Get Social, Sell Social Business

Transcription

1 Get Social, Sell Social Business Stuart J. McRae Executive Collaboration & Social Business Evangelist IBM Collaboration Solutions ibm.co/smcrae

2 The Internet is changing IT (again) Public social networking has proven the power of conversations and relationships More companies NOW use social internally than externally We are entering the Post-PC era with Apple selling 100M ipads in 2013, shifting usage from creation at desks to consumption on the move 66% of top financially performing companies leverage social in their business processes McKinsey estimate that social technologies could raise the productivity of interaction workers by 20-25% Sources: Twitter, Jeff Bullas; Pew Internet & American Life Project; IDC; LinkedIn; The Real Time Report; Regalix; CultOfMac; McKinsey

3 New technologies are challenging the way we work Increasingly influential and vocal customers & citizens Growing demand for 24/7 and mobile connectedness Pressure to build and share expertise for competitive advantage Complex ecosystems requiring collaboration outside the company

4 What is a social business? It isn't just one that uses Twitter & Facebook It leverages the latest technologies, including Social, Mobile, Analytics, Cloud to build employees' internal & external relationships to delight its customers to manage its talent to improve its processes to innovate to deliver better business results

5 Social Businesses is about changing the way we work Culture collaborate with partners to serve encourage customers engage better employees employees Internal to collaborate not to compete with each other provide an open, simple, integrated, collaborative workplace Social Business in conversations with customers engage customers via social networks web, mobile, open up voice & access to video knowledge & expertise to partners Technology External

6 Success requires a Social Business Platform Culture collaborate with partners to serve encourage customers engage better employees employees Internal to collaborate not to compete with each other provide an open, simple, integrated, collaborative workplace in conversations with customers Social Business engage customers via social networks open up web, mobile, voice & access to video knowledge & expertise to partners Technology External

7 The opportunity is significant $900B - $1.3T/yr of value could be generated according to McKinsey* * The social economy: Unlocking value and productivity through social technologies McKinsey Global Institute, July IBM Corporation

8 Why become a social businesses?...the results speak for themselves Improve Customer Service Can achieve 5% reduction in customer defection rate increasing profits by up to 68% (2) Reduce Employee Turnover Can reduce turnover, highly engaged employees are 87% less likely to leave their organizations than highly disengaged employees(5) Speed up Product Development Can develop and bring new products to market in 1/3 time (3) Maximize Productivity Can retain the knowledge of seasonal staff within the company, and thus increase customer satisfaction in our resorts (7) Increase Visibility Increase Sales Can increase sales manager revenue by 40% and improve efficiency by up to 50% (1) Can increases website traffic by 145 million visits (6) Better Marketing Can achieve 100% increase in market exposure (4) Source 1: VCC case study, Source 2:Bain & Co Source 3: Cemex case study, Source 4. Amadori case study Source 5:Independent Study by The Corporate Executive Board, 2004 Source 6 Cars.com Case study, Source 7 Robinson Club 2013 IBM Corporation

9 Social Businesses empower their people to execute better Market Management Process: Marketing Do market segmentation in real-time and allow the marketing team adjust advertising on the fly Software Deployment Process: IT Find the technical expertise and institutional knowledge to fix an error in our ERP system Critical Situation Process: Customer Service Find who can best help me address this urgent problem for my client Talent Management Process: HR Anticipate and react competitive poaching of top talent Lead Development Process: Sales Use predictive analytics on every customer interaction to gather insights into what customers will buy next

10 Selling B2B is all about relationships So you must empower your people Empower the employee in front of the customer To use the resources of your whole organisation to make the sale to impress the customer to answer the question to find the solution to fix the problem to close the deal Consumers buy brands, businesses buy relationships

11 And you need to empower your people to engage with partners, suppliers, to delight your clients Collaborate across the whole eco-system that serves your customer

12 Example: IBM Client Experience Jam

13 Example: IBM Expertise Locator Outdoor Furniture Specialist Outdoor Furniture Specialist Lighting Advisor Warranties Seasonal Inventory Decor Specialist Greenwell Certifications Outdoor Certification Product Lookup Competitor Lookup MyGreenwell Decor Tel: (212) Tel: (212) Greenwell Expertise Camping, Cooking, Outdoor Decor Post Post to to Profile Profile Furniture, Warranties, Outdoor, Décor, Inventory

