Social Business: Using Social Processes and Technologies To Achieve Strategic Objectives Jesse Wilkins, CRM Director, Systems of Engagement AIIM International September 13, 2011
Dec 01, 2014
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
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
Content Mgmt
Social and Cloud
2010-2015
An interactio
n
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 [email protected]
http://www.twitter.com/jessewilkinshttp://www.linkedin.com/in/jessewilkinshttp://www.facebook.com/jessewilkinshttp://www.slideshare.net/jessewilkins
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