social business uncovered: sjsu march 2014
TRANSCRIPT
© 2014 IBM Corporation
Social Business Uncovered #SJSUSocBiz
Daryl Pereira@CagedEther
Irene Koehler@IreneKoehler
© 2014 IBM Corporation2
What we’ll cover
The emergence of social business
Business as media
Proving the ROI
Social Business Uncovered
© 2014 IBM Corporation3
Social Business Uncovered
The emergence ofsocial business
© 2014 IBM Corporation4
Commerce used to be more personal
Social Business Uncovered
© 2014 IBM Corporation5
Businesses would form relationships with customers
Social Business Uncovered
© 2014 IBM Corporation6
Customers knew each other and would discuss products
Social Business Uncovered
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The move to efficiency…
Social Business Uncovered
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Mass production brought economies of scale
Social Business Uncovered
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Marketing could create segments around products
Social Business Uncovered
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Point-of-sale optimized for rapid transactions
Social Business Uncovered
© 2014 IBM Corporation11
Point-of-sale optimized for rapid transactions
Social Business Uncovered
© 2014 IBM Corporation12
Business gets social, again…
Social Business Uncovered
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Markets become conversations
Social Business Uncovered
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Customers have many more points of interaction
Social Business Uncovered
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More information sharing across the organization
Social Business Uncovered
© 2014 IBM Corporation16
Social business is…
Social Business Uncovered
#SJSUSocBiz
© 2014 IBM Corporation17
Social Business Uncovered
Business as media
© 2014 IBM Corporation18
We don’t all share equally
Social Business Uncovered
© 2014 IBM Corporation19
Some groups are more trusted than others
Social Business Uncovered
Edelman Trust Barometer
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Trust generates business
Social Business Uncovered
77% of consumers are more likely to buy
a new product via a recommendation
4x-10x higher conversation rate for offers from trusted advocates
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Influencer marketing at its best
Social Business Uncovered
Dynamic Signal turns employees into brand advocates
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Influencer marketing at its best
Social Business Uncovered
Dynamic Signal turns employees into brand advocates 5000 employees
can generate…
Over 100M authentic impressions
$2.3M in recruiting cost savings
28% increase in Earnings
$4.5M in earned media advertising value
19% growth in Revenue
© 2014 IBM Corporation23
Influencer marketing at its worst
Social Business Uncovered
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How people find out about the shared economy
Social Business Uncovered
Jeremiah Owyang
© 2014 IBM Corporation25
Influencer marketing at its worst
Social Business Uncovered
“Startups will get more value from being on Shark Tank than on the homepage of Amazon”
Mark CubanEntrepreneur
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Influence is important…
Social Business Uncovered
#SJSUSocBiz
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Social Business Uncovered
Proving the ROI
© 2014 IBM Corporation28
Measure conversations across the organization
Social Business Uncovered
© 2014 IBM Corporation29
Measure conversations across the organization
Social Business Uncovered
When are customers disgruntled?
How much money did we save on support calls?
How many more sales has social driven?
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Measure conversations across the organization
Social Business Uncovered
How have we improved innovation?
Which employees are the most engaged?
What has been the productivity gain?
© 2014 IBM Corporation31
Source: Altimeter Group
Business metrics: revenue, CSAT, reputation
Social media analytics: Insights, share of voice, resonance, WOM
Engagement metrics: fans, followers, clicks
Corporate
What are you measuring?Social Business Uncovered
© 2014 IBM Corporation32
Source: Altimeter Group
Corporate
What are you measuring?Social Business Uncovered
American Airlines tracks digital content
around the brand
Team of AA social experts builds
engagement with customers
© 2014 IBM Corporation33
How does social networking bring businesses closer to customers?
How does social networking help product innovation?
How does social networking foster knowledge-sharing within the enterprise?
How does social networking increase employee productivity?
How does social networking help business owners understand their business?
How can social networking help your next job find you?
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Social Business Uncovered