I just read Kate’s post on today’s announcement about Dachis Group acquiring Powered. I had to chuckle, because those of us in that “alternate universe, E20” used to think the same about the social media space. In fact, I joked to Peter Kim this year at the Enterprise 2.0 Conference in Santa Clara, “How does it feel not to be a celebrity?” I feel the same way at SXSWi. (Truth is, I didn’t even go last year.)
But, Kate is correct, the world is changing and fast. Every day one of our Council members, who’ve historically come from an E20 orientation – what we at Dachis Group refer to as “Workforce Collaboration” – is being asked to help out with the enterprise social strategy whether that means social media initiatives, connecting to suppliers, or partners. Some of our members have relocated entirely out of IT and into Marketing (who wouldda thunk?). And it’s not just IT and Marketing driving these initiatives, either. Social is touching every business unit in the organization.
I caution all our members to keep their eye on the bigger picture. The Council is expanding to embrace all facets of social business. Going forward, it will not be possible to separate where social media initiatives begin and e20 ends. And, every customer will tell you they rarely use any jargon when they’re presenting business cases to their executives. The language they use is rooted in the benefits of social collaboration, not the features. This is typically different for every company too, and becoming more and more strategic.
This next phase of the evolution of the social business market is about integration. Social Integration of people, process, and technology. Integration of Work, Society, and Technology. Integration of the past with the future. It’s all good, and it’s why I’m particularly thrilled to be a part of a company executing with precision on that vision.