ibm social business

© 2009 IBM Corporation

JCI: 21 June 2012

Social Business


IBM Social Business

Objectives

� What is Social Business?

� How can organisations make money out of Social Business?

� How can you build your eminence by using Social Media?


IBM Social Business

Justin Ablett

Associate Partner

� IBM GBS Social Business Consultant in Financial Services

� 10 years+ experience in technology, innovation and transformation

� Tweet on retail banking, wealth management, and use of social media in Financial Services

@justinablett


IBM Social Business

Many organisations feel they should do ‘something’ with social media but they don’t know what that something should be!

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IBM Social Business

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There are 75+ million online sources …

Social Networking

Micro-blogs

Blogs

Wikis

Location based services

Video sharing

Social gaming

Product reviews

Community Question & Answers

Social News

Information aggregators


IBM Social Business

Social media usage is exploding…

UK internet visits to Social Networks overtook visits to search engines in 2010

Average hours a week spent on Social Networking per visitor across Europe

More people are using Social Media

People are using Social Media for longer periods – and it’s not just

young people!

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IBM Social Business

… and rapidly evolving

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2 billion internet

users globally

61% of internet users go

online every day compared with

54% of TV viewers, 36% of radio

listeners and 32% of newspaper

readers

Half of them access

the site with

their mobile

devices

700m Facebook

users worldwide

140m Tweets per

day

100 billion searches each month

34% of bloggers post opinions about

brands and products

24 hours Video

uploaded per minute

1bn forecasted

before end of year

100 million Google + members

80% of US

consumers rely on their

social networks when

searching for

products to buy


IBM Social Business

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Most organisations are underprepared to manage the impact

Source: IBM CMO survey. Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years? n=4 to 42 (n = number of respondents who selected the factor as important)

UnderpreparednessPercent of CMOs reporting underpreparedness

50%

Data explosion

Social media

Growth of channel and device choices

Shifting consumer demographics

Financial constraints

Decreasing brand loyalty

Emerging market opportunities

ROI accountability

Customer collaboration and influence

Privacy considerations

Regulatory considerations

Global outsourcing

Corporate transparency

70%

54%

64%

79%

58%

59%

65%

53%

57%

50%

50%

67%

38%

Through 2015, 80% of

enterprises will lack a

coherent approach to

dealing with information

from social media

Source: Gartner 2011

“ “

Most common

across industries


IBM Social Business

The opportunities go far beyond marketing and PR

Whilst the threats are primarily related to reputational risk –the opportunities reach far beyond Marketing/PR…

� Improve ability to more quickly:

� Identify fraudulent activity

� respond to fraudulent activity

� Improve ability to more quickly:

� Identify fraudulent activity

� respond to fraudulent activity

� Identify what leavers/prospects are saying

� Identify new talent

� Increase employee loyalty and satisfaction, helping to reduce recruitment costs

� Identify what leavers/prospects are saying

� Identify new talent

� Increase employee loyalty and satisfaction, helping to reduce recruitment costs

� Generate leads and opportunities (through inbound marketing)

� Increase ease with which you can contact prospects

� Transparency & instant feedback via peer-to-peer reviews) help increase sales

� Generate leads and opportunities (through inbound marketing)

� Increase ease with which you can contact prospects

� Transparency & instant feedback via peer-to-peer reviews) help increase sales

� Enable user-to-user interaction on the social cloud (on their terms)

� Low-cost way to get a powerful message across

� Improve understanding of customer needs

� Competitor watch

� Enable user-to-user interaction on the social cloud (on their terms)

� Low-cost way to get a powerful message across

� Improve understanding of customer needs

� Competitor watch

� Provide service before a complaint reaches you

� Facilitate customers to support one another

� Reduce response times and lower costs

� Deliver consistent multi-channel experience

� Increase agent productivity

� Reduce customer churn

� Provide service before a complaint reaches you

� Facilitate customers to support one another

� Reduce response times and lower costs

� Deliver consistent multi-channel experience

� Increase agent productivity

� Reduce customer churn

� Listen to your (potential) customers

� Optimise portfolio of products and services

� Leverage the creativity / knowledge of the crowd

� Lower development costs, reduce time to market and increase success rate (minimises recalls)

