Introduction to Value and productivitythrough Social Technologies
In just a few years, the use ofSOCIAL TECHNOLOGIES has become a sweepingcultural, social, and economic phenomenon.
SOCIAL TECHNOLOGIES literally changed how millions of people live.
Social technologies have captured the imagination of consumers, business leaders, and politicians.Governments have fallen because citizens organized themselves using social technologies.Social technologies have become a fixture of modern life – in private, public, and commercial spheres.
Companies of all kinds have started to use social technologies as a way to win customers, improve performance, and advance their mission.People have adopted new behaviours: transferring social interactions online, forming connection, and creating and sharing content.
If you still have a question Why should I care?
“Social Technologies”is the products and services that enable socialinteractions in the digital realm , and thus allowpeople to connect and interact virtually. These are information technologies that provide distributed rights to communicate, and add, modify, or consume content.
“Social Technologies”include technologies that also have been described as “social media”, “Web 2.0”, and “collaboration tools”. “Social” is a feature, not a product! Social feature can be applied to almost any technology that could involved interactions among people.
Social technologies include a broad rangeof applications that can be used both by consumers and enterprises
Social technologies today ...> 1.5 billionNumber of social networking users globally Proportion of total online users who 80% interact with social networks regularly Proportion of companies70% using social technologies Proportion of companies using social technologies 90% that report some business benefit from them 28 Hours Time each week spent by knowledge workers writing e-mails, searching for information, and collaborating internally
...and their untapped potential$900 billion – 1.3 trillionAnnual value that could be unlockedby social technologies in four sectors Share of consumer spending that 1/3 could be influenced by social shopping Potential value from better enterprise communication and 2x collaboration compared with other social technology benefits Share of companies that derive substantial benefit from social technologies across all 3% stakeholders: customers, employees, and business partners
Business are changing their behaviours as well.While social technologies have swept through popular culture and are being adopted across industries, business have only just begun to understand how to create value with this new tools
Adoption of social technologies across industries
Despite this rapid adoption of socialtechnologies, far more growth lies ahead. In enterprise, there is still plenty of growth potential. Fortune 500: 62% use microblogging; 58% have presence on social networks; only 23% have public blogs. Furthermore, 31% of Fortune500 companies had no social media presence at all in 2011.
Web 2.0 tools are used acrossfunctions and employee types
Marketing remains the most common business application ofsocial technologies, used by 79% of companies in 2011. More than half of companies use social technologies in sales, and nearly half use social technology in IT operations. Within marketing, the leading use is generating consumer insights, for use in advertising and promotion as well as in product development. In sales, companies are using data from social platforms to fine-tune demand forecasting.
ValueEarly use of social technologies, when these ways of interacting are applied to commercial and professional activities (e.g. Developing and selling products, working together to solve a business problem), the resulting value creation is impressive.
Potential value and ease of capture vary across industries
10 ways social technologies are adding Value1. Co-Create Products: Companies using social platforms can crowd source ideas from their consumer community (product ideas, evaluation of the ideas by the crowd, consumers submitting designs).2. Demand Forecasting: Through multiplying the potential sources of information about demand, companies can obtain more accurate and granular data.3. Distributing Business Processes: Companies such as TomTom and Google Maps are using inout from users to locate and qualify mapping errors and the latest updates to road networks.
10 ways social technologies are adding Value4. Market Research: There are now tools that can measure sentiment as it happens that allows companies to see if the latest feedback about a product is positive or negative. Brand health can be now checked by the “Chatter” tone online.5. Marketing Communications: communication that is effectively close to zero cost and provides feedback in minutes. You can see what types of marketing communications are engaging and what aren’t.
10 ways social technologies are adding Value6. Lead Generation: the power of social networks to attract customers and drive inbound inquiries. Displaying a companies expertise via blogs and online whitepapers and ebooks are transforming how professional services companies market their business.7. Social Commerce: All of us listen to the recommendations of friends and family and social commerce allows companies to make it easy for their consumers to share what they have bought or “like”.8. Customer Care: Agencies and larger brands are monitoring social media channels with community managers who monitor social networks such as Facebook to turn customer care problems into opportunities to impress customers with the speed of the response.
