Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution.
Social Business and Workforce ManagementIncreased demand for connection and collaboration across platformsIBM HorizonWatch 2016 Trend Report – External Version
Carol Galvin: Distinguished Market Intelligence Professional, Social & Smarter Workforce, Market DevelopmentBill Chamberlin, Product Manger, Social Business & HorizonWatch, bluemineApril 10, 2016
Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution.
About This Trend Report
2 HorizonWatch Trend Report: Social Business and Workforce Management (External Version)
Purpose: The slides provide an overview on the Social Business and Workforce Management trend for IBM clients
Content: Summary information about the Social Business and Workforce Management trend is provided along with many links to additional resources.
How To Use This Report: This report is best read/studied and used as a learning document. You may want to view the slides in slideshow mode so you can easily follow the links
Available on Slideshare: This presentation (and other HorizonWatch Trend Reports for 2016) will be available publically on Slideshare at http://www.slideshare.net/horizonwatching
Please Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution.
Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution.
Defining social business
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MIT Sloan Management defines “social business” broadly to include activities that use social media, social software and technology-based social networks to enable connections between people, information and assets.These activities could be internally focused in the enterprise or externally focused toward customers, suppliers and partners.
Examples: • Social media: Facebook, LinkedIn, Twitter• Social software: Instant messaging, wikis, blogs, enterprise collaboration platforms• Technology-based social networks: Employee and community forums
Source: MIT Sloan Management Review Research Report 2014
Definition
HorizonWatch Trend Report: Social Business and Workforce Management (External Version)10Apr2016
Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution.
Social Business trends to watch in 20161. Continued demand for collaborative solutions. The need
for connection and collaboration across mobile devices, desktops and other devices continues to drive social business technology adoption, despite customer challenges regarding culture change.
2. Social analytics is a growth area. As the market matures, the rise of the data economy will lead the next opportunity for vendors, including the incorporation of analytics tools throughout internal and external business processes, specifically around productivity measurement.
3. Competitive landscape is crowded. The social ecosystem is crowded with startups offering point products for social collaboration disrupting long-entrenched enterprise vendors. These startups are benefitting from fewer market barriers to entry due to increased adoption of cloud computing in the SME and enterprise markets, especially with noncritical workloads.
4. Developers demand innovative platforms and tools. Broad availability of APIs and cloud computing reduces market barriers and enables companies to get to scale. The missing piece is differentiation based on innovation, creating an opportunity for platform specialists to attract and retain developers to their intellectual property (IP).
4Source: MD&I HorizonWatch , TBR
Key Insights
HorizonWatch Trend Report: Social Business and Workforce Management (External Version)10Apr2016
PC Mag: 5 Collaboration Trends to Expect in 2016
7Summits: Collaboration Trends and Strategy Approaches for 2016
“Social media certainly isn't a fail-proof solution to all of today's corporate communication and collaboration problems, but strategic CIOs and their teams can use social platforms to improve business processes, boost productivity and engage employees.” CIO.com: CIOs share best practices for social media and collaboration
Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution.
Social Business – Drivers, challenges and implications
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Drivers New collaboration technologies, apps, and platforms Increased demand for collaboration apps embedded across software
platforms and websites Global workforce and supply chain ecosystems Increased evidence that social helps to build better relationships
between customers, partners and employees
Inhibitors/Challenges Cultural issues continue to impede adoption Collaboration requires changes to business processes Managing risk and implementing security Tracking metrics related to ROI of collaboration apps Social analytics is still emerging as a data science
Implications Executives need to lead the cultural change 80% of success of social business efforts will come from proper
implementation strategy, planning, roles, and processes — only 20% will come from the technology platform
Centralized implementation needed with company-wide social tools, standards, policies and practices
New Career Paths and Education needed Once implemented, Social Business strategies can improve the
effectiveness of employees and unlock talent and skills that otherwise might have gone unnoticed
Key Insights
HorizonWatch Trend Report: Social Business and Workforce Management (External Version)10Apr2016
CIO.com: 16 employee engagement trends that will shake up IT in 2016
“While the benefits of enterprise collaboration are clear, achieving it is more complex than simply rolling out a set of technologies. It requires changes in business processes, corporate culture, and the structure of the technology management organization.” Forrester: The Enterprise Collaboration Playbook For 2016
“The ability to link customer experience, workforce, commerce, business networks, and innovation together in order to deliver a holistic view of digital and social transformation is at the epicenter of where businesses will find differentiation.” Vanessa Thompson, research vice president, Communities and Collaboration, IDC IDC FutureScape: Worldwide Social Business 2016 Predictions
Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution.
