thomas a. bryner - social. in plain business

social.in plain business.

Thomas A. BrynerExecutive Social Business ConsultantWorld-wide Social Business Tiger TeamIBM Corporation

richardtulloch.wordpress.com

#snmf12#socbiz

© 2012 IBM Corporation | Thomas A. Bryner | 2

customers

LeadPro | flickr © 2012 IBM Corporation | Thomas A. Bryner | 3


discount!

IBM Global CMO Study 2011


Blogger

Twitter

Vimeo

Delicious

Pinterest

Flickr

Picassa

MySpace

RSS

Wordpress

Facebook

mainstream


leverageMarket Management Process: Marketing

We can now do market segmentation in real-time.

Critical Situation Process: Customer Service

Find who can best help me address this urgent problem for my client

Software Deployment Process: IT

Find the technical expertise to fix an error in our ERP system.

Talent Management Process: HR

Anticipate and react competitive poaching of top talent

Lead Development Process: Sales

Use predictive analytics to gather insights into what customers will buy next

social business


Increase loyalty, advocacy, and revenue by listening, analyzing, and acting upon new insights to anticipate individual customers needs

Improve productivity and unleash innovation by tapping into the collective intelligence inside and outside their organizations

“When the right people engage with the

right community, they can change the way

business works”

“When customers are engaged on their own

terms, you create more than a sale, you

create an advocate”

Activate the workforce Create a smarterworkforce

Delight customers Create exceptional customer experiences

leadingSocial Business

Social Software Social Media

Addressing

• Collaboration• Productivity• Employee retaining• Learning• Innovation …

Asset Optimization.

Addressing

• Customer Satisfaction• Customer Conversations• Reputation / Differentiation• (Crowd) Sourcing• Sales ...

Revenue.

Your ownbusiness operations.


the value link

transaction collaboration sales marketing

productivity propensity

asset optimization revenue increase

margin expansion

EBIT

© 2012 IBM Corporation | Thomas A. Bryner | 10_ Bryner (2011)

impact


price

quantity

ATCN

MR

LRMCN

LRMCS

ATCS

ATCN Average Total Cost NormalATCS Average Total Cost SocialLRMCN Long-Run Marginal Cost NormalLRMCS Long-Run Marginal Cost SocialMR Marginal Revenue

V: Margin ExpansionH: Quantity Expansion

innovation?

innovation

transaction collaboration sales marketing

productivity propensity

asset optimization Revenue increase

margin expansion

EBIT

© 2012 IBM Corporation | Thomas A. Bryner | 12_ Bryner 2012 | graphic: socialtimes.com

so that's why

margin expansion allows for price “commitments” without putting your profit base at risk.



management

resortragaz.ch

strategy maps example

L&

GC

usto

mer

Fin

ance

Inte

rnal B

P

knowledge

innovation

reputation

talents

productivity

lowerATC

profit

new products

better sales

personal engagement

faster service

© 2012 IBM Corporation | Thomas A. Bryner | 15ATC: Average Total Cost

© 2012 IBM Corporation | Thomas A. Bryner | 16_ Bryner 2012

systemVision

Mission

StrategyMaps

CorporateBalancedScorecard

Segment(s)BalancedScorecard

Vitality

Social SoftwareSocial Media

Management System

Conceptual Problem Zone

KPIsKVIs

Capabilityand the question of causality


system (cont)

thank you.

Thomas A. BrynerExecutive Social Business Consultant

World-wide Collaboration Tiger TeamIBM Corporation

[email protected]

@brynerth


Picture Credits:Page 1: richardtulloch.wordpress.com via GooglePage 3: LeadPro via flickrPage 8: 123rf.com via GooglePage 14: resortragaz.ch via GooglePage 17: bhikku via flickr

Company names, product names, logos, symbols, or graphicsmay be the property of the respective owner.

in sync?

Source: IBM Institute for Business Value Analysis, CRM 2011; sample size Consumer N=1056; Business Learn N=333, General Info N=336, Submit Opinion N=334, Exclusive Info N=333, Reviews/Rankings N=333, Feel Connected N=331, Customer Service N=331, Submit Ideas N=332, Community N=329, Event N=332, Purchase N=334, Discounts N=331

Consumers’ Ranking: The ways they interact with companies via social sites

(61%) Discount

(22%) Be Part of a Community

(55%) Purchase

(53%) Reviews and Product Rankings

(53%) General Information

(52%) Exclusive Information

(51%) Learn about New Products

(49%) Submit Opinion on Current Products/Services

(37%) Customer Service

(34%) Event Participation

(33%) Feel Connected

(30%) Submit Ideas for New Products/Services

Feel Connected (64%)

Be Part of a Community (61%)

Discount (60%)

Learn about New Products (73%)

General Information (71%)

Submit Opinion on Current Products/Services (69%)

Exclusive Information (68%)

Reviews and Product Rankings (67%)

Customer Service (63%)

Submit Ideas for New Products/Services (63%)

Event Participation (61%)

Purchase (60%)

Businesses’ Ranking: Why they think consumers interact them via social sites

IBM CRM Study – From Social Media to Social CRM – What Customers Want


really?

(22%) Be Part of a Community

(33%) Feel Connected

Feel Connected (64%)

Be Part of a Community(61%)

Consumers’ Ranking: The reasons they interact with companies via social sites

Businesses’ Ranking: Why they think consumers follow them via social sites

Discount (60%)

Purchase (60%)

(55%) Purchase

(61%) Discount

(53%) Reviews and Product Rankings

(53%) General Information

(52%) Exclusive Information

(51%) Learn about New Products

(49%) Submit Opinion on Current Products/Services

(37%) Customer Service

(34%) Event Participation

(30%) Submit Ideas for New Products/Services

Learn about New Products (73%)

General Information (71%)

Submit Opinion on Current Products/Services (69%)

Exclusive Information (68%)

Reviews and Product Rankings (67%)

Customer Service (63%)

Submit Ideas for New Products/Services (63%)

Event Participation (61%)

Source: IBM Institute for Business Value Analysis, CRM 2011; sample size Consumer N=1056; Business: Learn N=333, General Info N=336, Submit Opinion N=334, Exclusive Info N=333, Reviews/Rankings N=333, Feel Connected N=331, Customer Service N=331, Submit Ideas N=332, Community N=329, Event N=332, Purchase N=334, Discounts N=331

IBM CRM Study – From Social Media to Social CRM – What Customers Want


monetate, ecommerce quarterly EQ2 2012social media icon: itforchange.orgsearch icon: iconfinder.comemail icon: joergweis.wordpress.com © 2012 IBM Corporation | Thomas A. Bryner | 22

conversion

0.59 %

2.49 %

4.25 %

monetate, ecommerce quarterly EQ2 2012social media icon: itforchange.orgsearch icon: iconfinder.comemail icon: joergweis.wordpress.com © 2012 IBM Corporation | Thomas A. Bryner | 23

average value

$ 64.19

$ 82.72

$ 90.40

thomas a. bryner - social. in plain business

Business

ibm corporation thomas

ibm institute

community n

opinion n

ideas n

customer service n

event n

connected n