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The Connected Business

Kate DoodsonCosmic@cosmickatedSerco InternalWhat is superfast business?

Superfast Business is a European Funded programme of fully funded business support for SMEs

Delivered by Peninsula Enterprise, working with the Local Authorities & Connecting Devon & Somerset broadband rollout project

Serco InternalBusiness advice and specialist support to help growth businesses maximise the opportunities of Superfast Broadband and associated technologies.Benefits for businesses can include:Competitive advantage through take-up and exploitation of SFBBIncreased productivityImprove access to new markets and business opportunitiesIncrease competitive advantage for businesses in rural locationsMore flexible and environmentally friendly working practicesIncreased opportunity for innovationEfficiency and timesaving

Eligibility criteria apply to businesses accessing the serviceSuperfast Business SupportSerco Internal3http://www.youtube.com/watch?v=G7KZR9NwKQQ

The Connectivity Revolution

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Support Available 12 hours of supportSerco Internal5Register on our website (which incorporates the Knowledge Hub). www.superfastbusiness.co.uk to unlock access to a range of resources and materialsCheck your eligibilityLet us know what areas of ICT and technology you might be interested in

Talk to our Client Relationship Co-ordinator to check your eligibility and arrange an appointment with one of our dedicated Business Advisers

Next StepsDeveloping an ICT strategyDeveloping your ICT network/ infrastructureEngaging new and existing customersCollaboration Client Relationship Management Systems Flexible working Moving your business to the CloudBusiness Continuity Serco Internal6http://www.youtube.com/watch?v=G7KZR9NwKQQ

Serco Internalwww.superfastbusiness.co.uktwitter @superfastbizFacebook www.facebook.com/superfastbiz join our LinkedIn group 'Superfast Business SW'info@superfastbusiness.co.uk 0845 603 8593

Stay up to dateSerco Internal8

The Connected Business

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Serco InternalSource Boston Consulting report Oct 2012 https://publicaffairs.linx.net/news/wp-content/uploads/2012/03/bcg_4trillion_opportunity.pdf10

Serco InternalBy 2016 the G20 internet retail will reach $4.2 trillion in the G-20 economies

11Business is Changing

UK ?Serco InternalIn the UK its 12% for high web and 4% for low web

Source Boston Consulting The $4.2 Trillion Opportunity March 2012The Internet Economy in the G-20Take this for technology too https://publicaffairs.linx.net/news/wp-content/uploads/2012/03/bcg_4trillion_opportunity.pdf

Figures for high-web and low-web show very clearly the correlation between good use of digital talent and business success12Business with no change?

2012Physical CDs - millionDownloads 183m Serco Internal13Businesses that have adapted

6% of UK Sales 2.6 billion33% of UK Sales 2 billion digital 17% - book revenues online Financial Times subscriptions : 316k digital vs 286k printSerco InternalTesco 6% of UK Sales (2.8 bn)

Pearson 33% - 2 bn digital (Penguin books 17% - book revenues online and Financial Times subscriptions : 316k digital versus 286k print)

14So whats changed in business?Serco Internal

AdvertisingTVMail shotsPRRadioPrintOld world customer marketingSerco Internal

PRSearchTVMobileSocial mediaRadioPrintaffiliateWebinarsPPCEmailRapidFragmentedTwo wayWebsiteNew world marketingSerco InternalNow called splinternet17What else has changed?Customers

Have higher expectations

Mobilisation real time commentary

They talk to each other social media

Serco InternalThe world has changedInstantaneous response

Accessibility

Transparency

Accountability

Serco Internal19People changeGen XGen YGen Z

Baby Boomers Millennials Digital NativesSerco Internal20Staff have changed

Serco InternalBusiness leaders need to think about

How can we connect our customers better online?How can we provide consistently good customer service?How can I increase staff productivity and loyalty?How can I work with other businesses better?

Serco InternalAgendaWhat is the connected business?Key areas for the connected businessQuestions and discussion

Serco InternalA business that makes the most of technology to realise full business potentialA business that connects discreet parts of the business that may not have connected beforeCollates and interprets collated business data for customer intelligence and insightsWhat is the connected business?Serco Internal

How connected is your business?Serco InternalMake the client journey easier?Create more consistent interactions with the client across the business?

Encourage all staff to engage and to know each customer and project better?

Create a more innovative business?

Develop a more robust business?

Can technologySerco Internal

External customer systemsSerco InternalThis is all about your customers, new, existing, engaged not engaged.27Manages its customer relations matching the customer journey

1. Customer Relationship ManagementSerco InternalCustomer focus -CRM systemsA connected business has a central source for all client records

Record enquires & leads Record customer salesRecord customer interactions & salesRecord customer history

It needs to be accessible from anywhere for all staff to input and useProvide reporting and forecasting easily

Serco Internalhttp://www.youtube.com/watch?v=ollnYSgX3s4

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What can a CRM system do?

