Social Business: Using Social Processes and Technologies To Achieve Strategic Objectives

Jesse Wilkins, CRMDirector, Systems of Engagement

AIIM InternationalSeptember 13, 2011

About AIIM

• International - Members in 146 countries

• Independent - Unbiased and vendor neutral

• Implementation Focused - Processes, not just technology

• Industry Intermediary - users, suppliers, consultants, analysts, and the channel

• http://www.aiim.org

Jesse Wilkins, CRM

•Director, Systems of Engagement, AIIM

•Background in electronic records management, email management, ECM, and social technologies

•Frequent industry speaker and author•AIIM ERM and E2.0 Expert Blogger•Instructor for AIIM Certificate Programs

A technology inflection point

Implications

The social business roadmap

A technology inflection point

Era

Years

Typical thing

managed

Best known

company

Content mgmt focus

Mainframe

1960-1975

A batch trans

IBM

Microfilm

Mini

1975-1992

A dept process

Digital Equipmen

t

Image Mgmt

PC

1992-2001

A documen

t

Microsoft

Document Mgmt

Internet

2001-2009

A web page

Google

Content Mgmt

???

2010-2015

???

???

???

Systems of Record

Systems of Record

Systems of Record

Command and control

Systems of Record

Transaction-oriented

Data-centric

User learns system

Security is key issue

Source = AIIM and TCG Advisors

Systems of Engagement

Era

Years

Typical thing

managed

Best known

company

Content mgmt focus

Mainframe

1960-1975

A batch trans

IBM

Microfilm

Mini

1975-1992

A dept process

Digital Equipmen

t

Image Mgmt

PC

1992-2001

A documen

t

Microsoft

Document Mgmt

Internet

2001-2009

A web page

Google

Content Mgmt

Social and Cloud

2010-2015

An interactio

n

Facebook

Social Business Systems

Systems of Record

Systems of Engagement

A technology inflection point

Implications

Command and control

Command and control

Systems of Record

Transaction-oriented

Transaction-oriented

Document-centricDocument-centric

Limited deployment

Limited deploymentCentral IT-

provisionedCentral IT-

provisioned

The Next Decade of Enterprise ITSystems of Engagement

Interaction-oriented

User-centric

Ubiquitous deployment

Self-provisioned

Open and accessible

Consideration Systems of Record Systems of Engagement

Focus Transactions Interactions

Governance Command & Control Collaboration

Core Elements Facts & Commitments Ideas & Nuances

Value Single Source of Truth Discovery & Dialog

Standard Accurate & Complete Immediate & Accessible

Content Authored Communal

Primary Record Type

Documents Conversations

Searchability Easy Hard

Usability User is trained User “knows”

Accessibility Regulated & Contained

Ad Hoc & Open

Retention Permanent Transient

Policy Focus Security (Protect Assets)

Privacy (Protect Users)

“A new class of company is emerging—one that uses collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and suppliers.

We call this new kind of company the networked enterprise.”

The End of IT Autocracy

Technology touches everyone.

Everyone carries technology expectations

into the workplace.

Why do I feel so powerful as a consumer

and so lame as an employee?

Photo source = http://www.flickr.com/photos/notionscapital/5225049493/

A technology inflection point

Implications

The social business roadmap

If you don’t know where you’re going….

19

Download at aiim.org/roadmap

AIIM Social Business Roadmap

The social business roadmap

•Describes steps to implement social business

•NOT necessarily linear•Will vary substantially between organizations

Empowerment

•Not a step in the roadmap, but necessary precursor to successful social business initiatives•Transparency•Trust•Technology

22

Emergence•Experimental use of technologies•“Under the radar”•Proof of concept

23

•Experimental use of technologies

•Proof of concept

Emergence

Strategy•Formalization of approach•Social business assessment•Planning and project management• Internal marketing and communication•Social business team•Organization-specific roadmap

25

Development• Identify desired capabilities and deployment options

•Procure and implement tools•Develop and deliver training and support

•Build integration

26

Source: Govloop.com

Development

27

Development

28

Development

Monitoring•Listen to conversations before jumping into them

•Look for tone and sentiment•Watch for complaints•Set up queries and alerts•Empower community managers

30

Monitoring

31

Participation•Seed content into tools•Use the tools!•Consistent messaging across tools•Be patient

33

Participation

34

Engagement•Move from listening and broadcasting to engagement

•Plan for engagement•Authenticity and personality key

35

Engagement

The US Air Force’s Rules of Engagement for Blogging

Engagement

37

Governance•Policies and guidelines•Restrictions on tools and content• Internal monitoring•Records management•Legal issues

38

Governance

•Our Twitter policy: Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”

Policy 2.0 – in 140 characters

Optimization•Encourage uptake of the tools•Monitor efficacy of tools•Measure and analyze tools and processes•Continue to educate users and stakeholders• Identify changes to tools and new tools

Conclusion

•Social business processes and tools are here TODAY

•Significant business benefits from their use

•It can be done responsibly•It’s time to lead our organizations

Jesse Wilkins, CRM, CDIA+, ermm

Director, Systems of EngagementAIIM International

+1 (303) 574-0749 directjwilkins@aiim.org

http://www.twitter.com/jessewilkinshttp://www.linkedin.com/in/jessewilkinshttp://www.facebook.com/jessewilkinshttp://www.slideshare.net/jessewilkins

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