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27.02.2012 socially synergistic enterprises

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presentation presented at Font End Innovation 2012 and Videogames Economics Forum 2012

presentation presented at Font End Innovation 2012 and Videogames Economics Forum 2012

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  • 1. Socially Synergistic Enterprisesthe human side of the smarter planetBalancing Internal and External Collaboration to Improve Innovation with focus on emerging innovative marketing approach SMART Influencer ECO system Marcel Baron 6 April 2012 Videogames Economics Forum 2012 Angoulême, France
  • 2. Where can we have a conversation? @B2C2D http://B2C2D.blogspot.com Marcel Baron B2C2D LotusLive © 2011 IBM Corporation
  • 3. History IBM in the Game industry 2003 investigation around emerging opportunity - Game industry 2005 IBM Microelectronics annouced cell processor 2006 Online game, 6 Infrastructure Game zones Lobby Zone: The entry point into the game provider’s site Security Part2 Community Zone: Gamer-accessible services and information outside the game Lobby Zone Security itself Game Zone: Servers and infrastructure to support the game Community Game Zone Zone http://www.ibm.com/developerworks/library/wa-mmogame1/ Security Infrastructure Zone: Middleware and Systems for the complete infrastructure Security Infrastructure & StorageZone: Business-related systems Security Back-Office Zone Development Zone: Systems and tools to develop and test the game Back-Office Zone Development Zone3 © 2011 IBM Corporation
  • 4. Gaming Grows UpMassive, Multiplayer, online, IBM ReferencesAttitude Studios © 2011 IBM Corporation
  • 5. 5 2008 - IBM Serious Games © 2011 IBM Corporation
  • 6. IBM Smart Play Framework SimArchitect Game + Social Learning Wrapper + Executive Dashboard Demo of Internal SimArchitect site 6 © 2011 IBM Corporation
  • 7. 7 © 2011 IBM Corporation
  • 8. IBM Institute for Business Value CMOs are overwhelmingly underprepared for the data explosion and recognize need to invest in and integrate technology and analytics Underpreparedness Percent of CMOs selecting as “Top 5 Factors” Need for change to deal with data explosion Percent of CMOs indicating high/significant need Data explosion 71% Social media 68% Invest in 73% technologyChannel & device choices 65% Integrate Shifting demographics 63% 69% insights Financial constraints 59% Understand 65% Decreasing brand loyalty 57% analytics Growth markets 56% Rethink 64% skill mix ROI accountability 56% Collaborate Customer collaboration 56% 52% with peers Privacy considerations 55% Validate 49% Global outsourcing 54% ROIRegulatory considerations 50% Address 28% privacy Corporate transparency 47%Source: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years? n=149 to 1141; Q20 To what extent will the opportunity to collect unprecedented amounts of data require you to change? n=1629 to 1673 8 © 2011 IBM Corporation
  • 9. IBM Institute for Business Value To deal with the broad level of underpreparedness, CMOs signaled three key domains of improvement Deliver value to empowered Capture value, customers measure results Foster lasting connections “Marketing must become more adept at managing the magnitude of change now taking place. Otherwise, it will be like going into battle with a Swiss Army knife.” Financial services vice president, marketing, US 9 © 2011 IBM Corporation
  • 10. 10 © 2011 IBM Corporation
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  • 14. Marketing is broken © 2011 IBM Corporation
  • 15. Socially Synergistic Enterprise Solutions: The Human Side of the Smarter PlanetSocially synergistic enterprise solutionslet businesses and other organizationscombine people, data, and analytics in newways to achieve revenue growth, discoveropportunities, enhance customer and partnerrelationships, improve resiliency andefficiency, and achieve improved outcomes.These solutions will be facilitated by a frameworkand consumable components to effectivelyintegrate computation with human cognitionand action. © 2011 IBM Corporation
  • 16. Convergence of Social and Analytic Technologies Transform theWay the Business Operates Socially Synergistic Enterprise Solutions New top-line opportunities, better relationships with customers and partners, enhanced talent pool, increased resiliency and efficiency Individuals TeamsAnalytics Social Organizations Society Business Data aggregation Process Customer Sentiment Smart filtering Transformation Unmet Needs Meaning extraction Talent Discovery Consumable analytics Reasoning and Decision Support Process orchestration Crowdsensing, Crowdsourcing Stream processing Teaming, Incentives, Motivation Data Physical Enterprise Social Sensors & Streams Data from and about People © 2011 IBM Corporation
  • 17. What is social media analytics? Analytics that helps in forming,understanding, and then leveraging communities for societal activities andbusiness offerings. Form Understand Leverage Product innovation Marketing Topic Post ID Time Person Type Person Post Type Mood Post Content 1-5412 13:26:44 Initiator Meaghan Mack Complaint neg, l1 I believe Chevrolet Canada just totally blocked me from writing on their wall. Because I complained about a rust problem. Oh how rude. Thanks I am now going to ford because of your rudeness. Just because of something. Maybe you should explain to m 2-5412 13:39:12 Agent General Motors Reply neut Hi Meaghan this is Deb. Im sorry to hear that you were blocked. I dont control that page so I dont know the details. On this page the only time I have blocked someone is for the continuous use of vulgar language or harrassment toward another FB fan. 3-5412 13:48:01 Initiator Meaghan Mack Complaint neg, l1 I never have done that I wanted to know why do malibus have so many problems with the gas cap area why they are rotting out and why didnt GM say anything why it happened. I provided a picture and they blocked me! I cant believe it I need to get on th 4-5412 14:01:02 Agent General Motors Reply neut I just checked your post on that page and it seems fine. Are you sure that youve been blocked? If so I can try to contact the page administrator to find out why it happened. 