1. How can you use enterprise technologies to improve
organizational performance?
2. Partners Stockholders Clients Employees CRM helps us
understand the motivations, experience and objectives of the
internal and external clients of the organization Content Cases
MetricsMethodsIntroduction
3. Focus : what does the organisation look like ? Target : what
are your trying to improve ? Knowledge : what do you need to know ?
Leverage : what tools can you leverage ? Value : how do you measure
success ? Objectives Information Systems The Internet Data and
Information The Problem The Challenges
7. 2006 LHST sarl Organizational rigidity Organic growth
Clearly defined functions Connectivity is the key Organizational
boundaries Boundaries are thin and permeable Corporate strategy
Strategy is in the network Product development cyle Solution
selling Introduction Networks ApplicationChallenges Value
9. 2006 LHST sarl Common objectives shared meaning Actors and
actants Innovation closely tied to organisation Possibilities tied
to societal environment Content Cases
MetricsMethodsIntroduction
10. 2006 LHST sarl Introduction Networks ApplicationChallenges
Value
12. Static Web Pages (HTML) Distributed Applications(Dynamic
web pages, ASP, JSP, PHP, ...) Web Services (XML) The Web is Reborn
Introduction Context Building Blocks Challenges
13. Thousands of friends or partners in the co-creation of
value? Social CRM is a business strategy designed to engage the
customer in a collaborative conversation in order to provide
mutually beneficial value in a trusted & transparent business
environment. It's the company's response to the customer's
ownership of the conversation. Paul Greenberg Content Cases
MetricsMethodsIntroduction
14. Social CRM is a business strategy rather than technology,
tools or platforms Social CRM is all about engagement drawing
customers into the organization. Social CRM enhances rather than
replaces traditional CRM Its by defintion customer centric - the
ultimate goal of Social CRM is building trust and the brand Harish
Kotadia, Ph.D.. Content Cases MetricsMethodsIntroduction
15. All businesses have always been social; whats new is the
set of observable behaviors and available technologies that enable
businesses to leverage these to solve business problems. ~Gil
Yehuda Content Cases MetricsMethodsIntroduction
16. "Experience is knowledge, everything else is information"
-- Albert Einstein Service economy value comes from services
embedded in the product Pine and Gilmore argued that
differentiation today comes from creating experiences Starbucks,
Michelin, Herms, Apple Companies provide stages, managers are
actors, customers are active spectators Content Cases
MetricsMethodsIntroduction
17. Blind trust "Seeing is believing" Trustworthiness Personal
or product based reputation Contextual trust What works in a
special context Referred trust Relying on the opinions of those we
admire Vanessa Hall - The Truth About Trust in Business Content
Cases MetricsMethodsIntroduction
18. Content Cases MetricsMethodsIntroduction
19. How effectively will you tell this story to your business
partners? Disti Engagement Disti PAM Engagement SMB Engagement
Challenges Skills Roadmap A story begins with conflict What
business problems are we trying to solve Transform a conflict into
opportunity? Why does this situation exist? What knowledge and
skills are missing? Who are the heros of this story? How does
changing the roles move this story forward? Is it a question of
people, process or technology? What is the next step? Content Cases
MetricsMethodsIntroduction
20. Content Cases MetricsMethodsIntroduction
21. The three most important factors that influence consumer
behavior are : personal experience (98%) companys reputation or
brand (92%) recommendations from friends and family (88%) 41% of
customers believe that companies should use social media tools to
solicit feedback (Cone Business in Social Media Study, 2008) 43% of
consumers say that companies should use social networks to address
customers problems Only 7% of organizations understand the CRM
value of social media, according to the Brand Science Institute,
European Perspective, August 2010 Jacob Morgan Content Cases
MetricsMethodsIntroduction
22. The Conversation Prism v2.0 You are at the center of the
prism The first layer of circles displays the activity of learning
and organizing engagement strategies The second ring maps specific
authorities within an organization to provide a competent and
helpful response. The third ring represents the continual rotation
of listening, responding, and learning online and in the real
world. Content Cases MetricsMethodsIntroduction
23. Content Cases MetricsMethodsIntroduction
24. Its not a question of channels but of capturing
conversations Gartner sees SCRM is a $1B extension of the CRM
market Jive and Lithium are seen as market leaders Oracle CRM and
Salesforce are niche players The importance of hosted communities
The future of social analytics Content Cases
