Social Business Uncovered: SJSU March 2014

© 2014 IBM Corporation

Social Business Uncovered #SJSUSocBiz

Daryl Pereira@CagedEther

Irene Koehler@IreneKoehler

© 2014 IBM Corporation2

What we’ll cover

The emergence of social business

Business as media

Proving the ROI

Social Business Uncovered



The emergence ofsocial business


Commerce used to be more personal



Businesses would form relationships with customers



Customers knew each other and would discuss products



The move to efficiency…



Mass production brought economies of scale



Marketing could create segments around products



Point-of-sale optimized for rapid transactions



Business gets social, again…



Markets become conversations



Customers have many more points of interaction



More information sharing across the organization



Social business is…


#SJSUSocBiz



Business as media


We don’t all share equally



Some groups are more trusted than others


Edelman Trust Barometer


Trust generates business


77% of consumers are more likely to buy

a new product via a recommendation

4x-10x higher conversation rate for offers from trusted advocates


Influencer marketing at its best


Dynamic Signal turns employees into brand advocates


Influencer marketing at its best


Dynamic Signal turns employees into brand advocates 5000 employees

can generate…

Over 100M authentic impressions

$2.3M in recruiting cost savings

28% increase in Earnings

$4.5M in earned media advertising value

19% growth in Revenue


Influencer marketing at its worst



How people find out about the shared economy


Jeremiah Owyang


Influencer marketing at its worst


“Startups will get more value from being on Shark Tank than on the homepage of Amazon”

Mark CubanEntrepreneur


Influence is important…


#SJSUSocBiz



Proving the ROI


Measure conversations across the organization





When are customers disgruntled?

How much money did we save on support calls?

How many more sales has social driven?




How have we improved innovation?

Which employees are the most engaged?

What has been the productivity gain?


Source: Altimeter Group

Business metrics: revenue, CSAT, reputation

Social media analytics: Insights, share of voice, resonance, WOM

Engagement metrics: fans, followers, clicks

Corporate

What are you measuring?Social Business Uncovered


Source: Altimeter Group

Corporate

What are you measuring?Social Business Uncovered

American Airlines tracks digital content

around the brand

Team of AA social experts builds

engagement with customers


How does social networking bring businesses closer to customers?

How does social networking help product innovation?

How does social networking foster knowledge-sharing within the enterprise?

How does social networking increase employee productivity?

How does social networking help business owners understand their business?

How can social networking help your next job find you?

A

F

C D

E

B


Social Business Uncovered: SJSU March 2014

Business

Transcript of Social Business Uncovered: SJSU March 2014