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AusLUG2012Meet.Share.Learn29th & 30th March, Melbourne, Victoria, AustraliaWalter Adamson| Principal | KINSHIP digitalwww....
Meet.Share.Learn Slide 2 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011The Promise1...
Meet.Share.Learn Slide 3 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Who are you?Expert?Enterprise?Partner?...
Meet.Share.Learn Slide 4 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011This is not ...
Meet.Share.Learn Slide 5 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011Contents – s...
Meet.Share.Learn Slide 6 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011Why enterpri...
Meet.Share.Learn Slide 7 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG20127
Meet.Share.Learn Slide 8 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011Why enterpri...
Meet.Share.Learn Slide 9 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011What is soci...
Meet.Share.Learn Slide 10 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011What is soc...
Meet.Share.Learn Slide 11 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011What is soc...
Meet.Share.Learn Slide 12 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012State of social landscapeIn the last ...
Meet.Share.Learn Slide 13 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012State of social landscapeAustralia 20...
Meet.Share.Learn Slide 14 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012State of social landscape14
Meet.Share.Learn Slide 15 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011Contents – ...
Meet.Share.Learn Slide 16 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG201216
Meet.Share.Learn Slide 17 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011It’s compli...
Meet.Share.Learn Slide 18 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011It’s compli...
Meet.Share.Learn Slide 19 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011It’s compli...
Meet.Share.Learn Slide 20 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Methodology20Strategy formulating pol...
Meet.Share.Learn Slide 21 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG201221StrategyArchitectureGovernanceMonit...
Meet.Share.Learn Slide 22 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG201222
Meet.Share.Learn Slide 23 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Social StrategySocial GovernanceNot j...
Meet.Share.Learn Slide 24 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Social Architecture • 65% of Global 1...
Meet.Share.Learn Slide 25 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Social Business Intelligence(Social A...
Meet.Share.Learn Slide 26 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Communities26ParticipatingListening, ...
Meet.Share.Learn Slide 27 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG201227ParticipatingManagedOwnedParticipat...
Meet.Share.Learn Slide 28 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012281.Assess2.Strategise3.Create4.Prote...
Meet.Share.Learn Slide 29 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011Contents – ...
Meet.Share.Learn Slide 30 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for enterprise ITYou’ve done thi...
Meet.Share.Learn Slide 31 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for enterprise ITFederated ITStr...
Meet.Share.Learn Slide 32 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for enterprise ITDigital Council...
Meet.Share.Learn Slide 33 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for enterprise ITSM Centre of Ex...
Meet.Share.Learn Slide 34 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for enterprise ITDon’t invest at...
Meet.Share.Learn Slide 35 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for PartnersAre you social?You c...
Meet.Share.Learn Slide 36 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for PartnersUse IBM’s social res...
Meet.Share.Learn Slide 37 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for PartnersUnderstand client li...
Meet.Share.Learn Slide 38 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for PartnersUnderstand social in...
Meet.Share.Learn Slide 39 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for PartnersApply social intelli...
Meet.Share.Learn Slide 40 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011ConclusionS...
Meet.Share.Learn Slide 41 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011ContactWalt...
Meet.Share.Learn Slide 42 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012If you are not social then you do not...
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Joining the dots from Social Strategy to Social Analytics: And Why you Should Care

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Joining the dots between social strategy, governance, architecture, communities and social analytics.
- For CIOs, see clearly how to become an innovator and thought-leader in social business by repurposing skills and knowledge long held in enterprise IT.
– For enterprises, this will help IT position cross-organisational social business initiatives, including for marketing, sales, support, innovation and HR;
– For Partners, it will aid them in understanding customer priorities in social, and in developing and positioning social business proposals.

[A presentation given to Australian Lotus Users Group Annual Conference 2012].

Alt: The CIO leadership role in Social Business Transformation

Published in: Business, Spiritual
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Transcript of "Joining the dots from Social Strategy to Social Analytics: And Why you Should Care"

