people
The Future of Social Business
Richard Margetic
@ByJove
Intuit Proprietary & Confidential
New Technology Introduced
Business response: Do we?
2
There are no
business
proof points...
Intuit Proprietary & Confidential
Time Passes
Business response: How do we?
3
Other
companies
are using itThey must
be fin...
Intuit Proprietary & Confidential
More Time Passes…
Business response: How do we optimize?
4
I’m convinced
it’s worth the
...
Supporting technologies proliferate
5
Sound familiar?
Intuit Proprietary & Confidential
Digital Social
is Not New
7
Usenet, ARPANET, LISTSERV,
BBS’s morphed into
AOL, Compuserv...
Intuit Proprietary & Confidential
MySpace dominated in 2006
8
Intuit Proprietary & Confidential
Inflection point
9
www.dstevenwhite.com
Intuit Proprietary & Confidential10
People Spent 6.7 Billion Hours
on Social Networks in October
2011
Minutes per day Spen...
Intuit Proprietary & Confidential
2011 to today
11
0
100
200
300
400
500
600
700
800
900
2011 2014
Twi er User Accounts
83...
12
Intuit Proprietary & Confidential
Social Matures as Business Tool
• Social is no longer seen as having to be mollycoddled ...
Intuit Proprietary & Confidential
Steps
Companies move from…
trepid endeavors,
to tentative investment,
to acknowledged be...
Intuit Proprietary & Confidential
Social Stages
Stage 1: Traditional
Marketing, customer support are delivered via traditi...
Social Commerce
Intuit Proprietary & Confidential
Relationships
are the
building
blocks of
both social
networks
and business Transparency
...
Intuit Proprietary & Confidential
Listen. Hear.
Intuit Proprietary & Confidential
Listening: Who, What, Where
Who Listening to who’s talking tells you who your advocates ...
Global Marketing
Social Drivers
1. Make meaningful connections based on
shared interests
2. Express themselves
3. Recognit...
Intuit Proprietary & Confidential
Four Engagement Types
Influencers
Ravers
Experts
Ranters
Highest Priority
Intuit Proprietary & Confidential
Influencers
Ravers
Experts
Ranters
Highest Priority
Four Engagement Types
Intuit Proprietary & Confidential
Future of social engagement
Weighted
Engage
ment
Community
Scoring
Brand Site
Ratings
Da...
Effective Social Commerce
…than
commercialize
social
It’s better to
socialize
commerce…
Measuring Social Impact
Intuit Proprietary & Confidential
Aggregate Enrich Collate Deliver
Dell’s Social Net Advocacy
Intuit Proprietary & Confidential
• Provides a single aggregated metric
(SNA) - net advocacy of social
conversations for e...
Intuit Proprietary & Confidential
Social Business Index: Overview of Structure
29
Social Business
Index
Mass –
Sub Index
V...
Intuit Proprietary & Confidential
Social Health Index: Current Look
30
1.42 1.42 1.42
1.44
1.48
1.41
1.25
1.15
1.04
0.98
0...
Intuit Proprietary & Confidential
Future of measuring
social business impact
• Social Business Index V2
• Connecting the c...
Intuit Proprietary & Confidential32
Source: Altimeter Social Data Intelligence
Intuit Proprietary & Confidential
Next Gen Tech
33
Sensors
Wearables
iBeacon
Internet-of-Things
Third Screen
Social Capita...
Thank You
Questions?
Future of social business
Future of social business
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Future of social business

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Presentation given at the Total Customer Experience Summit April 2014, this deck covers the history and future of social business, relationships impact on business development, and the paths business take on their social journey.

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  • Don’t listen merely to reply. Listen to understand.
  • The fundamental reasons people look to community relationships don’t change.
  • Aggregate all conversations pertaining to Dell / industry / competitorsFilter, categorize and determine sentiment using best-in class NLP and Text Analytics engineCalculate SNA -which represents overall brand advocacy and the advocacy behind individual contributing facets of the product / businessReal-time tool for tracking and monitoring SNA and actionable insights for business managers
  • Future of social business

