While Social Business continued to evolve in 2012, 2013 will see the emergence of digital business as a new strategic theme for many firms. What's driving this shift and what does it mean for CIOs, CEOs, and chief digital officers?
The Communications Evolution
Communications continue to evolve. Consider how humans have transformed communications over the centuries: signal fires; semaphore; Morse code; the telegraph; the telephone; telex; fax; email; SMS; Facebook; and Twitter. I have no doubt that this evolution will continue in 2013 and beyond. Perhaps beyond 2013 we will eventually achieve the ability to communicate our thoughts directly — whether we’ll want to is a different question. As people the world over learn to use new social networking tools, they drop older tools that are no longer useful to them. Regardless of where you are in your personal communications evolution, the undeniable truth is that over the past decade we have significantly changed how people communicate; we are no longer dependent upon email. But social tools and 24/7 mobile access have not removed the complexity or decreased the volume of information we must process. Time remains our most precious resource and we’ll always seek ways to use it more effectively — but social tools are not necessarily the silver bullet we might think. In 2013 we need to rethink business processes to take this new communications paradigm into account.
We're just about to the end of 2012 (and according to the Mayan calendar, the end of time) so I figured it was about the right time to put together some thoughts on the year.
Let's start with Enterprise Social, which continues to mature. It was the first thing I was assigned to cover when I came to Forrester six years ago and it's been a great ride so far. Enterprise Social is at that stage of development where we remain hopeful, but in the cool gray of the morning we must admit to having concerns. It's a bit like a teenager that has always been a good, albeit quirky kid, that is now getting into a bit of trouble. Just a stage? A lot of licenses have been sold but adoption remains a challenge for many. Certainly, the promises of E2.0 we were envisioning six years ago have been elusive for most. That said, the patterns are emerging that indicate success can be found. Funny thing, success is aligned with good old business value. Who'd have guessed? As is often the case, the closer you get to revenue the greater the chance for success. Mobile sales people lead in terms of demand for social solutions because better access to content, expertise and collective action drives sales which drive better performance reviews and compensation. Will the rest of the enterprise follow? Well, that's the $64 question.
This case study is from TJ Keitt's and my social business playbook report, “The Road To Social Business Starts With A Burning Platform.” A social business uses technology to work efficiently using a common collaboration platform -- without being constrained by server availability or storage capacity. Here’s the story.
If you've already consolidated dozens of email systems from every vendor and era onto a single managed instance of Exchange 2007, made the shift to support 70 or more state agencies by operating as an ISP, and crunched 20 SharePoint instances down to a single scalable data center, what else is there to do? After all, you've already achieved a high state of IT operational efficiency and process optimization.
If you are Ed Valencia, CTO and Deputy Commissioner, and Tarek Tomes, Customer and Service Management, Assistant Commissioner, the State of Minnesota’s IT department (MN.IT), you step back and ask, “Has what we’ve done really helped the business communicate and collaborate efficiently and effectively?” They knew they could do more by moving their collaboration workloads into the cloud.
So they took a gamble that Microsoft's Office 365 Dedicated offering was ready for the State of Minnesota. Office 365 Dedicated has opened new doors for people throughout the State of Minnesota government. Agencies can collaborate with one another because the common collaboration platform integrates the disparate directories of the different government entities. For example, the Governor can send a message to every agency in the executive branch through this common platform.
For social media evangelists, the question on everyone's mind is this: "How do we effectively measure the business value of social initiatives?"
Even when we get close, there's always that pesky issue of causation vs. correlation — can we really prove causation even for examples with high correlation between social initiatives and business outcomes? (Read Freakonomics, or watch the documentary, for insights into the challenges of causation vs. correlation.)