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Social Media Week New York 2013 Talk on Engagement At Scale
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Transcript of Social Media Week New York 2013 Talk on Engagement At Scale
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The Next Phase ofSocial Business:
Engagement at Scale
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® 2012 Dachis Group 2
IntroductionDion Hinchcliffe• ZDNet’s Enterprise Web 2.0• http://blogs.zdnet.com/Hinchcliffe
• InformationWeek’s Social Business By Design• http://informationweek.com/thebrainyard
• Chief Strategy Officer• http://dachisgroup.com
• mailto:[email protected]
• : @dhinchcliffe
Spring 2012
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Social has been aroundfor a while now
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Telephone
1890
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Internet Email
1993
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Life Expectancy of S&P 500 CompanyPace of Technology Change
Change is happening faster...
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Blogs
2003
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Web 2.0
2004
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Social Media
2005
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Enterprise 2.0
2006
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Social Business
2008
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What’s next?
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transactions engagement
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CORPORATIONS ARE ONLY SLOWLY ADAPTING TO THE ERA OF ENGAGEMENTSTATISTICS ON ADOPTION
The Adoption Rates of E-mail, Social Networks, and #SocBiz
20112006
1B
750M
500M
250M
2007 2008 2009 2010
Sources:
projected
ConsumerSocialNetworks
100%
75%
50%
25%
Enterprise 2.0
comScore, Hitwise, and The Radicati Group, Forrester, APC, Intellicom, Neilsen Norman Group, Social Business Council, NetStrategy/JMC
high estimate
low estimate
Per
cent
of
Ent
erpr
ises
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600BA Year
EngagementWe spend a LOT to try to achieve it...
$
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Social Is the Ideal Platform to Engage@Scale
Premise:
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What happens when we don’t?
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What happens when you do?
A fading brand, catapulted to#1 in its category within 90 days.
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Can be used to drive business outcomes in scale:
SalesCustomer Retention
Customer CareProduct Development
Crisis Resolution
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Awareness Passion Mindshare Advocacy
Scale, Data, and an Interactive MediumCreates opportunity for insight and engagement business value
THE ENGAGEMENT PROGRESSION
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Current Approach
#FAIL
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Bigger staffs #FAIL You can’t staff into capitalizing on engagement @ scale
A staff of 11
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©2012 DACHIS GROUP
ANOTHER WAYOF LOOKINGAT THIS
24
YOURCOMPANY
World
YourSocial Media
Effort
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So is there another approach?
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To engage @ scale, we can mobilize our constituentsExtending your reach
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Organize our employees
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Employees
Organize your employees to engage with the market...
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Coordinate our partners
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... then coordinate your partners to engage with the market...
Partners
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Activate our advocates
® 2011 Dachis Group. Confidential and Proprietary
Advocates
...then activate your advocates to engage with the market
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Engagement @ Scale
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All coordinated and working together to understand their own goals and their contribution to performance
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...because, your advocates are actually better at
engagement than you
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Text
With Real and Lasting Business Value
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Fully social organizations get outsized benefits
33
Source: 2011 McKinsey Web 2.0 Survey
Only fully social organizations can tap into the $1.3 trillion social business opportunity
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The problem?
• 96% of internal and external social business efforts are not connected
- Source: , August, 2012
• Yet that’s where the most ROI is, by far
34
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Social business is...part of a single continuum...one unified ecosystem
35
Social Businessenterprise ecosystem
customers +world
business partners
workers
SocialInnovation Crowdsourcing
Social CRM
Enterprise 2.0
Social Marketing
Customer Communities
integrated vision
intra
net
extra
net
Inte
rnet
The Lesson:
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But what breakthrough will get us there?
Fast Data Big Analytics Deep Insight
IncreasingAge & Maturity
Big Data: The Moving Parts
terabytes petabytes exabytes zettabytes
the amount of data stored by the average company today
the growth of data will be exponential for the foreseeable future
MapReduce
Hadoop
kdb
Vertica
Netezza
Esper
Greenplum
ECL Teradata
Hive
MATLAB
SciPy
SAS
Mahout
Revolution R
SPSS AMPL
network analysis
predictive modeling
simulation
visualization
unsupervised learning
social media analytics
sentiment analysis
BPO BI
Business Objectives
From http://blogs.zdnet.com/Hinchcliffe
ETL
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The Process
37
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38
1 -- LISTEN
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39
2 -- FILTER
Business Relevancy
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Understand the Business Context & Priorityof Relevant Conversations
40
3 -- ANALYZE
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4 -- MOBILIZE ADVOCATES
41
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5 -- TRANSFORM FOR ENGAGEMENT
42
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6 -- PROCESSES THAT SCALE
43
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7 -- A CLOSED LOOP ENGAGEMENT PROCESS
44
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8 -- DISRUPT YOUR COMPETITION
45
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The full story is in Social Business by Design
• Published May, 2012• From John Wiley & Sons• The definitive management
strategy guide and handbook on social business.
• Based on real-world experience from nearly 100 high-impact examples.
• The most complete and actionable statement on social business and why it’s strategically vital.
• Recently #1 in Amazon’s Hot New Releases
• Companion Web site at
46
http://socialbusinessbydesign.com
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Thank You