the insidious plot to socialize the enterprise
DESCRIPTION
Social Media Week 2012 opening keynote from Global Managing Director of Social@OgilvyTRANSCRIPT
![Page 1: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/1.jpg)
The Insidious Plot to Socialize the EnterpriseJohn BellGlobal Managing Director Social@Ogilvy
![Page 2: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/2.jpg)
2
Connecting Leadership applies governance and enlightened social brand management to extract more value
Experimenting Unconnected experiments spring up everywhere across the business
Nervous Ambivalence
Listening Fully integrated
Phase 1 Phase 2 Phase 3 Phase 4Phase 0
0
100
Social Media Adoption Path
Value
![Page 3: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/3.jpg)
The Insidious Plot? More like Inevitable Shift
![Page 4: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/4.jpg)
Business Discipline Social
Behaviors
![Page 5: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/5.jpg)
5
5
Social Business Strategy
Examples
• Deliver services and products via preferred social channels• Add content or utility to increase customer value• Increase individual and network value of customers (i.e socialCRM)
• Manage risk via ongoing dialogue with stakeholders, influencers and customers
• Co-create with customers and stakeholders to deepen “investment”
• Increase efficiency of marcom programs• Crowd-source solutions with customers and stakeholders • Deliver service solutions more efficiently
Business Value
Create customer value
Build brand reputation and value
Expand operations and innovation excellence
Strengthen workforce and culture • Increase internal collaboration on business problems/systems• Feature employees in external communications and customer touchpoints
![Page 6: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/6.jpg)
6
Deutsche Bahn launches a new train ticket only for young people, selling over 145,000 of them via Facebook.
Creating Customer Value
![Page 7: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/7.jpg)
7
Time Warner Cable solves customer problems via Twitter to walk-the-walk of customers-first.
Build brand reputation and value
![Page 8: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/8.jpg)
8
All Clad listens to cooks’ reaction to products and implements changes like the new handle design.
Expand operation and innovation excellence
![Page 9: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/9.jpg)
9
Ford taps into employees, retirees and more as ‘badge-carrying’ brand advocates.
Strengthen workforce and culture
![Page 10: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/10.jpg)
10
Social business behaviors
Builds Integrated customer relationships
Fosters horizontal collaboration
Makes clear commitments to innovation
Becomes adaptive and agile
Masters an endless flow of data
![Page 11: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/11.jpg)
How fast are social media behaviors changing?
![Page 12: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/12.jpg)
12
Growth markets outpace the US in social network usage…
Managed social network profile in past month
79.8% 74.9% 72.3% 70.4%
Indonesia Philippines Turkey Brazil
54%
China
49.3%
US
Global Web Index 6 – November 2011
![Page 13: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/13.jpg)
27% 18% 13% 5%
China Mexico Russia US
These global markets will define the next phase of social media use
Global Web Index 6 – November 2011
Social network usage growth from 2009 to 2010
![Page 14: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/14.jpg)
In the BRIC countries accessing your social networks via mobile is up 158% over the past 2 years
And mobile lets us tap into the opinions of our 130 friends anywhere
![Page 15: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/15.jpg)
For opinions on products to buy, Millennials are more than 3x as likely than Boomers to turn to social channels
These opinions drive purchase
BazaarVoice Study 2011
![Page 16: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/16.jpg)
16
Not just in B2C but B2B
Senior decision makers
Which of the following have you done online in the past month? (% of decision makers and senior-decision makers globally, GWI.1 – GWI.6, July 2009 to Nov 2011)
Uploaded photo online
Watched a video clip
Managed social network profile
GWI.1 GWI.2 GWI.3 GWI.4 GWI.5 GWI.60%
10%
20%
30%
40%
50%
60%
70%
80%
90%
July 2009 Nov 2009 July 2010 July 2011 Nov 2011Nov 2010
60%
![Page 17: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/17.jpg)
How customers buy, vote and act is changing…globally
![Page 18: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/18.jpg)
18
Each of us has our own “Personal Message Shield”
![Page 19: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/19.jpg)
What employees expect is changing
![Page 20: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/20.jpg)
20
Employees expect social culture Access to
Leadership
Blended Relationships
Platform freedom
Collaboration
![Page 21: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/21.jpg)
How are our business leaders responding?
![Page 22: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/22.jpg)
How have we socialized our own enterprise?
![Page 23: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/23.jpg)
60+ years of delivering remarkable experiences
![Page 24: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/24.jpg)
24
And while 69% of executives report measurable business benefits from Social Media…
56% Inc 500 - Social Media very important to business
Business leaders believe in the potentialof social media
Unlocking the Value is Hard…
Just 20% of businesses received 80% of the benefits from Social Media
McKinsey Study 2009
![Page 25: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/25.jpg)
25
It Requires Change
Moving marketing and communications to an owned, earned, paid model…
Increasing collaboration between marketing, communications, legal, HR and customer service…
Putting a value on customer and stakeholder advocacy, not just sales…
Preparing employees as ambassadors, not just, as a workforce…
Integrating Social Media across the business
![Page 26: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/26.jpg)
26
![Page 27: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/27.jpg)
27
A global shift calls for the largest network of Social Media strategists
Fully integrated solutions for a new customer/stakeholder journey
Social Business Solutions can drive customer and internal value across the enterprise
![Page 28: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/28.jpg)
28
The 7 Solutions that Deliver Business Value
![Page 29: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/29.jpg)
We deliver remarkable experiences and relationships that inspire advocacy, action andbusiness results
![Page 30: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/30.jpg)
How has social media changed leadership?
![Page 31: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/31.jpg)
How have you socialized your own enterprise?
![Page 32: The Insidious Plot to Socialize the Enterprise](https://reader036.vdocuments.site/reader036/viewer/2022070317/5562a1ced8b42a15548b4716/html5/thumbnails/32.jpg)
32
John BellGlobal Managing Director | Social@Ogilvy
Connect with me
Social for Brands site:Social.ogilvy.com