Jason Breed
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  • In 2010 – almost ¾ CIOs do not allow Tablet use In 2011 – more than 2/3 support the use and actually budgeting for Tablets
  • Vars have become networks (friends, online communities, etc.) Call centers are gone, your customers are getting answers from their peers online and your facebook page Recruiting has been replaced by LinkedIn Chief Strategy Officers no longer don’t generate ideas, but instead take the million of ideas available and turn them products / outcome
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Jason Breed Jason Breed Presentation Transcript

  • Social Media Plus Social Monitoring & Analysis Overview Copyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
    • Intro – A Social Perspective
    • Re-Imagine Your Business
    • Social on Purpose
    Agenda Copyright © 2011 Accenture All Rights Reserved.
  • Digital Landscape 173 million 126 million 115 115 60 360 million 284 million 500 million
    • Social Media
    • 7 new Internet users per second versus 2.3 births per second globally
    • 346 million people globally read blogs
    • 200+ million tweets on Twitter per day
    • 57% of Twitter’s users located in USA
    • 740 million on Facebook, 200+m on Twitter
    • 80% of Gen Y versus 20% of Boomers connect with people on Social Media
    • 25% of search engine results for top 25 brands link to user generated content
    • 78% trust peer recommendations
    • US Internet users
    • 240 MM users in USA 77% of population
    • Internet penetration hits 90%: 100 MM USA household
    • 67% are broadband connections
    • eCommerce
    • USA Web sales $253 Billion in 2010
    • Forecast $1 trillion globally by 2013
    • 30% of offline sales are influenced online
    Sources: UK Independent, CIA Factbook, compete.com 220 110 The Geosocial Universe 4.6 Billion Mobile devices globally 780 590 million Copyright © 2011 Accenture All Rights Reserved.
  • US Share of Time Spent Online Source: Citi Investment, Research and Analysis (September 2011 ) Q3 2006 Q3 2011 Copyright © 2011 Accenture All Rights Reserved. Hyper Growth of “Social Operating Systems”
  • Google + Cumulative Worldwide & US Unique Visitor Trend Source: comScore, Worldwide and US, home & Work Computers (excl. Mobile) Worldwide U.S. 6/29/2011 7/19/2011 Copyright © 2011 Accenture All Rights Reserved. New Social Operating Systems Growing Even Faster
  • Tablet Usage in the Enterprise Source: AlphaWise CIO survey 2010 2011 Do Not Allow Allow Employee Owned Tablets on Network Purchase For Employees Copyright © 2011 Accenture All Rights Reserved.
  • Where Does That Put Us Ten Year Computing Cycles 10x more users with each cycle 1970s Mini Computing Business Logic Apps 1980s Client/server Computing Process Automation Apps 1990s Desktop Computing Web Apps 2000s Mobile Cloud Computing Mobile Apps 2010 Post PC Revolution Social Apps 1960s Mainframe Computing Data Management Apps Copyright © 2011 Accenture All Rights Reserved. Source: Salesforce.com 2011
  • What is Social Media? (Technology Enabled Interactions) Social media is an umbrella term used to describe the various technology enabled interactions within organizations as well as with customers and stakeholders. Peer-Peer Interaction Information sharing Relationship building Opinion sharing Discussion Idea sharing Complaints Questions Jokes Gossip News, etc Employee-Employee Interaction Information sharing Relationship building Opinion sharing Discussion Idea sharing Questions News Which interactions are you looking to enable, support and manage Outside Company Inside Company Copyright © 2011 Accenture All Rights Reserved.
    • Social Media is permeating your business.....
    • Power in Your Networks (VARs, Employees, Customers, Influencers...) have become networks…. networks of peers, online communities, opinion leaders
    • Call Centers could disappear as your customers get answers from peers and your Facebook page
    • Recruiters are being replaced by LinkedIn for finding and assessing talent
    • And, Chief Strategy Officers no longer generate ideas , but instead take the million of ideas available and turn them into products that test market through these networks
    Our Perspective – Landscape is changing Copyright © 2011 Accenture All Rights Reserved.
    • Social Media is permeating business.....
    • Rise of the Water Cooler Manager : Organizational structures are being empowered (emergent vs. imposed)
    • Shift in Employee importance – Individual competence is difficult to compete on. Organizational effectiveness determined by how well social capital is managed as a core competency in knowledge based organizations
    • Ownership is 1/10 th of the law – not about what you control, Agility requires finding the right assets, combined w/ right structure, right time
    • Content is no longer a competitive advantage, Context is
    Copyright © 2011 Accenture All Rights Reserved. Our Perspective – Change across the Enterprise
    • Social media should be changing your perspective
    Social media is driving efficiencies by better utilizing our networks of employees, customers, suppliers, distributors…. Copyright © 2011 Accenture All Rights Reserved. The New Enterprise Social Business Traditional Actions Emerging Actions Sales Conversion & Relationships Marcom/ Branding Relevance Service Experience Employees Social Capital Innovation Outcomes (not Ideas) Research Insights
    • Intro – A Social Perspective
    • Re-Imagine Your Business
    • Social on Purpose
    Agenda Copyright © 2011 Accenture All Rights Reserved.
