© 2012 IBM Corporation Get BOLD Social Business Agenda Sandy Carter | VP, Social Business Evangelist IBM Corporation Follow me @ sandy_carter http://twitter.com/sandy_carter Subscribe to my blog http://socialmediasandy.wordpress.com/
Nov 18, 2014
© 2012 IBM Corporation
Get BOLD Social Business Agenda
Sandy Carter | VP, Social Business Evangelist
IBM Corporation
Follow me @ sandy_carterhttp://twitter.com/sandy_carter
Subscribe to my bloghttp://socialmediasandy.wordpress.com/
© 2012 IBM Corporation2
Social Media is changing interactions and creates
opportunities for new relationships
© 2012 IBM Corporation3
What is a Social Business?
3
Engaging
Transparent
Nimble
3
© 2012 IBM Corporation4
Industry leaders are disrupting their markets with Social
Business…
© 2012 IBM Corporation5
…and achieving ROI across the organization
Customer ServiceCan achieve 5% reduction in customer defection rate increasing profits by up to 68% (2)
Product
DevelopmentCan develop and bring new products to market in 1/3 time (3)
SalesCan increase sales manager revenue by 40% and improve efficiency by up to 50% (1)
Marketing Can achieve 100% increase in
market exposure (4)
Source 1: VCC case study, Source 2:TBC , Source 3: Cemex case study, Source 4. Amidori case study
© 2012 IBM Corporation6
Our market leadership…
of the top 10 banks
and retailers
of the largest telcos governments covering
all G8 nations
…provides unparallelled experience on how to achieve success
Expertise across all Industries & Geographies
#1Ranking by IDC for 3
consecutive years
60%of Fortune 100 use
IBM Social
Business
36,000+IBM Social Business
general business
customers globally
© 2012 IBM Corporation7 Source: “Get Bold: Using Social Media to Create a New Type of Social Business” by Sandy Carter, ISBN: 0132618311, Copyright © 2011, IBM Press
The Social Business AgendaS
oc
ial
Bu
sin
es
s Align Organizational Goals & CultureA
Gain Social TrustG
Engage through ExperiencesE
Network Your Business ProcessesN
Design for Reputation & Risk ManagementD
Analyze Your DataA
© 2012 IBM Corporation8
Omron: Cultural shift
Goals:
Approach & Results:
Shift from multi-local to Pan
Geographic
Integrate division model
for ―1 Omron to Client‖
A
CULTURE eats strategy for lunch!
© 2012 IBM Corporation9
Culture Assessment
Cultural Theme Culture QuestionsC = Current D = Desired
1 2 3 4 5
Boundaries Isolated functions Cross functional cooperation
Teaming Individual competitive Team oriented
Learning Slow adopting new skills Continuous learning culture
Management Style Controlling Delegating
Horizontal Comms Bureaucratic, formal channels Free communication up the org
Open Comms Guarded communication Open communication
Initiative Follow specific instructions Take initiative
Risk Tolerance Punish mistakes Learn from mistakes
Pace Slow, cautious pace Fast pace
Rules / Process Keep to rules Ignore rules
Hierarchy Many organizational layers Few organizational layers
A
© 2012 IBM Corporation10
Asian Paints – Trust with Ecosystem
Our customers
Dealers
Architects/ Interior
DesignersPainters
End consumers
Tippers
Friends
Followers
Expertise
Responsive
&
Consistent
Transparent
&
Open
15%
Website for professionals
G
© 2012 IBM Corporation11
Executives leading the way to build trust
IBM’s CEO
• Dedicated Communication
Community called
“ThinkTogether”
• Video Blogs
– First day on job
– After every Qtr
• Recognition via micro blogging
G
Much more
likely (31%
More likely (51%)
No
difference
(16%)
Less
likely (2%)
Likelihood of trusting CEO & leadership who
openly communicate on Social*
© 2012 IBM Corporation12
Justin BieberTwitter Followers: 7.4 MillionReactions Generated: 294Reactions per 1K followers: 0.04
Twitter Followers: 86,000+Reactions Generated: 3,291Reactions per 1K followers: 38
MASS INFLUENCER / TIPPER
Twitter Followers: 6,900+Reactions Generated: 1,281Reactions per 1K followers: 186
38 186
0.04
Courtesy of DeepMile CorproationCourtesy of DeepMile Corproation
Trust = reactions; not followers
G
© 2012 IBM Corporation13
Shift from process automation to collaborative
processes
E
Process Automation Collaboration
Business Intelligence/analytics
Direct customer Interface
Systems of EngagementSystems of Record
*Balance to 100% is
non IT opportunity
Source: The Corporate Executive Board Company. IBM Strategy
Analysis based on APQC Process Classification Framework v5.0; n=550
© 2012 IBM Corporation14
CEOs Get Social!
Source: 2012 IBM CEO Study “Leading Through Connections
Percent of CEOs using Social
to Connect with Customers
Top 3 CEO Priorities:
Empowering employees
through value
Engaging customers
and individuals
Amplifying innovation
with partnerships
Primary Channel for Engaging
Customers within 5 Years
E
© 2012 IBM Corporation151
5
Deliver value to
empowered
customers
Foster lasting
connections
Capture value,
measure results
CMOs Signaled Three Key Goals
15Source: IBM Institute for Business Value, Global Chief Marketing Officer Study, 2011
71%of CMOs regard social
business as their #1 priority
in managing the shift to
digital technologies.
