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Socialising the Enterprise – it’s also about the process
Social Business Summit
8th May 2011
Andrew Gilboy
Vice President E2.0 EMEA
Introduction




               Andrew Gilboy
               VP E2.0 EMEA
               Oracle
Introduction




               Andrew Gilboy
               VP Social Business
               EMEA Oracle
Agenda

•  Social and Business?
•  Music Industry and my son Tom
•  “Social Business Processes”
•  Threat or Opportunity?
•  Oracle Strategy
• Social and Business?
Social
or
Business?


…everyone is now online and there is a huge powershift

                                      Monowara Talukder
• My son Tom and the Music Industry
1996: Tom wanted to learn a musical
instrument
2001: Tom got bored with the violin…
                        •  2001 – bought
                           him his first
                           electric guitar
                        •  Aged 11
                           performing in
                           front of 400 
                        •  iPod first
                           released
                        •  Napster shut
                           down
2003: Attended all the music events
nearby
                         •  Tom aged 12
                         •  Global CD
                            Sales peaked
                            at $40bln
                         •  Music Festivals
                            are booming
                         •  iTunes
                            launched
2006: launched a band

                        •  2006: aged 15, launched
                           a band on MySpace
                          •  Called “Paradox” –
                             (already >1,000 other
                             bands by the same name!)
                        •  Paid €380 to hire a studio
                           and print 300 CD’s and
                           sold them at €4 each
                        •  TV ‘Chart’ shows ended
                        •  2007: iPhone Launched
                        •  iTunes announced its
                           6 billionth download
2008: leaves the band, goes solo

                       •  2008: Spotify
                          Launches
                       •  Global CD Sales
                          drop 30%
                       •  MySpace declines
                          as Facebook
                          dominates
                       •  High Street Music
                          chains disappear
2009

       •  Tom goes to
          University
       •  2009: Amazing
          Radio Launches
       •  Tom uploads his
          first peer-to-peer
          song “Shoot
          them later”
2010: Crowd-funding for new bands




                           •  Barriers to producing
                              and distribution
                              music fall rapidly
2010: Crowd-sourcing for individual
songs
                          •  2010
                              •  Individual Music
                                 tracks now
                                 being
                                 crowdsourced
                              •  “Mash-up”
                                 came from
                                 music
                              •  Tom sells his
                                 first songs
                                 online
2010 Personalisation engines feed the “Long
Tail”
                             •  2010
                                 •  Music sales
                                    charts no longer
                                    published
2011: Social Media for sharing music
choice with friends becomes widespread
                           •  MySpace changes
                              to a Music Site
                           •  Apple annouces
                              the iCloud music
                              and storage service
Today: Music is everywhere




         ..but the industry says it is in crisis
Since my Tom picked up a guitar ten
     years ago:
•    The barriers to creation of music disappeared
•    The barriers to distribution of music disappeared
•    The process of producing music changed
•    The process of buying music radically changed
•    The process of choosing music radically
     changed
•    The process of listening to music changed
•    The process of sharing music radically changed
•    The process of storing music has radically
     changed
•    ……….
New Social Business Processes in the
Music Industry
“Social Business Processes”*




*”why process barfs on social” – Sameer Patel Nov 2009
It used to be just ‘left brainers’ using technology


      Left-brained                                  Right-brained
      Thinking                                      Feeling

       Objects                           Everyone   People
       Analysis                                     Connections
       Linear                              Else     Spatial
       Logical                                      Artistic
       Past                                         Future
                                  Programmers
       Factual                                      Conceptual




Reproduced from John Newton - Alfresco
Image:
WIRED Magazine Issue 13.02 – Feb 2005
Right-brained people have ‘socialised’
    technology




Reproduced from John Newton -
Alfresco
And new ‘Social Business Processes’ have emerged

