the social business agenda: tackling the top 2011 trends for competitiveness
DESCRIPTION
With over 574 million people worldwide on Facebook, 106 million with Twitter accounts, and over 2 billion YouTube videos, how do you leverage this power and stay ahead of your competition? Hear from Sandy Carter, VP, IBM Social Business and Collaboration Solutions Sales and Evangelism, on how to create a Social Busines AGENDA in 2011 that aligns organizational goals while driving experiences and engagements through your business processes, utilizing crowdsourcing, communities, disaster recovery and analytics. Visit www.marketo.com to get access to the full webinar recording.TRANSCRIPT
The Social Business AGENDA: The Social Business AGENDA:
Tackling the top 2011 Trends for Competitiveness
© 2011 Marketo, Inc.
The Social Business AGENDA: Tackling the top 2011 Trends for
Sandy Carter | VP, Social Business
g pCompetitiveness
y | ,Evangelist | IBM Corporation@sandy_carter
#Marketo
What is Social Business?
Use of collaboration/social
EngagingUse of collaboration/social
networking to enable global teamsTo work more effectively
Outperformers
TransparentOutperformers
57%MOREUnderperformers
44%
Nimble28%
Source: IBM CIO Study, 2010
N t O t f d i d f l i f th d l th t (CAGR) fNote: Outperformers are derived from an analysis of the compound annual growth rate (CAGR) for 2003-2008 EBITDA within industries. Outperformers represent companies above the median: n=203
Page 3#MarketoSource: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter, ISBN: 0132618311, Copyright © 2011, IBM Press
The Modern Network Economy:Social BusinessesSocial Businesses
“magic”magic(innovation)
happens herehere
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Align Organizational Goals & Culture
Gain “Friends” Through Social Trust
Engage Through Experiences
Network Your Business Processes
Design for Reputation and Risk ManagementDesign for Reputation and Risk Management
Analyze Your Data
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Analyze Your Data
Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press
Impacts of different cultures, goals, …
Smartphone ProviderBank Servicer
Customers ChannelsBank
Channels
CompanyCompany
Bank’s Customers
Investors PartnersInvestors Partners
Goals:Help our banks “Act Big”
P id i l l ti t t
Goals:Create innovative new products
C t k t
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Provide single solution to customers Create markets
Align Organizational Goals and Culture
IBM Case Spring
Social Computing Guidelines:IBM CaseStudy:
Spring 2005 May
2008
Empower everyone to participateEmployees = brand ambassadorsDigital Council
AlignCorporate Digital Council
Build a culture for participation starting inside first
Corporate Culture
starting inside first
Experiment. A lot.Gaming. Jams.
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Gaming. Jams.
Friends and Social Trust
Desire what Mutual WhatHonestyis best for
the otherunderstanding
and compassion
is a ‘friend’?
Common interests, financial exchange, dislikes, relationships of beliefs, knowledge or prestige
Built Over Time
Social
Care and Commitment
By Transparent, Open CommunicationSocial Trust
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Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press
Gain Trust: Richard Scott Salon
• Aggressively services through Facebook, LinkedIn, Twitter, Foursquare
• Comprehensive integrated marketing to embed trust at
l levery level
• No print ad for 1.5 years; p y ;tremendous growth in new clients
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Engaging Franchisees
Weekly online promo and ad updates are delivered to franchisees – along with gblogs, tagging, ratings and real-time collaboration.
Social business ensures an engaged and enthusiasticengaged and enthusiastic franchisees and a consistent shopping experience at all 120 locations.
Secure document updates support the 30-day low-price guarantee and the 30-day
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guarantee and the 30 day satisfaction guarantee.
Engage: Volvo Virtual Gifting
5.3 million Volvo-branded checkins
1.3 million Volvo-branded virtual goods (including avirtual goods (including a steering wheel, a wheel, the Volvo iron mark, and the S60 vehicle)
20,000 clicks to “See the S60 in Action”S60 in Action
Click-through rate (CTR) of 1 5%
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of 1.5%
Engage: Social Gaming
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Engage: Mobile Crowdsourcing toClean Up Waterways
U iPh
Clean Up Waterways
Use your iPhone –take a picture
U l d t l lUpload: water level, flow rate, trash level
Aggregated data is consolidated and shipped to the water control boards
in the local regions
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Copyright IBM Corporation 2010. All rights reserved. [email protected]
Engage: Building relationshipsdrives business valuedrives business value
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Social Enable Your Marketing
OLD PROCESS: Direct Mail, eMail, Telephone, Advertising, PR, Events
Lead ConversionLead NurtureLead Generation
SOCIAL ENABLED PROCESS: IBM
Add in Social!• WATSON
eBook Twitter,Blogs
ContentActivation
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Blogs Activation
(Social) Network Your Processes: HR Resource Sharing
OLD PROCESS:
HR Resource Sharing
Collaboration Resource Sharing Productivity Future
Planning
Human Resource Process
SOCIAL ENABLED PROCESS: CeMex
BrainstormingBrainstormingnew ideas
Sharing skills
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Sharing skills
Design for Reputation and Risk Management
H l d t
and Risk Management
Have a plan and a teamDevelop a Disaster recovery plan!!!
Be proactive and fast!p
Be transparent with 2 way dialogueDon’t try to manipulate
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Analytics: Gatorade's Command Center
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M f t d it t t h th ti i i t
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Move fast and iterate to reach the tipping pointSource: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press
The World Changes Fast!
Follow me @ sandy_carterhttp://twitter.com/sandy_carter
Subscribe to my bloghttp://socialmediasandy.wordpress.com
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The Social Business AGENDA: T kli h 2011 T d Tackling the top 2011 Trends for Competitiveness
&TWITTER AFTER-PARTY!
Send Sandy Carter a question on Twitter. Include
#Marketo @sandy_carter
#Marketo in your tweet.
The Social Business AGENDA: T kli h 2011 T d Tackling the top 2011 Trends for Competitiveness
&TWITTER AFTER-PARTY!
Send Sandy Carter a question on Twitter. Include
#Marketo @sandy_carter
#Marketo in your tweet.
Thank YouThank YouContact Us+1.877.260.6586www.marketo.com