The Journey of Going Google
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The Journey of Going Google

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The steps in the journey to a new way of doing business on the internet, call it "Going Google" or "going social" if you prefer or "going collaborative" or "going community".

The steps in the journey to a new way of doing business on the internet, call it "Going Google" or "going social" if you prefer or "going collaborative" or "going community".

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  • 1. The Journey of going Bob BarkerThe Google+Business Network March 2013
  • 2. Bob Barker
  • 3. SocietalCan I have an upgrade? adoption of internet and social technologies “Social Media is the next phase of humanity” Deepak Chopra September 2012
  • 4. SocietalBusiness as usual adoption of internet and social technologies Invisible Flat Boiling Out of date Slow Frogs Not really or no growth Systems Struggling to online/social - no difficult to attract Uncompetitive keep up with content to share new customer & Expensive pace of change
  • 5. SocietalMind the gap adoption of internet and social technologies Big Data Social Unseen Gap Emerging ‘Corporate Spring’ Cloud required? Mobile Invisible Flat Boiling Out of date Slow Frogs Not really or no growth Systems Struggling to online/social - no difficult to attract Uncompetitive keep up with content to share new customer & Expensive pace of change
  • 6. The Journey New way of Growing New way of marketing New way of working A new way ofNew way ofthinking doing business
  • 7. The Journey New way of Growing New way of marketing New way of working A new way ofNew way ofthinking doing business
  • 8. Google+Stages The Model New way of STRATEGIC Growing GOOGLE New way of EXTERNAL marketing GOOGLE New way of INTERNAL working GOOGLE New way of GOOGLE.COM thinking©This is the intellectual Property of Bob Barker and Thomas Power
  • 9. Google+Stages The Outcomes MOVE SHARE PRICE STRATEGIC MORE TRUST GOOGLE MAKE MONEY EXTERNAL MORE CLIENTS GOOGLE SAVE MONEY INTERNAL MORE PRODUCTIVE GOOGLE DIGITAL MINDSET MOBILE FIRST GOOGLE.COM©This is the intellectual Property of Bob Barker and Thomas Power
  • 10. Google+Stages The Roles CEO/FPR/COMMUNITY STRATEGIC GOOGLE CMO/CSO/BRAND EXTERNAL GOOGLE CFO/COO INTERNAL GOOGLE NOT CIO/CTO GOOGLE©This is the intellectual Property of Bob Barker and Thomas Power
  • 11. Google+Stages A new way of thinking New way of thinking©This is the intellectual Property of Bob Barker and Thomas Power
  • 12. Google is to the Web what Microsoft was to the PC©This is the intellectual Property of Bob Barker and Thomas Power
  • 13. A change in mindset Institutional Network Thinking Thinking Open Closed Random Supportive Selective Controlling©This is the intellectual Property of Bob Barker and Thomas Power
  • 14. Google+Stages The Mindset ORS/ORC STRATEGIC GOOGLE LeadORS Levels OSC/OSS EXTERNAL GOOGLE CSC/CRC INTERNAL GOOGLE CSS/CRS GOOGLE.COM©This is the intellectual Property of Bob Barker and Thomas Power
  • 15. Google+Stages New way of working New way of GOOGLE.COM thinking©This is the intellectual Property of Bob Barker and Thomas Power
  • 16. Human Media
  • 17. Communities
  • 18. Circles
  • 19. Google+Stages The Transition Required New way of working What’s the ROI? IT DEPARTMENT & FINANCE What we have works New way of GOOGLE.COM thinking©This is the intellectual Property of Bob Barker and Thomas Power
  • 20. IT is going…into the cloud Based on social technologies Top Trends for 2013 Cloud Computing – replaces traditional IT Personal Cloud – replaces the Personal ComputerIntegrated Ecosystems – lower cost and no hardware
  • 21. Microsoft Estate
  • 22. Webex Minutes
  • 23. Hardware and IT costs
  • 24. Device Costs½
  • 25. Businesses are going social20-25% potentialimprovement in Knowledge worker productivity
  • 26. Google+Stages New way of marketing New way of INTERNAL working GOOGLE New way of GOOGLE.COM thinking©This is the intellectual Property of Bob Barker and Thomas Power
  • 27. Marketing’s gone social Online word of mouth “Social media is about Out of (your) control being trustable” Don Peppers 1:1 Group©This is the intellectual Property of Bob Barker and Thomas Power
  • 28. Selling’s going social Selling is friending
  • 29. Google+Stages The Transition Required New way of marketing We’ve got MARKETING & AGENCY it covered New way of INTERNAL working GOOGLE What’s the ROI? IT DEPARTMENT & FINANCE What we have works New way of GOOGLE.COM thinking©This is the intellectual Property of Bob Barker and Thomas Power
  • 30. We’ve got in covered The girl that does the Twitter
  • 31. Don’t worry we (the agency) will do it for you The bloke in the agency that does your social media
  • 32. Google+Stages The IMPACT = not social Tick box Social marketing MARKETING & AGENCY New way of working What’s the ROI? IT DEPARTMENT & FINANCE What we have works MISSED THE POINT©This is the intellectual Property of Bob Barker and Thomas Power
  • 33. Google+Stages Why you need to go on the Journey New way of EXTERNAL marketing GOOGLE New way of INTERNAL working GOOGLE “Marketing is far to important to be left New way of to the marketing GOOGLE.COM department” thinking David Packard, Founder HP©This is the intellectual Property of Bob Barker and Thomas Power
  • 34. CEO’s are going social
  • 35. Traditional Customer Engagement Point of Ads Purchase DM Contact After Cross Centre Sales Sales Sales Email PR Long Traditional multi level sales Cross sell opportunities based funnel On company push campaigning©This is the intellectual Property of Bob Barker and Thomas Power