  1. 1. AusLUG2012Meet.Share.Learn29th & 30th March, Melbourne, Victoria, AustraliaWalter Adamson| Principal | KINSHIP digitalwww.kinshipdigital.com | @adamsonJoining the dots from SocialStrategy to Social Analytics:And Why you Should Care.1
  2. 2. Meet.Share.Learn Slide 2 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011The Promise1. The state of the social landscape;2. Joining the dots between social strategy,governance, architecture, communities and socialanalytics.– For enterprises, this will help IT position cross-organisational social business initiatives, including formarketing, sales, support, innovation and HR;– For Partners, it will aid them in understandingcustomer priorities in social, and in developing andpositioning social business proposals.2
  3. 3. Meet.Share.Learn Slide 3 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Who are you?Expert?Enterprise?Partner?Social?If you’re not socialthen you don’t exist!3
  4. 4. Meet.Share.Learn Slide 4 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011This is not going to help you use:× Facebook× Twitter× Linkedin× Youtube× Flickr or Instagram× Wordpress, Tumblr orPosterous× Google Plus× Delicious or StumbleUpon× Pinterest× Eventbrite, Meetup or Storify× Mailchimp× Mobile apps× etc.4
  5. 5. Meet.Share.Learn Slide 5 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011Contents – state of play5Why enterprises careWhat is social business?State of the social landscape
  6. 6. Meet.Share.Learn Slide 6 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011Why enterprises care - businessBy unleashing itself into the social realm, IBMgained a face, a personality and was rankedsecond best brand globally, according to Sandy Carter,the companys vice president of social business sales andevangelism (2011).Social enterprise tools optimize revenue, efficiency and costreduction, social business -- and its success -- is ultimatelyabout people and culture, not technology.6
  7. 7. Meet.Share.Learn Slide 7 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG20127
  8. 8. Meet.Share.Learn Slide 8 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011Why enterprises care - ITSocial initiatives impact a cross-section of IT fromcollaboration to structured and unstructured datamanagement, analytics, application and processmanagement.Michael Barnes, vice president and research director atForrester Research.This is an opportunity!8
  9. 9. Meet.Share.Learn Slide 9 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011What is social businessA company that uses social media andsocial technology to improve its interactionswith and service to its customers.A social business is taking social media tothe next step. Social media is aboutmarketing, communications and PR (publicrelations). Social business is about doingthat beyond just marketing and applyingsocial tools to sales, customer service andsupply chain.9
  10. 10. Meet.Share.Learn Slide 10 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011What is social business - 2Social businesses are also able to leverage the real-time insights they gainabout people, their product, and their brand through social channels toimprove their business and drive value for their customers.• 71% C-level and VP Marketing – competitive advantage• 70% not yet integrated it into their business strategyForrester concluded] that, while most marketing leaders recognize thatsocial can enhance the customer experience, many organizations are notset up to capitalize on this opportunity.Organize For Success In The Connected World A Social Business Blueprint by Facebook, based on acommissioned study by Forrester Consulting February 201210
  11. 11. Meet.Share.Learn Slide 11 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011What is social business - 3• Deepen client relationships and truly engage clients;• Innovation - with crowdsourcing and collective intelligence;• Talent Management - With the entire Generation Y doing everything thisway such that if you dont capitalize on that, the war for talent will be lost,Sandy Carter;• Operational efficiency - cost savings to be had by leveraging social.So not only does social business drive deeper relationships and increaserevenue, it also reduces cost.11
  12. 12. Meet.Share.Learn Slide 12 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012State of social landscapeIn the last 60 seconds12
  13. 13. Meet.Share.Learn Slide 13 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012State of social landscapeAustralia 2011Facebook 11,200,000YouTube 11,000,000Twitter 1,800,000LinkedIn 2,200,000**3m at 19 March 20125m Professionals in AU13
  14. 14. Meet.Share.Learn Slide 14 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012State of social landscape14
  15. 15. Meet.Share.Learn Slide 15 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011Contents – joining the dots15It’s complicatedMethodologyIllustrations• Social strategy & governance• Social architecture• Social analytics & social business intelligence• Communities
  16. 16. Meet.Share.Learn Slide 16 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG201216
  17. 17. Meet.Share.Learn Slide 17 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011It’s complicated – but not all newBut for IT, there are elements we have seen before:• (Enterprise) strategy• Architecture• Governance• Platforms (Communities; UC)• Change management• People management• Cultural adaption & transformation• User adoption & training17
  18. 18. Meet.Share.Learn Slide 18 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011It’s complicated - challengesWhats new, includes:• Driven by users esp. PR or Marketing or Communications• Built on expectations of mobility and cloud and Facebook• Consumerization of IT• Widely different C-level views, fears and expectations• Confused with social media marketing• Lack of C-level personal exposure18
  19. 19. Meet.Share.Learn Slide 19 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011It’s complicated – but this is the dealYou cant opt out of social;you can manage the risk.19auslug OR lotus OR (IBM AND collaboration) OR domino OR "Social Enterprise" OR "Enterprise social Network" OR Yammer OR newsgator OR sharepoint
  20. 20. Meet.Share.Learn Slide 20 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Methodology20Strategy formulating policy and strategy throughresearching your brand, customers, partnersand competitorsIntelligence monitoring, collecting and analyzing socialdata to make informed, agile business andpolicy decisionsCommunities building ‘owned’ social platforms for listening,support, building, collaboration and contentGovernance social business metrics, ROI, policy andguidelines, processes, social architecture
