Social Business and Workforce Management - Trends to Watch in 2016

© 2016 IBM Corporation
IBM Market Development & Insights
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 Management
Increased demand for connection and collaboration across platforms
IBM HorizonWatch 2016 Trend Report – External Version
Carol Galvin: Distinguished Market Intelligence Professional, Social & Smarter Workforce, Market Development
Bill Chamberlin, Product Manger, Social Business & HorizonWatch, bluemine
April 10, 2016

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.
10Apr2016

Defining social business
3
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

Social Business trends to watch in 2016
1. 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).
4
Source: MD&I HorizonWatch , TBR
Key Insights
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

Social Business – Drivers, challenges and implications
5
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
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

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.
6
Market Trends
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

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.
7
Market Trends
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

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

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.
9
“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
Adoption Challenges
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

Since social business spans functions and silos, CEO ownership and
leadership are critical to transformation
10
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

Selected analyst public websites and resources
11
 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

Selected links to additional articles and resources
12
 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
Deloitte University Press: Global Human Capital
Trends 2015: Leading in the new world of work
HBR: The Future of Collaboration
Featured Links

Social Business – IBM Resources and Links
13
 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
 Services: Collective Intelligence / Talent &
Change
 Event: Connect2016
 IBM Social Computing Guidelines
 White Paper: Social Business: Amplify the value
of human connections
IBM: Social business with a better brain
IBM: Change the way you Engage
Featured Links

IBM social media channels
14
 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
IBM Social Business Aggregator
Featured Links

More Insights on Technology Trends are Available
15
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

Social Business and Workforce Management - Trends to Watch in 2016

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Social Business and Workforce Management - Trends to Watch in 2016