1. Social Enterprise and Other Social Commerce Topics
Chapter 8
Social Enterprise and
Other Social Commerce Topics

2. Learning Objectives
Understand the concept of the social enterprise and its variants.
Describe business-oriented public social networks, their characteristics and benefits.
Describe the major social commerce activities that can be conducted within and by enterprises and the characteristics of such private social networks.
Discuss the online employment market, including its participants and benefits.

3. Learning Objectives
Review the social commerce activities and their relationship with e-entertainment and gaming.
Describe social gaming and gamification.
Define crowdsourcing and crowdfunding and describe their use in social commerce.
Describe social collaboration and its benefits. Also comment on the future of social commerce.

4. HOW A PRIVATE ENTERPRISE NETWORK TRANSFORMED CEMEX INTO A SOCIAL BUSINESS
CEMEX (cemex.com) is a Mexico-based global building materials company known primarily for its cement and ready-mix concrete
They do business in over 58 countries and maintain trade relationships in approximately 108 nations

5. HOW A PRIVATE ENTERPRISE NETWORK TRANSFORMED CEMEX INTO A SOCIAL BUSINESS
The Problem
The global economic slowdown of 2008–2012, and especially the drastic reduction in construction activities, drove CEMEX to try a host of traditional activities for cost reduction and increased productivity
Given the company’s global nature, top management realized that they needed to improve the company’s internal and external collaboration to foster innovation

6. HOW A PRIVATE ENTERPRISE NETWORK TRANSFORMED CEMEX INTO A SOCIAL BUSINESS
The Solution
CEMEX decided to follow the new trend of implemented Enterprise 2.0 platforms that include social media tools as well as mechanisms of social network services
CEMEX created an internal private social collaboration platform that facilitates innovation, efficiency, and collaboration by letting employees share information and jointly conduct problem solving
Shift integrates some of the best capabilities of social networks with knowledge management (KM) and collaboration techniques

7. HOW A PRIVATE ENTERPRISE NETWORK TRANSFORMED CEMEX INTO A SOCIAL BUSINESS
The Results
The workforce became more cooperative; employees helped each other, shared more information and knowledge, were more empowered, and were able to be more mobile
This led to better internal collaboration using in-house networking
Projects started to move more quickly, with faster time to market; therefore, business processes improved
The company successfully leveraged the collective talents and skills of its employees

8. LESSONS LEARNED FROM THE CASE
The case illustrates a successful private in-house social network whose major objectives were to foster collaboration among its thousands of employees worldwide and facilitate idea generation via internal crowdsourcing
Using Web 2.0 tools, collaboration became effective and efficient
A major result was idea generation and the evaluation and implementation of these ideas that facilitated innovation in the company

9. SOCIAL BUSINESS AND SOCIAL ENTERPRISE
Definitions: Social Business and Social Enterprise
Social Business*
Social Employees
The Social Enterprise (Enterprise 2.0)*
More Complex Definitions
The Social Business Forum’s Definition

10. SOCIAL BUSINESS AND SOCIAL ENTERPRISE
Business Networks
Business social networks*
Types of Business Social Networks
(a) Public networks, such as LinkedIn, which are owned and operated by independent companies, and are open to anyone for business networking
(b) enterprise private networks, which operate inside companies
(c) company-owned and hosted networks that are controlled by a company but open to the public, usually for brand-related networking

11. SOCIAL BUSINESS AND SOCIAL ENTERPRISE
The Benefits and Limitations of Enterprise Social Networking
Benefits of Enterprise Social Networking
Improve collaboration inside the enterprise and with business partners
Facilitate knowledge distribution (increase access to specialized knowledge)
Build better customer and employee relationships
Facilitate recruiting and employee retention
Obstacles and Limitations
Security of information
Information pollution

12. SOCIAL BUSINESS AND SOCIAL ENTERPRISE
How Web 2.0 Tools Are Used by Enterprises
Typical uses are:
Increasing speed of access to knowledge
Reducing communication costs
Increasing speed of access to internal exports
Decreasing travel costs
Increasing employee satisfaction
Reducing operational costs
Reducing time to market for products/services
Increasing the number of successful innovations for new products or services

