cloudforce sydney 2012 - the social enterprise as your competitive advantage
DESCRIPTION
Carlos Mora presents on how the Social Enterprise vision can help your business leap frog your competition and give you the edge. This was presented during a Breakout Session at Cloudforce Sydney 2012 (http://www.salesforce.com/au/cloudforce/ ).TRANSCRIPT
The Social Enterprise
As Your Competitive Advantage
in/cmora
Carlos Mora
Social Platform, Salesforce.com
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The competition is everywhere
Outdoor media
Deals Facebook
Printed Media
Tradeshows
Television
Radio
Joe Prospect
Referral networks
Blogs
And traditional CI practices feel a lot like this:
A day in the life: Meet Nate
Nate is looking for 3 things - fast:
1.Best competitive positioning
2.Feature comparison
3.Pricing intel
Nate emails his colleagues for competitive intel
X - Strike 1!
Nate checks his intranet for competitive intel
XX - Strike 2!
Nate calls his peers for competitive intel
XXX - Strike 3!
“Phone tag –
you’re it.”
“Please leave me a
message and I’ll call you
back.”
“I think an old client of mine used to
work with them a few years back... want
to call them?”
Is Nate going to win this deal?
Traditional CI isn’t cutting it
anymore. This is no bueno.
Competitor Hub
Competitive
Social Enterprise
Groups
Listen &
Analyze
Industry
Influencers
Conferences
& Events
Competitive Presence
Deal
Support
Requests
Files
Employee Network
Gamification Competitive
Analytics
The Social Enterprise helps us crush our competition.
Align with Sales
3 steps to build a Competitive Social Enterprise
Track
Competitive
Presence
Empower an
Employee
Network
Build a
Competitive
Hub
Competitor Hub
Competitive
Social Enterprise
Groups
Step 1: Create a Competitive Hub
Enhance focus and depth with Chatter Groups
“Groups let you organize intel, files, tips and tricks
by competitor - we don’t use “Intranets” any more”
Extract your company’s “tribal knowledge”
“Our Groups capture
insights from anyone,
providing a place for
tribal knowledge to be
captured and shared.”
Share wins so everyone benefits
“Highlight wins vs.
competitors so every
sales person can turn
a recent win into a
competitive weapon”
Consistent Group design is key for high adoption
1
2
3
Harness the Wisdom of the Crowd
1
2
f
1. Use #hashtags to
create searchable
posts.
2. @mentions to bring
in others as needed.
Competitive
Social Enterprise Deal
Support
Requests
Files
Employee Network
Gamification
Step 2: Build the Competitive Employee Network
Align with Sales
Competitive
Social Enterprise
Align with Sales
Employee Network
Make sure you are aligned with sales
Embed CI in the sales process
What stage(s) does
CI make sense?
Utilize workflows
Tip: The earlier the better
Identify your competitive new hires early
Track the competition in the Opportunity record
1. Identify competitive presence
2. Identify the level of threat
3. Link to competitive resources
1
2
3
Competitive
Social Enterprise Deal
Support
Requests
Employee Network
Provide 1:1 support in your deals
DSRs create a means for asking for more help
Log in the
Opportunity Record
Automated email
notification
Win-Win for Sales
and CI
Chatter allows us to collaborate in context
Competitive
Social Enterprise
Files
Employee Network
Use Files for internal and external competitive assets
Deliver competitive tools in real time
“With Chatter, we deliver the
latest intel to our users,
accessible from any device (web, desktop or mobile)”
Files ensures everyone has the latest and greatest
1
2 3
Competitive
Social Enterprise
Employee Network
Gamification
Give credit where credit is due
Recognize those who consistently win
Competitive
Social Enterprise Listen &
Analyze
Industry
Influencers
Conferences
& Events
Competitive Presence
Competitive
Analytics
Step 3: Monitor Competitive Activity
Competitive
Social Enterprise
Competitive Presence
Competitive
Analytics
Quantify your competition
Use Analytics to align with Executive Management
Win rates Trending Pipeline 3rd Party
Analysis
Competitive
Social Enterprise
Industry
Influencers
Competitive Presence
Follow those in the know
Stay on top of the latest and greatest
Competitive
Social Enterprise Listen &
Analyze
Competitive Presence
Step 3: Monitor competitive activity
Listen: people are talking about your competitors
Radian 6 allows us to listen to what the social graph is saying –
about us, and about our primary competitors. It is the “killer app”
for competitive intelligence.
Radian6 for sentiment, volume and influencers
Identify your key competitive influencers
Competitive
Social Enterprise
Conferences
& Events
Competitive Presence
Go where they go
Attend competitive events
So, how do you know
when you’ve got it right?
Just another day at the office…
And then Oracle makes a foolish mistake
Nobody capitalizes on PR like salesforce.com.
The Employee Network comes to life!
Own the conversation and you can hijack a conference
Fact: Our event is better than theirs.
Source: Radian6
70.5%
29.5%
Positive Negative
85.0%
15.0%
Positive Negative
Competitor Hub
Competitive
Social Enterprise
Groups
Listen &
Analyze
Industry
Influencers
Conferences
& Events
Competitive Presence
Deal
Support
Requests
Files
Employee Network
Gamification Competitive
Analytics
Make the Social Enterprise your competitive edge!
Align with Sales
Thank you!
Don’t Forget to Submit Your Survey!
Stop by the registration kiosks to complete your session
surveys. We have 200 KeepCups to give away as well as
the chance to win a $500 iTunes voucher!
Thank you!
NSW Permit No. LTPS/12/05010