Jive’s Platform Enables Comprehensive Enterprise Integration

Creating the connected enterprise is the key to driving business value in today’s economy. When over 84% of the value in S&P 500 firms is derived from intangible assets, the content within employee’s minds, facilitating collaboration across the enterprise in the context of work brings more of those minds to focus on solving meaningful challenges.

It leverages the firm’s most expensive investment, its people, to build revenue. Application integration is a foundation for this collaboration and Jive has certainly recognized this need in their product strategy.

I recently spoke with Mark Weitzel, about their integration strategy. We began with an overview of the Jive social business platform.

Mark Weitzel, Jive’s Director of Platform and Ecosystem

It is built to enable several use cases. One is building internal social intranets, supporting collaboration across the enterprise to break down silos through such features as activity streams and social groups to achieve the value described above.

Another is enabling external support groups. In this case companies set up external customer communities to address questions from other customers. These efforts have shown to both build customer engagement and loyalty and reduce support costs.

Mark said that Jive recognized the need to have integration with a firm’s legacy systems, their custom systems, and their other third party systems to put their own capabilities where work gets done. I could not agree more.

Jive did their research and found that their customers spent 34% less time searching for information and experts, had 28% fewer support calls, a 33% increase in customer satisfaction, and a 34% increase in brand awareness after they implemented Jive.

This supports the value of the use cases described above and is consistent with research by McKinsey on the value of the connected enterprise (see The rise of the networked enterprise: Web 2.0 finds its payday (2010) and How social technologies are extending the organization (2011).

“What Matters” Streams

The key to getting this value was opening up their platform so collaboration could more easily occur across applications. To facilitate meaningful collaboration they provide such capabilities as an activity stream called “What Matters”.

What Matters Jive Screenshot

In this case Jive allowed employees to move away from the fire hose of content provided by many activity streams to focus the content through several means.

Jive’s What Matters stream intelligently provides only the relevant information to the user based on the information that is visible to them and the relationships they have in the system. For example, if you are a member of a group, then you will see all the activity for that group.

In addition, Jive’s activity stream delivers targeted information a user’s social “inbox”. The social inbox is managed by the user and they can choose what information is delivered there.

The user can set up custom activity streams that combine information that is relevant to their specific context. For example, to quickly and easily follow all the activity of a company’s executive staff, a user could simple setup a custom stream and select the relevant e-staff members. In addition, Jive created a recommendation engine that pushes content to you based on your behavior in the system.

Application Integration Strategy

Jive based its application integration strategy on OpenSocial.

They made a significant move to adopt this opne, community driven standard and Mark is now the President of the OpenSocial Foundation. OpenSocial defines a Web based component model for the delivery is cloud applications along with a set of social APIs that allow an application to be easily embedded into a platform and take advantage of its social elements, e.g. the connections between people and their activities.

It gives a clear programming model and an easy way to use APIs. This allows legacy applications to be integrated with today’s leading edge social collaboration platforms. You can give legacy systems a “social life”.  This allows the creation of connections where employees might not have previously used an application.

For example, AppFusions built a JIRA in Jive application that enables this integration on a seamless basis. (Here’s the video.) There are many situations where one employee might not have access to application where much needed content resides. For example, while the IT department might use JIRA for issue tracking, a sales person who does have JIRA might want access to the JIRA status on a customer issue. Now with the JIRA in Jive connector, they can bring JIRA into a Jive conversation and ask about how the issue is progressing.

Embedded Experiences

I asked Mark about their next steps in integration. He showed me an interesting demo where you can have embedded experience form multiple applications in an activity stream. He started a discussion in Jive. Then he referenced an INXPO Social TV event to in the content.

Next, he brought in additional content from Wikipedia, and CrunchBase. Activity around discussions naturally flow into the stream in Jive, and because of this other users were able to gain visibility into this exchange of information.

The technology that these interactions are built with is using OpenSocial’s embedded experiences. Jive calls our realization of that “!App Experiences”.

I asked Mark more about that. He told me Jive’s !App Experiences is an exciting way to embed applications directly into Jive content, e.g. a discussion. Because the application is embedded with the content, the application is available wherever the content is.

Mark then logged in as another person and could access all the content right within the activity stream without having to go to the other applications or have them installed. This provides for a very rich collaborative environment. It allows you to contribute to a conversation where you are working.

Jive’s activity stream (“What Matters”) intelligently determined that this person should see the content that Mark created. When they looked at that activity stream entry, the artifacts that the application embedded in content were clearly indicated as special links.

When the user clicked on an embedded !App Experience, the application opened and the user was able to have a rich interaction right from where they were in Jive (again, in this case, the activity stream).

And here the activity is fully expanded.

And here is the Goshido action opened.

Finally, you can also create action tasks for follow up to the original post in yet another tool, such as Goshido. Now multiple applications are linked around a work activity.Jive is the glue that brings all these application together.

It was very impressive and an excellent demonstration of how the connected enterprise should operate.

AppFusions is also working on !Apps Experience integrations with Atlassian Confluence, JIRA, GreenHopper, Fisheye, Crucible, Bamboo, and Stash (Enterprise Git). AppFusions will be showcasing these integrations at JiveWorld12, in October.

Early demos of these integrations can be scheduled now however, by contacting AppFusions at info@appfusions.com.

Interview by Bill Ives of the Merced Group, and who also blogs at Portals and KM.

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