{"id":1328,"date":"2012-09-23T21:47:00","date_gmt":"2012-09-23T21:47:00","guid":{"rendered":"http:\/\/localhost\/projects\/horsesforsources\/yarmis_dreamforce_092312\/"},"modified":"2012-09-23T21:47:00","modified_gmt":"2012-09-23T21:47:00","slug":"yarmis_dreamforce_092312","status":"publish","type":"post","link":"https:\/\/www.horsesforsources.com\/yarmis_dreamforce_092312\/","title":{"rendered":"Why the social enterprise matters… Yarmis brings his thoughts back from Dreamforce"},"content":{"rendered":"
\"\"<\/p>\n

HfS Research VP Jonathan Yarmis (pictured right) putting in the hard graft at the Dreamforce show<\/p>\n<\/div>\n

We can’t understate the importance of social media on the enterprise. \u00a0Hey – we bet our whole business model on it! \u00a0And that’s why we hired one of the best thinkers in the social sphere to help us understand how social will impact business processes and how enterprises will operate in this new social world we live in.<\/em><\/p>\n

So we coaxed Jonathan Yarmis<\/a> from his Dreamforce-induced hangover, where he was living it up with 90,000 other technology geeks, to tell HfS why social actually matters….<\/em><\/p>\n

Phil Fersht (HfS):\u00a0<\/strong>Jonathan – why the hype over social? \u00a0should enterprises care? \u00a0what is hype versus reality? \u00a0is this just the tech industry jumping in the next soundbite, or is there something real here?<\/strong><\/span><\/p>\n

Jonathan Yarmis (HfS):<\/strong> The hype over social is very simple and I can capture it in one statistic:\u00a0 950 million people are on Facebook.\u00a0 Social is transforming the way we communicate with each other, and the way we discover and share things.<\/p>\n

Enterprises should care at so many levels.\u00a0 First, we\u2019re in an era when consumer technologies move quickly into the enterprise market so consumer social trends presage changes that are coming in to the environment.\u00a0 Second, you should care if you want to reach and communicate effectively with your employees, partners and consumers.\u00a0 Your customers are already sharing insights and information via social channels.\u00a0 All<\/em> organizations will have change brought on them by these stakeholders.\u00a0 Savvy enterprises will capitalize on these changes to build better connections with their communities.\u00a0 We just came back from Salesforce\u2019s Dreamforce user conference, where the whole theme of the 90,000 person event was building the social enterprise.\u00a0 Microsoft paid over $1 billion to buy Yammer.\u00a0 Enterprise vendors are making real and substantial investments to build out their social portfolios.\u00a0 Oh yes, there\u2019s something real and building here, and the vendors continue to double down on that investment and belief.<\/p>\n

Phil: I<\/strong><\/strong>s “social” just being over-hyped like cloud was, or is there some real substance here?<\/strong><\/span><\/p>\n

Jonathan:<\/strong> Of course social is being over-hyped.\u00a0 That\u2019s the nature of the technology business.\u00a0 But let\u2019s understand the nature of that overhype.\u00a0 It has been recent history that we overhype in the short-term but actually under<\/em>-hype in the medium term.\u00a0 Think back to the days of Pets.com and Webvan.\u00a0 Perhaps we were a little ahead of ourselves in the short-term.\u00a0 But fast forward 10 years.\u00a0 If I had told you a decade ago, that if the Internet shut down, we\u2019d just go home because we can\u2019t get our work done; if I told you a decade ago that governments would be toppled in large part because of social media; you would have laughed.\u00a0 Yet here we are a decade later and those are our realities.\u00a0 Yes, there\u2019s substantial substance here but even more significantly, we\u2019re still in the very early stages of realizing the business value to be derived and the significant opportunities that exist, not to mention the changes that social will bring about to the way we work.<\/p>\n

Phil: W<\/strong>hat’s next for social beyond Twitter and Facebook? \u00a0Are we already at maturity stage for social, or is there still a long way to go?<\/strong><\/span><\/p>\n

Jonathan:\u00a0<\/strong>We\u2019ve just scratched the surface of the changes that are going to be wrought by social.\u00a0 Phase one has largely been a consumer phenomenon and our functionality has been limited, largely constrained to the creation of what we\u2019ve taken to calling activity streams (your Twitter or Facebook news feeds).\u00a0 In the second phase, we\u2019re going to start mining those activity streams for more business insights, from sales indications to customer support requirements and more.\u00a0 And amplified as these streams are by the deployment of mobile technologies and the proliferation of sensors and other forms of intelligent devices, social platforms will become more intelligent, more real-time and more active.<\/p>\n

There\u2019s a recurring pattern with new technologies.\u00a0 First, we enhance existing processes through the incorporation of the new technology, in this case social.\u00a0 Only later on do we ask \u201cwhat can we do that we haven\u2019t been able to do before?\u201d\u00a0 We\u2019re about to embark on that exciting second stage with social, which is where we realize the greatest value of a new platform, albeit with the greatest change and threat.<\/p>\n

Phil: How is this going to impact the global services industry?<\/strong><\/span><\/p>\n

Jonathan:\u00a0<\/strong>Social may well prove to be one of the most exciting technological changes in history in terms of how it impacts the global services industry.\u00a0 For service providers, there are large opportunities in the short-term.\u00a0 Customers are dealing with an unfamiliar challenge and so many opportunities that they\u2019re often paralyzed.\u00a0 Call it the tyranny of opportunity.\u00a0 Into that breach, service providers can help customers make meaningful advances in terms of helping clients to build a \u201csocial business.\u201d\u00a0 But that\u2019s not the big opportunity.\u00a0 More profoundly, rearchitecting businesses around social processes creates opportunities for service providers to facilitate significant process improvement.\u00a0 Service providers can incorporate themselves deeply into a client\u2019s business process, sharing knowledge, driving insights through analytics and otherwise becoming integral parts of their clients\u2019 business processes.\u00a0 Some service providers will be challenged by the emergence of social businesses, fearing loss of account control.\u00a0 Far-sighted service providers will realize social platforms actually enable deeper connections with their clients, enabling the providers to better add value to all areas of their clients\u2019 processes.<\/p>\n

This is one of those lead, follow or get out of the way moments for service providers, except it\u2019s more like lead or wither away into irrelevance.\u00a0 Your clients are changing their business processes; you\u2019ll either facilitate those changes or fall victim to them.<\/p>\n

Phil: Jonathan – thanks for the feedback from Dreamforce! \u00a0Now for your next futuristic gig at the HfS 50 in Boston \ud83d\ude42<\/strong><\/span><\/p>\n

Jonathan Yarmis is Research Vice President,\u00a0Social Business Services Research and Disruptive Technologies at HfS Research, \u00a0You can view his bio here<\/a> and email him here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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