Friday Oct 03, 2014

What We Saw and Did at Oracle OpenWorld: Thursday

Oracle OpenWorldAll good things must come to an end, although innovations in the Oracle Cloud and Oracle Social Cloud never end and are always an ongoing process. After all, we want to have great stories to tell and great announcements to make at Oracle OpenWorld 2015. Believe it or not, after a great night at Treasure Island with Aerosmith and Macklemore & Ryan Lewis, attendees still made it in for one final day of discussions.


In the wrap-up of CX Central (which by itself had over 2000 participants and over 300 sessions) Meg Bear and GM’s Rebecca Harris were talking about the importance of Latent Semantic Analysis in social listening. For instance, Rebecca pointed out that “good morning” is often shortened to ‘GM’ on Twitter…a problem for their monitoring, as is the fact that “Chevrolet” is in the lyrics of almost 2000 songs.


Meg said we’re well past discussions of whether social is a fad and are now hearing more stories about product innovations coming through and from brand social channels. Orgs can turn that into strategic value. Rebecca said every department touches social in some way, with each department believing they’re doing what’s right. But there must be an integrated strategy through the customer lens, which involves stakeholder meetings that aren’t always pleasant.


Oracle’s Rahim Fazal and Mike Ballard led a great session on how governments and utilities can effectively use social before and during disasters/ emergencies. From its very beginnings in Rome, government was intended to be local, instant, personal and social. So governments must consider all channels to serve all constituents of all ages in all socio-economic groups, wherever they are. At its peak, Instagram users uploaded Sandy-related pictures at a rate of 10/second. Facebook mentions of Sandy and Frankenstorm were up 1 million percent!


During a crisis, don’t try to control the conversation. Let people vent. Your job is to provide actionable info. Mike said 624 million customers worldwide are expected to engage with utilities by the end of 2017. You won’t have much trust if you create a social presence when a major issue happens. It has to already be there and ready. Even if a utility is doing a great job in a disaster, nobody will know without steady communication. Mike suggests developing a social engagement and resource strategy, then stress test it to make sure it’ll work during the real deal.


Altimeter Group’s Andrew Jones had a nice chat with us about the importance of social identities. Limited insight will only lead to messages and ads that lack context and make no sense. 57% of consumers are fine with providing personal info if they benefit and it’s used responsibly. 77% would trust business more if they explained how they’re using personal info to improve their online experience.


The benefits of compiling social identities include richer customer profiles, cross-channel engagements, efficiencies of marketing budgets, and social media ROI. It also lets you leverage influencers, identify prospects, reach custom audiences, find lookalike audiences, nurture leads, personalize products, gain real time insight, retain and reactivate, reward loyalty, and tap advocates. Gee, is that all?


Oracle OpenWorld WizardThen it was on to Rahim’s super-casual chat about social data with BlueKai’s Molly Parr and Marriott Rewards’ Michelle Lapierre. Disparate data creates marketing complexity and lost revenue. If they can’t pull together all their data, marketers fail to target the right customers. Yet 82% of enterprise marketers have NO synchronized view of customer data. 58% say social data is important but 52% collect little to none of it.


Molly says data is fine, but the ability to activate on data is finer. Most data is tied to specific execution, but today it must be “unchained,” with focus shifting from campaigns to customers. Can multiple small vendors deliver that kind of unchained, actionable data across the enterprise? Michelle said that’s a tough way to go. It’s putting functionalities under one umbrella that makes more sense.


Thanks to all who attended our social and CX Central sessions at this year’s Oracle OpenWorld and for those who have virtually attended through this blog and @oraclesocial. But don’t leave now. Keep your eyes on these space as we continue to build the power of social listening and data into the newly upgraded Oracle Cloud.


@mikestiles @oraclesocial







Thursday Oct 02, 2014

What We Saw and Did at Oracle OpenWorld: Wednesday

Oracle OpenWorld 2014It was Oracle Social Cloud’s busiest day yet at Oracle OpenWorld 2014, and here come the takeaways…conveniently packaged in a single post because you’re such a faithful Social Spotlight reader!


