1. <Insert Picture Here>
Socialising the Enterprise – it’s also about the process
Social Business Summit
8th May 2011
Andrew Gilboy
Vice President E2.0 EMEA

2. Introduction
Andrew Gilboy
VP E2.0 EMEA
Oracle

3. Introduction
Andrew Gilboy
VP Social Business
EMEA Oracle

5. Agenda
• Social and Business?
• Music Industry and my son Tom
• “Social Business Processes”
• Threat or Opportunity?
• Oracle Strategy

6. • Social and Business?

7. Social
or
Business?
…everyone is now online and there is a huge powershift
Monowara Talukder

8. • My son Tom and the Music Industry

9. 1996: Tom wanted to learn a musical
instrument

10. 2001: Tom got bored with the violin…
• 2001 – bought
him his first
electric guitar
• Aged 11
performing in
front of 400 
• iPod first
released
• Napster shut
down

11. 2003: Attended all the music events
nearby
• Tom aged 12
• Global CD
Sales peaked
at $40bln
• Music Festivals
are booming
• iTunes
launched

12. 2006: launched a band
• 2006: aged 15, launched
a band on MySpace
• Called “Paradox” –
(already >1,000 other
bands by the same name!)
• Paid €380 to hire a studio
and print 300 CD’s and
sold them at €4 each
• TV ‘Chart’ shows ended
• 2007: iPhone Launched
• iTunes announced its
6 billionth download

13. 2008: leaves the band, goes solo
• 2008: Spotify
Launches
• Global CD Sales
drop 30%
• MySpace declines
as Facebook
dominates
• High Street Music
chains disappear

14. 2009
• Tom goes to
University
• 2009: Amazing
Radio Launches
• Tom uploads his
first peer-to-peer
song “Shoot
them later”

15. 2010: Crowd-funding for new bands
• Barriers to producing
and distribution
music fall rapidly

16. 2010: Crowd-sourcing for individual
songs
• 2010
• Individual Music
tracks now
being
crowdsourced
• “Mash-up”
came from
music
• Tom sells his
first songs
online

17. 2010 Personalisation engines feed the “Long
Tail”
• 2010
• Music sales
charts no longer
published

18. 2011: Social Media for sharing music
choice with friends becomes widespread
• MySpace changes
to a Music Site
• Apple annouces
the iCloud music
and storage service

19. Today: Music is everywhere
..but the industry says it is in crisis

20. Since my Tom picked up a guitar ten
years ago:
• The barriers to creation of music disappeared
• The barriers to distribution of music disappeared
• The process of producing music changed
• The process of buying music radically changed
• The process of choosing music radically
changed
• The process of listening to music changed
• The process of sharing music radically changed
• The process of storing music has radically
changed
• ……….

21. New Social Business Processes in the
Music Industry

22. “Social Business Processes”*
*”why process barfs on social” – Sameer Patel Nov 2009

23. It used to be just ‘left brainers’ using technology
Left-brained Right-brained
Thinking Feeling
Objects Everyone People
Analysis Connections
Linear Else Spatial
Logical Artistic
Past Future
Programmers
Factual Conceptual
Reproduced from John Newton - Alfresco
Image:
WIRED Magazine Issue 13.02 – Feb 2005

24. Right-brained people have ‘socialised’
technology
Reproduced from John Newton -
Alfresco

25. And new ‘Social Business Processes’ have emerged
• Idea Engines
• Prediction Markets
• Crowdsourcing
• Crowdfunding
• Social CRM
• HR On Boarding
• Prosumer feedback
• Global Peer Production
• Personalisation engines
• Peer-to-Peer networks
• Expertise Location
• External Enterprise Contest
• Broadcast Search
• Reviews and Ratings
• Collaborative Product Design
• Collaborative Service
• Response Mobilisation
• Enterprise Mashups
• Online Community driven self service

26. These ‘Social Business Processes’ impact existing Processes
• Idea Engines • Product Development
• Prediction Markets • Customer Approval
• Crowdsourcing
• Accounts payable
• Crowdfunding
• Shipping request
• Social CRM
• Forecast
• HR On Boarding
• Prosumer feedback • Order Fulfillment
Order Processing
• Global Peer Production
• Quality Assurance
• Personalisation engines
• Fleet Management
• Peer-to-Peer networks
• Expertise Location • Customer Training
• External Enterprise Contest • Billing Budget
• Broadcast Search • Employee Development
• Reviews and Ratings • Disaster Recovery
• Collaborative Product Design • Research and Development
• Collaborative Service • Order Entry
• Response Mobilisation • Returns Management
• Enterprise Mashups • Support Escalation
• Online Community driven self service

