Date post: | 30-Oct-2014 |
Category: |
Technology |
Upload: | jci-london |
View: | 996 times |
Download: | 0 times |
© 2009 IBM Corporation
JCI: 21 June 2012
Social Business
© 2012 IBM Corporation
IBM Social Business
Objectives
� What is Social Business?
� How can organisations make money out of Social Business?
� How can you build your eminence by using Social Media?
© 2012 IBM Corporation
IBM Social Business
Justin Ablett
Associate Partner
� IBM GBS Social Business Consultant in Financial Services
� 10 years+ experience in technology, innovation and transformation
� Tweet on retail banking, wealth management, and use of social media in Financial Services
@justinablett
© 2012 IBM Corporation
IBM Social Business
Many organisations feel they should do ‘something’ with social media but they don’t know what that something should be!
4
© 2012 IBM Corporation
IBM Social Business
5
There are 75+ million online sources …
Social Networking
Micro-blogs
Blogs
Wikis
Location based services
Video sharing
Social gaming
Product reviews
Community Question & Answers
Social News
Information aggregators
© 2012 IBM Corporation
IBM Social Business
Social media usage is exploding…
UK internet visits to Social Networks overtook visits to search engines in 2010
Average hours a week spent on Social Networking per visitor across Europe
More people are using Social Media
People are using Social Media for longer periods – and it’s not just
young people!
6
© 2012 IBM Corporation
IBM Social Business
… and rapidly evolving
7
2 billion internet
users globally
61% of internet users go
online every day compared with
54% of TV viewers, 36% of radio
listeners and 32% of newspaper
readers
Half of them access
the site with
their mobile
devices
700m Facebook
users worldwide
140m Tweets per
day
100 billion searches each month
34% of bloggers post opinions about
brands and products
24 hours Video
uploaded per minute
1bn forecasted
before end of year
100 million Google + members
80% of US
consumers rely on their
social networks when
searching for
products to buy
© 2012 IBM Corporation
IBM Social Business
8
Most organisations are underprepared to manage the impact
Source: IBM CMO survey. Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years? n=4 to 42 (n = number of respondents who selected the factor as important)
UnderpreparednessPercent of CMOs reporting underpreparedness
50%
Data explosion
Social media
Growth of channel and device choices
Shifting consumer demographics
Financial constraints
Decreasing brand loyalty
Emerging market opportunities
ROI accountability
Customer collaboration and influence
Privacy considerations
Regulatory considerations
Global outsourcing
Corporate transparency
70%
54%
64%
79%
58%
59%
65%
53%
57%
50%
50%
67%
38%
Through 2015, 80% of
enterprises will lack a
coherent approach to
dealing with information
from social media
Source: Gartner 2011
“ “
Most common
across industries
© 2012 IBM Corporation
IBM Social Business
The opportunities go far beyond marketing and PR
Whilst the threats are primarily related to reputational risk –the opportunities reach far beyond Marketing/PR…
� Improve ability to more quickly:
� Identify fraudulent activity
� respond to fraudulent activity
� Improve ability to more quickly:
� Identify fraudulent activity
� respond to fraudulent activity
� Identify what leavers/prospects are saying
� Identify new talent
� Increase employee loyalty and satisfaction, helping to reduce recruitment costs
� Identify what leavers/prospects are saying
� Identify new talent
� Increase employee loyalty and satisfaction, helping to reduce recruitment costs
� Generate leads and opportunities (through inbound marketing)
� Increase ease with which you can contact prospects
� Transparency & instant feedback via peer-to-peer reviews) help increase sales
� Generate leads and opportunities (through inbound marketing)
� Increase ease with which you can contact prospects
� Transparency & instant feedback via peer-to-peer reviews) help increase sales
� Enable user-to-user interaction on the social cloud (on their terms)
� Low-cost way to get a powerful message across
� Improve understanding of customer needs
� Competitor watch
� Enable user-to-user interaction on the social cloud (on their terms)
� Low-cost way to get a powerful message across
� Improve understanding of customer needs
� Competitor watch
� Provide service before a complaint reaches you
� Facilitate customers to support one another
� Reduce response times and lower costs
� Deliver consistent multi-channel experience
� Increase agent productivity
� Reduce customer churn
� Provide service before a complaint reaches you
� Facilitate customers to support one another
� Reduce response times and lower costs
� Deliver consistent multi-channel experience
� Increase agent productivity
� Reduce customer churn
� Listen to your (potential) customers
� Optimise portfolio of products and services
� Leverage the creativity / knowledge of the crowd
� Lower development costs, reduce time to market and increase success rate (minimises recalls)
� Listen to your (potential) customers
� Optimise portfolio of products and services
� Leverage the creativity / knowledge of the crowd
� Lower development costs, reduce time to market and increase success rate (minimises recalls)
Customer Service
Risk / Compliance
Marketing / PR
Sales
Recruitment / HR
Product Development
1
2
3
4
5
6
© 2012 IBM Corporation
IBM Social Business
And many early adopters are yet to make the transition from trying a few Social Media gimmicks to creating a fully integrated Social Business Strategy
Online Banking
Mobile Internal Employee Collaboration
Marketing Front End Sales
CRM Call Centers HR/ Recruitment
Social Media Strategy: Interactive, Collaborative, Analytical, and Social
Integrated Social Business Strategy
10
© 2012 IBM Corporation
IBM Social Business
CustomerService
ProductDevelopment
Risk / Compliance
Marketing / PR
Bank of America on Twitter
� BoA has 15,000 followers. Channel managed by team of 6FTE. High satisfaction rate. Customer problems often resolved offline, but initial engagement through Twitter.