Faz Shoja-Assadi and Eran Cedar treated attendees to a peek at the Oracle Social Cloud roadmap and vision, explaining Oracle’s goal was to acquire best of breed companies, then unify and deliver one social relationship management platform that’s comprehensive, customer-centric and integrated. With 82.3% of CMO’s agreeing social impacts their business, it was and is a worthy goal.


Eran loves showing off our recent developments, like Custom Audiences, a paid media partnership program, Dynamic Link Tracking, a Mobile SRM, and Actionable Insights. But what fun is a roadmap if you can’t see what’s around the corner? Oracle Social Cloud customers can look forward to a new, modular user experience with a new calendar, Custom Analytics, user role dashboards, and a responsive design. Publishing will get simpler and more powerful; with more social networks, Quick Post, and content curation.


Oracle Social Cloud

And there’s the ongoing development of the newly announced Social Station and Social Intelligence Center, which lets customers show off their social activity at events (like we’re doing at OpenWorld) and at HQ. Integrations with BlueKai, Omniture, and Commerce are on the way. And lastly a Developer Platform will let customers extend Oracle Social Cloud to do what they need it to do via a variety of API’s.


Next, Oracle’s Angela Wells, Holly Spaeth of Polaris, Meghaan Blauvelt of Nestle and Michelle Lapierre of Marriott Rewards dealt with that pesky social ROI topic. Angela said 89% of brand leaders think measuring it is a priority, but only 49% can actually quantify its impact. 66% feel pressured to do so. The panel brought up the “Cost of Ignoring,” i.e. what will a brand lose by not doing social? Holly said since there’s not a clear direct path to the sale, brands should think about ROI in terms other than the sale. For instance, Polaris can save millions in warranty claims just by listening to customers, and that’s social ROI. Meghaan said the ROI of social and media is totally dependent on the quality and ROI of content. And Michelle said if you’re winning trust and preference, you’ve created ROI.


Our Erika Brookes chatted with Melissa Schreiber of FleishmanHillard and Chevrolet’s Jamie Barbour about “Superfans.” A top takeaway: there are differences between influencers and advocates. Advocates have more trust, are likely to recommend, share to help, have passion, and stick around. Influencers have huge followings and can get people to a brand, but from there, advocates are the ones who reinforce how great it is.


Oracle OpenWorld entertainmentThis kind of fandom has power, and value. Social users talking about Olympic athletes in Sochi not being able to get Chobani yogurt generated 380 million impressions and $70 million in unpaid media value. Jamie closed saying people are quite used to using social to tell their stories, and brands can offer bigger stages for them to do that.


Oracle’s Tara Roberts, and GM’s Rebecca Harris and Whitney Drake talked about how to create and operate “Global Command Centers.” GM’s has 16, count ‘em, 16 screens watching activity for their brands. In fact, it was listening on social that led to aluminum steering wheels being removed. They got pretty hot in the south. The panel’s advice was to start small, just start. Make each department’s role in the center clear. Have a “connector” to educate leadership on the tech needs. And be ready to adopt innovations.


Erika Brookes returned to hash out the changing roles in the C-Suite with Oracle Chief Customer Officer Jeb Dasteel; Kevin Bird, CMO of Buddhacom, and EVP Michael Farber of Booz, Allen & Hamilton. The gist was that the marketing and technology worlds are merging. Michael noted how we tend to add positions and not retire outdates ones. The org needs reimagining in anticipation of what platforms will be able to do in the future. His advice is communicate and don’t be so territorial. Jeb recommends the CIO be closely partnered with whatever Chief runs customer-centricity. His advice is to be a change agent and adopt a consultative approach. Kevin wondered aloud if there won’t be more joint C-level situations like Oracle’s co-CEO’s. His advice is to listen, be open to change, and be optimistic!


Oracle’s Tara Roberts and Kathryn Schotthoefer of Heavenspot presented on the effective use of social data. Tara put this wakeup call out there: 2/3 of digital info is created by consumers yet only 1% of the digital universe was actually analyzed in 2013. There’s so much to be learned. Kathryn said they use social data to find out what movie/TV fans are buzzing about. In the past, she’s been dubious but now believes Latent Semantic Analysis can work effectively, interpreting words that have different meanings depending on what community’s using it.


