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    Research Summary: Introducing The 43 Use Cases For Social Business (Social Enterprise)

    By R "Ray" Wang | Forbes – Sun, Aug 28, 2011

    The Social Business (Social Enterprise) Moves Beyond The 18 Use Cases Of Social CRM

    As social media adoption continues to move from mainstream to pervasive ubiquity, enterprises will begin to benefit from these advancements in the consumerization of IT (CoIT).  Just 18 months ago, early use cases identified 18 Use Cases for Social CRM (SCRM).  These ground breaking use cases showed enterprises how to bring social into existing CRM processes.

    Consequently, the market has moved on beyond just marketing, service, and support use cases.  In the latest Software Insider "State of Social Business" survey, 103 respondents identified 25 additional use cases that spanned across key enterprise business processes that impact eight key functional areas (see Figure 1):

    1. Public relations/ marketing (PR/MA).  Key impacted business process: Campaign to lead

    2. Sales (SFA).  Key impacted business process: Lead to deal

    3. Service and support (CSS).  Key impacted business process: Incident to resolution

    4. Projects (PBS).  Key impacted business process: Kickoff to delivery

    5. Innovation/ product life cycle management (PLM). Key impacted business process: Concept to production

    6. Supply chain (SCM). Key impacted business process: Sourcing to acceptance

    7. Human capital management (HCM). Key impacted business process: Hire to retire

    8. Finance. Key impacted business process: Invoice to payment

    Figure 1. Constellation Defines 43 Social Business/ Social Enterprise Use Cases and 24 Key Analytics

    (Hint: right click to expand and view the full image)

    Early Adopters Identify HCM And Projects As The Next Growth Area For Social Business

    Survey respondents chose their top 3 internal collaboration and external engagement social business use cases (see Figure 2).  Not surprisingly, service/support use cases led the pack with Reactive support-External (68.9%) and Support escalation and resolution - External (64.1%).  Lead generation - External in the PR Marketing category rounded out the top 3 at (63.1%).  Meanwhile, Projects and HCM gain traction among the top 5 use cases. Respondents report an increase in adoption of Projects Workspaces- Internal (36.9%) such as wiki's and similar internal collaboration tools.  Meanwhile, HCM Recruiting - External (34.0%) emerged as the fifth most utilized use case.

    See the complete post for free at (Software Insider's Point of View)

     

    Your POV.

    As part of our ongoing research, we are seeking new case studies from both early adopters and vendors.  Send us a new case study (see Figure 1) and in return we'll send you a copy of the latest Constellation Report, "Lesson Learned From 100 Early Social Business Adopters" (a $2000 value)

    What's your use case?  Did we miss one? Let us know!  Got a question?  Add your comments to the blog or reach me via email: R (at) ConstellationRG (dot) com or R (at) SoftwareInsider (dot) com.

    Please let us know if you need help with your Social CRM/ Social Business efforts.  Here’s how we can assist:

    • Assessing social business/social CRM readiness

    • Developing your social business/ social CRM  strategy

    • Vendor selection

    • Implementation partner selection

    • Connecting with other pioneers

    • Sharing best practices

    • Designing a next gen apps strategy

    • Providing contract negotiations and software licensing support

    • Demystifying software licensing

    Related Research:

    Disclosure

    Although we work closely with many mega software vendors, we want you to trust us. For the full disclosure policy, see the full client list on the Constellation Research website.

    Copyright © 2011 R Wang and Insider Associates, LLC All rights reserved.

     

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