13. BUSINESS-ORIENTED PUBLIC SOCIAL NETWORKING
Examples of public social networks:
Google+
LinkedIn
Entrepreneur Networks
Biznik
Efactor
Startup Nation
Inspiration Station

14. ENTERPRISE SOCIAL NETWORKS
Taxonomy of Social Enterprise Applications
Networking and community building
Crowdsourcing
Social collaboration
Social publishing
Social views and feedback
Characteristics of Enterprise Social Networks
An Example of a Private Enterprise Network
Example: IBM’S Business and Professional Community

15. ENTERPRISE SOCIAL NETWORKS
How Enterprise Social Networking Helps Employees and Organizations
Quick access to knowledge, knowhow, and “know-who”
Expansion of social connections and broadening of affiliations
Self-branding
Referrals, testimonials, and bench-marking
Benefits to Organizations

16. ENTERPRISE SOCIAL NETWORKS
Support Services for Enterprise Social Networks
Example 1: Socialcast
Example 2: Socialtext
Example 3:Yammer - A Collaboration Platform

17. ENTERPRISE SOCIAL NETWORKS
How Companies Interface with Social Networking
Use existing public social networks, such as Facebook, to create pages and microcommunities; advertise products or services; and post requests for advice, job openings, and so forth
Create an in-house private social network and then use it for communication and collaboration among employees and retirees or with outsiders
Employees can create virtual rooms in their company’s social networks where they can deploy applications to share information or to collaborate

18. SOCIAL NETWORKS-BASED JOB MARKETS
Social Recruiting
Recruiting and Job Searching Using Social Networks
Virtual Job Fairs and Recruiting Events
Training Employees

19. SOCIAL ENTERTAINMENT Entertainment and Social Networks Mixi Last.fm
Pandora
Web Series and Streaming Movies
Hulu
Funny-or-Die and Cracked.com

20. Figure 8.1 The Major Interfaces with Social Networking
Presence in Public Social Networks (Facebook, Twitter, Instagram)
Create In-House Private Network
Presence in Professional/ Business-Oriented (LinkedIn)
Using Web 2.0 Software Tools Inside the Organization and with Partners
Be a Vendor; Provide Software, Security, Consulting
Create/Participate in a Social Marketplace

21. SOCIAL ENTERTAINMENT Multimedia Presentation and Sharing Sites
Photography and art sharing
Video sharing
Livecasting
Mobile social networks
Music and audio sharing
Presentation sharing
Media and entertainment platforms
Virtual worlds
Game sharing

22. SOCIAL GAMES AND GAMIFICATION
Games on Social Networks
Social network game*
The Business Aspects of Social Games
Educational Social Games
Example 1: Pollution Reduction Game
Example 2: Economic and Finance Game − Empire Avenue
Gamers Helped Scientists

23. SOCIAL GAMES AND GAMIFICATION
Gamification can be viewed as the introduction of social networking activities into online games
Companies can use gamification to create winning social customer experiences such as increasing loyalty, building trust, accelerating innovation, providing brand engagement, and increasing relevant knowledge

24. CROWDSOURCING AND CROWDFUNDING
Crowdsourcing as a Distributed Problem Solving Enabler
Crowdsourcing Models (Howe 2008)
Collective intelligence (or wisdom)
Crowd creation
Crowd voting
Crowd support and funding
Crowdsourcing Models (Chaordix Corp. )
Secretive
Collaborative
Panel selects

25. CROWDSOURCING AND CROWDFUNDING
The Process of Crowdsourcing
Identify the task (problem) you want to investigate or accomplish
Select the target crowd
Broadcast the task to the crowd
Engage the crowd in accomplishing the task
Collect the user-generated content
Evaluate the quality of submitted material – by the management that initiated the request, by experts, or by the crowd
Accept or reject a solution
Compensate the crowd

26. CROWDSOURCING AND CROWDFUNDING
Successfully Deployed Crowdsourcing Systems: Some Representative Examples
Dell’s IdeaStorm
Procter & Gamble
Amazon Mechanical Turk
Facebook
Goldcorp
Frito-Lay
Wikipedia

