Just when you were getting your mind around Social Computing, Forrester has concluded that Social Computing is a steppingstone along the path to the empowered era. At least that’s one of the findings you’ll discover in the new book Empowered, co-authored by Groundswell author Josh Bernoff and Ted Schadler, published today by Harvard Business Review Press.
It’s not that Social Computing has ceased to be relevant, far from it — it’s just that we are now evolving rapidly into a new era of commerce, the empowered era. A perfect storm of evolving technologies — smart mobile devices, pervasive video, cloud computing, and social technology — has kick-started this new era to empower customers and employees. Empowered is more than a claim to a new technology paradigm. In the empowered era, customers and employees are tapping into technology in new ways and learning how to deliver value (and demand service) with game-changing potential. Forrester identifies these innovative employees as HEROes: highly empowered and resourceful operatives.
From an IT perspective, CIOs are firmly in the driver's seat at one of the three corners of what Forrester defines as the HERO compact. In this role CIOs must build an empowered IT strategy to pursue business opportunities and solve business and customer problems. CIOs and the IT team can find HEROes, help HEROes, and be HEROes.
There were certainly some compelling arguments made in favor of this approach — not the least being that it's a highly cost-effective way to provide improved services to taxpayers who ultimately foot the bill for government IT efforts. As an investor in government IT (I pay taxes), I'm fully supportive of anything that improves services and reduces costs!
One of the most memorable quotes came early on from Carl Malamoud when, in his opening keynote, he suggested, "If we can put a man on the moon, surely we can launch the Library of Congress into cyberspace." (See his keynote below).
Today, Forrester and Harvard Business Review Press released the print version of Empowered, a book by Forrester veterans Josh Bernoff and Ted Schadler. This book is a quick and worthwhile read for just about anyone who wants to consider the changing role of technology in the workplace. After several reads of this book, I have found that in addition to a lot of great statistics, quotes, and case studies, there is a valuable message for how companies MUST change their philosophy and approach toward new technologies in order to stay innovative.
As a quick example of how quickly the technology landscape is changing, stop for a moment to consider just how many times in the past few days you have:
Received an invitation to LinkedIn.
Seen a personal acquaintance using Facebook.
“Tweeted” or heard someone comment on “tweeting.”
Checked your mobile phone — or seen a commercial for a cool new mobile app.
But Empowered isn’t only about employees. It also lays out a strategy for engaging your most influential customers. Consumer product strategy professionals should wield Empowered concepts for exactly that reason – to energize your best customers. In the mobile space, product strategists are looking for ideas to help them develop innovative, leading-edge applications for Smartphone users on platforms like the iPhone or Android. So we’ve just released a report to help product strategists do just that, called “Designing A Mobile Empowered Product Strategy.” It applies ideas from Empowered to product strategy, and includes numerous case studies of mobile applications that exemplify Empowered approaches.
I recently recorded a podcast with GlaxoSmithKline (GSK), the global pharmaceutical company, and their success story of implementing a PC power management initiative that is expected to cut energy costs by ~$1 million per year. While these savings alone should impress any IT executive – especially IT infrastructure and operations professionals who manage PCs – what I found so unique about their story came through my conversation with Matt Bartow, business analyst in GSK’s research and development IT organization, who led this initiative. In particular, GSK is a great example of how “empowering” staff to innovate can industrialize IT operations leading to significant cost savings andgreen IT benefits.
GSK’s success with PC power management is an outcome of the inspired management style advocated in Forrester’s upcoming book, Empowered. By proactively calling on their employees to spur innovation, GSK tapped into one of their greatest inventive resources – staff, like Matt Bartow, who Forrester would consider a highly empowered and resourceful operative (HERO). But as Empowered explains, HEROes can’t succeed without support from management. By initiating the innovation challenge, GSK’s IT leadership not only identified HEROes in their organization but sourced innovative ideas at the same time. From there, the use of social media technology – in this case, using a wiki-type website with voting capabilities – made it simple for GSK staff to participate while giving them a “say” in the selection process.
So how exactly did PC power management become an IT priority at GSK?
Our new book, Empowered, will be in book stores on September 14. But for a real-world conversation about what it means to unleash employees to solve customer problems using readily available technology, come to our Content & Collaboration Forum in Maryland just outside of Washington, D.C. on October 7 and 8.
Yes, this is a pitch to come to a Forrester event, but I promise you that it will be worth your time if you're looking for help with such Empowered topics as enterprise social, empowered employees, iPad in the enterprise, innovation, collaboration in the cloud, videoconferencing, and IT consumerization as well as deep dives into critical topics like search and taxonomy, enterprise content management, and what it means to be a content & collaboration leader.
