Understanding the Social Business Excellence by @rawn #e20s

I'll be live blogging the Enterprise 2.0 Summit. So my posts will contain typo's etc. Hope you don't mind!

First keynote of the Enterprise 2.0 Summit is about 'Understanding the Social Business Excellence' by Rawn Shah, Social Business Tranformation Expert at IBM.

We all know the core elements of Business Value Creation like Customer Value, Operating Efficiency, Quality in Operations, and Organization Culture. What is happening to this, is it changing? Is it still necessary?

Rawn starts out with a research fact: 65% of line of business buyers will buy without IT (Forrester).
Many of our organizations today have invisible walls. We would like to have fewer walls, or one wall between external and internal. Really is conversations are starting out everywhere and they´re scaling. This creates a bit of chaos. How do you make sense of this?
This does not imply the line of business is going away? Line of business is still important. So, how do we harness the power of these conversation. Start by adding structure. This does not imply control, but relates to places (where), people (who) and purpose (why).
We have to find out what insights from the conversations are most relevant (add value) to the elements of the business value creation. For HR they are different, than for IT, for instance.

How does Social actually create value?

1. Capture Unstructured Data (one of the old goals of KM)
2. Collaboration and Discovery (accelerating ideation and innovation, building engagement and strenghtening relationships, etc.)
3. Analytical Insight (attention management, pattern analysis, sentiment analysis, accelerating decisions based on data).
4. Transformation (integrating, process resiliency, handling process exceptions, alleviating process frustration)

And how does it apply to the business? Rawn applies the above-mentioned steps to Product and Service Innovation based on goals that this part of the business can have.

So, value creation = structured social experiences + line of business goals, challenges and processes + mappings goals to strategy to execution.

Social Business Intelligence: The Future of Data-Driven Business Performance by Lee Bryant @leebryant #sbs2011

This talk by Lee Bryant is about data and how it can lead to and improve social business intelligence.

The industrial age model is getting less and less productive. It's still being masked by financials. We also see the limits of the carrot and stick management methods and extrinsic motivation as a way of orchestrating work.

Process is an embedded responsive to prior stupidity (Shirky). It's the opposite of human endeavor which is about pattern matching, sense making, etc.

Social Business is becoming the new mainstream. You can see this happening on the streets (shops saying "follow us on Twitter").

Data should/can drive evolutionary improvement. Social business data and intelligence can create the conditions for businesses to evolve. API's are the sex organs of business evolution then data is the DNA.

Companies are sitting on loads of data. Of which just a small bit should remain confidential.

This is the starting point for social CRM. Eventually it will be just the other way around: customers will hold data about businesses instead of the other way around (VRM, Doc Searls).

This leads to services and models based on real-time analytics, like Klarna.

Data collection costs money, but can be turned into a source of value.

Lee relates to the Open Data movement. Use open data to drive organizational change. E.g. biofeedback, real-time feedback vs retrospective reporting (e.g. radicial transparency through social tools like wiki's) leads to self-management instead of waiting. Just by publicizing the numbers keeps people on-task and makes work game-like.

Vision Dachis/Headshift: Social experience design for network stimulation.

We need to help people cope with the abundance of data. Create data streams that people can capture/view.

Lee foresees apps in the enterprise, looking more like Flipboard than Tweetdeck. We need more of these. And when we got the client-side right, we need to create the filters.

This also implies social media monitoring should be improved heavily. Currently the monitoring tool are not very useful. And the results of monitoring should be turned into actionable insights. This is social analytics, focusing on people listening, understanding and making sense of data.

The future will be about evidence and data in the social business space. We need (more) Marketing Data Engineers.

And that rounds up the Social Business Summit 2011. Comments and corrections on my notes about the Summit are more than welcome.

I really enjoyed the conference. It was well-organized, great speakers, lots of networking and discussion during the breaks. A truly inspiring day.

UPDATE 6 April, 2011: Added picture and links, corrected text.