Early social business pioneers are reporting positive benefits as they begin to confirm the opportunities promised by social technologies. In this issue we sum up the best social business case study and we analyze future opportunities around it. 'BBVA InnovationEdge' is the first corporate multiplatform magazine focused on innovation. Each edition featuresarticles, analysis and huge information about a particular theme. The mainpurpose of the magazine is to express the new trends and the upcomingtechnologies that may impact to the financial industry.

1. MARCH 2013
5
Social also
in this
Business
Social networks and business
issue Trending issues
Technology trends
outcomes: The search for value
The “social” trend
Social business is blooming
Business model view

2. contents
The Social Trend....................................................................................4
Social Business is Blooming...................................................17
Business Model View....................................................................24
Global Snapshots.............................................................................. 34
BBVA & Social Business............................................................. 42
Innovation Forecast....................................................................... 45
In Depth.......................................................................................................50
Sections.........................................................................................................52
Trending Issues..............................................................................52
Technology Trends..................................................................59
Social Business & Banking event................................... 63
BBVA Invest in innovation......................................................64
Credits............................................................................................................66
March 2013 | SOCIAL BUSINESS 03

3. The
social
Some say that we, humans, have always been social.
The rise of social technologies enables people to finally
fulfill their innate desire to become more connected to
one another. The possibility of managing the positive
trend
effects of social networks is upon us. The first wave
of social technologies has firmly been planted in
everyday experiences in both developed and developing
economies. The world is rapidly becoming social and
businesses need to be prepared.
04

4. The
social trend / figures
Improved communication and collaboration
through social technologies could raise productivity
of knowledge workers by 20 to 25 percent
Each week, Global
knowledge worker spend sector Top value levers:
28 hours
revenue:
70%
of companies
$6.6
Marketing
and sales
Social
technology
are using social trillion (value potential up value
technologies writing emails, searching per year. to 24%) and potential:
for information, and
collaborating customer $256-423
service billion
(value potential up annually.
to 26%).
90%
of companies using
social technologies
report some benefits
Source: McKinsey Global Institute | The Social Economy: Unlocking value and
productivity through social technologies, July 2012.
06 March 2013 | SOCIAL BUSINESS 07

5. The The
social trend / social media and banks social trend / social technologies
Banks rely on Facebook than any other social media platforms (or at Gartner Hype Cycle for Social Software 2012 covers broad categories
least it’s where people search for banks in social media), followed by of social technologies: communication, conversation, or collaborative
YouTube and Twitter. For the short term, it makes sense for banks to work software; and software that helps to search, filter, and analyze
focus on socially orientated customers via Facebook and YouTube than social content.
any other platform, while keeping an eye on upcoming platforms.
Social Analytics
INTEREST OVER TIME Social Software
Social Network Analysis
Social Commerce
Mobile Collaboration Client
The number 100 represents the peak search volume Gamification
Enterprise Internet Reputation Manegement Cloud Collaboration Services
Content Analytics Enterprise File Sharing
Social Media Metrics Activity Streams
Search terms Social Content
Social
Expertise Location and Management Content Cloud Synchronization
Social Learning Platform Social Media Distribution
Simultaneous Co-Editing Tools
Social TV
Security Applications Social Media Monitors
Expectations
Embedded in Social Media Social BPM
bank facebook x bank youtube x bank twitter x bank pinterest x Automatic Content Recognitiont
No -Email Initiatives Social Profiles External Community Platforms Mobile Social Networks
MDM and Social Data Mass Collaboration Idea Management
100 Customer-Centric
Web Strategies
Persona Management Internal Community Platforms
80 Social Media Engagement Tools
Personal Subscriptions Social Software Suites
60
40
Technology Peak of Trough of Slope of Enlightenment Plateau of
Trigger Inflated Disillusionment Productivity
20
Expectations
Time
January 2009 January 2010 January 2011 January 2012 Average
Less than 2 years 2-5 years 5-10 years Obsolete before plateau
Source: Google Trends | December 2012. Inspired by Financial Brand | Google Trends Reveal Source: Gartner | Hype Cycle for Social Software 2012, July 2012.
Banking Insights, Social Media Zeitgeist, October 2012.
08 March 2013 | SOCIAL BUSINESS 09

