The Insidious Plot to Socialize the EnterpriseJohn BellGlobal Managing Director Social@Ogilvy

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Connecting Leadership applies governance and enlightened social brand management to extract more value

Experimenting Unconnected experiments spring up everywhere across the business

Nervous Ambivalence

Listening Fully integrated

Phase 1 Phase 2 Phase 3 Phase 4Phase 0

0

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Social Media Adoption Path

Value

The Insidious Plot? More like Inevitable Shift

Business Discipline Social

Behaviors

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Social Business Strategy

Examples

• Deliver services and products via preferred social channels• Add content or utility to increase customer value• Increase individual and network value of customers (i.e socialCRM)

• Manage risk via ongoing dialogue with stakeholders, influencers and customers

• Co-create with customers and stakeholders to deepen “investment”

• Increase efficiency of marcom programs• Crowd-source solutions with customers and stakeholders • Deliver service solutions more efficiently

Business Value

Create customer value

Build brand reputation and value

Expand operations and innovation excellence

Strengthen workforce and culture • Increase internal collaboration on business problems/systems• Feature employees in external communications and customer touchpoints

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Deutsche Bahn launches a new train ticket only for young people, selling over 145,000 of them via Facebook. 

Creating Customer Value

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Time Warner Cable solves customer problems via Twitter to walk-the-walk of customers-first. 

Build brand reputation and value

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All Clad listens to cooks’ reaction to products and implements changes like the new handle design.

Expand operation and innovation excellence

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Ford taps into employees, retirees and more as ‘badge-carrying’ brand advocates. 

Strengthen workforce and culture

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Social business behaviors

Builds Integrated customer relationships

Fosters horizontal collaboration

Makes clear commitments to innovation

Becomes adaptive and agile

Masters an endless flow of data

How fast are social media behaviors changing?

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Growth markets outpace the US in social network usage…

Managed social network profile in past month

79.8% 74.9% 72.3% 70.4%

Indonesia Philippines Turkey Brazil

54%

China

49.3%

US

Global Web Index 6 – November 2011

27% 18% 13% 5%

China Mexico Russia US

These global markets will define the next phase of social media use

Global Web Index 6 – November 2011

Social network usage growth from 2009 to 2010

In the BRIC countries accessing your social networks via mobile is up 158% over the past 2 years

And mobile lets us tap into the opinions of our 130 friends anywhere

For opinions on products to buy, Millennials are more than 3x as likely than Boomers to turn to social channels

These opinions drive purchase

BazaarVoice Study 2011

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Not just in B2C but B2B

Senior decision makers

Which of the following have you done online in the past month? (% of decision makers and senior-decision makers globally, GWI.1 – GWI.6, July 2009 to Nov 2011)

Uploaded photo online

Watched a video clip

Managed social network profile

GWI.1 GWI.2 GWI.3 GWI.4 GWI.5 GWI.60%

10%

20%

30%

40%

50%

60%

70%

80%

90%

July 2009 Nov 2009 July 2010 July 2011 Nov 2011Nov 2010

60%

How customers buy, vote and act is changing…globally

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Each of us has our own “Personal Message Shield”

What employees expect is changing

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Employees expect social culture Access to

Leadership

Blended Relationships

Platform freedom

Collaboration

How are our business leaders responding?

How have we socialized our own enterprise?

60+ years of delivering remarkable experiences

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And while 69% of executives report measurable business benefits from Social Media…

56% Inc 500 - Social Media very important to business

Business leaders believe in the potentialof social media

Unlocking the Value is Hard…

Just 20% of businesses received 80% of the benefits from Social Media

McKinsey Study 2009

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It Requires Change

Moving marketing and communications to an owned, earned, paid model…

Increasing collaboration between marketing, communications, legal, HR and customer service…

Putting a value on customer and stakeholder advocacy, not just sales…

Preparing employees as ambassadors, not just, as a workforce…

Integrating Social Media across the business

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A global shift calls for the largest network of Social Media strategists

Fully integrated solutions for a new customer/stakeholder journey

Social Business Solutions can drive customer and internal value across the enterprise

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The 7 Solutions that Deliver Business Value

We deliver remarkable experiences and relationships that inspire advocacy, action andbusiness results

How has social media changed leadership?

How have you socialized your own enterprise?

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John BellGlobal Managing Director | Social@Ogilvy

john.bell@ogilvy.com

Connect with me

Social for Brands site:Social.ogilvy.com