� Besides its Twitter accounts, BoA has a YouTube Channel, blogs, LinkedIn networks, a Flickr account and plans to expand on
Facebook.
"Given the amount of time that people are spending online and when you see how people are using social media to
answer questions. Yes, our shareholders should care,"
"We are deepening our relationship with customers through social media…banks' presence on social media channels
will only increase going forward”.
"Much of the industry, including us, is still trying to figure out to how apply it best to the business."
"People spend 25 percent of their time on Facebook and the internet. People are looking for services and information.
We want to make sure there is a human connection. If we can't add value to a network we are not going to join it,"
Chris Smith, Enterprise Social Media Executive for Bank of America.
Communications Doing BusinessSalesRecruitment /
HR1 2 3 4 5 6
© 2012 IBM Corporation
IBM Social Business
First Direct lab was launched in August. Visitors given access to what the bank is planning and can critique it through a comment facility and forum.
The initial plans up for discussion included a Web site re-design, the use of QR codes and a mortgage comparison smartphone app.
Now the bank is asking customers to view a number of design options for its next debit card.
First Direct Labs
After four days live on the site, 1204 people had added their
comments
CustomerService
ProductDevelopment
Risk / Compliance
Marketing / PR Communications Doing BusinessSales
Recruitment / HR
1 2 3 4 5 6
© 2012 IBM Corporation
IBM Social Business
� Over the span of a few days, NAB became the #1 most trending topic on Twitter across all of Australia and received 100,000+ visits to their break-up blog.
� NAB is now ranked #1 in customer service (up from last place)
� 79% increase in home loan inquiries
� 50% increase in credit card applications
� 20% increase in new accounts
� Cannes Lion 2011 award for Best Use of Media Relations
13
Marketing: National Australia Bank on YouTube
CustomerService
ProductDevelopment
Risk / Compliance
Marketing / PR Communications Doing BusinessSales
Recruitment / HR
1 2 3 4 5 6
© 2012 IBM Corporation
IBM Social Business
Source: http://www.facebook.com/SmallBusinessSaturday?v=app_165267296827487; “Who we are.” American Express Web site. http://about.americanexpress.com/oc/whoweare/; Small Business Saturday Web site, accessed January 24, 2011. http://smallbusinesssaturday.com/faq.html; “Small Business Saturday (SM) Firmly Plants Its Roots Between Black Friday and Cyber Monday.” American Express press release. December 2, 2010. http://about.americanexpress.com/news/pr/2010/post-sbs.aspx
Crossing the emotional divide: Amex uses social media to get customers personally invested in outcome of campaign
Solution:� Small Business SaturdayTM on Facebook -
users encouraged to click “like” and spread the word
� For each “like,” $1 donated to charity� Card holders enroll to receive a $25 credit� Consumer/merchant “Shout Outs”� Polls captured consumer motivations
Results:� Within weeks, more than 1 million people had
“joined the movement”� American Express donated $1M to charity
Challenge:Build advocacy by tapping into consumers’ concern about their community’s economic wellbeing; support small business clients
PR / brand enhancement: American Express
CustomerService
ProductDevelopment
Risk / Compliance
Marketing / PR Communications Doing BusinessSales
Recruitment / HR
1 2 3 4 5 6
© 2012 IBM Corporation
IBM Social Business
Most popular recruitment application on Facebook
“Professional service provider engages and hires senior-level, passive candidates for 4% of traditional costs”
CustomerService
ProductDevelopment
Risk / Compliance
Marketing / PR Communications Doing BusinessSales
Recruitment / HR
1 2 3 4 5 6
IBM Confidential © 2012 IBM Corporation
JCI: 21 June 2012
The Social Business JourneyCreating and capturing value through Social Media
This report is solely for the use of Client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the Client organization without prior written approval from IBM. This material was used by IBM during an oral presentation; it is not a complete record of the discussion.