Collaboration solutions are being increasingly used in all areas of the business to improve productivity
Recruiting: Most firms now leverage social platforms in the recruiting process. Most businesses now use LinkedIn to vet job seekers, who in turn are increasing their usage of professional social platforms as a first point of contact with potential employers.
Talent Management: Growth in data enables deeper employee productivity analytics. Watch for increased interest in solutions that automate systems to manage personnel and their on the job productivity.
Team Collaboration: Team demand solutions that integrate mobile collaboration. Expect continued growth in team tools such as project management, virtual meetings and document sharing to accommodate the mobile workforce and increase engagement among business units.
Messaging: Rise of messaging solutions embedded with video functions. Text-based messaging platforms are being replaced with more personalized systems capable of supporting video to increase employee engagement.
6Source: MD&I HorizonWatch , TBR
Market Trends
HorizonWatch Trend Report: Social Business and Workforce Management (External Version)10Apr2016
HBR: Eight Ways to Build Collaborative Teams
“Collaboration success can directly impact the customer experience (CX), making collaboration technologies part of a business technology (BT) agenda that will differentiate your company in the age of the customer.” Forrester: The Enterprise Collaboration Playbook For 2016
SHRM: Using Social Media for Talent Acquisition - Recruiting and Screening
Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution.
CEO commitment to transformation will drive the business process change enabled by social business tech and mobile access Demand increases for meaningful interaction and
decision-making. The need for connection and collaboration across mobile devices, desktops and other devices continues to drive social business technology adoption.
Success is limited by internal process and overall cultural change. All organizations are resistant to change, particularly enterprise businesses that must grapple with legacy systems and take a department-by-department approach to next-generation technology adoption, creating interdepartmental shadow IT.
Analytics enhance social business processes. The data economy is transforming how businesses carry out internal processes, making employee productivity a measurable and manageable asset with automated systems.
Mobile and social combined creates an “always on” work culture. The growth of mobile devices in the workplace is further transforming internal processes as many employees work outside the office at least part time but still want to collaborate regardless of their location.
7Source: MD&I HorizonWatch , TBR
Market Trends
HorizonWatch Trend Report: Social Business and Workforce Management (External Version)10Apr2016
Forbes: The 12 Habits Of Highly Collaborative Organizations
“A properly executed enterprise collaboration strategy empowers employees and connects the customer experience ecosystem in new ways to create business value.” Forrester: The Enterprise Collaboration Playbook For 2016
“The key to harnessing the productivity benefits of a mobile-enabled workforce is to make sure that mobile devices can access the content they are best suited to consume and that the new functionality available in these devices is properly used in collaboration applications.” ComputerWeekly: Gartner: Benefits of mobile collaboration
Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution.
Not all companies have the same ability to create social business value
Maturity level of respondent organizations
Source: MIT Sloan Management Review and Deloitte, Moving Beyond Marketing, Generating Social Business Value Across the Enterprise, 2014
Maturing organizations
87% use it to spur innovation
83% to improve leadership performance and manage talent
60% integrate social into operations
Market Trends
8 HorizonWatch Trend Report: Social Business and Workforce Management (External Version)10Apr2016
Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution.
Challenge: Executive commitment and integration of multiple offerings Executive commitment to process change
management. Despite the inherent value of social functions in internal business operations, resistance to organizational change impedes adoption and requires management to unitedly embrace new tools that improve tracking of personnel.
Integration of multiple offerings and legacy systems. Businesses adopting multiple platforms must ensure technology interoperability and have a centralized platform to unlock the full potential of social business solutions equipped with analytic functions.
Security challenges and regulatory compliance issues. Mobile collaboration app usage accelerates. Businesses face security challenges as employees access corporate data from various devices on external networks.
Breaking through file type and size barriers. Increased adoption of cloud-based platforms for project collaboration elevates the difficulties enterprises face in managing and accessing numerous file types, as well as uploading large project files on collaborative systems such as Box and Dropbox.