MetricsMethodsIntroduction
25. Hosting and supporting a branded or private- label
community Monitoring and surveying private-label or independent
social networks Facilitating the sharing of common B2B or
business-to-consumer (B2C) contacts through the use of an internal
community Community product reviews to facilitate the online sales
process 30 Content Cases MetricsMethodsIntroduction
26. Member communities reach more internet users (66.8%) than
email (65.1%) Fastest growing sector for Internet use is
communities (5.4% in a year) 43% of consumers say that companies
should use social networks to solve the consumers' problems (Cone
Business in Social Media Study) 7% of organizations understand the
CRM value of social media according to the Brand Science Institute,
European Perspective, August 2010. The Three most influential
factors for consumers when deciding which company to do business
with are: 1. personal experience (98%), 2. companys reputation or
brand (92%), and 3. recommendations from friends and family (88%)
Content Cases MetricsMethodsIntroduction
27. Access to more trusted and independent information through
many-to-many participation. Personalization of interactions with an
organization and products or services offering greater control
over: Their own level of engagement with an organization The
information they want, rather than being pushed information A
buying process that aligns with a buyer's needs Fulfilling
emotional needs. 32 Unhappy / unengaged customers Happy / engaged
customers Customer Advocates Customers For Life Content Cases
MetricsMethodsIntroduction
28. 1. The Work Network With whom do you exchange information
as part of your daily work routines? 2. The Social Network With
whom do you check in, inside and outside the office, to find out
what is going on? 3. The Innovation Network With whom do you
collaborate or kick around new ideas? 4. The Expert Knowledge
Network To whom do you turn for expertise or advice? 5. The Career
Guidance or Strategic Network. Whom do you go to for advice about
the future? 6. The Learning Network. Whom do you work with to
improve existing processes or methods? Karen Stephenson
Introduction Context Building Blocks Challenges Concerns
29. Characteristic Value Degree Centrality Number of links
Betweeness Centrality Role of brokerage Closeness Centrality Vector
of visibility Network Centralization Centralized vs Decentralized
Network Reach Importance of first 3 levels Boundary Spanners Linked
to Innovation Peripheral Players Potential Gateways Introduction
Context Building Blocks Challenges Concerns
30. In physics, a power law relationship between two scalar
quantities x and y is any such that the relationship can be written
as y = ax^k,! where a (the constant of proportionality) and k (the
exponent of the power law) are constants. in its simplest terms
roughly eighty percent of the work is done by twenty percent of the
network Introduction Context Building Blocks Challenges
Concerns
31. In reality, the market is nothing but a directed network No
manager or firm can succeed or fail alone, customers, managers and
teams are inherently linked together in social networks. The notion
of interdependence : managers constitute hubs and nodes of the
network, organization learning will filter down and out through the
network as a whole. six degrees of separation : everyone in the
world can be reached through a short chain of acquaintances. Change
is marked by "phase transitions" from states of disorder to order:
"cascading failure and emergent threats . Introduction Context
Building Blocks Challenges Concerns
32. Introduction Context Building Blocks Challenges
Concerns
33. Purpose Enable customers to extend brand, provide critical
feedback, and deliver peer-based support; Perform market research
and reward loyal customers Key Services Blogs, Wikis, Social
Ranking, Info Filtering, Web Conferencing, Discussion, Presence/IM,
People Finding Functional Emphasis On Security & Access Control
Scaling, Clustering, Failover Reporting & Analytics UI
Customization Spam/Naughty Filtering Author, Editing, Commenting
Personalization Search Typical Adopters Consumer Goods companies
Technology companies Branded Customer Communities Enterprise Social
Software Report Introduction Context Building Blocks Challenges
Concerns
34. Introduction Context Building Blocks Challenges
Concerns
35. Introduction Context Building Blocks Challenges
Concerns
36. Peer to peer banking Zopa categorizes borrower credit
grades; lenders then make offers, borrowers agree to aggegrate rate
Zopa distributes the money, completies the legal paperwork,
performing identity/credit checks, and enforces collections. Zopa
mitigates risk for lenders, optimizes market offer for borrowers
Zopas repayment rate is currently 99.35 per cent Introduction
Context Building Blocks Challenges Concerns
37. The Idea Network Introduction Context Building Blocks
Challenges Concerns
38. Pearltrees is an example of social curation Users can
assemble these pearls into trees based around a topic Pearltrees is
