Charting the social universe: Social ambitions drive business impact

© 2014 IBM Corporation

September 2014

Charting the social universe Social ambitions drive business impact


Enterprises are rapidly adopting social capabilities to accomplish their business goals

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In the past two years, social deployment has more than doubled:

And organizations are achieving a wide range of objectives from social:

Adoption Outcomes

Enhanced collaboration

Accelerated innovation

Expanded into new markets

72%

64%

67%

Outcomes % of leading orgs* achieving

Source: IBM Center for Applied Insights Raising the game: The IBM Business Tech Trends Study | For more info, visit: www.ibm.com/ibmcai/biztechtrends

* Leading organizations or “Pacesetters”, defined in the 2014 Business Tech Trends Study; view transformational technologies (e.g., Mobile Computing, Cloud Computing, Big Data & Analytics, and Social Business) as critical to their organization's business success, and they are outpacing competitors in adopting

http://www.ibm.com/ibmcai/biztechtrends


74% of respondents define a "social" business as one that uses social technology to foster collaboration among customers, employees and partners.

Only 20% believe their organization is currently acting truly "social".

But many don’t know where to start or how to advance their goals

3 Source: IBM Center for Applied Insights Charting the social universe: Social ambitions drive business impact For more info, visit: ibm.com/ibmcai/socialstudy

21% C-level LOB

9% VP, Director, Manager LOB

44% VP, Director,

Manager IT

26% C-level IT

Distribution by role1

(spanning 5 countries and 18 industries)

To understand how enterprises are deploying social, we surveyed 372 IT and business decision makers

http://www.ibm.com/ibmcai/socialstudy

© 2014 IBM Corporation 4 © 2014 IBM Corporation Source: IBM Center for Applied Insights Charting the social universe: Social ambitions drive business impact For more info, visit: ibm.com/ibmcai/socialstudy


© 2014 IBM Corporation 5 © 2014 IBM Corporation

Social Ambitions

Source: IBM Center for Applied Insights Charting the social universe: Social ambitions drive business impact For more info, visit: ibm.com/ibmcai/socialstudy



18% 72% 8% 3% No way of assessing Failed Met Surpassed

Increase employee productivity

Increase customer loyalty and advocacy

For many organizations, collaboration is the social entry point – and frequently these capabilities are deployed via mobile

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• Employee engagement/ satisfaction surveys

• Customer retention/ opt-out rates

• Customer engagement (comments, likes, posts, repeat access)

Decide: CEO

Fund: IT

Use: Marketing/IT

Assess: CMO/IT

• Collaborative applications

• Enterprise social networks

• Social media marketing

• Start with collaboration: it’s the most commonly deployed ambition

• Deploy via cloud to scale capabilities

• Make these apps more accessible via mobile





Optimize workforce talent

For equipping the workforce, social capabilities, such as recruiting, often include heavy involvement from the CHRO

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• Employee usage, feedback

• Workforce performance

Decide: CEO

Fund: IT/HR

Use: HR

Assess: CIO/HR

• Security intelligence

• Workforce training

• Recruiting

• Policy communication

• Make social a key component of your recruiting strategy

• Drive employee adoption of these social apps through training


No way of assessing Failed Met Surpassed

11% 80% 7% 2%



Increase customer loyalty and advocacy

Increase sales

Organizations are working to understand and engage customers, but most are not yet using that data to influence key engagement decisions

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• Customer satisfaction, retention, conversion, yield, win/loss rates

• Sales volume

• Share of wallet

Decide: CEO

Fund: Marketing

Use: Marketing

Assess: CMO

• Customer analytics

• Customer support

• Social CRM

• Social analytics

• Harness social data to influence marketing decisions

• Create a formal customer engagement strategy – it’s essential

• Communicate benefits of social by disseminating successful use cases



24% 69% 5% 2%



Optimize workforce talent


When it comes to communities, expertise location and crowdsourcing, organizations often rely on employee evangelists to help spread the word

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• Employee participation rates

• Innovation metrics (number of new ideas, enhancement of processes)

• Skills training test scores

Decide: CEO

Fund: IT

Use: HR

Assess: CFO

• Onboarding

• Locating experts

• Crowdsourcing/Idea sourcing

• Leverage employee evangelists to develop and maintain communities

• Don’t underestimate the importance of mobile-enabled social apps



19% 77% 2% 2%




Reduce costs Increase sales

The most advanced ambition involves embedding social in business processes such as accounting and the supply chain

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• Business process performance

• Revenue

• Cost reduction

Decide: CEO

Fund: IT/Sales

Use: IT

Assess: CFO

• Workforce analytics

• Sales software

• Supply chain

• Business process management

• Workforce performance

• Plan ahead – this is the most challenging ambition

• Embed social ways of working into business applications



20% 76% 5%



© 2014 IBM Corporation 11 © 2014 IBM Corporation Source: IBM Center for Applied Insights Charting the social universe: Social ambitions drive business impact For more info, visit: ibm.com/ibmcai/socialstudy



© 2014 IBM Corporation 12

Pursue an enterprise-wide social strategy Although only 8% of respondents have one, they know it’s important; 45% plan to have one in the next 2-3 years

What are your most pressing organizational issues or pain points? What’s your biggest social ambition?

Create a deployment plan that drives continuous adoption A top two concern across Ambitions was that the capabilities won’t be used enough

Engage leaders across the business Each Ambition had a variety of leaders making decisions, funding, using, and measuring effectiveness (e.g., CEO, CIO, CFO, Marketing, HR, Sales)

How will you get line-of-business and IT executives working together? How will you create a network of social leaders and proponents?

Prove value through metrics Uncertain ROI is a top two concern across Ambitions, yet few (34%) have established formal metrics

What metrics will you use to track your progress? Which decisions will these metrics affect?

How will you encourage people to use the social technologies you deploy? What design features will you build into them, and how will you manage the rollout? How will you identify employee evangelists who can show others the way?


Lessons from the front lines



To learn more about the study, please visit

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ibm.com/ibmcai/socialstudy (Short URL): ibm.biz/SocStudy

Source: IBM Center for Applied Insights Charting the social universe: Social ambitions drive business impact For more info, visit: ibm.com/ibmcai/socialstudy © 2014 IBM Corporation


http://www.ibm.biz/SocStudy


© 2014 IBM Corporation 14

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Notes and sources 1 “Frontier Medical Group works smarter with IBM social software.” IBM. May 2013. ftp://public.dhe.ibm.com/software/uk/pdf/swd00/Frontier_Medical_Group_works_smarter_with_IBM_Social_Software.PDF 2 “AMD: Social learning speeds up sales process.” IBM. January 2014. http://public.dhe.ibm.com/common/ssi/ecm/en/loc14349usen/LOC14349USEN.PDF 3 Sky Italia Video. IBM. February 21, 2014. http://www-03.ibm.com/software/businesscasestudies/us/en/corp?synkey=W604384Q48692R30 4 “Boston Children’s Hospital and IBM harness social education.” IBM. December 2013. http://public.dhe.ibm.com/common/ssi/ecm/en/loc14373usen/LOC14373USEN.PDF 5 “IBM Teams with Eurobank to Deliver First-Ever Cloud-Based Digital Experience for International Trade.” IBM. December 19, 2013. http://www-03.ibm.com/press/us/en/pressrelease/42792.wss




Charting the social universe: Social ambitions drive business impact

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