© 2012 IBM Corporation1

Why is social business important?

Daryl Pereira - @CagedEther

© 2012 IBM Corporation2

Commerce used to be more personal and customized

© 2012 IBM Corporation3

Businesses would form a relationship with customers

© 2012 IBM Corporation4

Customers knew each other and could discuss products

© 2012 IBM Corporation5

Phase 1: the move to efficiency

© 2012 IBM Corporation6

Mass production brought economies of scale

© 2012 IBM Corporation7

Marketing could create segments around products

© 2012 IBM Corporation8

Point-of-sale optimized for rapid transactions

© 2012 IBM Corporation9

Phase 2: the rise of the social business

© 2012 IBM Corporation10

We work/live in silos

© 2012 IBM Corporation11

We sometimes share common interests

© 2012 IBM Corporation12

Social networks unite common interests

© 2012 IBM Corporation13

There are external social networks

Facebook

Twitter

LinkedIn

Google+

Instagram

© 2012 IBM Corporation14

There are internal social networks

Lithium

Jive

IBM Connections

Salesforce Chatter

© 2012 IBM Corporation15

Markets become conversations

© 2012 IBM Corporation16

Customers have many more points of interaction

© 2012 IBM Corporation17

Within an organization information can be shared more efficiently

© 2012 IBM Corporation18

Measurement helps define value

© 2012 IBM Corporation19

What current trends does social business drive?

© 2012 IBM Corporation20

Reaching out to relevant advocates

Influencer marketing

Edelman Trust Barometer, 2013

Identify influencers

Build a relationship

Offer advocacy opportunities

Measure, iterate

© 2012 IBM Corporation21

What not to do!

Influencer marketing

© 2012 IBM Corporation22

Building systems around our relationships

Systems of engagement

© 2012 IBM Corporation23

Building businesses around networks

Collaborative economy

© 2012 IBM Corporation24

Social networking opens up new forms of value creation

Collaborative economy

Altimeter Group

© 2012 IBM Corporation25

Next steps

© 2012 IBM Corporation26

How does social networking bring businesses closer to customers?

How does social networking help product innovation?

How does social networking foster knowledge-sharing within the enterprise?

How does social networking increase employee productivity?

How does social networking help business owners understand their business?

How can social networking help your next job find you?

A

F

C D

E

B

Each team has two weeks to explore a topic

© 2012 IBM Corporation27

Resources

Find numerous resources at www.socbizsymposium.com

Reach out and ask questions on #socbizedu

Do your research!