolution has suddenly opened the walls and started new conversations for us
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Business conversations are spanning many roles and Lines of Business
Enhance employee / leader interactions
Improve effectiveness of sales channels
Enable employees to represent the company
Capitalize on innovative approaches
Improve customer service
Leverage loyalist customers
Engage in the community
Develop new businesses
Improve brand awareness
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Increase return on company assets
Enhance employee / leader interactions
Improve effectiveness of sales channels
Enable employees to represent the company
Improve product differentiation
Capitalize on innovative approaches
Improve customer service
Find unmet customer needs
Shorten time to market
Retain best customers
Improve sales effectiveness
Leverage loyalist customers
Deal better with blows to reputation
Develop employee competencies
Engage in the community
Strengthen culture
Deal with reputational risks
Improve company processes
Improve company processes
Improve shared services
Develop new businesses
Eliminate waste across the enterprise
Improve brand awareness
And growing…
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Increase return on company assets
Enhance employee / leader interactions
Acquire new customers
Improve effectiveness of sales channels
Enable employees to represent the company
Improve product differentiation
Provide employees with better information
Capitalize on innovative approaches
Improve employee climate
Improve customer service
Find unmet customer needs
Shorten time to market
Retain best customers
Improve sales effectiveness
Leverage loyalist customers
Get current customers to buy more
Deal better with blows to reputation
Develop employee competencies
Engage in the community
Share best practices
Recruit stellar employees
Strengthen culture
Improve employee performance
Deal with reputational risks
Generate income on intellectual capital
Encourage endorsements of products by loyalists
Reduce labor time on processes
Improve company processes
Improve company processes
Improve shared services
Drive effectiveness of supply chain
Develop new businesses
Eliminate waste across the enterprise
Improve brand awareness
Improve demand generation activities
And GROWING… chaos?
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
More and more open, cross-silo conversations
≠Lines of Business in organizations will going away.
Observation
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
?
How do we harness the power of these conversations to align to the goals and processes of the business?
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Start by adding some structure to Enterprise collaboration
+
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
copyright: Rawn ShahSocial Networking for Business(Wharton School Press,2010)[Figure Not published]
Places
PeoplePurpose
Interpersonal Actions
Relationships& Roles
Trust &Reputation
EnvironmentActions
SocialTasks
Culture
Social Experience
Content Actions
Domain
CommunityManagementLeadership
Online Collaboration &
Social experience is a combination of
many structural elements
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Structure must still be aligned to specific value goals
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Recognize LOBs may have different priorities & value goals
VP Product Development, Chief Design
Officer, VP Research
VP HR, CIO,GM
CMO, VP Sales, VP Customer
Service
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
So, we need to look at how
these structured social conversations
are adding or creating value to specific LOBs,
their business issues and their processes
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
1. How does Social create value?
2. How does this map to the goals, challenges, processes of LOBs?
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
How does social create value?
CaptureUnstructured
Data
Collaboration & Discovery
Analytical Insight
Transformation
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Value Creation Level 1:
— 70-80% of enterprise data is unstructured and growing 10 – 50 times faster than structured data
– Noel Yuhanna, Principal Analyst, Forrester Research, Nov 2010
— Capturing tacit knowledge from conversations across the organization – Off-boarding
Save tacit knowledge and before employees change jobs, leave or retire
— Transferring how we view and structure information from our minds to shareable data
CaptureUnstructured
Data
How Social creates Value in the Enterprise
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Value Creation Level 2:
— Accelerating ideation and innovation
— Building engagement & Strengthening relationships across employees, partners, customers
— Accelerate decision-making– simplified, context-focused, and semi-structured communications– identified relationships and dependencies– Incorporate recent activity & sentiment of decision participants
— Identifying process failures, constraints and weak points
Collaboration & Discovery
How Social creates Value in the Enterprise
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Value Creation Level 3:
— Attention Management: filtering the flow, prioritizing conversations & activities
— Data or Social Interaction Pattern analysis
— Sentiment analysis – internal & external
— Accelerating decisions based on data on behavior & sentiment
AnalyticalInsight
How Social creates Value in the Enterprise
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Value Creation Level 4:
— Integrating Unstructured data, Collaboration and Insight into process flows
— Process resiliency, and adaptive paths in a process = collaboration + insight
— Handling Process Exceptions through social interaction = tacit unstructured data + collaboration
— Alleviating process frustration and improving process adoption =collaboration + insight
Transformation
How Social creates Value in the Enterprise
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Increasing Value creation from Social business
CaptureUnstructured
DataCollaboration & Discovery
AnalyticalInsight Transformation
Specific gains
Strategic
Broadvalue
Tactical
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
How does value creation from social relate
to the goals, challenges and processes
of Lines of Business?
