1. Social
Commerce
Productivity is a measure of
your ability to act on real-time
information

2. Partners
Stockholders
Clients
Employees
Social Commerce helps us understand the motivations, experience and
objectives of the internal and external clients of the organization
Content Cases MetricsMethodsIntroduction

3. (at least in part)
Content Cases MetricsMethodsIntroduction
Focus Improve Knowledge Leverage Mesure
Organization Processes Explicit Transactions Efficency
Networks Relationships Emerging Interactions Effectiveness

4. “If you don’t design your future,
the future will design you.”
Paul Miller
Content Cases MetricsMethodsIntroduction

5. ©2006 LHST sarl
Telecommunications
Textiles
Medicine
Leisure
Automobile
Household
appliances…
Separation, alignment, cohesion
Content Cases MetricsMethodsIntroduction

6. ©2006 LHST sarl
Organizational rigidity Organic growth
Clearly defined functions Connectivity is the key
Organizational
boundaries
Boundaries are thin and
permeable
Corporate strategy Strategy is in the network
Product development
cyle
Solution selling
Introduction Networks ApplicationChallenges Value

7. ©2006 LHST sarl
Patti Anklam The Social-Network Toolkit
Content Cases MetricsMethodsIntroduction

8. ©2006 LHST sarl
 Common objectives – shared
meaning
 Actors and actants
 Innovation closely tied to
organisation
 Possibilities tied to societal
environment
Content Cases MetricsMethodsIntroduction

9. ©2006 LHST sarl
Introduction Networks ApplicationChallenges Value

10. ©2006 LHST sarl
Content Cases MetricsMethodsIntroduction

11. "Experience is knowledge,
everything else is information"
-- Albert Einstein
• Service economy – value comes from
services embedded in the product
• Pine and Gilmore argued that
differentiation today comes from
creating “experiences”
• Starbucks, Michelin, Hermès, Apple
• Companies provide “stages”, managers
are “actors”, customers are active
“spectators”
Content Cases MetricsMethodsIntroduction

12. Blind trust "Seeing is believing"
Trustworthiness Personal or product based
reputation
Contextual trust What works in a special
context
Referred trust Relying on the opinions of
those we admire
Vanessa Hall - The Truth About Trust in Business
Content Cases MetricsMethodsIntroduction

13. Content Cases MetricsMethodsIntroduction

14. How effectively will you tell this story to your business partners?
• Disti Engagement
• Disti PAM
Engagement
• SMB Engagement
Challenges Skills Roadmap
• A story begins with
conflict
•What business
problems are we trying
to solve
•Transform a conflict
into opportunity?
• Why does this situation
exist?
•What knowledge and
skills are missing?
• Who are the heros of
this story?
• How does changing
the roles move this story
forward?
•Is it a question of
people, process or
technology?
•What is the next step?
Content Cases MetricsMethodsIntroduction

15. Thousands of « friends »
or
partners in the co-creation of value?
• “Social CRM is a business strategy
designed to engage the customer
in a collaborative conversation in
order to provide mutually
beneficial value in a trusted &
transparent business
environment.
• It's the company's response to the
customer's ownership of the
conversation.”
Paul Greenberg
Content Cases MetricsMethodsIntroduction

16. “All businesses have
always been social; what’s
new is the set of
observable behaviors and
available technologies that
enable businesses to
leverage these to solve
business problems.”
~Gil Yehuda
Content Cases MetricsMethodsIntroduction

17. Content Cases MetricsMethodsIntroduction

18.  The three most important factors that influence
consumer behavior are :
 personal experience (98%)
 company’s reputation or brand (92%)
 recommendations from friends and family (88%)
 41% of customers believe that companies should
use social media tools to solicit feedback (Cone
Business in Social Media Study, 2008)
 43% of consumers say that companies should use
social networks to address customers problems
 Only 7% of organizations understand the CRM
value of social media, according to the Brand
Science Institute, European Perspective, August
2010
Jacob Morgan
Content Cases MetricsMethodsIntroduction

19. The Conversation Prism v2.0
• You are at the center of the prism
• The first layer of circles displays the
activity of learning and organizing
engagement strategies…
• The second ring maps specific
authorities within an organization to
provide a competent and helpful
response.
• The third ring represents the
continual rotation of listening,
responding, and learning online and
in the real world.
Content Cases MetricsMethodsIntroduction

20.  It’s not a question of channels
but of capturing conversations
 Gartner sees SCRM is a
$1B extension of the CRM market
 Jive and Lithium are seen as
market leaders
 Oracle CRM and Salesforce are
niche players
 The importance of hosted
communities
 The future of social analytics
Content Cases MetricsMethodsIntroduction

21.  Hosting and supporting a branded or private-
label community
 Monitoring and surveying private-label or
independent social networks
 Facilitating the sharing of common B2B or
business-to-consumer (B2C) contacts through
the use of an internal community
 Community product reviews to facilitate the
online sales process
21
Content Cases MetricsMethodsIntroduction

