UNR Presentation 07-2010 - Are You Ready to be Social?

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Slides from the Talk at UNR on 07-27-2010

Slides from the Talk at UNR on 07-27-2010

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  • Una de las partes mas interesantes de nuestra sociedad es que es repetitiva. Cada 10-15 años hay un cambio fundamental. Un cambio que afecta a las compañías haciendo negocios hasta el punto que deben cambiar su manera de hacer negocios, su manera de trabajar, sus procesos y sistemas entre otras cosas – incluyendo en algunos casos hasta la gente.Estos cambios se alternan en nuestra sociedad entre generacional y de paradigma. Aunque parece una discusión de definiciones, es muy importante entender la distinción entre ellas, y cual es la reacción que un negocio debería tener.En el caso de un cambio de paradigma, las compañías no suelen tener tiempo de planear excesivamente – tienen que reaccionar. Un ejemplo de ello, el ultimo por lo menos para que se puedan identificar con el, es la llegada de la WWW (no la internet, que existe hace mas de 40 años). Las compañías no pudieron planear para ella y tuvieron que reaccionar de la mejor forma posible – nunca lo vieron venir y aunque trataron de planear para ella, el cambio era muy profundo y rápido para poder reaccionar eficientemente. Como consecuencia, los sistemas y el manejo de la información que es necesaria tiende a atrasarse un poco – eventualmente poniéndose a la par de la sociedad en 3-5 años.El cambio generacional, por el otro lado, es mas lento y gradual – y las compañías ya saben que esta viniendo (como se puede ignorar una generación entera?). Como resultado se ven mas planes a largo plazo, mas implementaciones antes de la crisis, y mas manejo de los recursos necesarios. Como resultado, una adopción lenta y metódica de los sistemas y programas da mejor resultados a largo plazo. El cambio generacional previo a este fue cuando la gente de la Generación X (aquellos nacidos entre 1965 and 1990 aproximadamente) comenzaron a mediados de los 80 a entrar a lugares laborales y demandando le uso de computadoras. El próximo, por supuesto, es la misma situación pero cuando la Generación Y, los nativos digitales, comience a penetrar la organización.

Transcript

  • 1. are you ready to be social?
  • 2. estebankolsky
    independent analyst
    2 years independent
    8 years with gartner
    4 years doing
    8 years consulting
    @ekolsky
    http://www.thinkjar.net
    esteban@thinkjar.net
    #unrsocial is today’s hashtag
  • 3. what is social media?
    new communication channels
    new way for business to interact with customers
    facebook, twitter, social networks, communities and forums
    paradigm shift that has revolutionized the world
    snake oil
    the 21st century equivalent of a “vast wasteland”
    so cool!
  • 4. why social media?
    consider this…
    more people using social channels than email
    results from social media are better, faster, and cheaper than similar market research
    1/10 to 1/5 of a similar market research initiative
    customers trust “companies like me” over “companies not like me” 3:1
    largest brands in the world already adopted sm (most are still learning)
    not too late, not too early
    critical mass (30%) adoption in 3-5 years
    competitive advantage (yes, still)
    makes good business sense (later…)
  • 5. 5
    mostly, because as we evolve…
  • 6. 6
    …this does not work anymore
  • 7. 7
    social media is about conversations…
  • 8. 8
    …listening…
  • 9. 9
    …engaging…
  • 10. 10
    …and doing
  • 11. paradigm or generational shift
    paradigm shift – societal shift,
    companies must react
    generational shift – business model shift,
    companies can plan
    1960s
    1970s
    1980s
    1990s
    2000s
    generational
    generational
    generational
    paradigm
    paradigm
  • 12. traditional 1:1 relationship
    socially augmented
    1:m:1 relationships
    social
    biz
    biz
    shifting interaction models
  • 13. a social business model
  • 14. so – what do you do?
    listen
    learn
    grow
    improve
  • 15. listening organization
    has taken the first steps towards understanding what social media is
    begin by listening, and trying to understand what their customers are saying
    about them
    about their competitors
    and about the market in general.
    are not quite ready to fully utilize this data in a systemic manner
    will begin to implement certain steps to become more systemic about using social
  • 16. learning organization
    has taken the first steps towards understanding how their customers use social media
    what it brings to the organization
    how to grow what they are doing while providing more value to the customer and to the organization
    not quite 100% sold on the idea that social media can work
    see the potential
    intrigued enough to continue to grow their investment
  • 17. maturing organization
    fully embraced the use of social media
    recognizes how to leverage it
    what to do with it
    the value it brings to the organization and to the client
    actively working on making it an integral part of their processes
    has sufficient understanding of the issues surrounding the deployment and monitoring of social media
    moved past listening and analyzing to acting on insights
  • 18. optimized organization
    adopted social media same as they adopted and use telephones or email.
    actively leveraging social channels, communities, and actionable insights
    improving as they go
    has made a corporate commitment to become a social business
    active across channels and functions related to social media
    taking final steps towards being an innovative, client-driven feedback-based organization.
  • 19. five areas for readiness assessment
    tools
    monitoring tools, analytical tools, collaboration tools
    process
    business functions, end-to-end processes
    people
    culture, training, collaboration
    governance
    adoption, maintenance
    metrics
    metrics, KPI, channel-specific
  • 20. social media maturity model
  • 21. resulting placement in maturity model
    listening
    organization
    learning
    organization
    maturing
    organization
    optimized
    organization
  • 22. 22
    Meet your new customer….
    …and your new employee
    your next customer & employee
  • 23. bottom line – feed on the success
  • 24. we is done – now what?