Unstoppable: The Rise of Enterprise 2.0

Feature Article | April 13, 2011 by Daniel Hardt

Walter Köhler hit all the right notes on the subjects of social media and mobility (photo: Daniel Hardt)

Walter Köhler hit all the right notes on the subjects of social media and mobility (photo: Daniel Hardt)

On the second day of OpenText Content Days, it fell to Walter Köhler, OpenText’s vice president of global services for the EMEA region, to get things underway. Following a brief musical interlude to commemorate the birthday of Detlev Leger – vice president of EMEA sales at OpenText – it was time to delve into the key topics of the cloud, mobility, and social media.

The prevailing focus of the event was social media and how to use them while on the go, with aspects of the cloud more along for the ride than driving the presentations. As a provider of document management software, OpenText naturally took the opportunity to relate these subjects to enterprise content management (ECM).

A further opening presentation dubbed “Enterprise 2.0: Going Mobile” used videos to show how “conventional” working methods can lead to delays, inefficiency, and lost business. OpenText employees then reenacted the scenes using modern technology and software for improved results.

Collaboration by smartphone is making it possible to obtain necessary data in short order. Today, customers marvel at presentations held with tablets, and offers and invoices take almost no time to create. The microblogging tool Pulse, for example – available free of charge to owners of OpenText ECM Suite – can be used to gather information, while OpenText Everywhere makes data accessible on mobile devices.

Next page: Three steps to Enterprise 2.0

Tobias Mitter and the icons of Web 2.0: Mark Zuckerberg and users themselves (photo: Daniel Hardt)

Tobias Mitter and the icons of Web 2.0: Mark Zuckerberg and users themselves (photo: Daniel Hardt)

Three steps to Enterprise 2.0

CEO Tim Miksa and social workspace consultant Tobias Mitter of netmedianer GmbH – a social media consultancy and OpenText Premier Partner – were also on hand to discuss the subject of internal and external dialog with social ECM.

According to Miksa, companies should approach this topic in three steps:

  1. Make knowledge and experts accessible, and establish an environment in which the sharing of knowledge is not only possible, but encouraged.
  2. Promote dialog and area-specific networking across departments.
  3. As soon as companies have a handle on their own social media activities, they can extend their dialog to outside entities.

Companies that start with external communications often attract negative attention in the online social community by, for example, heaping praise on their own products. According to Miksa and Mitter, it’s better to create a business case with clear objectives that can be communicated internally and which corresponds to the company’s style. An organization can then align its dialog toward greater customer satisfaction through improved support or product innovations based on customer feedback.

The focus here is not on technology, but on people. By reducing friction, companies can achieve tangible results: For example, 77% say they can now access relevant knowledge up to 30% faster.

Miksa and Mitter presented a marketing scenario to illustrate the advantages of this principle. Instead of issuing marketing materials to sales employees by mass-mailing a PowerPoint file, companies can now simply post the presentation to a sales group on a social network. The corresponding notification can then be pushed to the group’s members. Feedback posted to the group is thus visible to everyone rather than just the original sender, encouraging interaction.

The game is changing

Mitter also presented three “game-changers” projected for 2011. Each is closely connected to social media and charts a course for the future of software use.

  • Gamification: Engaging mechanics will continue to gain importance beyond the finger-swipes now common in the use of smartphones and tablets, forcing a corresponding evolution in software development. Foursquare, which motivates users to explore their surroundings by offering competitive rankings and achievements, is at the forefront of this movement.
  • True mobility: Geolocalization and the combination of documents and location-based information are seeing more frequent use. Such technologies are already part of the everyday work of some field service technicians.
  • Sentiment analysis: Semantic examination of online communities based on positive and negative statements regarding certain topics is on the rise. Tweetfeel is a simple example of this trend, with WE twendz pro on the more complex end of the spectrum.

Next page: Engagement solutions for marketing

Jaqueline Saayman spoke about changes in the marketing mix (photo: Daniel Hardt)

Jaqueline Saayman spoke about changes in the marketing mix (photo: Daniel Hardt)

A system of engagement in marketing

Jaqueline Saayman, head of EMEA marketing at OpenText, discussed topics closer to her company’s product portfolio. She explained the significance of social media in marketing in terms of a transition from a “system of record” to a “system of engagement.” Rather than merely collecting data, today’s business world constantly generates it in an ongoing dialog with customers.

In addition, the changes observed in customer behavior go hand-in-hand with changes in the marketing mix. Saayman described current customers as so well-informed that 70% make purchase decisions before even contacting the corresponding sellers. In inbound marketing, nonpersonalized e-mail is losing importance, while online marketing is generally becoming more vital.

