The Social Business AGENDA: The Social Business AGENDA:
Tackling the top 2011 Trends for Competitiveness
© 2011 Marketo, Inc.
The Social Business AGENDA: Tackling the top 2011 Trends for
Sandy Carter | VP, Social Business
g pCompetitiveness
y | ,Evangelist | IBM Corporation@sandy_carter
#Marketo
What is Social Business?
Use of collaboration/social
EngagingUse of collaboration/social
networking to enable global teamsTo work more effectively
Outperformers
TransparentOutperformers
57%MOREUnderperformers
44%
Nimble28%
Source: IBM CIO Study, 2010
N t O t f d i d f l i f th d l th t (CAGR) fNote: Outperformers are derived from an analysis of the compound annual growth rate (CAGR) for 2003-2008 EBITDA within industries. Outperformers represent companies above the median: n=203
Page 3#MarketoSource: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter, ISBN: 0132618311, Copyright © 2011, IBM Press
The Modern Network Economy:Social BusinessesSocial Businesses
“magic”magic(innovation)
happens herehere
Page 4#Marketo
Align Organizational Goals & Culture
Gain “Friends” Through Social Trust
Engage Through Experiences
Network Your Business Processes
Design for Reputation and Risk ManagementDesign for Reputation and Risk Management
Analyze Your Data
Page 5#Marketo
Analyze Your Data
Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press
Impacts of different cultures, goals, …
Smartphone ProviderBank Servicer
Customers ChannelsBank
Channels
CompanyCompany
Bank’s Customers
Investors PartnersInvestors Partners
Goals:Help our banks “Act Big”
P id i l l ti t t
Goals:Create innovative new products
C t k t
Page 6#Marketo
Provide single solution to customers Create markets
Align Organizational Goals and Culture
IBM Case Spring
Social Computing Guidelines:IBM CaseStudy:
Spring 2005 May
2008
Empower everyone to participateEmployees = brand ambassadorsDigital Council
AlignCorporate Digital Council
Build a culture for participation starting inside first
Corporate Culture
starting inside first
Experiment. A lot.Gaming. Jams.
Page 7#Marketo
Gaming. Jams.
Friends and Social Trust
Desire what Mutual WhatHonestyis best for
the otherunderstanding
and compassion
is a ‘friend’?
Common interests, financial exchange, dislikes, relationships of beliefs, knowledge or prestige
Built Over Time
Social
Care and Commitment
By Transparent, Open CommunicationSocial Trust
Page 8#Marketo
Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press
Gain Trust: Richard Scott Salon
• Aggressively services through Facebook, LinkedIn, Twitter, Foursquare
• Comprehensive integrated marketing to embed trust at
l levery level
• No print ad for 1.5 years; p y ;tremendous growth in new clients
Page 9#Marketo
Engaging Franchisees
Weekly online promo and ad updates are delivered to franchisees – along with gblogs, tagging, ratings and real-time collaboration.
Social business ensures an engaged and enthusiasticengaged and enthusiastic franchisees and a consistent shopping experience at all 120 locations.
Secure document updates support the 30-day low-price guarantee and the 30-day
Page 10#Marketo
guarantee and the 30 day satisfaction guarantee.
Engage: Volvo Virtual Gifting
5.3 million Volvo-branded checkins
1.3 million Volvo-branded virtual goods (including avirtual goods (including a steering wheel, a wheel, the Volvo iron mark, and the S60 vehicle)
20,000 clicks to “See the S60 in Action”S60 in Action
Click-through rate (CTR) of 1 5%
Page 11#Marketo
of 1.5%
Engage: Social Gaming
Page 12#Marketo
Engage: Mobile Crowdsourcing toClean Up Waterways
U iPh
Clean Up Waterways
Use your iPhone –take a picture
U l d t l lUpload: water level, flow rate, trash level
Aggregated data is consolidated and shipped to the water control boards
in the local regions
Page 13#Marketo
Copyright IBM Corporation 2010. All rights reserved. [email protected]
Engage: Building relationshipsdrives business valuedrives business value
Page 14#Marketo
Social Enable Your Marketing
OLD PROCESS: Direct Mail, eMail, Telephone, Advertising, PR, Events
Lead ConversionLead NurtureLead Generation
SOCIAL ENABLED PROCESS: IBM
Add in Social!• WATSON
eBook Twitter,Blogs
ContentActivation
Page 15#Marketo
Blogs Activation
(Social) Network Your Processes: HR Resource Sharing
OLD PROCESS:
HR Resource Sharing
Collaboration Resource Sharing Productivity Future
Planning
Human Resource Process
SOCIAL ENABLED PROCESS: CeMex
BrainstormingBrainstormingnew ideas
Sharing skills
Page 16#Marketo
Sharing skills
Design for Reputation and Risk Management
H l d t
and Risk Management
Have a plan and a teamDevelop a Disaster recovery plan!!!
Be proactive and fast!p
Be transparent with 2 way dialogueDon’t try to manipulate
Page 17#Marketo
Analytics: Gatorade's Command Center
Page 18#Marketo
M f t d it t t h th ti i i t
Page 19#Marketo
Move fast and iterate to reach the tipping pointSource: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press
The World Changes Fast!
Follow me @ sandy_carterhttp://twitter.com/sandy_carter
Subscribe to my bloghttp://socialmediasandy.wordpress.com
Page 20#Marketo
The Social Business AGENDA: T kli h 2011 T d Tackling the top 2011 Trends for Competitiveness
&TWITTER AFTER-PARTY!
Send Sandy Carter a question on Twitter. Include
#Marketo @sandy_carter
#Marketo in your tweet.
The Social Business AGENDA: T kli h 2011 T d Tackling the top 2011 Trends for Competitiveness
&TWITTER AFTER-PARTY!
Send Sandy Carter a question on Twitter. Include
#Marketo @sandy_carter
#Marketo in your tweet.
Thank YouThank YouContact Us+1.877.260.6586www.marketo.com