  21. 21. Meet.Share.Learn Slide 21 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG201221StrategyArchitectureGovernanceMonitoring• Business Priorities• Capabilities• Design• Social Presence• Risks• Process• Defensive• OffensiveCommunities and networksParticipatingManagedOwned
  22. 22. Meet.Share.Learn Slide 22 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG201222
  23. 23. Meet.Share.Learn Slide 23 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Social StrategySocial GovernanceNot just marketing.• What does this mean for the next rev?• What issues remain in the product?• What’s not clear in support or FAQs?• Who are some great people to hire?• Why are people buying competitorsproducts?• Who are our advocates?Issue: corporate coordination andcommunication.Point: social strategy, social governance23
  24. 24. Meet.Share.Learn Slide 24 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Social Architecture • 65% of Global 100 companies haveactive Twitter accounts• 54% have Facebook fan pages;• 50% have YouTube video channels;• 33% have corporate blogs;• but just 20% utilize all four channels.Issue: fragmentation and inefficientcoordinationPoint: social architecture24
  25. 25. Meet.Share.Learn Slide 25 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Social Business Intelligence(Social Analytics)Where are your customers?• What are they discussing?• With whom?• Where are they in buying cycle?• Who do they trust?• Are competitors engaging – how?• Who are our advocates?Issue: where, how often, what issues?Point: social business intelligence –social analytics25
  26. 26. Meet.Share.Learn Slide 26 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Communities26ParticipatingListening, establishing reputation(I’m one of you)ManagedListening, supporting, buildingreputation, marketingOwnedListening, supporting,building relationships,collaboratingExternalCommunitiesClosed NetworkInternalCommunitiesExample: customer communitiesExample: channels, membersExample: Intranets, communities of practiceWikis
  27. 27. Meet.Share.Learn Slide 27 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG201227ParticipatingManagedOwnedParticipatingManagedOwnedParticipatingManagedOwnedCommunitiesFederated Social Networks
  28. 28. Meet.Share.Learn Slide 28 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012281.Assess2.Strategise3.Create4.Protect5.Participate6.Share7.Engage8.MonitorSocialBusinessFrameworkMethodologyPhasedPlan Do Check ActCan apply to one functionBrand and crisis management
  29. 29. Meet.Share.Learn Slide 29 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011Contents – Tips29Tips for enterprise ITTips for PartnersConclusionContact
  30. 30. Meet.Share.Learn Slide 30 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for enterprise ITYou’ve done this beforeStrategyGovernanceMonitoringArchitectureSomething like it anyway!Does this ring any bells?30
  31. 31. Meet.Share.Learn Slide 31 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for enterprise ITFederated ITStrategyGovernanceMonitoringArchitectureFive Key Roles to retain in IS31# The New CIO Leader: Setting the Agenda and Delivering Results, Marianne Broadbent, Ellen Kitzis(IT governance: how top performers manage IT decision rights for superior results Peter Weill, Jeanne W. Ross)
  32. 32. Meet.Share.Learn Slide 32 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for enterprise ITDigital Council“IT Steering Committee” forsocialMake sure that you arerepresentedMake sure that you areinformed32
  33. 33. Meet.Share.Learn Slide 33 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for enterprise ITSM Centre of ExcellenceCisco, late 2011Frost & SullivanEvaluateEstablish Central TeamOperationalise in CoENot unlike corporate IT33
  34. 34. Meet.Share.Learn Slide 34 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for enterprise ITDon’t invest at periphery34
  35. 35. Meet.Share.Learn Slide 35 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for PartnersAre you social?You cannot sell socialIF YOU are not socialPlan to get with the program35
  36. 36. Meet.Share.Learn Slide 36 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for PartnersUse IBM’s social resourcesIBM has huge socialinvestments and resourcesLearn how to integrationthese into your socialengagement program• Re-purpose• Refer• Contribute• Participate36
  37. 37. Meet.Share.Learn Slide 37 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for PartnersUnderstand client lifecycleMaturity model• Assess the client• Consider the total scopeof the engagement• Skills you need• Change management• Who is the right sponsor?37
  38. 38. Meet.Share.Learn Slide 38 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for PartnersUnderstand social intelligenceAll social data streams:• Drilldown analysis• Sentiment analysis• Comparative analysis• Drilldown to influencers• Drilldown to sources• Slice and dice• Periodic reporting:• weekly• bi-weekly• monthly• real-time38
  39. 39. Meet.Share.Learn Slide 39 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Tips for PartnersApply social intelligenceWho is talking about social?Where?How often?Why?Are they for you?39
  40. 40. Meet.Share.Learn Slide 40 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011ConclusionSo its really about understanding that this is not just atechnology play; this is a people play where you needto pull in communities. Its not about how to deploy thetechnology. Sandy Carter.40
  41. 41. Meet.Share.Learn Slide 41 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012Meet.Share.LearnAusLUG2011ContactWalter Adamsonwalter@kinshipdigital.comm: +61 403 345 632 | @adamson | My social web: http://xeeme.com/walterGood Reading – blog posts:Why social is not just another channel, nor a destinationEnterprise Social Networks – 5 Roads to FailureSocial Media Monitoring Tools – 5 Key FeaturesBrand Resilience 2 – social strategy and brand breadthSocial Media – 5 Tips on How to Gain Insight from Monitoring5 MORE Signs You Are NOT a Social Business360 Social Business Engagement – consumer *and* employee41
  42. 42. Meet.Share.Learn Slide 42 29th & 30th March, Melbourne, Victoria, AustraliaAusLUG2012If you are not social then you do not existIf you are not social then you do not exist!Or, as Arianna Huffington says “you’re not in Kansas now Tonto!”.42
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