social eyes wide open into bad publicity. IBM CIO Club of Excellence Zurich Tue Mar 20, 2012
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1 social eyes wide open into bad publicity. IBM CIO Club of Excellence Zurich Tue Mar 20, 2012 Thomas A. Bryner IBM Executive Social Business and Collaboration Consultant IBM Corporation mab_plc flickr 2011 IBM Corporation Thomas A. Bryner 1
2 amuse bouche Core Themes The Value Link Trends Friending popartichoke flickr 2011 IBM Corporation Thomas A. Bryner 2
3 core themes Social Business Your own business operations. Social Software Addressing Collaboration Productivity Employee retaining Learning Asset Optimization. Addressing Social Media Customer Satisfaction Customer Conversations Reputation / Differentiation Sourcing Sales Revenue IBM Corporation Thomas A. Bryner 3
4 value 2011 IBM Corporation Thomas A. Bryner 4
5 the value link EBITDA margin expansion asset optimization revenue increase productivity propensity transaction collaboration sales marketing 2011 IBM Corporation Thomas A. Bryner 5
6 eti flickr trends 2011 IBM Corporation Thomas A. Bryner 6
7 trends societal perspective Social to hit the mainstream. Social explosion will still continue prior to consolidation. Transactions strongly shift to mobile. Data privacy, anonymity, and profiling become political issues. Hyper digitization will continue to drive data growth and call for strong and integrated analytics. Everything is real-time and always on. Generation 2020 will be first to live hyper-connected life. Geo-targeting and geo-services will become omni-present. Personal cloud. Personalization of the Internet. Digital Divide will become manifest in both the professional and private life IBM Corporation Thomas A. Bryner 7
8 trends business perspective Businesses need to cater the inbound stream. Marketing needs to orchestrate online and offline marketing. Marketing needs become relevant and timely in terms of content, location, channel. Final move from con-sumers to pro-sumers. Building an emotional experience for web transactions. Consumerization will get approval from board-level. Workplace needs to incorporate social to boost collaboration. Collaboration is to become the major performance differentiatior. Social will be seen a major driver to improve EBITDA. Gamification. Leaders need to become more inclusive to deal with work. Big data requires analytics IBM Corporation Thomas A. Bryner 8
9 social kendrick daye flickr 2011 IBM Corporation Thomas A. Bryner 9
10 some social extreme urbanization global standardization silver surfers curation digital shadow relevance and friending 2011 IBM Corporation Thomas A. Bryner 10
11 friending intimate anonymous inner circle your social potential 2011 IBM Corporation Thomas A. Bryner 11
12 social media 2011 IBM Corporation Thomas A. Bryner 12
13 social business 360 social media social software sentiment click rates page views trending topics etc. listen analyse dispatch identify & adjust act BP(M) / Transaction Collaboration (Social) Marketing Strategy work online channels 2011 IBM Corporation Thomas A. Bryner 13
14 channels Facebook Twitter Subject Matter Forums & Blogs e.g. Influencer your connectors and mavens e.g. Brand Advocates your salesmen Media Sharing Sites Business (Social) Networks Consumer Portals / Rating Portals Location Services Q & A Portals IBM Corporation Thomas A. Bryner 14
15 business goals Reputation Marketing Recruiting Customer Relation / Retainment Knowledge Capturing & Sharing Product Ideation & Innovation Viral Marketing Search Engines Optimization Crisis Management & Communications Crowd Sourcing Word of Mouth (World of Mouth) Sales IBM Corporation Thomas A. Bryner 15
16 in sync? Consumers Ranking: The ways they interact with companies via social sites (61%) Discount (55%) Purchase (53%) Reviews and Product Rankings (53%) General Information (52%) Exclusive Information (51%) Learn about New Products (49%) Submit Opinion on Current Products/Services (37%) Customer Service (34%) Event Participation (33%) Feel Connected (30%) Submit Ideas for New Products/Services (22%) Be Part of a Community Businesses Ranking: Why they think consumers interact them via social sites Learn about New Products (73%) General Information (71%) Submit Opinion on Current Products/Services (69%) Exclusive Information (68%) Reviews and Product Rankings (67%) Feel Connected (64%) Customer Service (63%) Submit Ideas for New Products/Services (63%) Be Part of a Community (61%) Event Participation (61%) Purchase (60%) Discount (60%) Source: IBM Institute for Business Value Analysis, CRM 2011; sample size Consumer N=1056; Business Learn N=333, General Info N=336, Submit Opinion N=334, Exclusive Info N=333, Reviews/Rankings N=333, Feel Connected N=331, Customer Service N=331, Submit Ideas N=332, Community N=329, Event N=332, Purchase N=334, Discounts N=331 IBM CRM Study From Social Media to Social CRM What Customers Want 2011 IBM Corporation Thomas A. Bryner 16
17 really? Consumers Ranking: The reasons they interact with companies via social sites (61%) Discount (55%) Purchase (53%) Reviews and Product Rankings (53%) General Information (52%) Exclusive Information (51%) Learn about New Products (49%) Submit Opinion on Current Products/Services (37%) Customer Service (34%) Event Participation (33%) Feel Connected (30%) Submit Ideas for New Products/Services (22%) Be Part of a Community Businesses Ranking: Why they think consumers follow them via social sites Learn about New Products (73%) General Information (71%) Submit Opinion on Current Products/Services (69%) Exclusive Information (68%) Reviews and Product Rankings (67%) Feel Connected (64%) Customer Service (63%) Submit Ideas for New Products/Services (63%) Be Part of a Community (61%) Event Participation (61%) Purchase (60%) Discount (60%) Source: IBM Institute for Business Value Analysis, CRM 2011; sample size Consumer N=1056; Business: Learn N=333, General Info N=336, Submit Opinion N=334, Exclusive Info N=333, Reviews/Rankings N=333, Feel Connected N=331, Customer Service N=331, Submit Ideas N=332, Community N=329, Event N=332, Purchase N=334, Discounts N=331 IBM CRM Study From Social Media to Social CRM What Customers Want 2011 IBM Corporation Thomas A. Bryner 17
18 approach Culture Guidelines Your Tippers Plan (The 4 W of Social) 2011 IBM Corporation Thomas A. Bryner 18
19 offerings Social Business Agenda Workshops Social Business Adoption Workshops Collaboration Strategy Development Workshops 2011 IBM Corporation Thomas A. Bryner 19
20 Thomas A. Bryner Executive Social Business & Collaboration Consultant IBM World-wide Collaboration Tiger Team thank 2011 IBM Corporation Thomas A. Bryner 20
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