    1. 1. people The Future of Social Business Richard Margetic @ByJove
    2. 2. Intuit Proprietary & Confidential New Technology Introduced Business response: Do we? 2 There are no business proof pointsWe don’t have time for it Traditional methods still work
    3. 3. Intuit Proprietary & Confidential Time Passes Business response: How do we? 3 Other companies are using itThey must be finding some value We have to do it to stay competitive Business response: Do we?
    4. 4. Intuit Proprietary & Confidential More Time Passes… Business response: How do we optimize? 4 I’m convinced it’s worth the timeIt’s definitely paying off Let’s invest more and do it right Business response: How do we?
    5. 5. Supporting technologies proliferate 5
    6. 6. Sound familiar?
    7. 7. Intuit Proprietary & Confidential Digital Social is Not New 7 Usenet, ARPANET, LISTSERV, BBS’s morphed into AOL, Compuserve, The WELL With the rise of the Web we got Theglobe.com, Geocities, Tripod
    8. 8. Intuit Proprietary & Confidential MySpace dominated in 2006 8
    9. 9. Intuit Proprietary & Confidential Inflection point 9 www.dstevenwhite.com
    10. 10. Intuit Proprietary & Confidential10 People Spent 6.7 Billion Hours on Social Networks in October 2011 Minutes per day Spend Socializing Offline
    11. 11. Intuit Proprietary & Confidential 2011 to today 11 0 100 200 300 400 500 600 700 800 900 2011 2014 Twi er User Accounts 835MM 75MM 0 100 200 300 400 500 600 2011 2014 Tweets 500MM 27MM 0 200 400 600 800 1000 1200 1400 2011 2014 Facebook Users 1.19B 350MM 0 5 10 15 20 25 30 35 2011 2014 Facebook Content/Week 33.25B 3.5B
    12. 12. 12
    13. 13. Intuit Proprietary & Confidential Social Matures as Business Tool • Social is no longer seen as having to be mollycoddled to survive. All elements of business are now inclusive of social – From unsure insights to actionable, real time analytics – Real time social data is predictive of NPS – Social activity as predictive of buying behavior (predictive modeling) – From broad training to targeted training
    14. 14. Intuit Proprietary & Confidential Steps Companies move from… trepid endeavors, to tentative investment, to acknowledged benefits, to embedded activity
    15. 15. Intuit Proprietary & Confidential Social Stages Stage 1: Traditional Marketing, customer support are delivered via traditional platforms. Social engagement and online conversations are not on the radar. Stage 2: Dabbling in silos Maverick employees break through and begin building and testing programs, but without formal structure. Stage 3: Operationalizing Empowered, centralized team begins to formalize and spread social engagement processes and principles across all brands. Stage 5: Fully engaged Full engagement brings breakthrough business results, increased loyalty, and decreases in marketing fluctuations. All BU’s have 360- degree view of the customer and can readily anticipate their needs. Customer engagement is in the brand DNA. Stage 4: Real results A centralized team exists, but more and more social engagement is being pushed to brands. Team base is engaged and competent, metrics are robust, and executive support is significant.
    16. 16. Social Commerce
    17. 17. Intuit Proprietary & Confidential Relationships are the building blocks of both social networks and business Transparency Trust Credibility Openness Care Sincerity
    18. 18. Intuit Proprietary & Confidential Listen. Hear.
    19. 19. Intuit Proprietary & Confidential Listening: Who, What, Where Who Listening to who’s talking tells you who your advocates are, your influencers, your ranters and your ravers. This forms the basis of all relationship marketing What What users are talking about gives you your marketing keywords, conversations, messaging points, identifies customer pain points, impacts search results. This is the basis of content marketing. Where Where customers are talking tells you which platforms you need to create a presence in, market to, amplify messages in and where to put your ad dollars 20 Relationship Marketing Paid Marketing Content Marketing
    20. 20. Global Marketing Social Drivers 1. Make meaningful connections based on shared interests 2. Express themselves 3. Recognition / rewards valued by the community 4. Get advice, validation, and assurance about decisions 5. Solve a specific problem (their own or someone else’s)
    21. 21. Intuit Proprietary & Confidential Four Engagement Types Influencers Ravers Experts Ranters Highest Priority
    22. 22. Intuit Proprietary & Confidential Influencers Ravers Experts Ranters Highest Priority Four Engagement Types
    23. 23. Intuit Proprietary & Confidential Future of social engagement Weighted Engage ment Community Scoring Brand Site Ratings Data Warehouse Site Analytics Suggestion Box Content Marketing Social 360 CRM Contact Center
    24. 24. Effective Social Commerce …than commercialize social It’s better to socialize commerce…
    25. 25. Measuring Social Impact
    26. 26. Intuit Proprietary & Confidential Aggregate Enrich Collate Deliver Dell’s Social Net Advocacy
    27. 27. Intuit Proprietary & Confidential • Provides a single aggregated metric (SNA) - net advocacy of social conversations for easy monitoring and tracking Aggregated Metric • Gives the ability to drill-down for various aspect of the business in order to uncover positive and problem areas Drill-down and Uncover insights • Enables conversations of interest to be sliced/diced by categories and delivered to different business managers Targeted Listening SNAP 2 8
    28. 28. Intuit Proprietary & Confidential Social Business Index: Overview of Structure 29 Social Business Index Mass – Sub Index Velocity – Sub Index Quantity Quality Speed Direction Social Web Visits FMS Web Visits NPS Research Metrics MMM Now Next Business Metrics SocialNetworks Sentiment
    29. 29. Intuit Proprietary & Confidential Social Health Index: Current Look 30 1.42 1.42 1.42 1.44 1.48 1.41 1.25 1.15 1.04 0.98 0.93 0.93 0.99 0.99 0.92 0.89 0.85 0.87 0.89 0.88 0.87 0.82 0.77 0.72 0.65 0.66 0.71 0.73 0.78 0.85 0.90 0.98 0.95 0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 Strong metrics from initial campaign Some decline as engagement relative to reach isn’t sustained; Reach is paid, not getting engagement Measures taken to address score reduction
    30. 30. Intuit Proprietary & Confidential Future of measuring social business impact • Social Business Index V2 • Connecting the customer offline to online • Connecting cross device • Actual influence models rather than algorithmic ones • Fractional Attribution Models • Integration of social and enterprise data 31
    31. 31. Intuit Proprietary & Confidential32 Source: Altimeter Social Data Intelligence
    32. 32. Intuit Proprietary & Confidential Next Gen Tech 33 Sensors Wearables iBeacon Internet-of-Things Third Screen Social Capital Vanishing footprints Social Network Analysis 360 Customer View Quantified Self Digital Convergence Digital/Physical Blur Online Fractional Attribution Contextual Marketing 3d Printing Distributed Problem Solving Business Drones Personal Robotics
    33. 33. Thank You Questions?

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