6. The
social trend / usage users
Key Players Smartphone Users
Smart Phone Users
Facebook
On your cell phone, do you regulary...
Twitter
Google+
Weibo
RenRen
Linkedin
Baboo
Instagram
Yelp
Tumblr
Flickr
Orkut Ranking the Key Players
MySpace From established players to red-hot phenoms,
Foursquare here is a look at how leading social media sites
Based on those who own a cell phone
Pintrest shake out in terms of userbase. and regulary use the internet on their phone.
SoundCloud Pakistan not shown due to sample size.
XING Source: PEW RESEARCH CENTER Q81e-h.
Friendster
Path Smartphones & young people
Source: http://blog.tweetsmarter.com
Get Glue
Smart Phone Users
On your cell phone, do you regulary...
Social Networking
Social Networking: Sharing Views on Music
and Movies Most Popular
Do you ever use social networking sites to
sharew your views about...?
Music and Community Sports Politics Religion
movies issues
Based on those who use social networking sites. Median % across 20 countries.
Pakistan not included in calculation of median due to sample size.
Based on those who own a cell phone. Source: PEW RESEARCH CENTER Q81e-h.
10 March 2013 | SOCIAL BUSINESS 11

7. The
social trend / users
Do you use social networking sites? Young people & social networking
Do you use social networking sites? Young much more likely to use social networking
Do you ever use social networking % that use social networking (based on total)
sites to share your views about...?
*Respondents who do not use the Source: PEW RESEARCH CENTER Q77&Q79.
internet. Based on total sample.
“Don´t know/Refused” not shown.
Source: PEW RESEARCH CENTER Q77&Q79.
12 March 2013 | SOCIAL BUSINESS 13

8. The
social trend / business models
benefits of social business includes:
9. Use social technologies
to improve intra- or inter- 10. Use social
6. Generate technology to
and foster organizational collaboration
and communication match talent
sales lead 7. Social
4. Derive to tasks
commerce
customer
2. Leverage insights
10 social to
forecast
and monitor 5. Use social 8. Provide
09 technologies for customer
marketing and care via social
08 communication/ technologies
3. Use social interaction
to distribute
07 1. Co-create business
products processes
06
05
04
03
02
01
Source: McKinsey Global Institute |The social economy: Unlocking value
and productivity through social technologies, July 2012.
14 March 2013 | SOCIAL BUSINESS 15

9. The
social trend / business models
By mashing up social media, work media, social listening, social work,
social intelligence, and other social technologies, companies will inno-
vate their business models by maximizing efficiency and/or by creating
value. The world is already social and businesses must also be social.
See video
Social
Business
is blooming
Early social business pioneers are reporting positive
benefits as they begin to confirm the opportunities
promised by social technologies. Together with other
key trends (mobile, cloud, and big data), social business
is beginning to offer some really interesting value
propositions.
16 March 2013 | SOCIAL BUSINESS 17

10. Social Business, Social Business,
the next social trending higher
100
80
Make room for social business! According Social business is currently a “top of mind”
to Forrester, social business software will 60 issue. It is forecasted that this trend will hit its
explode into a $6.4 billion business by 2016, historical high in the latter part of 2013. We
growing from $600 million in 2010. 40 should continue to expect social business
to be actively discussed for the short term
20
future, making further inroads in the c-suite.
0
Average
INTEREST OVER TIME INTEREST OVER TIME
The number 100 represents the peak search volume The number 100 represents the peak search volume
social media social business social listening social intelligence
100 110
80 88
60 66
40 44
20 22
0 0
January 2009 January 2010 January 2011 January 2012 2005 2007 2009 2011 2013
Sources: Forrester | Social Enterprise Apps Redefine Collaboration, Source:
November 2011. Google Trends | December 2012.
Google Trends | December 2012.
18 March 2013 | SOCIAL BUSINESS 19

