2012 10-18 explore irvine
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Social Business and BeyondExplore Orange County
Peter Kim
@peterkimOctober 18, 2012
/@peterkim
Social business...and beyond!
2Image: Disney / Pixar
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GoogieSouthern California architectural style, 1940s - 1960s
4Image: Bugsy Sailor / Flickr
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ABC’S first color program, 1962 - 1963
Image and statistics: Smithsonian.com
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1962: Under 3% of Americans own a color TV
Image and statistics: Smithsonian.com
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No one guaranteed that The Jetsons was actually what the world would become.
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No one guaranteed that The Jetsons was actually what the world would become.
Regardless, it offered a bold, creative vision that inspired our imagination.
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RUDIReferential Universal Digital Indexer
Image: Cartoonscrapbook.com
IBM WatsonJeopardy! champion
Siri-al killer?
Image: IBM
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RosieA housekeeping robot
Image: Robaid.com
RoombaA housekeeping robot
Image: iRobot
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Elroy JetsonWith his jetpack
Image: ugo.com
Jet Pack H202-ZMax flight time: 33 seconds
Max speed: 77 mph
Max height: 250 feet
Image: JetPack International
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No one guaranteed that The Jetsons was actually what the world would become.
Regardless, it offered a bold, creative vision that inspired our imagination.
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Kind of like “social business.”
/@peterkim 14Image: Dachis Group
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emerging technology +cultural trends
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Emerging technology
1 Increasingly powerful devices
2 Better access to bandwidth
3 Consumerization of IT
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Increasingly powerful devicesYour smartphone has more computing power than the whole world did in 1950
17Images: Apple, Samsung, RIM. Statistic: IBM
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Better access to bandwidth66% of American adults have a high-speed internet connection at home
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0%
20%
40%
60%
80%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
3%
6% 11%16% 24%
33%42% 47% 55%
63% 66%62%
66%
34%41% 38% 37%
30% 28%23%
15%10% 7% 5% 3% 3%
Source: Pew Internet & American Life Project
Dial-up Broadband
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Consumerization of ITSuperior usability of personal products and services are forcing the enterprise to change
19Image: Forrester Research
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Cultural trends
1 Make me laugh
2 Make me cry
3 Make me famous
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Make me laughe.g. Burger King’s Subservient Chicken or Old Spice’s The Man Your Man Could Smell Like
21Images: Barbarian Group (left), Mashable (right)
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Make me crye.g. PostSecret or P&G’s Thank You Mom
22Images: Postsecret and P&G
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Make me famouse.g. PSY’s “Gangnam Style” and Susan Boyle on Britain’s Got Talent
23Images: Billboard (left) and The Telegraph (right)
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social media
emerging technology +cultural trends
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Definitions of social business
“Social business is the discipline of working out all the societal and business impacts of instantaneous, ubiquitous communications.”
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/@peterkim
Definitions of social business
“Social business is the discipline of working out all the societal and business impacts of instantaneous, ubiquitous communications.”
“The implementation of the unique communicative properties of social media across all levels of a business.”
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/@peterkim
Definitions of social business
“Social business is the discipline of working out all the societal and business impacts of instantaneous, ubiquitous communications.”
“The implementation of the unique communicative properties of social media across all levels of a business.”
“Social business takes the foundation of social media and begins to build new economic models on top of it.”
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/@peterkim
Definitions of social business
“Social business is the discipline of working out all the societal and business impacts of instantaneous, ubiquitous communications.”
“The implementation of the unique communicative properties of social media across all levels of a business.”
“Social business takes the foundation of social media and begins to build new economic models on top of it.”
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business
social media
emerging technology +cultural trends
/@peterkim
Business goals: make money or save money
30Image: Altimeter Group
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Make moneyDell Outlet used Twitter to drive $3 million in incremental direct + indirect sales.
Servus Credit Union used social media channels to drive C$4 million in new deposits.
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Save moneyIBM developerWorks: saves $100 million in annual support costs.
Movistar sees $5.75 million in annual support savings.
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Social business is
social media applied to communications
whether B2B, B2C, or E2E
in order to make money or save money.
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“Bold, creative, inspiring vision”
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Social business is
social media applied to communications
“Reality”
/@peterkim 36Image: Dave Gray, Dachis Group
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Becoming a social business shouldn’t be your end goal.
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Social business helps you achieve your business goals.
Becoming a social business shouldn’t be your end goal.
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What’s beyond social business?
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Horizontal Integration/
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The Birth of a Brand
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“99 and 44/100% pure”
Image: silive.com
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Line Extension and Mass Media
/@peterkim 44Image: Hijackxx / wikia.com
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Consequences of Horizontal Integration
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The average American supermarket now carries 48,750 items
(five times more than 1975)
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Proliferation
Choice
Commoditization
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Old formula for growth:Line extension + mass media
No longer working
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Vertical Integration/
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Retail
Distribution
Manufacturing
Sourcing
Control the Supply Chain
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Efficiency and Incremental Revenue
Retail
Distribution
Manufacturing
Sourcing
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Efficiency and Incremental Revenue
Retail
Distribution
Manufacturing
Sourcing
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business(communications)
social media
emerging technology +cultural trends
Social business
/@peterkim
SocialBusiness
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Products
Services
Communications
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Social business example:listening command center
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Consumer products
Customer care
Listen & respond
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Social business props up the legacy models of horizontal and vertical integration.
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Functional Integration/
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Results
“Nike captured 56.7% of the $3.6 billion U.S. running-shoe market through the seven months ending in August 2007, compared with 47.4% in 2006.
No question, Nike Plus is one of the primary drivers of the company's running growth this year.”
70Source: TIME Magazine, October 4, 2007
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business
products + services + communications
emerging technology +cultural trends
Functional integration
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Functionalintegration
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Communications
Services
Products
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/@peterkim 74Image: Smithsonian.com
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Summary
Social business is social media applied to business
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/@peterkim
Summary
Social business is social media applied to business
Harness emerging technology and cultural trends
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/@peterkim
Summary
Social business is social media applied to business
Harness emerging technology and cultural trends
Use ecosystem thinking and focus onproducts, services and communications
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Thank you.
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