14 Example: IBM IndustrySpaces (now Industry CollaborationHubs)

15 Example: IBM Self Help Communities

16 Example: IBM Client Collaboration Hubs

17 Example: IBM external collaboration with customer and the channel Qualifying business partners* can get free SmartCloud for Social Business accounts to use with their customers - contact your business partner rep. for details * Currently available to IBM SmartCloud for Social Business SVP authorised partners *But even if you don't qualify, it's well worth the cost! License your employees and your customers can access free as guests

18 Use of social media: a maturity model Not just in the Social Marketing team, but across the organisation Advertising, Social Listening @MyCorpCEO Like our Facebook Page & win a watch Pin this product See our job vacancies on LinkedIn 18 Deep Social Analytics, Customer Targeting & Integration Social sentiment Predictive analytics Psycholinguistic profiling One View of the Customer Business intelligence Expertise location Product communities Competitive analysis Product strategy Process improvement Business processes Employee Engagement Monitor, observe, learn Ask, discuss, research Share, crowdsource Insight, leadership RETWEET! Social Media Guidelines IBM Corporation

19 Automatically push content to social media from Web Content Management as part of your marketing programs IBM Corporation

20 Social media monitoring: more than listening & generating reports Help employees understand what is being said about you & competitors, and act on it Engage with the right staff to take action from insights

21 Use internal social tools to manage external conversations Engage all of your employees to use their expertise to help your customers populate your web site with Moderated Content from INTERNAL COMMUNITIES...while Customer Content is discussed safely behind the firewall IBM Corporation

22 Build ongoing conversations with your customer across contact points

23 IBM's social business strategy not separate but a continuum driven by values, culture, processes & technology Activate the Workforce Improve productivity and unleash innovation Create a Smarter Workforce Create Exceptional Customer Experiences with pervasive mobile access the default access mode for social solutions Delight Customers Increase loyalty, advocacy, and revenue

24 Applying social business The repeatable patterns that improve business processes and provide return Download the White Paper and see the ROI:

25 External Beyond the Customer Marketing, Social Sentiment and Understanding your Market Engaging your Customer Exceptional Digital Experiences, Web, Mobile, Social, Call Centre Beyond the Enterprise Extending Collaboration to Partners Suppliers, Resellers and the Channel Internal Social Collaboration & Transformation Social Intranets to Empower the Workforce to improve Customer Service & Business Results Cultural continuum & technology integration Aspects of social business

26 Capabilities for social business Customer Partner Employee Social Monitoring & Analytics, Dashboards & Mashups Social Media and Web Content push to Social Networks Social Network Integration in Web Experience Exceptional Web Experiences, Web Content, Social Media, Social Network Integration, Mobile, Customer Communities, Forums, Chat, Analytics Collaboration as a Service, Partner Portal, Channel Portal, Supplier Portal, Social Collaboration, Unified Communications Social Collaboration, Unified Communications, Social Intranet, Activity Streams, Social ECM, Social BPM, Social CRM,... Business Adoption Market

27 Leverage adjacent expertise to move into social business Market Customer Partner Employee IBM Social Analytics IBM WebSphere Portal & WCM IBM Connections, IBM Sametime Sentiment Analysis Social Media Dashboard External Social Media IBM Customer Experience Suite IBM Connections, IBM Sametime IBM Worklight, IBM Coremetrics IBM SmartCloud for Social Business IBM WebSphere Portal & WCM IBM Connections, IBM Sametime IBM Employee Experience Suite IBM Connections, IBM Notes IBM Talent Suite, IBM Sametime Exceptional (& Social) Digital Experiences Collaboration in the Cloud Partner Collaboration Channel Portals Smarter Workforce Social Intranet Social Collaboration

28 IBM's Social Business Platform as a basis for Industry or Role based solutions Could you leverage your cross portfolio skills, industry knowledge or customer experiences to create a unique, value proposition?

