The Socially Enabled Enterprise: A 2013 Research study

#ssuenterprise

Presented at

The Social Shakeup Conference #socialshakeup

September 17, 2013

Agenda:

Study highlights – 20 minutes

Speaker roundtable – 20 minutes

Q&A session – 20 minutes

Panel: Erika Brookes, VP, Product Strategy, Oracle Social, @ebrookes

Don Bulmer, VP Communications Strategy, Shell, @dbulmer

Chris Boudreaux, Global Lead for Social Media Offerings, Accenture, @cboudreaux

Moderator: Vanessa DiMauro, CEO, Leader Networks, @vdimauro

Preregister for the findings report

http://socialmediatoday.com/socially-enabled-enterprise-whitepaper

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Focus of the study:

The purpose of the Socially Enabled Enterprise Study is to explore the changing role of the IT and Marketing due to the impact of social business and to explore the impact social platform adoption is having on enterprise’s operations and customer-facing initiatives now and in the future. Oracle partnered with Social Media Today and Leader Networks to survey more than 900 marketing and technology executives from organizations around the world.

Sample composition:

This survey, which was conducted in the spring of 2013,gathered

insights from 20+ industries and 52 countries. Respondents were

screened to ensure that they held a role in either Marketing or IT, were engaged by an organization employing 100 employees or more, and worked for an organization which currently uses social platforms. 925 respondents met these criteria and were thus retained for analysis: 662 of those reported holding a Marketing position, while 263 were in IT/Technology.

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“A set of collaborative processes that have the potential to

yield improved business processes that are customer-driven

such as faster time to market with new products and

services, more successful research and development

outcomes and refined market messages that are explicitly

influenced by customer needs.”

Our Definition Of A Socially Enabled Enterprise

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• There is a widespread adoption of social platforms in organizations

• Larger organizations (those with 50,000+ employees) are much further along the path to becoming socially enabled enterprises.

• Becoming a socially enabled organization is considered part of the strategic agenda

• The transition towards a socially enabled enterprise is not expected to be easy

• Social business performance measurement is expected to be more operational/process focused in the future

Key Findings

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A profile of a socially enabled enterprise (SEE) is emerging: • Strong and collaborative leadership • A strategy to leverage socially-derived customer or partners insights to improve business

functions • A compendium of business-focused measures • The ability to link the strategy for becoming a socially enabled enterprise with operational

plans

RESEARCH FINDINGS

Preregister for the findings report http://socialmediatoday.com/socially-enabled-enterprise-

whitepaper

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12%

45%

27%

9%3% 6%

1 to 2 3 to 5 6 to 8 9 to 11 12 to 20 More than 20

The Majority Of Organizations Surveyed

Use At Least 3 Social Platforms

7

n=909

How many social platforms (e.g. Twitter, social CRM, blog, online community, YouTube) does your company currently use?

32%

2%

2%

2%

2%

2%

2%

2%

48%

17%

17%

19%

14%

17%

12%

7%

16%

63%

62%

58%

63%

57%

60%

59%

4%

18%

19%

21%

21%

24%

26%

32%

No change

Increased customer loyalty

Heightened thought leadership position among

customers

Stronger connection between customer

requirements & the products /services we deliver

Increased customer advocacy

Greater awareness of the customer needs

Closer relationships with existing customers

Increased visibility with prospective customers

Strongly Disagree Disagree Agree Strongly Agree

Social Business Increases Company Visibility,

Enables Closer Relationships And Offers Greater

Awareness Of Customer Needs

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n=varies There is generally consistency among respondents who selected “strongly agree” across responses

Please indicate the degree to which you believe each of these elements has changed due to your organization's social business initiatives?

2%

1%

2%

2%

3%

4%

8%

9%

8%

16%

33%

0%

1%

3%

3%

7%

7%

8%

13%

13%

6%

17%

1%

3%

3%

4%

8%

9%

11%

10%

12%

11%

15%

None

Time to Market

Call Center Deflection

Cost Reduction

Better Adoption of Existing Products / Services

New Ideas for Products / Services

Sales

Lead Generation

Share of Voice

Cust. Satisfaction

Awareness

First Second Third

* For the top three metrics, customer satisfaction was the only response where there were significant differences by company size.

