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

2

3

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

4

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?

5

Engaged

Transparent

Nimble

Social BusinessSocial Media

Primarily marketing and PR

Encompasses organization and

business processes

Social Media vs. Social Business

6

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

7

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

9

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%

11

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

13

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

14

Engage: Interactive Social Gaming EEEEEEEEEEEE

15

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

16

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

17

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:

20

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

21

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

23

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

24

Social Business Adoption Advocates

25

Call to action

26

Follow me @ sandy_carterhttp://twitter.com/sandy_carter

Subscribe to my bloghttp://socialmediasandy.wordpress.com/

27

Available NowISBN-10: 0132618311ISBN-13: 9780132618311