enterprise 3.0: how digital technology drives social...

© 2013 IBM Corporation

Enterprise 3.0: How Digital Technology Drives Social Business

Brandi Boatner, Digital Experience Manager

June 27, 2013

© 2013 IBM Corporation 4 4 4

Enterprise 3.0 focuses on the opportunties social business offers and how organizations can turn them into reality

Introduction

Enable the social organization

Engage and listen

Build the community

Shift towards sales

and service

Increase knowledge

transparency and velocity

Find and build expertise

Leverage capabilities beyond

organizational boundaries

Capture new ideas from anyone

Use internal communities

to innovate

Enable structured innovation

efforts

Address risk Measure results Manage the change

Social business

Create valued customer

experiences

Drive workforce

productivity and effectiveness

Accelerate innovation

Source: Institute for Business Value

© 2013 IBM Corporation 5 5

Organizations are moving beyond promotion towards driving sales and support, raising some critical questions

Uses of social business1

Critical questions to integrate social

across the customer value chain

To what extent do your customers receive

a similar social experience across different

channels?

How do different functions develop a

common view about managing the

customer throughout the product lifecycle?

What kinds of information are being

captured across functions regarding

customers’ social activities and

preferences?

How effective are your metrics in

evaluating the impact of social investments

across functional boundaries?

Create valued customer experiences > Shift towards sales and support

Promote events/ marketing campaigns

Generate sales leads and revenue

Provide product and services support

Sell products directly to customers

Today Next two years

83%

71%

74%

51%

69%

46%

61%

35%

Source: Institute for Business Value; Business of Social Business Study, 1 Based on responses from individuals having personal experience with customer-related social business

activities (n = 599)


Create valued customer experiences

What is happening

Organizations are listening to, and

engaging with, customers at a deeper

level to create valued experiences

Customer communities are increasingly

playing an important role in how

organizations interact with their customers

In addition to traditional promotion and

brand management efforts, organizations

will be increasingly using social approaches

to drive sales and service

What leading companies do

Develop approaches for capturing,

interpreting and acting on what

customers are saying

Develop community management skills

and processes that build customer loyalty

and co-opt customers as strategic allies

Provide consistent, reinforcing experiences

across multiple customer touch points



© 2013 IBM Corporation 9 9

Analytics can integrate social and traditional data to develop insights that can lead to better customer decisions

SentimentAnalytics

Marketing campaign optimization

Micro segment and response prediction

Scenario analysis

What do I offer?

When? To whom?

What should I invest in?

How do I identify and become more intimate with audience segments?

How do I get a better ROI from my marketing investments?

How can I better forecast demand in different markets and channels?

How do I apply promotional

tactics to optimize revenue? S

ou

rce

M

ark

et

Se

ll

Embed social business Into the organization

Customer analytics Data sources Decisions

9

Marketing

campaign

data

CRM

data

Competitive

data Financial

data

Sell thru

data

Source: IBM Global Business Services


American Express has developed unique approaches to establishing communities, engaging customers, and driving social commerce

In 2007, established OPEN Forum.com ,

which allows small-business owners to share

ideas and connect them to insights, advice,

and tools needed to manage and grow their

companies

In 2009 established two primary Twitter

handles:

– @AskAmex to answer customer service

inquiries with a team of customer care

professionals

– @AmericanExpress to engage card

members in American Express news,

offers and experiences

In 2011 - 2012, launched industry-first

technology that enables Cardmembers to sync

their cards with Facebook, Foursquare and

Twitter and get access to special offers,

content and experiences from top brands


Source: IBV Interviews; Piskorski, Mikolaj and David Chen, “Social Strategy at American Express;”Harvard Business School case 9-712-447, April 12, 2012;http://about.americanexpress.com/sm/


Create valued customer experiences Actions to move forward

Create valued customer experience

Engage with individuals and groups

Integrate insights from

customer conversations

with purchase and usage

data to innovate and

personalize offerings

Identify the areas of

the value chain where

customers are looking

to interact via social

channels

Develop a social media

strategy that integrates

relevant components of

marketing, sales and

service

Develop organization-

wide, cross-functional

approach to listening

and responding to

customers

Design customized

“storefronts” that are

aggregated from

different retailers using

social information

Pay attention to

existing customer

communities

sponsored by

outsiders

Initiate, host and

nurture customer

communities to build

engagement and learn

from customers

Incorporate communities

into core organizational

processes e.g., sales,

support, product

innovation

Basics Leading Edge Future State

Fuse the external

company brand with the

internal corporate culture

to create a consistent

customer experience at

all touch points

Build communities

Shift towards sales and service



IBM Presentation Template Full Version

Contact & Questions

Questions? Email: [email protected]

Follow me on Twitter @thinkbluepr

Follow me on LinkedIn

www.linkedin.com/in/brandiboatner/

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http://www.linkedin.com/in/brandiboatner/

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