                        •    Idea Engines
                        •    Prediction Markets
                        •    Crowdsourcing
                        •    Crowdfunding
                        •    Social CRM
                        •    HR On Boarding
                        •    Prosumer feedback
                        •    Global Peer Production
                        •    Personalisation engines
                        •    Peer-to-Peer networks
                        •    Expertise Location
                        •    External Enterprise Contest
                        •    Broadcast Search
                        •    Reviews and Ratings
                        •    Collaborative Product Design
                        •    Collaborative Service
                        •    Response Mobilisation
                        •    Enterprise Mashups
                        •    Online Community driven self service
These ‘Social Business Processes’ impact existing Processes

•    Idea Engines                              •    Product Development
•    Prediction Markets                        •    Customer Approval
•    Crowdsourcing
                                               •    Accounts payable
•    Crowdfunding
                                               •    Shipping request
•    Social CRM
                                               •    Forecast
•    HR On Boarding
•    Prosumer feedback                         •    Order Fulfillment
                                                    Order Processing
•    Global Peer Production
                                               •    Quality Assurance
•    Personalisation engines
                                               •    Fleet Management
•    Peer-to-Peer networks
•    Expertise Location                        •    Customer Training
•    External Enterprise Contest               •    Billing Budget
•    Broadcast Search                          •    Employee Development
•    Reviews and Ratings                       •    Disaster Recovery
•    Collaborative Product Design              •    Research and Development
•    Collaborative Service                     •    Order Entry
•    Response Mobilisation                     •    Returns Management
•    Enterprise Mashups                        •    Support Escalation
•    Online Community driven self service
New Social Business Models Emerge

                                                                       Basing on 70 case studies, a survey of
                                                                       65 CIO and a community discussion with
                                                                       experts, three E2.0 models are emerging
                                                                       in the companies:

                                                                       1.  Open Enterprise (OE)
              1. Open                                                    •    tending to a great extension
                                                                              and opening of the virtual
             Enterprise                                                       workspace boundaries in
                                            3. Social                         terms of access methods and
                                           Enterprise                         external players
                                                                       2.  Adaptive Enterprise (AE)
                                                                         •    focused on the flexibility and
                                                                              reconfigurability in corporate
           2. Adaptive
                                                                              process
           Enterprise                                                  3.  Social Enterprise (SE)
                                                                         •    aiming to create new
                                                                              collaboration, knowledge-
                                                                              sharing and relation
                                                                              management models

Mariano Corso, Andrea Pesoli, School of Management, Polytechnic of Milano.
Antonella Martini*, Faculty of Engineering, University of Pisa
Social Business Process Impact


1.  With everyone online, every employee can talk to
    customers, prospects and partners.
2.  Every Customer, prospect and Partner can make
    their voice heard to any employee
3.  Customers, prospects and Partners don’t care what
    department you’re in - “Involuntary Transparency”
4.  New systems will be needed to centralise data and
    standardise online engagement so customers and
    partners have an ‘holistic experience.’

Adapted from: Jeremiah Owyang - Altimeter Group - Four Laws of Social Business
• Social Business Processes:
 • Opportunities and Threats
Opportunities and Threats


“The imperative for business leaders is clear:
 falling behind in creating internal and external
.
       networks could be a critical mistake”.
Threat: Peer-production: Cars
Opportunity – Crowdsourced car
Threat: peer-2-peer Finance
Opportunity: Finance; New Rapid Customer
Acquisition through Adaptive Processes
Opportunity: Customer Intimacy: Open and
    Adaptive Enterprise B2B Portal at Alcatel-Lucent
                   Multi-lingual /
                    multi-region

                                         Integrated
                                           Search
                                                          Cover greater number
                                                          of customers
                                                          Consolidate disparate
                                                          systems
                                                          Extend the Enterprise
                                                          Faster delivery of new
                                                          products and services
                                      Role based          Improve Service
                                     access single
                                        sign on
                                                          Integrates ERP, CRM,
                                                          ECM, and 2.0
                                         2.0 Community
 Personalised                                tools eg     Implemented by
content driven                           forums, blogs,
 by integrated                             idea engine
      CMS
Threat: “Involuntary Transparency”
Opportunity: Voluntary Transparency through
Citizen Online Engagement: “Open and Social”
Social Business Processes grouped


 Leveraging
               •  Production /distribution /
 the Crowd        innovation / marketing




                                                 €
               •  Removing the middleman
 Customer      •  Opening up the enterprise
 Intimacy      •  Social CRM



Transparency   •  Opening up the enterprise
               •  Customer driven self service
The Oracle Strategy
Threats or Opportunities?

