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