  • 1. Social By Design
    • Enterprise Social Business Components
    Response Guidelines Social Training / Social Learning Technical Design (Consistent Data/Social/Analytics Platforms, Systems Integrations) Governance Process Risk Mitigation Process (Crisis Management, Escalation Procedures) Social Business Maturity Modeling (Roadmap) Corporate Social Playbook (Coordinated, Activated and Accountable) (Evaluator) Organizational Modeling Employee Enablement (Certification Levels, Compensation/Behavioral, Purpose Driven) Brand Social Playbook Copyright © 2011 Accenture All Rights Reserved.
  • 2. Internal Collaboration Copyright © 2011 Accenture All Rights Reserved. Social Collaboration Playbook Develop a Collaboration Playbook Chapters: Purpose / Context Content Technology / Capabilities Process Organization Culture & Behavior
    • Low Productivity
    • Inboxes are flooded
    • Best practices silo’d
    • Employees not connected
    Low Engagement Slow Processes No Knowledge Sharing
  • 3. Employee Recruitment Copyright © 2011 Accenture All Rights Reserved.
  • 4. Social Innovation New models for sourcing, development and / or manufacturing New services which expand the market and create more value Integrated set of offerings, drawing from common capabilities New ways of reaching and delivering value to customers and consumers Value creation through unique customer experience: pre, during and post sale. Value creation though brand image and intent New ways to generate and capture value Superior functionality per unit of cost Copyright © 2011 Accenture All Rights Reserved. Assets, technologies and Support Processes Business Models Customer Experience Products Supply Chain Channels Services Platforms Brands & Marketing Channels
    • Silos of Information and Islands of Ideas
    • Communication between ideas is linear, Chance plays large role
    • Middle Management are gate-keepers… Often constrain change
    • Different Process, Diverse rules, Duplicate efforts – Little governance .
    Enterprise Partner SCM Distribution R&D Idea CRM Idea Mfg Product Mfg Component Innovation Patentable? Patentable Product Innovation Ad Hoc Innovation Copyright © 2011 Accenture All Rights Reserved. Requires More Than Tools
    • Experts collaborate on solutions not just departments
    • Continuous loop of communication, pipeline of innovation creates predictability
    • Culture and process encourages and enables change
    • Transparency mitigates risks
    Enterprise Partner SCM Distribution R&D Idea CRM Idea Mfg Product Mfg Component Innovation Patentable? Patentable Product Innovation Ad Hoc Innovation Copyright © 2011 Accenture All Rights Reserved. People and Process Need to Change Too
  • Personalized 1-Click Solution Wiki Category, Real-time Monitoring and Search Community Intelligence Copyright © 2011 Accenture All Rights Reserved. 5. NextGen Helpdesk Portal
  • Collaborative Content Building: Wiki, Tagging, Rating, Tasks, Discussion Copyright © 2011 Accenture All Rights Reserved. NextGen Helpdesk – Topic Detail Page
    • Target on Facebook Pages.
    • Target based on Facebook Data:
    • Location
    • Age
    • Gender
    • Likes/Interests
    • Profession
    • Relationship Status
    • Number of Friends
    • Education
    • Religion
    • Current Apps Downloaded on Facebook
    • Track Facebook Engagement:
    • Likes
    • Video Engagement (click capture)
    • Surveys / Contest Engagements (click capture)
    Copyright © 2011 Accenture All Rights Reserved. BONUS: Targeting/Personalization on Facebook
  • daily deal Gender Target Gender Target Interest Target Family Target Present personalized content based on pre-defined targeting rules. Offer Refer a friend and get $10 coupon Purchase a Groupon as a Present Referrer a 10 friends and get $50 coupon Target: visitor with 100 + friends Target: visitor with 500 + friends Target: visitor aged between 40+ Copyright © 2011 Accenture All Rights Reserved. Relevance in Marketing
  • Agenda Copyright © 2011 Accenture All Rights Reserved.
    • Intro – A Social Perspective
    • Re-Imagine Your Business
    • Social on Purpose
  • Drive to an Iterative Social Media Vision Copyright © 2011 Accenture All Rights Reserved.
  • Listen and Learn Engage Optimize Plan and Measure Learn R&D, Marketing, Customer Insight React PR,IR, COM Support Customer Care Drive Marketing (Ops), Sales, Recruiting, Serve IT, Multichannel Social Media Monitoring and Alerts Social Media Analysis Off-Board Social Media On-Board Social Media Tracking (enthusiasts, influencers, customers etc) Profile Based Optimization CRM Integration Seed Tracking and Attribution (ROI) Multi-Channel Integration Risk Management and Policy Development Engagement Management Content Management Internal Education Social Media Strategy and Roadmap (Metrics, KPI’s, Analytics, Organization and Governance, Change Mgmt, Technology Needs etc.) Copyright © 2011 Accenture All Rights Reserved. Social Media Framework
  • Copyright © 2011 Accenture All Rights Reserved. Questions Jason Breed Social Media Practice Lead Accenture @jasonbreed [email_address] Thank You!