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Social Business Forum Milano: Day 1

- by me

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Reiser ?@peterreiser social business manifesto theses #2: organizations are conversations - hello Oracle Social Network #sbf12 Here are the Thesis (auto-translated from italian to english) From Stress to Success - Pragmatic pathways for Social Business - John Hagel John Hagel talked about challenges of deploying new social technologies. Below are some key points participant tweeted during the session. 6hRhiannon Hughes ?@Rhi_Hughes Favourite quote this morning 'We need to strengthen the champions & neutralise the enemies' John Hagel. Not a hard task at all #sbf12 Expand Reply Retweet Favorite 8hElena Torresani ?@ElenaTorresani Minimize the power of the enemies of change. Maximize the power of the champions - John Hagel #sbf12 Expand Reply Retweet Favorite 8hGaetano Mazzanti ?@mgaewsj John Hagel change: minimize the power of the enemies #sbf12 Expand Reply Retweet Favorite 8hGaetano Mazzanti ?@mgaewsj John Hagel social software as band-aid for poor leadtime/waste management? mmm #sbf12 Expand Reply Retweet Favorite 8hElena Torresani ?@ElenaTorresani "information is power. We need access to information to get power"John Hagel, Deloitte &Touche #sbf12http://instagr.am/p/LcjgFqMXrf/ View photo Reply Retweet Favorite 8hItalo Marconi ?@italomarconi Information is power and Knowledge is subversive. John Hagel#sbf12 Expand Reply Retweet Favorite 8hdanielce ?@danielce #sbf12 john Hagel: innovation is not rational. from Milano, Milano Reply Retweet Favorite 8hGaetano Mazzanti ?@mgaewsj John Hagel: change is a political (not rational) process #sbf12 Expand Reply Retweet Favorite Enterprise gamification to drive engagement - Ray Wang Ray Wang did an excellent speech around engagement strategies and gamification More details can be found on the Harvard Business Review blog Panel Discussion: Does technology matter? Understanding how software enables or prevents participation Christian Finn, Ram Menon, Mike Gotta, moderated by Paolo Calderari Below are the highlights of the panel discussions as live tweets: 2hPeter H. Reiser ?@peterreiser @cfinn Q: social silos: mega trend social suites - do we create social silos + apps silos + org silos ... #sbf12 Expand Reply Delete Favorite 2hPeter H. Reiser ?@peterreiser @cfinn A: Social will be less siloed - more integrated into application design. Analyatics is key to make intelligent decisions #sbf12 Expand Reply Delete Favorite 2hPeter H. Reiser ?@peterreiser @MikeGotta - A: its more social be design then social by layer - Better work experience using social design. #sbf12 Expand Reply Delete Favorite 2hPeter H. Reiser ?@peterreiser Ram Menon: A: Social + Mobile + consumeration is coming together#sbf12 Expand Reply Delete Favorite 2hPeter H. Reiser ?@peterreiser Q: What is the evolution for social business solution in the next 4-5 years? #sbf12 Expand Reply Delete Favorite 2hPeter H. Reiser ?@peterreiser @cfinn Adoption: A: User experience is king - no training needed - We let you participate into a conversation via mobile and email#sbf12 Expand Reply Delete Favorite 2hPeter H. Reiser ?@peterreiser @MikeGotta A:Adoption - how can we measure quality? Literacy - Are people get confident to talk to a invisible audience ? #sbf12 Expand Reply Delete Favorite 2hPeter H. Reiser ?@peterreiser Ram Meno: A:Adoption - What should I measure ? Depend on business goal you want to active? #sbf12 Expand Reply Delete Favorite 2hPeter H. Reiser ?@peterreiser Q: How can technology facilitate adoption #sbf12 Expand Reply Delete Favorite 2hPeter H. Reiser ?@peterreiser #sbf12 @cfinn @mgotta Ram Menon at panel discussion about social technology @oraclewebcenter http://pic.twitter.com/Pquz73jO View photo Reply Delete Favorite 2hPeter H. Reiser ?@peterreiser Ram Menon: 100% of data is in a system somewhere. 100% of collective intelligence is with people. Social System bridge both worlds Expand Reply Delete Favorite 2hPeter H. Reiser ?@peterreiser #sbf12 @MikeGotta Adoption is specific to the culture of the company Expand Reply Delete Favorite 2hPeter H. Reiser ?@peterreiser @cfinn - drive adoption is important @MikeGotta - activity stream + watch list is most important feature in a social system #sbf12 Expand Reply Delete Favorite 2hPeter H. Reiser ?@peterreiser @MikeGotta Why just adoption? email as 100% adoption? #sbf12 Expand Reply Delete Favorite 2hPeter H. Reiser ?@peterreiser @MikeGotta Ram Menon respond: there is only 1 questions to ask: What is the adoption? #sbf12 @socialadoption you like this ? #sbf12 Expand Reply Delete Favorite 3hPeter H. Reiser ?@peterreiser @MikeGotta - just replacing old technology (e.g. email) with new technology does not help. we need to change model/attitude #sbf12 Expand Reply Delete Favorite 3hPeter H. Reiser ?@peterreiser Ram Menon: CEO mandated to replace 6500 email aliases with Social Networking Software #sbf12 Expand Reply Delete Favorite 3hPeter H. Reiser ?@peterreiser @MikeGotta A: How to bring interface together #sbf12 . Going from point tools to platform, UI, Architecture + Eco-system is important Expand Reply Delete Favorite 3hPeter H. Reiser ?@peterreiser Q: How is technology important in Social Business #sbf12 A:@cfinn - technology is enabler , user experience -easy of use is important Expand Reply Delete Favorite 3hPeter H. Reiser ?@peterreiser @cfinn particiapte in panel "Does technology matter? Understanding how software enables or prevents participation" #sbf #webcenter

