KMG Symposium 2013, IBM bringing conversation to the customer, by Ed Brill


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  • Mobile is clearly an imperative for businesses today. At IBM, we are committed to helping organizations transform themselves into mobile first organizations. Why? Because it is absolutely a fundamental component of a successful business today. Let’s begin with the first key trend, that mobile is about transacting and all of the notions that make up a “transaction”. Let’s flesh that out a bit further, because with each trend comes opportunities that your enterprise should leverage. With mobile transactions, the opportunity is to drive new and additional revenue and productivity through mobile. This requires businesses to re-imagine every interaction in a Mobile First world.Moving to the second trend you highlighted around mobile insights – this brings with it an opportunity to deliver a contextually relevant experience to your employees, partners and customers. This enables you to harness deep insights to inform new mobile innovations.Thirdly, mobile is primary. We all know that already. So what does it mean to you and your business? Simply put, you deliver mobile apps that transform the value chain because you recognize the importance of prioritizing ‘mobile first’ since it is the way of the future.Moving along, let’s focus on this requirement that a user’s experience must be consistent across all channels. We must prioritize and leverage user imperatives to benefit the enterprise, meaning you can deepen relationships with consistent brand experience by integrating your front-end presence regardless of hardware or operating system it is presented on with your back-end, regardless if its locally or remotely hosted infrastructure. The ‘how’ doesn’t matter anymore – people expect it to work seamlessly.Lastly, let’s move beyond phones. Because ‘mobile’ really isn’t just about a phone, or a tablet. By broadening our scope of what we consider ‘mobile’ we capitalize on other opportunities for your business. Machine-to-machine is HUGE. Thus, why not leverage industry transformations driven by M2M through cloud technologies and whatever comes along next in order to capitalize on this 18 billion opportunity expected by the end of 2022.Up to this point we have largely talked about mobile as a medium used by individuals, but mobile is more than phones and tablets. Advances in technology are enabling machine to machine connections that are creating new revenue streams, operating models and opportunities to provide customer value. We are able to identify things, by tagging them and can then sense them in the environment. Advances in nanotechnology are helping us infuse intelligence and processing power into objects to create thinking things. And importantly, advances in power technology allow us to power things more efficiently and for longer periods of time and in more remote locations than ever before. These technological advances are enabling new business opportunities like remote monitoring of things like machines, homes and even an individual’s health, all of which once required face to face access. Context aware devices can proactively push promotions to people in proximity to a particular location and can help items like luggage speak to the systems that move them indicating their location and status. And items in remote locations like street lights can turn themselves off when they are not needed. Research conducted by the GSMA identified several leading M2M applications that we are likely to see by 2020. Of these the connected car seems to be the one that is closest on the horizon. Monitoring applications applied to health, security and assisted living are also estimated to provide substantial value. Finally, the sensors that are in cars are also predicted to provide new sources of revenue to the insurance industry in the form of pay as you drive auto insurance. To tap into this tremendous opportunity, your infrastructure needs reliable, low latency delivery messaging that scales to massive communities of concurrently connected end-points. So today we are announcing the first IBM MobileFirst branded offering – IBM MobileFirst MessagePoint, which can help you gain a competitive advantage by providing real-time connectivity from enterprise systems to millions of sensors and mobile devices.So what forces have shaped this shift and what does this mean to you? There is a lot of compelling data in the marketplace, but we have identified five key trends or observations – supported by market data and by customer successes – that we believe have strong implications for the future of mobile.  [1] Mobile is the universal sensor. It is with most of us 100% of the time and is the primary means we use to interact with our employers, our customers, our family and our friends. [2] As they interact they are creating vast streams of data that, with the right analytics, can teach us things about their behavior and their preferences that we could not learn in any other way. [3] These interactions inherently become transactions. Whether shopping, purchasing, searching for or providing information, collaborating or seeking service, mobile enabled people and objects are seeking not simply to connect, but to complete tasks when, where and how they wish. [4] Thus, the mobile experience must transcend any single device to accommodate multiple screens and touchpoints. [5] Finally, as we think about mobile, we can’t confine our thinking to devices like phones and tablets. The ability to tag things, sense things, power things and shrink things has extended mobility beyond people to nearly every other type of object on the planet. As we have said since the start of smarter planet things are becoming more instrumented, interconnected and intelligent than ever before, and mobile is right at the center of that story and will fundamentally change the way the world works. Add Process to “Transform the value chain”
  • KMG Symposium 2013, IBM bringing conversation to the customer, by Ed Brill

    1. 1. © 2013 IBM CorporationA Social Mobile Business: HowIBM Has Brought theConversation to the CustomerEd Brill – Director, Marketing / IBM Software1 June 2013
    2. 2. © 2013 IBM CorporationHow I WorkCollaborating fromanywhere at any time.How I CreateTapping into a wide varietyof insight and expertise.How I BuyInteracting with peersand engaging with thecompany.Technology is dramatically changing the way we live
    3. 3. 83% of GenY-ershave joined a social network9.6 Billionconnected devices2.5 Quintillionbytes of new datagenerated dailyInternet of information Internet of engagement Internet of “things”The Planet Is Getting Smarter
    4. 4. © 2013 IBM CorporationBringing social toolsinto the enterprise200 million tweets sent viaTwitter per day30 billion pieces of contentare shared on Facebookeach monthWikipedia hosts 17 millionarticlesFind and shareinformation instantlyRise of social networkingand mobile devicesPeople are empowered like never before66% of online adults usesocial media platformssuch as Facebook, Twitter,MySpace or LinkedInSmartphone and tabletshipments now outpacePCs41% of GenY say socialmedia is important tothem in the workplace64% of GenY downloadunauthorized applicationsat least once a weekto get their job doneSource: Prescient DigitalSource: 20 Stunning Social Media Statistics,Written by Jeff BullasSource: Pew Internet & American Life ProjectSource: IDC Predictions 2 012 :Competing for 2 020
    5. 5. © 2013 IBM CorporationTraditional roles and processes across the business network areevolving, forever changing the way organizations operateleading the conversationsthat define brandsself-forming teams aroundfast moving opportunitiesbecoming on-demandextensions of the enterpriseAs barriers between people disappear, organizations are learning to tap intocollective intelligence, advocacy and distributed talent to drive business results.Employees Customers Partners
    6. 6. Transform strategy and operationsBuild and deploy multi-platform mobile applicationsOptimize mobile experience to build loyaltyLeverage analytics to turn information into insightsExtend enterprise to mobile with data, service, andapplication integrationManage and optimize mobile devices, data, and expensesSupport BYOD and a smarter workforceOversee security, risk and complianceBusinesses are Struggling with Unique Mobile Challenges
    7. 7. 1. Mobile is primary91% of mobile users keeptheir device within arm’sreach 100% of the time2. Insights frommobile data providenew opportunities75% of mobile shopperstake action after receiving alocation based messages3. Mobile is about transacting96% year to year increase in mobile cyber Monday salesbetween 2012 and 20114. Mobile must createa continuous brandexperience90% of users use multiplescreens as channels cometogether to createintegrated experiences5. Mobile enablesthe Internet ofThingsGlobal Machine-to-machineconnections will increase from2 billion in 2011 to 18 billionat the end of 2022Five Mobile Trends with Significant Implications for the Enterprise
    8. 8. What is a social business?• “A social business operates in ways that drivebusiness value through optimized human interaction.Within the organization, people apply relevant contentand expertise to ideas, activities, and output, theresult of cultural change and technology adoption thatencourages the sharing of knowledge and insights.The result is a transformed business that is highlyparticipatory, makes informed decisions, andcultivates loyalty among employees and customers”© 2013 IBM Corporation
    9. 9. © 2013 IBM CorporationThe Power of ParticipationConnect to undiscovered information & expertsDiscover new relationshipsExecute better business decisionsCapturing, packaging and reusing usercreated content
    10. 10. © 2013 IBM CorporationForrester model of social software adoption