5-5412 14:26:03 3rd-party-A-1 Greg Zywicki Comment neut Maybe FB had an attack of dumbness? Happens to me sometimes. 6-5412 14:40:32 3rd-party-B-2 Steve Maloy Reply help If you need to check recalls and stuff you can call a local dealer or customer service and they can run your VIN to see if there are any...take 2 minutes to do so 7-5412 14:53:23 Initiator Meaghan Mack Query neut okay but just want to see whats new coming out I am interested in the 2013 mali 8-5412 17:39:18 3rd-party-A-2 Austin Lunsford Complaint neg, l2 i wanna know why gm never did anything for the poor owners of the 3.1 v6 in the malibu? 9-5412 17:39:54 3rd-party-A-2 Austin Lunsford Complaint neg, l2 ive changed 2 sets of intake gaskets on my fiances malibu...kind of ridiculous 10-5412 19:01:26 3rd-party-B-3 Neil Keohane Reply help Meaghan I am also a Chevrolet Canada fan on Facebook and I look at their page frequently. I agree you do have the right to ask however you posted complaints.... a lot. However you did support them sometimes. I guess they thought that a page filled w Topic Topic STATUS: Null OUTCOME: Indeterminate Figure 3. Idealized static model overlayed with GM data. For GM data, PC≈56% Sales PSG ≈78%; nD=14; and µ D≈-4.3%. CRM• Analytics technologies to • Analytics & modeling provide • Manage communities to identify/build communities around deep understanding of achieve specific goals or a given objective. structure & dynamics of business objectives. community interactions © 2011 IBM Corporation
  • 18. 18 © 2011 IBM Corporation
  • 19. Who are the Influencers? How genuine is their authenticity Copyright Influencer50. © 2011 IBM Corporation
  • 20. Finding the Influencer Measuring Social Influence © 2011 IBM Corporation
  • 21. The Phases of Influence ? How genuine is their authenticity Copyright Influencer50. © 2011 IBM Corporation
  • 22. Mapping the Influencer ECO System WHO HAS THE HIGHEST IMPACT ? Authority / reputation 100% 90% 80% 70% 60% 50% 40% Participation level 30% Relation 20% 10% 0% Phase buying decision (IBM SC) Business Media Affiliation © 2011 IBM Corporation
  • 23. Social Technologies Used in Point Processes Social network-based advertising Social computing and community forums achieved 70% ROI, outpacing lower customer and partner support costs. TV and Online marketing Location based social incentives One question viewed 37k times, saving ~$70k. Promotion Support Promotion Listening to buzz on Youtube and Crowdsourcing new product Crowdsourcing new features.Facebook led to creation of High Fructose and promotion ideas increases Reports $3M in revenue using Twitter Corn Syrup-free Hunts Ketchup customer loyalty to notify customers of deals Marketing Marketing Marketing, Promotion Connections-based employee social collaboration with over 500 cross-silo Sold 2.5 million kits communities. One generated 118 ideas leveraging social and Automotive industry exploring integrating social game techniques being implemented. capabilities to enhance car experience Internal Integrated Offering Integrated Offering 23 © 2011 IBM Corporation
  • 24. Customer Care and Insight Transforming how a Company Manages its Brands 30,000+ 2 billion+ Large consumer Issue discovered in enterprise 100000+ news feeds blog postings twitter activity sales and market-basket data discussio product company Losing share to a competitor in a key n forums topic identification market sentiment and brand association analysis Correlation and analysis of external (message boards, blogs, newsfeeds, tweets) and internal (customer calls, sales, ad spend, KPIs, etc.) to identify root causeMarketing Managers and other employees diagnose issue, develop solutions,make go/no -go decisions. Collaborative Reasoning decision tools structureprocess, populate with relevant data, support what-if predictive analyses.Question arises on whether shelf placement has changed.Query broadcast to supermarket field reps to crowdsource quick response,which is automatically tabulated, comments analyzed, insights extracted and fedback into decision space. IBM DIFFERENTIATOR: Ability to integrate and analyze internal enterprise and external data. © 2011 IBM Corporation
  • 25. Research Asset: Voice of the Customer AnalyticsManaged Service Providing Actionable Marketing Insights Enterprise Contact Points Customer Branch office Call Center Self Service IVR Agent Web Unstructured Structured Structured Data Call logs, Transcripts Customer/Product Agent Data Emails, Surveys Transaction Data Enterprise products and services Analytics Integrate and Analyze Structured and Unstructured Data Customer Intelligence Dissatisfaction Drivers Insights Process Understanding Agent Performance Sales Drivers“ helped us improve our operational efficiency and customer “ given us a tremendous differentiation in the market placesatisfaction. This enables us to take swift pro-active mitigation to realize significant business impact. This really provides usaction to improve the customer’s satisfaction and help our client an edge over many of our competitors who simply don‘t haveretain the customer “ the technology to deal with unstructured data..”Suppiah Karuppiah, Director and Senior PE, GM Cars Account Bill Payne, VP, CRM and Industries, GPS © 2011 IBM Corporation
  • 26. Visual Backchannel Monitoring Twitter activity Prototype: used at Lotusphere, USAID WorldJam, IOD, VizWeek 2010, etc.Trending terms on twitter fed to internal analytics to recognize problem and automatically create team for quick action © 2011 IBM Corporation
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  • 28. 28 © 2011 IBM Corporation