Defrag Keynote: Social Computing and the Enterprise-Bridging the Gap

Strategic Advisor to Leading IT Vendors

Social Computing and the Enterprise:
Bridging the Gap

Mark Koenig Defrag Conference
Vice President, Denver, CO
Saugatuck Technology November 3, 2008

Entire contents © 2008 Saugatuck Technology Inc.
All rights reserved.

Key Takeaways

• Preliminary Conclusions from Saugatuck’s Current Research
Program on Enterprise Social Computing

• Social Computing appears to be evolving to become an important
element of the enterprise software solution portfolio. Still, it could
fail to reach its full potential in the enterprise in the years ahead.

• There are four dimensions of this gap that both users and vendors
must address
– Social Network Integration
– Information Relevance
– Integration with Enterprise Applications
– The Culture Shift

Source: Saugatuck Technology
Page: 2

Trends Driving Enterprise Social Computing
• Millennials in the Workforce
– A digitally literate workforce that demands leading edge technology to
Social

get work done
• Multi-Modality
– Shifting between personal and professional mode should be
seamless
• Increasingly Transparent Social Graph
– Getting information and using it effectively means connecting with
Peers and Peers of Peers
Technological

• Consumerization of Enterprise IT
– Enterprise technology must be intuitive and easy to use or consumer
technology is will come through the side door.
• Self-Publishing and Multi-Author Tools
– Single-author, document-centric solutions are being replaced by
multi-author collaboration tools.
• Software-as-a-Service and Cloud Computing
– New solutions have low up front costs, are implemented quickly,
easily scaled, and enable powerful analytics
Page: 3

Social Computing Focus – Internal or External
Though most of the rhetoric today is about externally focused social computing,
most of the activity is still internal.
By year-end 2009, the majority of enterprise social computing will be primarily
externally focused, due to a greater emphasis on ROI.
Focus Internal External
Business • Capture & archive • Improve customer
organizational intelligence satisfaction & loyalty
Objectives
• Improve innovation & • Improve product quality
productivity through sharing • Develop & deliver new
of information products and services
Audience • New employees • Customers
• R&D / Product Design • Suppliers
colleagues • Partners
• “Knowledge workers” • Recruits
Technologies • Instant Messaging • Blogs
• Web Conferencing • Web Conferencing
• Wikis • Social Networking
• Social Bookmarking • Microblogs
Page: 4

Where Are We Going?
High

Wave I: 2001-2009 Wave II: 2006-2012
Collaborative Point Social Networks &
External Focus
Solutions Communities

• Project or departmental • Enterprise focus emerges Internal Focus
focus • Internal and external
• Mostly internal, some • Standardization of GAP
external solutions
Adoption

• Fragmented - multiple • Creation and stewardship
solutions used for similar of communities
functions
• Workgroups • Blogs What must users and
• Wikis vendors do to bridge
• Web Conferencing • Social Networks the gap?
• Instant Messaging • Social Bookmarks
• Wikis • Podcasting
• Blogs • Video
• Mobility
Low

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Page: 5

Dimensions of the Gap

Issue Challenge

Social Network Integration Separate networks. Different
information. Inconsistently
maintained.
Information Relevance Assault of information – some
of which has little contextual
relevance.
Integration with Enterprise Lack of links between social
Applications networks and the enterprise
applications they complement.
The Culture Shift Current business culture
impedes realization of business
value.

Page: 6

Bridging the Gap: Social Network Integration

By year end 2009, membership retention will overtake acquisition and
participation as the primary concern for the majority of social network and
community managers.

• Users want:
There is too much out there but
– To be able to maintain a
nothing tying it all together…. a
presence in the multiple social single interface into all these
networks and services that networks and services would make
represent who they are. things better.
Effortlessly. VP, Engineering – Global Technology Company

• Vendors must:
– Develop ways for a user to The user is being driven into
one big social mashup. I
update profile information and
shouldn't have to go to four
status, participate in message separate communities and be an
threads, and manage connections influencer here, or viewer there
with others without having to go and so on.
to every single network site in Director, Social Media – Mid-sized
which they are a member. Technology Company
Page: 7

Bridging the Gap: Information Relevance

Configurable “intelligent agents” to help users organize and manage social
information will be the next key differentiator for social software. Saugatuck
expects to see the first of these solutions appearing within the next two years.

• Users want:
We need the software to
– Help in sorting, filtering and analyzing all
interpret and categorize
the information inflow – RSS feeds, what people are saying
social network status updates, etc. – in the system.
resulting from their networks. City Planner –
Mid-Sized Southern City
• Vendors must:
– Develop configurable and easy to use
intelligent agents that learn from prior
use and present information based on We need smarter feeds that
track what you are reading
its relevance to the user.
and give you more of what
– Examples: you want to read.
• Netflix or Pandora. Project Manager –
Multi-national Energy Company

Page: 8

Bridging the Gap: Integration with Enterprise Business Apps

By year end 2010, one-quarter of business process improvement initiatives will
include the integration of social information into the context of business
applications and workflows.