29 IBM will be exploring the opportunity for our partners further at this event or let us know if you would like support for an event with your customers

30 Social Collaboration is about adding new social capabilities... People centric Document centric engagement, team organisation-wide collaboration...and beyond...not replacing existing ones Access Controlled Knowledge Sharing Authoritative Expertise Location Workflow Conversations Process Get it done

31 Some of our largest IBM Connections customers are Microsoft focussed No need to rip and replace existing tools integrate with them Profiles Communities Micro Blogging Wikis Libraries Surveys Microsoft Outlook Activities Chat Microsoft Windows Homepage Microsoft SharePoint Calendar Blogs Mobile Ideation Meetings IBM is committed to supporting Cloud (SaaS) and on premises deployment

32 IBM is recognised as the industry leader in Social Business The Forrester Wave: Cloud Strategies of Online Collaboration Software Vendors 3Q 2012 Forrester Research Inc, Aug 2012 IBM Platform for Social Business IBM Connections Suite IBM Social Analytics IBM Social Content Management IBM WebSphere Portal family Industry Leader in Worldwide Enterprise Social Software Platforms, ranked #1 by IDC for the last five years Industry Leader in Business Analytics, ranked #1 for Strategy & Capabilities in IDC's Global MarketSpace for Business Analytics IT Consulting & Systems Integration report 2012 Industry Leader in Enterprise Content Management, according to Gartner the largest ECM vendor in terms of market share and total content revenue leading in both vision & ability to Execute Industry Leader in Horizontal Portals, residing in the Leadership category in the Gartner Magic Quadrant every year since it was created Industry Leader in Cloud Strategies for Online Collaboration Software Vendors according to Forrester Wave in 2012 Deployment Choice: 32 Software as a Service Hosted Private Cloud On Premises Hybrid 2014 IBM Corporation

33 IBM Collaboration Solutions Market leading solutions for external & internal engagement Customer choice between public cloud (SaaS), managed private cloud & on premises Interoperability with existing infrastructure (Microsoft, SAP, etc.) Leverage integration across the whole IBM solution set Collaborate around Content, around business intelligent, around development, etc. Exceptional Customer Experience Smarter Workforce IBM Employee Experience Suite IBM Talent Management Suite IBM Customer Experience Suite IBM Platform for Social Business Social Networking IBM Connections IBM Notes Social Edition IBM Sametime Social Analytics IBM Social Analytics Suite Social Content IBM Enterprise Content Management Social Integration IBM WebSphere Portal IBM Web Content Manager Deployment Options IBM SmartCloud for Social Business Dedicated Private Cloud On Premises Hybrid

34 More innovation coming in IBM Connections Next Extending the SmartCloud Guest Model to on premises Connections deployment Visitor Model: Allow controlled access to specific communities to enable external collaboration Dropbox for the Enterprise : File Sync on the Mobile and the Desktop Invite Partner Or Customer to Join New User Receives Invitation Registers & Logs In Designs Subject To Change Community Content Available To New User

35 More innovation coming in IBM Docs Next Assignment based workflow for better collaborative editing Co-editing on the mobile device (with offline editing to follow) Designs Subject To Change

36 More innovation coming in IBM Mail Next Focus on your WORK not your INBOX Bring all your collaboration together in a simple, productive way in your browser Designs Subject To Change

37 Adoption is the key to achieving business value IBM has experience of adoption at scale and methodologies it can share Social Business Strategy Adoption Plan

38 For More Information Proven Social Business Patterns for Success Evolution of the Social Business (Business Computing World) What is Social Business (IBM BusinessConnect 2013 video) IBM's Social Business home page Video Case Studies around Social Business IBM 2012 Global CEO Study Leading through Connections The Business of Social Business: What Works and How It s Done (IBM Institute of Business Value) Becoming a Social Business Community on the IBM web site IBM Social Business Insights Blog IBM's Own Social Business Transformation Story (by IDC) 38

39 Thank You. Stuart J. McRae Executive Collaboration & Social Business Evangelist IBM Collaboration Solutions ibm.co/smcrae