22. • Member communities reach more internet users (66.8%)
than email (65.1%)
• Fastest growing sector for Internet use is communities (5.4%
in a year)
• 43% of consumers say that companies should use social
networks to solve the consumers' problems (Cone Business
in Social Media Study)
• 7% of organizations understand the CRM value of social
media according to the Brand Science Institute, European
Perspective, August 2010.
• The Three most influential factors for consumers when
deciding which company to do business with are:
1. personal experience (98%),
2. company’s reputation or brand (92%), and
3. recommendations from friends and family (88%)
Content Cases MetricsMethodsIntroduction

23.  Access to more trusted and independent
information through many-to-many
participation.
 Personalization of interactions with an
organization and products or services
offering greater control over:
 Their own level of engagement with an
organization
 The information they want, rather than being
pushed information
 A buying process that aligns with a buyer's
needs
 Fulfilling emotional needs.
23
Unhappy /
unengaged
customers
Happy /
engaged
customers
Customer
Advocates
Customers
For Life
Content Cases MetricsMethodsIntroduction

24. 1. The Work Network With whom do you exchange information as part
of your daily work routines?
2. The Social Network With whom do you “check in,” inside and outside
the office, to find out what is going on?
3. The Innovation Network With whom do you collaborate or kick around
new ideas?
4. The Expert Knowledge Network To whom do you turn for expertise or advice?
5. The Career Guidance or Strategic
Network.
Whom do you go to for advice about the future?
6. The Learning Network. Whom do you work with to improve existing
processes or methods?
Karen Stephenson
Introduction Context Building
Blocks
Challenges Concerns

25. Characteristic Value
Degree Centrality Number of links
Betweeness
Centrality
Role of brokerage
Closeness
Centrality
Vector of visibility
Network
Centralization
Centralized vs
Decentralized
Network Reach Importance of first 3
levels
Boundary Spanners Linked to Innovation
Peripheral Players Potential Gateways
Introduction Context Building
Blocks
Challenges Concerns

26.  In physics, a power law relationship between
two scalar quantities x and y is any such that
the relationship can be written as
 <math>y = ax^k,!<math>
 where a (the constant of proportionality) and
k (the exponent of the power law) are
constants.
 in its simplest terms roughly eighty percent of
the work is done by twenty percent of the
network
Introduction Context Building
Blocks
Challenges Concerns

27.  In reality, the market is nothing but a directed network
 No manager or firm can succeed or fail alone, customers,
managers and teams are inherently linked together in
social networks.
 The notion of interdependence : managers constitute hubs
and nodes of the network, organization learning will filter
down and out through the network as a whole.
 six degrees of separation : everyone in the world can be
reached through a short chain of acquaintances.
 Change is marked by "phase transitions" from states of
disorder to order: "cascading failure“ and “emergent”
threats .
Introduction Context Building
Blocks
Challenges Concerns

28. Introduction Context Building
Blocks
Challenges Concerns

29. Purpose
Enable customers to extend brand, provide
critical feedback, and deliver peer-based
support; Perform market research and
reward loyal customers
Key Services
Blogs, Wikis, Social Ranking, Info
Filtering, Web Conferencing, Discussion,
Presence/IM, People Finding
Functional
Emphasis On
 Security & Access Control
 Scaling, Clustering, Failover
 Reporting & Analytics
 UI Customization
 Spam/Naughty Filtering
 Author, Editing, Commenting
 Personalization
 Search
Typical Adopters
 Consumer Goods companies
 Technology companies
Branded Customer Communities
Enterprise Social Software Report
Introduction Context Building
Blocks
Challenges Concerns

30. Introduction Context Building
Blocks
Challenges Concerns

31. Introduction Context Building
Blocks
Challenges Concerns

32. • Peer to peer banking
• Zopa categorizes borrower credit grades;
lenders then make offers, borrowers agree to
aggegrate rate
• Zopa distributes the money, completies the
legal paperwork, performing identity/credit
checks, and enforces collections.
• Zopa mitigates risk for lenders, optimizes
market offer for borrowers
• Zopa’s repayment rate is currently 99.35 per
cent
Introduction Context Building
Blocks
Challenges Concerns

33. The Idea Network
Introduction Context Building
Blocks
Challenges Concerns

34. • Pearltrees is an example of social
curation
• Users can assemble these pearls into
trees based around a topic
• Pearltrees is using that data to
determine how different topics and
bookmarks are related.
• In the same vein as Google’s PageRank
and Facebook’s EdgeRank, Pearltrees
uses TreeRank to explore the notion of
an “Interest Graph”
Introduction Context Building
Blocks
Challenges Concerns

35. The Expert Network
Introduction Context Building
Blocks
Challenges Concerns

36. • InnoCentive is an "open innovation" company
that tackles research an
development problems
• Open Innovation suggests that innovation is
more likely to come from a community than
from an organization
• The model addresses problems in
engineering, computer science, math, the
physical sciences and business.
• Cash awards are given for solving challenge
problems typically from $10,000 to $100,000.
Introduction Context Building
Blocks
Challenges Concerns