    11. 11. © 2013 IBM Corporation360-degree Consumer Profiles from Social MediaPersonal Attributes• Identifiers: name, address, age, gender,occupation…• Interests: sports, pets, cuisine…• Life Cycle Status: marital, parentalProducts Interests• Personal preferences of products• Product Purchase history• Suggestions on products & servicesLife Events• Life-changing events: relocation, having ababy, getting married, getting divorced, buyinga house…Monetizable intent to buy products Life EventsLocation announcementsIntent to buy a houseIm thinking about buying a home in Buckingham Estates per arecommendation. Anyone have advice on that area? #atx #austinrealestate#austinLooks like well be moving to New Orleans sooner than I thought.College: Off to Stanford for my MBA! Bbye chicago!Im at Starbucks Parque Tezontle need a new digital camera for my food pictures, anyrecommendations around 300?What should I buy?? A mini laptop with Windows 7 OR a AppleMacBook!??!Timely Insights• Intent to buy various products• Current Location• Sentiment on products, services, campaigns• Incidents damaging reputation• Customer satisfaction/attritionRelationships• Personal relationships: family, friends androommates…• Business relationships: co-workers andwork/interest network…
    12. 12. © 2013 IBM CorporationSocial Business at IBM
    13. 13. © 2013 IBM CorporationEnable the IBMer.Experiments with content onplatforms .Publish broadcast content.Enable the expert in the context of ourgo-to-market programs.Optimize engagement across ownedand earned social platforms tocreate shared belief with IBM expertsand strategic constituencies.*Map social content and interactionsoptimize progression through thedemand cycle.From: To:
    14. 14. © 2013 IBM CorporationAn intentional social enablement ecosystemIBM SelectHigh touch, high value/potential SMEsStrategic, tactical external placementForward Thinker Program (formerlyExpertise Locator)Intermediate touch, high value SME’sScalable service to surface expertise externally (onand off .com domain) and internally (w3) based onneeds of the businessDigital IBMer Hub (formerly SB@IBM)Low touch, high volume core enablement, educationand across IBMDigital Program channel enablementSelf-serve surfacing and engagementGuidelines and Policy100’s10s of1,000’s100s of1,000’sSocialBusinessManager
    15. 15. © 2013 IBM CorporationIBM Social Computing Guidelines• Written collaboratively withIBMers in 2006• Provides both permissionand direction• Clarifies roles for employees
    16. 16. © 2013 IBM CorporationNot every IBMer is familiar withsocial media.We’ve created training &guidelines on a range of topics– from Connections to socialmedia basics to cybersecurity –as well as a recommendationengine, rewards & tracking, andstrategic, sharable content.Digital IBMer Hub
    17. 17. © 2013 IBM CorporationSMEEminenceKPIs KPI Definitions MetricsEngagementReachAmplificationConversionMarketplace interactions withcontent published by SMEsIndividuals online who have optedinto SME communicationsMarketplace sharing andredistribution of SME contentTo be defined per the businessobjective / need. An example wouldbe registrations on yieldedfrom SME social accountsViewsLikesCommentsLikesComments@mentionsClicksSubscriptionsVisitorsVisitsSearch RankConnectionsFollowersSharesInbound LinksRetweetsRegistrationsThe IBM SME Progress Report measures metrics that matter.1717
    18. 18. © 2013 IBM CorporationCuration – The value of authentic voice
    19. 19. © 2013 IBM CorporationIBM Voices
    20. 20. © 2013 IBM CorporationEstablishing voice Self, product or company – “sell” all three Authentic and unique voice Don’t just write Read, engage, reply Make yourself available Through tone, words, and offline Supplement online engagement with real-world participation E.g. events like this You might make some friends, too!
    21. 21. © 2013 IBM CorporationMeasuring Return on Investment – IBM Inside Sales 2012 Rutgers/Duke study of IBMs inside sales organization Results:– Inside sales representatives who utilize social business tools identify 11% moreopportunity revenue than those who do not– Inside sales specialists, with expertise on a particular product area, who utilizesocial business tools close 26% more opportunities than those who do not– Increases in a sellers digital sales eminence and network influence canincrease their results by 2% to 6%
    22. 22. © 2013 IBM CorporationTechniques and examples
    23. 23. © 2013 IBM CorporationCrowdsourcing
    24. 24. © 2013 IBM CorporationSharing Optimized content for B2B Search leads to channels Channels lead back to
    25. 25. © 2013 IBM CorporationBringing customers into the community
    26. 26. © 2013 IBM CorporationTaking the conversation where the conversation takes place Old school insertion strategies areonly minimally effective Search is the starting point Humans want to talk to humans
    27. 27. © 2013 IBM CorporationIBM Champions Program Community-nominated Committee-selected Annual validation/selection Perks:– Special access to IBM activities– Early disclosure/information– IBM brand merchandise
    28. 28. © 2013 IBM CorporationOpting In Why Social Business? The Social Product Manager Self, Product, and Company Offense or Defense Picking a Fight Activate Your Advocates Tools of the Trade In Real Life Social Inside the Organization Risk Management in Social Business Putting Opting In into Practice Appendix: IBM Social Computing Guidelines
    29. 29. © 2013 IBM CorporationThank you!