11. Social Business, a c-suite view Social Business,
CEOs are getting very interested in social business,
almost 2x that of CIOs and CFOs
towards a definition
Other C-level According to industry pundits, successful social to-customer engagement, employee-to-employee
executive business initiatives need to be holistic, as they are collaboration, or supply chain optimization. Making
CEO /
focused on
President / social business work requires focus on a company’s
Managing director
social media much more than just technology issues. Getting
serious about social business requires a re-think culture, connections, content exchanges, and
about business outcomes and the social nature of measurement and analytics.”
Other C-level people, melding together technology, culture, and
28% CEO / CIO / 29%
executive
Treasurer / Technology or equivalent values. Here are two definitions of social business
IBM
Comptroller Director
from leading companies.
14% 15% 17% “We define social business as embedding social
DACHIS tools, media, and practices into the ongoing
activities of the organization. Social business
“Social business draws on trends in technology (e.g., enables individuals to connect and share
beginning to spread out powerful mobile devices, widespread availability information and insights more effectively with
of high-speed Internet access, low cost of data others, both inside and outside the organization.
to other industries storage), work (e.g., always-on culture, globalization), Social business tools facilitate engagement in
and society (e.g., propensity to share). Companies extensive discussions with employees, customers,
FIGURE 1 BY INDUSTRY should care about social business because they can business partners and other stakeholders and
improve business outcomes ... The core principles allow sharing of resources, skills and knowledge
THE IMPORTANCE OF SOCIAL SOFTWARE Entertainment, 37%
Media and Publishing touch on all areas of a business, whether for business- to drive business outcomes.”
The importance of social software is
IT and Technology 29%
expected to rise by 250% within 3 years.
Telecommunications / 23%
Communications
Education 23%
Professional Services 19%
63%
Consumer Goods 17%
40% Govemment /
Public Sector 14%
Other 14%
18%
Healthcare Services 14%
Today One year Three years
Financial Services 10%
from today from today
Manufacturing 9%
Sources:
Source: Dachis Group.
MIT Sloan Management Review & Deloitte | Social Business: What Are Energy and Utilities 7% IBM Institute for Business Value | Business of Social Business:
Companies Really Doing? 2012. What works and how it’s done, November 2012.
20 March 2013 | SOCIAL BUSINESS 21

12. Social Business, @work Create valued
An overall framework for applying social Business customer USES OF SOCIAL BUSINESS *
experiences TODAY NEXT TWO YEARS
ENABLE THE SOCIAL ORGANIZATION
■■ Measure results
■■ Addressrisk Promote events/marketing campaigns
■■ Manage the change Engage and listen. 71%
83%
Source: Build the community.
IBM Institute for Business Value | Business of Social Business: What works Generate sales leads and revenue
and how it’s done, November 2012. Shift toward sales 51%
and service. 74%
Provide product and services support
46%
69%
* Based on responses from
individuals having personal Sell products directly to customers
Accelerate USES OF SOCIAL BUSINESS * experience with customer- 35%
TODAY NEXT TWO YEARS related social business
innovation activities Global (n=599). 61%
Capture new ideas Enable more effective internal collaboration Drive workforce USES OF SOCIAL BUSINESS *
from anyone. 57% productivity and TODAY NEXT TWO YEARS
78% effectiveness
Use internal
Monitor customer comments for new ideas
communities 58%
to innovate. 78%
Increase knowledge Enable customer interaction
Enable structured Obtain feedback from customers 39%
transparency
innovation efforts. 46%
and velocity. 63%
73%
Enable customers to submit plans/solutions
Find and build expertise. Enable vendor/partner interaction
28%
40% Leverage capabilities
58%
68% beyond organizational
* Based on responses from Enable more effective collaboration between partners/suppliers boundaries. Leverage external talent (e.g., crowdsourcing)
individuals having personal 38% 24%
experience with social * Based on responses from individuals
innovation activities (n=446). 72% having personal experience with 54%
workforce-related social business
activities Global (n=362).
22 March 2013 | SOCIAL BUSINESS 23

13. Business
model view
Looking at social business
from a business model point
of view may help further
understand the benefits and
challenges associated with
this trend. In this section,
we conceptually explore the
opportunities and risks of
social business.
24 March 2013 | SOCIAL BUSINESS 25

14. Business
model canvas: Key Partnerships Key Activities Value Propositions Customer
Relationships
Customer Segments
the pros Facilitate cross boundary
Benefits & Opportunities of so- collaboration. Identify expertise.
cial software for business model Develop employee skills. Harness Marketing, branding &
distibuted knowledge. Increase Discover
reputation management.
innovation mainly center around
Key Activities. Additional benefits
employee engagement. Improve emerging
also impact other building blocks
opportunities. Customer service &
of the business model, such as leadership effectiveness. audience management.
Value Propositions and Customer Preserve institutional memory Innovation.
Relationships.
Engage and listen.
Enable structured
innovation efforts. Shift towards
sales & service.
Capture new ideas
from anyone.
Key Resources Channels
Employee engagement
with ext. parties.
Internal
Supplier & partner
innovation Build the
engagement.
communities. community.
Sources: MIT Sloan Management Review
& Deloitte | Social Business: What Are
Companies Really Doing? 2012.
IBM Institute for Business Value | Business
of Social Business: What works and how it’s
done, November 2012.
Alex Osterwalder and Yves Pigneur | Cost Structure Revenue Streams
Business Model Generation, 2010.
26 March 2013 | SOCIAL BUSINESS 27

