the journey of going google
DESCRIPTION
The steps in the journey to a new way of doing business on the internet, call it "Going Google" or "going social" if you prefer or "going collaborative" or "going community".TRANSCRIPT
Bob Barker The Google+Business Network
March 2013
The Journey of going
Bob Barker
Can I have an upgrade?Societal adoption of internetand social technologies
Driven
by Moore’
s Law
“Social Media is the next phase of humanity”
Deepak Chopra September 2012
Out of date
Systems Uncompetitive & Expensive
Business as usualSocietal adoption of internetand social technologies
Driven
by Moore’
s Law
Slow
Struggling to keep up with
pace of change
Invisible Not really online/social - no content to share
Flat
or no growthdifficult to attract new customer
BoilingFrogs
Out of date
Systems Uncompetitive & Expensive
Mind the gapSocietal adoption of internetand social technologies
Unseen GapEmerging
‘Corporate Spring’ required?Driv
en by M
oore’s L
aw
Mobile
Cloud
Social
Big Data
Slow
Struggling to keep up with
pace of change
Invisible Not really online/social - no content to share
Flat
or no growthdifficult to attract new customer
BoilingFrogs
The Journey
A new way of doing business
New way of working
New way of marketing
New way of Growing
New way of thinking
The Journey
A new way of doing business
New way of working
New way of marketing
New way of Growing
New way of thinking
GOOGLE.COM
Google+StagesThe Model
INTERNALGOOGLE
EXTERNAL GOOGLE
STRATEGICGOOGLE
New way of thinking
New way of working
New way of marketing
New way of Growing
©This is the intellectual Property of Bob Barker and Thomas Power
Google+StagesThe Outcomes
INTERNALGOOGLE
EXTERNAL GOOGLE
STRATEGICGOOGLE
SAVE MONEYMORE PRODUCTIVE
MAKE MONEYMORE CLIENTS
MOVE SHARE PRICEMORE TRUST
DIGITAL MINDSETMOBILE FIRST GOOGLE.COM
©This is the intellectual Property of Bob Barker and Thomas Power
CFO/COO
CMO/CSO/BRAND
CEO/FPR/COMMUNITY
CIO/CTO
Google+StagesThe Roles
NOTGOOGLE
INTERNALGOOGLE
EXTERNAL GOOGLE
STRATEGICGOOGLE
©This is the intellectual Property of Bob Barker and Thomas Power
Google+StagesA new way of thinking
New way of thinking
©This is the intellectual Property of Bob Barker and Thomas Power
Google is to the Web what Microsoft was to the PC
©This is the intellectual Property of Bob Barker and Thomas Power
Closed
Selective
Controlling
Open
Random
Supportive
A change in mindset
Institutional Thinking
NetworkThinking
©This is the intellectual Property of Bob Barker and Thomas Power
CSC/CRC
OSC/OSS
ORS/ORC
CSS/CRS
Google+StagesThe MindsetLeadORS Levels
GOOGLE.COM
INTERNALGOOGLE
EXTERNAL GOOGLE
STRATEGICGOOGLE
©This is the intellectual Property of Bob Barker and Thomas Power
Google+Stages
New way of thinking GOOGLE.COM
New way of working
©This is the intellectual Property of Bob Barker and Thomas Power
Human Media
Communities
Circles
Google+StagesThe Transition Required
New way of thinking
IT DEPARTMENT & FINANCE What’s the ROI?
What we have works
GOOGLE.COM
New way of working
©This is the intellectual Property of Bob Barker and Thomas Power
IT is going…into the cloudBased on social technologies
Cloud Computing – replaces traditional ITPersonal Cloud – replaces the Personal Computer
Integrated Ecosystems – lower cost and no hardware
Top Trends for 2013
Microsoft Estate
Webex Minutes
Hardware and IT costs
½
Device Costs
20-25% potential improvement in
Knowledge worker
productivity
Businesses are going social
Google+Stages
New way of thinking
New way of working
New way of marketing
INTERNALGOOGLE
©This is the intellectual Property of Bob Barker and Thomas Power
GOOGLE.COM
Marketing’s gone social
Online word of mouth Out of (your) control
“Social media is about being trustable”
Don Peppers 1:1 Group
©This is the intellectual Property of Bob Barker and Thomas Power
Selling’s going social
Selling is friending
Google+StagesThe Transition Required
New way of thinking
New way of working
New way of marketing
MARKETING & AGENCY
What’s the ROI?
What we have works
We’ve got it covered
INTERNALGOOGLE
IT DEPARTMENT & FINANCE
©This is the intellectual Property of Bob Barker and Thomas Power
GOOGLE.COM
We’ve got in coveredThe girl that does the Twitter
Don’t worry we (the agency) will do it for you
The bloke in the agency that does your social media
Google+StagesThe IMPACT = not social
Tick box Socialmarketing
What’s the ROI?
What we have works
MISSED THE POINT
IT DEPARTMENT & FINANCE
New way of working
MARKETING & AGENCY
©This is the intellectual Property of Bob Barker and Thomas Power
GOOGLE.COM
Google+StagesWhy you need to go on the Journey
INTERNALGOOGLE
EXTERNAL GOOGLE
New way of thinking
New way of working
New way of marketing
©This is the intellectual Property of Bob Barker and Thomas Power
“Marketing is far to important to be left
to the marketing department” David Packard,
Founder HP
CEO’s are going social
Traditional Customer Engagement
Long Traditional multi level sales funnel
Cross sell opportunities based On company push campaigning
PR
Ads
DM
Contact Centre Sales
AfterSales
CrossSales
Point of Purchase
©This is the intellectual Property of Bob Barker and Thomas Power
Social Customer Engagement
Social Search
Content in Context
Real time response
Customer Community
Customer Self Service
Sharing & Advocacy
Short sales funnel based on conversations & participation
Customers sell to themselvesBased on social activity
Point of Purchase
ConversationsCreate
Transactions
©This is the intellectual Property of Bob Barker and Thomas Power
Google+StagesThe Behaviours
New way of thinking
New way of working
New way of marketing
New way of Growing
What’s the ROI?