� Listen to your (potential) customers

� Optimise portfolio of products and services

� Leverage the creativity / knowledge of the crowd

� Lower development costs, reduce time to market and increase success rate (minimises recalls)

Customer Service

Risk / Compliance

Marketing / PR

Sales

Recruitment / HR

Product Development

1

2

3

4

5

6


IBM Social Business

And many early adopters are yet to make the transition from trying a few Social Media gimmicks to creating a fully integrated Social Business Strategy

Online Banking

Mobile Internal Employee Collaboration

Marketing Front End Sales

CRM Call Centers HR/ Recruitment

Social Media Strategy: Interactive, Collaborative, Analytical, and Social

Integrated Social Business Strategy

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IBM Social Business

CustomerService

ProductDevelopment

Risk / Compliance

Marketing / PR

Bank of America on Twitter

� BoA has 15,000 followers. Channel managed by team of 6FTE. High satisfaction rate. Customer problems often resolved offline, but initial engagement through Twitter.

� Besides its Twitter accounts, BoA has a YouTube Channel, blogs, LinkedIn networks, a Flickr account and plans to expand on

Facebook.

"Given the amount of time that people are spending online and when you see how people are using social media to

answer questions. Yes, our shareholders should care,"

"We are deepening our relationship with customers through social media…banks' presence on social media channels

will only increase going forward”.

"Much of the industry, including us, is still trying to figure out to how apply it best to the business."

"People spend 25 percent of their time on Facebook and the internet. People are looking for services and information.

We want to make sure there is a human connection. If we can't add value to a network we are not going to join it,"

Chris Smith, Enterprise Social Media Executive for Bank of America.

Communications Doing BusinessSalesRecruitment /

HR1 2 3 4 5 6


IBM Social Business

First Direct lab was launched in August. Visitors given access to what the bank is planning and can critique it through a comment facility and forum.

The initial plans up for discussion included a Web site re-design, the use of QR codes and a mortgage comparison smartphone app.

Now the bank is asking customers to view a number of design options for its next debit card.

First Direct Labs

After four days live on the site, 1204 people had added their

comments

CustomerService

ProductDevelopment

Risk / Compliance

Marketing / PR Communications Doing BusinessSales

Recruitment / HR

1 2 3 4 5 6


IBM Social Business

� Over the span of a few days, NAB became the #1 most trending topic on Twitter across all of Australia and received 100,000+ visits to their break-up blog.

� NAB is now ranked #1 in customer service (up from last place)

� 79% increase in home loan inquiries

� 50% increase in credit card applications

� 20% increase in new accounts

� Cannes Lion 2011 award for Best Use of Media Relations

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Marketing: National Australia Bank on YouTube

CustomerService

ProductDevelopment

Risk / Compliance


Recruitment / HR

1 2 3 4 5 6


IBM Social Business

Source: http://www.facebook.com/SmallBusinessSaturday?v=app_165267296827487; “Who we are.” American Express Web site. http://about.americanexpress.com/oc/whoweare/; Small Business Saturday Web site, accessed January 24, 2011. http://smallbusinesssaturday.com/faq.html; “Small Business Saturday (SM) Firmly Plants Its Roots Between Black Friday and Cyber Monday.” American Express press release. December 2, 2010. http://about.americanexpress.com/news/pr/2010/post-sbs.aspx

Crossing the emotional divide: Amex uses social media to get customers personally invested in outcome of campaign

Solution:� Small Business SaturdayTM on Facebook -

users encouraged to click “like” and spread the word

� For each “like,” $1 donated to charity� Card holders enroll to receive a $25 credit� Consumer/merchant “Shout Outs”� Polls captured consumer motivations

Results:� Within weeks, more than 1 million people had

“joined the movement”� American Express donated $1M to charity

Challenge:Build advocacy by tapping into consumers’ concern about their community’s economic wellbeing; support small business clients