© 2012 IBM Corporation16
Engaging to amplify rewards and motivation
IBM - BlueThx TD Bank – WOW Moments
E
© 2012 IBM Corporation17
Integrated gamification creating engagement
More quickly realize the
value of social business
by engaging customers,
partners and employees
Spark Adoption for IBM Connections,
Spark Collaboration for IBM Connections
E
© 2012 IBM Corporation18
Engage with an Exceptional Experience;
Shift spectators into participantsSocial Gaming at AXA and IBM
Engaging students at SP Social Cloud at Panasonic
Setting a standard of services at Hilton
E
© 2012 IBM Corporation19
Integrated Social User Experience with the Best Social
Mobile Capabilitiy!
New!E
Move from a river of news to
an interactive integrated
business stream
• Easy to integrate business
applications and workflow into stream
Integrate your Inbox view and your
social perspective into a single
experience
• Made it easy to keep track of your social
network and your correspondence
Extend corporate
branded social
platform to your
mobile experience
• Easily manage your
branding across all
devices from a single
point
© 2012 IBM Corporation20
(Social) Network Processes
N
21
Defining the unique character of the company’s core promise
Greenwell exists to nourish the soul,
providing organic foods that are gentle
on the earth—and healthy for the body.
With an all-local, farm-to-table approach,
the wholesale organization creates
products that retailers are proud to offer
their customers, at a price that everyone
can enjoy.
Greenwell works to provide
every employee with a
consistent understanding of
the company’s unique
character, from compelling
product differentiators to the
company’s core values.
Creating Community and Core Values
The wholesale organization engages
in ongoing social listening and applies
advanced analytics to understand gaps
that exist between the company’s brand
and how their ideals are being
perceived in the real world.
Social Media Listening and Sentiment Analysis
Social business collaboration tools enable the
wholesale organization to solicit ―best ideas,‖
concepts and voting from large groups across
the Greenwell organization and its partner and
local producer ecosystem.
Idea Generationwith Employees & Partners
The product launch community not only serves
as a collaboration platform, but also as an
executive management tool. Greenwell
employees are able to present the CMO with a
progress report, providing visibility into the
project, its participants, and its overall
popularity.
Shared Metrics and Reporting
Greenwell’s launch efforts have paid
off—the company has enhanced the
integrity and awareness of the Greenwell
brand. And because it is a social
business, word of the launch is lighting
up a network of advocates—employees,
partners, suppliers, and customers.
Customer and Employee Advocacy
© 2012 IBM Corporation27
Open Framework support for Business Applications integration
into unified activity stream drives process efficiency
• SAP
• Cognos
• FileNet
• IBM Forms
• Peoplesoft
• SugarCRM
• Websphere Portal
• Microsoft SharePoint
• Yammer, Jive, Chatter, …
• Websphere BPM, Lombardi
• Custom Workflow applications
• Domino xPages applications
• Twitter, Facebook, Google+
• Trilog (Business Partner Solution)
New!N
© 2012 IBM Corporation28
Value of Social Business
30%
20%
20%HR & Talent Management Increase speed to access knowledge;
Increase speed to access experts
Customer ServiceIncrease Customer Satisfaction
R&DReduce time to market;
Increase number of successful innovations
Source: Business and Web 2.0: An interactive feature, McKinsey Quarterly, 2011
N
© 2012 IBM Corporation29Source: “Get Bold: Using Social Media to Create a New Type of Social Business” by Sandy Carter,
ISBN: 0132618311, Copyright © 2011, IBM Press
D
Design for Reputation and Risk Management
• Develop Policies
• Management Oversight
• Regulatory Compliance
• Network Security
© 2012 IBM Corporation30
Analytics
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 TOPICS
AFFINITY ANALYTICS
100% Improved exposure
A
© 2012 IBM Corporation31
IBM
3
1
98% Positive Sentiment of IBM’s Social
Business messaging (Jan 17-23rd)
© 2012 IBM Corporation32
We are announcing...
Industry leading business outcomes from Social
– Ranked #1 by IDC for 3 years
– Delivering outcomes to 60% of Fortune 100, 36,000+
General Business customers
First-of-a-kind IBM Platform for Social Business
– Connections 4, Connections Suite, Intranet Experience
Suite
– Mobile, Integration, Social Content, Social Analytics
Smarter Social Ecosystem
– Broadest ecosystem of 39,000+ Partners
– Software Development Kit for IBM Social Business
– Ready for IBM Social Business Solutions Showcase
New!
© 2012 IBM Corporation33
IBM Announces the Intent to Acquire KenexaAs recognized leader in end-to-end talent management solutions, Kenexa
brings capabilities required to enable a smarter workforce
Top Recruitment Technology ProviderTop 20 Leadership Training
Companies
RPO Baker’s Dozen 20117th year in a row
Best Learning Content Management System
Product of the Year 2010Source 1: non-GAAP
• Industry leader with a unique combination of technology, services & content
• Only cloud-based talent management solutions provider with a proven RPO
business
• 25 years experience building teams, transforming organizations and
processes
• Blue-chip client base, including over half of the Fortune 500
• More than 8,900 clients across every industry
• Rapid growth: 29% CAGR1 since 2004
New!
© 2012 IBM Corporation34
What do you do now?
Social Business
Agenda Workshop
• Establish Strategy, Gain Buy-In
• Accelerate Adoption
Business Value
Assessment
Social Business QuickStart
Value Estimator &
Business Value
Assessment
© 2012 IBM Corporation35
Follow me @ sandy_carterhttp://twitter.com/sandy_carter
Subscribe to my bloghttp://socialmediasandy.wordpress.com/
Available Now
ISBN-10: 0132618311
ISBN-13: 9780132618311