Review each of the following and connect them with the objectives of your business or organization:
Spend time reading Esteban Kolsky’s blog (http://www.estebankolsky.com/), and in particular search for and read the entries on “analytics engines.” As a handson exercise, create a plan for integrating social analytics into your operational (not marketing) processes.
Review Kaushal Sarda’s 2010 InterOp Mumbai presentation on slideshare. The easiest way to find this is to visit slideshare (http://www.slideshare.com) and search for “Kaushal Sarda.” In the InterOp presentation, look at the product innovation cycle and map this onto your business and identify the specific areas or functions within your business that contribute to innovation. Think about the Bengaluru International Airport example as you do this. How can you “design in” the experiences you want your customers or stakeholders to talk about?
- Visit Socialtext (http://www.socialtext.com) and watch the short videos that show you how this product is used inside an organization. As a hands-on exercise, use that information combined with visits to additional collaboration tools to create and present to your team a survey of enterprise collaboration tools, tying them to your business.
Apply what you’ve learned through the following exercises:
- Visit with the IT, Marketing, or Operations teams that use your existing CRM data. Explore ways of incorporating social data into these processes, and connecting that information to your business or organization.
- Building on your exercises in Chapter 1, define one or more internal collaboration points based on what you discovered in exercise 1, above.
Building on your exercises in Chapters 2 and 3, create a Workflow path for social data (e.g., conversations) that carries this information to the points inside your organization that can act on it. Include a method for tracking results.