webinar: social summer school - driving real social business performance

Driving Real Social Business Performance

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Social Summer School

Speaker

WelcomeWelcome

•Thank you for joining today!

•Submit questions via the WebEx Chat panel & Twitter -@moxiesoft & @dhinchcliffe

•Session will be recorded and sent to attendees with presentation

Dion HinchcliffeEVP of StrategyDachis Group

® 2012 Dachis Group 3

Introduction- Dion Hinchcliffe

- ZDNet’s Enterprise Web 2.0- http://blogs.zdnet.com/Hinchcliffe

- ebizQ’s Next-Generation Enterprises- http://www.ebizq.net/blogs/enterprise- EVP of Strategy- http://dachisgroup.com- mailto:[email protected]

- : @dhinchcliffe

Spring 2012

(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved.

Dachis Group

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Social Business by Design• Published May, 2012• From John Wiley & Sons• The definitive management

strategy guide and handbook on social business.

• Based on real-world experience.

• The most complete and business-focused statement on what social business is and why it’s strategically vital.

• Recently #1 in Amazon’s Hot New Releases

• Companion Web site at http://socialbusinessbydesign.com


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State of the Art in Social Business• Efforts are more strategic and

growing faster than ever before• Virtually all data continue to show sustained

real-world benefits (McKinsey, IBM, Frost and Sullivan, AIIM)• Everything is becoming social: Social features are

appearing in virtually all new user experiences• There continues to be considerable confusion about

who “owns” social in the organization• The predicted social data explosion: It happened• Mining insight from social data has now become a

major industry (#bigdata, #analytics)• The blur between internal and external social business

has not progressed as far as many thought• The first serious talk about open social business

standards has begun

Strategic BusinessCommunities

Strategic BusinessCommunities


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Social Business move to mobile

more budget

social apps

social analytics and BI

better integrated social business processes

enterprise-level organizationfor social business

Other Key Social Business Trends for 2012

internalexternal

blurring begins butdoes not widely occur

community managementbecomes strategic

7(cc) 2011 Dachis Group. Creative Commons. Some Rights Reserved.

Social Business Summit 2011 Singapore | High-Impact Social Business

The 50 Foot Collaboration Rule• Workers are not likely to

collaborate very often if they are more than 50 feet apart:

• Even with traditional electronic aids such as telephone, e-mail, and remote video

Surmounting this obstacle is finally

possible with socialtechnologies

Take Away:


3 Recent Large-Scale Examples


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Acquired Board Member

Sponsor

connect.BASFFirst Conceived by Internal Think

Tank

Stand-Alone Solution Owners

Interdisciplinary Team

Involvement

Expert Communities &

Advocates

Go/No Go Decision for

Global Launch

Launch Communication

Concept Pilot Launch

20072007 20082008 20092009 20102010 20112011

5K

10K

15K

20K

25K

30K

UserBase

Enterprise 2.0 Story


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Burberry CEO Angela Ahrendts Explores Their Social Enterprise Vision With

Salesforce CEO Marc Benioff at Dreamforce 2011

Stats: 6,600+ Workers | 10M+ Facebook Fans | 15,000 Partners

‘s End-to-End Social Business Effort


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The Burberry Lesson• Social business leads to better connection between

workers and customers• New types of sustained connections that result in

business value• Wall Street analysts credit the fashion firm’s social

media strategy for a major rise in profit

21% Increase To The Bottom Line


Looking at the data


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Types of Business Gains Possible with Enterprise Social Media

Cost ReductionCost Reduction

Revenue CreationRevenue CreationIncreased ProductivityIncreased Productivity

Connected CultureConnected Culture

Self-service content sharing

Shorter external support cycles

Increased customer

satisfaction & retention

Self-Reported Average Industry Improvements From Large Organizations

10-20% reduction in travel and

communication costs

10-15% reduction in communication costs

10% decrease in operational costs

20-30% increase in access to expertise

30% increase in speed of access to

knowledge 35% increase in collaboration20% lower communication costs

30% faster customer care processes

18% higher customer satisfaction10% higher customerloyalty

25-30% faster access to expertise

15% increase in successful innovations & ideas

10% increased revenue

Source: Synthesis of McKinsey, Dachis Group, and other social business benefits data.

More rapid new

hire ramp-up

Faster location of

experts

Overcoming distance and

time zone barriers to

collaboration

Improved connections

between departments and internal

teams

Less time spent

looking for information

Improved global sales

processes

Better business decisions


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Fully social organizations get outsized benefits

Source: 2011 McKinsey Web 2.0 Survey


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Social business is...part of a single continuum...one unified ecosystem

customers +world

business partners

workers

SocialInnovation Crowdsourcing

Social CRM

Enterprise 2.0

Social MarketingCustomer Communities

The Lesson:


Social isn’t happening in a vacuum• Major forces of change co-exist• Many of these significantly impact social


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The good news: Technology and productivity


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But is this coming from technology investments?


