Last week, Jive announced it was being acquired by Aurea, which would make Jive part of the Aurea customer experience management platform. Whether the deal is good news for Jive and its investors, only time will tell, but it is certainly great news for the social software market, especially for online communities.
First, as noted by Rachel Happe at Community Roundtable in a TechCrunch article “The social software market has gotten much, much bigger and Jive was facing competition from both bigger players and small niche players, without the benefits that either provide.” That is to say, Jive struggled because the demand for new capabilities grew beyond what Jive was delivering.
Second, and perhaps even more important, what enterprises are looking for in an online community has matured. Original social software efforts focused more on bringing consumer-style social media to enterprises than on really understanding how enterprises needed to transform social strategies to meet the very specific goals of customer and employee engagement.
The latter is what is happening today. When it comes to engagement, enterprises need very specific capabilities in order to track, manage, unify and improve the customer and employee journeys. Further, the ability to provide highly personalized experiences, content and interactions makes engaging with the community far more valuable for members by helping them reach their specific business objectives.
Finally, in the TechCrunch article, writer Ron Miller suggests the acquisition represents “the official end of the Enterprise 2.0 era.” If that’s true, then what does Enterprise 3.0 look like? If Enterprise 2.0 was characterized by adding social forms of communication to replace email – an important but incremental advance – then 3.0 will be characterized by the recognition that “the community is the company.” It’s not just about how we communicate. It’s about how we relate, how we hire, how we sell, how we support. It’s where a comprehensive management layer, nuanced customization, the ability to create subgroups and project spaces, and more will enable enterprises to encourage deeper levels of engagement and learn from the way customers, partners and employees interact both as groups and one-on-one – and where executive management can participate directly in the discussions. And it’s how we will enable data to flow seamlessly among enterprise platforms and point solutions, such as BI tools, learning management and social listening, in one extended enterprise ecosystem with the customer at the center.
At Higher Logic, we’re very excited to be making this future a reality. Do you have other ideas about what Enterprise 3.0 will look like? Let us know in the comments below.