Social Commerce Plan (3000 word)
Week 9 Lecture
The Social Enterprise: From Recruiting to Problem Solving and Collaboration
Chapter 8 (Turban book)
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Unit objectives
1. identify the various tools of social media and describe how those tools are used to engage customers
2. identify, analyse and critically assess the suitability of various social commerce models and strategies for various e-businesses
3. explain the various principles and theories of social commerce
4. describe, explain and propose the appropriate marketing communication that could be conducted in various social commerce models
5. describe how social commerce aids customer relationship management
6. explain and understand the implementation issues in social commerce.
Learning Objectives
Define social enterprise & describe its types, benefits & limitations.
Describe business-oriented public social networks
Explain what enterprise social networks are
Application: Discuss the online employment market,
Application: Describe e-learning
Application: Describe managerial problem solving & knowledge management
Application: Describe and discuss online advisory systems
Application: Define crowdsourcing (already covered in Chapter 2)
Application: Explain social collaboration
Opening Case: CEMEX – A Social Business
The Problem
Drastic reduction in business 2008-2014 Economic Slowdown
Traditional cost-reduction – not sufficient
Losses instead of profit
Innovation was needed
Given its global nature, collaboration was needed for innovation
Improved productivity was needed
Have operations in 50 countries. Do business with more than 100 countries.
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Opening Case: CEMEX – A Social Business
The Solution
Implemented Shift an Enterprise 2.0 – social media tools for thousand of global internal employees & external partners.
Based on IBM Global Business Service
Employees use the network to share knowledge, communicate and collaborate – cost reduction & productivity
Knowledge Management platform
Opening Case: CEMEX – A Social Business
The Results
Shared knowledge empowered employees.
Both internal & external collaboration increased significantly.
500 groups of 25,000 employees generated innovative solutions – strategies to remain a leader in 21st Century
Profits increased dramatically together with share price. Stock price increase 300%
Lessons Learned from this Case
Successful in-house social network
Extensive internal and external idea generation
Using Web 2.0 tools can be effective
Innovation increased significantly
A good example of social collaboration
What Social Network theory to explain the success?
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Learning Objectives
Define social enterprise & describe its types, benefits & limitation.
Describe business-oriented public social networks
Explain what enterprise social networks are
Application: Discuss the online employment market,
Application: Describe e-learning
Application: Describe managerial problem solving & knowledge management
Application: Describe and discuss online advisory systems
Application: Define crowdsourcing and describe its use in social enterprise (already covered in Chapter 2)
Application: Explain social collaboration
Social Enterprise/Enterprise 2.0
Definitions: “those organizations that apply emerging technologies like Web 2.0 accompanied by organizational, cultural, and process changes to improve business performance in an increasingly connected global economic environment”
Videos on social enterprise
https:// www.youtube.com/watch?v=XeIQRBmSgqk
Organizational change – hiring & training people with Web 2.0 experience
Cultural change – sharing, trusting, empowering employees, encouraging innovation
Process change – crowdsourcing, listening through web analytics & sentiment analysis, & personalizing value to customers, innovation is everybody’s job
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Figure 7.4 The Evolution of Business Processes in SCRM
Source: Courtesy of F. Ciprianni, Social CRM: Concept, Benefits, and Approach
to Adopt,” November 2008. slideshare.net/ fhcipriani /social-crm-presentation-761225
(accessed January 2012). Used with permission.
Co. viewpoint
Cust. viewpoint
Company
PROCESS CHANGE
process change – personalizing value to customers
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Figure 7.6 The Organizational Mindset for SCRM
Source: Courtesy of F. Ciprianni, Social CRM: Concept, Benefits, and Approach
to Adopt,” November 2008. slideshare.net/ fhcipriani /social-crm-presentation-761225
(accessed January 2012). Used with permission.
Social Enterprise/
Enterprise 2.0
Example: Michel1, all technician gets a feedback on their service from customers
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Social Enterprise/Enterprise 2.0
Two types:
Business Oriented Public Social Network (Public): Enterprise applications are both internally and externally (e.g., using LinkedIn). Hosted by a third party
Enterprise Social Network (Private): Social networks can be directed to employees only, to customers only, usually within the supply chain (Starbucks, Cemex Shift). Hosted by a company
SOCIAL ENTERPRISE BENEFITS
To build better customer and supplier relationships
To improve knowledge management
To facilitate recruitment and retention
To increase business opportunities
To build a business community (networking)
To gain expert advice
To improve communication and collaboration
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Collaborative commerce in the supply chain, e.g. C-hub, grid computing, CPFR, collaborative product design. Partners/customer relationship management.
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New feature requires new learning process.
In using these tools, people need to spend some more time to learn to use them for a purpose
Security
In cyber world, crime is still there to make some trouble in a purpose. Viruses, malware, -hacking that can connect to privacy issues are shadowing all the users.
Bad PR, leakage of sensitive info, spam, etc.
