Enterprise 2.0: putting social to work

5/5/2010

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Enterprise 2.0:

putting social to work

Richard SedleycScape Customer Engagement Director

Ben RobbcScape CTO

5/5/2010

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Agenda

Richard

1. The need for engagement

2. Engagement case study

3. Tips & techniques for achieving engagement

Ben

Overview of SharePoint 2010 social features

Richard Sedley

cScape CEU

[email protected]

5/5/2010

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Enterprise 2.0 is built on

a deep understanding of

human interactions –

physical and psychological –

and facilitated by technology

Definition of engagement

Repeated interactions that strengthen

the emotional, psychological and

physical investment a customer

has in a brand (product or service).

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What’s the most powerful page

on your site

?(Website, Intranet, Extranet, Campaign micro-site…)

1.Why we need engagement

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Green RedBlue

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What’s the average length of time a desk based worker

gets to focus, uninterrupted, on a single task?

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Increasing distraction Increased expectation New authority modelsNew communities

Recession

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Increasing distraction Increased expectation New authority modelsNew communities

Customer Engagement

Simplicity and

persuasion

Insights and

personalisation

Openness and

authenticity

Partnerships and

involvement

Findability, touch

strategies, simplicity,

consistency, psychology

New business models,

personalisation,

interactivity

Off-site branding,

content diaspora and

blogging

Feedback,

collaboration,

reciprocity

Definition of engagement

Repeated interactions that strengthen

the emotional, psychological and

physical investment a customer

has in a brand (product or service).

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Annual Online

Customer Engagement

Survey 2007

WHY: Benefits of engagement

Annual Online

Customer Engagement

Survey 2007

WHY: Benefits of engagement

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times more likely

to return

times more likely

to purchase

6

15

WHY: Benefits of customer

engagement

times more

satisfied with their employer

times less likely to change

company

4

21

WHY: Benefits of employee

engagement

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times more

likely to renew membership

times more likely to

purchase high value item

3

7

WHY: Benefits of member

engagement

social networks, video, micro-sites,

email newsletters, blogging, mobile,

personalisation, micro-blogs, widgets

communities, user generated content

HOW: Ways of achieving

engagement

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0

10

20

30

40

50

60

70

80

HOW: Ways of achieving engagement

3rd Annual Online

Customer Engagement

Survey 2010

2.Enterprise 2.0 case study

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Social software benefits (IBM)

Case study

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Strategic priorities

Cost savings

Operational efficiency

• Higher employee productivity through more effective

organizational collaboration (indirect)

• Higher employee productivity through faster access to role

specific information (indirect)

Revenue growth

• Increase sales through effective communication and

collaboration

Streamlined employee & corp communications

Wave 1 - objectives

• Strategic platform

• Sexy front end

• Leading edge collaboration tools

• Connects 60,000 employees simultaneously

• Lays the foundations for common processes

• Global applications

• Collaboration and communication and supporting

services

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Wave 1 – Scope

7 key deliverables

4. Enhanced suite of collaboration tools

• Web conferencing, search, blogs, wikis and knowledge and collaboration tools

• Social networking, discussion forums and instant messaging

Journey planning

Experience optimisation

…and Web-part adoption

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Surviving the J-Curve

Time

Perf

orm

ance / s

atisfa

ction levels

Launch

Current state

What actually happens

in most cases

What stakeholders

(mistakenly) expect

Desired

state

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Achieved:

• 1st management info back channel

• Insights into staff

• Some bitching

• 20% venting

• 50% raising substantial problems

• 20% existing problems resolved

• Push news stories to Linkedin

• Most of Facebook quiet

• One Aviva day 24 hrs online

Findings:

• Discontent is:

• Disrespectful

• Unvarnished

• Exaggerated

• Intemperate

• Need to ask leadership to think in public space

• Higher up hierarchy = greater the stigma of blogging

• Changes leadership communication

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Return on investment:

• Innovation

• Changes pace of change

• Pushes existing programmes

• Reputation

• Savings

• Leadership capability

Lessons:

• Achieved 2 way comms when Exec Committee asks to shut

something down

• If done right pressure to censure is constant

• Need stalwart exec sponsor

• Only technical soln. that has made a difference

• Top down directive loses power

• Don’t give individual responsibility to respond to problems

• Collaboration changes over time

• You must protect users

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IBM social software benefits

3.Five tips and techniques for

achieving engagement

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01

Credibility

How we make our decisions

High elaboration (central route)

Requires great deal of thought to make a

decision

Low elaboration (peripheral route)

Requires little thought, reliant on decisional

heuristics

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The need for decisional heuristics

500 milliseconds to

determine credibility

4 seconds to

determine usefulness

Four types of credibility

• Presumed

• Surface

• Reputed

• Earned

=

=

=

=

General assumptions in the

mind of the perceiver

Simple inspection or initial first

hand experience

Third party endorsements,

reports or referrals

First hand experience that

extends over time

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A B

Conversion rate = 2.69% Conversion rate = 3.03%

% change = 12.64%

Projected monthly gain = $30,582.30

Mark

etin

g E

xperim

ents

Journ

al, F

eb 2

007

02

Persuasion

windows

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Persuasion windows open …

• …when you are in a good mood

• …when your world view no longer makes sense

• …when you can take action immediately

• …when you feel indebted because of a favour

• …immediately after you have made a mistake

• …immediately after you have denied a request

Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg

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03

Storytelling

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Copyright: Steve Double - www.double-whammy.com

Silk & Mohair

Donna Karan

suit

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• PASSION to make your customers care

• a HERO to drive the action

• an ANTAGONIST to challenge the hero

• a moment of AWARENESS where the hero realises how to

overcome his or her obstacles

• TRANSFORMATION wherein the hero accomplishes his or

her desired goals

The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business,

Richard Maxwell & Robert Dickman

Elements of a good story

04

Error/correct

ion

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05

Reciprocity

Form Whitepaper

Whitepaper Form

A B

Conversion rate = 84% Conversion rate = 72%

44%completion accuracy

91%completion accuracy

Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli

5/5/2010

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What’s the most powerful page

on your site

?

5/5/2010

33

Richard Sedley

cScape CEU

[email protected]

Overview of social features in SP2010

Ben Robb, MVP

cScape CTO

www.cscape.com

[email protected]