Social to Connect: Top 3 CEO Priorities

Transcription

1 How Social Business will Transform your Organisation Stuart McRae Executive Collaboration & Social Business Evangelist IBM Collaboration Solutions ibm.co/smcrae IBM Corporation IBM Corporation

2 The Internet & e-business transformed the way we conduct business Now it is changing again We are entering the Post-PC era with Apple expecting to sell 100M ipads in 2013 and usage shifting from creation at desks to consumption on the move 30 billion pieces of content are shared on Facebook each month More companies NOW use social internally than externally 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 Business leaders recognise importance of leading through connections Percent of CEOs using Social to Connect with Customers Primary Channel for Engaging Customers within 5 Years Top 3 CEO Priorities: Empowering employees through value Engaging customers and individuals Amplifying innovation with partnerships Source: 2012 IBM CEO Study Leading Through Connections

4 Social Business is driven by four linked, disruptive megatrends Social (which staff use every day on the Internet) Analytics Employees Customers Partners (processing unstructured data to provide context) Mobile (primary access to Social & dependent on Cloud) Cloud (especially for collaboration with other companies) IBM Corporation

5 There are two sides to a social business strategy Activate the Workforce Improve productivity and unleash innovation Create a Smarter Workforce Create Exceptional Customer Experiences Delight Customers Increase loyalty, advocacy, and revenue IBM Corporation

6 Social Business isn't just a Marketing thing

7 Value comes from using social business to improve your business processes Focus on where you can create business value A Smarter Workforce is only useful if it serves your customers better increases your sales increases your margins optimises your business processes reduces your operating costs differentiates you from your competition delivers shareholder value empowers employees to deliver better business outcomes

8 Social business is a cross-organisational imperative driven by Line of Business Product Development Customer Service Can achieve 5% reduction in customer defection rate increasing profits by up to 68% (2) Can develop and bring new products to market in 1/3 time (3) Sales Can increase sales manager revenue by 40% and improve efficiency by up to 50% (1) 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

9 Social businesses manage their systems of people as effectively as they manage their business processes Going to meet with ABC Corp's risk management team Last week, I met with Uvw Xyz of ABC Corp about his presentation at the risk management event Role: Advisor Status: Working Expert: Risk CRM Claims Delivery Records Patents & Publications Status: At conference Influencer Clients served Products sold Sales patterns Productivity Engagements worked Team info Work specs Tasks accomplished Productivity Innovation Products Technical leadership Status updates alone on Facebook amount to more than ten times more words than on all blogs worldwide - David Kirkpatrick, The Facebook Effect IBM Research, General Technology Outlook, 2012 Spread knowledge, expertise, ideas from peer to peer across organisational boundaries Source: Gartner Group

10 Example: Market Sentiment Understanding what people are saying about you, and act on it Integrated dashboard to derive actions from insights

11 Example: One View of the Customer An exceptional customer experience is one conversation across multiple channels All customer interactions contribute to the conversation Company Web Site Social Networking: Facebook, Twitter, etc. Capture unstructured data as well as structured Client Rep Internet Forums & Comparison Sites Customer Service One view of the customer Mobile Retailer's web site Customer One Customer Experience Agent

12 Example: Social CRM Focus on People Focus on Data 2011 IBM Corporation

13 Information Overload: We need to change behaviour You will need to know this sometime, so I will send it to you now... and me... and me... and me and... and us... and us too and us too us too too Model IBM Corporation

14 The New Paradigm: Social Knowledge Sharing You will need to know this sometime, so I will send it to you now... and me We We share We share what We share what we share what we know! what we know we know know... and me... and me and... and us... and us too and us too us too too 14 Model It s not information overload. It s filter failure. - Clay Shirky I know I can discover what I need, when I need it Social Media Model 2013 IBM Corporation

15 All Organisations Have Silos IBM Corporation

16 Social Collaboration Empowers Employees to Work Across Them IBM Corporation

17 Move from closed to open conversations to share knowledge Access expertise and ideas while making it easier to reuse content & experiences Conversations aren't just about status updates but also comments on content, etc. Follow any person or content you are interested in

