social: session 4: expanding your social business in a global market

Expanding Your Social Business in a Global Market

Social

Jesús HoyosManaging Partner

@jesus_hoyoswww.jesushoyos.com

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About Jesús Hoyos

Google Me: Jesus Hoyos, CRM

LinkedIn: http://www.linkedin.com/in/jesushoyos

Twitter: @jesus_hoyos

Email: [email protected]

More: http://about.me/jesushoyos

http://www.linkedin.com/in/jesushoyos

http://www.linkedin.com/in/jesushoyos

mailto:[email protected]

http://www.about.me/jesushoyos

http://www.about.me/jesushoyos

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Topic: Social Business in a Global Market

CRM principals are the same no matter where you go, but how those principals work best – and what is appropriate legally and culturally – can vary dramatically from place to place.

How to expand your social business internationally? … without overlooking key details like data elements, privacy, laws, culture, the Social CRM aspects of collaboration and deploying social business in multinationals.


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Key Trends


The Gartner 2011 CIO Survey reveals that almost half of all CIOs expect to operate their applications and infrastructures via cloud technologies within the next five years

Article Source: http://EzineArticles.com/6642962

The 2011 IBM Global CIO study results uncover that both CEOs and CIOs focuses over the next 5 years are in Insight and Intelligence, Client intimacy, people skills, Risk Management, Enterprise model changes, Industry model changes and Revenue model changes.


A survey by IT staffing company, Robert Half Technology of 1400 CIOs across the United States found that more than half are predicting that real-time collaboration technologies such as Jive and SharePoint will surpass email as the chief form of internal communications in the next 5 years.


The CIO Tech Poll in July 2011 shows that Top areas for investments include cloud computing services (62%), BI & analytics (57%), hardware infrastructure: tablets (55%) and mobile/wireless (54%).


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Key Areas

Community PlatformsInternal and External Communities

Internal Collaboration to manage customersB2BB2C

Big Data Knowledge Management

Workflow and BPM Web and Mobile Apps

Consumers Apps in the Enterprise Video / Facetime04/10/2023 ©2012 SugarCRM Inc. All rights reserved. 6

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Are we collaborating in the enterprise?

1. Create a private Google site or Facebook group?

2. Open a Yammer account before we get access to Sharepoint?

3. BCC the VP of Customer Service

4. Don’t discuss the project failures in the next meeting

5. Waterfall vs Agile/Scrum6. Are we ready to be agile and innovate?

7. Are we getting ideas from consumers?8. The CEO only has 15 minutes to listen to us?9. Where is that updated project plan?04/10/2023 ©2012 SugarCRM Inc. All rights reserved. 7

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Social Business in other parts of the world

Relationships carry more power than data

It is not about a status update or LinkedIn

It is the hand shake, the hug

It is the dinner, it is who you know

It is personal, it is family


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Key Facts

Most International Companies are family owned

The Carlos Slim EffectGrupo CarsoTelcelTelmexAmerica Movil

Many Latin American companies are expanding

SURA buys ING Latin AmericaJuan Valdez is now in the United States marketCemex is everywhere



Key Areas to Consider

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Geography

Consider cities, countries and regional differences (business units are not countries)

Geopolitical risks - part of your change management

Design your Social Business program and software globally but deploy it locally

projects can fail when one business unit is collaboration-centric and the another one is focused 100% in cutting costsallow different social business technologies to be used – locally or globally

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Processes and Functionality

Make sure you have standard processes that can be adjusted to the realities of each country and region

Make sure that the functionality deployed can be changed quickly. You do not want the local business unit to wait six months for new functionality.


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Best Practices ARE not Best Practices

Many best practices in U.S. are not really best practices in Latin America or in any of the BRICS’ countries.

Best practices some time are bad practices when deployed in many countries or regions.

Make sure you monitor all processes and functionality to make sure if they all make sense as best practices.


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SaaS & OnPremise

Validate the differences between SaaS and OnPremise for your deployment on each country.

If you decide to use a SaaS solution, be aware that we are in the era of the One-Click Deployment - validate GAP in knowledge and execution.

Legal and Privacy aspects can affect a deployment in each country.

Talk to Legal.


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Change Management

Do not push your CRM projects to the countries. HQ and the local business units need to buy-in the project and a good change management process needs to be in place.

Use local Project Managers.

Training and more training.

Have a realistic budget that goes beyond technology.


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Users

I think you heard this one before – “Start with the early adopters or power-users”.

I will recommend the contrary, start with the employees that will give you problems with change management or adopting the CRM strategy…. You need to start early with the late adopters.


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Use tools and methodolgy that enables collaboration

Agile/Scrum Wikis

Project ManagementKnowledgeBase

GotoMeeting, Webex Mindjet – share ideas eLearning Tools

Involve HR in the local countries Make your IT gives you access to the Internet

8/14/10 Managing Int'l CRM Projects 17


Some ideas before deploying a Globals Social Business strategy

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Discuss Benefits at the local region Static project management tool vs. real-time

collaboration Time to market

Crowdsourcing Reduce cost in information finding

Talent retention and productivity Manage risks faster

Agile Innovation

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Why Collaborate?

It is about change management

It is about learning from failures

Goldfish effect

It is about KPIs


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Six Steps to start Collaborating (by region, country)

1. Education and Training

2. Assess Company Culture 3. Learn what failed (history of projects)

4. Set objectives, goals and metrics

5. Make an action plan

6. Start a pilot project


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Step 1: Education and Training

Industry research in your industry or field Learn about Agile/Scrum

Create a wiki or a Google Docs to share content

Bookmark content with Diigo

Avoid using internal email to share information

Use the free trials from the collaboration tools

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Step 2: Assess Company Culture Personalities – advocate vs. detractors Are we digital yet?

Capable to collaborate Internal needs and requirements

Are we PMI Certified? Can we innovate?

Share case studies in your industry Can HR help with change management? Can we avoid the Netflix effect?

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Step 3: Learn what failed (history of projects)

Past success stories Past failures

Document what happened Learn from lessons

Setup new metrics to learn Be ready to fail again but be sure to improve

fast Be agile

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Step 4: Set objectives, goals and metrics

Based on the first 3 steps setup goals, objectives and metrics

Gather a list of requirements and process to start collaborating and innovating

Link requirements to real company problems and solutions

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Step 5: Set up an action plan

Project Charter – use a collaboration tool for this

Look for executive buy in Look for staff buy in It is not just that they accept the project but

they are part of it – there needs to be commitment

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Step 5: Start a pilot program

In Phases Use Collaboration tools Measure results everyday Be ready to fail Always on “beta” Be ready for change Be agile


Q & A


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