Others?
SOCIAL ENTERPRISE LIMITATIONS
Employees/supply chain resist to share info – loss of power. Managers refuse to empower staff – fear of loss of power. Lack of trust.
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Learning Objectives
Define social enterprise & describe its types, benefits & limitations.
Describe business-oriented public social networks
Explain what enterprise social networks are
Application: Discuss the online employment market,
Application: Describe e-learning
Application: Describe managerial problem solving & knowledge management
Application: Describe and discuss online advisory systems
Application: Define crowdsourcing (already covered in Chapter 2)
Application: Explain social collaboration
Business-Oriented Public Social Networking
A public network owned by a 3rd party e.g.
LinkedIn – most popular, focused on recruitment and finding jobs (case study), also for identifying business opportunities
Google+: focused on Google account holder >1 billion users
Ryze: young entreprenuers building personal network, finding jobs
External business engagement: More for recruitment, finding new business opportunities, new leads, enhancing corporate PR, new collaboration
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ENTERPRISE SOCIAL NETWORKS: Company-owned SN for employees, former employees and customers/partners. E.g. Cemex Shift, Yammer Activities include:
Allow employees to collaborate and communicate in an employee-driven system e.g. organize events, post photos, create list, spread the buzz (through the comments features).
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Internal & supply chain collaborations: upstream suppliers to internal company to downstream wholesaler, retailers and even end corporate customers
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Top ESN Tools
Enterprise Social Networks
Social Enterprise Applications
Networking and community building – building contacts
Crowdsourcing – idea generation e.g. Cemex
Social collaboration – collaborative work & problem solving
E-learning
Knowledge management
Recruitment
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Intrabusiness
Between a business and its employees (B2E)
Between units within the business
Among employees in the same business
Supply chain management – CPFR, C-Hub, etc
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How Enterprise Social Networking Helps Employees?
Quick access to knowledge, know-how, and “know-who.” (Knowledge Management)
Expansion of social connections and broadening of affiliations (networking)
Self-branding-building internal profiles
Referrals, testimonials, and benchmarking with others
Learning Objectives
Define social enterprise & describe its types, benefits & limitations.
Describe business-oriented public social networks
Explain what enterprise social networks are
Application: Discuss the online employment market
Application: Describe e-learning
Application: Describe managerial problem solving & knowledge management
Application: Describe and discuss online advisory systems
Application: Define crowdsourcing and describe its use in social enterprise (already covered in Chapter 2)
Application: Explain social collaboration
Online Job Markets Social Networks
Social Recruiting
The major activity of LinkedIn - very comprehensive https://www.youtube.com/watch?v=LZZXEaDYZHw
Recruiting and Job Searching Using LinkedIn
–94% use social media; 78% hired from social media
Many services on Facebook (to employers, to jobseekers) (66%). What advantage LinkedIn has over Facebook?
Jobseekers: search for jobs, follow companies, connect with people at your target companies
450 million users. Both passive and active job seekers. Highly skilled professional. Credibility from their peers e.g. referrals, endorsement of skills, recommendations, followers, number of contacts.
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Online Job Markets Social Networks
Virtual Job Fairs and Recruiting Events
IBM 400K employees in ESN were searched and invited to an online job fair
https ://www.on24.com/resources/case-studies/ibm /
Results in 17K potential candidates, 5.2K registered, 1K interested candidates identified.
Learning Objectives
Define social enterprise & describe its types, benefits & limitations.
Describe business-oriented public social networks
Explain what enterprise social networks are
Application: Discuss online employment market
Application: Describe e-learning
Application: Describe managerial problem solving & knowledge management
Application: Describe and discuss online advisory systems
Application: Define crowdsourcing and describe its use in social enterprise (already covered in Chapter 2)
Application: Explain social collaboration
E-Learning Social Network
E-Learning: Online delivery of information for purposes of education, training, or knowledge management
Web makes knowledge accessible to those who need it anywhere and anytime
Make use of online materials (MOOC, edutainment games, e-books) & tools e.g. learning management systems (e.g. Moodle), social networks, blogs, e-mails, wikis, visual interactive simulations, virtual world, etc.
Conducted in universities and corporate training programs to save cost and improve efficiency and effectiveness. (e.g. Monash Moodle).
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Cisco Delta Force
Started 2001 with two e-learning portals in Cisco ESN, one for 40 partners and another for 4,000 internal system engineers (SE).
Training on how to sell, install, configure and maintain new Cisco products (e.g. Internetwork operating system).
Save SE 1 productivity day and 20% of travel cost.
In 12 months, Cisco saved 1 million just on one e-learning course.
In 2004, 12,000 internal employees and 150,000 employees of business partners, and 200,000 independent students were taking e-learning courses.
