From Social Media to Social Business

1 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

From Social Media to Social Business

Peter H. Reiser @peterreiser Director Social Business WebCenter Evangelism


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3 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 3 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

let’s do a reality check


Business Process - Social Tools

BID Mngt. Product Crea6on Market Sell Deliver Support

social social social social social


Organization – Social Graph

Product Development

Marketing HR IT Customer Service

social social social social social


Source: hKp://www.global-‐integra6on.com/resources/cartoons

Community

Manager

I need a urgent response for a customer complaint via Twitter ....


The Novelty Is Over

Source: hKp://www.edelmandigital.com/2012/03/05/weaving-‐social-‐layer-‐across-‐your-‐organiza6on/

Social Media (Phase 1) à Social Business (Phase 2)


Social Business Strategy


The Customer Experience Lifecycle PURCHASE! RECOMMEND!

MAINTAIN!

RESEARCH! NEED! RECEIVE! USE!

1!

2!

3!

4!

5!

6!

7!

8!

SELECT! BUY! OWN!Support & Serve!Market & Sell!


The Customer Experience Lifecycle PURCHASE! RECOMMEND!

MAINTAIN!

RESEARCH! NEED! RECEIVE! USE!

1!

2!

3!

4!

5!

6!

7!

8!

SELECT!Social!!

Outside!

Social!

Inside!Support & Serve!Market & Sell!


Social Business Strategy Socially enable your Applications to make your Business more effective and efficient

Interact Collaborate Work

Social Employee Social Customer

Sales Marke6ng Service


Social -‐ Capabili6es – Graph -‐ Adop6on

Integrate Social into your Business Processes


Business Applica=ons

Enterprise Social Collabora6on -‐ secure – scalable – compliant IDEAStorm

Social Publishing

Social Insight Social Collaboration Community


Integrate the Social Graph


Enterprise Social Collabora6on -‐ secure – scalable – compliant



Social Outside: LinkedIn, Facebook, Twitter

Source: hKp://socialadop6on.com/2011/12/12/social-‐roi-‐and-‐social-‐value-‐models/


Social Inside: Social Insight based recommendations



Social ROI (WIIFB)


Enterprise Social Collabora6on -‐ secure – scalable – compliant Social -‐ Capabili6es – Graph -‐ Adop6on

Business Applica=ons metrics metrics metrics metrics metrics


Social Outside: Innovation Management



metrics metrics metrics metrics metrics Business Applica=ons 900 customer ideas

IDEAStorm


Source: hKp://www.lithium.com/pdfs/books/lithium-‐success-‐book.pdf



Social Outside: Social Publishing



metrics metrics metrics metrics metrics

27% Sales increase

1 Million Fans

Social Publishing


THE SOLUTION | American Express launched “Small Business Saturday.” Card holders were given $25 gift cards to use at their local small business, and small businesses were offered $100 in Facebook ad credit.

THE CHALLENGE | To promote small businesses during the holiday season.

RESULTS | “Small Business Saturday” increased sales for small businesses by 27% and grew over 1 million fans for the SBS Facebook Page. American Express published content across all of their social properties to promote SBS using Publisher.

Social Outside: American Express



Social Inside: Sales & Delivery Social Re-Use versus Win/Loss Rate and Project Margin



metrics metrics metrics metrics metrics 14% higher Win Rate 20% higher Margin

Social Insight Social Collaboration


Social Inside: Social CRM


ROI on Social Collaboration (Sun Microsystems)

ROI Calcula=on Revenue : 11,000 Millions

80% of projects in AIM KMS: 8,800 Millions

14 % average Re-‐Use: 1,320 Millions

Average win rate improvement : 10 %




Social Outside: Support Community Driven Support



metrics metrics metrics metrics metrics 100% Community answered

Community


Source: hKp://www.lithium.com/pdfs/books/lithium-‐success-‐book.pdf


Social Rela6onship Management

Social Recommenda6on

Social Collabora6on

Deal Approval

Contract Signing

Social enabled business demo

see: hKp://www.youtube.com/watch?v=FmhVYQTlooc


ok – and how to drive Social Adoption ?


Understand your Communities

Sales Team Tech Team

Next Fiscal year -‐ you can choose between:

5% more salary or

work on a cool project



Social Adoption

+ = WIIFM Maslow

Source: hKp://socialadop6on.com/2008/09/16/community-‐equity-‐a-‐way-‐to-‐measure-‐social-‐capital-‐for-‐an-‐enterprise/

(Measuring) Social Capital


Social Outside: Swisscom

Source: hKp://www.goldbachgroup.com/resources/know-‐how/goldbach-‐award/cases/swisscom-‐care.pdf

Goldb

ach Award 20

11 – Social M

edia

Kategorie „Di

alog/CRM and In

tegrated Com

munica6on“


Social Inside: Sun Microsystems

Engineer

Principal

Fellow

Senior Engineer HR Levels HR Promo6on Process

Peer Review

Candidate Pipeline Criteria's !  Internal Outreach !  External Outreach !  Intellectual Proper6es !  .... !  .... !  Over average Social Equity



Social Business Summary



Business Applica=ons metrics metrics metrics metrics metrics

WIIFM

WIIFB


@peterreiser @Apéro

facebook.com/reiser2.0 linkedin.com/in/peterreiser

Merci

socialadoption.com

Date post:	06-May-2015
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From Social Media to Social Business

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