1.  With everyone online, every employee can talk to
    customers, prospects and partners.
2.  Every Customer, prospect and Partner can make
    their voice heard to any employee
3.  Customers, prospects and Partners don’t care what
    department you’re in - “Involuntary Transparency”
4.  New systems will be needed to centralise data and
    standardise online engagement so customers and
    partners have an ‘holistic experience.’

Adapted from: Jeremiah Owyang - Altimeter Group - Four Laws of Social Business
Oracle’s Enterprise 2.0 Solution:
User Experience Platform

             Oracle WebCenter Suite
    Oracle WebCenter


                                           Oracle Fusion
                                           Applications



         Oracle Content Management Suite
Oracle WebCenter Suite: User eXperience Platform (UXP)
The Modern User Experience Platform for the Enterprise and the Web



                        Oracle Fusion Middleware

                          Oracle WebCenter Suite
                             Modern User Experience Platform




                       Sites                       Composite




                        Social                         Content




                                                                     42
We eat our own dogfood
Closing Thoughts
“Social Business
Processes” are
transforming
industries

There are huge
opportunities, but
there are also serious
threats

Properly integrating
into existing systems
requires careful
planning
Acknowledgments and References
•  Jeremiah Owyang - Altimeter Group - Four Laws of Social Business
•  Open Knowledge
      –  Emanuele Quintarelli
      –  Andrea Pesoli
•  Sovos Group
      –  Sameer Patel
•  Dachis Group
      –  Dion Hinchcliffe
      –  E2.0 Adoption Council
•    Lithium Technologies
•    Rick Mans CapGemini
•    Vikram Seti – Infomentum
•    Mariano Corso, Andrea Pesoli, School of Management, Polytechnic of Milano.
•    Antonella Martini, Faculty of Engineering, University of Pisa
•    The Content Economy http://www.thecontenteconomy.com
      –  Oscar Berg
•  Social Computing Journal
•  Gartner
•  Oracle E2.0 EMEA LinkedIN group
Books
•  Macrowikinomics – Don Tapscott
•  Crowdsourcing Handbook by Dan Bell
•  Mesh: Why the Future of Business is Sharing [Hardcover]
•  Lisa Gansky
•  Trust Agents - by Chris Brogan and Julien Smith
•  Wikinomics – Don Tapscott
•  Enterprise 2.0: New Collaborative Tools for Your Organization's Toughest Challenges by Andrew Mcafee
Thank you for your time
Enjoy the rest of the Summit

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Socialising the Enterprise: it’s also about the process - Andrew Gilboy