One more day to go! Let’s see what we learn tomorrow.


@mikestiles @oraclesocial

Wednesday Oct 01, 2014

What We Saw and Did at Oracle OpenWorld: Tuesday

Oracle Social Intelligence CenterFew things are more gratifying than being at Oracle OpenWorld and having a big announcement to make. So imagine how gratified we were today to make TWO big announcements about the Oracle Social Cloud.


First, additional features were added to Social Station, the customizable workspace within the Oracle Social Cloud platform. Joining Custom Analytics and the Enhanced Calendar will be the Social Intelligence Center with its real-time data visualizations around geography, topic/theme, influencers, volume, and sentiment. The new Content Curation module helps you quickly find content on topics or for a certain social channels and react within Social Station. The Quick Post module streamlines publishing by letting you create posts alongside other modules. Lastly, the Social Media Mixer aggregates social data from multiple channels into one real-time visualization.


Next, we were proud to announce to all these Oracle fans in SF the release of Social Commerce. Building on the existing integration between Oracle Social Cloud and Oracle Commerce, hyper-targeted content can be delivered to segmented Facebook audiences thanks to insights about digital shopping behavior, resulting in better experiences, better relationships, and more conversions.


For those not yet familiar with the Oracle Social Cloud, Oracle’s Meg Bear, Reggie Bradford and Rahim Fazal gave a “Sky High Overview” with some compelling facts along the way. Gartner says the percentage of customers whose purchase behavior will be dictated by social and digital interactions is 80%. In 2 years, Gartner says 90% of companies expect to be competing almost entirely on the basis of customer experience. With that going on, just look at how marketing’s influence has expanded across business functions.


Marketing across the Enterprise


Forrester says we make 500 billion impressions on each other about products and services every year, so your social management platform becomes a critical tool. Differentiators of the Oracle Social Cloud include: a unified platform with modern configurable UI/UX, deeper precision listening, global social resources, and integration with CX apps and beyond.


You also don’t need a social platform that’s not really into innovation. In addition to Social Station and Social Commerce, the Oracle Social Cloud recently executed on a paid media partnership, SRM mobile, LinkedIn support, advanced global listening, and Dynamic Link Tracking.


The roundtable focused on how rapidly organizations, and the roles in them, are changing. Reggie said they’re starved for time and having to do more with less, so a global platform with integrated components addresses that. Today’s CMO must be embedded in science, data, tech, analytics. It’s not just art like it used to be. As for CIO’s, the smart ones will figure out how to bring their expertise in a way that moves innovation forward, and will see security and protecting the company become a growing emphasis of the position. We encourage you to watch the full interview Reggie did with GM on how social is driving their customer experience that was featured in the session.


And of course, Larry Ellison took to the OpenWorld stage once again, this time to personally conduct a live demo of the upgraded 2014 Oracle Cloud platform. Frankly, he looked like he was having a ball, a sentiment the social chatter backed up. The root of Ellison’s presentation was that everything on top of the platform, and even that YOU build on the platform, automatically inherits the modernizing characteristics of the Oracle Cloud, including social and mobile.


Larry EllisonEllison showed how with a push of a button, data and applications can be moved from on-premise into the cloud (and back if desired). Oracle can access all of your data sources, structured and unstructured, because the Oracle Cloud was designed on hundreds of standards. And while Ellison pointed out Oracle has not historically been known for ease of use or low cost, the company is focused on just that…made possible with automation.


As you can tell, a lot goes on here. In trying to come up with a next-best-thing-to-being-there offering, we’re doing extensive coverage on our Twitter handle @oraclesocial, doing these daily summary blogs, and you can check out our Twitter Waterfall on our Facebook Page. We’ll keep the knowledge coming.


@mikestiles @oraclesocial

Tuesday Sep 30, 2014

What We Saw and Did at Oracle OpenWorld: Monday

Oracle CEO Mark Hurd

Day 2 of Oracle OpenWorld 2014, and there were so many takeaways for social practitioners that there’s not even room for a long opening paragraph.


