This IDC study shows that social business transformation across industry verticals in Australia is at varying levels of adoption maturity. The consumer social networking experience that has quickly evolved in recent years has provided the IT industry an opportunity to incorporate consumer social Web principles into business culture and process through the technology they adopt. With hot button topics still driving the workspace and social business agenda, organisations must develop a holistic road map focusing on people, culture, and business outcomes, in order to reach the required level of maturity to enable a truly social business. "The impact of social business processes and tools across an organisation is broad and will touch every enterprise function in some way. With social business and collaborative technologies being a critical enabler to the workspace, the supporting social business environment plays a strong role in the 'space' or 'place' of work. Validation of social business initiatives needs to be under the umbrella of the workspace road map, as well as align with the overarching business strategy to gain maximum impact," says Vanessa Thompson, software analyst, IDC Australia.

1. ANZ Social Business Maturity Model
Vertical Industry View
Social Business Adoption and Maturity
Vanessa Thompson
vthompson@idc.com
@vanessathomps
February 2012
© IDC 2012. Visit us at IDC.com and follow us on Twitter: @IDC.

2. Business Has Changed
Consumer Social Networking Meets Enterprise Reality
consumer social principles
+
business culture and process
=
social business transformation

3. Testing Workspace Assumptions
Assumption:
Employees must have access to
consumer social and collaborative
applications at work
True or False?
Source: IDC ANZ Next Generation Workspace Ecosystem SIS, 2011

4. Assumption 3
I must have access to consumer applications like Facebook, Twitter,
Skype and LinkedIn at work
6 - Strongly Agree
5 - Agree (4.7%) (6.7%)
4 - Marginally
Agree (8.3%)
1 - Strongly
3 - Marginally Disagree (49.8%)
Disagree (13.7%)
2 - Disagree
(16.8%)
Most Likely: Distribution/services – Executives – 31-35yrs
Least Likely: Government – Task Worker – 51+ yrs
Source: IDC ANZ Next Generation Workspace Ecosystem SIS, 2011

5. The Social Business: What it is and what it isn’t…
What it isn’t… An excuse to socialise when
you should be working
Just a company marketing or
branding exercise
What it is….
Social business – the application of emerging
technologies like Web 2.0 accompanied by
organisational, cultural, and process changes to
improve business performance, with the impact across
an organisation being broad and touching every
enterprise function in some way.

6. So what does that mean?
IDC Social Business Maturity Model
5 - Optimisation
Organisation
4 - Operationalisation
Culture
3 - Integration
Barriers
2 – Compartmentalisation
1 - Experimentation
Technology

7. Social Business – Industry Perspective
Adoption Intensity vs Adoption Maturity
Public
BFSI
Distribution &
Healthcare
Services
Manufacturing
Infrastructure
Source: IDC ANZ Next Generation Workspace Ecosystem SIS, 2011

8. The Leaders…
Banking, Financial Services & Insurance
Broad adoption of enterprise social software tools
Property footprint consolidation – Cost Saving
Cases of full deployment, CBA Lync Server 2010.
Distribution and Services
Business services connecting to partners and
suppliers through third party social tools
Relationship driven business
Source: IDC ANZ Next Generation Workspace Ecosystem SIS, 2011

9. The Laggards…
Manufacturing
Workspace is a low priority, highest level of task workers
TCO & ROI tied to cost reduction and operational efficiency
Opportunity for social to be embedded in assets or devices, Toyota
Friend.
Infrastructure
Transport and Utilities, workspace priority low
Time-to-market and operational efficiency priorities.
Opportunities in micro-verticals; telecommunications
Source: IDC ANZ Next Generation Workspace Ecosystem SIS, 2011

10. So what?
IT Decision Makers are looking for guidance
Social advocates have a influence in the enterprise
Channel Community – leverage social business principles
Tools are only as good as its users
Vendors
What is your social business profile and portfolio?

11. Thank you
Vanessa Thompson
vthompson@idc.com
@vanessathomps