15. Leading the way
to social business
Sales, marketing, customer service, IT, and product
developments (functional business areas) are the leading
users of social software in business organizations.
Adding it all up
Source: MIT Sloan Management Review & Deloitte | (some initial numbers)
Social Business: What Are Companies Really Doing? 2012.
According to Social Business by Design, there are four
A GREAT DEAL possible ways to think about ROI of Social Business:
SOMEWHAT
To what extent do each of the ■■ Revenue Creation
DON’T KNOW
following functional areas Improved global sales processes (10% sales revenue
drive the use of social software NOT VERY MUCH increase)
within your organization? NOT AT ALL Increased customer satisfaction (30% higher) & re-
tention (20% higher loyalty)
MARKETING
47 % 26 % 9% 8% 10 % ■■ Connected Culture
SALES More rapid new-hire ramp-up (35% increase in ac-
30 % 29 % 9% 14 % 18 % cess of expertise)
CUSTOMER SERVICE Quicker location of expertise (30% faster access to
29 % 28 % 10 % 15 % 18 % expertise)
INFORMATION TECHNOLOGY Improved connections between departments and
28 % 32 % 8% 16 % 16 % internal teams (35% increase in collaboration and
PRODUCT DEVELOPMENT 20% reduction in communication costs)
21 % 27 % 9% 18 % 24 %
■■ Increased Productivity
HUMAN RESOURCES
18 % 31 % 8% 20 % 24 %
Shorter customer support cycles (30% faster sup-
port processes)
GENERAL MANAGEMENT
Better investment decisions (20% increase in suc-
16 % 29 % 9% 24 % 23 %
cessful decisions)
OPERATIONS
13 % 25 % 9% 25 % 29 %
■■ Cost Reduction
SUPPLY CHAIN OPERATIONS MANAGEMENT
Self-service support cycles (20% decrease in com-
8% 18 % 12 % 24 % 39 %
munication costs and 15% decrease in operational
RISK MANAGEMENT costs)
7% 19 % 11 % 25 % 39 % Overcoming distance and time zone barriers to col-
FINANCE laboration (20% reduction in travel and communica- Source: Dion Hinchcliffe and Peter Kim |
6% 14 % 9% 27 % 44 % tion costs) Social Business by Design, 2012.
28 March 2013 | SOCIAL BUSINESS 29

16. Business
model canvas: Key Partnerships Key Activities Value Propositions Customer
Relationships
Customer Segments
the cons
The challenges and risks associ- Worker productivity.
ated with social business are re-
Data security Brand reputation.
and privacy.
lated to Value Propositions (brand
reputation), Key Resources (pro-
prietary information leaks), and Unintended disclosure
Key Activities (worker productiv- of company
ity, data security/privacy, and un-
information
intended disclosure of company
info). Since we are still relatively
early in the trend, it makes sense
that the negative version of the
story has not materialized yet.
Key Resources Channels
Proprietary
information
leaks
Sources: McKinsey Global Institute | The
Social Economy: Unlocking value and
productivity through social technologies,
July 2012. Cost Structure Revenue Streams
Alex Osterwalder and Yves Pigneur |
Business Model Generation, 2010.
30 March 2013 | SOCIAL BUSINESS 31

17. Barriers: external Deeper dive into social
External barriers impeding social software adoption:
business models
Composite Score *
For more detailed information related to social busi-
Concern over regulators´ ness and its impact on business and business models,
5,036 Risk or security concerns 2,077 stance towards social media please see the following reports:
Insufficient customer
4,035 demand or need 1,728 Absence of industry standards ■■ Deloitte
(MIT Sloan Management Review) | Social
Business: What are they really doing?, 2012.
2,410 Legal issues 1,474 Recessionary economy ■■ IBMInstitute for Business Value | The Business of
Social Business: What works and how it’s done, No-
964 vember 2012.
Lack of shareholder support
Barriers: internal ■■ McKinsey Global Institute | The Social Economy:
Unlocking value and productivity through social
Internal barriers impeding social software adoption: technologies, July 2012.
Composite Score *
Lack of management Lack of a knowledge
3,050 understanding 1,306 sharing culture
No strong business case
2,314 or proven value proposition 1,276 Lack of a robust strategy
Fear of challenging established
2,087 Too many competing priorities 1,226 norms and practices
1,885 Fear of lack of control 845 Lack of implementation skills
Security concerns Employee mistrust
1,600 (e.g., intellectual property leakage)
824 or resistance
Lack of senior Lack of policies or
1,532 management sponsorship 584 governance processes
Fear of employee abuse 386
1,349 (e.g., wasting time)
Lack of incentives
Source: MIT Sloan Management Review
& Deloitte | Social Business: What Are
Companies Really Doing? 2012.
32 March 2013 | SOCIAL BUSINESS 33

