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The Digital Experience Platform blog covers the latest in innovative technologies to help you transform your business.

Social Business and Innovation

Kellsey Ruppel
Principal Product Marketing Director

I promised on Monday a follow up post from John Mancini on his thoughts of the AIIM/Oracle Social Business Seminar series. Please find John's insights below -- we welcome any comments you might have!


John Mancini By John Mancini, President of AIIM

I will admit to breaking one of my cardinal February travel rules when Oracle asked me to speak at the Social Business seminar series - don't travel to anyplace very far north in February.  But whether thanks to global warming or just the serendipity of an unusually warm winter, I can say that the weather for my 4 cities in 2 weeks Oracle tour (Toronto, Washington, Atlanta, and Minneapolis) was uneventful (except for a short flare-up in Minnesota).  While the weather was uneventful, the content was anything but. 

My focus was on three factors that are driving organizations to think more strategically about the intersection between content, social, and process: 1) How are content management and Enterprise IT being changed by social technologies? 2) How are social technologies being used to drive innovation and transform processes? and 3) What are the implications of this transformation for information professionals?  The presentation link is here.

In order to have long-term impact, social technologies must ultimately drive Systems of Engagement (http://www.aiim.org/futurehistory).  They must ultimately be incorporated into the fabric of an organization and link back to the core processes and information repositories that drive the business.

At each event, an Oracle executive shared their perspective on the changing nature of customer, partner, and employee engagement, and the repositioning of Oracle's offerings under the WebCenter umbrella to tap into these engagement opportunities. Ultimately, the impact of social technologies on organizations is not the technologies per se, but how they impact customer, employee, and partner behavior.


On the employee and partner side, the key questions to think about are: How do social technologies improve productivity? Increase retention? Improve customer service? Improve accountability?

Some of the core questions to think about relative to the impact of social technologies on customers are whether and how they drive them to do the following:
  • Purchase your products more quickly
  • Purchase more of your products
  • Recommend your products
  • Share feedback with you
  • Spend more time and attention with you

John Mancini is President of AIIM (http://www.aiim.org) and blogs under the title "Digital Landfill".   He is an active participant on multiple social networks (usually as “jmancini77”), and is the author of a series of "8 things you need to know" e-books.

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