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© 2013 IBM Corporation
Sandy Carter | VP, Social Business Evangelism
IBM Corporation
Follow me @ sandy_carter http://twitter.com/sandy_carter
Subscribe to my blog http://socialbusinesssandy.com/
Socialytics: Convergence of Social, Big Data, Analytics
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© 2013 IBM Corporation 2
What is a Social Business? Engaging, Transparent, and Nimble
1. Business and Web 2.0: An interactive feature, McKinsey Quarterly, 2013; 2. Harvard Business Review Analytics Services; 3. Conspire, Mobile Millennials Want Consumer
Tech at Work, and They Want It Now, March 2013, https://ibm.biz/BdxeFL; 4. IBM® 2012 Social Business Study, 5 IDC 2010 - 2013
ROI is REAL! McKinsey Highlights! 1
↑ marketing
effectiveness 20%
↑ sales revenue 15%
↑ customer sat 20%
Social by the Numbers
79% using 2
45% take lower pay 3
73% CEOs #1 Customer Engagement 4
#1 Market Leader in Social
Software Platforms, ranked #1
for four years running5
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© 2013 IBM Corporation 3
The New World Sees Convergence!
Analytics
Big Data Social
Business
Business
Process
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© 2013 IBM Corporation 4
Value will be created not for “market segments” or demographics, but for Individuals 4
Results require Leadership 1
5 The power of social sharing information: Expertise and Trust
3 Innovation is becoming part of Corporate Culture: Predictive Capabilities and Ideation
Social Networks are the new Production Line 2
5 Ways Convergence Matters
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© 2013 IBM Corporation 5
From Memorizing to Finding Trusted Sources
5 The power of social sharing information: Expertise and Trust
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© 2013 IBM Corporation 6
Justin Bieber Twitter Followers: 7.4 Million Reactions Generated: 294 Reactions per 1K followers: 0.04
Twitter Followers: 86,000+ Reactions Generated: 3,291 Reactions per 1K followers: 38
MASS INFLUENCER / TIPPER
Twitter Followers: 6,900+ Reactions Generated: 1,281 Reactions per 1K followers: 186
38 186
0.04
Courtesy of DeepMile Corproation Courtesy of DeepMile Corproation
Trust = reactions; not followers 5
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Social Network Analysis visualizes based on interactions… 5
…identifying experts and relationships
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5 Discovering Expertise: The ROI of an Answer
Finding Expertise
Crowdsourcing
the hot topics
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© 2013 IBM Corporation 9
5 Discovering Expertise: The ROI of an Answer
Finding Expertise
with social tagging
expert rating
and certifications
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© 2013 IBM Corporation 10
5 Discovering Expertise: The ROI of an Answer
Contacting via
traditional and
social means
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© 2013 IBM Corporation 11
5 Discovering Expertise: The ROI of an Answer
in Social mail…
Warranty Question
Hi William – I need your help regarding a warranty
question for outdoor furniture. Can we talk specifics
today?
Sandy
Sent from my iPhone
Hey William, can you help me with a question regarding a warranty question for outdoor furniture.
William T Smith
Hi William – I need your help regarding a warranty question for outdoor furniture
or on the
Connections
board
Receive it on
Sametime…
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5 Discovering Expertise: The ROI of an Answer
Experts can forward questions to peers or communities
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5 Discovering Expertise: The ROI of an Answer
Ranking expertise
socially
ROI
• 30% Increase
access to experts
• 20-25% knowledge
worker productivity
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© 2013 IBM Corporation 14
Prudential captures and shares expertise to increase competitive advantage 5
“I Want a Blog” — Susan Blount, Prudential’s General Counsel
• Increased communication from the leadership team
• Drive talent mindset and Prudential core competencies
• Connect subject matter experts to enhance products and services
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Value will be created not for “market segments” or demographics, but for Individuals 4
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Targeting individuals through analytics dramatically increases customer satisfaction 4
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To Ensure Individual Needs are met, Big Data enables you to Optimize and Engage on an Individual Basis
4
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Knowledge of individuals enables you to better target your marketing efforts 4
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Analytics Helps You Understand and Anticipate; Giving You the Conviction to Act 4
Social Hanger
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Innovation is becoming part of Corporate Culture: Predictive Capabilities and Ideation 3
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Predicting Profitable Segments and Services
3
• Used social predictive
capability: Identified
profitable offerings
• New pay-as-you-go service
• Expanding beyond data and
voice
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Bosch includes crowdsourcing and partners to drive product development 3
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Business Pattern: Knowledge Sharing Crowdsourcing events, innovations, & more 3 Ideation: Becoming part of corporate culture
and predicting future client experiences
• 24,000 threads
• 127,856 posts
• More than 11million
words – or about
200 novels
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© 2013 IBM Corporation 24
Recruiting
Marketing
Product Development
New
Old
2
Customer Service
• 'Push' marketing
• Market Segmentation
• Brand advocates
• Segments of one
• Invest R&D
• Ideas from inside
• Crowdsource
• Predictive markets
• Paper resume
• Executive search
• Social reputation & influence
• LinkedIn
• Call center
• Online self-service
• Twitter & other social channels
• Customer communities
Social Networks are the new Production Line
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2 Children’s Medical of Dallas embeds social in Customer Service
• 75% reduction
in calls
• 5% increase in
referrals
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© 2013 IBM Corporation 26
1 Leaders set Strategy with a Social Business Agenda
• Engaged
younger
audience
• 125% increase
in new visitors
• Reachable
network of 14
million
Amadori Group embeds social in Marketing 2
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2 Cabela’s embeds social in Recruiting
• 5% increase in
employee
engagement in
the first year
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2 Cemex embeds social in Product Development
Improve Clinker Factor Reduction
Alternative fuels and biomass
Promote Development & Sales of New RM
Products Construction: 21st Century
Infrastructure Projects
Value Propositions Aligned to Market Needs
Global Initiatives
New global brand in
one-third of the time
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Results require Leadership 1
1. Transparent
2. Authentic
3. Likeable
4. Collaborative
5. Non believer in silos
6. Explorer of new tools
7. Comfortable with fast decision making
8. Active in internal & external networking
9. Passionate about engagement & dialogue
10. Actively looks for new ideas from employees and clients
Servant Leader
Top 10 Attributes of a Social Leader
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1 Leaders drive Culture
Cultural Theme Culture Questions C = 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
Vertical 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
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© 2013 IBM Corporation 31 Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter, ISBN: 0132618311, Copyright © 2011, IBM Press
1 Leaders set Strategy with a Social Business Agenda
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© 2013 IBM Corporation 32
Value will be created not for “market segments” or demographics, but for Individuals 4
Results require Leadership 1
5 The power of social sharing information: Expertise and Trust
3 Innovation is becoming part of Corporate Culture: Predictive Capabilities and Ideation
Social Networks are the new Production Line 2
5 Ways Convergence Matters
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© 2013 IBM Corporation 33
What to do now for MORE Business Value!
CXO Studies
Define Business Value
Establish Strategy
Accelerate Adoption
Learn
Act
Social Patterns Whitepaper
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© 2013 IBM Corporation 34
Follow me @ sandy_carter http://twitter.com/sandy_carter
Subscribe to my blog http://socialbusinesssandy.com
Available Now
ISBN-10: 0132618311
ISBN-13: 9780132618311