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Dion Hinchcliffe Enterprise 2.0 Summit 2013 Paris Keynote
 

Dion Hinchcliffe Enterprise 2.0 Summit 2013 Paris Keynote

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This presentation belongs to Dion Hinchcliffe of Dachis Group. PR Blogger has no rights regarding change and editing this presentation. PR Blogger has asked the author for the right to publish this ...

This presentation belongs to Dion Hinchcliffe of Dachis Group. PR Blogger has no rights regarding change and editing this presentation. PR Blogger has asked the author for the right to publish this presentation within a certain blog post.

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    Dion Hinchcliffe Enterprise 2.0 Summit 2013 Paris Keynote Dion Hinchcliffe Enterprise 2.0 Summit 2013 Paris Keynote Presentation Transcript

    • The State of E2.0/ Social Business
    • Introduction Spring 2012 Dion Hinchcliffe •• Chief Strategy Officer http://dachisgroup.com • mailto:dion.hinchcliffe@dachisgroup.com • ZDNet’s Enterprise Web 2.0 • http://blogs.zdnet.com/Hinchcliffe • InformationWeek’s Social Business By Design • http://informationweek.com/thebrainyard • : @dhinchcliffe® 2012 Dachis Group 2
    • Social has been around for a while now
    • Telephone 1890
    • Internet Email & Websites 1993
    • Change is speeding up... Life Expectancy of S&P 500 CompanyPace of Technology Change
    • Blogs 2003 Web 2.0 2004 Social Media 2005 Enterprise 2.0 2006Social Business 2008 #CX 2012
    • All to create better and more meaningfulconnections with each other.
    • What do these changes have in common?
    • transactions engagement
    • CORPORATIONS ARE ONLY SLOWLYADAPTING TO THE ERA OF ENGAGEMENTSTATISTICS ON ADOPTION The Adoption Rates of E-mail, Social Networks, and #SocBiz 1B 100% projected 750M 75% Enterprises Percent of imate high est 50% 500M e low estimat 25% 250M 2006 2007 2008 2009 2010 2011 Consumer Social E-mail Enterprise 2.0 Networks Sources: comScore, Hitwise, and The Radicati Group, Forrester, APC, Intellicom, Neilsen Norman Group, Social Business Council, NetStrategy/JMC
    • Dachis GroupThe Backdrop:Priorities of BusinessLeaders for 2013(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 14
    • Dachis GroupThe channel shift has been global & swift From: Social Business By Design, 2012 1.3 billon 5 years(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. people 15
    • But many companiesare still just doing what used to work.
    • Investing in EngagementWe spend a LOT to try to achieve it...$ 600B A Year
    • What we’ve learned:Social Is the Ideal Platform to Engage@Scale
    • What happens when we don’t?
    • What happens when you do? A fading product line, catapulted to #1 in its category within 90 days.
    • Can be used to drivebusiness outcomes in scale: Workforce Optimization Marketing Customer Retention Customer Care Product Development
    • Scale, Data, and an Interactive MediumCreates opportunity for insight and engagement business value Awareness Passion Mindshare Advocacy THE ENGAGEMENT PROGRESSION
    • Bigger staffs #FAILYou can’t staff into capitalizing on engagement @ scaleA staff of 11
    • ANOTHER WAYOF LOOKINGAT THIS World YOUR COMPANY Your Enterprise Social Media Effort ©2012 DACHIS GROUP 24
    • Have we learned another another approach?
    • Let The Network Do The Work...
    • The NetworkHas The BulkOf the Peopleand Data... ©2012 DACHIS GROUP 27
    • To engage @ scale, we’ve learned to mobilize our constituentsExtending your reach® 2011 Dachis Group. Confidential and Proprietary
    • Organize our employees EmployeesOrganize youremployees toengage withthe market...® 2011 Dachis Group. Confidential and Proprietary
    • Coordinate our partners Partners... thencoordinateyour partnersto engage withthe market...® 2011 Dachis Group. Confidential and Proprietary
    • Activate our advocates Advocates...then activateyour advocatesto engage withthe market® 2011 Dachis Group. Confidential and Proprietary
    • Engagement @ Scale All coordinated and working together to understand their own goals and their contribution to® 2011 Dachis Group. Confidential and Proprietary performance
    • With Real and Lasting Business Value Text
    • Dachis GroupFully social organizations get outsized benefits Source: 2011 McKinsey Web 2.0 Survey Only fully social organizations can tap into the $1.3 trillion social business opportunity(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 34
    • Dachis GroupThe problem?• 96% of internal and external social business efforts are not connected- Source: , August, 2012• Yet that’s where the most ROI is, by far(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 35
    • Dachis GroupThe Lesson: Social engagement is... part of a single continuum... one unified ecosystem Social Busine enterp rise ec s osyste s m rnet t ane Inte customers + extr world t ane business partners intr Social integr ated Innovation Crowdsourcing vision workers Social Marketing Social CRM Customer Communities Social Workforce (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 36
    • Dachis GroupSo how are we faring today?• 85% of organizations now have social technology of some kind deployed broadly• Only 18% report they are a “great success” so far- Source: InformationWeek 2013 Survey• 37% of companies report that they will have social media used regularly across their entire business in 2013.• 9% expect it to be fully integrated into their operations.- Source: AIIM Report 2012(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 37
    • Dachis GroupOther key data points• About half of the companies rated as “effective” with social media said it was integral to their company’s strategy- Source: Harvard Business Review, 2012• 46% of companies globally are planning to increase their investment in social media• Only 22% of middle managers feel propertly prepared to incorporate social media into their work.- Source: IBM 2012 Social Business Survey• 52% of executives say social business is important to the companies today.• 86% say it will be vital in three years.- Source: MIT Sloan Management Review 2012 Global Executive Study(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 38
