Enterprise 2.0: Jive CEO Zingale Assays Business Collaboration - InformationWeek

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Enterprise 2.0: Jive CEO Zingale Assays Business Collaboration

Jive Software CEO Tony Zingale makes the case for the need for a social strategy.

Social software for businesses still has to prove that it's not a silly idea. It has to shake the association with sheep throwing and other frivolous activities that characterized the rise of social networks.

"It's not about Facebook in the enterprise," declared Jive Software CEO Tony Zingale in a keynote presentation at the Enterprise 2.0 Conference in Santa Clara, Calif., in Tuesday. "It's about getting work done."

It is about Facebook, though. Facebook itself is not a service for enterprises, but it shows the way the industry is moving. Zingale quoted Facebook CEO Mark Zuckerberg to validate the enterprise social software: "Every industry is going to get fundamentally rethought and designed around people."

Zingale has an interest in dispelling the social networking stigma. His company sells social software to enterprises. But he also has the data to show there's a serious side to social, data from customers and from industry veterans.

Consider Zingale's assertion that Americans spend 25% of their time on social networks. That's more than a blip; that's a sea change. Consider Gartner's prediction that by 2016, social technology will have become part of the core enterprise application set.

It's still possible to believe that social and collaborative technology is not the appropriate solution for every problem, but there's ample evidence that it can be used effectively to generate revenue, to save money, and to enhance productivity.

For Zingale, the social revolution is about collaboration with control.

He offered up Jive Software customers as examples. There's security software company McAfee, recently acquired by Intel. McAfee created a customer collaboration community using Jive and managed to reduce first time support calls by 25%. That's real savings.

CSC, Intel, Schwab, and Yum Brands likewise have used Jive to make communication easier and information more accessible.

"The revolution is well-underway," declared Zingale. "If you haven't budgeted for social this year, you're late."

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