You'll get two days of my Forrester analyst colleagues' presentations and face time as well as keynote presentations from some great and experienced content & collaboration executives. GM's Steve Sacho is way ahead of the curve in understanding how to turn consumerization from IT threat to business opportunity. Richard West of the defense firm, BAE Systems, is bringing his story of how investments in knowledge management and collaboration have empowered employees to work more efficiently together to solve customer problems. Both speakers as well as Zach Brand, head of all things interesting at NPR Digital Media (yes, that NPR), will share their stories, lessons, and experience.
Yesterday we launched our Empowered microsite. On this site you can find lots of resources about our new book, including the blog, where to buy the book in bulk, how Forrester can help your empowered strategies, and a new HERO Project Effort-Value Evaluation tool.
First, some background. When Josh & I first began investigating HEROes (highly empowered and resourceful operatives, basically folks like you who make a difference using new technology), we knew that we needed a way to assess the effort that your projects required. And then we realized that you were tackling new technology solutions because you saw the value they could provide. So we needed to help you assess the value and the effort.
Thus was born the HERO Project Effort-Value Evaluation tool that we introduce in chapter 2. This tool includes five value questions and five effort questions that categorize your project into one of four classes and provides you some high-level guidance on what to watch out for. The online version of the tool also creates a nice email format with the results of your evaluation, which you can easily share with colleagues to get them involved in the project.
I think your best use of the tool is to sanity check your thinking on the project, get insight into the questions you need to answer before getting started, and get others on board with your project goals. If you're in business, it's a way to get IT involved. If you're in IT, it's a way to help your business colleagues scope a project and get your help with it.
We can also help you assess the project and provide additional insight into where you should dig deeper.
My colleagues Ted Schadler and Josh Bernoff are preparing the launch of their coauthored new book, Empowered, after the success of Josh Bernoff’s Groundswell. Basically, Empowered’s message is: "If you want to succeed with empowered customers, you must empower your employees to solve their problems . . . . From working with many, many companies on social technology projects, we've found that the hard part is not just the strategy. The really hard part is running your organization in such a way that empowered employees can actually use technology to solve customer problems.” (Josh Bernoff, Groundswell blog post).
Coupled with Smart Computing — a new cycle of tech innovation and growth within the technology industry that Andrew Bartels described — this movement toward empowered employees represents what I consider to be Web 3.0: the next generation of Internet/intranet/extranet usage that will benefit the enterprise and employees. By adopting “Web 3.0,” enterprises can expect productivity improvements of 5% to 15% as well as improved customer satisfaction.
Enterprises should prepare themselves to benefit from Web 3.0 by:
Groundswell technology comes to consumers first. At home, we get social, mobile, video, and cloud services pitched to us 24x7. Facebook, Android, iPad, Foursquare, Google, YouTube, Office Web Apps, Twitter. The list is endless and growing every single day. Empowering technologies like these will always come to consumers first. Why? Because it's a wide-open market. A single developer can build an application that changes the world from their broadband-connected bedroom.
All this technology puts tremendous power directly into the hands of your customers. Your customers often have more information than your sales team — or medical staff — does. They can also whack your brand from their smartphone, with video even, while waiting impatiently in line. They can get a recommendation from someone in their business network while listening to your pitch. Customers are empowered by information and connections. You'd better make sure you give customers better information than they can get elsewhere.
The only way to do that is to empower your employees to directly engage the needs and expectations of empowered customers. Only empowered employees can solve the problems of empowered customers.
Fortunately, your employees are not standing still. People are problem solvers. Left alone, your innovative employees (we call them HEROes — highly empowered and resourceful operatives) are building new solutions using these same groundswell technologies — and many others besides — to solve customer problems.
In fact, 37% of US information workers — employees that use computers for work — use do-it-yourself technology to get work done. Personal mobile devices. Unsanctioned Web sites like Skype or Google Docs or LinkedIn or Smartsheet.com. Unsanctioned software downloaded to a work computer.
Each year we conduct a search for the best examples of social media/social communities as part of our search for winners of the prestigious Forrester Groundswell Awards. This year we have added a new category of award aimed at internal communities designed to help management with innovation and/or collaboration across the organization — communities that empower employees.
In the fall I’ll be helping my colleague, Ted Schadler — co-author of the upcoming book Empowered — to judge the winners of the management category. So if you have a social community or social media success story please consider nominating your firm for one or more categories in this year’s awards.