Post on 06-May-2015
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1© 2014 socialadoption.com
From Social Media to Social Business
Peter H. Reiser – Social Business Geekpeter.reiser@socialadoption.com
2© 2014 socialadoption.com
Twitter @peterreiser
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The Customer Experience Lifecycle
PURCHASE RECOMMEND
MAINTAIN
RESEARCH NEED RECEIVE USE
1
2
3
4
5
6
7
8
SELECT BUY OWNSupport & ServeMarket & Sell
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WEB
CONTACTCENTER
IN-STORE
CATALOG
MOBILE
SOCIAL
NEED /RESEARCH
SELECT PURCHASEMAINTAIN /
RECOMMENDRECEIVE /
USE
A complex customer journeyCUSTOMERS DEMAND A BETTER EXPERIENCE
Read Reviews
Comparison Site
Web Search
Ask Facebook FriendsFor Recommendations
Visit Branch Office
Chat
Email Order Confirm w/Rec
Pickup Local Store
Tweet AboutPurchase Experience
Ask for Help onCommunity Chat Room
Product Info
Order Online
Kiosk
Change Order
Select Product
BrowseCatalog
Order Online
Call for Info about Add-on Accessories
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let’s do a reality check
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Enterprise Social Landscape
ProductDevelopment
Marketing HR IT CustomerService
IDEAStorm Monitoring Recruitment Collaboration CommunitiesSocial Tools Silos
Social Graph Silos
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Source: http://www.global-integration.com/resources/cartoons
Community
Manager
I need a urgent response for a customer complaint via Twitter ....
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The Novelty Is Over
Source: http://www.edelmandigital.com/2012/03/05/weaving-social-layer-across-your-organization/
Social Media Social Business
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Social Business Strategy
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Social Business Strategy Socially enable your Processes to make your Business more effective and efficient
Interact Collaborate Work
Social EmployeeSocial Customer
Sales MarketingService
1. Integrate Social into YOUR Business Processes
2. Social Insight – What’s In It F
or the Business (W
IIFB)
3. Social Adoption – What’s In It For M
e (WIIFM)
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Social – Tools – Graph - Adoption
Integrate Social into your Business Processes
BID Mngt.ProductCreation Market Sell Deliver Support
Business Applications
IDEA Storm Social Monitoring
Social Discovery Social Collaboration Communities
Social Insight
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The untapped Power of Social Insight
Customers
“Why should I pay a checking fee if other banks don’t charge
one?”
Workforce
“Wow – our Social CRM found the right
internal expert with one click ...”
Competition The Public
“Service of my Bank xYZ is ridiculous .. need to switch .. ”
“RT @finwiz Barclaycard Ring Fees: Want to get rid of the 1% Foreign
Country Fee?
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Social Media Objective & KPI’s
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Social Media Metrics
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Open Source SNA Tools
Examples • Node XL (SNA integrated into Excel)
– http://nodexl.codeplex.com/
• Gephi (visualization and basic network metrics) – http://gephi.org/
• NetLogo (modeling network dynamics)– http://ccl.northwestern.edu/netlogo
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Social ROI (WIIFB)
BID Mngt.ProductCreation Market Sell Deliver Support
Enterprise Social Collaboration - secure – scalable – compliant Social - Capabilities – Graph - Adoption
Business Applications metricsmetricsmetrics metrics metrics
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Innovation Management
BID Mngt.ProductCreation Market Sell Deliver Support
Enterprise Social Collaboration - secure – scalable – compliant Social - Capabilities – Graph - Adoption
metricsmetricsmetrics metrics metricsBusiness Applications 900 customer ideas
IDEAStorm
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Source: http://www.lithium.com/pdfs/books/lithium-success-book.pdf
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Business Applications
Social Publishing
BID Mngt.ProductCreation Market Sell Deliver Support
Enterprise Social Collaboration - secure – scalable – compliant Social - Capabilities – Graph - Adoption
metricsmetricsmetrics metrics metrics25% increase in
customer retention
Social Marketing
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barclaycard Ring
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Business Applications
Sales & DeliverySocial Re-Use versus Win/Loss Rate and Project Margin
BID Mngt.ProductCreation Market Sell Deliver Support
Enterprise Social Collaboration - secure – scalable – compliant Social - Capabilities – Graph - Adoption
metricsmetricsmetrics metrics metrics14% higher Win Rate 20% higher Margin
Social Selling Social Collaboration
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CRM + Communities
Recommendations based on in context CRM and Social Insight
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ROI on Social Collaboration (Sun Microsystems)
ROI Calculation
Revenue : 11,000 Millions
80% of projects in AIM KMS: 8,800 Millions
14 % average Re-Use: 1,320 Millions
Average win rate improvement : 10 %
Source: http://socialadoption.com/2011/12/12/social-roi-and-social-value-models/
132 Millio
ns incremental
revenue
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Business Applications
Customer Service Community Driven Support
BID Mngt.ProductCreation Market Sell Deliver Support
Enterprise Social Collaboration - secure – scalable – compliant Social - Capabilities – Graph - Adoption
metricsmetricsmetrics metrics metrics100% Community
answered
Social Customer Support
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Source: http://www.lithium.com/pdfs/books/lithium-success-book.pdf
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ok – and how to drive Social Adoption ?
