Jive and Radian6 Partner: Great For Business, But Could Fragment IT Systems

Altimeter Group Logo Left Image: Companies can monitor and manage the discussions in their marketplace, screenshot of Jive Market Engagement

This post was collaboratively written on a wiki with my colleague R “Ray” Wang who focuses on enterprise strategies such as CRM. My focus is on customer strategy which encompasses social technologies. Together, we’re covering convergence of the emerging and incumbent technology systems, he’s cross-posted on his own blog.

Summary: Jive Offers Brand Monitoring Using Radian6 –Empowering Companies To Quickly Respond
Jive Software made an announcement that they’re now incorporating listening service Radian 6 into their community platform suite, they dub it Jive Market Engagement. This gives internal teams that manage brands, topics, or influencers to discuss, manage, and assign tasks to follow up with real world –and real-time market events. An example? A company selling headache relief medicine can quickly be alerted to conversations with mommy bloggers in the social sphere, discuss in an internal, private community powered by Jive, then decide on how to quickly take action before it escalates.

Currently, companies are doing this in a mish-mash of manual efforts using scraped together RSS feeds, Google alerts, and Twitter clients. The benefits of this partnership? Companies can now become more organized around the real-time web, develop a process to quickly respond and therefore be more reactive to customers. Yet, despite the automation upside to brand and customer management, this causes yet another disparate pool of customer data that IT departments will have to splice together –potentially giving customers a fragmented view. Companies should nod to this latest trend of social business software converging with existing company systems and develop an information strategy.

Macro market forces foster new trends in adoption and risk:
Despite this announcement, there are greater trends at play that impact both business and IT side, be aware that:

Diverse systems converging, resulting in greater speed but more complexity
The push to improve customer intimacy, move to a proactive customer experience, and convergence of Web 2.0 with enterprise class social business apps, drives new models and solutions. We’re tracking this living breathing reef and see social software, CRM, brand monitoring, email, and mobile quickly converging.

More “CRM” features being deployed, without involving the CIO
Jive’s offering is really a customer relationship module in disguise, yet because of the web based offering, marketing can implement this psudo-CRM solution without involving IT. We continue to see technology adopted from business units -often at the frustration of not getting on the IT roadmap during budget tightening times.

Greater exposure to risk, as more siloed customer information fragments enterprise systems
Being responsive to customers is ideal, but in the long run, it’s not truly effective if you can’t integrate it with your sales, service, or marketing systems. In the end, fragmenting customer data will result in disjointed user experiences for customers as separate departments will have disparate data for each customer.

Recommendations:
Jeremiah (business side) and Ray (IT side) come from completely two different worlds’ speaking two different languages. Yet they both know that these new technologies are going to force IT and Marketing to quickly come together. Expect to see more joint-blog posts merging these two groups together, because customers don’t care what department you’re in –they just want their problems solved.

Ray’s Take: For the CIO
Expect a proliferation of social media monitoring solutions to emerge with a tie back to CRM, eCommerce, project based solutions, and collaboration software. Disparate sources will create fractured customer experiences. Single 360 degree view must be assembled and reassembled.

  1. Find tools to aggregate these new channels and sources. Consider how these new social business software platfrms will integrate back into data warehouses or customer interaction histories.
  2. Focus on data integration skill sets as process, data,meta data across hybrid deployment models.  Data integration and master data management will play a role here.

Jeremiah’s Take, For the CMO
Marketers should continue to be responsive to the real-time web, but quickly develop processes that involve other customer touchpoints such as support, service, and product development into the mix

  1. Don’t limit your responses to the corporate communication team and brand monitoring team –cascade this information quickly. While the discussions that will be had in Jive’s community platform will help to aid the customer triage problem, be sure to tie the process and data back to other customer facing teams. Remember, customers don’t care which department you are in.
  2. Use imported social data to create topic based aggregations. Looking forward, use the data that brand monitoring companies are unearthing and turn your product pages into trusted aggregations of conversations –not just static product pitches. Learn how future webpages will be more like collections of customer conversations.

Related Resources

The Altimeter Group is a strategy consulting firm focused on providing companies with a pragmatic approach to emerging technologies. Note: Ray had a minor changes and links added, which I’ve updated since original post.