The day began with a Keynote and a “wheel of customers” hosted by CEO Mark Hurd. Mark pointed out 87% of orgs are using a public cloud, and it’s projected by 2020, 1/3 of all data will reside in clouds. Yet most enterprises are still working off 20-year old legacy applications with over 80% of IT being spent on maintenance. The message: you must modernize to survive.


Walgreens CIO Tim Theriault said seamless integration from Oracle should help them leverage technology, even as IT budgets go down (falling IT budgets was a common theme today). Jamie Miller of GE said Oracle will solve the hard problems in ways we can’t even imagine today. Procter & Gamble uses Oracle to service 4 billion customers per day! Steve Little of Xerox said they have 145,000 employees and about 10,000 contractors, with no single visibility into all that because they’re on 150 HR systems worldwide! Naturally they’re moving toward one global platform. Intel’s Kim Stevenson spoke much truth when she said every industry is in a disruptive state, and she doesn’t know a business leader that thinks IT moves too fast. She asked Mark to make sure Oracle keeps innovating and driving these business transformations.


Oracle OpenWorldOracle Social’s Phil Sykes moderated a session on social for retail. IDC’s Miya Knights said their research shows consumers with 5+ devices are more willing to share data with retailers, but brands must treat that data with respect. Customers are learning how valuable it is. She reminded us many use social for info on how to better use products they already have. Kristina Console of Method says they need social sites to function as commerce sites, which is why they have great interest in Twitter’s “buy now” button. They’re big on Pinterest, offering incentives there, using it to remind customers the company is green, and wrapping products in imagery that conveys feelings, thus yielding amazing engagement.


But…ROI and measurement is still the tough nut that needs cracking. Miya said social listening is an absolute prerequisite for ROI, while Kristina said even if you get huge engagement, proving what happens after it is the hard part. Oracle’s Gary Kirschner aimed for the endgame: every aspect of the customer experience being variable in real time based on customer data.


Our own Angela Wells joined Tom Cernaik of Command Post and Katie Gulas of BBVA Compass Bank to discuss social for financial services. Angela kicked things off by saying the customer journey is no funnel. It’s a figure-8 loop including brand interactions during both purchases and ownership. Katie said social touches several parts of her bank; HR, Corporate Communications, Marketing, Web, and Service. And don’t think banks can’t do social contests. BBVA did one that generated valuable one-on-one interactions with small business leads. She does suggest using a contest vendor, keeping it simple, and anticipating questions though. Tom’s advice was around those fun-filled regulations. For instance you can share 3rd party content via a disclosure banner or an interstitial disclosure. Social is subject to the same rules that apply to traditional media. You should establish documented policies and procedures, train reps on their responsibilities, and disclose & disclaim. And you should have governance based on clear signals from the C-Suite, which must be involved in social processes and policies.


Social Media Customer Journey

Then manufacturers got their social advice from the likes of Oracle’s Bill Hobbib, Marshall Powell, and Polaris Industries’ Holly Spaeth. Bill conveyed that if a loyal customer engages, they’d like some recognition for it. Giving them dynamically personalized content will lead to more conversions. Holly actually did tell a good social ROI story. Their existing social listening tool wasn’t cutting it, so what Oracle Social Cloud offered was a way to eliminate irrelevant signals. Sounds simple, but it saved them 20-30 hours a week at $70 an hour. Money in the bank.


And of course, Oracle OpenWorld attendees continue to fill the Social Intelligence Center, where they’ve been able to see for themselves how we’re applying social listening to OpenWorld itself. Much more tomorrow!


@mikestiles @oraclesocial


Monday Sep 29, 2014

What We Saw and Did at Oracle OpenWorld: Sunday

Once again, the streets of San Francisco have been bannered Oracle red, Howard street has been turned into an outdoor convention space, and every high-thinking, forward looking technologist has made their way to Oracle OpenWorld 2014.


The Oracle Social Cloud team spent the day fine tuning the Social Intelligence Center, located at CX Central on the 2nd floor of Moscone West. Here, attendees can see the Oracle Social Relationship Management (SRM) platform in action, especially where the ability to listen to social activity around a topic or big event (such as OpenWorld) is concerned. If you’re here, be sure and stop by. But even if you’re not, we’ll be reporting many of our findings, so be sure to follow @oraclesocial.


