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The Connected Company - Vision or Reality? @ Marketing Week live, London 2013
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1 Speaker: Ulf Sthamer, London, 27th June 2013 The connected company – Vision or Reality? Marketing Week Live 2013
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Is the connected company just a far vision or existing reality? Why is it relevant for Marketing? What challenges are waiting on the way to become a connected company? These questions aren't quite new, neither are the answers. But nowadays the customers act and communicate in different ways than in the past. They want you to solve their problems on every channel you can imagine. You have to shine on every touchpoint and integrate their ideas. To manage and handle all these information it's necessary to be well connected within your company. But not all companies are on the same level yet. There are many ways to become a "Connected Company" but you have to overcome hurdles and master challenges. In the session we had a short view on how a connected company can look like and some factors to succeed.
Transcript of The Connected Company - Vision or Reality? @ Marketing Week live, London 2013
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Speaker: Ulf Sthamer, London, 27th June 2013
The connected company – Vision or Reality?Marketing Week Live 2013
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Who was and is the first mover in your company?
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Social Media responsibility lies mostly with Marketing and communication departments.
69%Public Relations
49%Corporate
Communication
17%IT
14%Legal
26%Advertising
70%Marketing
19%Customer
Service
!15%
Others
Source: http://www.ragan.com/Main/structuringasocialmediateam.aspx
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The original objectives of Social Media communication were supporting Marketing and Sales.
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However, It is hard to engage people and establish a meaningful relationship with customers
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Source: http://www.flickr.com/photos/mediaflex/4628277817/
Because these days customers have a different expectation – They want you to to solve their problems engage using a multitude of channels
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The “new” social Customer is...
impatient.
powerful.
questioning.
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Still necessary For MarKeting…
Awareness
Attitude Change
Conversion
Loyalty
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…But the way to achieve that has changed
pushing your story out
vs.
becoming relevant in customer conversations
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New challenges and roles for Marketing, customer service and other departments.
Innovation & Product Development
Sales
Customer Experience
Engage customers
Finding Experts
Marketeer
Listening & Analytics
Design Channels, Content and Touchpoints
Distribute product information &Increase brand value
Crisis management
Employer branding
Service & Support
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More and more tasks for marketing
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How could You handle that?
http://www.flickr.com/photos/boyarrin/7443298650/
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Imagine…
http://www.flickr.com/photos/boyarrin/7443298650/
14 http://www.flickr.com/photos/sfj/422646240/
Organisations have to be responsive to new trends:e.g. Clothes that change their colour
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No Problem for MarketingThe Command center has seen it coming.
16 http://www.flickr.com/photos/jurvetson/6550941841/
Via social intranet a match is found:R&d already has a project in the same area
17 I GB Communication Services I 27th June 2013http://www.flickr.com/photos/klearchos/4541072707/
Marketing searches for the target group:Finds it using social media monitoring
18 http://www.flickr.com/photos/powerbooktrance/267059283/
Let the beta testing begin:Champions of the brand community are being involved
19 http://www.flickr.com/photos/85677269@N00/5539193968/
Massive testing takes place:with instant feedback in internal sessions and social media
20 http://www.flickr.com/photos/ryanh/4878043598/
But some are not happy:The automation has a few bugs
21 http://www.flickr.com/photos/village9991/7519496646/
searching the intranet an expert was found quickly:Someone already knew how to solve the problem
22 http://www.flickr.com/photos/rezsox/5094947135/
Happy end - the bug was fixed:The product ready to be sold
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Even in this short story A lot of tools were used to help becoming more customer centric…
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Big Picture:The connected company
Company
powered by Enterprise2.0
the social webpowered by people
partners
interact
new business models, services & products
interact
refine web ideas, add own innovation
adapt ideas
listen, feedback,
ideas
communicate,support, sell
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But thats not yet always reality
46% of companies globally planned to increase their investment in social media in 2012.
But only
22% of middle managers felt prepared to properly incorporate social media into their work.
IBM 2012 Social Business Study.
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The connected companyDifferent maturity Levels
Opera
tive
Tact
ical
Str
ate
gic CONNECTED COMPANY
Learning Organisation, Social Business Integration, Sustainable, holistic Social Business Strategy
COORPORATIVE NETWORK
Brand CommunitiesSustainable Social Media
StrategyPROACTIVE USE
Campaigning, value adding by social media, Social Media Policy
COORDINATED ACTIVITIES
Established as organisational unit/roleSingle point of contact for customer
ISLANDS & EXPLORERSUncoordinated Social Media Acitvity of
individuals or departments
BROADCASTOne way communication without considering
customer information needs
NO SOCIAL MEDIA ACTIVITIES
SOCIAL KNOWLEDGE MGT.Digital Workplace, Enterprise 2.0Sustainable Social Intranet StrategySOCIAL COLLABORATIONSingle Point of accessOpen Culture
AD-HOC COLLABORATIONReusability restricted to individual networksNo Social IT Strategy
ISLANDS & SILOSAccess of information is limitedReusability almost impossible
EDITORIAL INTRANETPush CommunicationOne Way communication top down
NO INTRANET
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The way to a Connected CompanyAre all three parts in your company connected?
Technology
OrganisationPeople
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Technology
OrganisationPeople
… and now think about your own company:
Are you social on every level of your company?
Don‘t hesitate to get in touch!
To help you improve one of the three parts:
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SOME OF OUR CUSTOMERS:
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ACTIVE PARTNERSHIPS:
AND MANY MORE …
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OUR AWARDS:
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Thank you!Let‘s start the conversation
Linked-In:
Web:
Blog:
Books:
linkedin.com/in/ulfsthamer
t-systems.co.uk/dbssocialsoftwarematrix.org
besser20.de/englishsocialmediaevolution.de
