Post on 06-May-2015
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1 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
From Social Media to Social Business
Peter H. Reiser @peterreiser Director Social Business WebCenter Evangelism
2 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
Oracle Safe Harbor Statement
The following is intended to outline our general product direc6on. It is intended for informa6on purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or func6onality, and should not be relied upon in making purchasing decisions. The development, release, and 6ming of any features or func6onality described for Oracle’s products remains at the sole discre6on of Oracle.
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let’s do a reality check
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Business Process - Social Tools
BID Mngt. Product Crea6on Market Sell Deliver Support
social social social social social
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Organization – Social Graph
Product Development
Marketing HR IT Customer Service
social social social social social
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Source: hKp://www.global-‐integra6on.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: hKp://www.edelmandigital.com/2012/03/05/weaving-‐social-‐layer-‐across-‐your-‐organiza6on/
Social Media (Phase 1) à Social Business (Phase 2)
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Social Business Strategy
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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! OWN!Support & Serve!Market & Sell!
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The Customer Experience Lifecycle PURCHASE! RECOMMEND!
MAINTAIN!
RESEARCH! NEED! RECEIVE! USE!
1!
2!
3!
4!
5!
6!
7!
8!
SELECT!Social!!
Outside!
Social!
Inside!Support & Serve!Market & Sell!
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Social Business Strategy Socially enable your Applications to make your Business more effective and efficient
Interact Collaborate Work
Social Employee Social Customer
Sales Marke6ng Service
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Social -‐ Capabili6es – Graph -‐ Adop6on
Integrate Social into your Business Processes
BID Mngt. Product Crea6on Market Sell Deliver Support
Business Applica=ons
Enterprise Social Collabora6on -‐ secure – scalable – compliant IDEAStorm
Social Publishing
Social Insight Social Collaboration Community
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Integrate the Social Graph
BID Mngt. Product Crea6on Market Sell Deliver Support
Enterprise Social Collabora6on -‐ secure – scalable – compliant
Business Applica=ons
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Social Outside: LinkedIn, Facebook, Twitter
Source: hKp://socialadop6on.com/2011/12/12/social-‐roi-‐and-‐social-‐value-‐models/
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Social Inside: Social Insight based recommendations
Source: hKp://socialadop6on.com/2011/12/12/social-‐roi-‐and-‐social-‐value-‐models/
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Social ROI (WIIFB)
BID Mngt. Product Crea6on Market Sell Deliver Support
Enterprise Social Collabora6on -‐ secure – scalable – compliant Social -‐ Capabili6es – Graph -‐ Adop6on
Business Applica=ons metrics metrics metrics metrics metrics
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Social Outside: Innovation Management
BID Mngt. Product Crea6on Market Sell Deliver Support
Enterprise Social Collabora6on -‐ secure – scalable – compliant Social -‐ Capabili6es – Graph -‐ Adop6on
metrics metrics metrics metrics metrics Business Applica=ons 900 customer ideas
IDEAStorm
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Source: hKp://www.lithium.com/pdfs/books/lithium-‐success-‐book.pdf
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Business Applica=ons
Social Outside: Social Publishing
BID Mngt. Product Crea6on Market Sell Deliver Support
Enterprise Social Collabora6on -‐ secure – scalable – compliant Social -‐ Capabili6es – Graph -‐ Adop6on
metrics metrics metrics metrics metrics
27% Sales increase
1 Million Fans
Social Publishing
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THE SOLUTION | American Express launched “Small Business Saturday.” Card holders were given $25 gift cards to use at their local small business, and small businesses were offered $100 in Facebook ad credit.
THE CHALLENGE | To promote small businesses during the holiday season.
RESULTS | “Small Business Saturday” increased sales for small businesses by 27% and grew over 1 million fans for the SBS Facebook Page. American Express published content across all of their social properties to promote SBS using Publisher.
Social Outside: American Express
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Business Applica=ons
Social Inside: Sales & Delivery Social Re-Use versus Win/Loss Rate and Project Margin
BID Mngt. Product Crea6on Market Sell Deliver Support
Enterprise Social Collabora6on -‐ secure – scalable – compliant Social -‐ Capabili6es – Graph -‐ Adop6on
metrics metrics metrics metrics metrics 14% higher Win Rate 20% higher Margin
Social Insight Social Collaboration
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Social Inside: Social CRM
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ROI on Social Collaboration (Sun Microsystems)
ROI Calcula=on 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: hKp://socialadop6on.com/2011/12/12/social-‐roi-‐and-‐social-‐value-‐models/
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Business Applica=ons
Social Outside: Support Community Driven Support
BID Mngt. Product Crea6on Market Sell Deliver Support
Enterprise Social Collabora6on -‐ secure – scalable – compliant Social -‐ Capabili6es – Graph -‐ Adop6on
metrics metrics metrics metrics metrics 100% Community answered
Community
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Source: hKp://www.lithium.com/pdfs/books/lithium-‐success-‐book.pdf
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Social Rela6onship Management
Social Recommenda6on
Social Collabora6on
Deal Approval
Contract Signing
Social enabled business demo
see: hKp://www.youtube.com/watch?v=FmhVYQTlooc
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ok – and how to drive Social Adoption ?
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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: hKp://socialadop6on.com/2011/12/12/social-‐roi-‐and-‐social-‐value-‐models/
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Social Adoption
+ = WIIFM Maslow
Source: hKp://socialadop6on.com/2008/09/16/community-‐equity-‐a-‐way-‐to-‐measure-‐social-‐capital-‐for-‐an-‐enterprise/
(Measuring) Social Capital
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Social Outside: Swisscom
Source: hKp://www.goldbachgroup.com/resources/know-‐how/goldbach-‐award/cases/swisscom-‐care.pdf
Goldb
ach Award 20
11 – Social M
edia
Kategorie „Di
alog/CRM and In
tegrated Com
munica6on“
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Social Inside: Sun Microsystems
Engineer
Principal
Fellow
Senior Engineer HR Levels HR Promo6on Process
Peer Review
Candidate Pipeline Criteria's ! Internal Outreach ! External Outreach ! Intellectual Proper6es ! .... ! .... ! Over average Social Equity
Source: hKp://socialadop6on.com/2011/12/12/social-‐roi-‐and-‐social-‐value-‐models/
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Social Business Summary
BID Mngt. Product Crea6on Market Sell Deliver Support
Enterprise Social Collabora6on -‐ secure – scalable – compliant Social -‐ Capabili6es – Graph -‐ Adop6on
Business Applica=ons metrics metrics metrics metrics metrics
WIIFM
WIIFB
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@peterreiser @Apéro
facebook.com/reiser2.0 linkedin.com/in/peterreiser
Merci
socialadoption.com