Enterprise IT + Social Media + Cloud Computing = the Future

Updated: April 12, 2010

First, IT consultancy Hinchcliffe & Co. was acquired by Dachis Group. This mashes up Dachis's "social business design" professional services offerings with Hinchcliffe's Enterprise 2.0 architecture, methods and implementations.

The merger shows that social media-enabled business activities need the full involvement of core IT, and that IT has a new and increasingly important role in designing how corporations will find, reach, connect to and service their customers, partners, suppliers -- and the various communities that surround them all.

Terms of the sale for both of the privately held firms was not disclosed, but Hinchcliffe founder and Dion Hinchcliffe told me he'll be helping Dachis Group harness the efficiencies and reach of social media through Enterprise 2.0 for global 2000 corporations.

As he sees it (and I agree), the ability for IT to use rich Internet application technologies, SaaS, cloud, SOA, business intelligence, social-media driven end-user meta data -- all leveraged via SOA integrated, governed and automated business processes -- are changing the nature of business. Companies now know that they can (and should) do business differently, but they don't yet know how to pull all the services and parts together to do it. Same for marketing execs.

Time for IT and marketing to get to know each other better. IT organizations and Enterprise 2.0 methods are increasingly aligned to integrate and leverage the traditional IT strengths with the best of the web, social and marketing. Doing an end-run around IT for advanced marketing is a stop-gap measure, the real solution is bringing IT and web/social/marketing together.

You can't have meaningful and scalable social business strategy at global 2000 firms without the firm hand of IT, newly endowed with modern architectures and tools, on the tiller. A firm like Dion's makes that essential but so far rare connection between the IT culture and the social media marketing pioneers.

"This gets us poised for what happens next: The coming half-decade is going to be a tremendously important and exciting one in the business world as organizations look to fundamentally retool for the 21st century, an era that has quite different expectations and requirements around business and how it gets done," said Hinchcliffe.

The Dachis Group, founded by Jeff Dachis (former Razorfish CEO) in 2008 and well-funded by Austin Ventures, is growing quickly and doing considerable acquiring, including Headshift Ltd. last year. Dion will join as Dachis as senior engagement manager, reporting to Peter Kim, managing director of North American operations.

Another indication of this mega mashup between technology and social media: Salesforce.com's expansion of the private beta testing of its Salesforce Chatter, a Facebook-style social networking platform for enterprises and SMBs. And now AppExchange 2, the next generation of Salesforce's enterprise app storefront, will includes a "ChatterExchange" for social networking business apps.

I saw a demo of Chatter last month at Salesforce headquarters is San Francisco. It has the potential to do what Google Wave does only better, and more targeted as business functions. If I were Lotus, I'd be concerned.

Featured Research
  • The New 2017 Phone Systems Comparison Guide

    It was a painstaking process, but to help B2B companies start 2017 off on the right foot, we recently compiled a comparative list of the top 34 business phone vendors in the world. In one, easy-to-reference location, we’ve neatly outlined the information you need. more

  • Best Practices for Contact Center Quality Assurance

    A contact center often brings about a prospect’s first real-time interaction with your company. As such, if it’s not a positive one, they’ll likely look elsewhere for help. With 69% of Americans more inclined to recommend a company to friends and family after a positive customer service experience, you’ll need to exceed expectations on the following fronts. more

  • How to Make Your Contact Center More Efficient

    There’s a very good chance that your contact center is underperforming. With consumer preferences continuously changing, strategies that were once effective now result in too many unsatisfied customers. Fixing this problem involves reviewing your current procedures and optimizing them to drive better results. more

  • 8 Common Pain Points UC Eliminates

    Many businesses rely on a collection of communication tools that they adopt to address specific needs as they arise. This strategy may seem to work in the beginning, but eventually will lead to a system that is cumbersome to use, difficult to explain to new hires, expensive, and effective in some areas, but full of gaps. more

  • Your Guide to Social Customer Service

    Did you know that 67% of online consumers have used social media for customer service purposes?Unfortunately, many businesses ignore social mentions because they don’t know how to handle them appropriately. This is a problem because managing and responding to these mentions can make or break your brand. more