  • 36. Social Customer Engagement Point of Purchase Social Search Conversations Content in Context Create Customer Community Transactions Real time response Short sales funnel based on Customers sell to themselves conversations & participation Based on social activity©This is the intellectual Property of Bob Barker and Thomas Power
  • 37. Google+Stages The Behaviours New way of Growing New way of EXTERNAL marketing GOOGLE We’ve got MARKETING/AGENCY it covered New way of INTERNAL working GOOGLE What’s the ROI? IT DEPARTMENT What we have works New way of GOOGLE.COM thinking©This is the intellectual Property of Bob Barker and Thomas Power
  • 38. Google+Stages The Behaviours New way of STRATEGIC Growing GOOGLE We don’t MANAGEMENT believe you, prov e it. New way of EXTERNAL marketing GOOGLE We’ve got MARKETING/AGENCY it covered New way of INTERNAL working GOOGLE What’s the ROI? IT DEPARTMENT What we have works New way of GOOGLE.COM thinking©This is the intellectual Property of Bob Barker and Thomas Power
  • 39. Share PriceSocial and Share Price Correlation
  • 40. TrustabilityA Trustable company ScoreFollows the Golden Rule toward customers and builds acorporate culture around that principleDesigns its business to ensure that what’s best for thecustomer is financially better for the firm , overallFollows through on the spirit of what it promises byproactively looking out for customers interestsRecognizes that what people say about the brand is farmore important than what the company saysSeeks to ensure that customers want to remain loyalbecause they trust the firm to act in their interestUses customer analytics to balance current profits againstchanges in actual shareholder valueSOURCE: Peppers and Rogers
  • 41. Rising tide effect on people potential • Better informed workforce – to keep up with Global competition • Better connected workforce – internally, to react to the speed of business • Better networked workforce externally – all little black books connected = easier to generate new business • knowledge workers build social capital intelligence to create community/content • Build network thinking to foster innovation©This is the intellectual Property of Bob Barker and Thomas Power
  • 42. Community – so much more than a user base • Customer Community – Members buy more – Members share more – Members create more • Employee Community – Innovation flow • Support Community – Quality of response – Reduction in own support infrastructure • Global Community – Crowd Sourcing©This is the intellectual Property of Bob Barker and Thomas Power
  • 43. The other journey… Business Personal©This is the intellectual Property of Bob Barker and Thomas Power
  • 44. Google+Stages The Personal Journey CONTRIBUTION STRATEGIC GOOGLE Can’t get my head around it Network Competence REPUTATION EXTERNAL GOOGLE Too fluffy Too Busy Information Competence PARTICIPATION INTERNAL GOOGLE Lack of skills/never Technology Competence learnt NOT NOTINTERESTED WEB ENABLED©This is the intellectual Property of Bob Barker and Thomas Power
  • 45. Google Makeover Personal Computer to New way of Organize your Personal Cloud growing communities New way of Organize marketing your content New way of Organize working your cloud New way of Organize thinking your devices©This is the intellectual Property of Bob Barker and Thomas Power
  • 46. Google+Stages The Outcomes MOVE SHARE PRICE STRATEGIC MORE TRUST GOOGLE MAKE MONEY EXTERNAL MORE CLIENTS GOOGLE SAVE MONEY INTERNAL MORE PRODUCTIVE GOOGLE DIGITAL MINDSET MOBILE FIRST GOOGLE.COM©This is the intellectual Property of Bob Barker and Thomas Power
  • 47. Google+Stages The Business Case Tool By Industry New way of Growing Other New way of Business Benefits marketing Social Media New way of Value working End User New way of Productivity thinking IT Savings©This is the intellectual Property of Bob Barker and Thomas Power
  • 48. ‘Going Social/Google’ is a Rising Tide Strategy The Impact - it effects the whole firm MOVE SHARE PRICE MORE TRUST STRATEGIC GOOGLE MAKE MONEY EXTERNAL MORE CLIENTS GOOGLE SAVE MONEY INTERNAL MORE PRODUCTIVE GOOGLE DIGITAL MINDSET MOBILE FIRST GOOGLE.COM Social media is important to your whole company. Your approach has to be Enterprise wide Mark Gindeland, CMO TeleTech©This is the intellectual Property of Bob Barker and Thomas Power
  • 49. Google+Stages The Tasks: New way of Growing STRATEGIC GOOGLE ✔ ✔ ✔ New way of Marketing EXTERNAL GOOGLE ✔ ✔ ✔ New way of Working INTERNAL GOOGLE ✔ ✔ ✔ New way of Thinking GOOGLE.COM ✔ ✔ ✔©This is the intellectual Property of Bob Barker and Thomas Power
  • 50. Google+Stages The Products New way of Growing Big Data - Growth STRATEGIC GOOGLE G+Communities, Wallet, Maps Big Query ✔ ✔ ✔ New way of Marketing Social – Front office EXTERNAL GOOGLE G+ Circles & Communities (External) SMM – Wildfire, Search/PPC, Analytics YouTube ✔ ✔ ✔ New way of Working Cloud – Back Office APPs, GMail , Calender , Docs, Drive, INTERNAL GOOGLE G+Hangouts, G+ Communities & Circles (Internal) ✔ ✔ ✔ New way of Thinking Mobile - Individual, BYOD GOOGLE Devices - Android, Nexus, Chrome Book Browser - Chrome ✔ ✔ ✔ Cloud - business and personal©This is the intellectual Property of Bob Barker and Thomas Power
  • 51. The Journey Let us be your guides New way of Growing New way of marketing New way of working New way of thinking©This is the intellectual Property of Bob Barker and Thomas Power
  • 52. Join us on the Google+ Business Network Bob Barker email – rjbarkeruk@gmail.com Mobile: +44 7768 936916