InputsYou can import your contacts using Excel Enquiries Received Calls Made/Received Customer Profiles CreatedBusiness Cards ReceivedLeads GeneratedLetters/Emails sent & ReceivedAttendees to SeminarsWebsite HitsProject Plans

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Serco InternalOutputs

Customer DataAnalyticsProject Management Reporting

Serco InternalCustomer relationship management

Serco InternalSugar around 35 a month34Industry SolutionsSuitable forSmall/Medium BusinessesLarge BusinessesLarge BusinessesAnalyticsChannel Management XCustomer ServiceIntegration XCollaboration XMarketing AutomationSales Automation

To compare please visit http://crm-software.findthebest.comSerco Internal35http://www.youtube.com/watch?v=TXWn_4lumkw Serco Internal

Map your CRM to your customer journeySerco Internal37Is engaged with its customers and stays connected

2. Digital marketingSerco Internal80% of population using the internet (UK)34m using Facebook 10m using Twitter

Are you engaging with your customers online?Are you managing your reputation online?

Social media , Search, Advertising, Reputation, New mediaSerco InternalGet the basics right - Organic is still the number 1 driver of traffic to websites in 2012

Serco Internalhttp://www.optify.net/business-to-business-marketing/2012-b2b-marketing-trends40Search Engine OptimationGet the basics right

Optimise for onsite phrases2-3 keyword phrases per page Content, titles. Paragraph titlesPage titlesFootersImages

Get strong and relevant links back to your siteUpdate your site regularly

Serco InternalUse social media for salesAlways be listeningListening for your brand and ways to engage

Listen to conversations for mention of needs #Check social media search termsListen out for your reputation

Serco InternalHashtag ideasSector specific#windpower#climatechange

Geographic specific#ivybridge#devon

Campaign specific#greenenergy

Media specific#journorequest#prrequest

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Serco InternalBroadcast, but engaginglyBroadcasting your messages Broadcast your brand and reputation

Let people know what you are doingEngage in consumers conversations

Become interested and interestingLink back to your website

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Owned ContentVideo, blogs, photosTradigital

E-newsForumsDigital magazinesTraditionalMediaPressSocial networksFacebookTwitterYouTubeLinkedInWebsite

Responsive designMobile enabled

Adapted from Media Cloverleaf by Richard EdelmanContent first strategySerco Internal

Serco InternalShow the video this video footage was then used

Serco InternalWhat content?

Video for sales and marketing

Product descriptions, visualisationsExpert analysis, talksCase studies, testimonials

Becoming significant in Search Results

Pre sales researchPost sales - support

Engage with video content

Serco InternalCreating video content for customer retention:

Sony Xperia have created a YouTube channel of all their support and advice guides.

Serco Internalhttp://www.youtube.com/watch?v=Ld7x1gz4Hzk

50Think about Creating communitiesKeeping customers through community building:

River Cottage have created a community that has 36,000 subscribers actively engaged

Revenue from customers that are engaged in a company's community is 19 % higher on average than from those that aren't.

Source: A Big Payoff from Online Company Communities

Serco InternalAuthors:Puneet Manchanda, Grant Packard, and Adithya Pattabhiramaiah (all University of Michigan)Publisher:Ross School of Business Working PaperDate Published:January 2012http://www.strategy-business.com/article/re00184?gko=c0950

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Engaging customers through Augmented Reality:

LOccitane, beauty manufacturer have embraced Augmented reality, using it within their printed brochures and in store for additional experiences and instant purchase

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www.aurasma.comwww.blippar.com Create your ownand tap-to-buy

Serco InternalAurasma is a radical piece of technology that represents the future of how we use our mobile devices by bringing the physical and virtual worlds together for the first time.Available on smart devices, Aurasma was created out of technology that is capable of recognizing images, symbols and objects in the real world and understanding them. It can then deliver digital content in real time, including videos, animations, audio or webpages53Has a brilliantly, engaging website

3. Websites & apps?Serco InternalYour website communicates volumes about your brand, your values and the way you do business

What does yours say about your brand values?

Your website is the place Control your contentControl your reputation and show off your expertise

Serco InternalBrilliant website?Style and toneEngaging, engrossing, reflects customerCreates environment for desire to buyIs content drivenFunctionalityMixed payment methods debit, credit, PayPalSelf serving for customers anytime support, automated Integrationtransactional, self serving website that integrates with key back office functionsIntegrates with finance, CRM, e-news,

Serco InternalWeb at the heart of a connected business strategy

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Responsive designWorks across platforms

Is it mobile responsive?Is it tablet responsive?

