Last week, software giant SAP announced the launch of their latest foray into Social Business. Our Chief Strategy Officer, Dion Hinchcliffe, has posted a detailed analysis of their efforts over at ZDNet titled, “An enterprise-wide vision for social business: SAP’s new take“, which shows how much the social business vision has evolved in the industry from simple point solutions to an integrated vision of engagement, listening, and aligned business functions.
This is an important trend that we’ve been observing across the industry, in the Social Business Council, and with our clients for some time now and it’s nice to see various market participants move to address this more updated and mature conception head-on.
In his post Dion breaks down SAP’s core vision for social along four key aspects. First, they are bringing a full-strength enterprise social network into the marketplace with all the standard features. Second, they are taking a highly content-centric approach (akin to SharePoint) that works with existing models for enterprise collaboration. Third, there is a serious focus on integration into business process. Finally, there is a holistic vision that focuses on engagement among customers, prospects, supply chain / partners, and employees.
This notion of a holistic vision aligns closely with Dachis Group’s perspective that Engagement @ Scale is the key to harnessing Social Business effectively, as Dion notes:
This “vision for social … is a view that we’re starting to see more and more often as companies begin to think more holistically about the new social channels that surround them and reconciling with the increasingly empty legacy channels they have. In this new view, engagement is the fundamental process that matters most and gets work done. Engagement is also where companies have now realized they need the most improvement. [This vision] shows that analytics and engagement tools are required to make use of these new channels. Customers, employees, and partners are all connected together in a useful way that ensures business processes are the focus and use social to create an absolute minimum of friction in terms of lack of information or a connection to the necessary resources or people to get any given piece of work done.”
At Dachis Group, we remain laser-focused on enabling our clients and customers to fully harness the power of Social Business through our social marketing optimization software and solutions. As Dion points out, there is a major need for platforms like ours and SAP’s to help make “analytics and engagement a first class citizen” in enterprise decision-making,” and help bring social engagement deeper into the enterprise.
Read the full post for significantly more details.