Power of Social Business

The Power of Social Business

Michael Pace

Twitter: @mpace101 #CCCon12

Michael Pace

Customer Support & Community Management Executive

Twitter: @mpace101LinkedIn

Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List

Introductions


http://www.thepaceofservice.com/

3Twitter: @mpace101 #CCCon12

Session Agenda

1. Expectations & Starting with WHY

2. What is a Social Business

3. The Power of the Social Business

4. Where to start / how to build it

5. Sharing experiences and Q&A


Social Today>1.5 BILLIONNumber of Social Networking Users Globally

80 %Proportion of Users Who Interact with Social Networks Regularly

90 %Proportion of Companies Using Social Tech.That Report Benefits From Them

28 HoursTime Each Week Spent by Knowledge Workers Writing Emails,Searching For Info, and Collaborating Internally


McKinsey Report

http://www.mckinsey.com/insights/mgi/research/technology_and_innovation/the_social_economy

The Potential$900B – 1.3TrillionAnnual Value That Could Be Unlocked by Social Tech. In The Top 4 Business Sectors

1/3Share Of Consumer Spending That CouldBe Influenced by Social Shopping

2XPotential Value From Better Enterprise Communication & Collaboration

20-25%Potential Improvement Possible InKnowledge Worker Productivity


McKinsey Report

http://www.mckinsey.com/insights/mgi/research/technology_and_innovation/the_social_economy

But (and it’s a BIG BUT)…

… only 17% Have Distributed Social

Initiatives Throughout theOrganization


eMarketer

http://www.emarketer.com/

If You Still Don’t Believe

So if you want a sense of where the world’s media habits are headed, it makes sense to watch what kids are doing.

Kaiser Family Foundation – Jan 2010

More than ½ of the world’s population is under 30 … which means they don’t know life before the internet.

Socialnomics


9

I believe people and relationships are every company’s most important

and underutilized asset

We now have the technological ability to act / work / socialize / create relationships like we do “in real life”

By leveraging relationships, new technologies, & process, we can

unleash the ultimate power - peopleTwitter: @mpace101 #CCSummit


Social Business is the creation ofan organization that is optimized

to benefit its entire ecosystem(customers, employees, owners,

partners) by embeddingcollaboration, information sharing,

and active engagement into itsoperations and culture. The resultis a more responsive, adaptable,

effective, and ultimately moresuccessful company. SideraWorks

http://www.sideraworks.com/

Swinging a Hammer Does Not Make You a Carpenter; It Just Makes You

Dangerous Twitter: @mpace101 #CCCon12

Objective

Strategy

Tools

Discipline

Voice

CLTV & Efficiency

Social Business +

Social Media

Community Mgmt

Brand

Universe Domination

Crush Rebellion

Light Saber

Force

Really Heavy Smoker

CLTV

Quality Work

Hammer

Carpentry

Smoker


13Twitter: @mpace101 #CCCon12

The Power of Social Business

Customers

Organization

Department

Personal / Associate


“There are a lot more smarter people outside your <organization>, than inside

it” – John Hagel III The Power of Pull


4 Process / Project Management

4 Collaboration

4 Policies

4 Knowledge Management

4 Gen. Communications

4 Training

Wikis

Confluence

Yammer / Chatter

Communities

Video

₌ Consistency

₌Time

₌ Efficiency / Cost

₌ Culture

₌ Quality

Opportunities Tools Results


"Yammer has gone beyond all of our expectations and has become embedded in the way that we're doing things. It's helped drive innovation and build community at Deloitte, and we're finding new value in the tool every day. The results will be bigger than you expect.” - Peter Williams, CEO, Deloitte Digital, on behalf of Deloitte Australia

Elsevier. Wiki drives 80% reduction in interdepartmental e-mail volume. (Socialtext, unkn)

Scotiabank. Community eliminated over 300 intranet sites as well as the need to build new sites. (Jive Software, 2011)

Rhapsody. 50% decrease in support costs and 53% decrease in weekly support contacts via sCRM solution. (GetSatisfaction, unkn)


Company SizeSocial Competent Individuals

Average Network Size

Reach / Impressions

Traditional Org 1000 20 3000 60,000

Social Org 100 75 1500 112,500

Soc Org (full) 1000 750 1500 1,125,000

18.5X - & doesn’t even speak

to quality of impression

Recruiting

Content/SEO

Brand Advocacy

Crowdsourcing

Open Culture

Product Marketing


Community users spend 2.5x more than average customers, superfans spend 10x more.

(Lithium Technologies, 2011)

Gilt Groupe. Online community insights drove 10% increase in shopping cart conversion and a five-point increase in Point-of-Sale Net Promoter Score. (Communispace, 2011)


Sincerity• Open• Transparent

Competency• Proactive Service• Edu-taining

Reliability• Available• Listening

Trust


It’s not easy …

And may feel like a scuba diver spinning a battleshipTwitter: @mpace101 #CCCon12

CultureEats Strategy

For LunchCoffmanOrganization


http://www.youtube.com/watch?v=kiFMJfrCO_0

Altimeter Group


http://www.altimetergroup.com/

Get Yourself Involved


Know Your Business Strategy


26

Assess Where You Are Today

Critical to Quality

Industry Best Practices

Where are your customers?

Determine what is most important to your customer

Socially, Physically & Mentally

By Vertical or Type of Customer

Know Your Customers (& Partners, Associates, C-Level)


It’s Not a Lonely Initiative


Know Your Brand’s Voice


A

D

K

A

R

Awareness

Desire

Knowledge

Ability

Reinforce

Manage the Change


Getting a Little Tactical & Started

Step 1 Step 3Step 2

• Company Communication Policy

• Find your current social leaders

• Brand Voice

Continuous Learning


Sharing experiences and Q&A


• Edelman Digital / Edelman Consulting

• SideraWorks

• Community Roundtable

• Altimeter Group

• www.socialquickstarter.com – Constant Contact

References


http://www.edelmandigital.com/

http://www.edelmandigital.com/

http://www.sideraworks.com/

http://community-roundtable.com/

http://community-roundtable.com/

http://www.altimetergroup.com/

http://www.socialquickstarter.com/

Michael Pace

Customer Support & Community Management Executive

Twitter: @mpace101LinkedIn

Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List

Introductions

http://www.thepaceofservice.com/