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Social BusinessEngaging Customers andPutting your Content into a Social Context
Evolving Channels and the New ConsumerWhat is a Social Business?Social Business Use CasesMoving from Content to ContextFinding the Business Value of Being SocialExamples of Social Business in ActionHow IBM Became SocialGuidelines for Successful Adoption
Wordle the final presentation and add to this page
How I Work Collaborating from anywhere at any time with a number of devices.
How I Engage Tapping into a wide variety of insight and expertise.
How I Buy Interacting with peers and engaging with companies I do business with.
Technology is dramatically changing the way we live and work
self-forming teams, seamlessly connecting to address opportunities
Employeesleading the conversations that define brands
Customersbecoming on-demand extensions of the enterprise
Partners
And changing the way organisations operate
Social Business is the application of social collaboration tools & culture to business roles, processes and outcomes
● Share ideas, expertise, sense of purpose ● Deliver insights in near-real time, in context ● Connect to people in meaningful ways – instantly.● Keep content up-to-date, accessible and secure
So what makes a Social Business tick?
employeesSelf-forming teams seamless connecting to address opportunities
customersLeading the conversations that define brands
partnersBecoming on-demand extensions of the enterprise
collective intelligence
product design and introduction
talent and skill development
global sales contests
advocate-based marketing
real time market segmentation
customer care
communication and transformation
To become social, a business must...
Engaged
Transparent
NimbleA Social Business is:
What characterises a Social Business?
A Social Business is one that embracesnetworks of people
to create business value
Being a Social Business means changing the way you engage… its not just about using Social Media channels
Engaged
Transparent
Nimble
Social BusinessSocial Media
BroadcastPrimarily Marketing and Communications driven
Updates, following & tagging let you use people to curate all that contentFind, filter and share the most valuable content - with its context - for others
Access to experts, colleagues and help while working in a business application
Easy access to the right expertise and colleagues involved in the business process.
Assistance through help forums and supporting documents.
Stay current with latest information via relevant updates from your network.
Initiate related collaborative tasks as required.
Drive activities to achieve the desired conclusion
To drive adoption and business value,social enable business applications and tools
Mobilise your teamCrowdsource the answers
The Internal Social Collaboration Platform... underpins employee adoption of social (inside & outside)... creates an agile organisation to react to external events
Find the People you Need through the People you Know● Who do they Communicate with a lot?● Who is in the same Communities?● Who is involved with the same Activities?● Who Blogs about the same sort of thing?● Who Tags their Files with the same topics?● Who Bookmarks the same sites?
Social Analytics: Drawing your attention to things you need to know
● Who should I know about?● How can I reach them?● Which content has been updated?● What new content might interest me?… and, please, not by sending me email!
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Advanced Social Analytics: Who is Discussing What with WhoAcross email, instant messaging, social media, etc...
Social Network Analysis of all social collaboration at IBM for keyword “microfinance” (July 2008)
Social Network Analysis of all social collaboration at IBM for keyword
Use Internal Social Collaboration to Manage External Social Media
… populate your web site withModerated Content
from INTERNAL COMMUNITIES
...whileCustomer Contentis discussed safely
behind the firewall
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IBM Institute for Business Value Source: Q12 What are your priorities for managing the shift toward emerging digital technologies? (Select top five.) n=158
Gain comprehensive visibility of supply chain 24%18%
Monetize social media 29%24%
Develop social interaction governance/policies 37%34%
A Business Value Assessment can help identify prioritiesIdentify & address line of business issues
Can you show how the solution fits
into my environment?
What is my Social Business
strategy?
(IT & business perspectives)
Social Business Thought Leadership
What could or should we do with a social
business solution?
What does the social business experience look
like for us?
How can we financially justify
our social business solution?
Business Value Assessment
ValueAlignment
Day inthe LifeDemo
BusinessCase/ROI
AGENDA Strategy
Workshop
Solution Workshop
Value Alignment Spreadsheet
Customer Experience Modeller
AlineanROIAnalyst
Tooling:
1. Identify needs via Interviews with Line of Business Executives & Thought Leaders2. Create list of Potential Project for to identify best Value Propositions3. Create a demo of “life afterwards” to validate with Line of Business stakeholders4. Build Business Case for acquisition and business adoption activities5. Obtain sign off and move on to architecting solution & adoption process
● Focused on helping your organization to quickly adopt IBM Connections● Define an adoption plan to help get users involved in Social Collaboration● Integrate Social Software into other systems to help users collaborate where they work
Example: IBM Connections Business Adoption Quick StartAccelerate the impact of social collaboration on your organisation
1. Foundation 2. Design 3. Build 4. Deploy
● Business adoption kick-off● Perform Change
Readiness Assessment ● Assess and secure
executive sponsorship● Identify candidate adopter
groups● Schedule interviews and
workshops
● Interview potential user group representatives
● Conduct a business prioritisation workshop with user group candidates
● Identify specific 'use-cases'
● Finalise selection of lead user adopter groups
● Identify Community Mgrs for early adopter groups
● Deployment planning workshop with selected lead adopter groups
● Support creation of:● stakeholder plan● policies/guidelines● communications● advocate and user
education● Plan Community Mgr
Training
● Support testing of production environment
● Finalise content for advocate training workshop
● Facilitate Community Jumpstarts
● Launch Community Mgr Training
Quickstart Activity
2 Weeks 2 Weeks
5. Launch4 Weeks1 Weeks
● Facilitate advocate training workshop
● Support launch of solution to advocates and end users
● Provide business support during content population by the advocates (approx two weeks duration)
● Provide weekly mentoring/ training to Community Mgrs
IBM now advise their clients from a ‘having been there / having done it’ perspective
• 1997: Recommends that its employees get out onto the Internet – at a time when many companies were seeking to restrict their employees’ Internet access
• 2005: Makes a strategic decision to encourage IBMers to participate in the blogosphere • 2007: Launches Connections, its own enterprise social networking platform• 2008: Introduces social computing guidelines to encompass virtual worlds & sharing of rich
media• 2009: Opens IBM Center for Social Software to help IBM’s global network of researchers
collaborate with corporate residents, university students and faculty
IBM Internal Social Business StoryOrganize Key Content
Find Information
Find Experts
Broadcast Information
Share Knowledge
Ask and Answer Questions
• 75% IBMers use w3 (IBM intranet) every day• 1m daily page views of internal wikis• 17,000 individual blogs• 198,000 IBMers on Facebook• 25,000 tweeters• 300,000 LinkedIn (most in world)• 15m downloads of employee-made podcasts• 380k sametime users• 400,000 employee profiles on IBM Connections, IBM’s social networking initiative that allows
employees to share status updates, collaborate on wikis, blogs and activity, share files.
