Download - 20110916 social business agenda
Social Business AgendaTransforming Relationships for Growth, Innovation, and Efficiency
2©2011 IBM Corporation
Mainframe
PCs
InternetSocial
Departmental
Technology enabled Business Transformation
The Fifth IT Era:The era of Social Business
3©2011 IBM Corporation
Engaging
Transparent
Nimble
What is a Social Business?
4©2011 IBM Corporation
E ngaged
T rans parent
Nimble
Social BusinessSocial Media
Primarily marketing and PR Encompasses organization and business processes
Social Media vs. Social Business
5©2011 IBM CorporationSource: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press
Align Organizational Goals & Culture
Gain Social Trust
Engage Through Experiences
Network Your Business Processes
Design for Reputation and Risk Management
Analyze Your Data
The Social Business Agenda
6©2011 IBM Corporation
Goals:•Help our banks “Act Big”•Provide single solution to customers
Goals:•Create innovative new products•Create markets
Goals Drive the Appropriate Engagement Model, Tools & Analytics
eats strategy for lunch!CULTURE
7©2011 IBM Corporation
Goals:
Cultural Approach:
BASF
8©2011 IBM Corporation
(Sun Life on Main Stage @ Lotusphere)
Sun LifeGoals•Drive Revenue & Profit Through…
– Attracting Millennium Workers– Attracting Millennium Customers– Capture and Share Expertise
Culture•Executive Sponsorship•Social Guidelines and Policies•IdeaShare: 330 New Ideas
9©2011 IBM Corporation
Culture Driven by Strong Governance
Community ManagementContent
Management
Center of Excellence
Reputation / Risk Mgmt
Metrics & Measurement
Standards
Key Activities
Executive Sponsors
Digital Council
10©2011 IBM Corporation
IBM CaseStudy:
AlignCorporate Culture
Social Computing Guidelines:Social Computing Guidelines: Spring
2005 May 2008
Empower everyone to participate Employees = brand ambassadors Digital Council
Build a culture for participation startinginside first
Experiment. A lot. Gaming. Jams.
Empower everyone to participate Employees = brand ambassadors Digital Council
Build a culture for participation startinginside first
Experiment. A lot. Gaming. Jams.
Align Organizational Goals and Culture
10
11©2011 IBM Corporation
Tippers
Friends
Followers
Gain Social Trust
Expertise & Thought Leadership
Responsive &
Consistent
Transparent & Open
12©2011 IBM Corporation
Cars.com – Trust with dealers
Transparent & Open: Consumer Dealer Reviews
Expertise & Leadership: Expert Advice on Car Buying
Responsive & Consistent:Rapid Response Time
13©2011 IBM Corporation
Gain Trust: CEMEX “Shift”
Transparent & Open: Over 95% Participation
Expertise & Leadership: Over 500 Expert Communities
Responsive & Consistent:Guidance & Feedback
14©2011 IBM Corporation
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
15©2011 IBM Corporation
Engage: 1-800-FlowersIntegrated Online Sites AND Store Experience
16©2011 IBM Corporation
Engage: Children’s HospitalInteractive video
Dr J. Burns, Children's Hospital
Boston
Masters site Run by IBM Videos HD / Avatars /
Content
IBM Interactive Solution
Runs on Thumb Drive
Cloud Based Updates
Social Network
Learning powerful “Teaming Skills”, different locations, generating “hypothesis”
17©2011 IBM Corporation
Aggregated data is consolidated and shipped to the water control boards in the local regions
Use your iPhone – take a picture
Upload: water level, flow rate, trash level
Copyright IBM Corporation 2010. All rights reserved. [email protected]
Engage: Creek WatchInteractive Mobile Crowdsourcing to Clean Up Waterways
18©2011 IBM Corporation
Engage: Interactive Social Gaming
19©2011 IBM Corporation
Branded virtual gift for Facebook & MySpace members
Engage: Godiva Interactive virtual gifting
20©2011 IBM Corporation
Engage: FabergeIdentifying the Inner Sanctum
21©2011 IBM Corporation
Over 3.5M Views!Most kissable person contest!
