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Understanding Social Business Excellence - Enterprise2.0Summit 2012, Paris
- 1. Keynote: Understanding Social Business Excellence
Rawn Shah | Social Business Strategist | IBM
Enterprise 2.0 Summit
Feb 7 - 8, 2012
Cercle National d'Armee
Paris, France
© 2012 IBM Corporation
- 2. Rawn Shah
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@us.ibm.com
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 3. Business Value Creation
Customer Operating
Value Efficiency
Quality in Organization
Operations Culture
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 4. 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
- 5. 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
- 6. Many of our Organizations today have invisible walls
engagement
function
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 7. We want our people to work together better without
walls, but…
engagement
function
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 8. 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
- 9. Business conversations are spanning many
roles and Lines of Business
Capitalize on
innovative
approaches
Engage Develop new
in the businesses
community
Improve Improve
Leverage
effectiveness brand
loyalist
of sales awareness
customers
channels
Enable
Enhance employees to
employee / represent the
leader Improve
customer company
interactions
service
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 10. And growing…
Develop new Capitalize on
Retain best businesses innovative
Leverage approaches
customers loyalist
customersImprove
Engage shared Shorten time
in the services to market
community
Improve Improve Improve
sales Strengthen
culture effectiveness brand
effectiveness of sales awareness
channels Deal better
Improve
company with blows to
processes reputation
Develop
Increase Improve Enable
employee Enhance
return on product employees to
competencies employee /
company differentiation represent the
assets leader company Improve
interactions
Eliminate company
waste across processes
Find unmet
the customer
enterprise needs Improve
customer
Deal with service
reputational
risks
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 11. And GROWING… chaos?
Develop new Capitalize on
Retain best businesses innovative
Leverage approaches
customers loyalist Encourage
customersImprove endorsements
Engage shared Acquire new Shorten time of products by
Improve to market Get current
in the services customers loyalists
employee customers to
community climate buy more
Improve Improve Improve
sales Strengthen
culture effectiveness brand
effectiveness of sales awareness
Recruit
channels stellar Deal better
Improve Reduce labor
company time on employees with blows to
processes processes reputation
Develop
Increase Improve Enable
employee Enhance
return on product employees to
competencies employee /
company differentiation represent the
assets leader company Improve
interactions
Eliminate company
Drive waste across processes
Find unmet
Generate effectiveness the customer Improve
income on of supply enterprise needs employee
chain Improve performance
intellectual Share best customer
capital practices service
Deal with
reputational Improve
Provide
risks demand
employees
with better generation
information activities
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 12. Observation
More and more open, cross-silo conversations
≠
Lines of Business in organizations will going away.
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 13. 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
- 14. Start by adding some structure to Enterprise collaboration
+
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 15. Online
Environment
Collaboration &
Actions
Social experience
is a combination of
Places many structural
elements
Content Domain
Actions
Interpersonal
Social Experience
Actions
Purpose People
Culture
Community
Leadership Management Relationships
& Roles
copyright: Rawn Shah
Social Trust & Social Networking for Business
Tasks Reputation (Wharton School Press,2010)
[Figure Not published]
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 16. Structure must still be aligned to specific value goals
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 17. Recognize LOBs may have different priorities & value goals
VP Product
Development,
Chief Design
Officer,
VP Research
CMO, VP Sales,
VP Customer
Service
VP HR, CIO,
GM
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 18. 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
- 19. 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
- 20. How does social create value?
