name social business: you can't afford to miss it! title...(*) “the rise of the networked...
TRANSCRIPT
Name
Title:Social Business: You Can't Afford to Miss it!
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. [email protected]
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
NEWSGROUPS
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
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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
[email protected]: +919886016051
The World Changes Fast!!
http://in.linkedin.com/in/karthikp