Marcello del Bono

Microblogging- Issues in creating value -

Marcello del Bono, MBA Microcamp Milan, Italy

24 May 08

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Markets are conversations…

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…often public ones

Adapted from: http://www.slideshare.net/stripedshirt/microblogging-101-for-corporate-communicators/

OneTo

One

ManyTo

Many

•Phone

•IM

•SMS

LowFrequency of

stream of conversation

HiFrequency of

Stresm of conversation

•Chat•Microblog

•Blog

•e-Mail

•Web ForumPRIV

ATE

PUBLIC

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…potentially a world of opportunities

Source: Twitterfacts, Hitwise, Twitter.com

Worldwide

Italy

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So, how do Organizations create value with it?

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Micro-blogging usage in organizations

Our elaboration from: http://www.slideshare.net/stripedshirt/microblogging-101-for-corporate-communicators/

- Personal Branding - Hangin’ on - Get feedback - Hire People - Signalling new links - Understanding people - Notifying customers - Event updates - Take notes - Find prospects - Provide live coverage - Set Up Meetings - Acquire votes - Reading news - Promoting events - Building conversations - Sending Press releases

- Facilitating collaborative experience - Promoting special offers - Ideas bank - Personality Observation - Understanding other departments activities - Understanding other departments priorities - Hidden Knowledge hunting - Domotics - …

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Which are the Issues?

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When all you have is a hammer …

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Traditional value creation view…

-2000-1000

0100020003000400050006000700080009000

2008 2009 2010 2011 2012

Free Cash Flow

Reduce, avoid and postpone

costs

Anticipate and increase revenues

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...but excess of control can freeze enterprenuership destroying value

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So let creativity flow…

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Ach!

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You need to balance your vision

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CommunitiesInvolvment

Cash Flow

CrossSelling

Newproducts

Right Cust. ToRight channel

Hiring/StaffingThe best people

Right tools& info Right climate

Efficiency

Tool 1 Strategy map- simplified example -

L&G

IP

C

S

EF

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Cost/Benefit

On Scope.

StaffingThe best people

LeveragingKnowledge

On Time

Tool 1 Strategy Map- Web project -

L&G

IP

C

S

EF

On Budget

RecognizingIndividual

PerformanceLearning

Project Communic.

Proj.Integration

Project Risk Mgmt.

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CommunitiesInvolvment

Cash Flow

CrossSelling

Newproducts

Right Cust. ToRight channel

Hiring/StaffingThe best people

Right tools& info Right climate

Efficiency

LinkSharing

Status/Mood

Activity Rep

BeingInvolved/Inform. Last minute

changes

Team building

After salesSupport

PersonalityAnalysis

Gainingfeedback

Networking

Tool 2 Strategy Map and MB benefits linkage - a whole company example -

L&G

IP

C

S

EF

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ERPCost/Benefit

On Scope.

StaffingThe best people

LeveragingKnowledge

On Time

Tool 2 MB Benefits linkage- Web project -

L&G

IP

C

S

EF

Ob Budget

RecognizingIndividual

PerformanceLearning

Project Communic.

Proj.Integration

Project Risk Mgmt.

Team building

Bank ofIdeas

Activity Rep

Gainingfeedback

Cross-Seeding

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Tool 3 Quantifying benefits

Strategic impact Business ImpactCommunity involvment

Sales increase by 200 Cost to serve -70

BENEFIT KPIBenefits impact

Financial benefits impact per year (Euro .000)

Networking Sales increaseShorter time to market 15 monthsCost to serve -8%

5%Gaining feedback

Year 1 Year 2 Year 3

InnovationAfter sale support Right Channel to right

…

-80280 320

-90…

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Tool 4 – Understanding strategy and benefits

• Review of existing strategic documentation• Brainstorming• Interviews• Workshops• A day in the life of…

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Tool 5 – Identify roles and responsibilities of the activities

Microblogging user requirements definition - Example - IT MKTG Administration Proj manager Team Sponsor

1) identify interviewers R C2) Select Interviewees C C C R C

3) Schedule interviews R C4) Prepare Interviews A R

5) Conduct Interviews A R I6) Analyze and document interviews

finding A R7) Publish requirements A R C

8) User Validation R R R A I

R = Responsible (execute)A = Accountable (Yes or No)C = Consulted beforeI = Informed After

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Tool 6 – Identify roles and responsibilities of the strategic objectives

R = Responsible (execute)A = Accountable (Yes or No)C = Consulted beforeI = Informed After

Do it!

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Tool 7 – The Social Media family

RSS Feeds Mashups Blogging Co-creationFolksonomies Rating/Ranking

Internet Podcasting Community DiscussionsOnline Social Networks

Tagging Instant Messaging microblogging

Citizen Journalism Widgets Wikis

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…just avoid the upside-down “…

everything looks like a nail” attitude

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Skills – Be a fast learner

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Skills – Learn how to delegate

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Skills – Rock. Do a terrific job

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Finally, be rational and be passionate

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About me- Marcello del Bono -

He has worked as a Consultant since 1990 in Big 4 consultancies, Media and Television companies and as a free lance.

He has an MBA-Master of Business Administration awarded by the SDA Bocconi's School of Management in Milan, a Master in International Marketing and Trade, a Political Science-Economics Degree from the University of Milan. He is also internationally qualified as a Programme Manager and Project Manager.

He is looking for digital companies willing to be helped on Marketing and Business Development processes in Italy or across the world.

Blog http://marcello.delbono.eu Linkedin http://www.linkedin.com/in/marcellodelbonoTwitter http://twitter.com/delboe-Mail marcello_delbono @ yahoo.it

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Licensing and copyright

• Except for the photographs (see next point) this work is licensed under an Attribution Creative Commons 3.0 license.

• All Photographs in this work are used with permission. Copyright of photographs used in this presentation is owned by the original artist. Rights to reproduce or use the photographs must be obtained directly from artists