Chapter 8 The Social Enterprise: From Recruiting to Problem Solving and Collaboration

Learning Objectives 1.Define social enterprise and describe its types and benefits. 2.Describe business-oriented public social networks. 3.Explain what enterprise social networks are and what their value is. 4.Discuss the online employment market, including its participants, benefits and limitations. 5.Describe managerial problem solving, knowledge management, and dissemination in social commerce. 6.Describe and discuss online advisory systems. 7.Define crowdsourcing and describe its use in social commerce 8.Explain how social media enhance collaboration.

Opening Case: CEMEX – A Social Business The Problem – Drastic reduction in business – 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

Opening Case: CEMEX – A Social Business The Solution – Global Institutional knowledge extraction was suggested. – An internal social network was created for this purpose. – Employees use the network to share knowledge, communicate and collaborate. – Sub groups of similar interest were formed.

Opening Case: CEMEX – A Social Business The Results – More cooperative and collaborative employees. – Shared knowledge empowered employees. – Both internal and external collaboration increased significantly. – 500 groups of 25,000 employees generated innovative solutions – Profits increased dramatically.

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

Social Business and Social Enterprise Definitions: Social Business and Social Enterprise – Social Business* – Major objective: Achieve social goals Type 1: Social objective is more important than profit Type 2: Use social media to advance business objectives including profitability – Empowered employees are ‘social employees’

Social Business and Social Enterprise – Social enterprise* Enterprise applications are both internally and externally (e.g., using LinkedIn) Social networks can be directed to employees only, to customers only (Starbucks), or to all

Social Business and Social Enterprise – IBM’s Activities A major project at IBM Improving collaboration Transformation to a social business Videos: 1.“How Do You Become a Social Business?” at youtube.com/watch?v=3Hov017SvAo youtube.com/watch?v=3Hov017SvAo 2.“Social An Interview with Luis Suarez, Social Computing Evangelist at youtube.com/watch?v=enudW2gHek0&feature=rel ated youtube.com/watch?v=enudW2gHek0&feature=rel ated

Social Business and Social Enterprise Business Networks – Types of Business Social Networks Type 1: Public network (LinkedIn Type 2: Enterprise private network (CEMEX) Type 3: Enterprise owned, open to all (Starbucks) – Obstacles and Limitations

Social Business and Social Enterprise The Benefits and Limitations of Enterprise Social Networking – Improve collaboration – Facilitate knowledge management and sharing – Better customer/partner relationships – Facilitate recruiting – Increase sales and revenue – Improve innovation and decision making How Web 2.0 Tools Are Used by Enterprises

Business-Oriented Public Social Networking Google+, Ryze, Yammer, LinkedIn, Wealink Video: – youtube.com/watch?v=3IRJeFF8gkU youtube.com/watch?v=3IRJeFF8gkU LinkedIn video tutorials: – lynda.com/subscribe-today lynda.com/subscribe-today Detailed video – youtube.com/watch?v=mhSdTmakNNKyoutube.com/watch?v=mhSdTmakNNK

Business-Oriented Public Social Networking Networks for Entrepreneurs – BIZNIK – Members share ideas; collaboration beats competition – Efactor – Global comprehensive network (222 countries), connection to investors – Startup Nation – Members help in starting ups; sharing – Network of Entrepreneurial Women – Comprehensive site

Enterprise Social Networks Taxonomy of Social Enterprise Applications – Networking and community building – Crowdsourcing – Social collaboration – Social publishing – Social views and feedback

Enterprise Social Networks How Enterprise Social Networking Helps Employees and Organizations – Quick access to knowledge, know-how, and “know-who.” – Expansion of social connections and broadening of affiliations – Self-branding – Referrals, testimonials, and benchmarking – Benefits to Organizations

Enterprise Social Networks Support Services for Enterprise Social Networks – Socialcast – Socialtext – Yammer - A Collaboration Platform How Companies Interface with Social Networking

Figure 8.1 The Major Interfaces with Social Networking

Online Job Markets and Training in Social Networks Social Recruiting – Recruiting and Job Searching Using Social Networks – The major activity of LinkedIn - very comprehensive – Many services on Facebook (to employers, to jobseekers) – Mobile services (e.g., via Twitter)

Online Job Markets and Training in Social Networks Virtual Job Fairs and Recruiting Events – on24.com on24.com – expos2.com expos2.com – Training Employees Training for Social Media Use

Managerial Problem Solving, Innovation, and Knowledge Management Idea Generation and Problem Solving – IBM’s Innovation Projects and Communities – Problem-Solving Activities Knowledge Management and Social Networks – Knowledge management (KM)* – Knowledge Creation – Knowledge Sharing – Learning Communities

Managerial Problem Solving, Innovation, and Knowledge Management Online Advice and Consulting – Social networks – Medical advice – Gurus – Questions and Answers on Social Networks

Crowdsourcing: Collective Intelligence for Problem Solving and Content Creation Crowdsourcing as a Distributed Problem Solving Enabler – Crowdsourcing* – Crowdsourcing Categories Collective intelligence (or wisdom) Crowd creation Crowd voting Crowd support and funding

Crowdsourcing: Collective Intelligence for Problem Solving and Content Creation The Process of Crowdsourcing 1.Identify the task you want to investigate 2.Select the target crowd 3.Broadcast the task to the crowd 4.Engage the crowd in accomplishing the task 5.Collect the user-generated content 6.Evaluate the quality of submitted material—by the management that initiated the request, by experts, or by the crowd 7.Accept or reject a solution 8.Compensate the crowd

Crowdsourcing: Collective Intelligence for Problem Solving and Content Creation Successfully Deployed Crowdsourcing Systems: Some Representative Examples – Dell’s IdeaStorm – Amazon Mechanical Turk – Facebook – Goldcorp – Frito-Lay – Wikipedia

Crowdsourcing: Collective Intelligence for Problem Solving and Content Creation Tools for Crowdsourcing – Crowdfunding and Kickstarter – Hypios: A Marketplace for Crowdsourcing – Video: “Crowdfunding. Facts, Myths and Best Practices” at youtube.com/watch?v=fiauSrIMA5w youtube.com/watch?v=fiauSrIMA5w

Social Collaboration (Collaboration 2.0) Supporting Social Collaboration – Social collaboration* – Using Blogs and Wikis Inside the Enterprise – Using Twitter to Support Collaboration – The Role of Mobile Commerce in Social Collaboration – Suites of Social Collaboration Tools

Figure 8.2 The Dimensions of Social Collaboration