We first heard an address by Renee James of Intel, in which she made the highly retweeted statements that half of enterprises will operate in public/private hybrid cloud modes, that the private cloud is actually growing faster than public clouds, and that the cost point of private clouds is growing competitive with public clouds. Oracle and Intel are good partners, highlighted primarily by the new chip that was co-developed for Exalytics in-memory.


The main event, as always, was Larry Ellison taking the stage. This year, his message was all about the cloud and the culmination of a mission that began 30 years ago. A major upgrade to the Oracle Cloud platform in 2014 has brought us to a place where you can move any Oracle database from your data center to the cloud, with the push of a button, and without changing a line of code. Plus Oracle is the only cloud that gives customers the choice of moving it back to on-premise. This facilitates the public/private hybrid today’s developers are seeking.


How does social play into all this? Well, that’s the point. Social now plays into all this. The foundation of the Oracle Cloud is the Oracle database. On top of that sits 4 critical services that modernize the apps you build on it; multi-tenancy, memory, mobile, and social capability. In this way, all of the Oracle suites on the platform, CX, ERP, and HCM, are social-enabled. Remember how often we’ve talked about the social-enabled enterprise in this space?


As Ellison said, building all this wasn’t easy. If were easy, almost every other Software-as-a-Service provider wouldn’t be running on…Oracle. There are 49 SaaS and Data-as-a-Service products around social campaigns, 36 of them new.


A lot was accomplished in 2014. A lot. But there is still much work to do. Ellison pointed out that regarding the infrastructure, there’s got to be an emphasis on securing data. He says we have some clever ways of doing that. And there has to be an ongoing focus on reliability always being on the rise, and costs always being kept in check.


Keep your eye here for daily blog updates from Oracle OpenWorld 2014, and don’t forget to watch the activity on @oraclesocial.


@mikestiles @oraclesocial



Friday Sep 26, 2014

Why Oracle OpenWorld is for CMO’s and Marketers

social media marketing at OpenWorldThis year, as we head into Oracle’s biggest event of the year, Oracle OpenWorld 2014, social is a more prominent theme and topic of discussion then ever before. It’s been awhile now since the dawn of the consumer empowering social media revolution. The focus now is on developing and applying the power of technology to meet the new customer expectations in order to win and keep their business.


When social first entered the corporate picture, it was regarded largely as a novelty. Arms were folded across the C-Suite as businesses went into wait-and-see mode. Rebels and pioneers launched a brand presence on social. Interns and believers went about posting and building communities. It grew apparent that consumers actually wanted to be connected to brands as well as their friends and family.


But what did this mean? Was this a new way to get the brand’s ads in front of customers and prospects? The great “misunderstanding of social” movement began. Over time, we learned how consumers used social, why they used social, and what they wanted from the brands they voluntarily connected with on social. It wasn’t to be the recipient of a marketing megaphone. It was to build one-on-one relationships with brands that would lead to higher satisfaction. They wanted to feel special and valuable to their brands.


The tools (on top of the social networks themselves) and processes to actually facilitate such attentive, satisfying, one-on-one relationships have become the concern of a now fully invested C-suite; CMO’s with broader responsibilities, new creatures like Chief Digital Officers, Chief Experience Officers, and Chief Content Officers. Social has steered the dialogue to customer experiences and customer-centricity, which is what you’ll hear a great deal about at this year’s OpenWorld.


Frankly, from a tech perspective, not just anybody can pull this off. When you think of the integrated systems and platforms needed to:


  • Know the customer
  • Know their purchase & service history
  • Listen to what they’re experiencing in real time
  • Anticipate their needs
  • Reply to and resolve their problems in short order
  • Offer up relevant/usable content in exactly the right place at exactly the right time
  • Communicate on the right channel and the right device
  • Leverage satisfaction for customer advocacy & added marketing amplification


…you realize small players offering point solutions is a non-starter. That’s why CMO’s and marketers are finding Oracle OpenWorld more relevant to them than ever as they join their CIO and IT partners in attending. If customer experience and customer-centricity are indeed the name of the game today, such things as social marketing platforms, CRM, data, and the cloud must now be in the marketer’s curriculum.