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OK - What now? How do we become a Social Business?

- by Michael Snow

We hope that those of you that attended yesterday's Webcast with Brian Solis enjoyed Brian's discussion with Christian Finn for our last Webcast of the season for the Oracle Social Business Thought Leaders Series. For those of you that may have missed the webcast or were stuck at a company holiday party - you'll be glad to hear that the webcast will be available On-Demand starting later today (12/14/12). And any of you who'd like to listen to a quick but informative podcast with Brian - can listen to that here. Some of you may still be left with questions about how to get from point A to point B and even more confused than when you started thinking about this new world of Digital Darwinism. The post below, grabbed from an abundance of great thought leadership prose on Brian's blog may help you frame the path you need to start walking sooner versus later to stay off of the endangered species list. As you explore your path forward, please keep Oracle in mind - we do offer a wide range of solutions to help your organization 12.00 Normal 0 false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} optimize the engagement for your customers, employees and partners. The Path from a Social Brand to a Social Business Brian Solis Originally posted May 2, 2012 I’ve been a long-time supporter of MediaTemple’s (MT)Residence program along with Gary Vaynerchuk, Neil Patel, and many others whom I respect. I wanted to share my “7 questions to answer to become a social business” with you here.. Social Media is pervasive and is becoming the new normal in corporate marketing. Brands who get this right are starting to build their own media networks rich with customer connections numbering in the millions. Right now, Coca-Cola has over 34 million fans on Facebook, but they’re hardly alone. Disney follows just behind with 29 million fans, Starbucks boasts 25 million, and Oreo, Red Bull, and Converse play host to over 20 million fans. If we were to look at other networks such as Twitter and Youtube, we would see a recurring theme. People are connecting en masse with the businesses they support and new media represents the ability to cultivate consumer relationships in ways not possible with traditional earned or paid media. Sounds great right? This might sound abrupt, but the truth is that we’re hardly realizing the potential of what lies before us. Everything begins with understanding not just how other brands are marketing themselves in social media, but also seeing what they’re not doing and envisioning what’s possible. We’re already approaching the first of many crossroads that new media will present. Do we take the path of a social brand or that of a social business? What’s the difference? A social brand is just that, a business that is remodeling or retrofitting its existing marketing practices to new media. A social business is something altogether different as it embraces introspection and extrospection to reevaluate internal and external processes, systems, and opportunities to transform into a living, breathing entity that adapts to market conditions and opportunities. It’s a tough decision to make right now especially at a time when all we read about is how much success many businesses are finding without having to answer this very question. With all of the newfound success in social networks, the truth is that we’re only just beginning to learn what’s possible and that’s where you come in. When compared to the investment in time and resources across the board, social media represents only a small part of the mix. But with your help, that’s all about to change. The CMO Survey, an organization that disseminates the opinions of top marketers in order to predict the future of markets, recently published a report that gave credence to the fact that social media is taking off. One of the most profound takeaways from the report was this gem; “The “like button” [in Facebook] packs more customer-acquisition punch than other demand-generating activities.” With insights like this, it’s easy to see why the race to social is becoming heated. The report also highlighted exactly where social fits in the marketing mix today and as you can see, despite all of the hype, it’s not a dominant focus yet. As of August 2011, the percentage of overall marketing budgets dedicated to social media hovered at around 7%. However, in 2012 the investment in social media will climb to 10%. And, in five years, social media is expected to represent almost 18% of the total marketing budget. Think about that for a moment. In 2016, social media will only represent 18%? Queue the sound of a record scratching here. With businesses finding success in social