name social business: you can't afford to miss it! title...(*) “the rise of the networked...

Name

Title:Social Business: You Can't Afford to Miss it!

http://in.linkedin.com/in/karthikp

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Mainframe

PCs

InternetSocial

Departmental

The Fifth IT Era:The era of Social Business

What’s your Social Business Agenda?

Engaging

Transparent

Nimble

What is a Social Business?

Engaged

Transparent

Nimble

Social BusinessSocial Media

Primarily marketing and PR Encompasses organization and business processes

Social Media vs. Social Business

The Social Business Agenda – Accelerating the value from connecting people in and outside the organization

Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press

Soci

al B

usin

ess

Soci

al B

usin

ess Align Organizational Goals & CultureAA

Gain Social TrustGGEngage through ExperiencesEENetwork Your Business ProcessesNNDesign for Reputation & Risk ManagementDDAnalyze Your DataAA

Goals Drive the Appropriate Engagement Model, Tools & Analytics

eats strategy for lunch!CULTURE

Goals:• Help “Think Big” - “Act Small”• Provide single solution to

customers

Goals:• Create innovative new

products• Create markets

Align Organizational Goals & CultureAA

Goals:

Cultural Approach:

Align Organizational Goals & CultureAA

Goals• Drive Revenue & Profit Through…

– Attracting Millennium Workers– Attracting Millennium Customers– Capture and Share Expertise

(Sun Life on Main Stage @ Lotusphere)

Sun Life

Culture• Executive Sponsorship• Social Guidelines and Policies• IdeaShare: 330 New Ideas

Align Organizational Goals & CultureAA

Culture Driven by Strong Governance

Community ManagementContent

Management

Center of Excellence

Reputation / Risk Mgmt

Metrics & Measurement

Standards

Key Activities

Executive Sponsors

Digital Council

Align Organizational Goals & CultureAA

IBM CaseStudy:

Align Corporate Culture

Social Computing Guidelines:Social Computing Guidelines:

Spring 2005 May 2 0 0 8

Empower everyone to participate Employees = brand ambassadors Digital Council

Build a culture for participation starting inside first

Experiment. A lot. Gaming. Jams.

Empower everyone to participate Employees = brand ambassadors Digital Council

Build a culture for participation starting inside first

Experiment. A lot. Gaming. Jams.

Align Organizational Goals and Culture

11

Align Organizational Goals & CultureAA

TippersFriends

Followers

Expertise

Responsive&

Consistent

Transparent

& Open

15%

12

Gain Social TrustGG

Gain Trust: CEMEX “Shift”

Transparent & Open: Over 95% ParticipationExpertise & Leadership: Over 500 Expert CommunitiesResponsive & Consistent: Guidance & Feedback

Gain Social TrustGG

Engage through ExperiencesEE

Source: “Designing for the Social Web” by Joshua Porter

1st Time ParticipantInterestedUnaware

RegularParticipant

PassionateParticipant

Consumption

EngagementThe Usage Life Cycle

Engage through ExperiencesWhat is an Exceptional Experience

Integrated: Consistent online and offlineInteractive: Gaming, Video Mobile, Virtual GiftingIdentifying: Personalized, knowledge of you

1-800-Flowers: Integrated Online Sites AND Store Experience

Engage through ExperiencesEE

Children’s Hospital: Interactive video

Dr J. Burns, Children's Hospital Boston

Masters site Run by IBM Videos HD / Avatars / Content

IBM Interactive SolutionRuns on Thumb DriveCloud Based Updates

Social Network

Learning powerful “Teaming Skills”, different locations, generating “hypothesis”

Engage through ExperiencesEE

Aggregated data is consolidated and shipped to the water control boards in the local regions

Use your iPhone – take a picture

Upload: water level, flow rate, trash level

Copyright IBM Corporation 2010. All rights reserved. creekwatch@almaden.ibm.com

Creek Watch: Interactive Mobile Crowdsourcing to Clean Up Waterways

Engage through ExperiencesEE

Interactive Social Gaming

Engage through ExperiencesEE

Branded virtual gift for Facebook & MySpace members

Godiva: Interactive virtual gifting

Engage through ExperiencesEE

Faberge: Identifying the Inner Sanctum

Engage through ExperiencesEE

Over 3.5M Views!Most kissable person contest!

Colgate: Identifying with personalized targeted audience

Engage through ExperiencesEE

Network Your Business ProcessesNN

How can you get started? And what makes sense for your business?