@mikestiles @oraclesocial


Friday Sep 19, 2014

The Social Spotlight Will Shine on #OOW14

Oracle OpenWorld

Want to see an example of “busy” and “everywhere”? Then keep an eye on the Oracle Social Cloud team as they head into this year’s Oracle OpenWorld. Famous for their motto of “surely we can tackle even more,” Oracle’s top socializers will be all over Moscone, from the Social Intelligence Center in CX Central to 16+ social track sessions to live demos to comprehensive social coverage. Oracle Social Cloud will be trumpeting the social business imperative with live, interactive displays and inspiring speakers from Oracle, General Motors, Chevrolet, FleishmanHillard, Nestle, Polaris, CMP.LY and more.


If you’re bringing yourself live and in person to to OpenWorld, catch as many of these highlights as you can. But you can also “attend” from a distance if you’re a loyal follower of @oraclesocial, because we’ll be bringing you the key highlights and takeaways:


  • Social Intelligence Center: Swing by the Oracle SRM “Social Intelligence Center” in CX Central in Moscone West. We don’t know if it will literally make you smarter, but it is a real world demonstration of how the Oracle Social Cloud’s Social Relationship Management (SRM) platform serves up big data visualizations. Specifically, we’ll be watching the web and social chatter around #OOW14 using advanced analytics and deeper listening. You can see the new graphical representations of social data and global activity, get some great ideas for establishing a Social Intelligence Center at your brand, or see firsthand how the Oracle SRM platform is a mean modernizing, social management streamlining machine. And don’t forget to tweet about what you see.



  • “A Sky-High Overview: Oracle Social Cloud” with Meg Bear, Group Vice President of Oracle Social. Tuesday, Sept. 30 @ 10 and 11:45am.


  • “Show Me the Money: Building the Business Case for Social” with Holly Spaeth of Polaris; Michelle Lapierre of Marriott; Meghan Blauvelt, Nestle; and Angela Wells of Oracle Social. Wednesday, Oct. 1 @ 11:45am.


  • “Social Relationship Management: Lessons Learned from the Olympics, Super Bowl, Grammys and More” with Jamie Barbour of Chevrolet; Melissa Schreiber of FleishmanHillard; and Erika Brookes of Oracle Social. Wednesday, Oct. 1 @ 1pm.



  • “Whose Customer is this Anyway? Rise of the CCO, the CDO and the “New” CMO” with Jeb Dasteel, Oracle’s Chief Customer Officer (CCO); other C-Suite executives; and Erika Brookes of Oracle Social. Wednesday, Oct. 1 @ 3:45pm.


  • “Leveraging Social Identity to Build Better Customer Relations” with Andrew Jones of the Altimeter Group. Thursday, Oct. 2 @ 11:30am.


  • “When Social Data = Opportunity: Leveraging Social Data to Target Custom Audiences” with Michelle Lapierre of Marriott; Rahim Fazal of Oracle Social, and Molly Parr of BlueKai. Thursday, Oct. 2 @ 12:45pm.


  • “B2B Social Success: Leveraging Social Relationship Management for Leads” with Bill Hobbib of Oracle, Holly Spaeth of Polaris, and Katie Gulus of BBVA. Thursday, Oct 2 @ 2:00pm.


Want the most thorough coverage of Oracle Social’s OpenWorld activities imaginable? Then by all means go ahead and make sure you’ve friended and followed us on all our channels, including Twitter, Facebook, Google+, and LinkedIn. And subscribe to our daily Social Spotlight podcast!


If you’re there, we want YOU to contribute to our channels and share the sights and takeaways you’re getting at OpenWorld. And if you aren’t there, we want to get your reactions to what you’re hearing and reading.


@mikestiles @oraclesocial



Monday Sep 23, 2013

Oracle OpenWorld: Day 1

DataCenter of the FutureOracle OpenWorld 2013 got kicked off in fine fashion Sunday with a theme applicable both to Oracle Team USA and big data…speed. CEO Larry Ellison took the stage to much applause and proceeded to announce systems that take both query and transaction processing to unprecedented levels.