  • 1. <Insert Picture Here> Socialising the Enterprise – it’s also about the process Social Business Summit 8th May 2011 Andrew Gilboy Vice President E2.0 EMEA
  • 2. Introduction Andrew Gilboy VP E2.0 EMEA Oracle
  • 3. Introduction Andrew Gilboy VP Social Business EMEA Oracle
  • 4.
  • 5. Agenda •  Social and Business? •  Music Industry and my son Tom •  “Social Business Processes” •  Threat or Opportunity? •  Oracle Strategy
  • 7. Social or Business? …everyone is now online and there is a huge powershift Monowara Talukder
  • 8. • My son Tom and the Music Industry
  • 9. 1996: Tom wanted to learn a musical instrument
  • 10. 2001: Tom got bored with the violin… •  2001 – bought him his first electric guitar •  Aged 11 performing in front of 400  •  iPod first released •  Napster shut down
  • 11. 2003: Attended all the music events nearby •  Tom aged 12 •  Global CD Sales peaked at $40bln •  Music Festivals are booming •  iTunes launched
  • 12. 2006: launched a band •  2006: aged 15, launched a band on MySpace •  Called “Paradox” – (already >1,000 other bands by the same name!) •  Paid €380 to hire a studio and print 300 CD’s and sold them at €4 each •  TV ‘Chart’ shows ended •  2007: iPhone Launched •  iTunes announced its 6 billionth download
  • 13. 2008: leaves the band, goes solo •  2008: Spotify Launches •  Global CD Sales drop 30% •  MySpace declines as Facebook dominates •  High Street Music chains disappear
  • 14. 2009 •  Tom goes to University •  2009: Amazing Radio Launches •  Tom uploads his first peer-to-peer song “Shoot them later”
  • 15. 2010: Crowd-funding for new bands •  Barriers to producing and distribution music fall rapidly
  • 16. 2010: Crowd-sourcing for individual songs •  2010 •  Individual Music tracks now being crowdsourced •  “Mash-up” came from music •  Tom sells his first songs online
  • 17. 2010 Personalisation engines feed the “Long Tail” •  2010 •  Music sales charts no longer published
  • 18. 2011: Social Media for sharing music choice with friends becomes widespread •  MySpace changes to a Music Site •  Apple annouces the iCloud music and storage service
  • 19. Today: Music is everywhere ..but the industry says it is in crisis
  • 20. Since my Tom picked up a guitar ten years ago: •  The barriers to creation of music disappeared •  The barriers to distribution of music disappeared •  The process of producing music changed •  The process of buying music radically changed •  The process of choosing music radically changed •  The process of listening to music changed •  The process of sharing music radically changed •  The process of storing music has radically changed •  ……….
  • 21. New Social Business Processes in the Music Industry
  • 22. “Social Business Processes”* *”why process barfs on social” – Sameer Patel Nov 2009
  • 23. It used to be just ‘left brainers’ using technology Left-brained Right-brained Thinking Feeling Objects Everyone People Analysis Connections Linear Else Spatial Logical Artistic Past Future Programmers Factual Conceptual Reproduced from John Newton - Alfresco Image: WIRED Magazine Issue 13.02 – Feb 2005
  • 24. Right-brained people have ‘socialised’ technology Reproduced from John Newton - Alfresco
  • 25. And new ‘Social Business Processes’ have emerged •  Idea Engines •  Prediction Markets •  Crowdsourcing •  Crowdfunding •  Social CRM •  HR On Boarding •  Prosumer feedback •  Global Peer Production •  Personalisation engines •  Peer-to-Peer networks •  Expertise Location •  External Enterprise Contest •  Broadcast Search •  Reviews and Ratings •  Collaborative Product Design •  Collaborative Service •  Response Mobilisation •  Enterprise Mashups •  Online Community driven self service
  • 26. These ‘Social Business Processes’ impact existing Processes •  Idea Engines •  Product Development •  Prediction Markets •  Customer Approval •  Crowdsourcing •  Accounts payable •  Crowdfunding •  Shipping request •  Social CRM •  Forecast •  HR On Boarding •  Prosumer feedback •  Order Fulfillment Order Processing •  Global Peer Production •  Quality Assurance •  Personalisation engines •  Fleet Management •  Peer-to-Peer networks •  Expertise Location •  Customer Training •  External Enterprise Contest •  Billing Budget •  Broadcast Search •  Employee Development •  Reviews and Ratings •  Disaster Recovery •  Collaborative Product Design •  Research and Development •  Collaborative Service •  Order Entry •  Response Mobilisation •  Returns Management •  Enterprise Mashups •  Support Escalation •  Online Community driven self service