networks, why are businesses failing to realize the true opportunity brought forth by the ability to listen to, connect with, and engage with customers? While there’s value in earning views, driving traffic, and building connections through the 3F’s (friends, fans and followers), success isn’t just defined simply by what really amounts to low-hanging fruit. The truth is that businesses cannot measure what it is they don’t know to value. As a result, innovation in new engagement initiatives is stifled because we’re applying dated or inflexible frameworks to new paradigms. Social media isn’t owned by marketing, but instead the entire organization. This changes everything and makes your role so much more important. It’s up to you to learn how to think outside of the proverbial social media box to see what others don’t, the ability to improve customers experiences through the evolution of a social brand into a social business. Doing so will translate customer insights from what they do and don’t share in social networks into better products, services, and processes. See, customers want something more from their favorite businesses than creative campaigns, viral content, and everyday dialogue in social networks. Customers want to be heard and they want to know that you’re listening. How businesses use social media must remind them that they’re more than just an audience, consumer, or a conduit to “trigger” a desired social effect. Herein lies both the challenge and opportunity of social media. It’s bigger than marketing. It’s also bigger than customer service. It’s about building relationships with customers that improve experiences and more importantly, teaches businesses how to re-imagine products and internal processes to better adapt to potential crises and seize new opportunities. When it comes down to it, Twitter, Facebook, Youtube, Foursquare, are all channels for listening, learning, and engaging. It’s what you do within each channel that builds a community around your brand. And, at the end of the day, the value of the community you build counts for everything. It’s important to understand that we cannot assume that these networks simply exist for people to lineup for our marketing messages or promotional campaigns. Nor can we assume that they’re reeling in anticipation for simple dialogue. They want value. They want recognition. They want access to exclusive information and offers. They need direction, answers and resolution. What we’re talking about here is the multidimensional makeup of consumers and how a one-sided approach to social media forces the needs for social media to expand beyond traditional marketing to socialize the various departments, lines of business, and functions to engage based on the nature of the situation or opportunity. In the same CMO study, it was revealed that marketers believe that social media has a long way to go toward integrating into the overall company strategy. On a scale of 1-7, with one being “not integrated at all” and seven being “very integrated,” 22% chose “one.” Critical functions such as service, HR, sales, R&D, product marketing and development, IR, CSR, etc. are either not engaged or are operating social media within a silo disconnected from other efforts or possibilities. The problem is that customers don’t view a company by silo, instead they see one company, one brand, and their experience in social media forms an impression that eventually contributes to their view of your brand. The first step here is to understand business priorities and objectives to assess how social media can be additive in achieving these goals. Additionally, surveying the landscape to determine other areas of interest as its specifically related to your business. • Are customers seeking help or direction? • Who are your most valuable customers and what are they sharing? • How can you use social media to acquire and retain customers? - What ideas are circulating and how can you harness user generated activity and content to innovate or adapt to better meet the needs of customers? - How can you broaden a single customer view to recognize the varying needs of customers and how your organization can organize around each circumstance? - What insights exist based on how consumers are interacting with one another? How can this intelligence inform marketing, service, products and other important business initiatives? - How can your business extend their current efforts to deliver better customer experiences and in turn more effectively unit internal collaboration and communication? Customer demands far exceed the capabilities of the marketing department. While creating a social brand is a necessary endeavor, building a social business is an investment in customer relevance now and over time. Beyond relevance, a social business fosters a culture of change that unites employees and customers and sets a foundation for meaningful and beneficial relationships. Innovation, communication, and creativity are the natural byproducts of engagement and transformation. As a social brand, we are competing for the moment. As a social business, we are competing the future in all that we do today.