18 But respond to the need for confidentiality and access control Open sharing within controlled groups, with moderation & compliance controls available Only available to Community Members

19 With an aggregated Activity Stream for each user Keeping them informed what is going across all their Networks & Communities Open standards (OpenSocial) facilitate the aggregation of business events into the Activity Stream No Silos: include multiple internal & external information sources

20 Attention Management: Embedded, Pervasive Experiences Keeping the User Focussed Read, act on your Activity Stream Repost, Recommend, Comment,... Without switching context - avoid distractions Keep users focused on the work at hand Reduce switching among applications Standards Based (OpenSocial) Allow business applications to push Activity Stream updates Enable workflow actions in context

21 Attention Management: Social Mail Avoid the distraction of the Inbox Lightweight, social messaging Simple, elegant web mail & calendar Available wherever you browse Avoid the distraction of your inbox Keep users focused on the work at hand Reduce switching among applications Help users move to more appropriate tools Read, Search, Compose, Act in context...

22 IBM Confidential Attention Management: and bring social media into the client A simplified, modern, integrated social user experience Access to existing business applications through web and social interfaces Mobilise access with comprehensive device and platform support Easy to integrate, develop and deploy business applications

23 Attention Management: accessible directly from where users work Increase adoption by keeping the user in their familiar desktop environment 2013 IBM Corporation

24 Attention Management: mobile access to better use travel time Anytime, anywhere, on any device Either via a Mobile Browser or a Mobile App. from any Smartphone or Tablet platform IBM Corporation

25 Finding the people with the expertise to help through context People Tags identify subject matter experts and help people with Questions find people with the Answers Business Cards link from Content to the Experts on it Who do they Communicate with a lot? Who is in the same Communities? Who is involved with the same Activities? Who Blogs about the same sort of thing? Who Tags their Files with the same topics? Who Bookmarks the same sites? 2013 IBM Corporation

26 Building communities to wrap expertise around knowledge & processes Communities connect users with COMMON INTERESTS across the organisation and put the CONTENT they share into the CONTEXT of the EXPERTS who can help you to use it AGGREGATE different people, content, discussions and activities into one CONTEXT where users can easily find it...providing ACCESS CONTROL and MODERATION 2013 IBM Corporation

27 Discover knowledge across all available content (including external content that others found useful and tagged) Content Tags (and Social Bookmarks) let you share ideas & content across organisational boundaries and find content beyond the firewall while also connecting you to people with similar interests or problems Discover Content in the Context of the People who can help you to use it 2013 IBM Corporation

28 Social file sharing crosses silos while preserving access control More than just a document library: adds context for credibility & discoverability What do others think of it? Who else understands it? Have they improved it? Recommendations, Downloads, Comments, Versions, Sharing, Folders, Authors, Tags Not just Share with, but also Share on, and Share within a Community

29 Social collaboration around rich document types Documents, spreadsheets, presentations not just wikis, blogs, files & activities Web-based collaborative editors for creating, sharing and collaboratively authoring word processor documents, spreadsheets and presentations create major new opportunities for better collaboration More than document editing through a browser: Real-time co-editing Author presence awareness Commenting & discussions Live sections Revision management Assignment & notifications Task management Attention management Mobile client with offline editing 2013 IBM Corporation

30 Crowdsourcing innovation Not just brainstorming ideas but putting them into action Brainstorm Comment Vote Evaluate Graduate Action Social should be more than just a talking shop 30

31 Capture process knowledge into activity templates Increase productivity by permeating best practices through the organisation Example: More effective meetings 31 Making Social Collaboration more than just a talking shop Getting things done in a social way Create ad hoc activities for all your tasks & share them with others involved Assign To Do items to yourself & others and track their process Aggregate your To Do list & Recent Updates across all your tasks Collect notes, links, documents for a task in one place to access & share

32 Social Analytics enable recommendations Bring things people should know to their attention, based on their networks & content

33 Advanced Social Analytics reveal who is discussing what with who Across , instant messaging, social media, etc... Social Network Analysis of all social collaboration at IBM for keyword microfinance (July 2008) Social Network Analysis of all social collaboration at IBM for keyword microfinance (January 2009) 33

34 Use internal social collaboration to manage external conversations populate your web site with Moderated Content from INTERNAL COMMUNITIES...while Customer Content is discussed safely behind the firewall IBM Corporation

35 Mobile is critical - and is challenging traditional models Source: LinkedIn Profile Mobile moves relationships from Proximity to Affinity. Bring Your Own Device changes the relationship between users and applications.