Engage: ColgateIdentifying with personalized targeted audience
22©2011 IBM Corporation
Product & Service Development
Marketing, Customer Service
Deeper client relationships
Speed-to-Market
Adaptability to MarketOperations,
Human Resources
Traditional Business'
Push' marketing C
ontrol brand
Invest R&D
Ideas from inside
Siloed
Rigid
Outcomes
Social BusinessL
isten to marketB
uild advocates
Embed social in process
Connect in and outside
Build communities
Act small
(Social) Network Processes
23©2011 IBM Corporation
Found China wine communities
Joined conversations
Found tippersSent wine sample
Engaged in contests
Gained trustEntered China
market
Social Enable Your Marketing
Lead Generation Lead Nurture Lead Conversion
Marketing Process
OLD PROCESS: Direct Mail, eMail, Telephone, Advertising, PR, Events
SOCIAL ENABLED PROCESS: Chilean Govt
24©2011 IBM Corporation
Value of Social Business for Sales and Marketing Management
Realized benefit - median improvement %
Increase effectiveness of awareness (realized by 52% of respondents)
Increased effectiveness of conversion(realized by 52% of respondents)
Increase revenue(realized by 18% of respondents)
(*) “The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010
25©2011 IBM Corporation
Content Management Process
Reqmts & Concept
Definition & Plan
Develop& Qualify
Ramp Up& Launch
Life CycleMgmt
OLD PROCESS:
SOCIAL ENABLED PROCESS
Social Enable – Customer Service
26©2011 IBM Corporation
10%
15%
18%
0% 5% 10% 15% 20%
Realized benefit - median improvement %
Value of Social Business for Customer Service
(*) “The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010
Increase customer satisfaction(realized by 77% of respondents)
Reduce support costs(realized by 35% of respondents)
Reduce marketing costs(realized by 45% of respondents)
27©2011 IBM Corporation
OLD PROCESS:
SOCIAL ENABLED PROCESS: IBM
Site to solicit product ideas
Social Enable – Product Development
Product Development Process
28©2011 IBM Corporation
Realized benefit - median improvement %
Increase speed of access to external experts(realized by 40% of respondents)
Increase number of successful innovations(realized by 28% of respondents)
Reduce time to market for new products/services(realized by 29% of respondents)
Value of Social Business for R&D and New Product Development
(*) “The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010
29©2011 IBM Corporation
OLD PROCESS:
SOCIAL ENABLED PROCESS: Celestica
2010 Celestica #1 Game Changer Award Winner
Social Enable - HR Resource Sharing
Human Resource Process
30©2011 IBM Corporation
Realized benefit - median improvement %
Increase speed of access to internal knowledge(realized by 77% of respondents)
Reduce internal communicationsexpense(realized by 60%)
Increase speed of access to internal experts(realized by 52% of respondents)
Value of Social Business for HR and Talent Management
(*) “The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010
31©2011 IBM Corporation
Design 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
32©2011 IBM Corporation
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
Risk Management
33©2011 IBM Corporation
BLOGS
DISCUSSION FORUMS
NEWSGROUPS
Source Areas
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 TOPICSAFFINITY ANALYTICS
Business DriversCustomer CareCorporate Reputation
Campaign Effectiveness
Competitive Analysis
Product Insight
MULTILINGUAL
Analyze Your Data
34©2011 IBM Corporation
Analytics: Gatorade's Command Center
35©2011 IBM Corporation
Governance, Compliance and Security
Identity Integration and Management
Interaction Content Insight
Social Business Foundation TechnologiesEnable data capture, analysis and collaboration
User Experience and Mobility
Solution planning,
design and development
Solution delivery and
management
Hybrid model supporting cloud and on premises
components
Social Business SolutionsTransform business processes using social technologies
Cooperative Application TechnologiesIntegrate business functions with the social infrastructure
Business process management
Information management
Business analyticsand optimization
Roles Processes ApplicationsStrategy Change Management
Social Business Reference ArchitectureDescribes the capabilities available from IBM and IBM Business Partners to implement social business solutions
36©2011 IBM Corporation
¡Muchas gracias!
Flávio MendesIBM Latin America Portal and Social Business Tiger Team Leader
Rio de Janeiro - Brasil
Tel 55 21 9999-9559Email: [email protected]: fgfmendes.blogspot.com
fgfmendes.blogspot.com
fgfmendes.blogspot.com