KMG Symposium 2013, IBM bringing conversation to the customer, by Ed Brill
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KMG Symposium 2013, IBM bringing conversation to the customer, by Ed Brill
- 1. © 2013 IBM Corporation A Social Mobile Business: How IBM Has Brought the Conversation to the Customer Ed Brill – Director, Marketing / IBM Software 1 June 2013
- 2. © 2013 IBM Corporation How I Work Collaborating from anywhere at any time. How I Create Tapping into a wide variety of insight and expertise. How I Buy Interacting with peers and engaging with the company. Technology is dramatically changing the way we live
- 3. 83% of GenY-ers have joined a social network 9.6 Billion connected devices 2.5 Quintillion bytes of new data generated daily Internet of information Internet of engagement Internet of “things” The Planet Is Getting Smarter
- 4. © 2013 IBM Corporation Bringing social tools into the enterprise 200 million tweets sent via Twitter per day 30 billion pieces of content are shared on Facebook each month Wikipedia hosts 17 million articles Find and share information instantly Rise of social networking and mobile devices People are empowered like never before 66% of online adults use social media platforms such as Facebook, Twitter, MySpace or LinkedIn Smartphone and tablet shipments now outpace PCs 41% of GenY say social media is important to them in the workplace 64% of GenY download unauthorized applications at least once a week to get their job done Source: Prescient Digital Source: 20 Stunning Social Media Statistics, Written by Jeff Bullas Source: Pew Internet & American Life Project Source: IDC Predictions 2 012 : Competing for 2 020
- 5. © 2013 IBM Corporation Traditional roles and processes across the business network are evolving, forever changing the way organizations operate leading the conversations that define brands self-forming teams around fast moving opportunities becoming on-demand extensions of the enterprise As barriers between people disappear, organizations are learning to tap into collective intelligence, advocacy and distributed talent to drive business results. Employees Customers Partners
- 6. Transform strategy and operations Build and deploy multi-platform mobile applications Optimize mobile experience to build loyalty Leverage analytics to turn information into insights Extend enterprise to mobile with data, service, and application integration Manage and optimize mobile devices, data, and expenses Support BYOD and a smarter workforce Oversee security, risk and compliance Businesses are Struggling with Unique Mobile Challenges
- 7. 1. Mobile is primary 91% of mobile users keep their device within arm’s reach 100% of the time 2. Insights from mobile data provide new opportunities 75% of mobile shoppers take action after receiving a location based messages 3. Mobile is about transacting 96% year to year increase in mobile cyber Monday sales between 2012 and 2011 4. Mobile must create a continuous brand experience 90% of users use multiple screens as channels come together to create integrated experiences 5. Mobile enables the Internet of Things Global Machine-to-machine connections will increase from 2 billion in 2011 to 18 billion at the end of 2022 Five Mobile Trends with Significant Implications for the Enterprise
- 8. What is a social business? • “A social business operates in ways that drive business value through optimized human interaction. Within the organization, people apply relevant content and expertise to ideas, activities, and output, the result of cultural change and technology adoption that encourages the sharing of knowledge and insights. The result is a transformed business that is highly participatory, makes informed decisions, and cultivates loyalty among employees and customers” © 2013 IBM Corporation
- 9. © 2013 IBM Corporation The Power of Participation Connect to undiscovered information & experts Discover new relationships Execute better business decisions Capturing, packaging and reusing user created content
- 10. © 2013 IBM Corporation Forrester model of social software adoption http://blogs.forrester.com/gina_sverdlov/12-01-04- global_social_technographics_update_2011_us_and_eu_mature_emerging_markets_show_lots_of_activity
