Earlier this year, I attended an Accenture event for Silicon Valley founders discussing social within the enterprise. I just realized I hadn't posted my video of the event.
Here's the transcript: Kelly Demspki, partner at Accenture, talks about social within the Fortune 2000
Speaker 1: To put this a little bit in context, if you think about Accenture and our clients, most of you probably know, we’re a global company. We have clients in about 120 countries. We’re about $25.5 billion in revenue. We essentially work in management consulting, which is my area, technology services and outsourcing as well as business process outsourcing. So our clients are essentially the Forbes Global 2000, plus about another thousand very large enterprises and government agencies and organizations. So that’s the context if you think about the kinds of issues we think are relevant to those kinds of organizations.
Kelly’s a partner [inaudible] San Jose office. In addition to working on the vision, he leads our enterprise social media innovation center in San Jose. [Inaudible] He’s worked a lot on the vision. Kelly, I’m going to turn it over to you. Thanks.
Kelly Demspki: Good evening. Yeah, Tim took all my jokes [inaudible] so if you’re tweeting or [inaudible] person without any slides at all, and if I sometimes refer to this [inaudible].
So as Tim said, I’m Kelly Demspki. I work out at San Jose. I spent around 14 years over in our lab in Chicago and about three years in our lab in the south of France, and about a year ago, I moved here which is interesting because this is obviously the heart of [inaudible]. But, basically, my role within Accenture is to lead our technology lab here in San Jose or here in Silicon Valley and a lot of time both in San Francisco and in San Jose. And I also lead an R&D group, called Digital Experiences, which focuses on a lot on technologies that customers touch in one way or the other. I spend a lot of time on social media and related topics.
And so today I’ll talk about the vision, and I’ll basically walk through the vision in a slightly different order than what you see in the materials. Basically, I’ll walk us down the staff, talk a little bit about customer experience, talk a little bit about the data side of things and then finish off with a brief point about security. One thing I’ll say real quick is that this is normally about an hour or two worth of presentation, and [inaudible] ‘til I’m done so please be nice.
No, I’m going to try to cover everything in about 15 minutes, but also, what’s interesting about this is, speaking to a few of you and looking through the [inaudible] materials, before this talk, I’m realizing that a lot of the things that I may talk about are things that will not be terribly surprising to some of you. But I look at the technology vision really as serving two functions. One is we have a number of clients for whom the material that I’m going to talk about is very, very new in some cases. But the flipside is this is an interesting [inaudible] for people who this is not new for, it’s always good to remind people that there are other people in the world who find this very novel and may need help understanding.
I spoke to someone just the other day, a fairly very senior person in the company who basically asked me if social media was all just rumors and stuff and why bother [inaudible].
So just with that in mind –
[Someone in the audience says something. Audience laughs]
The first topic we’ll be talking about in the technology vision is context-free services, and this actually came about as a way to talk about mobility because, it’s interesting, the last year [inaudible] in 2011, we also did not have the mobility topic. But if you ask people [inaudible] mobility as one of the topics. And the reason we didn’t do that is because we thought technology has really moved past the point [inaudible]. Being mobile is no big deal, right? We all have iPhones and iPads.
[Someone in the audience says something]
But the active mobility itself, being mobile, is a technology [inaudible] wasn’t terribly novel from a technology perspective. But what was happening was basically a maturation of [inaudible] services, maturation of how people use mobile devices and other devices toward things like [inaudible] or for consumers. But also you have the same thing where someone who has an iPad, what some people refer to as a mobile device, but yet in my house there’s an iPad that never leaves the room anymore. So how do you deal with that?
So we [inaudible] as a set of services that had a good sense of what context you were in, what you wanted, who you are, how we could best serve you at any given moment based on all those factors. And so one of the things that my group has been working on in the labs is using the fact that you have a very, very colorful multi-sensor computer in your pocket that is also tied to things like your social network to better deliver those services to you. Let me give you an idea.
So when we talk about context-free services and knowing who you are and what you need, think of it this way: your phone in your pocket is tied to your social network. How many people are on Facebook? Just to help me understand the audience a bit.
[Audience raises their hands]
Okay, so for those of you on Facebook, Facebook is really the first time that your profile is online. It’s the first time that you are you online. Think about it. For a number of years, I was [email protected] but it could have just been [inaudible] [email protected], [email protected], whatever else, right? There was no sense of who I was and what I did, my history and so on. Now, with Facebook, you see that I’m part of Accenture, you see my educational history, my work history, my interests, my friends, etc., etc., etc. And that’s tied in with a lot of the services that you may use on a mobile device. Now, if I walk into a store, if I have an app that knows I’m in the store and it knows that I am someone from Accenture, it can start to show me products that have been bought by people basically in my area, maybe my income range. It seems that would be much more colorful than the same one that’s in the personal mail [inaudible].
The other thing too is that you can start to tie the mobile device in with things like my online browsing history and say, “Oh, Kelly was online at steward.com. He looked at these things.” Now, [inaudible] about what I may want to try to sell him when he’s in the store. This is not rocket science but imagine how far this is above most people’s in-store experience.
Now, go one step further and say, “Well, I know who Kelly is. I know he’s in store. I know what he’s browsed for.” And now I can do crazy things, like saying, well, [inaudible] influential, right? So maybe I want to give him a deal. [inaudible] and tell everybody else [inaudible]. And then you go one step further than that and say, “I know the guy is influential and I know I want to give him a deal.” Well, there are a lot of things that you can … well, let’s do [inaudible] 10%. There’s only so far you can go with that, but another thing you can say is, “Well, Kelly has an Xbox.” So if I’m at a store like Best Buy, there’s racks of music, there’s racks of Xbox games, there’s racks of whatever that are basically sitting dormant. So offer me a free Xbox game, offer me a free heavy metal CD, offer me whatever else. You’re going to get rid of basically dormant inventory and you’re going to give me maybe the equivalent of 15% to 20% off. [Inaudible] There are really kinds of things you can do about bringing a bunch of different sources [inaudible] together and serve me any given content in my mobile device. Of course there are equal stories for things like iPad where, while I’m watching TV in the living room, serve me better based on that [inaudible].
And then finally, [inaudible] about business to consumer. Imagine the case of a field worker in the field and being able to say, okay, I have this person [inaudible] this piece of machinery, he’s supposed to be here at this point. He has a history of fixing [inaudible] what sorts of training, what sorts of connections, what sorts of feedback [inaudible]. So anytime you can register context and [inaudible] you’re better off.
The second topic is on social-driven IT, and this is something that I spend a lot of my time [inaudible], and the fact that there are many, many different IT systems that now can and should take advantage of various [inaudible]. I’ll give you another example. There’s a person I was talking to the other day and he said, again as I mentioned, “Well, social media, isn’t this just [inaudible] talking about stuff and gossip and rumors and … Who cares? Why would you read this? Isn’t this just a fad?”
I was a panelist at the Digital Hollywood Fall 2009 event, held at the Loews Hotel in sunny Santa Monica, CA (that's a picture I took on my iPhone of the happy hour event above).
You can find the PointAbout page describing the event here.
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