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enterprise social media
software
tool, Yammer (Figure 1.6).
Social commerce
A subset of e‑commerce
which encourages
participation and
interaction of customers
in rating, selecting and
buying products through
group buying. This
participation can occur on
an e‑commerce site or on
third‑ party sites.
Digital business
(digital business)
How businesses apply
digital technology and
media to improve the
competitiveness of their
organisation through
optimising internal
processes with online and
traditional channels to
market and supply.
Intranet
A private network within
a single company using
Internet standards
to enable employees
to access and share
information using web
publishing technology.
Enterprise social
media software
Systems used inside
organisations to enable
real‑ time collaboration
between employees
and other stakeholders
such as customers and
suppliers to support
business processes
such as customer
service, supply chain
management and new
product development.
Collectively these tools
are sometimes referenced
as Enterprise 2.0.
Figure 1.5
The relationship between intranets, extranets and the Internet
Internet
Marketing
Extranet
Marketing / purchasing
Intranet
IT Dept
Intranet
Company
only
The
world
Suppliers,
customers,
collaborators
Suppliers,
customers,
collaborators
The
world
Extranet
The Internet
Mini Case Study 1.2
The Suncorp financial services group manages 25 brands in Australia and New Zealand spanning banking,
insurance, investment and superannuation. Suncorp has over 219,000 shareholders, over 16,000 employees
and around 7 million customers.
Suncorp has used enterprise social networking tool Yammer to help geographically dispersed people
and teams to connect, share, discuss and innovate. It has also helped Suncorp create a culture where col‑
laboration is more natural by enabling people to interact online in an open, informal and transparent way.
Suncorp implement an internal social network
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16
Part 1 Introduction
Within a matter of months, Yammer membership grew from a handful of early adopters to over 1,700 users
and continues to grow.
Jeff Smith, Suncorp, the Chief Information Office of Yammer, explains the benefits as follows:
Yammer has enabled us to harness the wisdom of our people who are spread across multiple teams, geog‑
raphies and brands to help achieve our purpose of delivering business solutions for competitive advantage.
Brian Robbins, Chief Marketing Office (CMO), added:
We recently signed up for Yammer and are seeing it spread virally among our employees. It is helping
us accelerate collaboration and internal communications across our 20,000 employees in 300 offices in
30 countries. We’re seeing all kinds of serendipitous connections across projects, cultures and time zones.
The benefits of applying a tool like Yammer to Suncorp can be summarised as:
●
Increased informal knowledge flow across the organisation through microblogging.
●
Overcome barriers to collaboration, providing instant connection for people, teams, informal networks,
communities of practice and other shared interest groups.
●
Improved alignment between executives and employees by use of broadcast message to communicate
messages and quickly crowdsource to get ideas, suggestions and answers to questions.
●
Helped stimulate greater sharing and discussion amongst common role groups, e.g. developers, architects
and testers.
Source: Adapted from Yammer (2010).
Figure 1.6
Yammer Enterprise social media tool (www.yammer.com)
Source: www.yammer.com.
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Chapter 1 Introduction to digital business and e‑commerce
If access to an organisation’s web services is extended to some others, but not everyone
beyond the organisation, this is an
extranet
. Whenever you log on to an Internet service
such as that for an e-retailer or online news site, this is effectively an extranet arrangement,
although the term is most often used to mean a business-to-business application such as the
Shell SIMON capability described in Case Study 6.1 where certain customers or suppliers are
given shared access. We look at examples of intranets and extranets in Chapter 3, including
the Dell Premier extranet.
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