20110916 social business agenda

Social Business AgendaTransforming Relationships for Growth, Innovation, and Efficiency

2©2011 IBM Corporation

Mainframe

PCs

InternetSocial

Departmental

Technology enabled Business Transformation

The Fifth IT Era:The era of Social Business


Engaging

Transparent

Nimble

What is a Social Business?


E ngaged

T rans parent

Nimble

Social BusinessSocial Media

Primarily marketing and PR Encompasses organization and business processes

Social Media vs. Social Business

5©2011 IBM CorporationSource: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press

Align Organizational Goals & Culture

Gain Social Trust

Engage Through Experiences

Network Your Business Processes

Design for Reputation and Risk Management

Analyze Your Data

The Social Business Agenda


Goals:•Help our banks “Act Big”•Provide single solution to customers

Goals:•Create innovative new products•Create markets

Goals Drive the Appropriate Engagement Model, Tools & Analytics

eats strategy for lunch!CULTURE


Goals:

Cultural Approach:

BASF


(Sun Life on Main Stage @ Lotusphere)

Sun LifeGoals•Drive Revenue & Profit Through…

– Attracting Millennium Workers– Attracting Millennium Customers– Capture and Share Expertise

Culture•Executive Sponsorship•Social Guidelines and Policies•IdeaShare: 330 New Ideas


Culture Driven by Strong Governance

Community ManagementContent

Management

Center of Excellence

Reputation / Risk Mgmt

Metrics & Measurement

Standards

Key Activities

Executive Sponsors

Digital Council


IBM CaseStudy:

AlignCorporate Culture

Social Computing Guidelines:Social Computing Guidelines: Spring

2005 May 2008

Empower everyone to participate Employees = brand ambassadors Digital Council

Build a culture for participation startinginside first

Experiment. A lot. Gaming. Jams.

Empower everyone to participate Employees = brand ambassadors Digital Council

Build a culture for participation startinginside first

Experiment. A lot. Gaming. Jams.

Align Organizational Goals and Culture

10


Tippers

Friends

Followers

Gain Social Trust

Expertise & Thought Leadership

Responsive &

Consistent

Transparent & Open


Cars.com – Trust with dealers

Transparent & Open: Consumer Dealer Reviews

Expertise & Leadership: Expert Advice on Car Buying

Responsive & Consistent:Rapid Response Time


Gain Trust: CEMEX “Shift”

Transparent & Open: Over 95% Participation

Expertise & Leadership: Over 500 Expert Communities

Responsive & Consistent:Guidance & Feedback


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


Engage: 1-800-FlowersIntegrated Online Sites AND Store Experience


Engage: Children’s HospitalInteractive video

Dr J. Burns, Children's Hospital

Boston

Masters site Run by IBM Videos HD / Avatars /

Content

IBM Interactive Solution

Runs on Thumb Drive

Cloud Based Updates

Social Network

Learning powerful “Teaming Skills”, different locations, generating “hypothesis”


Aggregated data is consolidated and shipped to the water control boards in the local regions

Use your iPhone – take a picture

Upload: water level, flow rate, trash level

Copyright IBM Corporation 2010. All rights reserved. [email protected]

Engage: Creek WatchInteractive Mobile Crowdsourcing to Clean Up Waterways


Engage: Interactive Social Gaming


Branded virtual gift for Facebook & MySpace members

Engage: Godiva Interactive virtual gifting


Engage: FabergeIdentifying the Inner Sanctum


Over 3.5M Views!Most kissable person contest!

Engage: ColgateIdentifying with personalized targeted audience


Product & Service Development

Marketing, Customer Service

Deeper client relationships

Speed-to-Market

Adaptability to MarketOperations,

Human Resources

Traditional Business'

Push' marketing C

ontrol brand

Invest R&D

Ideas from inside

Siloed

Rigid

Outcomes

Social BusinessL

isten to marketB

uild advocates

Embed social in process

Connect in and outside

Build communities

Act small

(Social) Network Processes


Found China wine communities

Joined conversations

Found tippersSent wine sample

Engaged in contests

Gained trustEntered China

market

Social Enable Your Marketing

Lead Generation Lead Nurture Lead Conversion

Marketing Process

OLD PROCESS: Direct Mail, eMail, Telephone, Advertising, PR, Events

SOCIAL ENABLED PROCESS: Chilean Govt


Value of Social Business for Sales and Marketing Management

Realized benefit - median improvement %

Increase effectiveness of awareness (realized by 52% of respondents)

Increased effectiveness of conversion(realized by 52% of respondents)

Increase revenue(realized by 18% of respondents)

(*) “The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010


Content Management Process

Reqmts & Concept

Definition & Plan

Develop& Qualify

Ramp Up& Launch

Life CycleMgmt

OLD PROCESS:

SOCIAL ENABLED PROCESS

Social Enable – Customer Service


10%

15%

18%

0% 5% 10% 15% 20%


Value of Social Business for Customer Service


Increase customer satisfaction(realized by 77% of respondents)

Reduce support costs(realized by 35% of respondents)

Reduce marketing costs(realized by 45% of respondents)


OLD PROCESS:

SOCIAL ENABLED PROCESS: IBM

Site to solicit product ideas

Social Enable – Product Development

Product Development Process



Increase speed of access to external experts(realized by 40% of respondents)

Increase number of successful innovations(realized by 28% of respondents)

Reduce time to market for new products/services(realized by 29% of respondents)

Value of Social Business for R&D and New Product Development



OLD PROCESS:

SOCIAL ENABLED PROCESS: Celestica

2010 Celestica #1 Game Changer Award Winner

Social Enable - HR Resource Sharing

Human Resource Process



Increase speed of access to internal knowledge(realized by 77% of respondents)

Reduce internal communicationsexpense(realized by 60%)

Increase speed of access to internal experts(realized by 52% of respondents)

Value of Social Business for HR and Talent Management



Design 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


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

Risk Management


BLOGS

DISCUSSION FORUMS

TWITTER

NEWSGROUPS

FACEBOOK

Source Areas

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 TOPICSAFFINITY ANALYTICS

Business DriversCustomer CareCorporate Reputation

Campaign Effectiveness

Competitive Analysis

Product Insight

MULTILINGUAL

Analyze Your Data


Analytics: Gatorade's Command Center


Governance, Compliance and Security

Identity Integration and Management

Interaction Content Insight

Social Business Foundation TechnologiesEnable data capture, analysis and collaboration

User Experience and Mobility

Solution planning,

design and development

Solution delivery and

management

Hybrid model supporting cloud and on premises

components

Social Business SolutionsTransform business processes using social technologies

Cooperative Application TechnologiesIntegrate business functions with the social infrastructure

Business process management

Information management

Business analyticsand optimization

Roles Processes ApplicationsStrategy Change Management

Social Business Reference ArchitectureDescribes the capabilities available from IBM and IBM Business Partners to implement social business solutions


¡Muchas gracias!

Flávio MendesIBM Latin America Portal and Social Business Tiger Team Leader

Rio de Janeiro - Brasil

Tel 55 21 9999-9559Email: [email protected]: fgfmendes.blogspot.com

[email protected]

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