With our "From Social Media to Social Business" Tweet Jam wrapped up, it's time to do a summary of what was a great discussion.
We usually record an archive of our tweet jam on Cover-it-live, but it bailed on us last week and chose to record less that 1% of the discussion. However, I opened a Tweet Chat room and was smart enough to save the room as an HTML file. Which means that along with the summary below, I'll also provide a download of the full session to read at your leisure. For now though, let's look at a summary.
And it is a good read.
1. How do you define "social business
First of all, there was a bit of contention on the term social business. Not everyone agrees that its a valid term, others say we have always been social, it's the technology that's changed.
jacobm social business is a term developed my marketers/vendors, no companies actually use it
lehawes We need to focus on and communicate benefits of social business philosophy and tech, not the definition.
Lee Hawes is right. We need to put aside the "right term or not" discussion and just talk about what saying it really means. That is what most people did, and the tweets make it clear: it's about engaging and participating, not just with customers, but with employees. It's an inside/out deal.
CeciliaEdwards Q1. Shifting from using a bullhorn to speak to customers and market and shifting to two way conversations
arslogica Q1 All business is social, but we’re talking here specifically about technology that fosters new ways of communicating.
davidhillis Q1: A few SB areas: In-bound marketing, social intranets, voice of customer, communities, & social support
OneDeskApp Q1: Social business = community engagement, collaboration and customer-driven innovation
yaacovc Social Business is putting people first, bureaucracy and business process second
billycripe What's Social Business? It's an organization where *all* employees are on the front lines & all customers can engage Q1
alanlepo Q1: That's easy, I don't use the term Social Business. I talk to customers about how software can help connect people & content
ThinkBluePR Q1: IBM defines social business as looking at business processes differently, using social media to drive business outcomes.
Greg2dot0 Q1. SocBiz is about listening, understanding, adjusting, communicating, changing & repeating
pmpinsights Q1: social business views its entire value chain as a set of collaborative networks called communities
ThinkBluePR Q1 Definition of Social Business. The most important dimension of social business is collaboration
2. How do collaboration and social differ?
Is social synonymous with collaboration? No. Some equate social with the external relationship and collaboration with the internal employee relationship. Most say social is an element of collaboration.
Greg2dot0 Q2. Social is not just about collaboration but teamwork. Not everything requires us to work together but to orchestrate
pmpinsights Q2: Collab vs. social -- difference seems a little semantic. "Social" should lead to more effective collaboration
tdebaillon Q2 "social" is larger, means collaboration, competition, coopetition, cooperation, conversation...
CoreMedia_News Q2 All collaboration is inherently social, but not all social activity is necessarily collaborative
lehawes Q2: They don't. Social is an aspect of collaboration. People must find each other and communicate to collaborate.
alanlepo Q2: Collab is abt people working together. Social is making that wrk transparent so that others can learn/contribute
dpontefract Collaboration=the behaviour. Social Business (to me) is the external/customer facing application of it. Collab happens ext & int
Joshua_D_Paul Q2: Collaboration has always been around. Social refers to the tech that helps people collaborate more easily.
arslogica Q2 Collab and social overlap, but collab is usually more asynchronous (editing docs). Social is more often in real time.
ITSinsider Q2 social is the zeitgeist of the post-industrial world. open, transparent, human.
ITSinsider 2/2 new collaboration/sharing draw from social principles.
3. Who should own the social business strategy?
There was much agreement on this question. Billy Cripe said it best "*Ownership* of SocBiz Strategy seems like an oxymoron. If the rising tide lifts all boats then Accountability must be shared Q3". Is a social business strategy a standalone strategy? It shouldn't be. Social initiatives should be focused on the overall business strategy. It's the actual implementations of these initiatives that may be business unit driven.
deb_lavoy Q3 social isn't separate from business - its all one strategy
CoreMedia_News Q3 Who owns it is less important than who participates – all business units have an equal stake in the social conversation
tobyward Socbiz strategy doesn't rest w 1 person or group per se, but should be a subset of the total business strategy
ITSinsider Q3 ideally a multi-disciplinary blend of change agents within a large organization
yaacovc The all thing about Social is that there is NO OWNER
billycripe Collaboration projects can have ownership. Social business is part of the fabric of an enterprise.
arslogica Q3 Strategy should be defined by a cross-functional VP team. Tactics should be *coordinated* and executed by marketing.
Greg2dot0 Q3 Organizations need to realize this needs to be a global function otherwise turns into a pissing contest.
KathyHerrmann Global "ownership" isn't realistic but global participation is. Social strat still needs a champion or champion group to drive.
themaria There should be a center of excellence, but implementations are going to be driven by business units.