Product & Service Development

Marketing, Customer Service

Deeper client relationships

Speed-to-Market

Adaptability to MarketOperations,

Human Resources

OutcomesSocial Business

Traditional Business

• 'Push' marketing • Control brand

• Invest R&D• Ideas from inside

• Siloed• Rigid

• Listen to market• Build advocates

• Embed social in process• Connect in and outside

• Build communities• Act small

Found China wine communities

Joined conversations

Found tippersSent wine sample

Engaged in contests

Gained trustEntered China

market

Social Enable Your Marketing

Lead Generation Lead Nurture Lead Conversion

Marketing Process

OLD PROCESS: Direct Mail, eMail, Telephone, Advertising, PR, Events

SOCIAL ENABLED PROCESS: Chilean Govt

Network Your Business ProcessesNN

Value of Social Business for Sales and Marketing Management

Realized benefit - median improvement %

Increase effectiveness of awareness (realized by 52% of respondents)

Increased effectiveness of conversion(realized by 52% of respondents)

Increase revenue(realized by 18% of respondents)

(*) “The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010

Network Your Business ProcessesNN

Reqmts & Concept

Definition & Plan

Develop& Qualify

Ramp Up& Launch

Life CycleMgmt

(Social) Network your Processes – Customer Service

Content Management Process

OLD PROCESS:

SOCIAL ENABLED PROCESS: RBC

Network Your Business ProcessesNN

10%

15%

18%

0% 5% 10% 15% 20%

Realized benefit - median improvement %

Value of Social Business for Customer Service

(*) “The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010

Network Your Business ProcessesNN

Increase customer satisfaction(realized by 77% of respondents)

Reduce support costs(realized by 35% of respondents)

Reduce marketing costs(realized by 45% of respondents)

OLD PROCESS:

SOCIAL ENABLED PROCESS: IBM

Site to solicit product ideas

(Social) Network your Processes: Product Development

Product Development Process

Network Your Business ProcessesNN

Realized benefit - median improvement %

Value of Social Business for R&D and New Product Development

(*) “The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010

Network Your Business ProcessesNN

Increase speed of access to external experts(realized by 40% of respondents)

Increase number of successful innovations(realized by 28% of respondents)

Reduce time to market for new products/services(realized by 29% of respondents)

OLD PROCESS:

SOCIAL ENABLED PROCESS: Celestica

2010 Celestica #1 Game Changer Award Winner

(Social) Network your Processes: HR Resource Sharing

Human Resource Process

Network Your Business ProcessesNN

Realized benefit - median improvement %

Increase speed of access to internal knowledge(realized by 77% of respondents)

Reduce internal communications expense(realized by 60%)

Increase speed of access to internal experts(realized by 52% of respondents)

Value of Social Business for HR and Talent Management

(*) “The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010

Network Your Business ProcessesNN

Design for Reputation & Risk ManagementDD

Design for Reputation and Risk Management

• Develop Policies • Management Oversight• Regulatory Compliance• Network Security

Integrated tools are available

Real time monitoring

Moderation of content

Contextual logging

Archiving of activities and events

E-Discovery compliance

Regulatory Compliance

Risk Management

Design for Reputation & Risk ManagementDD

BLOGS

DISCUSSION FORUMS

TWITTER

NEWSGROUPS

FACEBOOK

Source Areas

Dimensional Analysis Filtering Voice

Keyword Search Dimensional

Navigation Drill Through to

Content

Relevant Topics Associated Themes Ranking and Volume

Relationship Tables Relationship Matrix Relationship Graph

COMPREHENSIVE ANALYSIS SENTIMENT

EVOLVING TOPICSAFFINITY ANALYTICS

Business DriversCustomer CareCorporate Reputation

Campaign Effectiveness

Competitive Analysis

Product Insight

MULTILINGUAL

Analyze Your Data

Analyze Your DataAA

Analytics: Gatorade's Command Center

Analyze Your DataAA

35

Get Bold!Using Social Media to Create a New Type of Social Business

35

Available NowISBN-10: 0132618311ISBN-13: 9780132618311

• Build YOUR Social Business AGENDA!– Commissioned by IBM to convey its perspective on social – Offers a systematic approach to implementing a social

business strategy– Moves your company beyond the basics of social media

to realizing tangible business results– Provides 75 real customer case studies

www.assisthelpdesk.in

An integrated console to monitor and maintain IT requests

Reduce cost and complexity.

Meet business requirements.

On-premise, secure solution.

Increase workforce productivity.

Improve customer satisfaction.

www.resemblesystems.com

Get Social. Do Business• Build YOUR Social Business Agenda!

– Evaluate your culture and goals– Develop a trust plan through a digital council– Social Enable your processes– Hire a reputation manager– Use analytics to listen and be proactive

• Try IBM Connections - https://www.ibm.com/developerworks/community

• Get More Information:– White paper: The Social Business, Advent of a New Age– White paper: Forrester Study: Total Economic Impact of IBM Social Collaboration – Video: Business Value of Social Software

• Assess Your Organization: Take the IBM Collaboration Assessment

• Contact your IBM representative for more information

Karthik PadmanabhanCountry Manager - ICS

karthik.padmanabhan@in.ibm.comMobile: +919886016051

The World Changes Fast!!

http://in.linkedin.com/in/karthikp