27. New Social Business Models Emerge
Basing on 70 case studies, a survey of
65 CIO and a community discussion with
experts, three E2.0 models are emerging
in the companies:
1. Open Enterprise (OE)
1. Open • tending to a great extension
and opening of the virtual
Enterprise workspace boundaries in
3. Social terms of access methods and
Enterprise external players
2. Adaptive Enterprise (AE)
• focused on the flexibility and
reconfigurability in corporate
2. Adaptive
process
Enterprise 3. Social Enterprise (SE)
• aiming to create new
collaboration, knowledge-
sharing and relation
management models
Mariano Corso, Andrea Pesoli, School of Management, Polytechnic of Milano.
Antonella Martini*, Faculty of Engineering, University of Pisa

28. Social Business Process Impact
1. With everyone online, every employee can talk to
customers, prospects and partners.
2. Every Customer, prospect and Partner can make
their voice heard to any employee
3. Customers, prospects and Partners don’t care what
department you’re in - “Involuntary Transparency”
4. New systems will be needed to centralise data and
standardise online engagement so customers and
partners have an ‘holistic experience.’
Adapted from: Jeremiah Owyang - Altimeter Group - Four Laws of Social Business

29. • Social Business Processes:
• Opportunities and Threats

30. Opportunities and Threats
“The imperative for business leaders is clear:
falling behind in creating internal and external
.
networks could be a critical mistake”.

31. Threat: Peer-production: Cars

32. Opportunity – Crowdsourced car

33. Threat: peer-2-peer Finance

34. Opportunity: Finance; New Rapid Customer
Acquisition through Adaptive Processes

35. Opportunity: Customer Intimacy: Open and
Adaptive Enterprise B2B Portal at Alcatel-Lucent
Multi-lingual /
multi-region
Integrated
Search
Cover greater number
of customers
Consolidate disparate
systems
Extend the Enterprise
Faster delivery of new
products and services
Role based Improve Service
access single
sign on
Integrates ERP, CRM,
ECM, and 2.0
2.0 Community
Personalised tools eg Implemented by
content driven forums, blogs,
by integrated idea engine
CMS

36. Threat: “Involuntary Transparency”

37. Opportunity: Voluntary Transparency through
Citizen Online Engagement: “Open and Social”

38. Social Business Processes grouped
Leveraging
• Production /distribution /
the Crowd innovation / marketing
€
• Removing the middleman
Customer • Opening up the enterprise
Intimacy • Social CRM
Transparency • Opening up the enterprise
• Customer driven self service

39. The Oracle Strategy

40. Threats or Opportunities?
1. With everyone online, every employee can talk to
customers, prospects and partners.
2. Every Customer, prospect and Partner can make
their voice heard to any employee
3. Customers, prospects and Partners don’t care what
department you’re in - “Involuntary Transparency”
4. New systems will be needed to centralise data and
standardise online engagement so customers and
partners have an ‘holistic experience.’
Adapted from: Jeremiah Owyang - Altimeter Group - Four Laws of Social Business

41. Oracle’s Enterprise 2.0 Solution:
User Experience Platform
Oracle WebCenter Suite
Oracle WebCenter
Oracle Fusion
Applications
Oracle Content Management Suite

42. Oracle WebCenter Suite: User eXperience Platform (UXP)
The Modern User Experience Platform for the Enterprise and the Web
Oracle Fusion Middleware
Oracle WebCenter Suite
Modern User Experience Platform
Sites Composite
Social Content
42

43. We eat our own dogfood

44. Closing Thoughts

45. “Social Business
Processes” are
transforming
industries
There are huge
opportunities, but
there are also serious
threats
Properly integrating
into existing systems
requires careful
planning

46. Acknowledgments and References
• Jeremiah Owyang - Altimeter Group - Four Laws of Social Business
• Open Knowledge
– Emanuele Quintarelli
– Andrea Pesoli
• Sovos Group
– Sameer Patel
• Dachis Group
– Dion Hinchcliffe
– E2.0 Adoption Council
• Lithium Technologies
• Rick Mans CapGemini
• Vikram Seti – Infomentum
• Mariano Corso, Andrea Pesoli, School of Management, Polytechnic of Milano.
• Antonella Martini, Faculty of Engineering, University of Pisa
• The Content Economy http://www.thecontenteconomy.com
– Oscar Berg
• Social Computing Journal
• Gartner
• Oracle E2.0 EMEA LinkedIN group
Books
• Macrowikinomics – Don Tapscott
• Crowdsourcing Handbook by Dan Bell
• Mesh: Why the Future of Business is Sharing [Hardcover]
• Lisa Gansky
• Trust Agents - by Chris Brogan and Julien Smith
• Wikinomics – Don Tapscott
• Enterprise 2.0: New Collaborative Tools for Your Organization's Toughest Challenges by Andrew Mcafee

47. Thank you for your time

48. Enjoy the rest of the Summit