joining the dots from social strategy to social analytics: and why you should care

AusLUG2012

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29th & 30th March, Melbourne, Victoria, Australia

Walter Adamson| Principal | KINSHIP digitalwww.kinshipdigital.com | @adamson

Joining the dots from Social

Strategy to Social Analytics:

And Why you Should Care.

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http://kinshipdigital.com/

Meet.Share.Learn Slide 2 29th & 30th March, Melbourne, Victoria, Australia

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The Promise

1. The state of the social landscape;

2. Joining the dots between social strategy,

governance, architecture, communities and social

analytics.

– For enterprises, this will help IT position cross-

organisational social business initiatives, including for

marketing, sales, support, innovation and HR;

– For Partners, it will aid them in understanding

customer priorities in social, and in developing and

positioning social business proposals.

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Who are you?

Expert?

Enterprise?

Partner?

Social?

If you’re not social

then you don’t exist!3


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This is not going to help you use:

× Facebook

× Twitter

× Linkedin

× Youtube

× Flickr or Instagram

× Wordpress, Tumblr or

Posterous

× Google Plus

× Delicious or StumbleUpon

× Pinterest

× Eventbrite, Meetup or Storify

× Mailchimp

× Mobile apps

× etc.

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Contents – state of play

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Why enterprises care

What is social business?

State of the social landscape


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Why enterprises care - business

By unleashing itself into the social realm, IBM

gained a face, a personality and was ranked

second best brand globally, according to Sandy Carter,

the company's vice president of social business sales and

evangelism (2011).

Social enterprise tools optimize revenue, efficiency and cost

reduction, social business -- and its success -- is ultimately

about people and culture, not technology.

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Why enterprises care - IT

Social initiatives impact a cross-section of IT from

collaboration to structured and unstructured data

management, analytics, application and process

management.

Michael Barnes, vice president and research director at

Forrester Research.

This is an opportunity!

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What is social business

A company that uses social media and

social technology to improve its interactions

with and service to its customers.

A social business is taking social media to

the next step. Social media is about

marketing, communications and PR (public

relations). Social business is about doing

that beyond just marketing and applying

social tools to sales, customer service and

supply chain.

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What is social business - 2

Social businesses are also able to leverage the real-time insights they gain

about people, their product, and their brand through social channels to

improve their business and drive value for their customers.

• 71% C-level and VP Marketing – competitive advantage

• 70% not yet integrated it into their business strategy

Forrester concluded] that, while most marketing leaders recognize that

social can enhance the customer experience, many organizations are not

set up to capitalize on this opportunity.

Organize For Success In The Connected World A Social Business Blueprint by Facebook, based on a

commissioned study by Forrester Consulting February 2012

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What is social business - 3

• Deepen client relationships and truly engage clients;

• Innovation - with crowdsourcing and collective intelligence;

• Talent Management - With the entire Generation Y doing everything this

way such that if you don't capitalize on that, the war for talent will be lost,

Sandy Carter;

• Operational efficiency - cost savings to be had by leveraging social.

So not only does social business drive deeper relationships and increase

revenue, it also reduces cost.

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State of social landscape

In the last 60 seconds

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Australia 2011

Facebook 11,200,000

YouTube 11,000,000

Twitter 1,800,000

LinkedIn 2,200,000*

*3m at 19 March 2012

5m Professionals in AU

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Contents – joining the dots

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It’s complicated

Methodology

Illustrations

• Social strategy & governance

• Social architecture

• Social analytics & social business intelligence

• Communities


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It’s complicated – but not all new

But for IT, there are elements we have seen before:

• (Enterprise) strategy

• Architecture

• Governance

• Platforms (Communities; UC)

• Change management

• People management

• Cultural adaption & transformation

• User adoption & training

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It’s complicated - challenges

What's new, includes:

• Driven by users esp. PR or Marketing or Communications

• Built on expectations of mobility and cloud and Facebook

• Consumerization of IT

• Widely different C-level views, fears and expectations

• Confused with social media marketing

• Lack of C-level personal exposure

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It’s complicated – but this is the deal

You can't opt out of social;

you can manage the risk.

19auslug OR lotus OR (IBM AND collaboration) OR domino OR "Social Enterprise" OR "Enterprise social Network" OR Yammer OR newsgator OR sharepoint


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Methodology

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Strategy formulating policy and strategy through

researching your brand, customers, partners

and competitors

Intelligence monitoring, collecting and analyzing social

data to make informed, agile business and

policy decisions

Communities building ‘owned’ social platforms for listening,

support, building, collaboration and content

Governance social business metrics, ROI, policy and

guidelines, processes, social architecture


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Strategy

Architecture

Governance

Monitoring

• Business Priorities

• Capabilities

• Design

• Social Presence

• Risks

• Process

• Defensive

• Offensive

Communities and networks

Participating

Managed

Owned


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Social Strategy

Social GovernanceNot just marketing.

