• Save
The social enterprise
Upcoming SlideShare
Loading in...5
×
 

The social enterprise

on

  • 19,918 views

Social really is here when it comes to the enterprise. Many see the role of social in consumer-focused businesses but have not absorbed what it means for the enterprise. Social is having a direct ...

Social really is here when it comes to the enterprise. Many see the role of social in consumer-focused businesses but have not absorbed what it means for the enterprise. Social is having a direct impact in 5 areas:
1. DIY prospecting: Customers conduct research on products and services well ahead of the official start to the sales cycle
2. Peer influence: Customers “pulse” their peers at every step of the journey
3. Trial before purchase: User testing requires grassroot support. It’s no longer a single decision instance rather smaller purchase bundles
4. Buyer & user are the same: The phenomenon changes decision and influence points in enterprise purchasing
5. Click to compare: Pricing transparency is foundational; consumer expectations are shaping enterprise behavior

Statistics

Views

Total Views
19,918
Slideshare-icon Views on SlideShare
10,241
Embed Views
9,677

Actions

Likes
62
Downloads
0
Comments
3

37 Embeds 9,677

http://www.linkedin.com 3498
http://productmarketing.com 1979
http://cmsoforum.mckinsey.com 1529
http://www.spatiallyrelevant.org 772
http://www.scoop.it 733
https://www.linkedin.com 488
http://feeds.feedburner.com 157
http://serve4impact.com 108
https://twitter.com 95
http://tweets.twylah.com 73
http://fullquota.com 42
http://mckinseyonmarketingandsales.com 34
http://crowdflower.com 32
http://10.3.58.2 25
http://translate.googleusercontent.com 20
http://www.danielchege.com 18
http://ramon.bounceme.net 17
http://team-tallyfox.solus.dev.tallyfox.com 8
http://cmsodrupal.darbyfilms.com 7
http://givepartners.tistory.com 7
http://fredzimny.wordpress.com 6
http://clustertest.water.dev.tallyfox.com 4
http://www.twylah.com 3
https://clustertest.water.dev.tallyfox.com 3
https://team-tallyfox.solus.dev.tallyfox.com 2
http://countingtweets.com 2
http://www.mckinseyonmarketingandsales.com 2
http://itprobono.tistory.com 2
https://www.facebook.com 2
http://hootsuite.scoop.it 2
http://localhost 1
https://hootsuite.scoop.it 1
http://news.google.com 1
http://www.newsblur.com 1
http://www.plagtracker.com 1
http://pinterest.com 1
http://feeds2.feedburner.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

13 of 3 Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    The social enterprise The social enterprise Presentation Transcript

