The Power of Social Business
Michael Pace
Twitter: @mpace101 #CCCon12
Michael Pace
Customer Support & Community Management Executive
Twitter: @mpace101LinkedIn
Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List
Introductions
Twitter: @mpace101 #CCCon12
3Twitter: @mpace101 #CCCon12
Session Agenda
1. Expectations & Starting with WHY
2. What is a Social Business
3. The Power of the Social Business
4. Where to start / how to build it
5. Sharing experiences and Q&A
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Social Today>1.5 BILLIONNumber of Social Networking Users Globally
80 %Proportion of Users Who Interact with Social Networks Regularly
90 %Proportion of Companies Using Social Tech.That Report Benefits From Them
28 HoursTime Each Week Spent by Knowledge Workers Writing Emails,Searching For Info, and Collaborating Internally
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McKinsey Report
The Potential$900B – 1.3TrillionAnnual Value That Could Be Unlocked by Social Tech. In The Top 4 Business Sectors
1/3Share Of Consumer Spending That CouldBe Influenced by Social Shopping
2XPotential Value From Better Enterprise Communication & Collaboration
20-25%Potential Improvement Possible InKnowledge Worker Productivity
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McKinsey Report
But (and it’s a BIG BUT)…
… only 17% Have Distributed Social
Initiatives Throughout theOrganization
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eMarketer
If You Still Don’t Believe
So if you want a sense of where the world’s media habits are headed, it makes sense to watch what kids are doing.
Kaiser Family Foundation – Jan 2010
More than ½ of the world’s population is under 30 … which means they don’t know life before the internet.
Socialnomics
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9
I believe people and relationships are every company’s most important
and underutilized asset
We now have the technological ability to act / work / socialize / create relationships like we do “in real life”
By leveraging relationships, new technologies, & process, we can
unleash the ultimate power - peopleTwitter: @mpace101 #CCSummit
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Social Business is the creation ofan organization that is optimized
to benefit its entire ecosystem(customers, employees, owners,
partners) by embeddingcollaboration, information sharing,
and active engagement into itsoperations and culture. The resultis a more responsive, adaptable,
effective, and ultimately moresuccessful company. SideraWorks
Swinging a Hammer Does Not Make You a Carpenter; It Just Makes You
Dangerous Twitter: @mpace101 #CCCon12
Objective
Strategy
Tools
Discipline
Voice
CLTV & Efficiency
Social Business +
Social Media
Community Mgmt
Brand
Universe Domination
Crush Rebellion
Light Saber
Force
Really Heavy Smoker
CLTV
Quality Work
Hammer
Carpentry
Smoker
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13Twitter: @mpace101 #CCCon12
The Power of Social Business
Customers
Organization
Department
Personal / Associate
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“There are a lot more smarter people outside your <organization>, than inside
it” – John Hagel III The Power of Pull
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4 Process / Project Management
4 Collaboration
4 Policies
4 Knowledge Management
4 Gen. Communications
4 Training
Wikis
Confluence
Yammer / Chatter
Communities
Video
₌ Consistency
₌Time
₌ Efficiency / Cost
₌ Culture
₌ Quality
Opportunities Tools Results
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"Yammer has gone beyond all of our expectations and has become embedded in the way that we're doing things. It's helped drive innovation and build community at Deloitte, and we're finding new value in the tool every day. The results will be bigger than you expect.” - Peter Williams, CEO, Deloitte Digital, on behalf of Deloitte Australia
Elsevier. Wiki drives 80% reduction in interdepartmental e-mail volume. (Socialtext, unkn)
Scotiabank. Community eliminated over 300 intranet sites as well as the need to build new sites. (Jive Software, 2011)
Rhapsody. 50% decrease in support costs and 53% decrease in weekly support contacts via sCRM solution. (GetSatisfaction, unkn)
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Company SizeSocial Competent Individuals
Average Network Size
Reach / Impressions
Traditional Org 1000 20 3000 60,000
Social Org 100 75 1500 112,500
Soc Org (full) 1000 750 1500 1,125,000
18.5X - & doesn’t even speak
to quality of impression
Recruiting
Content/SEO
Brand Advocacy
Crowdsourcing
Open Culture
Product Marketing
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Community users spend 2.5x more than average customers, superfans spend 10x more.
(Lithium Technologies, 2011)
Gilt Groupe. Online community insights drove 10% increase in shopping cart conversion and a five-point increase in Point-of-Sale Net Promoter Score. (Communispace, 2011)
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Sincerity• Open• Transparent
Competency• Proactive Service• Edu-taining
Reliability• Available• Listening
Trust
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It’s not easy …
And may feel like a scuba diver spinning a battleshipTwitter: @mpace101 #CCCon12
CultureEats Strategy
For LunchCoffmanOrganization
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Get Yourself Involved
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Know Your Business Strategy
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26
Assess Where You Are Today
Critical to Quality
Industry Best Practices
Where are your customers?
Determine what is most important to your customer
Socially, Physically & Mentally
By Vertical or Type of Customer
Know Your Customers (& Partners, Associates, C-Level)
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It’s Not a Lonely Initiative
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Know Your Brand’s Voice
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A
D
K
A
R
Awareness
Desire
Knowledge
Ability
Reinforce
Manage the Change
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Getting a Little Tactical & Started
Step 1 Step 3Step 2
• Company Communication Policy
• Find your current social leaders
• Brand Voice
Continuous Learning
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Sharing experiences and Q&A
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• Edelman Digital / Edelman Consulting
• SideraWorks
• Community Roundtable
• Altimeter Group
• www.socialquickstarter.com – Constant Contact
References
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Michael Pace
Customer Support & Community Management Executive
Twitter: @mpace101LinkedIn
Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List
Introductions