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e-interview: SunSpace to WebCenter migration

- by me

I had the pleasure to do an e-interview with Ana Neves around the SunSpace to WebCenter migration project. Below is the english version of the interview. Enjoy Peter, you joined Oracle in 2009 through the acquisition of Sun. Becoming a part of Oracle meant many changes. The internal collaboration platform was one of them, as per a post you wrote back in 2011. Sun had SunSpace. How would you describe SunSpace? SunSpace was the internal Community and Social Collaboration platform for the Sun's Global Sales and Services Organization. SunSpace served around 600 communities with a main focus around technology, products and services. SunSpace was a big success. Within 3 months of its launch SunSpace had over 20,000 users and it won the Atlassian "Not just another wiki" Award for the best use of Confluence (https://blogs.oracle.com/peterreiser/entry/goodbye_sunspace_hello_webcenter). What made SunSpace so special? 1. People centric versus Web centric The main concept of SunSpace put the person in the middle of everything. All relevant information, resources etc. where dynamically pushed to a person's myProfile ( Facebook like interface) based on the person's interest and needs. 2. Ease to use SunSpace was really easy to use. We spent a lot of time on social interaction design to optimize the user experience. Also we integrated some sophisticated technology to hide complexity from the user. As example - when a user added a document to SunSpace - we analyzed the content of the document and suggested related metadata and tags to the user based on a sophisticated algorithm which was integrated with the corporate taxonomy. Based on this metadata the document was automatically shared with the relevant communities. 3. Easy to find One of the main use cases for SunSpace was that a user could quickly find the content and information they needed for their job. The search implementation was based on: optimized search engine algorithm using social value based ranking enhancements community facilitated search optimization faceted search which recommended highly relevant content like products, communities and experts 4. Social Adoption - How to build vibrant communities You can deploy the coolest social technology but what if the users are not using it? To drive user adoption we implemented two complementary models: 4.1 Community Methodology We developed a set of best practices on how to create, run and sustain communities including: community structure and types (e.g. Community of Practice, Community of Interest etc.) & tips and tricks on how to build a "vibrant " communities, Community Health check etc. These best practices where constantly tuned and updated by the community of community drivers. 4.2. Social Value System To drive user adoption there is ONE key question you have to answer for each individual user: What's In It For Me (WIIFM) We developed a Social Value System called Community Equity which measures the social value flow between People, Content and Metadata. Based on this technology we added "Gamfication" techniques (although at that time this term did not exist ) to SunSpace to honor people for the active contribution and participation. As example: All social credentials a user earned trough active community participation where dynamically displayed on her/his myProfile. How would you describe WebCenter? Oracle WebCenter (@oraclewebcenter) is the Oracle's user engagement platform for social business. It helps people work together more efficiently through contextual collaboration tools that optimize connections between people, information, and applications and ensures users have access to the right information in the context of the business process in which they are engaged. Oracle WebCenter can help your organization deliver contextual and targeted Web experiences to users and enable employees to access information and applications through intuitive portals, composite applications, and mash-ups. How does it compare to SunSpace in terms of functionality? Before I answer this question, I would like to point out some limitation we started to see with the current SunSpace implementation. Due to the massive growth of the user population (>20,000 users), we experienced performance and scalability challenges with the current technology. Also at the time - Sun Internal Communications and SunIT planned to replace the entire Sun Intranet with SunSpace. We kicked-off a project to evaluate the