from social media to social business (updated)

1© 2014 socialadoption.com

From Social Media to Social Business

Peter H. Reiser – Social Business [email protected]


Twitter @peterreiser


The Customer Experience Lifecycle

PURCHASE RECOMMEND

MAINTAIN

RESEARCH NEED RECEIVE USE

1

2

3

4

5

6

7

8

SELECT BUY OWNSupport & ServeMarket & Sell


WEB

CONTACTCENTER

IN-STORE

CATALOG

MOBILE

EMAIL

SOCIAL

NEED /RESEARCH

SELECT PURCHASEMAINTAIN /

RECOMMENDRECEIVE /

USE

A complex customer journeyCUSTOMERS DEMAND A BETTER EXPERIENCE

Read Reviews

Comparison Site

Web Search

Ask Facebook FriendsFor Recommendations

Visit Branch Office

Chat

Email Order Confirm w/Rec

Pickup Local Store

Tweet AboutPurchase Experience

Ask for Help onCommunity Chat Room

Product Info

Order Online

Kiosk

Change Order

Select Product

BrowseCatalog

Order Online

Call for Info about Add-on Accessories

5© 2014 socialadoption.com5

let’s do a reality check


Enterprise Social Landscape

ProductDevelopment

Marketing HR IT CustomerService

IDEAStorm Monitoring Recruitment Collaboration CommunitiesSocial Tools Silos

Social Graph Silos


Source: http://www.global-integration.com/resources/cartoons

Community

Manager

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


The Novelty Is Over

Source: http://www.edelmandigital.com/2012/03/05/weaving-social-layer-across-your-organization/

Social Media Social Business


Social Business Strategy


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

Interact Collaborate Work

Social EmployeeSocial Customer

Sales MarketingService

1. Integrate Social into YOUR Business Processes

2. Social Insight – What’s In It F

or the Business (W

IIFB)

3. Social Adoption – What’s In It For M

e (WIIFM)


Social – Tools – Graph - Adoption

Integrate Social into your Business Processes

BID Mngt.ProductCreation Market Sell Deliver Support

Business Applications

IDEA Storm Social Monitoring

Social Discovery Social Collaboration Communities

Social Insight


The untapped Power of Social Insight

Customers

“Why should I pay a checking fee if other banks don’t charge

one?”

Workforce

“Wow – our Social CRM found the right

internal expert with one click ...”

Competition The Public

“Service of my Bank xYZ is ridiculous .. need to switch .. ”

“RT @finwiz Barclaycard Ring Fees: Want to get rid of the 1% Foreign

Country Fee?


Social Media Objective & KPI’s


Social Media Metrics


Open Source SNA Tools

Examples • Node XL (SNA integrated into Excel)

– http://nodexl.codeplex.com/

• Gephi (visualization and basic network metrics) – http://gephi.org/

• NetLogo (modeling network dynamics)– http://ccl.northwestern.edu/netlogo

http://nodexl.codeplex.com/



http://gephi.org/

http://gephi.org/

http://ccl.northwestern.edu/netlogo

http://ccl.northwestern.edu/netlogo


Social ROI (WIIFB)


Enterprise Social Collaboration - secure – scalable – compliant Social - Capabilities – Graph - Adoption

Business Applications metricsmetricsmetrics metrics metrics


Innovation Management



metricsmetricsmetrics metrics metricsBusiness Applications 900 customer ideas

IDEAStorm


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



Social Publishing



metricsmetricsmetrics metrics metrics25% increase in

customer retention

Social Marketing


barclaycard Ring



Sales & DeliverySocial Re-Use versus Win/Loss Rate and Project Margin



metricsmetricsmetrics metrics metrics14% higher Win Rate 20% higher Margin

Social Selling Social Collaboration


CRM + Communities

Recommendations based on in context CRM and Social Insight


ROI on Social Collaboration (Sun Microsystems)

ROI Calculation

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 %

Source: http://socialadoption.com/2011/12/12/social-roi-and-social-value-models/

132 Millio

ns incremental

revenue



Customer Service Community Driven Support



metricsmetricsmetrics metrics metrics100% Community

answered

Social Customer Support


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


ok – and how to drive Social Adoption ?


Social Adoption

+ = WIIFM

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

(Measuring) Social Capital

Maslow

Social Value Model


Understand your Communities

Sales Team Tech Team

Next Fiscal year - you can choose between:

5% more salary or

work on a cool project

Source: http://socialadoption.com/2011/12/12/social-roi-and-social-value-models/

“Culture Eats Strategy For Breakfast”

Peter Drucker

source:http://www.relationaldynamicsinstitute.com/?p=48


1. Social Value model (Motivational Design)

• Motivation (Behaviorism Theory)• Intrinsic • Extrinsic

• Reward models (Cognitive Evaluation Theory)• Tangible/intangible rewards• Excepted/un-excepted

• Activity Loop• Motivation -> Action -> Feedback

• Fun

Engagement Progression


Measuring Social Capital Example

Social Equity Activities Me

Contributioncreatemodify

ParticipationviewratecommentRe-use

People

Actors Value per Activity Sum of Value

Person EquityInformation EquityCommunity Equity


In Context Social Value Evaluation

Info 1IQ=10

Info 2IQ=20

JavaTQ=30

RubyTQ=20


Tag Equity

Info 1IQ=10

Info 2IQ=20

Info 3 IQ=30

JavaTQ=60

RubyTQ=60

Info 4 IQ=40


Tag Equity

Info 1IQ=10

Info 2IQ=20

Info 3 IQ=30

JavaTQ=60

RubyTQ=60

TQ(Java)=30TQ(Ruby)=20

Info 4 IQ=40

TQ(Java)=30TQ(Ruby)=40


User Benefit (WIIFM)

Social Ranking

Recognition (Incentive)

Expertise and Skills discovery


Social Value Model

• WIIFM – Recognition Kudos– Rewards Payback Points

• WIIFB

• 100% community support

• NPS of 73%

• 84% overall customer satisfaction

• Community Type – Mobile Users

• Community Contributions– Social Support– Social Innovation– Social Marketing


Social Value Model

• WIIFM – Recognition Kudos– Rewards Payback Points

• WIIFB– 25% increased customer

retention– 50% decreased customer

complaints– 10Mio anualized benefits

• Community Type– Credit Card Holders

• Community Contributions– Social support– Social Innovation– Social Marketing


Sun Microsystems

Engineer

Principal

Fellow

Senior Engineer HR Levels HR Promotion Process

Peer Review

Candidate Pipeline Criteria's

Internal OutreachExternal OutreachIntellectual Properties ........

Over average Social Equity Source: http://socialadoption.com/2011/12/12/social-roi-and-social-value-models/


=> 55 Klout Score = Business Lounge American Airlines


Social Business Summary

• Horizontally integrate Social into your Business Processes

• Leverage in context Social Insight across all channels & audiences (BIG Data)– ROI– Discovery / Simulation – Recommendations/Targeting/Segmentation

• Social Adoption – its all about Community + Value

• Social + Mobile + Cloud


Social Business Strategy (WIIFB) Social Value Modeling (WIIFM) Social Product Strategy

Can we help you?

http://socialadoption.com


@Apéro

@peterreiser

facebook.com/reiser2.0

linkedin.com/in/peterreiser

Thank you

http://socialadoption.com

from social media to social business (updated)

Technology

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