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Sandy Carter, Author of Get Bold: Using Social Media to Create a New Type of Social Business joined Social Media Book Club in March 2012 to offer a deeper dive into Get Bold and her 6-step AGENDA method. Sandy serves as VP of Social Business Evangelism at IBM.
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Get BOLD Social Business AgendaSandy Carter | VP, Social Business EvangelistIBM Corporation
Follow me @ sandy_carterhttp://twitter.com/sandy_carter
Subscribe to my bloghttp://socialmediasandy.wordpress.com/
Mainframe
PCs
Internet
Social
Departmental
$200B by 2015
The Fifth IT Era:The era of Social Business
2
What is a Social Business?
3
Engaging
Transparent
Nimble
3
Engaged
Transparent
Nimble
Social BusinessSocial Media
Primarily marketing and PR
Encompasses organization and
business processes
Social Media vs. Social Business
4
Source: “Get Bold: Using Social Media to Create a New Type of Social Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press
The Social Business Agenda
5
So
cial
Bu
sin
ess
So
cial
Bu
sin
ess Align Organizational Goals & CultureAAAA
Gain Social TrustGGGG
Engage through ExperiencesEEEE
Network Your Business ProcessesNNNN
Design for Reputation & Risk ManagementDDDD
Analyze Your DataAAAA
Bayer: Cultural Shift
6
AAAA
Goals:
CULTURE eats strategy for lunch!
Approach & Results:
Capture Intellectual Capital
Improve Search Mechanisms
Substitution of shared drives and change
attachment handling
Gain Social Trust Most influential tippers vs. most followed
TippersFriends
Followers
Expertise
Responsive&
Consistent
Transparent & Open
7
Twitter Followers: 86,000+Reactions Generated: 3,291Reactions per 1K followers: 38
38 MASS INFLUENCER / TIPPERTwitter Followers: 6,900+Reactions Generated: 1,281Reactions per 1K followers: 186
186
Justin BieberTwitter Followers: 7.4 MillionReactions Generated: 294Reactions per 1K followers: 0.04
0.04
Courtesy of DeepMile Corproation
GGGG
ParticipantInterestedUnaware
Consumption
Engage with an Exceptional Experience
8
Participant
Integrated: Consistent online and offline Interactive: Gaming, Video Mobile, Virtual Gifting Identifying: Personalized, knowledge of you
EngagementThe Usage Life CycleCommunity Pride
Featured Contributor
EEEE
Participant
NNNN
Product & Service Development
Marketing, Customer Service
Operations, Human Resources
Traditional Business
'Push' marketing Control brand
Invest R&D Ideas from inside
Siloed Rigid
Outcomes
Social Business
Listen to market Build advocates
Embed social in process Connect in and outside
Build communities Act small
(Social) Network Processes
9
Most Active Emerging VerticalsFinance and Government
10
• Personalized• Experts• Best Practices• Crowdsourcing
Improved customer sat rating from #5 to #1
“USDA is an every day, every way Department and we want to connect with people in ways that are the most convenient
and effective for them.”
NNNN
Great Innovation From New Places
11
NNNN
Plan, Test, Deploy - Out Loud
“Open” Business Culture drives productivity and innovation
DEPLOY OUT LOUD
PLAN OUT LOUD
TEST OUT LOUD
Rolled out 40K iPhoneAdded new features from feedback
Mock up of new Portal UIHigher Adoption rates
Number one CommunitySupport Community
“The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010
15%
18%
20%HR & Talent Management Cost reduction + Increased speed to knowledge and experts
Customer ServiceIncreased customer satisfaction
R&DIncreased time to market and successful innovation
Value of Social Business
12
NNNN
Source: “Get Bold: Using Social Media to Create a New Type of Social Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press
Design for Reputation and Risk Management
DDDD
AAAA
Dimensional Analysis
Filtering Voice
Keyword Search Dimensional
Navigation Drill Through to
Content
Relevant Topics Associated Themes Ranking and Volume
Relationship Tables
Relationship Matrix Relationship Graph
COMPREHENSIVE ANALYSIS
SENTIMENT
EVOLVING TOPICS
AFFINITY ANALYTICS
14
Analytics
Source: http://www.shu.edu/offices/loader.cfm?csModule=security/getfile&pageid=156753
Seton Hall
Source: “Get Bold: Using Social Media to Create a New Type of Social Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press
Follow me @ sandy_carterhttp://twitter.com/sandy_carter
Subscribe to my bloghttp://socialmediasandy.wordpress.com/
15
Available NowISBN-10: 0132618311ISBN-13: 9780132618311
