Get BOLD Social Business Agenda Sandy Carter | VP, Social Business Evangelist IBM Corporation

Follow me @ sandy_carter http://twitter.com/sandy_carter

Subscribe to my blog http://socialmediasandy.wordpress.com/

Mainframe

PCs

Internet

Social

Departmental

$100B by 2015

The Fifth IT Era: The era of Social Business

© 2011 IBM Corporation

Engaging

Transparent

Nimble

Use of collaboration/social

networking to enable global teams To work more effectively

Outperformers

57% MORE Underperformers

44%

28%

Source: IBM CIO Study, 2010

Note: 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

Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter, ISBN: 0132618311, Copyright © 2011, IBM Press

What is a Social Business?

Social Media vs. Social Business

Engaged

Transparent

Nimble

Social Business Social Media

Primarily marketing and PR Encompasses organization

and business processes

Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,

ISBN: 0132618311, Copyright © 2011, IBM Press

5 5 5

Align Organizational Goals & Culture

Gain Social Trust

Engage Through Experiences

Network Your Business Processes

Design for Reputation and

Risk Management

Analyze Your Data

The Social Business Agenda

eats strategy for lunch!

Goals Drive the Appropriate Engagement Model, Tools & Analytics

CULTURE

BASF

Gain Social Trust

Tippers

Friends

Followers

Expertise

Responsive

&

Consistent

Transparent

& Open

15%

Transparent & Open

Consumer Dealer Reviews

Expertise & Leadership

Expert Advice on Car Buying

Responsive & Consistent

Rapid Response Time

Engage through Experiences What is an Exceptional Experience

Source: “Designing for the Social Web” by Joshua Porter

1st Time Participant Interested Unaware

Regular Participant

Passionate Participant

Consumption

Engagement The Usage Life Cycle

Integrated

Interactive

Identifying

Engage: Integrated

Engage: Interactive

© 2011 IBM Corporation

Use of Gaming, Mobile, Virtual Gifting, Video

Virtual Gifting:

20% more

purchases of real

Godiva

Gaming:

Increased Recall

Mobile: Engage

fans everywhere

Engage: Identifying

© 2011 IBM Corporation

Personalized Experience; Knowledge of You

Personalized, multi lingual

dealer portal

Product & Service Development

Marketing, Customer Service

Operations, Human Resources

Traditional Business

'Push' marketing Control brand

Invest R&D Ideas from inside

Siloed Rigid

Outcomes

Social Business

Listen to market Build advocates

Embed social in process Connect in and outside

Build communities Act small

(Social) Network Processes

OLD PROCESS: Direct Mail, eMail, Telephone, Advertising, PR, Events

SOCIAL ENABLED PROCESS: IBM

eBook Twitter, Blogs

Add in Social! • WATSON

© 2011 IBM Corporation

Content Activation

Social Enable Your Marketing

Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,

ISBN: 0132618311, Copyright © 2011, IBM Press

Marketing Process

Lead Generation Lead Nurture Lead Conversion

Product Development Process

Reqmts & Concept

Definition & Plan

Develop & Qualify

Ramp Up & Launch

Life Cycle Mgmt

OLD PROCESS:

SOCIAL ENABLED PROCESS: COACH

Crowdsourced Bags

Add Crowdsourcing! • 6 million engagements • 8.5 mins with the brand vs avg 1.2 mins • Brand awareness increase in ages 12-24

Social Enable – Product Development

Human Resource Process

Collaboration Resource Sharing

Productivity Future Planning

OLD PROCESS:

SOCIAL ENABLED PROCESS: Celestica

(Social) Network your Processes: HR Resource Sharing

Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,

ISBN: 0132618311, Copyright © 2011, IBM Press

• Brainstorming new ideas

• 2,000 Corporate Champions

• Share Process Best Practices

• From Silo to Unified Company

2010 Celestica #1 Game Changer Award Winner

“The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010

30%

15%

20% HR & Talent Management Increased speed to

knowledge and experts

Marketing & Sales Increased revenue

R&D Increased time to

market and successful

innovation

Value of Social Business

Analytics: Gatorade's Command Center

Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,

ISBN: 0132618311, Copyright © 2011, IBM Press

Dimensional Analysis

Filtering

Voice

Keyword Search

Dimensional Navigation

Drill Through to Content

Relevant Topics

Associated Themes

Ranking and Volume

Relationship Tables

Relationship Matrix

Relationship Graph

COMPREHENSIVE ANALYSIS

SENTIMENT

EVOLVING TOPICS

AFFINITY ANALYTICS

“The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010

• Community Manager, Social Business

Manager

• Social Analytics Manager, Social

Innovation Manager

Value for You! New Opportunities!

• Social Reputation and Risk Manager

• Social Customer Support Manager

Available August 2011

Order advance copies NOW:

ISBN-10: 0132618311

ISBN-13: 9780132618311

Follow me @ sandy_carter http://twitter.com/sandy_carter

Subscribe to my blog http://socialmediasandy.wordpress.com/