© 2012 IBM Corporation
Todd Abramson
Strategy and Transformation
Consultant
� 8 years+ experience in technology, innovation and transformation
� Thought leadership working with international clients focusing on digital channel transformation and social media
� MBA from University of Oxford, Said Business School
www.linkedin.com/ToddAbramson
Todd Abramson
Strategy and Transformation
Consultant
� 8 years+ experience in technology, innovation and transformation
� Thought leadership working with international clients focusing on digital channel transformation and social media
� MBA from University of Oxford, Said Business School
www.linkedin.com/ToddAbramson
© 2012 IBM Corporation
IBM Social Business
Jams &
Ideation
Community Design
Social Media Analytics
Internal
Collaboration
Tools
Optimise
Business Feedback
Processes
Enterprise
Social Media
Strategy
Multi Channel
Strategy
Employee Social Media
Guidelines
Governance
Business &
Technical
Requirements
Internal
Community
Jumpstarts
Co-mentoring
Ambassador
Program
Solutioning
Social Media
Strategy
Implementation
RoadmapRoadmap
Strategy and Governance
Business CaseBusiness Case
Analyse the Outputs
Optimise the Process
Transform the Organisation
Solution EvaluationSolution Evaluation
Pilot/POC
Solution Confirmation
Business Readiness
Build
Deploy
Learn and Transform
© 2012 IBM Corporation
IBM Social Business
Social Business
How to build your personal eminence
© 2012 IBM Corporation
IBM Social Business
Alison Foley Business Strategy
Consultant
Financial Services
� Graduate from Oxford Brookes University – studied International Business Management (IBM)
� Background in Retail, Marketing and IT
� Keen interest in Social Business and it’s impact on business reputation, particularly across cultures
@alison_foley
Alison Foley Business Strategy
Consultant
Financial Services
� Graduate from Oxford Brookes University – studied International Business Management (IBM)
� Background in Retail, Marketing and IT
� Keen interest in Social Business and it’s impact on business reputation, particularly across cultures
@alison_foley
© 2012 IBM Corporation
IBM Social Business
Social media is essentially a category of online media
technologies; where people are talking, participating, sharing, networking, and bookmarking
online
© 2012 IBM Corporation
IBM Social Business
22
© 2012 IBM Corporation
IBM Social Business
23
The more you “sell” the less you sell. You earn the right to promote in social, you can’t buy it.
© 2012 IBM Corporation
IBM Social Business
24
© 2012 IBM Corporation
IBM Social Business
25
“you miss 100% of the shots you don’t take”
© 2012 IBM Corporation
IBM Social Business
26
© 2012 IBM Corporation
IBM Social Business
#1 Define your personal brand
“Your personal brand is composed of values, a mission, and a positioning statement that depict
what you do and who your audience is. It is an indicator for how valuable you are to employers
and customers at every stage of your career”
Dan Schawbel, PersonalBrandingBlog.com
© 2012 IBM Corporation
IBM Social Business
#2 Look Great on LinkedIn
1.Open your profile to full view
2.Add links to other web properties
3.Add your well written bio
4.Actively seek to connect with people
© 2012 IBM Corporation
IBM Social Business
#3 Share ideas through Microblogging
© 2012 IBM Corporation
IBM Social Business
#4 Blog – on someone else’s blog
© 2012 IBM Corporation
IBM Social Business
#5 Establish your own web property
�Set up a Twitter account
�Launch a traditional blog
�Share videos on YouTube
�Share slides on SlideShare
�etc.
© 2012 IBM Corporation
IBM Social Business
Get started today!
1. Define your personal brand
2. Build up your LinkedIn Profile
3. Use LinkedIn to share ideas and links to content you find useful
4. Look for opportunities to comment on blogs and volunteer to write a guest post
5. If you want to establish a Twitter account or blog, take time to plan first
© 2012 IBM Corporation
IBM Social Business
Thank You & Questions