According to Saayman, companies need to achieve real-time, end-to-end collaborative communication both internally and externally – starting with the optimization of internal processes.

OpenText’s Engagement Solutions are entwined in its marketing concept (photo: Daniel Hardt)

OpenText’s Engagement Solutions are entwined in its marketing concept (photo: Daniel Hardt)

Engagement Solutions

This is where the Engagement Solutions in OpenText ECM Suite 2010 come into play, offering scalability and compatibility with compliance requirements.

  • Digital Asset Management: Aids in generating, managing, and distributing rich media content through various channels.
  • OpenText Social Communities: Intensifies customer contact and retention through the creation of blogs, wikis, and forums, thus establishing communities and supporting campaigns.
  • OpenText Communities of Practice: Links cross-functional teams and projects through social media.
  • Semantic Navigation: Connects OpenText Content Analytics with information retrieval technologies; target groups receive content based on semantic analysis. Meanwhile, this cloud-based tool also offers improved measurement of how long visitors spend on certain Web sites, as well as mood and reputation analysis on intranets and the greater Internet.

For Saayman, the building blocks of successful marketing include uniform support through multiple channels and the creation of social intranets with profiles similar to Facebook. She described an idea lab where users can brainstorm with one another as one such possibility. Combined with OpenText’s Engagement Solutions, Saayman stated that all of this can help bring customers, partners, and employees together and design holistic marketing campaigns.

Saayman cited further tools, including the aforementioned OpenText Pulse for microblogging and activity feeds, OpenText Everywhere, and StreamServe Document Management. The latter solution oversees customer data for invoicing and aids in cross-selling, upselling, and implementing special offers for loyal customers. It also enables users to add personalized information to invoices.

Next page: Road map for ECM and SAP

A look at what’s ahead for ECM and SAP, including plans and innovations (photo: Daniel Hardt)

A look at what’s ahead for ECM and SAP, including plans and innovations (photo: Daniel Hardt)

Road map for ECM and SAP

Andreas Engel of SAP AG and Michael Cybala, head of product management for SAP solutions at OpenText, held a joint presentation of what’s in store for SAP in the world of ECM. Since OpenText ECM Suite and SAP ERP have grown separately, Engel and Cybala emphasized the general need for more vertical integration of the suite into business processes: There are still documents that can’t be used from within operative applications, and redundant data storage harbors its own problems.

To users of Livelink and SAP Document Access by OpenText, the two recommended SAP Extended Enterprise Content Management (SAP Extended ECM) by OpenText. This application serves as an integrated platform compatible with Microsoft SharePoint, and Engel and Cybala also highlighted the mobile access it provides.

SAP Travel Receipts Management by OpenText

New within OpenText ECM Suite for SAP, meanwhile, is SAP Travel Receipts Management by OpenText – part of SAP Document Access by OpenText. Able to process faxes, barcodes, e-mail, scanned documents, and mobile devices as source of input, the application also supports integration with SAP Travel Management and comes with a self-service scenario (including thumbnails).

Additional functions are scheduled to arrive in Q1 2012, such as automatic classification of receipts, automated data output, mobile receipt entry, and standardization for credit cards and an e-receipt buffer. OCR integration is also planned.

SAP Document Presentment by StreamServe

SAP Document Presentment by StreamServe turns documents into instruments for sales and marketing in various industries, making it possible to automate the creation and dispatch of business correspondence – even in personalized form.

By Q4 2011, this application is to offer interactive communication management and integration with both OpenText Archive and SAP Customer Relationship Management. Users of SAP CRM should then be able to generate personalized documents based on templates, edit and drag-and-drop text elements, and review and approve documents.

Portal content management planned

While no completion date has been set, Web content, document management, and collaboration are expected to be integrated with SAP NetWeaver Portal and enterprise workspaces.

German Armed Forces using SAP Extended ECM by OpenText

The German Armed Forces manages its vehicle fleet using vehicle records based on SAP Extended ECM by OpenText and OpenText Email Management for Lotus Notes. While the Bundeswehr’s efforts to modernize its IT are far from finished, they do appear to be on the right track.

Meanwhile, further process optimizations for these vehicle records are also in the pipeline. Following their presentation, SAP.info spoke with Christian Fink and Kiumars Farhur of Bundeswehr Fuhrpark Services on the project’s current status and outlook.

Stay tuned for this interview right here on SAP.info.

The different elements of SAP Document Presentment by StreamServe (photo: Daniel Hardt)

The different elements of SAP Document Presentment by StreamServe (photo: Daniel Hardt)

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