building the open enterprise

“Building theopen enterprise”

Social

Cloud

Mobile DATA

Analysis

“I see companies in all industries using computers to accomplish three broad and deep transformations: they're becoming

more scientific, more orchestrated, and more self-organizing.”

Andrew McAfee, principal research scientistCenter for Digital Business

MIT Sloan School of Management

B2B activity has moved from experimental to routine

Of B2B buyers research online83%

of executives ranked Search Engines as an important information source – higher than any other on/offline resource

64%

of all business decision makers use at least one B2B digital delivery mechanism *for work82%

of IT buyers in SMBs use online videos as part of their research73%

of B2B tech decision makers use social media on the job77%

Of B2B buyers purchase online51%

Of B2B prospect buyers start their journey with search>70%

of executives now consume 75% of their work-related media electronically55%

Social Referral Traffic

Social vs Search

4,000,000 Web searches

500,000 Content shares

100,000 Product searches

40,000 Tweets created

40,000 Links shortened

In the last sixty seconds…

Situation Geo-location

Device

Attention Clicks, Transactions

Intention Search

Data Sources

Connection Social graph

Add the 4 C’s to the 4 P’s (product, price, place, promotion)

Content (the subject)

Context (relationship – inquired, bought, recommended)

Connection (she asked Amazon to email her friend)

Conversation (creation of community through communication)

Social Data Revolution• Data-driven experimentation that drives business

decision making:

– Credit card company that uses LinkedIn profiles to evaluate credit applications

– Insurance company that uses Facebook to weigh fraud risk

– B2B IT company that uses social network participation as element in scoring sales leads

SE(O) in the Old and NewSearch Engine• Google #1 Source of Traffic• The old competencies:

– Relevant content – Updated content– Focus on keywords– Inbound/Outbound links

• The old lead generation– Forms submission

• Response– Email, phone call

Social Engagement• Twitter/FB #1 Source of

Traffic• The new competencies:

– Inform– Support– Connect– Collaborate

• The new lead generation– Conversation

• Response– Post, comment, tweet

Influence vs CommunicationsCommunication model of the past 50 years

Emerging New Model

Organization

Organization

Audience

Audience

Paid media(advertising, publishing)

“Free” media(PR / media relations)

Step into the stream

Listen Respond

Evaluate for relevance

Legal Technical Context Ideation Refer Respond

Analysis Instrumentation

Scientific Method

• Problem

• Hypothesis

• Action

• Metrics

• Experiment

Analytics Revolution

Bit.ly

Blogs/Forums