It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Microsoft has enhanced its Yammer enterprise social networking suite's mobile applications, email integration and document collaboration.
Microsoft detailed the improvements on Tuesday at an event it held in San Francisco for Yammer customers that kicks off its Working Social Tour, scheduled to land in up to 200 cities worldwide, including New York City, Amsterdam, Sao Paulo and Tokyo.
"It's part of our push to connect with Yammer customers," said Jared Spataro, general manager, Microsoft Office, in an interview. Attendees are expected to be both Yammer customers as well as those who are using Office 365, Microsoft's cloud email and collaboration suite, which includes online versions of Exchange, Lync, SharePoint and Office.
Microsoft bought Yammer in mid-2012 for US$1.2 billion in order to extend the enterprise social networking (ESN) capabilities of its SharePoint collaboration server and of other products in the Office family and beyond. Microsoft is in the process of integrating Yammer's cloud suite with those products now.
The mobile improvements include a revamped iPad application and tweaks to the Windows 8 and Windows Phone 8 applications. The overhaul of the iPad app is supposed to simplify the user experience, while the Windows apps got improvements to live tiles and a better inbox.
Microsoft also deepened the interoperability between Yammer and email systems, making it possible for people to participate in Yammer group discussions through email messaging and without necessarily having a Yammer account.
Establishing bridges between Yammer and email is important because many customers are still trying to figure out the best way to use the ESN suite with email, according to Spataro.
"They're looking for a mental model for how to use email and Yammer and how to think about those two worlds coming together because not everyone jumps on Yammer or enterprise social networking at the same time," he said.
Unlike other vendors, Microsoft doesn't see ESN suites as a replacement for email communications. "We believe they're very complementary tools, that they can and should coexist, and that when used together they provide a very good, rounded experience," Spataro said.
Microsoft has also started to add features to Yammer so that it can be used as a more structured tool for getting things done and managing tasks, not just as a social conversation meeting place, he said.
In addition, it's now also possible to launch a Yammer conversation from an Office 365 document stored in SharePoint Online by hitting a "Post to Yammer" button. That way people can have discussions about the document on Yammer.
Finally, there is now a link on SharePoint Online's search page that lets users forward the query to their Yammer network.
Juan Carlos Perez covers enterprise communication/collaboration suites, operating systems, browsers and general technology breaking news for The IDG News Service. Follow Juan on Twitter at @JuanCPerezIDG.