27. CROWDSOURCING AND CROWDFUNDING
Tools for Crowdsourcing and Crowdfunding
Crowdfunding and Kickstarter
Examples of Crowdfunding
Filmmaker Zach Braff used Kickstarter to raise money for his 2013 film
Zach Danger Brown collected over $52,000 on Kickstarter in July 2014 for his ‘potato salad’ idea
The digital music phenomenon, Kawehi, is raising money via Kickstarter to promote her music projects in Hawaii
Next Thing Co. raised $700,000 from 15,000 people, using Kickstarter in May 2015

28. Essentials of Social Collaboration
SOCIAL COLLABORATION (COLLABORATION 2.0) AND THE FUTURE OF SOCIAL COMMERCE
Essentials of Social Collaboration
Social collaboration*
Social Collaboration (Collaboration 2.0)
Collaboration drives business value up by enabling people to work together more efficiently

29. Figure 8.2 The Various Dimensions of Social Collaboration

30. SOCIAL COLLABORATION (COLLABORATION 2
SOCIAL COLLABORATION (COLLABORATION 2.0) AND THE FUTURE OF SOCIAL COMMERCE
Using Blogs and Wikis Inside the Enterprise
Project collaboration and communication
Process and procedure documentation
FAQs
E-learning and e-training
Forums for new ideas
Corporate-specific dynamic glossary and terminology
Collaboration with customers

31. SOCIAL COLLABORATION (COLLABORATION 2
SOCIAL COLLABORATION (COLLABORATION 2.0) AND THE FUTURE OF SOCIAL COMMERCE
Using Twitter to Support Collaboration
The Role of Mobile Commerce in Social Collaboration
Questions and Answers in Social Networks
Suites of Tools for Social Collaboration
Example 1: IBM Connections
Example 2: Cisco WebEx Meeting Center (Formerly Cisco Quad)

32. The Future of Social Commerce
SOCIAL COLLABORATION (COLLABORATION 2.0) AND THE FUTURE OF SOCIAL COMMERCE
The Future of Social Commerce
Conclusion: IBM’s Watson and Social Commerce
Personal investment advisor
Language translator
Customer service
Q&A service
Matchmaking

33. MANAGERIAL ISSUES
What are some of the ethical issues that may be involved in deploying social commerce?
How should we deal with social commerce risks?
Should we move to be a social enterprise?
What about a private, in-house social network?
Shall we try gamification?

34. SUMMARY The social enterprise Business-oriented public social networks
Major enterprise social commerce activities
The online job market and its benefits
Social commerce, entertainment, and gaming

35. SUMMARY Social gaming and gamification Crowdsourcing and crowdfunding
Social collaboration and the future of social commerce
The future of social commerce

36. LINKEDIN: THE PREMIER PUBLIC BUSINESS-ORIENTED SOCIAL NETWORK
LinkedIn is a global business-oriented social networking site (has offered in 23 languages), used mainly for professional networking
By January 2016, it had about 414 million registered users spanning 200 countries and territories
By the end of 2016 there were 2.2 million different groups, each with a special interest
LinkedIn is based on the concept of “degrees of connections”

37. LINKEDIN: THE PREMIER PUBLIC BUSINESS-ORIENTED SOCIAL NETWORK
The “gated-access approach,” where contact with any professional requires either a preexisting relationship or the intervention of a mutual contact, is intended to build trust among the site’s users
LinkedIn is especially useful in helping job seekers and employers find one another

38. LINKEDIN: THE PREMIER PUBLIC BUSINESS-ORIENTED SOCIAL NETWORK
Smart Ways to Use Linkedin
There are many opportunities in the network for marketing, advertising, sales, and more
In 2011, LinkedIn launched LinkedIn “Ads.” Ads, which is their version of Google’s AdWords, is a self-service, text-based advertising product that allows advertisers to reach a targeted professional audience of their choosing
LinkedIn can also be used for several marketing strategies such as creating special groups to promote interest in events, purchasing paid media space, and seeing what your competitors are doing

39. LINKEDIN: THE PREMIER PUBLIC BUSINESS-ORIENTED SOCIAL NETWORK
Mobile Applications
A mobile version of LinkedIn offers access to most features in the site by using mobile devices in many languages
Some Resources for Linkedin
blog.linkedin.com
mylinkedinpowerforum.com
linkedin.com/search