I gave the closing keynote to Enterprise Digital Summit Paris 2016 earlier this month to explore today's building blocks in creating a truly digital organization. People are the most important building block, but after that it's the key components of digital workplace, digital business, and the transformation it takes to get there. Lastly, we need a platform for change at scale. I increasingly believe that is online communities of change agents.

1. 7SUMMITS
Building Blocks for the Enterprise
of the Digital Age

2. 7SUMMITS
1) Digital Trends
2

3. ‹#›
Digital Disruption is Here Now: Evidence of Urgency

4. ‹#›
Failure to Adapt to Technology Conditions the #1 Threat
Average Corporate Lifespan Has Fallen Dramatically As a Result

5. ‹#›
How Traditional Change is Untenable And Why New Models are Needed
Today: Slow linear tech change by doing it all centrally
Tomorrow: Fast
exponential change by
enlisting broader
networks (people and
3rd parties at scale) to
adopt, adapt, and
transform
The Dislocation Most
Organizations Are
Heading Towards
rateofchange
increasing headwinds as legacy baggage
slows change
Ideal change rate that more
closely matches market’s
change rate
by Dion HinchcliffeFrom http://zdnet.com/blog/hinchcliffe on

6. ‹#›
Today’s Digital Vision Consensus
Access
Customer Engagement Style
Empowerment
Touchpoints
Engagement
Reactive Proactive->
From To
Traditional Consumerized->
Corporate Solutions Self-Actualized->
Fragmented -> Integrated
B2B, B2C B2Community->

7. ‹#›
The Rise of Customer Experience Management (CEM) vs. CRM
Today, CEM is a Digital-First Activity

8. ‹#›
Motivation: The Strategic Value of Investing in Digital Customer Experience

9. ‹#›
Data Shows Loyalty Leaders Invest in Customer Experience

10. ‹#›
Digital Marketing Priorities for 2016
Source: SmartInsights, February 2016

11. ‹#›
State of B2C Social Engagement by Industry in 2016
Source: SmartInsights, February 2016

12. ‹#›
Mobile is the Engagement Platform for the Future

13. ‹#›
The Internet of Things: Everything Is About to Be Connected
Top Issues:
Standards
Security
Data Volume

14. ‹#›
We’ll Engage with “Smart Everything” Soon: AI and Conversational Interfaces

15. ‹#›
Bots Will Be On the Front Line of Engagement, For Better or Worse

16. ‹#›
A 2016 Imperative: Building and Controlling Open Digital Business Platforms

17. ‹#›
The Current State: Social Business
• The use of open sharing and participation at the
core of how we work with our stakeholders and
manage our organizations
• And explicitly taking advantage of the rules (power
laws) that make digital networks uniquely powerful
• Aimed at business objectives
• Usually through social tools
• Creates or leaves behind more value at each step
in the process
• Works best with new technology
• And new thinking
• But leading companies are now
reaping major benefits today
• Estimated to be a $23 billion industry by 2019,
growing at an impressive 26% annually.
Source: Technavio
Local Social Business Strategy
social business committee/
center of excellence
Local Social Business Strategy
Local Social Business Strategy
coordination,
cross-pollination,
best practice capture,
support,
governance
Social Business Strategy
global
agile & iterative
organization

18. ‹#›
New Data on Where
Social Business Value Lies
• On average half of social business
stakeholders say social tools have
better enabled digital activities
• But some areas are particularly high
value
• Order to cash
• Demand planning
• R&D
• These are not areas that most focus
on with social business.
Source: How social tools can reshape the organization, McKinsey, May 2016

19. ‹#›
What Social Business Participants Think Will Happen Next
Source: How social tools can reshape the organization, McKinsey, May 2016

20. ‹#›
Bottom Line: Less Fixed Everything, More Dynamic Connected Change
Source: GCHQ’s Boiling Frog Report, May 2016

21. 7SUMMITS
2) Building Blocks
21

22. ‹#›
"Digital is not the big breakthrough. It's the change in people's behavior."
- Gabriele Maltinti

23. ‹#›
The key: Digital engagement is a single connected continuum…
Social Businessenterprise ecosystem
customers +
world
business partners
workers
integrated vision
intranet
extranet
Internet
…with people as the fundamental building block

24. ‹#›
Where This Pervasive Connectedness Is Taking Us: Ecosystems

25. ‹#›
So Communities Are The Construct…
• Hierarchies,
bureaucracies,
other methods
of control have value
• But we’ve
discovered that self-
organizing groups of
people are the single
most powerful
human construct
- Open Source
- Facebook, etc.
- Blockchain
Tenet #1: Anyone can participate.
Tenet #2: Create shared value by default.
…Because They Have Most Scale, Diversity, and Connectedness

26. ‹#›
Key Digital Insight: More Connectedness = More Shared Value
team-based
department
scale
enterprise
scale
ecosystem
scale
crowd
scale
• Anyone can participate
• Formal social capital (connectedness) is
accumulated for later leverage
• Contributions are visible and shared by
everyone (network effects by default)
• Collaborative scenarios are able to and
encouraged to scale
• Enabling diverse participation is a core
design value
• Emergent outcomes possible and much more
likely
High Connectedness, Scale, Diversity
Low Connectedness, Scale, Diversity
• Upfront assumptions on who can participate
• Social capital usually not possible or
encouraged
• Contributions mostly shared by initial
participants
• Not optimized for scale
• Diversity not a central design parameter
more social,
more open,
more strategic,
more shared value,
more emergent
#social media
#community
#forums
#ESN
#CMS/DMS/ECM
#intranets
#portals
#messaging
#uc
#email