  • 27. New Social Business Models Emerge Basing on 70 case studies, a survey of 65 CIO and a community discussion with experts, three E2.0 models are emerging in the companies: 1.  Open Enterprise (OE) 1. Open •  tending to a great extension and opening of the virtual Enterprise workspace boundaries in 3. Social terms of access methods and Enterprise external players 2.  Adaptive Enterprise (AE) •  focused on the flexibility and reconfigurability in corporate 2. Adaptive process Enterprise 3.  Social Enterprise (SE) •  aiming to create new collaboration, knowledge- sharing and relation management models Mariano Corso, Andrea Pesoli, School of Management, Polytechnic of Milano. Antonella Martini*, Faculty of Engineering, University of Pisa
  • 28. Social Business Process Impact 1.  With everyone online, every employee can talk to customers, prospects and partners. 2.  Every Customer, prospect and Partner can make their voice heard to any employee 3.  Customers, prospects and Partners don’t care what department you’re in - “Involuntary Transparency” 4.  New systems will be needed to centralise data and standardise online engagement so customers and partners have an ‘holistic experience.’ Adapted from: Jeremiah Owyang - Altimeter Group - Four Laws of Social Business
  • 29. • Social Business Processes: • Opportunities and Threats
  • 30. Opportunities and Threats “The imperative for business leaders is clear: falling behind in creating internal and external . networks could be a critical mistake”.
  • 34. Opportunity: Finance; New Rapid Customer Acquisition through Adaptive Processes
  • 35. Opportunity: Customer Intimacy: Open and Adaptive Enterprise B2B Portal at Alcatel-Lucent Multi-lingual / multi-region Integrated Search Cover greater number of customers Consolidate disparate systems Extend the Enterprise Faster delivery of new products and services Role based Improve Service access single sign on Integrates ERP, CRM, ECM, and 2.0 2.0 Community Personalised tools eg Implemented by content driven forums, blogs, by integrated idea engine CMS
  • 37. Opportunity: Voluntary Transparency through Citizen Online Engagement: “Open and Social”
  • 38. Social Business Processes grouped Leveraging •  Production /distribution / the Crowd innovation / marketing € •  Removing the middleman Customer •  Opening up the enterprise Intimacy •  Social CRM Transparency •  Opening up the enterprise •  Customer driven self service
  • 40. Threats or Opportunities? 1.  With everyone online, every employee can talk to customers, prospects and partners. 2.  Every Customer, prospect and Partner can make their voice heard to any employee 3.  Customers, prospects and Partners don’t care what department you’re in - “Involuntary Transparency” 4.  New systems will be needed to centralise data and standardise online engagement so customers and partners have an ‘holistic experience.’ Adapted from: Jeremiah Owyang - Altimeter Group - Four Laws of Social Business
  • 41. Oracle’s Enterprise 2.0 Solution: User Experience Platform Oracle WebCenter Suite Oracle WebCenter Oracle Fusion Applications Oracle Content Management Suite
  • 42. Oracle WebCenter Suite: User eXperience Platform (UXP) The Modern User Experience Platform for the Enterprise and the Web Oracle Fusion Middleware Oracle WebCenter Suite Modern User Experience Platform Sites Composite Social Content 42
  • 43. We eat our own dogfood
  • 45. “Social Business Processes” are transforming industries There are huge opportunities, but there are also serious threats Properly integrating into existing systems requires careful planning
  • 46. Acknowledgments and References •  Jeremiah Owyang - Altimeter Group - Four Laws of Social Business •  Open Knowledge –  Emanuele Quintarelli –  Andrea Pesoli •  Sovos Group –  Sameer Patel •  Dachis Group –  Dion Hinchcliffe –  E2.0 Adoption Council •  Lithium Technologies •  Rick Mans CapGemini •  Vikram Seti – Infomentum •  Mariano Corso, Andrea Pesoli, School of Management, Polytechnic of Milano. •  Antonella Martini, Faculty of Engineering, University of Pisa •  The Content Economy http://www.thecontenteconomy.com –  Oscar Berg •  Social Computing Journal •  Gartner •  Oracle E2.0 EMEA LinkedIN group Books •  Macrowikinomics – Don Tapscott •  Crowdsourcing Handbook by Dan Bell •  Mesh: Why the Future of Business is Sharing [Hardcover] •  Lisa Gansky •  Trust Agents - by Chris Brogan and Julien Smith •  Wikinomics – Don Tapscott •  Enterprise 2.0: New Collaborative Tools for Your Organization's Toughest Challenges by Andrew Mcafee
  • 47. Thank you for your time
  • 48. Enjoy the rest of the Summit