    • Dachis Group(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 39
    • Dachis GroupOther Major Trends(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 40
    • Dachis GroupWhat didn’t really happen? Social Business Standards(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 41
    • Dachis GroupThe ability to process our social data is the current breakthrough... Big Data: The Moving Parts Increasing Age & Maturity Hadoop Hive unsupervised learning Vertica SciPy social media analytics MapReduce sentiment analysis Mahout Esper predictive modeling MATLAB Business kdb BPO BI Objectives Revolution R Greenplum network analysis ETL Netezza SPSS AMPL visualization ECL Teradata SAS simulation Fast Data Big Analytics Deep Insight From http://blogs.zdnet.com/Hinchcliffe the growth of data will be exponential for the foreseeable future terabytes petabytes exabytes zettabytes the amount of data stored by the average company today (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
    • Dachis GroupWe are getting better organized for social in scale(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 43
    • Dachis Group Industry: Financial ServicesHarnessing customer advocates to drive high impact Live Community. - 7.5 million social support users per year - 20 million of social support transactions a year.) - Used extensively in multiple product lines in their SMB division. • Long struggled to use software to compete with live human beings (H&R Block, the previous #1 tax preparer) – Decided to collaborate with customers to help support their users during an extremely time intensive yearly process: tax season – New process allowed anyone, either workers or customers, to answer customer support questions in real-time – Dramatically lowered abandonment of the product and made TurboTax the #1 service in the space for the first time(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
    • Dachis Group “We have a very specific, very Legal Industry: Case Study educated group of people who are going through the biggest crises of their lives, all with the same needs, • Roberts & Durkee all needing the same information… • A Florida based law firm and I needed to be able to get that specializing in product information out in public very liability, construction defects & quickly.” commercial & insurance litigation • Wanted to get the word out about the 2001 China toxic drywall situation • Employed a sophisticated multi-channel social media outreach program • Social media discussions of the issue led to high SEO and stream of prospects needing help • Led to over hundred major new cases in a short time • “We get about half of our new cases through our blog.” - David Durkee, Managing Partner(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
    • Dachis GroupThree Large Scale Employee Operations Examples• SAP - 2.5M customers, 400 employees - Cited as strategic growth factor• Sprint - 2000+ employee advocates - Key to amplifying marketing• Dell - 3,500+ employee advocates - Key to customer care, grassroots marketing(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved.
    • How Companies Develop Social Leaders SOCIAL SOCIAL MEDIA TRAINING ANALYTICS AND CERTIFICATION EXISTING ROLESINTERACTING WITH THE PUBLIC CALLS TO ACTION ©2012 DACHIS GROUP 47
    • Social Business Maturity: What It Looks Like(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 48
    • Dachis Group1 -- The virtuous engagement loop (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 49
    • Dachis Group2 -- Filtering social activity Business Relevancy (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 50
    • Dachis Group3 -- Real-time Analysis Understand the Business Context & Priority of Relevant Conversations (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 51
    • Dachis GroupData-Driven Engagement: A High-Impact Example T-Mobile wanted to get out ahead of customer defections to The Story: other carriers. They needed an accurate and scalable source of information. They looked to social media. The firm integrated big data across their IT systems, using near The Results: real-time the analysis of 33M customer data records, web logs, billing data and social media information. The result: The company was able to cut customer defections in half in a single quarter. Cut customer defections in half in 90 days. Source: Financial Times ® 2010 Dachis Group. Confidential and Proprietary 52
    • Dachis Group4 -- Community Management Operations (cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 53
    • Dachis Group5 --Transformation Efforts Grow in Size ~8% of companies have dedicated social business CoEs(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 54
    • Dachis Group6 -- Building Processes for Scale(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 55
    • Dachis GroupEngagement at Scale: A High-Impact Example H&R Block learned in the weeks prior to April 15th, every The Story: question that is not answered immediately was a lost sale. Harnessed 1,000 tax professionals for Q&A in the “Get It Right” social media campaign. The effort secured 1,500,000 unique The Results: visitors and answered 1,000,000 questions. Created an operational hub to dispatch the advocates by listening and filtering continuously on Twitter and Facebook. Increased overall sales that season by 15%. Created a scaled brand Source: AdWeek connection with millions. See the Intuit Example in #Socbiz By Design ® 2010 Dachis Group. Confidential and Proprietary 56
    • Dachis Group7 -- Closing the Feedback Loop on Engagement(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 57
    • Dachis Group • The digitally disruptive CXO willWhat All This Means have social competency & data supremacy. • Corollary: Investment in data- driven operations/COEs must be a first-class citizen • Social business will look more and more like other business functions • Barriers between social silos must come down • The worker/customer experience is becoming centered around extended multi-channel conversations • Companies must be ready at each touchpoint to engage - Have social capital? - Have #bigdata-powered ops? - Have performance managed engagement? • You need all three to succeed.(cc) 2013 Dachis Group. Creative Commons. Some Rights Reserved. 58
    • Thank You