reinventing the edge with social media
DESCRIPTION
This talk covers how to create value with social media through cost reduction, revenue enhancement, and innovation. It also says why social media is here to stay due to the phenomenon of the the "three clouds" -- connectivity, resources & social.TRANSCRIPT
Click to edit master title styleReinventing the Customer Edge: Social Media and Innovation in the Enterprise
CIO PerspectivesSan Francisco
September 23, 2009
Dr. John J. [email protected]: www.sviokla.comHarvard blog: blogs.harvardbusiness.org/sviokla/twitter: jjsvioklacell: 617.510.3565
Creative Commons License: Attribution needed, derivative works allowed for non-commercial activities
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Saying “No” to social media is a big mistake, especially if the decision was driven by the CIO.
While there are many reasons to limit what your employees post on social media sites, shutting off the spigot entirely misses out on some incredible opportunities to learn and experiment and, if you get lucky, create some real value for your organization.
Two common questions frame this discussion:
• Community – Internal or External?• CIO Focus – Personal or Organizational?
1
Social Networks and the CIO
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Social Networks and the CIO
CIO Social Media Framework
• Knowledge Communities
• Innovation
• Training
• Customer Relationships
• Customer Service
• Innovation
• Recruiting/Alumni
• Organizational Leadership
• Values
• Communication
• Corporate and Personal Brand Building
• CIO Career Development
• Networking
Org
aniz
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Pers
onal
ExternalInternalCommunity
CIO
Focu
s
Source: www.ciodashboard.com, Diamond Management & Technology Consultants
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Social Networks and the CIO
Today’s Focus is Reinventing the Edge Customer Impact.
Learning Customer Impact!
Communication Career
Org
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Pers
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ExternalInternalCommunity
CIO
Focu
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Source: www.ciodashboard.com, Diamond Management & Technology Consultants
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Social Networks and the CIO
3-Clouds
Internet… a connectivity utility – Capitalism by its nature connects
Source: David Reed
Cloud 1
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Social Networks and the CIO
The exploding Internet
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Social Networks and the CIO
3-Clouds
Cloud 1
Cloud computing ... a resource utility – competition brings new resources
Cloud 2
Source: David Reed
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Social Networks and the CIO
“As we may think…” -- Vannevar Bush
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As Director of the Office of Scientific Research and Development, Dr. Vannevar Bush has coordinated the activities of some six thousand leading American scientists in the application of science to warfare. In this significant article he holds up an incentive for scientists when the fighting has ceased. He urges that men of science should then turn to the massive task of making more accessible our bewildering store of knowledge. For years inventions have extended man's physical powers rather than the powers of his mind. Trip hammers that multiply the fists, microscopes that sharpen the eye, and engines of destruction and detection are new results, but not the end results, of modern science. Now, says Dr. Bush, instruments are at hand which, if properly developed, will give man access to and command over the inherited knowledge of the ages. The perfection of these pacific instruments should be the first objective of our scientists as they emerge from their war work. Like Emerson's famous address of 1837 on "The American Scholar," this paper by Dr. Bush calls for a new relationship between thinking man and the sum of our knowledge.
Social Networks and the CIO
“As we may think…” -- Vannevar Bush
Source: the Atlantic, http://www.theatlantic.com/doc/194507/bush
Optional Slide
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Social Networks and the CIO
3-Clouds: Mobile, Social, Ubiquitous…
The 3rd cloud –mobile, social interaction utility – Human connection is the Killer App of all Killer Apps
Cloud 1
Cloud 2
Cloud 3
Source: David Reed
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Social Networks and the CIO
David Reed: The power of group forming networks…
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Social Networks and the CIO
David Reed: The power of group forming networks…
Optional Slide
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Social Networks and the CIO
Expectations of the Market: Can you meet the Woodruff Standard?
Coca Cola will be within arms length of desire…
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Social Networks and the CIO
Today’s Focus is Reinventing the Edge Customer Impact.
Learning
Dell
Southwest
Avon
Broadridge
Communication Career
Org
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ExternalInternalCommunity
CIO
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Source: www.ciodashboard.com, Diamond Management & Technology Consultants
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Social Communities and Allstate Financial
What are my goals for social media in the short term, medium term and long term?
