Social Business and ROI

Social Business and ROIChristian Carlsson | Lead Consultant | Global Working CulturePresented at Grundfos, Bjerringbro, March 26th, 2013

Social Business and ROI: start with the Person ROI

• Improve financial performanceBusiness

Objective

• Improve sales by winning competitive accounts

Organization Objective

• Create a 360 degree client view

Social Business Objective

Source: Adopted from Resource Management Systems, Inc. (2002)

COSTBENEFI

TS

WHAT WE GIVE (INVESTMENT)

ROI(WORTH)

WHAT WE GET(RETURN)

TIM

E

TIM

E

TIM

E

GET

GETGET

WHAT I GIVE?WHAT I GET?

MY ”ROI”?

COMPANY

PERSON

Source: Adopted from Altimeter Group (2012)

Traditional ROI modelAdditional “Social” ROI’s

The success starts with having the engagement of people. And the drivers for engagement is very personal. Understanding this, must be the bottom-up approach in understanding the over all ROI of a Social Business investment.

Example model for determining the SocBiz objectives linked to Business and Organization Objectives for calculating ROI.

Personal objective

Source: R Wang & Insider Associates, LLC (2011)

Social Business Use Cases (examples)

Collaboration

“E-mail is where knowledge goes to die”

http://www.youtube.com/watch?v=QIqA_YKeboc

Source: Bill French (1999)

Collaboration ROILess emails; Faster decisions;

Better help;More transparency; Improved processes

On Boarding

On BoardingROIKnowledge Transfer; Employees faster up to speed

Ideation

Ideation ROIEngaged employees; Ideas for improvement; Faster time to market; Recognition

Experts

Experts

Source: Nielsen Global Trust in Advertising Survey, Q3 2011 Source: Edelman Trust Barometer 2013

Individuals drive trust & credibility

Experts

Traditional digitalmarketing tactics

Experts digitalengagements

4% 12%

16% 44%

Conversion rate

Reach and amplification

Call to action

Lead

Source: IBM (2012)

ROIMore effective; Branding and Marketing; Engaged employees; Listening

Listening and Engaging

“Water Sustainability”

Source: Unknown

Listening and EngagingROIImprove support; Better

Mkt Intelligence; Brand Reputation; Improve Influencer Engagement; Leads; Relationship building

Source, image: Pixabay Source, tweets: IBM(2009)

People Leadership

Behavior

Culture

Technology

What you need to succeed

Leadership

• Triangle, my experience• Perhaps with rag status? Yellow, Red, Green• Quote from IBM study and MIT

Leadership

“48% of

organizations

indicate that they

have support from C-

Suite, only 22%

believed that

managers are

prepared to

incorporate social

business into their

daily practices.” IBM

(2012)

Adoption in the organization

C-level; Executives

Middle Mgmnt

Grass root

Books are good…

Books are good…

but doing is better!

Source: acquris.se

twitter.com/chris_carlsson

linkedin.com/in/christiancarlsson

+45-21 54 17 71

ccarlsson@grundfos.com

Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/