Transactions run faster on row format, analytics run faster on column format. 12c stores data in both formats simultaneously. The M6-32 Big Memory Machine is terabyte-scaled computing featuring 12 cores per processor and 96 threads.


Oracle exec Juan Loaiza demonstrated M6-32 running against 218 billion rows at 341 billion rows/second. It’s a machine perfectly suited for in-memory databases. Flip the switch and your applications runs on Oracle in-memory with no Application changes.


Ellison also announced the Oracle Database Backup Logging Recovery Appliance, designed to back up databases, not just files. It’s built for the protection of critical business data and can be housed either on-site or in the cloud, you decide.


Of course, since treasured Social Spotlight readers are primarily social marketers, such an announcement and terminology might be a tad eye-glazing…depending on just how much your CMO and marketing department has moved toward understanding the CIO and their world.


bannerBut here’s what is important to know. The ability to house, process, and execute transactions using the vast amounts of big data enterprise organizations can pull from multiple sources, including social, is not in question. That means the socially enabled enterprise will not be constrained by query/transaction capacity or speed. Enterprises will be able to act on the information customers willingly give at every touch point in a manner and at a speed that creates a bankable difference in customer experience.


We invite you to follow our Twitter handle @oraclesocial as we live tweet several insightful sessions on OpenWorld’s Customer Experience track. Tomorrow:


  • Oracle Social’s Roadmap and Vision with Tara Roberts
  • Going From Likes to Love: Unlocking the Potential of Social with Erika Brookes
  • Converting Conversations to Currency with Reggie Bradford


We’ll try to make it the next best thing to being there.


@mikestiles

Saturday Sep 29, 2012

Sneak Peak: Social Developer Program at JavaOne

By guest blogger Roland Smart

OpenWorldWe're just days away from what is gunning to be the most exciting installment of OpenWorld to date, so how about an exciting sneak peak at the very first Social Developer Program?

If your first thought is, "What's a social developer?" you're not alone. It’s an emerging term and one we think will gain prominence as social experiences become more prevalent in enterprise applications. For those who keep an eye on the ever-evolving Facebook platform, you'll recall that they recently rebranded their PDC (preferred developer consultant) group as the PMD (preferred marketing developer), signaling the importance of development resources inside the marketing organization to unlock the potential of social.

The marketing developer they're referring to could be considered a social developer in a broader context. While it's true social has really blossomed in the marketing context and CMOs are winning more and more technical resources, social is starting to work its way more deeply into the enterprise with the help of developers that work outside marketing.

Developers, like the rest of us, have fallen in "like" with social functionality and are starting to imagine how social can transform enterprise applications in the way it has consumer-facing experiences. The thesis of my presentation is that social developers will take many pages from the marketing playbook as they apply social inside the enterprise. To support this argument, lets walk through a range of enterprise applications and explore how consumer-facing social experiences might be interpreted in this context.

Here's one example of how a social experience could be integrated into a sales enablement application. As a marketer, I spend a great deal of time collaborating with my sales colleagues, so I have good insight into their working process. While at Involver, we grew our sales team quickly, and it became evident some of our processes broke with scale.

For example, we used to have weekly team meetings at which we'd discuss what was working and what wasn't from a messaging perspective. One aspect of these sessions focused on "objections" and "responses," where the salespeople would walk through common objections to purchasing and share appropriate responses. We tried to map each context to best answers and we'd capture these on a wiki page. As our team grew, however, participation at scale just wasn't tenable, and our wiki pages quickly lost their freshness.

Imagine giving salespeople a place where they could submit common objections and responses for their colleagues to see, sort, comment on, and vote on. What you'd get is an up-to-date and relevant repository of information. And, if you supported an application like this with a social graph, it would be possible to make good recommendations to individual sales people about the objections they'd likely hear based on vertical, product, region or other graph data.

Taking it even further, you could build in a badging/game element to reward those salespeople who participate the most. Both these examples are based on proven models at work inside consumer-facing applications.

If you want to learn about how HR, Operations, Product Development and Customer Support can leverage social experiences, you’re welcome to join us at JavaOne or join our Social Developer Community to find some of the presentations after OpenWorld.

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