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“Change management for social business requires passion matched with sustained effort to work through the many details, both technical and organizational.” Dion Hinchcliffe, ZDNet Contributor
Source: MD&I HorizonWatch , TBR
Adoption Challenges
HorizonWatch Trend Report: Social Business and Workforce Management (External Version)10Apr2016
IBM: The Top 5 Collaboration Challenges
“Many of today's collaboration technology initiatives fall well short of their transformational potential.” Forrester: The Enterprise Collaboration Playbook For 2016
Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution.10
Since social business spans functions and silos, CEO ownership and leadership are critical to transformation
CEO business imperatives:• Grow top-line revenue and profit• Increase shareholder value• Engage and retain customers and partners• Manage business process and cultural change• Ensure compliance and security• Recruit, retain and motivate top talent• Productivity gains• Sustain competitive differentiation
Top Barriers to Social Business Adoption
Adoption Barriers:• Competing priorities (lack of a unified vision)
was the top pain point• Strong services teams crucial to mitigating
concerns around product road mapping• Respondents feel lack of C-Suite commitment to
a social business strategy hinders the transformation
Prepared by: TBR
Source: MIT Sloan Management Review Deloitte University Press DUPress.com
0% 20% 40% 60% 80% 100%
Customer Service
Acct/Fin/Billing
Sales
Industry Specific Ops
Engineering/R&D
Legal
Human Resources
Marketing
Security/Risk
Supply Chain
% of respondents in pilot or production
Social Business Adoption by Function
Customer Priorities
HorizonWatch Trend Report: Social Business and Workforce Management (External Version)10Apr2016
Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution.
Selected analyst public websites and resources
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Altimeter Group: Social Business
Forrester: Social Business and blog posts on Social Business and Collaboration
Gartner: Collaboration and blog posts on Social and Collaboration
IDC: Social Business and Communities and Collaboration and blog posts on Social Business
Jason Andersson discusses Social Business
“Organizations usually begin their social efforts by listening and then engaging with customers on social channels like Facebook, Twitter, and LinkedIn. While these efforts often help engage customers, they don't necessarily tie back to business goals.” Altimeter
Featured Links
“The rapid advancements of enabling technologies such as mobile and cloud are changing how people communicate, make decisions and work. These technologies help us make business decisions from anywhere we are connected creating opportunities for real-time, continuous collaboration and enable tasks to be done in a more social manner.” IDC
HorizonWatch Trend Report: Social Business and Workforce Management (External Version)10Apr2016
Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution.
Selected links to additional articles and resources
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CIO.com: 16 employee engagement trends that will shake up IT in 2016 CIO.com: 9 Ways to Improve Employee and Customer Communication Citrix: 7 Enterprise Mobility Statistics You Should Know ComputerWeekly: Gartner: Benefits of mobile collaboration Entrepreneur:
3 Ways to Be Constantly Recruiting Star Talent Through Social Media Forbes: The 12 Habits Of Highly Collaborative Organizations Forbes: Should Big Data Be Used To Measure Employee Productivity? Forbes: The talent management software market surges ahead HBR: Eight Ways to Build Collaborative Teams IBM: The Top 5 Collaboration Challenges MIT Sloan Management Review/ Deloitte University Press: DUpress.com PGI News: 15 Stats on Telecommuting & the Cloud Rockwell Automation: The Connected Enterprise SHRM: Using Social Media for Talent Acquisition - Recruiting and Screening SocialMediaToday:
New Report Highlights Retail Marketing Opportunities on Instagram VentureBeat:,
Slack now has 1.1M daily active users, 300K paid seats, $25M in annual recurring revenue
Youtern: 12 Things Job Seekers Must Know About LinkedIn Recruiter
HorizonWatch Trend Report: Social Business and Workforce Management (External Version)10Apr2016
Deloitte University Press: Global Human Capital Trends 2015: Leading in the new world of work
Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution.
Social Business – IBM Resources and Links
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IBM: Social Business Solutions Customer Stories Learn
Software: Social Collaboration and Connections Social Business Case Studies IBM Cloud-based Connections and Verse DeveloperWorks: Social Business Tookit
Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution.
IBM social media channels
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Twitter: IBMSocialBiz Facebook Page: Social Business Blog: Social Business Spotlight YouTube: IBM Social Business Channel Google+ page: Social Business Europe LinkedIn Group:
IBM Social Business Community IBM Social Business Aggregator
IBM YouTube Social Business Channel
Twitter: IBMSocialBiz
HorizonWatch Trend Report: Social Business and Workforce Management (External Version)10Apr2016
Note: This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution.
More Insights on Technology Trends are Available
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Other slide decks in this IBM HorizonWatch 2016 Trend Report series have been posted to Slideshare
You are also invited to check out the following IBM websites and resources– IBM Academy of Technology– IBM Center for Applied Insights– IBM Institute for Business Value– IBM Research and Research News and 5 in 5– IBM’s THINK blog
HorizonWatch Trend Report: Social Business and Workforce Management (External Version)10Apr2016