36 A Social Business Platform is about more than Social Applications It's all about integration of existing Collaboration, Web Sites, Content Repositories, etc. Mobile Browser Social Collaboration Layer (Social Intranet) Desktop Business Apps Profiles Wikis Blogs Media Activities Search Unified Comms ERP, Presence, BPM, IM, Web Audio, Apps, Video, Public Workflow, Team Ideation Meetings, Internet etc. Spaces Community ECM WCM Telephony IBM Corporation

37 Cemex redefined their product development process with a voice in innovation through a new collaborative initiative called Shift Creating a smarter workforce 1/3 Reduction time of new product development A social business transforms product and service innovation through global collaboration

38 TD Bank Group impoved its internal teaming and its customer service across geographic & organizational barriers, by integrating social business solutions into their operations processes Creating a smarter workforce Improved customer service and employee communication Reduced by up to 25%, shortened on-boarding time by 50%, eliminated unnecessary travel and meetings expenses, and created new channels for engaging customers. TD Bank is committed to weaving social networking into everything we do and how we do it. Wendy Arnott, Vice President of Social Media and Digital Communications, TD Bank Group

39 ROI in Action at Lowes 39

40 Children's Hospital, Boston Video access to content and a community of experts in pediatrics Masters site Run by IBM Videos HD / Avatars / Content / Analytics Learning powerful Teaming Skills, different locations, generating hypothesis Distributed Solution Runs from USB Drive Cloud Based Updates Social Network Dr J. Burns, Children's Hospital Boston

41 IBM's journey to transform itself into a Social Business Organize Key Content Broadcast Information Find Information Find Experts Share Knowledge Ask and Answer Questions IBM Internal Social Business Story 1997: Recommends that its employees get out onto the Internet at a time when many companies were seeking to restrict their employees Internet access 2005: Makes a strategic decision to encourage IBMers to participate in the blogosphere 2007: Launches Connections, its own enterprise social networking platform 2008: Introduces social computing guidelines to encompass virtual worlds & sharing of rich media 2009: Opens IBM Center for Social Software to help IBM s global network of researchers collaborate with corporate residents, university students and faculty IBM Employee Social Media Usage 75% IBMers use w3 (IBM intranet) every day 1m daily page views of internal wikis 17,000 individual blogs 198,000 IBMers on Facebook 25,000 tweeters 300,000 LinkedIn (most in world) 15m downloads of employee-made podcasts 380k sametime users 400,000 employee profiles on IBM Connections, IBM s social networking initiative allowing employees to share status updates, collaborate on wikis, blogs and activities, share files. IBM now advise their clients from a having been there / having done it perspective IBM Corporation

42 IBM is recognised as the industry leader in Social Business Access Layer Solutions IBM Intranet Experience Suite IBM Customer Experience Suite IBM Connections Suite IBM Platform for Social Business IBM Social Analytics IBM Social Content Management IBM WebSphere Portal family Industry Leader in Social Software Platforms, IBM Connections ranked #1 by IDC for three years running and more than twice the size of the nearest competitor 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, with IBM WebSphere Portal 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 with IBM SmartCloud for Social Business according to Forrester Wave in 2012 Deployment Choice: Software as a Service Hosted Private Cloud On Premises Hybrid Integration Process Integration Governance Security Lifecycle Management

43 Social businesses need to drive adoption to achieve business value Social Business Strategy Adoption Plan

44 For More Information Evolution of the Social Business (Business Computing World) 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 Social Media and Business Process Management IBM Social Business Insights Blog IBM's Social Computing Guidelines IBM's Own Social Business Transformation Story (by IDC) 44

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