Capture
Unstructured
Data
Collaboration
& Discovery
Analytical
Insight
Transformation
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 21. How Social creates Value in the Enterprise
Capture
Value Creation Level 1: Unstructured
Data
— 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
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 22. How Social creates Value in the Enterprise
Collaboration
Value Creation Level 2:
& Discovery
— 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
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 23. How Social creates Value in the Enterprise
Analytical
Value Creation Level 3:
Insight
— 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
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 24. How Social creates Value in the Enterprise
Value Creation Level 4: Transformation
— 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
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 25. Increasing Value creation from Social business
Capture
Collaboration Analytical
Unstructured Transformation
& Discovery Insight
Data
Tactical Strategic
Specific Broad
gains value
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 26. 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
- 27. Three Key Business Scenarios and Lines of Business
Product & Service Customer Care Workforce
Innovation & Insight Optimization
VP Product Development, CMO, VP Sales, VP HR, CIO,
Chief Design Officer, VP Customer GM
VP Research Service
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 28. Product & Service Innovation Goals
Radically
Leverage
Innovate Models,
Collective
Markets,
Intelligence
Products
Goals
Cultivate VP Product
Innovate Through Networks & Development,
Partnerships Communities of Chief Design
Expertise Officer,
VP Research
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 29. Radically Innovate
Leverage Collective
Models, Markets,
Intelligence
Products
Innovate
Product & Service Innovation
Cultivate Networks
Through & Communities of
Expertise
Partnerships
Challenges Capabilities
Connect to contextual expertise
Inflexible legacy
& resources
models, products,
infrastructure
Build communities of practice &
Lack of Continuity process
of Technical Expertise
Build cross silo working Strategy
Limited Expertise relationships & culture with
consistent messages
in certain areas
Build external partnerships with
Complex
academia & industry
decisions
Generate Ideas through partner
Locating
& customer co-creation (e.g., Social
resources
Business Jam)
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 30. Applied to Product & Service Innovation
(Research, Development, Supply Chain)
Challenges Capabilities
Identify Goals Define Strategy Execute
Describe needed Capture Capture new ideas
innovation Unstructured
Data
for innovation
qualities & values
Increase value to LOB
Identify hotspots Collaboration
Expand, explore,
and validate
Define Strategy
of innovation & Discovery
innovative ideas
Define metrics
Determine patterns
and KPIs for Insight of innovation
innovation
strategies
Transform innovation
Set Business- focus, strategy &
Transformation
strategic goals for development
Innovation processes
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 31. Customer Care & Insight Goals
Enhance
Customer Integrate Insight
Relationships
Goals
Accelerate CMO, VP
Improve Brand Sales, VP
Customer
Loyalty Customer
Responsiveness
Service
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 32. Enhance
Customer
Integrate
Relationships Insight
Accelerate
Customer Care & Insight
Customer
Improve Brand
Loyalty (Marketing, Sales, Customer Service)
Responsiveness
Challenges Capabilities
Analyze relevant customer
Unsure of what is conversations across global
being said about content
company
Detect risks to the brand in real-
Existing analytics time Strategy
is broadly
distributed Identify & map experts to
respond to data
Response can be
slow or lack Use internal communities,
coordination wikis, and project spaces to
coordinate response
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 33. Applied to Customer Care & Insight
(Marketing, Sales, Customer Service)
Challenges Capabilities
Identify Goals Define Strategy Execute
Participate in Capture
communities of your Unstructured Use communities to draw
own and outside Data customer conversations
your company
Increase value to LOB
Identify supporters Collaboration Identify experts among the
Define Strategy
and detractors & Discovery collaborative conversations
Define what risk
Analyze customer
factors to listen for, Insight conversations to detect
how and where to
risks to brand
listen
Create processes to Create real-time response
mitigate risks to brand Transformation process to mitigate risks
from social media
activities
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 34. Workforce Optimization: Client Goals
Retain Expertise
Mobilize for
leaving the
Speed & Agility
company
Goals
Improve
Recruiting & Create a Culture VP HR,
CIO,
Training new of Sharing GM
employees
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 35. Mobilize for Retain
expertise
speed & leaving
agility company
Improve Workforce Optimization
recruiting & Create a culture
training new of sharing
employees
Challenges Capabilities
• Facilitate communities for most
complex process, products, …
• Frequent exception
handling • Provide intranet channel for
consistent messages & linkages to
• Complex decisions resources & experts
Strategy
• Locating resources • Build cross silo working
& coordinating effort relationships & culture
• Non-collaborative • Real-time risk monitoring
culture
• Executive Blog with video, asking
questions
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 36. Applied to Workforce Optimization
(HR, Learning, CIO, General Manager)
Challenges Capabilities
Identify Goals Define Strategy Execute
Encourage Capture
employees to Create communities of
Unstructured practice for organization
communicate & Data
interact business topics
Increase value to LOB
Build cross-silo Collaboration Enlist and assign inter-
departmental roles to
Define Strategy
interaction & Discovery
discuss topics
Determine hot
Analyze discussions, detect
topics, exception Insight common exceptions and
issues, complex
workarounds
decision discussions
Target exceptions and org
Reduce friction in Transformation friction at the process level
decision making
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 37. Think about
= + +
Value Creation Structured Line of Business goals, Mapping Goals to
Social challenges & processes strategy to Execution
Experiences
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 38. Think about
= + +
Value Creation Structured Line of Business goals, Mapping Goals to
Social challenges & processes strategy to Execution
Experiences
© 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s
- 39. Thank you
http://about.me/rawn http://linkedin.com/in/rawnshah
http://Blogs.Forbes.com/rawnshah http://twitter.com/rawn
rawn@us.ibm.com © 2012 IBM Corporation
Rawn Shah -- Enterprise 2.0 Summit, Paris, 2012 // #e20s