Un-stoppable. Power to the People. No, it wasn’t another presidential debate, it was JiveWorld 2012 — held earlier this month in Las Vegas, NV. JiveWorld is one of the industry’s key forums to gauge the pulse of how companies are embracing and leveraging the power of social computing. The event has grown steadily over the past few years and has now reached a size of more than 1,500 people. An audience poll indicated that 53 percent of attendees were at their first JiveWorld event, proof that people are really starting to pay more attention. It is clearly a sign that organizations are starting to get more serious about using social business to drive key business initiatives. And, if you consider that over 64 of the sessions conducted at the conference were actually led by Jive customers, there are now plenty of examples for attendees to latch onto. Social business is now mainstream business. Are you ready?
Keynote presenters included Tony Zingale, Jive Software CEO, Chris Anderson, editor-in-chief of Wired Magazine, and Jonathan Martin, SVP, corporate marketing, EMC Corporation. Tony’s session highlighted the need for businesses today to put an end to business as usual unleash the power of teams to optimize their core business processes, drive application rationalization and provide higher worker productivity and higher value business outcomes. He highlighted that Jive has really moved the conversation beyond a product feature war and more to a business value discussion. Jive has never been about bringing “Facebook” to the enterprise. It’s always been about changing the way companies work and conduct business. Bravo.
Chris Anderson quickly followed. And whenever Chris takes the stage to discuss one of his many initiatives, you always leave feeling extremely inadequate and wondering if this guy actually ever sleeps! From Geek Dad to Editor in Chief, to author, to speaker to inventor, he must have more hours in the day than the rest of us. Anderson’s third book, “Makers: The New Industrial Revolution,” describes how entrepreneurs are using crowdsourcing to not only generate ideas, but to identify top talent around the globe. As Bill Joy once said, the smartest people are probably not working for you right now. Using crowdsourcing allows you to tap into the best talent available across the world. Making this even more exciting is the fact that manufacturing and fabrication tools are now more accessible than ever. Chris demonstrated how 3D printers are emerging as digital fabricators which provide an easy way for entrepreneurs to now manufacture their ideas. We are truly entering the digital fabrication age where ideas can quickly be realized without the need for long prototype cycles. So if you consider the power of social crowdsourcing to not only collaborate and generate ideas, but also as a global manufacturing network, you can easily see how this new age of inventors will reshape how companies are formed and how they compete going forward.
As Jonathan Martin took the stage, his discussions focused on quantifying the impact of social collaboration on the bottom line. Martin drove home the impact of the platform with several case studies. He first told the story of a customer support call deflection that then expanded to create a global 1.7 million member EMC One community that now supports over 280,000 users and 77,000 discussions driving brand unity, awareness and ultimately higher customer engagement. The company reported in some cases to have seen a 48 percent increase in revenue per customer.
Also highlighted, is how gamification is now closely integrating with social platforms. Gamification is rapidly being adopted in the enterprise as a key motivational technique. Companies are beginning to leverage gaming mechanics, reputation mechanics, and social mechanics to drive, measure and reward high value behavior. Evaluating user status across communities, user badges, leveling, rewards, and real time notifications are all being adopted with the promise of increasing motivation, communication, and collaboration which can greatly increase the bottom line.
It was startling to hear some of the statistics from a recent Mckinsey report called the “The Social Economy”. After conducting 500,000 surveys across 4,200 companies, the company reported that 70 percent of companies have now integrated social into their applications. More importantly, 90 percent of them are reporting they have derived business value from these applications. A lot of this benefit has come from changing the way work gets done within an organization by streamlining the functional interactions that occur. Introducing more collaborative and social techniques reduces the time needed to get things done.
Beyond the keynotes and case studies, during the event, it was clear that the social industry has matured to the point where companies are beginning to report more tangible benefits. While some are still trying to get their hands around the highest value use cases to attack in their organization, there is no question that people are starting to think very differently about how work gets done. And some are even questioning the very foundation of their enterprise structure, functions and methods of working. Are the traditional methods for accomplishing work in the enterprise now antiquated? Will companies be able to compete and survive in the Millennial Enterprise?
For decades companies created technology platforms that have focused on mechanizing core business processes. These processes were focused on capturing, managing and storing information from documents, transactions, customer information, etc. In the process, we reduced the human intervention, interaction and collaboration surrounding many of these core business processes. And while that created incredible cost benefits, efficiencies and scale, an unfortunate by-product was that we lost the power of the social capital. In the end, true innovation and optimization comes from conversations, idea sharing and the power of interconnected relationships. Companies that put social capital to work will ultimately create the most efficient, productive businesses. This is the new way of business; connecting the people that make up your business, and not just connecting the systems that enable it. Freeing companies from the limitations of the physical world and their systems, allows them to connect people across geographies and time zones and to multiply their influence beyond the numbers of people they could otherwise reach. That’s how a millennial enterprise will operate.
With the release of the Jive 6 platform, it is clear that a lot of work has gone into softening some of the rough edges and getting the platform more “enterprise ready.” It continues to be an extremely robust platform and remains a leader in the social business market. Jive 6 has a next generation UX, smarter web analytics, improvements in Jive Apps, and CRM integration and Mobility enhancements. With this release, Jive has once again leap frogged the competition!
The bottom line is that there is substantial opportunity for organizations to increase the efficiency and effectiveness of how they do their work. Research suggests that the opportunity to raise productivity in the enterprise could be as high as 20 to 25 percent. Companies that create fully networked enterprises will ultimately rise to the top of their industries as they outpace their competition in the speed at which they innovate. Social technologies have the potential to unlock the creativity and passion needed to produce true innovations, enabling companies to tackle the most difficult problems. Those that accomplish this will be regarded as true “millennial enterprises” and those that fail to adapt and change will ultimately become the dinosaurs of their industries.
If JiveWorld 2012 was any barometer, it was very exciting to see and hear from the many companies that have embarked on their journey to becoming a successful millennial enterprise.