For those unaware, Enterprise 2.0 is the term used to describe technologies that liberate our working lives from constraints such as email and other overly complex communication tools. It has been a rising subject in an ever changing social world, so this week I attended the Enterprise 2.0 conference in Boston to learn more. For me, it was great to meet the minds behind this new technology, the software being developed and learn the strategic perspective to bring the conversation within businesses.
My journey started with a tweet. YES, imagine that, a tweet. Paul Greenberg (@pgreenbe), known to most as the “godfather of social CRM,” let his twitter followers know that he had an extra #e2conf ticket, and to DM him with our request. Not only did I request, but I told him why he needed to pick me (unemployed and seeking to network!) and just crossed my fingers from there. In the end, he offered me the ticket and I was grateful for the gesture. This experience helped open up my network and allowed me to meet the most influential people in an industry that I’m heading towards.
As a recent graduate and interested in social technology, my key take away from the event was that social is here to stay. Years ago, businesses were introduced to the paradigm shift then called “e-business.” Businesses that wanted to support all areas where customers were interacting needed to consider an internet presence. Electronic commerce focused on the exchange of products and services between businesses, groups and individuals, and today it can be seen as one of the essential activities of any company. Social CRM is going through this shift now, but this technology is emerging at a rate much faster than e-business ever did. Companies seeking a reputable association with consumers need to stop brushing social technology off as a “fad” and start focusing on this emerging discipline. The techniques and technology of social enable organizations to engage with their customers, seek relevant mentions of their product and brand, then react accordingly. This is not a PR strategy, it is customer focused on providing individualized attention and customer services, essentially making customers feel special and unique. At the end of the day, the social customer is here to stay.
My understanding of social technology in business is still bigger than imagined, and some of the topics discussed didn’t directly apply to my social efforts. The conference went a step further than making customers smile, to focus on the social employee, and interactions within the workplace. As my generation leaves academia and seeks employment, we demand tools that allow us to stay as well connected to our work just as we do our personal lives. Companies demand more transparency within the organization to remain flexible and adaptive to market trends. Using platforms built with similar formats to those like Facebook and Twitter allow for ease of collaboration internally. Presentations and documents can be updated in real time, commented on, shared and downloaded without so much as an email, phone call, or walk across the office. These e2.0 software packages create an environment that allows collaboration within all areas of the organization and makes them often anticipate problems and difficult decisions earlier than past practices.
What is your organization doing to prepare? How do you currently interact with consumers/employees in the social space?
Thanks to all whom I was able to meet. You have truly inspired me and helped along my journey so far!
Trent Ostrander 