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Where will your business' prosperity and growth come from? How do you influence new customers in a low cost fashion? How do you generate new opportunities for prosperity and growth?
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Chris Sparshott
Social Softwarefor prosperity and growth
Chris Sparshott
Video: Time to Think
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Part 1: ChangePart 2: GrowthPart 3: ResearchPart 4: Tools
Agenda
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Part 1: Change
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The world has changed
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Inter-connected
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Chris Sparshotthttp://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising/
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Inter-dependent
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The butterfly effect can also be represented by large complex systems.
Archduke Franz Ferdinard18 December 1863 – 28 June 1914
WWI
Inter-dependent 1914
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1,250 New Zealanders are losing their job every week. Peter Conway
Secretary of the New Zealand Council of Trade Unions
Stock market Jobless
Inter-dependent 2009
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State Department officials earlier urged Twitter to delay scheduled maintenance work to avoid interrupting its service in Iran.
Iranian Student Shot
YouTube ?
Inter-dependent 2009
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The world has changedEvery interaction has an effect
The number of interactions is increasing
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Part 2: Growth
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Business success is measured in sales
Statement
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Sales is the life blood
of our business
Statement
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How strong are those
relationships?
Question
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What do you want for your customers in
three years time?
Question to a member of your organisation
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I won’t be doing this job in three
years time.
Answer
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So who cares?
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Exercise 1
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Prioritise the time you spend with these customers from 1 to 6.
1 being the highest priority
• Customer might spend money today• Customer might spend money tomorrow• Customer might spend money this quarter• Customer might spend money next quarter• Customer might spend money next year• Customer might spend money sometime
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Possible Result
• Customer might spend money today• Customer might spend money tomorrow• Customer might spend money this quarter• Customer might spend money next quarter• Customer might spend money next year• Customer might spend money sometime
123456
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Spot any problems?
(Where is “4”?)
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Ask yourself, where will future
growth come from?
Question
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*New customers
*and existing customers
Answer
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Exercise 2
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Prioritise the time you spend with these customers from 1 to 6.
1 being the highest priorityTake into consideration future growth
• Customer might spend money today• Customer might spend money tomorrow• Customer might spend money this quarter• Customer might spend money next quarter• Customer might spend money next year• Customer might spend money sometime
Chris Sparshott
Possible Result
• Customer might spend money today• Customer might spend money tomorrow• Customer might spend money this quarter• Customer might spend money next quarter• Customer might spend money next year• Customer might spend money sometime
123451
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Hang on,..
How come a customer that might spend money
sometime in the unknown future can be as important as a customer that might
spend money today?
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WellingtonCustomers
ChristchurchCustomers
AucklandCustomers
Globalcustomers
It’s about the inter-dependent ecosystem
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The ecosystem spawns growth
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We influence the ecosystem by owning “mindshare”
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Traditional Media
TVRadioPrint
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Spray and pray doesn’t
work
People are not listening
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Connected MediaWeb PagesComments
BlogsSurveys
Social networkingTweets
Aggregation
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How do we make
mindshare work for us?
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We need to marshal our most important assets for growth
Our employee’s relationships
Chris Sparshott*knowledge, help, advice, friendship and goodwill with our customers
It means everyone *shares
Chris Sparshott*interactions are real and mean something
It means everyone *cares
Chris Sparshott*Social Networking = Sales + Marketing + PR + Knowledge
It means everyone does *Social Networking
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There is more than anecdotal evidence to support the value of Social Networking
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Part 3: Research
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“Value of Social Networks:
A large scale analysis on network structure impact to financial
revenue of information technology consultants”
http://smallblue.research.ibm.com/
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• To estimate the value of social networks.
• How does social capital influence productivity
• How information workers obtain information through various communications channels and social networks
• Measure the impact to revenue at the personal and project level of the information workers
Objective
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Perform high quality project workDelight the customerGenerate repeat businessMake $ for IBM
(…and to stay off the bench)
Information workers = Consultants
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What was measured?
* 2600 IBM business consultants over 2 years (2006-2008) * Across 70 Countries* Derive the network of 350k employees* Overall observation of 10k consulting projects
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What was measured?