• What does this mean for the next rev?

• What issues remain in the product?

• What’s not clear in support or FAQs?

• Who are some great people to hire?

• Why are people buying competitors products?

• Who are our advocates?

Issue: corporate coordination and communication.

Point: social strategy, social governance

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Social Architecture • 65% of Global 100 companies have

active Twitter accounts

• 54% have Facebook fan pages;

• 50% have YouTube video channels;

• 33% have corporate blogs;

• but just 20% utilize all four channels.

Issue: fragmentation and inefficient

coordination

Point: social architecture

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Social Business Intelligence

(Social Analytics)

Where are your customers?

• What are they discussing?

• With whom?

• Where are they in buying cycle?

• Who do they trust?

• Are competitors engaging – how?

• Who are our advocates?

Issue: where, how often, what issues?

Point: social business intelligence –social analytics

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Communities

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ParticipatingListening, establishing reputation

(I’m one of you)

ManagedListening, supporting, building

reputation, marketing

OwnedListening, supporting,

building relationships,

collaborating

External

Communities

Closed Network

Internal

Communities

Example: customer communities

Example: channels, members

Example: Intranets, communities of practice

Wikis


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Participating

Managed

Owned

Participating

Managed

Owned

Participating

Managed

Owned

Communities

Federated Social Networks


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1.Assess

2.Strategise

3.Create

4.Protect

5.Participate

6.Share

7.Engage

8.Monitor

Social

Business

Framework

Methodology

Phased

Plan Do Check Act

Can apply to one function

Brand and crisis management


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Contents – Tips

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Tips for enterprise IT

Tips for Partners

Conclusion

Contact


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You’ve done this before

Strategy

Governance

Monitoring

Architecture

Something like it anyway!

Does this ring any bells?

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Federated IT

Strategy

Governance

Monitoring

Architecture

Five Key Roles to retain in IS

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# The New CIO Leader: Setting the Agenda and Delivering Results, Marianne Broadbent, Ellen Kitzis

(IT governance: how top performers manage IT decision rights for superior results Peter Weill, Jeanne W. Ross)


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Digital Council

“IT Steering Committee” for

social

Make sure that you are

represented

Make sure that you are

informed

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SM Centre of Excellence

Cisco, late 2011

Frost & Sullivan

Evaluate

Establish Central Team

Operationalise in CoE

Not unlike corporate IT

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Don’t invest at periphery

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Tips for Partners

Are you social?

You cannot sell social

IF YOU are not social

Plan to get with the program

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Tips for Partners

Use IBM’s social resources

IBM has huge social

investments and resources

Learn how to integration

these into your social

engagement program

• Re-purpose

• Refer

• Contribute

• Participate

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Tips for Partners

Understand client lifecycle

Maturity model

• Assess the client

• Consider the total scope

of the engagement

• Skills you need

• Change management

• Who is the right sponsor?

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Tips for Partners

Understand social intelligence

All social data streams:

• Drilldown analysis

• Sentiment analysis

• Comparative analysis

• Drilldown to influencers

• Drilldown to sources

• Slice and dice

• Periodic reporting:

• weekly

• bi-weekly

• monthly

• real-time

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Tips for Partners

Apply social intelligence

Who is talking about social?

Where?

How often?

Why?

Are they for you?

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Conclusion

So it's really about understanding that this is not just a

technology play; this is a people play where you need

to pull in communities. It's not about how to deploy the

technology. Sandy Carter.

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Contact

Walter Adamson

[email protected]

m: +61 403 345 632 | @adamson | My social web: http://xeeme.com/walter

Good Reading – blog posts:

Why social is not just another channel, nor a destination

Enterprise Social Networks – 5 Roads to Failure

Social Media Monitoring Tools – 5 Key Features

Brand Resilience 2 – social strategy and brand breadth

Social Media – 5 Tips on How to Gain Insight from Monitoring

5 MORE Signs You Are NOT a Social Business

360 Social Business Engagement – consumer *and* employee

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http://xeeme.com/walter

http://igo2group.com/blog/social-not-another-channel-nor-destination/

http://igo2group.com/blog/enterprise-social-networks-5-roads-to-failure/

http://igo2group.com/blog/social-media-monitoring-tools-5-key-features/

http://www.kinshipdigital.com/_blog/Blog/post/brand-resilience-breadth-social-media/.UaWj5UBmhW8

http://www.kinshipdigital.com/social-media-tips-insights-monitoring-data-analysis.UaWkHEBmhW8

http://igo2group.com/blog/5-more-signs-you-are-not-a-social-business/

http://igo2group.com/blog/360-social-businessengagement-consumer-employee/


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If you are not social then you do not exist

If you are not social then you do not exist!

Or, as Arianna Huffington says “you’re not in Kansas now Tonto!”.

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joining the dots from social strategy to social analytics: and why you should care

Business

social analytics

social media

social tools

social strategy

social technology

social landscapemeet

social realm

social businesses