    • McKinsey & Company | 1 McKinsey on Marketing & Sales – Slideshare Brief LAREINA YEE | @LareinaYee @McK_MktgSales The Social Enterprise How your customers produce and consume in the social world
    • McKinsey & Company | 2 Productivity & Management Social is shaping enterprise
    • McKinsey & Company | 3 Social is easier today
    • McKinsey & Company | 4 Record speed adoption SOURCE: Multiple press reports Time to reach 50 million users Radio 13 years iPod 3 years Internet 4 years Facebook 1 year Twitter 9 months TV 38 years
    • McKinsey & Company | 5 Social is everyone SOURCE: eMarketer, February 2011, McKinsey Global Institute Analysis Age NOTE: Numbers may not sum due to rounding. 16 14 13 20 18 17 22 21 21 65+ 15 2 12--17 2011 0-11 18-24 25-34 35-44 45-54 55-64 18 10 4 2010 2 17 15 9 4 2009 2 16 14 8 3% of total US users
    • McKinsey & Company | 6 Social is growing faster than traditional communications Unique monthly visitors SOURCE: comScore Media Metrix, October 2011; McKinsey Global Institute Analysis 31 36 -5 p.p. 2011 64 2007 69 53 69 -16 p.p. 31 47 44 18 100% = 1,430 +26 p.p. 82 76056 E-mail Instant messaging Social networking Users of service Non-users % of global online population
    • McKinsey & Company | 7 Enterprise usage is growing fast SOURCE: McKinsey Global Institute 2011 41 2008 29 2011 50 2008 23 2011 38 2008 27 Blogs Video Sharing Social Networking % of respondents of enterprise users Social is in the enterprise
    • McKinsey & Company | 8 Social impacts enterprise processes SOURCE: McKinsey web 2.0 survey, 2011, McKinsey Quarterly Scanning external environment Finding new ideas Managing projects Developing strategic plan Allocating resources Social networking n = 1,728 Wikis n = 809 Micro- blogging n = 654 Prediction markets n = 190 Blogs n = 1,322 40 9 13 529 36 12 13 429 19 17 5 212 16 8 5 411 10 4 2 25 20 - 40% 5 - 10% 10 - 20% Less than 5% Top Ranking Dimensions Total 75 73 56 43 30
    • McKinsey & Company | 9 Greater collaboration drives value SOURCE: McKinsey Global Institute analysis Total value at stake % of revenue Product development Operations and distribution Sales and marketing Customer service Business support functions Financial services Insurance— P&C ~3–6 Insurance— life ~3–4 Retail banking ~4–7 Consumer packaged goods ~5–6 Professional services n/a ~8–11 Advanced manufacturing Semi- conductors ~5–7 Automotive ~4–6 <0.5 0.5–2.0 >2.0 Potential value chain productivity benefit
    • McKinsey & Company | 10 Distributes decision making Creates permeable organizational boundaries Rapid adaptation and a shift to more iterative problem solving and product delivery Your customers’ environment is different
    • McKinsey & Company | 11 5ways social is shaping your customers
    • McKinsey & Company | 12 Customers conduct research on products and services well ahead of the official start to the sales cycle #1DIY prospecting
    • McKinsey & Company | 13 Peer influence Customers pulse their peers at every step of the journey #2
    • McKinsey & Company | 14 Trial before purchase User testing; grassroot support; no longer a single decision instance; smaller purchase bundles #3
    • McKinsey & Company | 15 Buyer & user are the same#4 Changes decision and influence points in enterprise purchasing
    • McKinsey & Company | 16 Click to compare Pricing transparency is foundational; consumer expectations have shaped enterprise behavior #5
    • McKinsey & Company | 17 Change is good Reboot sales & marketing teams
    • McKinsey & Company | 18SOURCE: Internet search, Salesforce.com video library; KLM Facebook page Reimagine data and customer loyalty
    • McKinsey & Company | 19SOURCE: McKinsey Marketing and Sales practice, McKinsey Quarterly ―The consumer decision journey‖ 39 26 22 28 11 12 26 42 100% Marketing led by the company Marketing led by the consumer Previous experience with product/brand Contact in store/ with sales agent 31 5 37 21 ▪ Word of mouth ▪ Online research ▪ Recommendations/ criticisms ▪ Traditional advertising ▪ Direct marketing ▪ Sponsorship ▪ Store experience Consider | Evaluate | Buy Rethink how you reach customers
    • McKinsey & Company | 20 9.3% increase in customer satisfaction as benchmarked by American Customer Satisfaction Index 150,000 customers helped through Twitter Personalized 10 versus 25,000 @comcastcares = ―Make it Right‖ Alternative rather than primary customer support channel Handles customer complaint in public arena SOURCE: Internet search, Comcast Twitter Feed, Business Week 2009 ―Comcast’s Twitter Man‖ Reimagine service and information
    • McKinsey & Company | 21SOURCE: McKinsey expert interviews Customer asks Account Leader for additional information about product capabilities . . . ~5-10 emails ~3 man hours 2 days round trip ~5-10 tweets/ Chatters/ Jabbers ~30 minutes 2 hours round trip Redefine sales team workflow
    • McKinsey & Company | 22 The business case is clear Your customers’ expectations are shifting Be ready to adapt Social sales & marketing
    • McKinsey & Company | 23 LAREINA YEE | @LAREINAYEE @McK_CMSOForum ―Social economy: unlocking value and productivity through social technologies‖ http://www.mckinsey.com/insights/mgi The Social Enterprise How your customers produce and consume in the social world