Benefits
Improve Productivity
Revenue Increase
Cost Reduction
Improve Sales Efficiency
Increase Average Order Size
Customer Satisfaction
Faster/Cheaper Documentation
Customer Self Service
React to Changing Needs
Word of Mouth Leverage
Amplified Range &Reach
Innovation
Agent Recruiting/Retention
Improve Advertising Effectiveness
Quantitative Benefit
Qualitative Benefit
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• Dell created a support forum (www.dellcommunity.com) to enable users to help each other to take care of hardware and software issues and documenting known problems
By tapping on the “culture of generosity”, Dell has been able to create a strong user community and help reduce support costs.
Social Communities and Allstate Financial
Save Money -- Dell – Support Forum helps reduce support cost
• Users can visit and post their problems or respond to posted problems quite easily
• The question and answers threads are archived and easily searchable
• The US monthly unique visitors are ~1 Million
Overview
Features
Source: Diamond Analysis, Forrester Research.
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Social Communities and Allstate Financial
Southwest Airline’s communities
My Space Eons Facebook
Travel Community OrkutYou Tube
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Social Communities and Allstate Financial
Southwest Airline’s communities (continued)
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Social Communities and Allstate Financial
Avon Representatives are already using different social media tools to promote their business
facebook MySpace Orkut
Blogs Eons YouTube
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Social Networks and the CIO
BroadridgeInvestory Network
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Today• Different categories of sites exist to provide users with
information– Personal aggregate personalized, structured data*
• e.g. Google Finance, Yahoo Finance– Social Networking sites offer communities for users to share
user generated content (UGC)*• e.g. Caps, ClearStation
– Social Networking sites that combine communities with users’ actual activity*
• e.g. ZeccoShares
Aggregation, organization, and integration of both user generated content and structured data will be the keys to unlocking the potential of financial communities.
Social Communities and Allstate Financial
Social Networking in the Marketplace Will Evolve
Personal Information Management
Social Networking
UGC - Predictions
Structured Data
UGC - ActivityEvolution
Integration
Tomorrow• Integrated sites will combine the best of
personalized, structured data with the best user generated content
– User generated content will be easily accessible, aggregated with “professional” data and structured in a personalized manner for users
• Interactions make users members of a community instead of just customers
*For additional examples of personal financial management and financial social networking sites, see appendix slides 24-48.
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Social Communities and Allstate Financial
It’s all about profitable growth!
Benefits
Improve Productivity
Revenue Increase
Cost Reduction
Improve Sales Efficiency
Increase Average Order Size
Customer Satisfaction
Faster/Cheaper Documentation
Customer Self Service
React to Changing Needs
Word of Mouth Leverage
Amplified Range &Reach
Innovation
Agent Recruiting/Retention
Improve Advertising Effectiveness
Quantitative Benefit
Qualitative Benefit
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Social Communities and Allstate Financial
Enough about the Company – what about YOU?
Technology Passive Active
• Follow company andcolleagues
• Follow news/advisory organizations
• Retweet interesting ideas• Tweet with like-minded colleagues• Reply to interesting tweets
Blogs• Regular Reader:
– Market– Industry– CIO/IT Issues
• Comment on a blog at least once a week• Tweet interesting blog posts
• Linked to colleagues, partners, vendors
• Member of groups:– Company/alumni– Industry– CIO/IT Leadership
• Post/participate in group discussion• Recommend a news article• Seek out new connections• Explore LinkedIn for job candidates
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Social Networks and the CIO
Lower costs increase yield… Profitable growth
Status & Power Employability
Org
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Pers
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ExternalInternalCommunity
CIO
Focu
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Source: www.ciodashboard.com, Diamond Management & Technology Consultants
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Those entitles that are more highly interconnected learn faster…
Those societies that have deeper means to absorb and share risk grow faster and better…
Those individuals who connect and enjoy life with friends live longer, and happier…
The Three Clouds are the Natural Next Evolution of our Species