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Who is currently leading innovation?


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•Yet 60% of CIOs believe they should be driving growth and productivity.

Source: Deloitte Survey, 2011


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But technology change is happening faster today than ever before

• A tsunami of new mobile devices and technologies• A pervasive wave of social media• The rumbles of cloud computing and SaaS• The shift to DIY• A flood of Big Data


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A perfect storm of change


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Happening almost all at once


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Key data point #1: Mobile• Smart mobile devices

outshipped PCs in early 2011• Tablets are expected to on par

with PCs by 2015• Smart mobility strategies

(particularly the iPad) have now become a top priority of most Fortune 500 CIOs

• Global mobile data going geometric is going to be the largest challenge to growth and use

• App stores are creating all new conduits between IT suppliers and workers


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Mobile Internet Ramping Up Faster Than Desktop Internet by 5x

Source: Mary Meeker, Morgan Stanley

Social must be mobile


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Key data point #2

• Social is now the dominant form of Internet communication on the planet

• Enterprises are 2-4 years behind the rest of the world.

• Yet data shows that revenue of social businesses is 24% higher on average. Profitability is better too.

- Source: McKinsey and Frost & Sullivan

The Adoption Rates of E-mail, Social Networks, and E2.0

20112006

1B

750M

500M

250M

2007 2008 2009 2010

Sources:

Glo

bal U

sers

projected

ConsumerSocialNetworks

E-mail

100%

75%

50%

25%

Enterprise 2.0

comScore, Hitwise, and The Radicati Group, Forrester, APC, Intellicom, Neilsen Norman Group, Social Business Council, NetStrategy/JMC

Per

cent

of

Ent

erpr

ises


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Social + data analytics = business intelligence


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What a social business ecosystem looks like

Feedback LoopFeedback Loopand virtuous cycleand virtuous cycle

Listen &AnalyzeListen &Analyze

EngageEngage

Big Data

CommunityManagement

SocialBusiness

The World

Strategyand

Policy

• Business objectives

• Social business “rules of the road”

• Social media policy

• Structural and process reforms

• Transformational roadmap

• Complete view of internal and external social media

• Analytics and visualization of vital trends and events

• Automated evaluation and prioritization of strategy & policy issues

• Operational pipeline

Guide

Guide

• Manage, support, and cultivate the participative aspects of social media-based business solutions, both internal and external

• Interact with customers, business partners, and workers to help and guide them towards useful business outcomes

Social Innovation

Social Marketing

Social CRM

Social Workforce

Crowdsourcing


How to become a social business

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Dachis Group

Focus on the major social business styles

Social Innovation

Social Marketing

Social CRM

Social Workforce

Crowdsourcing

Enterprise World

• LG and Nissan• Procter & Gamble• Intuit & SAP• BASF, Wells Fargo• Innocentive


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Reconcile existing IT with new social IT


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Organize for social business

• CMO?• Corporate

Communications?• Human Resources?• IT Dept?

• Where then?• Social Business

Office• “Triumvirate”


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Climb the maturity curve


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Prepare the foundation for governance and management


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Engage the process and people of the whole organization into a social workstream


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What does all this mean? What do I do?• Enable observable work• Build customer, partner, and worker

communities• Social product development and

customer care• Solve problems involving long-standing

communication and collaboration issues

• Build social capital for the enterprise• Put social into the flow of work• Two words: Social intranet• Organize more strategically for social

business transformation while getting quick wins


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Designing a Social Business Capability: A Real Example


The underlying principles of social business

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Tenet #1: Anyone can participate.

Examples: FoldIt, YouTubMTurk


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Tenet #2: Create shared value by default.

Examples: Open source, Intuit, SAP


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Tenet #3: While participation is self-organizing, the focus is on business outcomes.

Examples: reCAPTCHA, Chevy Apprentice, MSDN


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Tenet #4: Enlist a large enough community to derive the desired result.

Examples: Crash The Superbowl, HBO True Blood

Large Scale Social Experience


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Tenet #5: Engage the right community for the business purpose.

Examples: MEC, Threadless, Toyota Brake Crises


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Turnaround possible when correct community identified


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Key Success Factors• Everyone must be able to participate• Turn on network effects by default• Cultivate the right communities• Plan for change and the unexpected• Remove barriers to participation• Listen, analyze, and engage continuously• Integrate social into the flow of work

Thank you

May 2012

Thank YouThank You

•Questions:• WebEx Chat Panel

• Twitter: @moxiesoft & @dhinchcliffe

•Session recording and presentation will be sent via email

•Contact Us:• [email protected]

• +1.800.474.1149

• www.moxiesoft.com

webinar: social summer school - driving real social business performance

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