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Social Adoption
+ = WIIFM
Source: http://socialadoption.com/2008/09/16/community-equity-a-way-to-measure-social-capital-for-an-enterprise/
(Measuring) Social Capital
Maslow
Social Value Model
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Understand your Communities
Sales Team Tech Team
Next Fiscal year - you can choose between:
5% more salary or
work on a cool project
Source: http://socialadoption.com/2011/12/12/social-roi-and-social-value-models/
“Culture Eats Strategy For Breakfast”
Peter Drucker
source:http://www.relationaldynamicsinstitute.com/?p=48
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1. Social Value model (Motivational Design)
• Motivation (Behaviorism Theory)• Intrinsic • Extrinsic
• Reward models (Cognitive Evaluation Theory)• Tangible/intangible rewards• Excepted/un-excepted
• Activity Loop• Motivation -> Action -> Feedback
• Fun
Engagement Progression
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Measuring Social Capital Example
Social Equity Activities Me
Contributioncreatemodify
ParticipationviewratecommentRe-use
People
Actors Value per Activity Sum of Value
Person EquityInformation EquityCommunity Equity
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In Context Social Value Evaluation
Info 1IQ=10
Info 2IQ=20
JavaTQ=30
RubyTQ=20
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Tag Equity
Info 1IQ=10
Info 2IQ=20
Info 3 IQ=30
JavaTQ=60
RubyTQ=60
Info 4 IQ=40
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Tag Equity
Info 1IQ=10
Info 2IQ=20
Info 3 IQ=30
JavaTQ=60
RubyTQ=60
TQ(Java)=30TQ(Ruby)=20
Info 4 IQ=40
TQ(Java)=30TQ(Ruby)=40
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User Benefit (WIIFM)
Social Ranking
Recognition (Incentive)
Expertise and Skills discovery
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Social Value Model
• WIIFM – Recognition Kudos– Rewards Payback Points
• WIIFB
• 100% community support
• NPS of 73%
• 84% overall customer satisfaction
• Community Type – Mobile Users
• Community Contributions– Social Support– Social Innovation– Social Marketing
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Social Value Model
• WIIFM – Recognition Kudos– Rewards Payback Points
• WIIFB– 25% increased customer
retention– 50% decreased customer
complaints– 10Mio anualized benefits
• Community Type– Credit Card Holders
• Community Contributions– Social support– Social Innovation– Social Marketing
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Sun Microsystems
Engineer
Principal
Fellow
Senior Engineer HR Levels HR Promotion Process
Peer Review
Candidate Pipeline Criteria's
Internal OutreachExternal OutreachIntellectual Properties ........
Over average Social Equity Source: http://socialadoption.com/2011/12/12/social-roi-and-social-value-models/
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=> 55 Klout Score = Business Lounge American Airlines
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Social Business Summary
• Horizontally integrate Social into your Business Processes
• Leverage in context Social Insight across all channels & audiences (BIG Data)– ROI– Discovery / Simulation – Recommendations/Targeting/Segmentation
• Social Adoption – its all about Community + Value
• Social + Mobile + Cloud
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Social Business Strategy (WIIFB) Social Value Modeling (WIIFM) Social Product Strategy
Can we help you?
http://socialadoption.com
43© 2014 socialadoption.com
@Apéro
@peterreiser
facebook.com/reiser2.0
linkedin.com/in/peterreiser
Thank you
http://socialadoption.com