• Users want:
– To be able to view social information and There can be a direct
activity in the context of the use of their connection [of social
enterprise business applications. information] with a flow of
• Vendors must: information in a specific
– Be ready to integrate to back end business process
corporate systems. For example: VP Engineering – Social Software
Vendor
• Customer call center – view recent
postings , frequency, ratings, topics of There is nothing in a CRM
interest for each caller system that actually helps me
• HR / Talent Management – combine win a customer. What I really
user-generated employee profile need is something that tells
information with formal performance me other things. These are
review information more social in nature.
• Product Design – integrate product VP – Large Tech Manufacturer
specs from internal wikis with CAD
systems to allow dynamic updating
based on the linkage Source: Saugatuck Technology
Page: 9

Bridging the Gap: The Culture Shift

Through 2011, more than fifty percent of Wave II externally-focused social
computing initiatives will fail to meet expectations due to misalignment with
business goals or corporate culture conflict.

• Users must:
– Be prepared to change the way they do
business Communities are, by their
• Transparency very nature, cross-functional.
• Open-ness They need a ‘new media
• Responsiveness team’ with members from
– Know your culture and define business marketing, product
development,
objectives and metrics to match
communications, even
• Vendors must: finance. All areas. This may
– Counteract the unstated fear of their be too radical for some
customers that sharing information openly companies.
will lead to a loss of power VP, Customer Experience – Large
– Map solution use cases to business Software Company
objectives
– Create template solutions based on best
practices Source: Saugatuck Technology
Page: 10

Where Are We Going?
High

Wave I: 2001-2009 Wave II: 2006-2012 Wave III: 2010-20??
Collaborative Point Solutions Social Networks & Communities Cross Enterprise Networks

• Project or departmental focus • Enterprise focus emerges
• Mostly internal, some external • Internal and external
• Fragmented - multiple • Standardization of solutions • Cross-Enterprise focus
solutions used for similar • Creation and stewardship of • Boundary Free Enterprise
functions communities • Standardization across
Adoption

• Workgroups social networks
• Blogs
• Web Conferencing • Wikis
• Instant Messaging • Social Networks • Integration with enterprise
• Wikis • Social Bookmarks business applications
• Blogs • Podcasting • Aggregation and
• Video Integration between
• Mobility consumer / business
External Focus
social networks
• Intelligent “agents” make
Internal Focus information more relevant
Low

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Page: 11

Wrap Up
• Social computing is on the verge of bridging the gap to become an
enterprise-grade solution.

• To bridge the gap…
– Users must recognize that a commitment to social computing is a
commitment to changing their approach to business
– Vendors must address find ways to prevent social software burnout and
to place information in context through better integration and intelligent
agents.

Saugatuck’s Social Computing for the Enterprise Research Program
• Telephone Briefings with 20 leading vendors (12 complete, 1 scheduled)
• In-depth telephone interviews with 30 enterprise social computing users (14
complete)
• Research Report Scheduled for Publication in January 2009

Page: 12

QUESTIONS?

Reach me at:
Twitter: http://twitter.com/mark_koenig
LinkedIn: http://www.linkedin.com/in/markkoenig
email: mark.koenig@saugatech.com
URL: www.saugatech.com

Page: 13

Saugatuck Technology Overview
OVERVIEW
• Saugatuck Technology provides management consulting and subscription
research services to senior executives, information technology vendors and
investors – with a focus on emerging technologies and markets impacting
the enterprise, such as SaaS, Cloud Computing, Web 2.0 and Open Source
• Marketing and strategy experts in traditional and next-generation enterprise software and business / IT
services, and IT infrastructure / platforms.
• Headquartered in Westport, Connecticut with regional offices in Santa Clara, CA and Frankfurt, Germany
(with regional staff in Australia (Asia/Pac)
• Deep industry experience – averaging 25+ years with leading vendors / think tanks such as Gartner,
KPMG, Accenture, IBM, HP
STRATEGIC CONSULTING SERVICES CONTINUOUS RESEARCH SERVICES (CRS)
• Market Assessment / Strategy Validation • Subscription research & advisory services providing
• Opportunity Analysis ongoing access to Saugatuck’s published research and
• Positioning / Messaging inquiry into our team of senior industry analysts.
• Scenario Planning • Research agenda focuses on emerging technologies
• Competitive Analysis and market (such as SaaS), as well as new and
disruptive market forces at the business process layer
THOUGHT-LEADERSHIP PROGRAMS VALUE-ADDED SERVICES
• Custom research programs targeting key • Competitive and market intelligence
business/IT investment decisions of CIOs, • Investment advisory services (M&A support, venture
CFOs and Sr. Business Execs, delivered as fundraising, due-diligence)
research reports, position papers or Webinars. • Primary and Secondary market research.
For more information, go to our website at www.saugatech.com, or contact Chris MacGregor at 1-203-454-3900, or via email at
chris.macgregor@saugatech.com.
Page: 14

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Silicon Valley
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Santa Clara, CA 95054
USA
(P) +1.408.727.9700
Regional Sales: Andrew.Jeffs@Saugatech.com

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