Catching the Wave_Trends and Strategies for Social and Mobile_Sandy Carter_Symp13

© 2013 IBM Corporation

Catching the Wave:

Trends & Strategies for Social & Mobile

Sandy Carter

Vice President, Social Business Evangelism

IBM Corporation

© 2013 IBM Corporation2

What is a Social Business?Engaging, Transparent, and Nimble

1. Business and Web 2.0: An interactive feature, McKinsey Quarterly, 2013; 2. Harvard Business Review Analytics Services; 3. Conspire, Mobile Millennials Want Consumer

Tech at Work, and They Want It Now, March 2013, https://ibm.biz/BdxeFL; 4. IBM® 2012 Social Business Study

ROI is REAL!McKinsey Highlights! 1

↑↑↑↑ marketing effectiveness 20%

↑↑↑↑ sales revenue 15%

↑↑↑↑ customer sat 20%

Social by the Numbers

79% using 2

45% take lower pay 3

73% CEOs #1 Customer Engagement 4


Consider this new world:

• A police department reduces the incidence of rape – by moving pay

phones inside of convenience stores

• A Mexican cement maker launches its first global product in record

time – not by building a new factory, but by building a social network.

• A U.S. Presidential campaign doesn’t rely on opinion polling – and

yet predicts the final vote in a key swing state within 0.2 percent.


The New World Sees Convergence!

Analytics

Big DataSocial

Business

Business

Process


Value will be created not for “market segments”or demographics, but for individuals4

Results require leadership1

5The power of social sharing information: Expertise and Trust

3Innovation is becoming part of Corporate Culture: Predictive Capabilities & Ideation

Social Networks are the new production line2

5 Ways Convergence Matters to Your Company


5 The power of social sharing information: Expertise and Trust

From Memorizing to Finding Trusted Sources


5 Trust = reactions; not followers

Courtesy of DeepMile Corporation


5 Social Network Analysis visualizes based on interactionsH

Hidentifying experts and relationships


Favorite the expert

5 Discovering Expertise: The ROI of an Answer

Home pageHome pageProfileProfileMessaging

work:

mobile:

message:

(212) 555-2633

(212) 555-4860

(212) 555-7512

[email protected]:


4 Value will be created not for “marketsegments” or demographics, but for individuals


4 Targeting individuals through analytics dramatically increases customer satisfaction

Personalized based on analytics

Customer able to access service experts

Customer satisfaction increased from

#5 to #1*

*Forrester Public Bank Rankings


4To Ensure Individual Needs are met, Big Data enables you to Optimize and Engage on an Individual Basis


4 Analytics Helps You Understand & Anticipate; Giving You the Conviction to Act

Social Hanger


3 Innovation is becoming part of Corporate Culture: Predictive Capabilities & Ideation


3 Ideation: Using the power of the crowd


3 Innovation is now part of Corporate Culture

Networks aligned to Innovation Initiatives

New global

brand in one-third of the time


Social networks are the new production line2

Recruiting

Marketing

Product Development

NewOld

Customer Service

• 'Push' marketing

• Market Segmentation

• Brand advocates

• Segments of one

• Invest R&D

• Ideas from inside

• Crowdsource

• Predictive markets

• Paper resume

• Executive search

• Social reputation & influence

• LinkedIn

• Call center

• Online self-service

• Twitter & other social channels

• Customer communities

Production Line Means Embed in Process


2Embed social into core work process to drive efficiency and increase engagement

228K employees Leverage Social:

Inclusive on Business Value


2 Engage with Mobile and Gaming

Comprehensive

Analysis

Sentiment

Evolving

Topics

Affinity

Analytics

Seton Hall

Source: http://www.shu.edu/offices/loader.cfm?csModule=security/getfile&pageid=156753

25% increase in tuition deposits 13% Increase in enrollment


Results require leadership11. Transparent

2. Non believer in silos

3. Authentic

4. Likeable

5. Collaborative

6. Comfortable with fast decision making

7. Explorer of new tools

8. Active in internal & external networking

9. Actively looks for new ideas from employees and clients

10. Passionate about engagement & dialogue Servant Leader

Top 10 Attributes of a Social Leader


Culture AssessmentCultural Theme Culture Questions

C = Current D = Desired

1 2 3 4 5

Boundaries Isolated functions Cross functional cooperation

Teaming Individual competitive Team oriented

Learning Slow adopting new skills Continuous Learning Culture

Management Style Controlling Delegating

Vertical Comms Bureaucratic, formal channels Free communication up the org

Open Comms Guarded Communication Open Communication

Initiative Follow specific instructions Take initiative

Risk Tolerance Punish mistakes Learn from mistakes

Pace Slow, cautious pace Fast pace

Rules / Process Keep to rules Ignore rules

Hierarchy Many organizational layers Few organizational layers

1 A leader drives Culture


Leaders set Strategy with a Social Business Agenda1


Enable the convergence of social with analytics and commerce


Our unparalleled experience provides resources on

how to achieve success

Learn fromCXO Studies

Define Business Value

Establish Strategy

Accelerate Adoption


Follow me @ sandy_carterhttp://twitter.com/sandy_carter

Subscribe to my bloghttp://socialbusinesssandy.com

Available NowISBN-10: 0132618311

ISBN-13: 9780132618311

Catching the Wave_Trends and Strategies for Social and Mobile_Sandy Carter_Symp13

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Transcript of Catching the Wave_Trends and Strategies for Social and Mobile_Sandy Carter_Symp13