- 11. © 2013 IBM Corporation 360-degree Consumer Profiles from Social Media Personal Attributes • Identifiers: name, address, age, gender, occupation… • Interests: sports, pets, cuisine… • Life Cycle Status: marital, parental Products Interests • Personal preferences of products • Product Purchase history • Suggestions on products & services Life Events • Life-changing events: relocation, having a baby, getting married, getting divorced, buying a house… Monetizable intent to buy products Life Events Location announcements Intent to buy a house I'm thinking about buying a home in Buckingham Estates per a recommendation. Anyone have advice on that area? #atx #austinrealestate #austin Looks like we'll be moving to New Orleans sooner than I thought. College: Off to Stanford for my MBA! Bbye chicago! I'm at Starbucks Parque Tezontle http://4sq.com/fYReSj I need a new digital camera for my food pictures, any recommendations around 300? What should I buy?? A mini laptop with Windows 7 OR a Apple MacBook!??! Timely Insights • Intent to buy various products • Current Location • Sentiment on products, services, campaigns • Incidents damaging reputation • Customer satisfaction/attrition Relationships • Personal relationships: family, friends and roommates… • Business relationships: co-workers and work/interest network…
- 12. © 2013 IBM Corporation Social Business at IBM
- 13. © 2013 IBM Corporation Enable the IBMer. Experiments with content on platforms . Publish broadcast content. Enable the expert in the context of our go-to-market programs. Optimize engagement across owned and earned social platforms to create shared belief with IBM experts and strategic constituencies.* Map social content and interactions optimize progression through the demand cycle. From: To:
- 14. © 2013 IBM Corporation An intentional social enablement ecosystem IBM Select High touch, high value/potential SMEs Strategic, tactical external placement Forward Thinker Program (formerly Expertise Locator) Intermediate touch, high value SME’s Scalable service to surface expertise externally (on and off .com domain) and internally (w3) based on needs of the business Digital IBMer Hub (formerly SB@IBM) Low touch, high volume core enablement, education and across IBM Digital Program channel enablement Self-serve surfacing and engagement Guidelines and Policy 100’s 10s of 1,000’s 100s of 1,000’s Social Business Manager
- 15. © 2013 IBM Corporation IBM Social Computing Guidelines http://ibm.co/yW8Jbh • Written collaboratively with IBMers in 2006 • Provides both permission and direction • Clarifies roles for employees
- 16. © 2013 IBM Corporation Not every IBMer is familiar with social media. We’ve created training & guidelines on a range of topics – from Connections to social media basics to cybersecurity – as well as a recommendation engine, rewards & tracking, and strategic, sharable content. Digital IBMer Hub
- 17. © 2013 IBM Corporation SME Eminence KPIs KPI Definitions Metrics Engagement Reach Amplification Conversion Marketplace interactions with content published by SMEs Individuals online who have opted into SME communications Marketplace sharing and redistribution of SME content To be defined per the business objective / need. An example would be registrations on ibm.com yielded from SME social accounts Views Likes Comments Likes Comments @mentions Clicks Subscriptions Visitors Visits Search Rank Connections Followers Shares Inbound Links Retweets Registrations The IBM SME Progress Report measures metrics that matter. 1717
- 18. © 2013 IBM Corporation Curation – The value of authentic voice
- 19. © 2013 IBM Corporation IBM Voices
- 20. © 2013 IBM Corporation Establishing 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. © 2013 IBM Corporation Measuring Return on Investment – IBM Inside Sales 2012 Rutgers/Duke study of IBM's inside sales organization Results: – Inside sales representatives who utilize social business tools identify 11% more opportunity revenue than those who do not – Inside sales specialists, with expertise on a particular product area, who utilize social business tools close 26% more opportunities than those who do not – Increases in a seller's digital sales eminence and network influence can increase their results by 2% to 6%
- 22. © 2013 IBM Corporation Techniques and examples
- 23. © 2013 IBM Corporation Crowdsourcing
- 24. © 2013 IBM Corporation Sharing Optimized content for B2B Search leads to channels Channels lead back to ibm.com
- 25. © 2013 IBM Corporation Bringing customers into the community
- 26. © 2013 IBM Corporation Taking the conversation where the conversation takes place Old school insertion strategies are only minimally effective Search is the starting point Humans want to talk to humans
- 27. © 2013 IBM Corporation IBM Champions Program Community-nominated Committee-selected Annual validation/selection Perks: – Special access to IBM activities – Early disclosure/information – IBM brand merchandise
- 28. © 2013 IBM Corporation Opting 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. © 2013 IBM Corporation Thank you! ed_brill@us.ibm.com Twitter: @edbrill Facebook.com/edbrilldotcom www.edbrill.com linkedin.com/in/edbrill
Editor's Notes
- 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”