23% of web traffic to JL and 25% to LA sites23% visits to JL website are now mobileSerco Internal58

Internal business systemsSerco InternalManages its projects through connected systems

4. Project management systemsSerco InternalProject managementProject management toolsMaximise resource management with TaskboardsDocument storageAutomated timesheet creationAutomated expenses generationVirtual meetingsOnline/offline collaboration

Serco InternalManages its staff with self service applications

5. HR learning management systemsSerco InternalSelf service systems HR/E-learningUtilises technology to managePersonnel filesLeave requestsAutomates time recordingSelf service with manager routingIncludes performance management Utilises online learning, encourages personal development onlineUses online recruitment Has reporting modules

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https://www.youtube.com/watch?v=noPIPZ1Z050Serco InternalHas an anywhere anytime policy

7. Cloud systemsSerco InternalCloud systemsProvide staff with anytime anywhere access toFilesSoftwareEmailsPlatforms (Cloud)Secure backupsBusiness continuity management plan

Serco InternalAnytime anywhere access to business information

FilesEmailsSystemsDatabasesKnowledge

Move all or some

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What is cloud?Access applications and data on the internet rather than on your owned equipment

Natural evolution of technologies & approachesvirtualisation, automation, integration, and utility computing

The revolution is around how IT resources are managed and deliveredSerco Internal

You can replaceSoftwareFile storageEmail servers and exchangePlatforms

.With cloud technologiesSerco InternalSome cloud applicationsSoftwareFile storageEmailPlatformDropboxYesHuddleYesDoodleFreshbooksyesYesCrashplanyesGmailYesSalesforceyesyesYesGoogle AppsYesyesyesYesMicrosoft 365yesyesyesYesPodioYesYesyesSerco InternalCurrent use of cloud56% of internet users use webmail services34% store personal photos online29% use online applications (Google Docs, Photoshop express)7% Store personal videos online5% pay to store computer files online5% back up hard drive to online site

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Serco Internalhttp://www.claranet.co.uk/sites/claranet.co.uk/files/Claranet_WP_Business%20case%20for%20cloud%20computing.pdf72Software as a Service (SaaS):This is a complete preconfigured application environment, for example salesforce.com or Google Apps. The customer simply consumes the application as a service, usually on a per-user basis, and has no long-term commitment (but equally almost no control).Platform as a Service (PaaS): This adds a complete software stack; for example LAMP (Linux, Apache, MySQL, PHP/Perl). Each customer is then able to write or load applications into this known environment, with the provider responsible for expanding or contracting the Cloud infrastructure and/or the software landscape to meet changing demands.Infrastructure as a Service (IaaS): The flexible provision of CPU capacity, data storage, network bandwidth and basic operating system. Each customer is responsible for running their software stack on top, and is able to re-size the underlying Cloud Infrastructure (CI) on demand.

Serco InternalCloud computing is not about

your hard drive. Thats local storage and computing. Working off your hard drive is how the computer industry functioned for decades. having a dedicated hardware server in residence. Storing data on a home or office network does not count as utilizing the cloud.Isnt old hosted solutions The software needs to be all same stack and same version now

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Serco Internal5 things to consider - CloudDisregard any supplier that offers 100% uptime read the contract, what does uptime coverSelect a supplier that can deliver high service levels dedicated support team, round the clock monitoring, Dont under estimate the importance of network infrastructure security public or private IP Network?Be clear on how flexible and scalable your solution is what is their partner network like?Check out their data security credentials is the service compliant with UK data protection law

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Serco InternalSource Boston Consulting report Oct 2012 https://publicaffairs.linx.net/news/wp-content/uploads/2012/03/bcg_4trillion_opportunity.pdf77A connected business provides a seamless telephone connectivity regardless of staff locationUnified communications is the integration of real-time communication services

Communications: Voice data, videoMessaging: voice, email, video IMConferencing: Online, audio, videoApplication integration: CRM, Office productivity toolsPresence: IP phone, desktop, phone, mobile

Unified CommunicationsSerco InternalThe business caseUnified Communications - The business case

Reduce travel and training costs as much as 30 %Reduce property and facility costs as much as 30-40 %Reduce telephony and audio conferencing charges as much as 40 % Reduce cost of voice mail as much as 60 %Reduce IT infrastructure and administration cost up to 50 %Serco InternalExtract from Microsoft79Unified messaging - Common themesUnified Comms with Lync

Unified communicationDescriptionInstant messagingText chat, in 1:1 or to group environment. Great for informal and remote conversations

Presence detection

Identifying best carrier for telephony or message. In office, landline, Out of office, mobile, at home, Wi-Fi.Telephony

VOIP, SIP, Skype (closed source), unified telephony servicesVideo conferencing

Video conferencing with or without screen sharing, one-to-many or many-to-manyData sharing and integrationUse of interactive white boards, dashboards , integration to CRMUnified messaging