27. (cc) 2016 7Summits, LLC | Creative Commons. Some Rights Reserved. | @dhinchcliffe
7Summits LLC
Building Blocks: Comparing the Types of Collaboration and Engagement
27
E-mail
IM/Chat/UC
Wikis
Blogs
ESN
Community
Scale
1000s
10s
10000s
100000s
100000s
1000000s
Open, Visible,
Shared with All
No
Maybe
Yes
Yes
Yes
Yes
Only w/ Who Is
Invited
Yes
Probably
No
No
No
No
Needs New
Digital Skills*
No
No
Maybe
Maybe
Yes
Yes
Works Best w/
Community
Managers
No
No
Sometimes.
Sometimes.
Yes
Yes
* = Working Out Loud,
PKM, etc.
Interrupts
Work
Yes
Yes
No
No
No
No

28. ‹#›
We’ve Learned to Let The Network Do The Work....
THE CORE DIFFERENCE BETWEEN EARLIER GENERATIONS OF COLLABORATION

29. ‹#›
Using Community At the Center of Work

30. ‹#›
Wirearchy
Social Business
Emergent Management
Theories, Methods for
Modern Leadership in the
Digital Age
blogs
wikis
enterprise social
networks
social CMS
unified
communications
online communities
IM/Chat
e-mail groupware
collaboration suites
digital organization
support tools
chronologicalevolution
Social Technology for
Mass Collaboration and
Self-Organization
•Inspire•Enable•Empower
crowdsourcing
•Re-imagine
•Transform
•Improve
Core Institutional
Business
Practices
leadership
management operations governance
hiring budgeting resource allocation
project management
product development
marketing and sales
All of This Is Leading Directly to New Ways to Manage and Work

31. ‹#›
WHAT PEOPLE DO IS WHAT DEFINES DIGITAL ENGAGEMENT
Digital Engagement Value Chain

32. ‹#›
Also Giving Rise to The Collaboration Paradox
32
“The More Tools We Have, The Less Connected We Seem”

33. ‹#›
What the Collaboration Landscape Really Looks Like
33

34. ‹#›
And Everyone Is A Collaboration Expert Now
Shadow
C
ollaboration
For Better Or Worse

35. ‹#›
A Larger Scale, More Nuanced Solution
point-to-point
team, department,
project
enterprise-wide
all stakholders,
internal and external
Hub
B
Hub
A
A Multilayered Collaboration Strategy
supporting
layer
App
A
App
D
App
G
App
F App
H
App
E
App
C
App
B
App
I
search
compliance
analytics
records retention
backup security
community management governance
a mass collaboration
platform, such as ESN
or online community
that integrates well
a team-scale
collaboration
platform that
integrates
well
Customers
Partners

36. ‹#›
Ultimately, Orgs Will End Up Connecting All These Communities

37. ‹#›
Thus Digital Transformation Requires Enlisting the Full Organization…
…And Community is The Best Platform for Broad Change at Scale
Source: Dion Hinchcliffe, 7Summits

38. ‹#›
Companies Must Build a Scalable Digital Metabolism for Change

39. ‹#›
Companies That Change Nature of Supply, Demand Have Best Chance
2016

40. ‹#›
One Key to Results: Holistically Organizing for Digital Transformation

41. (cc) 2016 7Summits, LLC | Creative Commons. Some Rights Reserved. | @dhinchcliffe
7Summits LLC
41
Building Blocks for
Workforce
Engagement

42. ‹#›
Building Blocks for Digital Business

43. (cc) 2016 7Summits, LLC | Creative Commons. Some Rights Reserved. | @dhinchcliffe
7Summits LLC
Content and Conversation
Digital Engagement Building Blocks: A Traditional View
43
People
Marketing ContentBrand Assets SEO SEM Digital Ads Social Participation Communities Advocacy
Programs
Experience Channels
Web sites Microsites Ad Networks Mobile Apps Social MediaE-mail Contact Center VR
Experience Management
Policy Management Analytics
Automation
Value-Added Functions
Personalization Customer Journey Mapping
Design Thinking Creative Design
UX
Push
Control &
Value
Organization
No Co-Creation Org Does All The Work

44. (cc) 2016 7Summits, LLC | Creative Commons. Some Rights Reserved. | @dhinchcliffe
7Summits LLC
Standing It On Its Head: The Marketplace Leads Engagement & Value Creation
44
Content and Conversation
Marketing ContentBrand Assets SEO SEM Digital Ads Social Participation Communities Advocacy
Programs
Consumers
Experience Channels
Web sites Microsites Ad Networks Mobile Apps Social MediaE-mail Contact Center VR
Experience Management
Policy Management Analytics
Automation Personalization
Value-Added Functions
Customer Journey Mapping
Design Thinking Creative Design
UX
Pull
Control &
Value
Organization
Architecture of ParticipationPlatforms for Co-Creation

45. (cc) 2016 7Summits, LLC | Creative Commons. Some Rights Reserved. | @dhinchcliffe
7Summits LLC
Conclusion: Digital Change Works Best with a Platform
45

46. (cc) 2016 7Summits, LLC | Creative Commons. Some Rights Reserved. | @dhinchcliffe
7Summits LLC
Digital Lessons: What Worked in the Past, Won’t Work in Exponential Era, So…
46
Let the Market Do the Work
Decentralize Innovation, Growth, & Scale
Leverage the Power Laws (i.e. Network Effects)
Accumulate Social Capital for the Long Haul
Fast Forward Past Cultural Blockers
Seek Opportunity, But Don’t Chase Fads
• Earned/Owned Marketing
• Advocacy Programs
• Support + R&D Communities
• Open APIs and Hackathons

47. (cc) 2016 7Summits, LLC | Creative Commons. Some Rights Reserved. | @dhinchcliffe
7Summits LLC
Most Of All, Don’t Forget: Digital Transformation is About People
47