What we have works
We’ve got it covered
INTERNALGOOGLE
EXTERNAL GOOGLE
MARKETING/AGENCY
IT DEPARTMENT
©This is the intellectual Property of Bob Barker and Thomas Power
GOOGLE.COM
Google+StagesThe Behaviours
New way of thinking
New way of working
New way of marketing
New way of Growing
MANAGEMENT
MARKETING/AGENCY
IT DEPARTMENTWhat’s the ROI?
What we have works
We’ve got it covered
We don’t believe you, prove it.
STRATEGICGOOGLE
INTERNALGOOGLE
EXTERNAL GOOGLE
©This is the intellectual Property of Bob Barker and Thomas Power
GOOGLE.COM
Share PriceSocial and Share Price Correlation
TrustabilityA Trustable company Score
Follows the Golden Rule toward customers and builds a corporate culture around that principle
Designs its business to ensure that what’s best for the customer is financially better for the firm , overall
Follows through on the spirit of what it promises by proactively looking out for customers interests
Recognizes that what people say about the brand is far more important than what the company says
Seeks to ensure that customers want to remain loyal because they trust the firm to act in their interest
Uses customer analytics to balance current profits against changes in actual shareholder value
SOURCE: Peppers and Rogers
Rising tide effect on people potential
• Better informed workforce – to keep up with Global competition
• Better connected workforce – internally, to react to the speed of business
• Better networked workforce externally – all little black books connected = easier to generate new business
• knowledge workers build social capital intelligence to create community/content
• Build network thinking to foster innovation
©This is the intellectual Property of Bob Barker and Thomas Power
Community – so much more than a user base
• Customer Community– Members buy more– Members share more– Members create more
• Employee Community– Innovation flow
• Support Community– Quality of response– Reduction in own support infrastructure
• Global Community– Crowd Sourcing
©This is the intellectual Property of Bob Barker and Thomas Power
The other journey…
Business
Personal
©This is the intellectual Property of Bob Barker and Thomas Power
NOTWEB ENABLED
PARTICIPATION
REPUTATION
CONTRIBUTION
Google+StagesThe Personal Journey
INTERNALGOOGLE
EXTERNAL GOOGLE
STRATEGICGOOGLE
NOTINTERESTED
Network Competence
Information Competence
Technology CompetenceLack of
skills/never learnt
Too fluffyToo Busy
Can’t get myhead around it
©This is the intellectual Property of Bob Barker and Thomas Power
Google MakeoverPersonal Computer toPersonal Cloud
New way of thinking
New way of working
New way of marketing
New way of growing
Organize your devices
Organize your cloud
Organize your content
Organize yourcommunities
©This is the intellectual Property of Bob Barker and Thomas Power
Google+StagesThe Outcomes
INTERNALGOOGLE
EXTERNAL GOOGLE
STRATEGICGOOGLE
SAVE MONEYMORE PRODUCTIVE
MAKE MONEYMORE CLIENTS
MOVE SHARE PRICEMORE TRUST
DIGITAL MINDSETMOBILE FIRST GOOGLE.COM
©This is the intellectual Property of Bob Barker and Thomas Power
New way of thinking
New way of working
New way of marketing
New way of Growing
IT Savings
End UserProductivity
Social MediaValue
OtherBusinessBenefits
Google+StagesThe Business Case ToolBy Industry
©This is the intellectual Property of Bob Barker and Thomas Power
‘Going Social/Google’ is a Rising Tide StrategyThe Impact - it effects the whole firm
Social media is important to your whole company. Your approach has to be Enterprise wide
Mark Gindeland, CMO TeleTech
GOOGLE.COM
INTERNALGOOGLE
EXTERNAL GOOGLE
STRATEGICGOOGLE
SAVE MONEYMORE PRODUCTIVE
MAKE MONEYMORE CLIENTS
MOVE SHARE PRICEMORE TRUST
DIGITAL MINDSETMOBILE FIRST
©This is the intellectual Property of Bob Barker and Thomas Power
GOOGLE.COM
INTERNALGOOGLE
EXTERNAL GOOGLE
STRATEGICGOOGLE
New way of Marketing
New way of Working
New way of Thinking
Google+StagesThe Tasks: New way of Growing
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©This is the intellectual Property of Bob Barker and Thomas Power
INTERNALGOOGLE
EXTERNAL GOOGLE
STRATEGICGOOGLE
Google+StagesThe Products
Mobile - Individual, BYODDevices - Android, Nexus, Chrome Book
Browser - ChromeCloud - business and personal
Cloud – Back OfficeAPPs, GMail , Calender , Docs, Drive,
G+Hangouts, G+ Communities & Circles (Internal)
Social – Front officeG+ Circles & Communities (External) SMM –
Wildfire, Search/PPC, Analytics YouTube
Big Data - GrowthG+Communities, Wallet, Maps
Big Query
New way of Marketing
New way of Working
New way of Thinking
New way of Growing
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©This is the intellectual Property of Bob Barker and Thomas Power
The JourneyLet us be your guides
New way of working
New way of marketing
New way of Growing
New way of thinking
©This is the intellectual Property of Bob Barker and Thomas Power