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of business partners
Fast PLC: changes of products and process
Demand
Supply: Availability of technology
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E-Learning Platforms/Social Enterprise
Social Networks
Students use LinkedIn, Twitter, Facebooks, ESN to hold discussions. Lecturers use blogs and Wikipedia for their classes
Second Life
Conducting lectures, collaborate with students on projects, meeting with text book authors, architecture students built buildings in virtual world, learning through role play, student study simulation fictional business conducted by IBM.
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Real-Life lecture in Second Life – Harvard University
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Learning Objectives
Define social enterprise & describe its types, benefits & limitations.
Describe business-oriented public social networks
Explain what enterprise social networks are
Application: Discuss the online employment market,
Application: Describe e-learning
Application: Describe managerial problem solving & knowledge management
Application: Describe and discuss online advisory systems
Application: Define crowdsourcing and describe its use in social enterprise (already covered in Chapter 2)
Application: Explain social collaboration
Managerial Problem Solving & Knowledge Management
Managers consistently engage in decision making & problem solving; however, some of the problems are difficult to solve and require knowledge management.
Knowledge management (KM) - a process of capturing (or creating) knowledge, storing it, constantly updating it, disseminating/sharing it, and using it. KM activities are facilitated using ESN & BOPSN
Knowledge Creation- creating knowledge to solve problems. Social collaboration tools or crowdsourcing can facilitate knowledge creation e.g. IBM Innovation jam - an Internet-based platform for conducting conversations through brainstorming. Each year, the “Jam” focuses on a different topic. In 2011 – ‘Social Business’; 2013-‘Client Experience Jam.’ Watch https://www.youtube.com/watch?v=etgTjWGnLps
Innovation jam started in 2001. 150,000 employees and members of business partners tries to help IBM move the
latest technologies to the market. In 2006. Within 72 h, more than 50,000 ideas were posted. Several ideas generated in this process were implemented,
resulting in substantial savings. Sample topics of Innovation Jams include new technologies for water filtration, 3-D Internet, and branchless banking.
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Knowledge Sharing -Members tell other members where to find/disseminate knowledge of interest from/to the community or team. Knowledge sharing is supported by tools such as IBM Connections.
IBM Connections is a social platform for businesses that, according to IBM, “lets you access everyone/disseminate knowledge in your professional network, including your colleagues, customers, and partners.” Watch https://www.youtube.com/watch?v=tKq9Rm9RyM4
Managerial Problem Solving, Innovation, & Knowledge Management
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Learning Objectives
Define social enterprise & describe its types, benefits & limitations.
Describe business-oriented public social networks
Explain what enterprise social networks are
Application: Discuss the online employment market
Application: Describe e-learning
Application: Describe managerial problem solving & knowledge management
Application: Describe and discuss online advisory systems
Application: Define crowdsourcing and describe its use in social enterprise (already covered in Chapter 2)
Application: Explain social collaboration
Knowledge Management - Online Advice & Consulting
BOPSN offers such service e.g.
Social networks - ask questions LinkedIn Help Center & Yahoo! Answers ( answers. yahoo.com )
Medical advice - WebMD ( webmd.com ) & DoctorSpring ( doctorspring.com )provide health advice & some consultations
Gurus- answers.com provides businesses with an efficient platform to connect and perform transactions with freelance professionals. Wikianswers
https:// www.youtube.com/watch?v=mbwzoFThxlU
Activity: Crowdsourcing
crowdsourcing
The act of outsourcing tasks, traditionally performed by an employee or contractor, to an undefined, large group of people or community (a “crowd”), through an open call. Crowdsourcing within company/supply chain and with customers.
BOPSN & ESN use crowdsourcing.
https:// www.youtube.com/watch?v=F0-UtNg3ots
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Destination Africa – Crowd Creation
Cemex, Starbuck – Collective intelligence
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Learning Objectives
Define social enterprise & describe its types, benefits & limitations.
Describe business-oriented public social networks
Explain what enterprise social networks are
Application: Discuss the online employment market,
Application: Describe e-learning
Application: Describe managerial problem solving, knowledge management & dissemination
Application: Describe and discuss online advisory systems
Application: Define crowdsourcing and describe its use in social enterprise (already covered in Week2/Chapter 2)
Application: Explain social collaboration
Social Collaboration (Collaboration 2.0)
Social collaboration – tools to help people’s collaboration within and between communities enabled by social media tools & platforms to achieve a common goal. (All in one tools)
Internally, among employees from different units working in virtual teams, & externally, when working with suppliers, customers, and other business partners. Tools include:
Blogs and Wikis Inside the Enterprise
Twitter to support external collaboration
Uses knowledge creating and sharing tools.
Include crowdsourcing, advisory system, wikis, collaborative portals/hubs
E.g. HyperOffice https:// www.youtube.com/watch?v=bH-I4FYRSZs
Integration of BOPSN & ESN tools for internal and external collaborations:
Knowledge sharing and creation is a subset of social collaboration.
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Figure 8.2 The Dimensions of Social Collaboration