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The Social Business AGENDA: The Social Business AGENDA:

Tackling the top 2011 Trends for Competitiveness

© 2011 Marketo, Inc.

The Social Business AGENDA: Tackling the top 2011 Trends for

Sandy Carter | VP, Social Business

g pCompetitiveness

y | ,Evangelist | IBM Corporation@sandy_carter

#Marketo

What is Social Business?

Use of collaboration/social

EngagingUse of collaboration/social

networking to enable global teamsTo work more effectively

Outperformers

TransparentOutperformers

57%MOREUnderperformers

44%

Nimble28%

Source: IBM CIO Study, 2010

N t O t f d i d f l i f th d l th t (CAGR) fNote: Outperformers are derived from an analysis of the compound annual growth rate (CAGR) for 2003-2008 EBITDA within industries. Outperformers represent companies above the median: n=203

#MarketoSource: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter, ISBN: 0132618311, Copyright © 2011, IBM Press

The Modern Network Economy:Social BusinessesSocial Businesses

“magic”magic(innovation)

happens herehere

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Align Organizational Goals & Culture

Gain “Friends” Through Social Trust

Engage Through Experiences

Network Your Business Processes

Design for Reputation and Risk ManagementDesign for Reputation and Risk Management

Analyze Your Data

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Analyze Your Data

Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press

Impacts of different cultures, goals, …

Smartphone ProviderBank Servicer

Customers ChannelsBank

Channels

CompanyCompany

Bank’s Customers

Investors PartnersInvestors Partners

Goals:Help our banks “Act Big”

P id i l l ti t t

Goals:Create innovative new products

C t k t

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Provide single solution to customers Create markets

Align Organizational Goals and Culture

IBM Case Spring

Social Computing Guidelines:IBM CaseStudy:

Spring 2005 May

2008

Empower everyone to participateEmployees = brand ambassadorsDigital Council

AlignCorporate Digital Council

Build a culture for participation starting inside first

Corporate Culture

starting inside first

Experiment. A lot.Gaming. Jams.

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Gaming. Jams.

Friends and Social Trust

Desire what Mutual WhatHonestyis best for

the otherunderstanding

and compassion

is a ‘friend’?

Common interests, financial exchange, dislikes, relationships of beliefs, knowledge or prestige

Built Over Time

Social

Care and Commitment

By Transparent, Open CommunicationSocial Trust

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Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press

Gain Trust: Richard Scott Salon

• Aggressively services through Facebook, LinkedIn, Twitter, Foursquare

• Comprehensive integrated marketing to embed trust at

l levery level

• No print ad for 1.5 years; p y ;tremendous growth in new clients

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Engaging Franchisees

Weekly online promo and ad updates are delivered to franchisees – along with gblogs, tagging, ratings and real-time collaboration.

Social business ensures an engaged and enthusiasticengaged and enthusiastic franchisees and a consistent shopping experience at all 120 locations.

Secure document updates support the 30-day low-price guarantee and the 30-day

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guarantee and the 30 day satisfaction guarantee.

Engage: Volvo Virtual Gifting

5.3 million Volvo-branded checkins

1.3 million Volvo-branded virtual goods (including avirtual goods (including a steering wheel, a wheel, the Volvo iron mark, and the S60 vehicle)

20,000 clicks to “See the S60 in Action”S60 in Action

Click-through rate (CTR) of 1 5%

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of 1.5%

Engage: Social Gaming

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Engage: Mobile Crowdsourcing toClean Up Waterways

U iPh

Clean Up Waterways

Use your iPhone –take a picture

U l d t l lUpload: water level, flow rate, trash level

Aggregated data is consolidated and shipped to the water control boards

in the local regions

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Copyright IBM Corporation 2010. All rights reserved. [email protected]

Engage: Building relationshipsdrives business valuedrives business value

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Social Enable Your Marketing

OLD PROCESS: Direct Mail, eMail, Telephone, Advertising, PR, Events

Lead ConversionLead NurtureLead Generation

SOCIAL ENABLED PROCESS: IBM

Add in Social!• WATSON

eBook Twitter,Blogs

ContentActivation

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Blogs Activation

(Social) Network Your Processes: HR Resource Sharing

OLD PROCESS:

HR Resource Sharing

Collaboration Resource Sharing Productivity Future

Planning

Human Resource Process

SOCIAL ENABLED PROCESS: CeMex

BrainstormingBrainstormingnew ideas

Sharing skills

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Sharing skills

Design for Reputation and Risk Management

H l d t

and Risk Management

Have a plan and a teamDevelop a Disaster recovery plan!!!

Be proactive and fast!p

Be transparent with 2 way dialogueDon’t try to manipulate

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Analytics: Gatorade's Command Center

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M f t d it t t h th ti i i t

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Move fast and iterate to reach the tipping pointSource: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press

The World Changes Fast!

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

Subscribe to my bloghttp://socialmediasandy.wordpress.com

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The Social Business AGENDA: T kli h 2011 T d Tackling the top 2011 Trends for Competitiveness

&TWITTER AFTER-PARTY!

Send Sandy Carter a question on Twitter. Include

#Marketo @sandy_carter

#Marketo in your tweet.

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