18. SOCIAL BUSINESS
The early adopters PRACTITIONERS
Alcatel-Lucent
“The Jive platform was rolled out April 6. Lowe with everyone that touches your brand. If you don’t
initially sent an e-mail about the service to just 125 do that, I don’t know what your business model is
people in the company, giving them each a log-in in five years.”
and inviting them to join. Membership spread from Source: ZDNet | Social Business Success: Burberry, February 2012.
there, and Alcatel-Lucent now (July 15th, 2010) has
nearly 20,000 registered Jive users. According to News Corporation
Global
Lowe, about 200 to 400 people join every day. On “[We saw] these trends coming together at a very
any given day, about 1,000 people use the system macro level around what workplaces were going
in one way or another.” to be like in 2020, where internal communication
Source: ZDNet | Enterprise 2.0 Success: Alcatel-Lucent, January 2012. was moving and the rapid rise of social network-
ing. Through putting those three themes together,
BASF there was a really big ‘aha!’ moment, in that social
“BASF has enumerated the benefits they believe technology is changing the world and it will begin
they have received from their internal social busi- to challenge the way business gets done. Around
ness initiative. These include faster and easier ac- the same time, we were also hearing requests from
snapshots
cess to experts, increases in the value of existing our employees – they were asking to connect with
knowledge, higher worker efficiency, better collabo- people in other parts of our businesses with similar
ration, reduction in e-mail overhead, and better align- jobs to theirs so they could learn from each other
ment with younger workers.” and innovate faster.”
Source: ZDNet | Enterprise 2.0 Success: BASF, February 2012.. Source: ZDNet | Enterprise 2.0 Success: News Corp., February 2012.
Burberry Extra: Social Business Index
“The experience would be that a customer would To see how other companies are faring with social
have total access to Burberry, across any device, business, check out the following index. “The Social
Social business is currently a hot topic. In this section, we’ll anywhere. And they would get exactly the same feel- Business Index analyzes the effectiveness of strate-
ing of the brand, feeling of the culture, regardless of gies and tactics organizations employ to engage the
take a quick look at some early adopters of social business, when, where, how they were accessing the brand. market through social channels. At launch, the Social
followed by fly-by of some of the hottest social technology Everyone now can come into Burberry World the Business Index analyzes signals from over one hun-
journey and mission that Burberry is on. And for any dred million social sources globally and analyzes the
companies in the work media and social media space. CEO that is skeptical at all: You have to create a social performance of the largest global companies and
enterprise today. You have to be totally connected thousands of those companies’ brands.”
Source: Dachis Group | Social Business Index., December 2012.
34 March 2013 | SOCIAL BUSINESS 35

