The social enterprise by McKinsey Chief Marketing & Sales Officer Forum

Social really is here when it comes to the enterprise. Many see the role of social in consumer-focused businesses but have not absorbed what it means for the enterprise. Social is having a direct impact in 5 areas:
1. DIY prospecting: Customers conduct research on products and services well ahead of the official start to the sales cycle
2. Peer influence: Customers “pulse” their peers at every step of the journey
3. Trial before purchase: User testing requires grassroot support. It’s no longer a single decision instance rather smaller purchase bundles
4. Buyer & user are the same: The phenomenon changes decision and influence points in enterprise purchasing
5. Click to compare: Pricing transparency is foundational; consumer expectations are shaping enterprise behavior

My point of view: a social enterprise is not an enterprise that uses social media. It is about creating mutual value


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The rise and ohoh rise of the collaborative organization

The core

This is a nuts-and-bolts guide.

Jacob Morgan provides the information, insights and a strategic framework you need to use emergent   collaborative software behind your company‘s firewall to solve business problems, unearth new opportunies   and to drive innovation.

This book is about enterprise 2.0. As defined as the use of emergent social software platforms by business in  pursuit of their goals regardless of whether it is inside or outside the firewall.

Jacob Morgan is the principal and co-founder of Chess Media Group, a management consulting and strategic advisory firm on collaboration. He is the author of his new book “The Collaborative Organization,” the first strategic guide for executives and decision makers seeking to deploy emerging technologies and strategies in the workplace (published by McGraw Hill, due out June 2012).

My rating

4,5 stars on a scale 0-5.

In an earlier post I wrote about the inertia of some managers for investing in knowledge management.

 In that post I made a reference to Kaplan and Norton’s Strategy Maps: Converting Intangible assets into tangible outcomes.

Jacob includes one – at least for me – essential part of it:

None of these intangible assets has value that can be measured seperately or independently.
The value of these intangible assets derives from their ability to help the organization implement its strategy…..

Intangible assets such as knowledge and technology seldom have a direct impact on financial outcome such as increased revenues, lowered costs and higher profits, Improvements in tangible assets affect financial outcomes through chains of cause-and-effect relationships.

Jacob and I agree completely with that statement.

The author claims that one can use the book as a guide for a one’s collaborative journey. One should utilize everything you can in this chapter and in the book, adapt it, change it and make it your own. Regular readers may see a similar approach as of my blog serve4impact: context, connect, construct and compact changes. But be cautious: the book has a technology focus. To really start your collaborative journey I would like to recommend Morton Hansen book on Collaboration and Andrew McAfee’s Enterprise 2.0.

 I refer buying this book to anyone who is working in a knowledge intensive industry. As a   manager or profesional. It is not limited to leaders for creating , implementing and adapting a strategy. Buy the book and do not read all of it. Check out your action points and start reading. As stated before, there is even more food of thougth (such as this fine reading list).

One flaw of the approach is that the approach of collaboration is limited at the enterprise level. Be aware of that.

But to mitigate that flaw, I will include some fine decks. Not for reading, but for creating action.




Decks and further reading

Senior executives are skeptical of the value of social software.

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Do the Enterprise 2.0! – MIT Report on Social Business: What are Companies Really Doing?

The folks over at MIT teamed up with Deloitte to produce quite an interesting report around Social Business which included responses from almost 3,500 people around the world.See it on, via Do the Enterprise 2.0!

See on

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It’s 2012 and you are STILL ignoring Social Customer Service?

(by b r e e)

Found at It’s 2012 and you are STILL ignoring Social Customer Service? #facepalm «.

I came across a chart in Information Week’s article, “How To Get From CRM To Social” that blew me away. As in “OMG, you have got to be kidding me” blown away.

Check this out:

Read all at It’s 2012 and you are STILL ignoring Social Customer Service? #facepalm «.

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