enterprise level technology which eventually would replace the good old static Intranet. And then Oracle acquired Sun. We already had defined the functional requirements for the Intranet replacement with a Social Enterprise Stack and we just needed to evaluate the functional requirements against WebCenter Below are the summary of this evaluation MyProfile SunSpace WebCenter How WebCenter Works Home MyProfile: to access, click on your name at the top of any WebCenter page Your name, title, and reporting line are displayed. Sub-tabs show your activity stream (Activities); people in your network (Connections); files you have uploaded (Documents); your contact information (Organization); and any personal information you wish to share (About). Files MyFiles Allows you to upload, download and store documents or wiki pages within folders and subfolders. The WebDav interface allows you to download / upload files / folders with a simple drag and drop to / from your local machine. Tagging is supported and recommended. Network HomeMyConnections Home: displays the activity stream of individuals in your network.MyConnections: shows individuals in your network. Click on a person's name to see their contact info and link to their profile. Status Updates MyProfle > Activties Add and displays your recent activties and status updates. Watches Preferences > Subscriptions > Current Subscriptions Receive email notifications when pages / spaces you watch are modified. Drafts N/A WebCenter does not support Drafts Settings Preferences: to access, click on 'Preferences' at the top of any WebCenter page Set your general preferences, as well as your WebCenter messaging, search and mail settings. MyCommunities MySpaces: to access, click on 'Spaces' at the top of any WebCenter page Displays MySpaces (communities you are a member of); and Recent Spaces (communities you have recently visited). Community SunSpace Webcenter How Webcenter Works Home Home Displays a community introduction and activity stream. Members can add messages, links or documents via the Community Message Board. No Top Contributors widget. People Members Lists members of the community. The Mail All Members feature allows moderators and participants to send a message to all members of the community. Membership Management can be found under > Manage > Members News News Members can post and access latest community news and they can subscribe to news using an RSS reader Documents Documents Allows community members to upload, download and store documents or wiki pages within folders and subfolders. The WebDav interface allows participants to download / upload files / folders with a simple drag and drop to / from your local machine. Tagging is supported and recommended. Wiki Wiki Allows community members to create and update web pages with a WYSIWYG editor. Note: WebCenter does not support macros or portlet embedding. Forum Forum Post community forum topics. Contribute to community forum conversations. N/A Calendar Update and/or view the Community Calendar. N/A Analytics Displays detailed analytics data (views,downloads, unique users etc.) for Pages, Wiki, Documents, and Forum in a given community space. What is the adoption of WebCenter at Oracle? The entire Intranet serving around 100,000 users is running on WebCenter Content. For professional communities we use WebCenter Portal and Spaces. Currently we have around 6,000 community spaces with around 40,000 members. Does Oracle have any metrics to assess usage and impact of WebCenter? Can you give us some examples? Sure - we have a lot of metrics For the Intranet we use traditional metrics like pageviews, monthly unique visitors and unique visits. For Communities we use the WebCenter Portal/Spaces analytics service which gives as a wealth of data. The key metrics we track are: Space traffic (PageViews, Unique Users) Wiki,Documents (views, downloads etc.) Forum (users, views, posts etc.) Registered members over time Depending on the community we can filter/segment the metrics by User Properties e.g. Country, Organization, Job Role etc. What are you doing to improve usage and impact? 1. We integrating the WebCenter social services/fabric into all main business applications. As example The Fusion CRM deployment is seamless integrated with Oracle Social Network (OSN) and all conversation around an opportunity or customer engagement is done in OSN (see youtube video). 