37. The Social Network
Introduction Context Building
Blocks
Challenges Concerns

38. Introduction Context Building
Blocks
Challenges Concerns

39. Introduction Context Building
Blocks
Challenges Concerns

40. Introduction Context Building
Blocks
Challenges Concerns

41. What is our organizational focus?
What are we trying to improve?
What knowledge do we need to
capture?
What can we leverage to improve
the system?
How will we measure the results?
Focus Improve Knowledge Leverage Measure
Networks Relationships Emerging Interactions Innovation
Introduction Context Building
Blocks
Challenges Concerns

42. Internet: "The Big Picture"
URL HTML, HTTP
WWW
500 million users
more than 3 billion
pages
Introduction Context Building
Blocks
Challenges

43.  Static Web Pages (HTML)
 Distributed
Applications(Dynamic
web pages, ASP, JSP, PHP,
...)
 Web Services (XML)
The Web is Reborn
Introduction Context Building
Blocks
Challenges

44. HTML
HTML is the lingua franca for publishing hypertext on the World Wide Web.
It is a non-proprietary format that uses tags such as <h1> and </h1> to
structure text into headings, paragraphs, lists, hypertext links etc
<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.0
Transitional//EN"><HEAD><TITLE>HTML Home
Page</TITLE>
<META http-equiv=Content-Type content="text/html;
charset=utf-8"><LINK
href="HTML Home Page_fichiers/markup.css" type=text/css
rel=stylesheet>
</HEAD>
<BODY>
<P class=banner><A href="http://www.w3.org/"><IMG
height=48 alt=W3C
src="HTML Home Page_fichiers/w3c_home"
width=72></A> <A
href="http://www.w3.org/DF/"><IMG height=48
HyperText Markup Language Home Page
Introduction Context Building
Blocks
Challenges

45. XML
<m:CalculateMortgageResponse
xmlns:m="http://example.org/mortgage">
<MortgagePayments>
<MonthlyPI>733.76</MonthlyPI>
<MonthlyTax>83.33</MonthlyTax>
<MonthlyInsurance>25</MonthlyInsurance>
<MonthlyTotal>842.09</MonthlyTotal>
</MortgagePayments>
</m:CalculateMortgageResponse>
XML documents describe the content of a transaction rather than the format of a
page. There are six kinds of XML markup : elements, entity references,
comments, processing instructions, marked sections, and document type
declarations. What is XML?
Introduction Context Building
Blocks
Challenges

46. SOAP
The Simple Object Access Protocol
permits the exchange of documents written
in XML over the Web
SOAP is compatible with existing Web
servers and can work through Firewalls,
SOAP are not persistent, and can be
reinitialized easily if the network breaks
down
The latest version of SOAP Version 1.2,
was published in April 2007
The W3C proposes an on-line tutorial on SOAP at http://www.w3schools.com/soap/default.asp
Introduction Context Building
Blocks
Challenges

47. SOAP EXAMPLE
<soap:Envelope xmlns:soap="...">
<soap:Header> <!-- extensible
headers --> </soap:Header>
<soap:Body> <!-- payload -->
</soap:Body> </soap:Envelope>
Ethan Cerami, Web Services Essentials
SOAP is platform independent, and therefore enables diverse
applications to communicate with one another.
Introduction Context Building
Blocks
Challenges

48. WSDL
Web Services Development Language is an XML grammar for specifying a public interface
for a Web service. This public interface can include the following:
•Information on all publicly available functions.
•Binding information about the specific transport protocol to be used.
•Address information for locating the specified service.
The version 2.0 of WSDL has been submitted to the W3C. See this W3C page
for the latest draft.
[WebMethod] public MortgagePayments
CalculateMortgage( string amount, string years,
string interest, string annIns, string annTax) {
MortgagePayments p = new
MortgagePayments(); ... // calculate mortgage
payments here; return p; }
Introduction Context Building
Blocks
Challenges

49. UDDI
The Universal Description Discovery and Integration
(UDDI) is an open framework that permits businesses
to share information
 White Pages: This includes general information about a
specific company. For example, business name, business
description, and address.
 Yellow Pages: This includes general classification data
for either the company or the service offered. For
example, this data may include industry, product, or
geographic codes based on standard taxonomies.
 Green Pages: This includes technical information about
a Web service. Generally, this includes a pointer to an
external specification, and an address for invoking the
Web service.
http://www.uddi.org
Introduction Context Building
Blocks
Challenges

50. REST  Representational State Transfer- a stateless,
client-server, cacheable communications
protocol;
 REST is an architecture style for designing
networked applications;
 With SOAP, you're using an envelope; with
REST, it's a postcard
 RESTful applications use HTTP requests to post
data (create and/or update), read data (e.g.,
make queries), and delete data.
 REST requests rarely use XML, REST services
might use XML in their responses
http://mbaron.developpez.com/soa/rest/
Common HTTP verbs
Introduction Context Building
Blocks
Challenges

51. (at least in part)
Content Cases MetricsMethodsIntroduction
Focus Improve Knowledge Leverage Mesure
Organization Processes Explicit Transactions Efficency
Networks Relationships Emerging Interactions Effectiveness