19. Yum Brands
“While Yum! Brands itself isn’t necessarily a house-
hold name, its three top brands -- Taco Bell, KFC, and WORK MEDIA
Pizza Hut -- are instantly recognizable around the
world. The international fast food giant is truly global
with over 330,000 workers in 110 countries with a
combined annual revenue in excess of $11 billion. Yammer IBM
The following work “Yammer is an Enterprise Social Network that brings “Leading in today’s business world means knowing
Starting several years ago, the company realized it together employees, content, conversations, and how to work as a social business. It starts with
media platforms
had significant challenges in being highly geographi- business data in a single location. Built for the enter- integrating social technology into your most critical
cally distributed. Such dispersion created silos of
were analyzed prise and loved by users, Yammer empowers em- business processes. Social business technologies
knowledge and know-how, something that is poten- in five different ployees to be more productive by enabling them to can help you activate your workforce to improve
tially disastrous in the highly competitive industry parameters by collaborate in real-time across departments, geog- productivity and delight your customers to create
of food service.” GigaOm: short-term raphies, and business applications. Employees can advocates and increase revenue.”
Source: ZDNet | Enterprise 2.0 Success: Yum! Brands., February 2012. work relationships, create groups to collaborate on projects and share Source: IBM | Social Business, December 2012.
microtools, and edit documents. It is a new way of working that
Cemex fosters team collaboration, employee engagement, Podio (Citrix)
networks>processes,
“Designed to innovate and help make the company and business transformation. “Combining hundreds of specialized and flexible
more efficient and agile by letting employees or
consumerized work apps with messaging, tasks, reporting, work-
groups of employees with similar objectives share IT, and social With a Freemium model, Yammer enables employ- flow and contact management, Podio lets you
opinions, thoughts, information, experience, knowl- communications. ees to voluntarily adopt the service. A premium ver- build and shape the online workplace most fitting
edge and best practices.” The benchmarked sion is available to paying customers and includes to your role. It eliminates scattered, unorganized
Source: ZDNet | Social Business Success: Cemex, February 2012. companies are additional administrative and security controls, in- work routines, and replaces multiple products from
presented in the tegration with other applications, priority customer different companies with a single environment and
SAP: SAP Community Network service, and a dedicated customer success manag- a single login.
order, from the er. More than 5 million users, including employees
SAP Community Network (SCN) is a professional
social network that orchestrates collaboration
highest to the from 85 percent of the Fortune 500, have adopted Currently based in Copenhagen, Podio is building a
between SAP customers, partners, employees and lowest scores. Yammer’s Software-as-a-Service solution.” multinational team of German, French, British, and
experts. SCN has more than 2 million members. Detailed results Source: CrunchBase | Yammer, December 2012. Danish employees. Thomas Madsen-Mygdal is chair
of the benchmark Yammer | December, 2012. of the board of directors. Tommy Ahlers, formerly of
See video can be found at Zyb, is CEO and investor.”
Socialcast (VMWare)
GigaOm Pro, “Sector Source: CrunchBase | Podio, December 2012.Podio | December, 2012.
“Socialcast is a leading provider of Enterprise col-
RoadMap: work laboration software to facilitate real-time employee SAP
media tools in communication while analyzing the social graph “Delivering on its social strategy, SAP introduced two
2012, published in for measures of productivity. Socialcast is deployed new offerings: the SAP Jam social software platform
September 2012. either on-premise or on-demand using activity and the SAP Social OnDemand solution. SAP Jam
streams to effectively accelerate information aware- enables today’s workers to drive rapid business re-
ness amongst employees.” sults by integrating social capabilities into their ap-
Source: GigaOm Pro | Sector RoadMap: Source: CrunchBase | Socialcast, December 2012. plications and daily business processes, eliminating
work media tools in 2012, September 2012. Socialcast | December 2012. social silos. SAP Social OnDemand transforms so-
36 March 2013 | SOCIAL BUSINESS 37

20. cial media conversations into rich business insights. Huddle Jive Chatter
The solution helps marketing and customer service “Established in 2006, Huddle creates cloud-based “Jive is the largest and fastest growing independent “Chatter is a social platform that integrates with
organizations better engage with customers to in- collaboration and content management software for vendor in the Social Business Software market. Jive Salesforce’s infrastructure and development
crease brand loyalty, manage reputational risks and the enterprise. Its patent-pending intelligent technol- allows companies to engage employees, custom- platforms.
capitalize on opportunities.” ogy locates and recommends valuable information ers, and the social web. Just as social technologies
Source: SAP | Press Release (31 October 2012), October 2012. to users, with no need for search. Huddle is used have changed our personal lives, Social Business is Chatter is a social network for the company. It give
by more than 100,000 business and government changing how enterprises get work done. The com- users access to real-time information about what’s
Oracle organizations worldwide, including the central US pany was founded in 2001, with its headquarters in going on in the company.”
“Businesses are becoming more social every and UK government, AKQA, HTC and Kia Motors, Palo Alto, CA and offices in Portland, OR; Boulder, CO; Source: CrunchBase | Chatter, December 2012.
day. It’s not a matter of when to become a to securely store, share and collaborate on content Brentford, United Kingdom; and Frankfurt, Germany. Salesforce Chatter | December 2012.
social business, but how to become a social with people inside and outside of their organization.
business. To accomplish this, CIOs need to help Huddle can be accessed online, on desktops and Jive combines the power of community software,
create engaging user experiences that integrate on the move with BlackBerry, iPhone and iPad apps. collaboration software, social networking software,
yesterday’s enterprise applications with today’s and social media monitoring offerings into an inte-
social technologies. Architected correctly, The company is privately held and backed by ven- grated platform. The company is focused on solu-
companies can solve business problems more ture capital firms DAG Ventures, Eden Ventures, Ma- tions to increase team and work productivity. Jive
quickly, resulting in increased innovation and trix Partners and Jafco Ventures.” makes it easy for groups to brainstorm, share ideas
greater sales.” and see what everyone is working on. The product
Source: CrunchBase | Huddle, December 2012.
Source: Oracle | Social Business, September 2012.
includes team member blogs, wiki-docs for group
Huddle | December 2012.
editing and discussion tools. Recent versions include
video, analytics, and social media monitoring. Jive is
backed by Sequoia Capital and KPCB.”
Source: CrunchBase | Jive, December 2012. Jive | December 2012.
Cisco
“The new business collaboration workspace is a
platform of communications and collaboration
capabilities that can be delivered to every user,
regardless of their location or device. What is new
is that this new business collaboration workspace
is inherently:
■■ Mobile: Users access the tools and information
when and where they need them
■■ Social: Enterprise social software and collaborative
platforms connect users
■■ Visual: The addition of video enhances commu-
nications
■■ Virtual: Deliver applications and data securely and
reliably from clouds”
Source: Cisco | Collaboration, December 2012.
38 March 2013 | SOCIAL BUSINESS 39

