Enterprise 3.0: How Digital Technology Drives Social Business

Transcription

1 Brandi Boatner, Digital Experience Manager June 27, 2013 Enterprise 3.0: How Digital Technology Drives Social Business

2 2

3 3

4 Introduction Enterprise 3.0 focuses on the opportunties social business offers and how organizations can turn them into reality Social business Create valued customer experiences Drive workforce productivity and effectiveness Accelerate innovation 4 Engage and listen Build the community Shift towards sales and service Measure results Source: Institute for Business Value Increase knowledge transparency and velocity Find and build expertise Leverage capabilities beyond organizational boundaries Enable the social organization Address risk Capture new ideas from anyone Use internal communities to innovate Enable structured innovation efforts Manage the change

5 Create valued customer experiences > Shift towards sales and support Organizations are moving beyond promotion towards driving sales and support, raising some critical questions Uses of social business 1 Critical questions to integrate social across the customer value chain Promote events/ marketing campaigns Generate sales leads and revenue Provide product and services support Sell products directly to customers Today 71% 83% 51% 74% 46% 69% 35% 61% Next two years To what extent do your customers receive a similar social experience across different channels? How do different functions develop a common view about managing the customer throughout the product lifecycle? What kinds of information are being captured across functions regarding customers social activities and preferences? How effective are your metrics in evaluating the impact of social investments across functional boundaries? Source: Institute for Business Value; Business of Social Business Study, 1 Based on responses from individuals having personal experience with customer-related social business activities (n = 599) 5

6 Create valued customer experiences Create valued customer experiences What is happening Organizations are listening to, and engaging with, customers at a deeper level to create valued experiences Customer communities are increasingly playing an important role in how organizations interact with their customers In addition to traditional promotion and brand management efforts, organizations will be increasingly using social approaches to drive sales and service What leading companies do Develop approaches for capturing, interpreting and acting on what customers are saying Develop community management skills and processes that build customer loyalty and co-opt customers as strategic allies Provide consistent, reinforcing experiences across multiple customer touch points Source: Institute for Business Value 6

7 7

8 8

9 Sell Market Source Embed social business Into the organization Analytics can integrate social and traditional data to develop insights that can lead to better customer decisions Data sources Customer analytics Decisions What do I offer? When? To whom? SentimentAnalytics What should I invest in? Sell thru data Financial data Competitive data CRM data Marketing campaign data Micro segment and response prediction Marketing campaign optimization Scenario analysis How do I identify and become more intimate with audience segments? How do I get a better ROI from my marketing investments? How can I better forecast demand in different markets and channels? How do I apply promotional tactics to optimize revenue? Source: IBM Global Business Services 9

10 Create valued customer experiences American Express has developed unique approaches to establishing communities, engaging customers, and driving social commerce 10 In 2007, established OPEN Forum.com, which allows small-business owners to share ideas and connect them to insights, advice, and tools needed to manage and grow their companies In 2009 established two primary Twitter to answer customer service inquiries with a team of customer care to engage card members in American Express news, offers and experiences In , launched industry-first technology that enables Cardmembers to sync their cards with Facebook, Foursquare and Twitter and get access to special offers, content and experiences from top brands Source: IBV Interviews; Piskorski, Mikolaj and David Chen, Social Strategy at American Express; Harvard Business School case , April 12, 2012;

11 11

12 Create valued customer experience Create valued customer experiences Actions to move forward Basics Leading Edge Future State Engage with individuals and groups Develop organizationwide, cross-functional approach to listening and responding to customers Integrate insights from customer conversations with purchase and usage data to innovate and personalize offerings Design customized storefronts that are aggregated from different retailers using social information Build communities Pay attention to existing customer communities sponsored by outsiders Initiate, host and nurture customer communities to build engagement and learn from customers Incorporate communities into core organizational processes e.g., sales, support, product innovation Shift towards sales and service Identify the areas of the value chain where customers are looking to interact via social channels Develop a social media strategy that integrates relevant components of marketing, sales and service Fuse the external company brand with the internal corporate culture to create a consistent customer experience at all touch points Source: Institute for Business Value 12

13 IBM Presentation Template Full Version Contact & Questions Questions? Follow me on Follow me on LinkedIn Source: If applicable, describe source origin 13