using that data to determine how different topics and bookmarks are
related. In the same vein as Googles PageRank and Facebooks
EdgeRank, Pearltrees uses TreeRank to explore the notion of an
Interest Graph Introduction Context Building Blocks Challenges
Concerns
39. The Expert Network Introduction Context Building Blocks
Challenges Concerns
40. InnoCentive is an "open innovation" company that tackles
research an development problems Open Innovation suggests that
innovation is more likely to come from a community than from an
organization The model addresses problems in engineering, computer
science, math, the physical sciences and business. Cash awards are
given for solving challenge problems typically from $10,000 to
$100,000. Introduction Context Building Blocks Challenges
Concerns
41. The Social Network Introduction Context Building Blocks
Challenges Concerns
42. Introduction Context Building Blocks Challenges
Concerns
43. Introduction Context Building Blocks Challenges
Concerns
44. Introduction Context Building Blocks Challenges
Concerns
45. Information overload Misplaced costs of social obligations
Information pollution (spam) Dealing with hierarchy in a
professional environment The quality of information can be very
poor Introduction Context Building Blocks Challenges Concerns
46. What is our organizational focus? What are we trying to
improve? What knowledge do we need to capture? What can we leverage
to improve the system? How will we measure the results? Focus
Improve Knowledge Leverage Measure Networks Relationships Emerging
Interactions Innovation Introduction Context Building Blocks
Challenges Concerns
47. Internet: "The Big Picture" URL HTML, HTTP WWW 500 million
users more than 3 billion pages Introduction Context Building
Blocks Challenges
48. HTML HTML is the lingua franca for publishing hypertext on
the World Wide Web. It is a non-proprietary format that uses tags
such as and to structure text into headings, paragraphs, lists,
hypertext links etc HTML Home Page
49. XML 733.7683.3325842.09 XML documents describe the content
of a transaction rather than the format of a page. There are six
kinds of XML markup : elements, entity references, comments,
processing instructions, marked sections, and document type
declarations. What is XML? Introduction Context Building Blocks
Challenges
50. SOAP The Simple Object Access Protocol permits the exchange
of documents written in XML over the Web SOAP is compatible with
existing Web servers and can work through Firewalls, SOAP are not
persistent, and can be reinitialized easily if the network breaks
down The latest version of SOAP Version 1.2, was published in April
2007 The W3C proposes an on-line tutorial on SOAP at
http://www.w3schools.com/soap/default.asp Introduction Context
Building Blocks Challenges
51. SOAP EXAMPLE Ethan Cerami, Web Services Essentials SOAP is
platform independent, and therefore enables diverse applications to
communicate with one another. Introduction Context Building Blocks
Challenges
52. WSDL Web Services Development Language is an XML grammar
for specifying a public interface for a Web service. This public
interface can include the following: Information on all publicly
available functions. Binding information about the specific
transport protocol to be used. Address information for locating the
specified service. The version 2.0 of WSDL has been submitted to
the W3C. See this W3C page for the latest draft. [WebMethod] public
MortgagePayments CalculateMortgage( string amount, string years,
string interest, string annIns, string annTax) { MortgagePayments p
= new MortgagePayments(); ... // calculate mortgage payments here;
return p; } Introduction Context Building Blocks Challenges
53. UDDI The Universal Description Discovery and Integration
(UDDI) is an open framework that permits businesses to share
information White Pages: This includes general information about a
specific company. For example, business name, business description,
and address. Yellow Pages: This includes general classification
data for either the company or the service offered. For example,
this data may include industry, product, or geographic codes based
on standard taxonomies. Green Pages: This includes technical
information about a Web service. Generally, this includes a pointer
to an external specification, and an address for invoking the Web
service. http://www.uddi.org Introduction Context Building Blocks
Challenges
54. REST Representational State Transfer- a stateless,
client-server, cacheable communications protocol; REST is an
architecture style for designing networked applications; With SOAP,
you're using an envelope; with REST, it's a postcard RESTful
applications use HTTP requests to post data (create and/or update),
read data (e.g., make queries), and delete data. REST requests
rarely use XML, REST services might use XML in their responses
http://mbaron.developpez.com/soa/rest/ Common HTTP verbs
Introduction Context Building Blocks Challenges