4. What are some key factors when making the business case for social initiatives? Is demonstrating ROI critical?
This question ended up being a discussion mostly about ROI -- can you measure it? yes/no. The reality is though that while ROI is important, it's equally important to consider factors that can't produce definitive ROI, like solving a business problem or more effective collaboration. Bottom line is you do need to know what your expected outcomes are and understand how you can measure them.
davidhillis Q4: ROI is always important. But is often hard to measure. Social ROI is Earned not Purchased
Greg2dot0 Q4. It's not just about ROI, but ROExperience. Often the stories prove the value far better than any metrics
B2Bface2face soft and hard ROI are key to distinguish - whats the value of engagement, participation, site loyalty for your business?
lehawes Q4: If you are required to show ROI, that means that your senior executives don't understand the key social concept of emergence
themaria Q4: Your social business is not going to always fit nicely into an ROI calculation. Lots of impacts are indirect.
jacobm according to the report chess media group put out 73% say solving a business problem is as good as showing a financial ROI
ITSinsider Q4 not your grandfather's ROI (how long before we make $ on this ERP investment?). it's nuanced. need to demonstrate value.
pmpinsights Q4: Biz case is same across industries. Foster collab, share/capture knowledge, professional development/learning, etc..
jdavidson Q4: Demonstrating ROI is critical as executives care about it. Easiest way to do this is aligning w/ existing Business KPI's
themaria What's the ROI of email? Why should social be any different?
alanlepo Q4: Social should not needs its own ROI as it should not be a standalone project but tied into business processes.
arslogica Q4 People don't do things they don't believe they'll get a return on. Without belief in positive ROI,they don't do them.
ITSinsider what's the ROI on discovering something previously unknown and valuable via social collaboration? how can you predict that?
jacobm some orgs want business value some want roi, if u don't set up metrics/data points (anecdotal or data drive) u will get neither
arslogica Q4 Bottom line: If you believe a social business tool will help you achieve a goal, cost-effectively, use it. Prove it later.
5. Is working in the stream replacing or complimenting document-oriented work models?
Are we moving away from email and a document-oriented work model? Another interesting discussion with tweets for and against the idea of a stream-oriented work model taking over. The truth is, documents aren't going anywhere, email may, but not documents. But as Ramesh Swaminathan tweeted, "Q5 documents are not being replaced. The process of creating, managing and distributing docs have changed.". But the stream is taking us to new places and levels of collaboration -- and that's a good thing.
ITSinsider Q5: (my god, I hope so.) but, sadly we're just in the beginning from all indicators.
davidhillis Q5 - 1. I do not think documents are the target. I think email is.
lehawes Q5: Complimenting. Documents are (and will continue to be) anchors for social interaction displayed in activity streams.
jdavidson Q5: I think they are complimentary. Adding a social layer to existing process and docs enriches the process. Look at Netflix!
dpontefract Naive to think that both can't (or won't) co-exist well into the future. It's an ultra marathon not a light switch.
yaacovc Documents needs to become Social, more connected to People, Documents are one of the Artifacts of the Social Enterprise
alanlepo Q5: Stream-based UIs compliment "content" (not just document) based work modes. They enable people to discover, share & comment.
Bandrew Q5 The stream is an accompaniment to file-based collab. Both are required, important and symbiotic
themaria Q5: to be successful you have to compliment, and even better integrate. Stream has to be part of other biz processes
evankduffy Q5 It depends on the end goal: Informal needs work in the stream, but enterprise biz needs should have a documentation process
pmpinsights Q5: The stream is a dashboard for aggregation & interaction. It compliments document work (e.g. document was uploaded/updated)
6. How can enterprises avoid having the Social Platform become yet another information silo?
We don't need no stinky silos. We have enough of them already that we are trying to integrate together. Social is becoming a fundamental element of how we work today, so it has to be part of our current systems, a layer maybe, or something even more embedded in our processes.
davidhillis Q6 - They don’t. You just make it interoperable. REST. Unified content silos died an un-glorified death called ECM.
misandracmoran Q6 - Social has to be tied to business process - in context of the work it supports.
CeciliaEdwards Q6 Avoid becoming an information silo by integrating social with your other it and communication infrastructure
lehawes Q6: If it's really a platform, it won't be siloed. Will integrate/interop with other enterprise systems.
arslogica Q6 Despite what we say about what orgs *should* do, social platforms will still sometimes turn into silos. People are people.
alanlepo Q6: Easy. Don't deploy social tools just for the sake of doing it, but instead focus on cross-departmental business processes.
jdavidson Q6: Make the social platform central to the audience.Don't isolate off the side of your website or intranet.Replace them with it
davidhillis Q6 - Silos tell us where information lives. A social silo can be a good thing. Most social evaporates.
themaria Q6: integrate integrate. Make it part of existing processes. Figure out what flows in & out. And make it x-functional!
ThinkBluePR Q6. Enterprises can establish a social policy & governance so social platforms are used for business activity & business value.
I enjoyed the discussion in this tweet jam session. Lots of great perspectives. But in many ways it just leaves more questions. Everyone is learning as they go, and the outcomes are going to be different based on the organization, its overall business strategy and how it implements its social initiatives. It's still important to learn about how others are doing it and what they are learning, just take that information and apply it to your own strategy where it makes sense.
Huge thanks to all of the panelists who agreed to come and share and to everyone else who dropped by.