Get BOLD Social Business AgendaSandy Carter | VP, Social Business EvangelistIBM Corporation
Follow me @ sandy_carterhttp://twitter.com/sandy_carter
Subscribe to my bloghttp://socialmediasandy.wordpress.com/
Mainframe
PCs
InternetSocial
Departmental
$200B by 2015
The Fifth IT Era:The era of Social Business
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Germany Social Network Usage on the Rise
#2 Site in Germany67% reach18% growth 1 st half 2011Banned in some countries
Source: ComScore, 2011
#1 In Europe for online video45M unique viewers~20 hours per month
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Germany IBM Social References!
In IBM WW Social Business Public References!#1
In IBM Europe Social Business Public References!#1
Engaging
Transparent
Nimble
What is a Social Business?
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Engaged
Transparent
Nimble
Social BusinessSocial Media
Primarily marketing and PR
Encompasses organization and
business processes
Social Media vs. Social Business
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Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press
The Social Business Agenda
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Soc
ial B
usin
ess
Soc
ial B
usin
ess
Align Organizational Goals & CultureAAAAAAAAAAAA
Gain Social TrustGGGGGGGGGGGG
Engage through ExperiencesEEEEEEEEEEEE
Network Your Business ProcessesNNNNNNNNNNNN
Design for Reputation & Risk ManagementDDDDDDDDDDDD
Analyze Your DataAAAAAAAAAAAA
The Social Business Agenda
http://www.forbes.com/sites/danschawbel/2011/10/13/how-to-build-a-social-business/
CULTURE eats strategy for lunch!BASF
Align Culture to Achieve Goals Drive the appropriate engagement model, tools & analytics
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AAAAAAAAAAAA
Goals: Bank of NY Mellon
Goals: Increase revenue, cross selling and customer loyalty
Culture: 40K Employees best practices and expertise sharing
AAAAAAAAAAAA
Gain Social Trust
TippersFriends
Followers
Expertise
Responsive&
Consistent
Transparent & Open
15%
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GGGGGGGGGGGG
…identifying targets for driving engagement
Trusted Networks can be Visualized Based on Interactions…
GGGGGGGGGGGG
EEEEEEEEEEEE
Source: “Designing for the Social Web” by Joshua Porter
1st Time ParticipantInterestedUnaware
RegularParticipant
PassionateParticipant
Consumption
Engagement
Engage through ExperiencesWhat is an Exceptional Experience
Integrated: Consistent online and offlineInteractive: Gaming, Video, Mobile, Virtual GiftingIdentifying: Personalized, knowledge of you
The Usage Life Cycle
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RIM: Use of Avatar to drive training for social tools “e-Collaboration Day in the Life”
Drive adoption rate and success of product
Mini-Dashboard
Featured Contributor
Community Pride Post at a Glance
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Engage: Interactive Social Gaming EEEEEEEEEEEE
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Engage: Mobile Interactive access increases adoption
EEEEEEEEEEEE
100k mobile devices in use at IBM today
• 65k Smartphones and Tablets• 35k Blackberry
IBM CIO Office study:• Mobile access increases sales
productivity by 11 hours per opportunity!
Estimated 3 year ROI of 195%
2015 goals:• 500k users• 80% of all enterprise
capabilities accessible from mobile devices
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Engage: SennheiserInteractive access to deliver the smooth flow of music
EEEEEEEEEEEE
Lars RasmussenStrategic Alliance Manager
Connecting customer service, tone technicians and global experts
Immediate access to musicians requests for equipment and technical specifications for the venue
NNNNNNNNNNNN
Product & Service Development
Marketing, Customer Service
Operations, Human Resources
Traditional Business
� 'Push' marketing � Control brand
� Invest R&D� Ideas from inside
� Siloed� Rigid
Outcomes
Social Business
� Listen to market� Build advocates
� Embed social in process� Connect in and outside
� Build communities� Act small
(Social) Network Processes
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Customer Service Process
Register customer
Manage profile
Receive request
Retrieve customer data
Manage request
OLD PROCESS:
SOCIAL ENABLED PROCESS: RBC
(Social) Network your Processes: Customer Service
NNNNNNNNNNNN
Product Development Process
Reqmts & Concept
Definition & Plan
Develop& Qualify
Ramp Up& Launch
Life CycleMgmt
OLD PROCESS:
SOCIAL ENABLED PROCESS: Sun Life
(Social) Network your Processes: Product Development
NNNNNNNNNNNN
Site to solicit ideas
SOCIAL ENABLED PROCESS: Celestica
2010 Celestica #1 Game Changer Award Winner
(Social) Network your Processes: HR Resource Sharing
Human Resource Process
OLD PROCESS:
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NNNNNNNNNNNN
“The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010
15%
18%20%
HR & Talent Management Cost reduction + Increased speed to knowledge and experts
Customer ServiceIncreased customer satisfaction
R&DIncreased time to market and successful innovation
Value of Social Business
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NNNNNNNNNNNN
DDDDDDDDDDDDDesign for Reputation and Risk Management
Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press 22
Integrated tools are available
� Real time monitoring
� Moderation of content
� Contextual logging
� Archiving of activities and events
� E-Discovery compliance
� Regulatory Compliance
• Develop Policies
• Management Oversight
• Regulatory Compliance• Network Security
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ComplianceBuilt into processes & solutions
DDDDDDDDDDDD
AAAAAAAAAAAA
Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press
� 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 TOPICS
AFFINITY ANALYTICS
Analytics
Source: http://www.shu.edu/offices/loader.cfm?csModule=security/getfile&pageid=156753
Gatorade
Seton Hall
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Social Business Adoption Advocates
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Call to action
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Follow me @ sandy_carterhttp://twitter.com/sandy_carter
Subscribe to my bloghttp://socialmediasandy.wordpress.com/
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Available NowISBN-10: 0132618311ISBN-13: 9780132618311
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