IBM Employee Social Media Usage
CommunitiesIBM hosts over 85,177 online communities, each with shared resources and discussions. More than 38,422 are private [restricted] communities.
BlogsIBM’s blogging platforms host 42,929 blogs, 303,296 entries with 106,736 users and 84,439 tags.
BookmarksIBM’s internal social bookmarking system has 1,370,336 total bookmarks with 3,908,271 tags and with 76% of them publicly shared.
ActivitiesIBM’s internal Activities service contains 25,9013 unique activities with 4,169,728 entries and with 556,429 registered, 'distinct', members.
ProfilesIBM’s internal Profiles hold over 635,000 entries* & serves over 4 million searches per month. It’s the hub of user requests & all applications authentication for IBM.
Data updated: March 1st, 2012
IBM Connections in IBM
FilesIBM’s internal social file sharing & storage service contains 581,081 files, shared 1,501,706 times with 338,903 files added to folders [collections].
Create Social BusinessUsage Guidelines(Internal and/or External)
http://www.ibm.com/blogs/zz/en/guidelines.html
EXAMPLE
IBM’s Social Media Strategy
“Use social media as a means toexpose IBM's experts
- and expertise –to the world,
to learn, engage, influenceand lead.”
Adam Christensen, IBM
Marketing can use Social Media as a Marketing Tool, but its killer application is when you use Social Media to allow your customers to engage with your employees
Best Practice: A Formal Early Adopter Program(rather than running a conventional pilot)
Example: IBM Technology Adoption ProgramA new model for managing technology to drive innovation
User feedback to improve the services before wide-spread adoption
Isn’t that a Pilot?No: Open Invitation vs. Closed Community (Inclusivity vs. Exclusivity)Why? Critical Mass, Contributors and Readers, Break down barriers (not build new ones)The way to work, not another way to work
What have we learnt?Benefits of improved communications outweigh privacy concerns
Access Control [only] where really needed
Everyone finds their own “killer app” – don’t pre-judge and constrain innovation
Open, extensible, architecture encourages innovation around the services
Evangelists not Education, Viral Adoption not Mandated Use, Users decide on Business Needs
But with Monitoring & ComplianceKill failed projects & inappropriate use, encourage successful ones
Example & Best Practice: IBM BlueIQ Project Office (5 year project)
● Make it easy for individuals, teams, and communities to get started with Social Collaboration
– Identify high value use cases by role, task, business objective – Facilitate sharing of best practices– Provide one place to find everything you need: tools, technologies,
templates, methods, enablement materials, help
● Increase productivity– Enable client facing teams (and others) to find experts, information
and answers quickly– Faster problem resolution
● Improve effectiveness– Facilitate connections across teams & between teams with common
interests– Help individuals & teams use social software to more effectively
engage with clients
● Demonstrate social software success– Increase social software skills & successful adoption across client
facing teams & grow the community of evangelists– Quantify IBM’s social collaboration ROI– Capture success stories
Every employee is a part of BlueIQ
Drive change top down, bottom up, sideways …
encourage experimentation
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Comprehensive Enablement Program
Lunch & Learn BlueIQ Resource Wiki
BlueIQ Ambassadors
Programs
Regular webcasts
Delivered by the experts at using the tools to do their jobs
Blogging Your Way Out of a Job... And Into a Career!Based on a presentation by Sacha Chua (IBM Gen-Y icon)
The difference between a job and a career is… … the difference between an acquaintance and a friend … the difference between an interest and a passion … the difference between like and need … the difference between an indulgence and an addiction
To transfer a job into a career you need to Develop your passion Improve your skills Grow your network
Social Software helps with all three Communicate, Collaborate, Share Learn, Comment, Answer, Interact, Engage Build a Reputation, build Trust, build a Network
If it was easy, everyone would be doing it (and we’d all be distinguished engineers)