21. Other social platforms Social media companies are continuing
to evolve. There are seven major business
Social business is a concept made up of many
categories for social media: platform, SOCIAL MEDIA
different parts. For now, the world is very familiar
with social media and work media, the “good looking”
publishing, sharing, playing, networking,
twins in the social business family. However, there are buying, and localization. For each category,
other lesser known siblings in the space which are we list some of the leading brands.
poised to make some impact further down the road. Along with devices (PCs, SmartTVs,
The up and coming technologies are social listening, Smartphones, tablets, etc.), connectivity,
social intelligence, and crowd labor technologies.
and interactions, these categories make
Also, we have listed some “older,” precursors: ERP,
Enterprise 2.0, etc.
up the social media ecosystem.
Source: Fred Cavazza | Social Media
Landscape 2012, February 2012.
SOCIAL LISTENING COLLABORATION SOCIALIZING ERP Platforms Playing Buying Publishing
■■ Radian6 (Salesforce) ■■ Google (App & Drive) ■■ Oracle ■■ Facebook ■■ Electronic Arts ■■ Hunch ■■ WordPress
■■ RightNow (Oracle) ■■ Skype ■■ LotusLive Connections ■■ Twitter ■■ Zynga ■■ TripAdvisor ■■ Wikipedia
■■ Collective Internet (Oracle) ■■ Box.net ■■ SharePoint ■■ Google+ ■■ Playdom ■■ PowerReviews ■■ Blogger
■■ Vitrue (Oracle) ■■ Huddle ■■ Cisco Quad ■■ Playfish ■■ BazaarVoice ■■ TypePad
■■ Cognos Insight (IBM) ■■ Zoho ■■ SAP StreamWork Sharing ■■ Kobojo ■■ Polyvore ■■ Tumblr
■■ Kosmix (purchased by Walmart) ■■ Pinterest ■■ Digital
Chocolate ■■ Blippy ■■ Quora
ENTERPRISE 2.0 ■■ Spotify ■■ Pop Cap ■■ Baasket ■■ Posterous
CROWD LABOR PLATFORM ■■ YouTube ■■ hi5 ■■ Wikia
■■ Clickworker ■■ Jive ■■ Instagram Localization
■■ CloudFactory ■■ Moxie ■■ Dailymotion Networking ■■ DisMoiOu
■■ CrowdComputing Systems ■■ Clearvale ■■ Vimeo ■■ Viadeo ■■ SCVNGR
■■ CrowdFlower ■■ NewsGator ■■ Slideshare ■■ LinkedIn ■■ Foursquare
■■ CrowdSource ■■ Yammer ■■ Scribd ■■ myYearbook ■■ Plancast
■■ Houdini ■■ Traction ■■ Flickr ■■ NetLog ■■ Yelp
■■ Humanoid (acquired by CloudFactory) ■■ Socialtext ■■ Digg ■■ Classmates ■■ Path
■■ MobileWorks ■■ Chatter ■■ Delicious ■■ Tagged
■■ Samasource ■■ blueKiwi ■■ Badoo
■■ Servio (formerly CloudCrowd) ■■ MySpace
40 March 2013 | SOCIAL BUSINESS 41

