2011 scheint das Jahr zu werden, wo Social Software und Social Media den endgültigenbreiten Durchbruch schaffen. Darum ging es auch in einem Interview, das Technorati mit Alistair Rennie, dem General Manager für IBM Collaboration Solutions, führte. Alistair leitet seit Anfang 2010 den Bereich, zu dem u.a. die Lotus-Produkte, aber auch WebSphere Portal gehören (und für deren Vermarktung ich in Deutchland zuständig bin). Hier einige interessante Zitate:
But the shift to embracing social is no longer about just blogs, wikis and tweets. Now, social software is fundamental to real work getting done. Social is fundamental to business. In 2011, we’ll see widespread adoption of social in the enterprise as organizations understand the ROI that can be achieved, accompanied by the advances in mobility.
Alistair beschreibt in dem Interview auch, wie soziale Funktionen in immer mehr Lösungen eingebettet werden – Cognos 10 ist das aktuelle Beispiel von IBM – und wie soziale Funktionen fundamental das Geschäft verändern. Deshalb hat auch der Begriff Social Business durchaus seine Berechtigung:
We see social business as a desired end state by organizations who are applying emerging technologies to organizational, cultural and process changes that will ultimately improve business performance.
In an increasingly connected global environment, we see ‚push‘ marketing via traditional channels, and control over brand image and brand communication as a thing of the past. A social business builds brand-equity through communities and dialogue, and drives advocacy and more sales through trusted relationships. It’s really all about the people.
Diese Kommentare von Alistair gehen einher mit den Prognosen, die u.a. auch Gartner für 2011 trifft. Tom Eid, Research Vice President von Gartner, sagt:
„Social software improves the connectedness of workers, promotes collaboration and helps capture informal knowledge. Social software excels in business contexts that leave room for individuals to interact informally, brainstorm, explore ideas, and encourage or challenge peers. Specific business value can be derived through customer intimacy, product/service excellence, operational effectiveness and creating innovation.
Gartner sieht eine direkte Beziehung von Social Software-Angeboten als Software as a Service (SaaS) in der Cloud und Enterprise Social Software mit deutlichen Umsatzzuwächsen in 2011. Insbesondere für den Mittelstand seien solche Angebote eine sehr valide Alternative. Nicht umsonst hat Gartner Social Software auch unter die Top 10 Trends für 2011 aufgenommen:
Social Communications and Collaboration. Social media can be divided into: (1) Social networking —social profile management products, such as MySpace, Facebook, LinkedIn and Friendster as well as social networking analysis (SNA) technologies that employ algorithms to understand and utilize human relationships for the discovery of people and expertise. (2) Social collaboration —technologies, such as wikis, blogs, instant messaging, collaborative office, and crowdsourcing. (3) Social publishing —technologies that assist communities in pooling individual content into a usable and community accessible content repository such as YouTube and flickr. (4) Social feedback – gaining feedback and opinion from the community on specific items as witnessed on YouTube, flickr, Digg, Del.icio.us, and Amazon. Gartner predicts that by 2016, social technologies will be integrated with most business applications. Companies should bring together their social CRM, internal communications and collaboration, and public social site initiatives into a coordinated strategy.
Hier eine Gegenüberstellung der Gartner Trends 2010 und 2011:
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