2. We drive Social Best Practice trough a program called "Social Networking & Business Collaboration (SNBC) program" You worked both with WebCenter and SunSpace. Knowing what you know today, if you had the chance to choose between the two, which one would you choose? Why? That's a tricky question In the early days of the Social Enterprise implementation (we started SunSpace in 2006), we needed an agile and easy to deploy technology to keep up with the users requirements. Sometimes we pushed two releases per day and we were in a permanent perpetual beta mode - SunSpace was perfect for that. After the social implementation matured over time - community generated content became business critical and we saw a change in the requirements from agile to stability, scalability and reliability of the infrastructure. WebCenter is the right choice for such an enterprise-level deployment. You are a WebCenter Evangelist at Oracle. What do you do as part of that role? Our role is to help position Oracle as one of the key thought leaders and solutions provider for Social Business. In addition we drive social innovation trough our Oracle Appslab team. Is that a full time role? Yes How many other Evangelists are there in Oracle? We are currently 5 people in the WebCenter evangelist team (@webcentervoices): Christian Finn (@cfinn) leads the team - Christian came from the Microsoft Sharepoint product management team and is a recognized expert in Social Business and Enterprise Collaboration. Noël Jaffré (@noeljaffre) is our Web Experience Management (WEM) guru and came to Oracle via FatWire acquisition (now WebCenter Sites). Jake Kuramoto (@theapplab) is part of the Oracle AppsLab innovation team - Jake is well known as the driving force behind http://theappslab.com a blog around social and innovation. Noel Portugal (@noelportugal) is a developer in the Oracle AppsLab innovation team - he is the inventor of OraTweet - Oracle's internal tweeting platform Peter Reiser (@peterreiser) is a Social Business guru and the inventor of SunSpace and Community Equity. What area of the business do you and the rest of the Evangelists sit in? What area of the organisation is responsible for WebCenter? We are part of the WebCenter product management organization. Is WebCenter part of the Knowledge Management strategy? Oracle WebCenter is the Oracle's user engagement platform for social business. It brings together the most complete portfolio of portal, web experience management, content, social and collaboration technologies into a single product suite and is the product foundation of the Oracle Knowledge Management strategy. I am aware Oracle also uses Beehive internally. How would you describe Beehive? Oracle Beehive provides an integrated set of communication and collaboration services built on a single scalable, secure, enterprise-class platform Beehive is internally used for enterprise wide mail, calendar and real collaboration (Web conferencing) services. Are Beehive and WebCenter connected? Historically Beehive and WebCenter Portal & Content had some overlap in functionally. (Hey - if a company has an acquisition strategy to strengthen its product offering and accelerate innovation, it's pretty normal that functional overlap exists :- )) A key objective of the WebCenter strategy is to combine all social and collaboration offerings under the WebCenter product family. That means that certain Beehive components will be integrated into the overall WebCenter product offering. Are there any other internal collaboration tools at Oracle? Which ones There here are two other main social tools which are widely used at Oracle Oracle Connect was the first social tool the Oracle AppsLab team created in 2007 - see (Jake's blog post for details). It is still extensively used. ... and as a former Sun guy I like this quote from the blog post: "Traffic to Connect peaked right after the Sun merger in 2010, when it served several hundred thousand pageviews each month; since then, traffic has subsided, but still averages tens of thousands of pageviews to several thousand users each month." Oratweet - Oracle internal microblogging platform has been used since June 2008 and it is still growing. It's entirely written in Oracle Application Express (APEX) which is a rapid web application development tool for the Oracle database. Wanna try it out? Here you can download the code. What is Oracle's strategy regarding (all these) collaboration tools? Pretty straight forward. The strategy is to seamless integrate the WebCenter social & collaboration services into all Business Applications to help customers to socialize their enterprise.

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