22. BBVA & Social networks are
Social
much more than
Facebook, Twitter,
Google+ or LinkedIn.
Business
Not only can Social technologies be applied
In essence, they are communities of
people gathered around common
interests. Overall, BBVA’s communities in
to customer-facing applications (social social networks exceed four million users,
media), they may be used for employee- grouped around themes in which the
bank can add value to the conversation.
facing and third-party facing applications. Thus, the objectives of notoriety and
In 2012, BBVA made headlines by adopting affiliation with the brand on the Internet
Google Apps for its 110,000 employees; improve - but we can’t just stop there.
transforming the way work The next step is to ensure users of our
is done in the enterprise, and communities benefit directly from their
participation in them, in a way that is
now, BBVA is launching
genuinely useful to the business of
Yo Soy Empleo, using our clients. If they grow, we also grow.
social technologies to Under this premise we have developed
collaborate with third- “Yo soy empleo” (I am employment),
parties to create value a community that allows its members
to combine efforts with a clear
for the community.
objective: to generate jobs in Spain.
42

23. T he community aims to match demand with supply, to link those
companies that in spite of the crisis continue to grow with those
individuals who are seeking for a job in these complicated times. BBVA’s
contribution to the community is not just limited to the creation of a so-
cial platform connecting both parts - it includes an incentive scheme for
new hires, with direct financial support for each job created, a business
advisory service and a training plan participated by the country’s leading
business schools.
In other words, the aim is to bring together several existing communities
that share a same interest - the creation of jobs -, and try to find common
solutions which may benefit all their members. Therefore, we use typi-
cal social web tools to obtain a greater benefit for the community, with The “social” trend is part of something bigger ... much bigger:
a system that allows to join efforts in order to obtain a common asset.
the coming convergence of social, mobile, cloud, and big data.
Social platforms are nothing but a meeting point. In this case we believe Many industry analysts are envisioning major disruptions
that gathering in a same virtual place all the parties involved in the gen-
eration of jobs and providing differentiated support to help achieve the caused by the coming together of these four major trends,
ultimate goal can be beneficial for everyone.
which will change the way we live, work, and play.
This is not something BBVA is managing alone, since the proper perfor-
mance of a community depends on all its users. That is why, from the Whether it is known as the “Nexus” (Gartner) or the “3rd
beginning of the project, “I am employment” counts with the implication
of companies that demand workforce; of Infoempleo, as facilitator in the
Platform” (IDC) or by any other name, the ultimate mashup
recruitment processes; of leading business schools, for the training plans; is set to shine in the era of the customer-centricity. When
of BBVA Empresas, for the advisory service, etc. Once launched, anybody
willing to contribute to meet the objective of generating jobs will have the peeking into the convergent future with a social focus, keep
door of the community open in Yosoyempleo.es. the following in mind:
44 March 2013 | SOCIAL BUSINESS 45

24. New mindsets System of records
Leaders must lead the change from industrial-based models of pro-
ductivity (product-centric) towards knowledge-based models of pro-
> engagement
ductivity (customer-centric). This little, short history of computing shows us that the “know-how” (or
knowledge) in the current computing environment is found in conver-
sations, social conversations. In this era, businesses must effectively
manage these conversations to create new or more value and/or to
maximize efficiency.
FROM IT leaders will also need to adopt new mindsets TO
Best known Content
Years Typical thing company management focus
Transaction processes. Patterns of interactions, user
structured and routine A batch
UNDERSTANDING OF BUSINESS models, how work really gets 1960-1975 IBM Microfilm
workflows done, community formation transaction
Mainframe
Formal structures, Communities of work,
Systems of Record
departments, functions, FOCUS OF IMPACT social networks, intra-/extra-
hardwired processes company, customers A Digital Image
1975-1992 departamental
Equipment Management
process
Enforce enterprise Proliferate the most adopted Mini
POLICY APPROACH enabling technologies
standards
Document
Planned rollouts based
TECHNOLOGY DEPLOYMENT Experiment, scale, and deply 1992-2001 A document Microsoft
on roadmaps based on usage and adoption Management
PC
Top-down, efficiency and User-centric, usage- and
consistency-oriented
DECISION MAKING effectiveness-oriented
A Content
Systems of Engagement
2001-2009 Google
web page Management
Internet
Labor-capital trade-offs. Labor AND capital, total
IT productivity/ROI efficiency, ECONOMICS OF IMPACT factor productivity,
throughput effectiveness, outcomes
Social
A
2010-2015 Facebook Business
source: McKinsey Global Institute | The Social Economy: Social conversation
Systems
Unlocking value and productivity through social technologies, July 2012. and Cloud
source: Geoffrey Moore, TCG Advisors & AIIM | Systems of Engagement
and the Future of Enterprise IT: A Sea of Change in Enterprise IT, 2011.
46 March 2013 | SOCIAL BUSINESS 47