*

Awareness, Customer Satisfaction And Share Of Voice

Are The Top Social Business Performance Metrics

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n=925

What are the top 3 performance metrics currently associated with social business initiatives in your organization?

Companies with over 10,000 employees are more

likely to consider customer satisfaction the number

one metric for their social business initiative

10

30.10% 29.30%

48.80%

42.90% 39.40%

30.00% 27.10%

31.30%

21.30%

less than 1,000 1,000 to 9,999 10,000 or more

Rank #1 Rank #2 Rank #3

What are the top 3 performance metrics currently associated with social business initiatives in your...-Customer satisfaction

Question: What does your organization typically do with the insights gathered from its social platform(s)? Select all that apply Question: How do you anticipate these insights will be used in the near future (within the next 12 months)? Select all that apply

Respondents Anticipate Significant Growth

In The Use Of Insights Gained From Social Platforms

11

n=829

3%

9%

32%

46%

47%

48%

52%

2%

5%

45%

60%

62%

56%

53%

Other

Do nothing with them

Use them in product development and R&D efforts

Integrate into customer care initiatives

Use them departmentally to impact our goals

Share across departments in hopes they are used

Use them within my department to learn informally

Future Now

US respondents were more likely to use insights within their department informally (today and in 12 months) and LESS likely to use them in product development and R&D (now)

What does your organization typically do with the insights gathered from its social platform(s)?

1% 4%

32%

63%Very Important

Important

Neither

Unimportant

Very Unimportant

Question: How important do you think social enablement will be to successful companies in the future? Question: How important is it to you that your company be a socially enabled enterprise?

The Majority Of Organizations Strive

To Be A Socially Enabled Enterprise

12

n=839

Importance of Social Enablement Importance For My Company

n=838

Very ImportantImportantNeitherUnimportantVery Unimportant

More Than 50% Of Organizations Report That

They Currently Are Or Will Be A Socially Enabled

Enterprise Within The Next Year

13

n=835

34%

24%

31%

9% 2% 1%

Already Are < 12 months 1 to 2 years 3 to 5 years > 5 years Never

Common characteristics

• Top industries include Education, Retail (wholesale distribution – not computer) and Financial Services

• Primarily large organizations

(50,000 employees or more)

If your company wanted to be a socially enabled enterprise, how long would it take to achieve that goal?

46%

28%

32% 31%

39%

33%

19%

23%

15% 19%

27%

31%

26%

35% 38% 38%

25% 26%

8% 10% 10%

12%

7% 8%

1% 3% 3% 1% 1% 1% 1% 1% 1% 0% 1% 0%

50,000 or more 10,000-49,999 5,000-9,999 1,000-4,999 500-999 100-499

We already are Less than 12 months 1 to 2 years 3 to 5 years More than 5 years Never

Organization size

Nearly Half Of The Organizations With 50,000

Employees Or More Report That They Already Are

A Social Business

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n=835

If your company wanted to be a socially enabled enterprise, How long would it take to achieve that goal?

The Growth In Social Platform Utilization Has Had

A Significant Or Transformational Impact On The

Way 1/3 of Respondents Interact With Customers

15

4%

23%

43%

26%

5%

No Impact Little Impact Moderate Impact Significant Impact Transformational Impact

n=821

Characteristics of organizations experiencing

transformational impact • Smaller sized company from

business services and not for profit

• Larger sized companies from

Computer products, telecom • All sized Manufacturing

How much has the growth of externally facing social platform usage ( e.g Twitter, online

community, Youtube) changed the way your organization interacts with customers?

Agenda:

Study highlights – 20 minutes

Speaker roundtable – 20 minutes

Q&A session – 20 minutes

Panel: Erika Brookes, VP, Product Strategy, Oracle Social, @ebrookes

Don Bulmer, VP Communications Strategy, Shell, @dbulmer

Chris Boudreaux, Global Lead for Social Media Offerings, Accenture, @cboudreaux

Moderator: Vanessa DiMauro, CEO, Leader Networks, @vdimauro

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Pre-register for the research paper & full study report:

http://socialmediatoday.com/socially-enabled-enterprise-whitepaper

Contact Info

• Vanessa DiMauro CEO, Leader Networks +1.617.417.3893 vdimauro@leadernetworks.com

• Susie Penner Oracle +1.650.506.1973 susanne.penner@oracle.com

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