Post on 29-Nov-2014
description
LEVERAGING SOCIAL ANALYTICSin a Dynamic Business Landscape
@BrianVellmure http://www.brianvellmure.com
Brian Vellmure Consultant, Analyst, Writer, Speaker, Executive
Social Business CRM Customer Experience, Acquisition, & Retention Future & Innovation
TODAY’S REALITY
WE’RE INCREASINGLY CONNECTED
@BrianVellmure http://www.brianvellmure.com
+4% +58% +4,377% +67%
UNIQUES STATS: ComScore State of the Internet Q1 - 2012
COMMUNICATION IS SPLINTERED ACROSS A GROWING ARRAY OF CHANNELS
@BrianVellmure http://www.brianvellmure.comIMAGE CREDIT: http://yearoftheglitch.tumblr.com/
In Person
Web
Phone
Chat / IM
Social
Presence / UC
Next Gen Channels
HUMANS AND TECHNOLOGY
ON A PATH TOWARDS TIGHTER
INTEGRATION
@BrianVellmure http://www.brianvellmure.comIMAGE CREDIT: FastCoDesign.com - prototype for Google Glass
CHANGE HAPPENING EXPONENTIALLY FASTER
@BrianVellmure http://www.brianvellmure.comIMAGE CREDIT: TIME.com
NEW VALUE CHAINS
NEW FORMS OF COMMERCE
POLITICALREVOLUTIONS
EXPONENTIAL SPREAD OF IDEAS & CAPABILITIES
@BrianVellmure http://www.brianvellmure.comIMAGE SOURCE: URBEINGRECORDEDcom
ORGANIZATIONS ARE UNPREPARED
After 244 yearsEncyclopedia Brittanica going out of print
After 125 years, landlines
surpassed by mobile in 2012
After 305 years, Newspaper Ad Revenue was surpassed by the Internet in 2010
@BrianVellmure http://www.brianvellmure.comIMAGE CREDIT: Leslie Butler, flickr
SPEED OF INNOVATION SURPASSING CAPABILITIES OF TRADITIONAL ORGANIZATIONS
“Competitive Intensity has more than doubled in the last
40 years”
“Brand disloyalty is increasing among consumers, particularly the younger
generation”
@BrianVellmure http://www.brianvellmure.com
“Big companies are losing their leadership position at an
increasing rate”
“Winning companies are barely holding on, while losers experience rapidly deteriorating performance”
“Greater access to information and choices boost consumer power”
Ave. Lifespan of S&P 500 Company
0
20
40
60
80
1937 2002 2012
75 years
25 years
75 years
15 years
@BrianVellmure http://www.brianvellmure.com
FROM DOMINANCE TO IRRELEVANCE
@BrianVellmure http://www.brianvellmure.comIMAGE CREDIT: MySpace info courtesy of Trends.Google.com, stock charts courtesy of Fidelity.com, Logos are property of their respective companies.
IMAGE SOURCE: myconfinedspace.com
How can organizations sustain value creation over time for their customers
in a rapidly evolving landscape?
ARE SOCIAL ANALYTICS THE ANSWER?
No.
SOCIAL HAS ITS LIMITATIONS
@BrianVellmure http://www.brianvellmure.comIMAGE SOURCE: andrewsfightonestepatatime.blogspot.com
A SMALL SUBSET OF INTERACTIONS
HAPPEN ON SOCIAL
CHANNELS
SOCIAL HAS ITS LIMITATIONS
@BrianVellmure http://www.brianvellmure.comIMAGE SOURCE: andrewsfightonestepatatime.blogspot.com
CUSTOMERS OFTEN PREFER
OTHER CHANNELS OF INTERACTION
SOCIAL HAS ITS LIMITATIONS
@BrianVellmure http://www.brianvellmure.comIMAGE SOURCE: andrewsfightonestepatatime.blogspot.com
SOCIAL IS UNSTRUCTURED - YOU DIDN’T GET
TO ASK THE RIGHT QUESTIONS
SOCIAL HAS ITS LIMITATIONS
@BrianVellmure http://www.brianvellmure.comIMAGE SOURCE: andrewsfightonestepatatime.blogspot.com
THERE ARE LIMITS TO THE DEPTH OF
SOCIAL INTERACTIONS
HERE’S HOW SOCIAL ANALYTICS CAN HELP
But...
UNDERSTAND THE PULSE OF THE NETWORK
@BrianVellmure http://www.brianvellmure.comIMAGE SOURCE: andrewsfightonestepatatime.blogspot.com
REACT AND RESPOND TO EXCEPTIONS
@BrianVellmure http://www.brianvellmure.comIMAGE Credit: Jacob Munro
FIND PATTERNS AND GENERATE INSIGHTS
@BrianVellmure http://www.brianvellmure.comIMAGE Source http://blogs.law.harvard.edu/metaxas/category/social-media/
MAXIMIZE RETURN THROUGH INTEGRATING SOCIAL ANALYTICS
DON’T CREATE YET ANOTHER
DATA SILO
@BrianVellmure http://www.brianvellmure.comIMAGE Source: http://www.martialartsbusinesssystems.com
CREATE A MORE COMPLETE CUSTOMER VIEW
@BrianVellmure http://www.brianvellmure.com
Customer Communities Private Networks
ENHANCE CUSTOMER EXPERIENCE ACROSS CHANNELS
@BrianVellmure http://www.brianvellmure.comIMAGE Source: http://www.surfline.com Photo: Tom Cozad
CUSTOMER COMMUNICATIONS AND
ACTIONS AND ARE INTEGRATED.
THE COMPANY’S SHOULD BE TOO.
IMAGE CREDIT: Comdata.it @BrianVellmure http://www.brianvellmure.com
INTEGRATESOCIAL INTO
CROSS CHANNEL
INTERACTIONS
@BrianVellmure http://www.brianvellmure.com
LIVING IN A FAST MOVING TECHNOLOGY ENVIRONMENT
PACE OF CHANGE ACCELERATING
ORGANIZATIONS ARE UNPREPARED
FASTER BUSINESS CYCLES - SIGNIFICANT DISRUPTION
SOCIAL ANALYTICS CAN HELP ORGANIZATIONS:- UNDERSTAND THE PULSE OF THE NETWORK- RESPOND TO EXCEPTIONS- FIND PATTERNS AND GENERATE INSIGHTS
DON’T CREATE ANOTHER INFORMATION SILO
MERGE SOCIAL DATA WITH OTHER DATA FOR DEEPER UNDERSTANDING
INTEGRATE SOCIAL WITH OTHER CHANNELS FOR A UNIFIED
CROSS-CHANNEL EXPERIENCE
SUMMARY
@BrianVellmure http://www.brianvellmure.com
THANK YOU.Let’s continue the dialogue.
@BrianVellmure
http://www.brianvellmure.com
brian@brianvellmure.com