* People Interaction (email and IM)* Detailed and objective performance measurements of the consultants* Number of billable hours* Number of projects* Revenue generated* Explore relationship between social network and productivity of those consultants
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Efficient access to information
Timely access to valuable information results in higher quality decision making
Conducted 15 intensive interviews
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Results
The value of each person in your address book is $948
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When friends of your friends are not friends of each other or belong to the same social group. =276.64% increase in monthly revenues
FriendsFriends
NotFriends
YOU
Results
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One strong link to your manager is worth $588.20 /month
One weak link to your manager costs $98.48 /month
Having managers in a project is correlated with team performance initially.Too many managers in a project is negatively associated with team performance
Results
You
You
Manager
Manager
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• Attributes of your network, human capital, power and status have a unique relationship with work performance
• No performance relationship for – access to different divisions– access to different geographical locations– gender distribution
Results
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There is value to businesses in encouraging external collaboration & social networking
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Part 4: Tools
Enterprise ToolsFree Tools
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Video: How many friends do you have?
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Business benefits
*Find hidden expertise*Reduce time to find and access knowledge sources*Reduce email and telephone usage*Personal mindshare
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Chris Sparshotthttp://www.ibm.com/developerworks/
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Business benefits
*Build communities*Manage interactions with customers and partners*Help each other*Deliver additional services*Gain mindshare
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FREE Tools
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* Hosting Costs
* More hits than ibm.com/nz website
Wordpress - Free
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Slideshare - Free
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Twitter (Global Instant Messaging) Stay current- Identify community- Provide value
Twitter - Free
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LinkedIn - Free
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Business benefits
*Build communities around companies products and services*Utilise existing frameworks*Provide light weight client interaction*Generate F2F interactions*No license costs
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Community FunnelOnline Community
Meet-ups
F2F
SalesPipeline
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Increased Prosperity & Growth = Community + Participation
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• Blogged on Blogger• Upload presentations to Slideshare• Started tweeting• Self host Blog to Wordpress, chrissparshott.com• Used Scribd• Built LinkedIn network (on-going)• Built videos for blog• Launched LinkedIn community groups• Started product based meet-ups
My Journey – I did…
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• Increased reach and influence for IBM• Increased visibility of IBM to customers• Clients support each other• Support direct sales efforts• Customer case studies
• Recognised within IBM as an expert• Mentor IBM employees and start-ups• Present at events
• Had a lot of fun ;o)
My Journey – Benefits…
Chris Sparshott
(Sparkbouy)[email protected]
Portfoliohttp://www.slideshare.net/sparkbouy/slideshows
Bloghttp://chrissparshott.com
Chris [email protected]
0064 (0)21 574 696
Chris Sparshott
Flickr and Links• http://www.flickr.com/photos/tessawatson/308774675/ • http://www.flickr.com/photos/erica_marshall/2885783824/• http://www.vincos.it/wp-content/uploads/2009/06/wmsn-06-09.png • http://www.flickr.com/photos/whatknot/714338893/ • http://www.flickr.com/photos/indigente/798304/ • http://net.lib.byu.edu/estu/wwi/bio/f/franzfrd.html • http://en.wikipedia.org/wiki/Archduke_Franz_Ferdinand_of_Austria • http://www.flickr.com/photos/22746515@N02/324050779• http://www.flickr.com/photos/traftery/3235920577/ • http://www.flickr.com/photos/12392252@N03/2445045132/ • http://www.latimes.com/news/nationworld/world/la-fgw-twitter18-2009jun18,0,5845567.story • http://www.thestranger.com/seattle/paul-constant-reviews-twitter/Content?oid=1774875 • http://www.flickr.com/photos/romanlily/3130507637/ • http://www.flickr.com/photos/leecullivan/141114012/ • http://www.flickr.com/photos/lwr/101562372/in/set-72057594065740447/ • http://www.flickr.com/photos/lwr/101286819/in/set-72057594065740447/ • http://www.flickr.com/photos/thecampbells/3005650135/ • http://www.flickr.com/photos/codepo8/2122763472/ • http://www.flickr.com/photos/lwr/101562372/in/set-72057594065740447/ • http://www.flickr.com/photos/leecullivan/252515890/ • http://www.slideshare.net/debs/f-o-w-a-marketing-workshop-2007b • http://www.flickr.com/photos/amagill/180202581/ • http://www.flickr.com/photos/davesandford/3184810369/• http://www.flickr.com/photos/clappstar/178050837/ • http://www.flickr.com/photos/sharynmorrow/1923985105/ • http://www.flickr.com/photos/kalieye/3265551769/ • http://www.flickr.com/photos/gabenl/2617316249/ • http://www.flickr.com/photos/nathanwells/1199095941/ • http://www.flickr.com/photos/minifig/95040634/ • http://www.flickr.com/photos/blah_oh_well/302469907/