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Three Key Business Scenarios and Lines of Business
CMO, VP Sales, VP Customer
Service
Customer Care & Insight
VP Product Development, Chief Design Officer,
VP Research
Product & Service Innovation
VP HR, CIO,GM
Workforce Optimization
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Product & Service Innovation Goals
VP Product Development, Chief Design
Officer, VP Research
Radically Innovate Models,
Markets, Products
Leverage Collective
Intelligence
Innovate Through Partnerships
Cultivate Networks &
Communities of Expertise
Goals
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Product & Service Innovation
Challenges
Inflexible legacy models, products, infrastructure
Lack of Continuity of Technical Expertise
Limited Expertise in certain areas
Complex decisions
Locating resources
Capabilities
Connect to contextual expertise & resources
Build communities of practice & process
Build cross silo working relationships & culture with consistent messages
Build external partnerships with academia & industry
Generate Ideas through partner & customer co-creation (e.g., Social Business Jam)
Radically Innovate Models, Markets,
ProductsLeverage Collective
Intelligence
Innovate Through
Partnerships
Cultivate Networks & Communities of
Expertise
Strategy
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Applied to Product & Service Innovation(Research, Development, Supply Chain)
Def
ine
Stra
tegy
Incr
ease
val
ue to
LO
B
Collaboration & Discovery
Insight
Transformation
Capture Unstructured
Data
Define Strategy
Capture new ideas for innovation
Expand, explore, and validate innovative ideas
Determine patterns of innovation
Transform innovation focus, strategy & development processes
Execute
Describe needed innovation qualities & values
Identify hotspots of innovation
Define metrics and KPIs for innovation strategies
Set Business-strategic goals forInnovation
Challenges
Identify Goals
Capabilities
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Customer Care & Insight Goals
Enhance Customer
RelationshipsIntegrate Insight
Accelerate Customer
ResponsivenessImprove Brand
Loyalty
Goals
CMO, VP Sales, VP Customer Service
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Enhance Customer
Relationships
Integrate Insight
Accelerate Customer
Responsiveness
Improve Brand Loyalty
Customer Care & Insight (Marketing, Sales, Customer Service)
Challenges
Unsure of what is being said about company
Existing analytics is broadly distributed
Response can be slow or lack coordination
Capabilities
Analyze relevant customer conversations across global content
Detect risks to the brand in real-time
Identify & map experts to respond to data
Use internal communities, wikis, and project spaces to coordinate response
Strategy
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Collaboration & Discovery
Insight
Transformation
Capture Unstructured
Data
Applied to Customer Care & Insight(Marketing, Sales, Customer Service)
Define Strategy
Incr
ease
val
ue to
LO
B
Use communities to draw customer conversations
Identify experts among the collaborative conversations
Analyze customer conversations to detect risks to brand
Create real-time response process to mitigate risks
ExecuteD
efin
e S
trate
gyParticipate in communities of your own and outside your company
Identify supporters and detractors
Define what risk factors to listen for, how and where to listen
Create processes to mitigate risks to brand from social media activities
Challenges
Identify Goals
Capabilities
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
VP HR, CIO,GM
Workforce Optimization: Client Goals
Mobilize for Speed & Agility
Retain Expertise leaving the company
Improve Recruiting & Training new employees
Create a Culture of Sharing
Goals
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Workforce Optimization
Challenges
• Frequent exception handling
•Complex decisions
• Locating resources & coordinating effort
•Non-collaborative culture
Capabilities
• Facilitate communities for most complex process, products, …
•Provide intranet channel for consistent messages & linkages to resources & experts
•Build cross silo working relationships & culture
•Real-time risk monitoring
•Executive Blog with video, asking questions
Strategy
Mobilize for speed & agility
Retain expertise leaving
companyImprove
recruiting & training new employees
Create a culture of sharing
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Collaboration & Discovery
Insight
Transformation
Capture Unstructured
Data
Applied to Workforce Optimization (HR, Learning, CIO, General Manager)
Define Strategy
Incr
ease
val
ue to
LO
B
Create communities of practice for organization business topics
Enlist and assign inter-departmental roles to discuss topics
Analyze discussions, detect common exceptions and workarounds
Target exceptions and org friction at the process level
ExecuteD
efin
e S
trate
gyEncourage employees to communicate & interact
Build cross-silo interaction
Determine hot topics, exception issues, complex decision discussions
Reduce friction in decision making
Challenges
Identify Goals
Capabilities
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Think about
+ +Value Creation Line of Business goals,
challenges & processesMapping Goals to strategy to Execution
=Structured
Social Experiences
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Think about
+ +Value Creation Line of Business goals,
challenges & processesMapping Goals to strategy to Execution
=Structured
Social Experiences
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
Thank you
http://about.me/rawn
http://Blogs.Forbes.com/rawnshah
http://linkedin.com/in/rawnshah
http://twitter.com/rawn