Voicemail message available across multiple platforms, email, SMS, mobileInternal comms Internal blogging, micro blogs

Serco Internal80http://www.youtube.com/watch?v=r2Shb8R93iUSerco Internal

B2B eco-systemSerco InternalCollaborates with other businesses

8. Collaboration tools

Serco InternalCollaboration toolsCollaboration toolsCollaborates with externally with teams Uses online collaboration roomsShares knowledge & resources & costProtects their own IP

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Serco InternalRecruits intelligently9. Recruitment tools

Serco InternalLinkedIn - 200 million members worldwide differing membership levelsFreePremiumJob SeekerRecruiter stores, organises searches, like Salesforce for recruitingSales Professional

LinkedIn = Proactive recruitment

Serco InternalCase study - Stored inside the companys LinkedIn account are folders for various technology companies, each containing links to the profiles of potential candidates that the team is planning to approach through LinkedIns internal InMail system.

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Serco Internal1InMails are response guaranteed. If you don't get a response to an InMail within 7 days, LinkedIn will return the InMail credit to your account. Unused InMails roll over and accumulate for up to 90 days while you are subscriber.2OpenLink is optional and needs to be activated34 Premium filters - Seniority, Company Size, Interests, Fortune 1000; 8 Premium filters - 4 filters + Functions, Years of experience, Your groups, New to LinkedIn

91Video interviewing

Serco InternalInnovative ways

Serco InternalBenchmarks against other businesses

10. Benchmarking and measuring tools

Serco InternalHow much Klout do you have?

Serco InternalCan we benchmark our websites?2012 benchmark summary (Optify)

600 SME B2B websites, 62m visits, 215 page viewsSerco InternalSource optify 2012 62 million visits, 215 million page views and 350,000 leads from more than 600 small and medium-sized B2B websites during 2012, found emails conversion rate to be 81% higher than the average (2.89% vs. 1.6%) and 42% higher than the next-best performer, referrals (2.04%). http://www.marketingcharts.com/wp/direct/emails-conversion-rate-outperforms-other-b2b-web-traffic-sources-26444/96Understanding analyticsWho are your visitorsHow do they get to your siteWhat do they do once they are there

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3 types of trafficSerco Internal98

Serco Internal A connected business measures success and predicts future trends

Analytics SM and webAnalytics curveDescriptive (what happened)Diagnostic (why did it happen)Predictive (What will happen)Prescriptive (How can I make it happen)

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Serco InternalPredictive AnalyticsWant to predict who your customers will be? Predictive analytics can help do that

Tesco can predict the exact day customers will return and the amount they will send within 10 for around 20% of their customersissues100m personalised coupons at checkout. PA has increased redemption rates x 4 times.Mobile phone company have successfully predicted mobile subscribers that are 10x more likely than average to cancelHP PA models generate flight risk score for all employees. Estimates $300m savings

Serco InternalSource: Eric Siegel Predictive Analytics 2013103LA Police Review 13 million past crimes to predict current behaviour

Serco InternalFeatures of a connected businessExternal systems

Customer relationship managementDigital reputationE-marketingWebsite e-commerceKnowledge baseCustomer intelligenceInternal systems

Project managementHR systemsStaff productivityInternal communicationFinanceSector specific processes

Business eco-system

CollaborationBenchmarkingInnovationCompetitionPeer supportRecruitmentSector leadershipSerco InternalQuestions and discussionSerco Internal

How connected is your business?Serco InternalRegister on our website (which incorporates the Knowledge Hub). www.superfastbusiness.co.uk to unlock access to a range of resources and materialsCheck your eligibilityLet us know what areas of ICT and technology you might be interested in

Talk to our Client Relationship Co-ordinator to check your eligibility and arrange an appointment with one of our dedicated Business Advisers

Next StepsDeveloping an ICT strategyDeveloping your ICT network/ infrastructureEngaging new and existing customersCollaboration Client Relationship Management Systems Flexible working Moving your business to the CloudBusiness Continuity Serco Internal108----------------Ends

Serco InternalRecruitment

Serco InternalMeasures successSerco Internal8. A connected business measures success and predicts future trends

Analytics SM and webAnalytics curveDescriptive (what happened)Diagnostic (why did it happen)Predictive (What will happen)Prescriptive (How can I make it happen)

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Serco InternalCustomer intelligenceAnalysing customer behaviourWeb statisticsSocial media mentions, engagementEmail trafficTelephone conversation loggingKnowledge base usageWeb searchesSocial media cues sentiment analysisFeedback Predictive analytics

Serco Internal114Understanding analyticsWho are your visitorsHow do they get to your siteWhat do they do once they are there

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3 types of trafficSerco Internal116

Serco InternalSprout Social

Serco InternalHow much Klout do you have?

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Serco InternalQuestions

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