PR / brand enhancement: American Express

CustomerService

ProductDevelopment

Risk / Compliance


Recruitment / HR

1 2 3 4 5 6


IBM Social Business

Most popular recruitment application on Facebook

“Professional service provider engages and hires senior-level, passive candidates for 4% of traditional costs”

CustomerService

ProductDevelopment

Risk / Compliance


Recruitment / HR

1 2 3 4 5 6

IBM Confidential © 2012 IBM Corporation

JCI: 21 June 2012

The Social Business JourneyCreating and capturing value through Social Media

This report is solely for the use of Client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the Client organization without prior written approval from IBM. This material was used by IBM during an oral presentation; it is not a complete record of the discussion.


Todd Abramson

Strategy and Transformation

Consultant


� Thought leadership working with international clients focusing on digital channel transformation and social media

� MBA from University of Oxford, Said Business School

www.linkedin.com/ToddAbramson

Todd Abramson

Strategy and Transformation

Consultant


� Thought leadership working with international clients focusing on digital channel transformation and social media

� MBA from University of Oxford, Said Business School

www.linkedin.com/ToddAbramson


IBM Social Business

Jams &

Ideation

Community Design

Social Media Analytics

Internal

Collaboration

Tools

Optimise

Business Feedback

Processes

Enterprise

Social Media

Strategy

Multi Channel

Strategy

Employee Social Media

Guidelines

Governance

Business &

Technical

Requirements

Internal

Community

Jumpstarts

Co-mentoring

Ambassador

Program

Solutioning

Social Media

Strategy

Implementation

RoadmapRoadmap

Strategy and Governance

Business CaseBusiness Case

Analyse the Outputs

Optimise the Process

Transform the Organisation

Solution EvaluationSolution Evaluation

Pilot/POC

Solution Confirmation

Business Readiness

Build

Deploy

Learn and Transform


IBM Social Business

Social Business

How to build your personal eminence


IBM Social Business

Alison Foley Business Strategy

Consultant

Financial Services

� Graduate from Oxford Brookes University – studied International Business Management (IBM)

� Background in Retail, Marketing and IT

� Keen interest in Social Business and it’s impact on business reputation, particularly across cultures

@alison_foley

Alison Foley Business Strategy

Consultant

Financial Services

� Graduate from Oxford Brookes University – studied International Business Management (IBM)

� Background in Retail, Marketing and IT

� Keen interest in Social Business and it’s impact on business reputation, particularly across cultures

@alison_foley


IBM Social Business

Social media is essentially a category of online media

technologies; where people are talking, participating, sharing, networking, and bookmarking

online


IBM Social Business

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IBM Social Business

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The more you “sell” the less you sell. You earn the right to promote in social, you can’t buy it.


IBM Social Business

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IBM Social Business

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“you miss 100% of the shots you don’t take”


IBM Social Business

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IBM Social Business

#1 Define your personal brand

“Your personal brand is composed of values, a mission, and a positioning statement that depict

what you do and who your audience is. It is an indicator for how valuable you are to employers

and customers at every stage of your career”

Dan Schawbel, PersonalBrandingBlog.com


IBM Social Business

#2 Look Great on LinkedIn

1.Open your profile to full view

2.Add links to other web properties

3.Add your well written bio

4.Actively seek to connect with people


IBM Social Business

#3 Share ideas through Microblogging


IBM Social Business

#4 Blog – on someone else’s blog


IBM Social Business

#5 Establish your own web property

�Set up a Twitter account

�Launch a traditional blog

�Share videos on YouTube

�Share slides on SlideShare

�etc.


IBM Social Business

Get started today!

1. Define your personal brand

2. Build up your LinkedIn Profile

3. Use LinkedIn to share ideas and links to content you find useful

4. Look for opportunities to comment on blogs and volunteer to write a guest post

5. If you want to establish a Twitter account or blog, take time to plan first


IBM Social Business

Thank You & Questions

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Technology

ibm social

social media

social business

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ibm

customers

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