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Enterprise Social Networking for Competitive Advantage

Washington, D.C./London/Paris

October 2012

Presented by:

Brad Shimmin Principal Analyst, Collaboration Platforms [email protected]

mailto:[email protected]


Our 2012 Collaboration Survey

Which Enterprise Social Network

Deciding Factors

Adoption Trends

Building and Measuring Success

Barriers to Adoption

Rating the Major Players

Reviewing the Vendor Landscape

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Agenda


Introducing Our 2012 Collaboration Survey

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Purchase, Deploy and Measure Facebook for

the Enterprise

IT Managers

600 Enterprises

Mid-sized Companies

Europe and America

Rich Profiles and Event Streams Social

Networking


Represent the SMB market

Work with Their Hands

Highly Distributed

Nationally Focused

Deep in the Purchase Process

Meld Communications & Collaboration

Rely on e-mail, Office and ECM

Believe in Collaboration

Well-versed in Social Networking

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Survey Respondent Snapshot 81.2% work at

companies smaller than 1,000 employees

85.5% influence, investigate or make the final product

decision 70.3% possess a Unified

Communications Solution

38.5% currently use or plan to use enterprise

social networking


A Brief Definition • An internal, private collaboration and communication architecture

employing features and ideals found in consumer social networks

Yes • Focused internally • Horizontal in nature • Anchored by rich profiles and real-time event streams

No • Facebook, LinkedIn, Twitter, et al • Enterprise/Web 2.0 • Customer support, sales enablement, social media monitoring

Key Examples • IBM Connections/SmartCloud • Microsoft Office 365/Yammer/SharePoint • Jive Engage

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Which Enterprise Social Network?


Deciding Factors for Existing Solutions

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22.8%

37.4%

62.6%

60.2%

62.6%

Enrich Existing Business Workflows

Optimize Employee Interaction

Improve Existing Collaboration Tools

Reduce Travel Costs

Cut Down on e-mail Traffic

Top Goals

© Current Analysis Inc. All rights reserved. 8

US Europe

U.S. Seeks Productivity

Deciding Factors: U.S. Vs. Europe


Deciding Factors: Big Vs. Little

1,000+ 500 - 999

Small Companies Think Big


Deciding Factors for Future Solutions

+5 Reduce travel costs +2 Encourage ideation +1 Improve employee onboarding, training, retention

-6 Improve existing collaboration tools -2 Create interaction with customers and/or partners

Favoring Direct Cost Savings


Adoption Trends: Deployment Philosophies

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Departmental Mandatory Diffused

Company-wide Mandatory Central

Company-wide Mandatory Diffused

Scope • Company-wide vs. departmental

Participation • Mandatory vs. voluntary

Control • Central vs. diffused

Lessons Learned • Scope is flexible • Participation is mandatory • Control well suited to departments


Adoption Trends: Application Integration

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Planning First Integration

At least One Integration Done

No Integration Plans

Social Not a Silo

Integration Rankings 1.Enterprise Resource Planning 2.Customer Relationship Management 3.Web Commerce 4.Human Capital Management 5.Call Center Support 6.Marketing 7.Enterprise Content Management


Adoption Trends: Application Integration

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The Three Pillars of Collaboration

Communications Still Excluded • IP telephony • Presence


Building and Measuring Success

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Mentors and Evangelists

Top Community Builders • Compensated mentors • Compensated evangelists • Non-compensated mentors


Building and Measuring Success (cont)

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Game Mechanics


Building and Measuring Success (cont)

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User Reporting and Monitoring • Widespread use • Business objectives dominate • Building an audience takes precedence

Financial Accountability • Measured against specific business objectives • Travel and office expenses important • Actionable ROI remains elusive


Barriers to Adoption

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Deployment Problems Already Conquered

Deployment Concerns of No Concern • Interoperability, Functionality, Availability

Future Deployment Issues • Need for senior management sponsorship • Lack of in-house technical implementation skills • Scarce, expensive relevant external skills

IT Project Prioritization

26.9%

11.7%

9.9% Workforce Generational Mismatch

Sponsored by Management


Barriers to Adoption (cont)

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+6 Scarce, expensive relevant external skills +4 Lack of in-house technical implementation skills +2 Workforce skepticism +1 Need for senior management sponsorship +1 Lack of in-house technical training and support skills +1 Company culture not yet inclined towards ESN

-6 Privacy, security or recording requirement concerns -5 Few new, young members of the target workforce -3 Prioritization of other IT projects for budget -2 Prioritization of other IT projects for IT team resource

Past Concerns / Future Challenges


Rating the Major Players

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Top 5 Collaboration Vendors Currently in Use

Top 3 Solutions Currently in Use • Google Apps (featuring Google+) • Microsoft SharePoint / Office 365 • IBM Connections et al

Top 3 Solutions Under Consideration • Oracle Social Network • IBM Connections et al • Cisco WebEx Social (formerly Cisco Quad)


What to Look for from Vendors

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Flexible Consumption Model

Emphasis on Mobility and Productivity

Service as Platform, Service as Plug-in

Partner and Customer Ecosystem

Business Savvy Professional Services

Vertical and Market Productization

© Current Analysis Inc. All rights reserved. © Current Analysis Inc. All rights reserved.

Thank you for your time. Questions?

Brad Shimmin Principal Analyst, Collaboration Platforms [email protected]

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Current Analysis helps clients win more business by providing continuous, in-depth competitive intelligence. We enable sales teams, marketing professionals, product managers,

and executives to anticipate and quickly take action on market opportunities and competitor threats

mailto:[email protected]

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