10 ways social technologies are adding Value9. Collaboration: Social technologies are improving organizational performance by making collaboration and co-creation efficient both internally and with external suppliers and partners.10. Matching Talents to Roles: Social platforms such as LinkedIn (Facebook is also coming soon, but there is a popular APP “Branch out” & “Class door”) provide insights into people’s skills, passions and interests that provide a more complete picture of a candidate than a one dimensional resume will ever achieve.
Communication & Collaboration2/3 of the value creation opportunity afforded by social technologies lies in improving communication and collaboration within and across enterprise.It can raise the productivity of knowledge workers by 20-25% if they become fully networked enterprise.Social technologies are used by all interaction workers for all relevant activities and that the time that they save in communicating, finding information, and collaborating is then applied to highly productive use.(For more information – Appendix 1 «Ways of social collaboration”)
ValueAs a niche company we can capture additional consumer surplus (in the form of better product and lower prices) through the deeper customer insights generated by social technologies and the greater transparency that online communities provide.Finally, social technologies can empower our company to form communities of interest around specific issues or causes, providing societal benefits. (e.g online quize, trainings, tests).
Company’s characteristics:Social networks can add value to almost any business but companies that will benefit most from social technologies will have these characteristics:• High percentage of knowledge workers• Business success is dependent on brand recognition and consumer perception• Need to build credibility and trust to sell their products and services• Digital distribution of products and services• Experiential or inspirational products and services
Supporting a variety of processesCompanies use these tools to scan the external environment for new ideas.Also different technologies are better suited to specific types of business processes, as the accompanying heat map shows.Social networking and blogs, in particular, are used most heavily in externally focused processes that gather competitive intelligence and support marketing efforts.
Capturing the full potential value from the use of social technologies will require transformational changes in organizational structures, processes, and practices, as well as a culture compatible with sharing and openness. The greatest benefit will be realized by organizations that have or can develop open, non-hierarchical, knowledge-sharing CULTURES.
Actions to get the process underway:• Identify critical business gaps that requires social interactions and timeline.• Evaluate current web presence services that can be leveraged to support social media integrations and automate the publishing contents.• Consider budget needs versus budget capabilities for social media branding, subscription, & advertisement within social media platforms.
Social Technologies- is not just another IT implementation. It is a tool to improve communication and collaboration.- is not a panacea for all business challenges, and in themselves cannot transform business performance. BUT BUT BUT BUT
Nearly a half of professionals surveyed across world said that business that do not use embrace social media will not survive.
Social StrategyIntegrate social technologies into the daily workflow and become more networked.What is your role? Participate!
For me.• In many instances, this is just another cost versus benefit exercise. Most of the Small/Medium business IT are internal resource limited and it is prudent to outsource certain support services, such as developing a web strategy for website development [design/hosting, Search engine optimization (SEO), Information architecture (IA), User experience engineering(UXE), content development]. On the other hand, those Business/IT/marketing teams with established network support groups and comprehensive management capabilities may elect to do the job themselves in Enterprise business environment. There is no one right or wrong answer, it depends on specific environments.• Conversely, if outsourcing is a viable option, there are scores of vendors interested in obtaining small, medium and enterprise business. Social media integration services is a growing market within website development industry and the list of vendors includes small companies in just matter of click in Google search providing service offerings such as Website hosting, development, content management, outsourced marketing, help-desk, technical support, etc.
• To get the social media technologies integration process started business/IT leaders should take the following actions (Refer to the below social media landscape to select the required platform for your business):• Identify Social media Integration support goals and objectives• Determine social media presence and targeted audience, market, locations, age group for the next twelve months.• Decide if outsourcing the website re-design, SEO, social branding, content publishing is a better solution than internal support services (For small and medium business its better to outsource as cost factor).Cлед.слайд – Соц.медиа ЛЕНДСКЕЙП