are you ready to be social?<br />
estebankolsky<br />independent analyst<br />2 years independent<br />8 years with gartner<br />4 years doing <br />8 years...
what is social media?<br />new communication channels<br />new way for business to interact with customers<br />facebook, ...
why social media?<br />consider this…<br />more people using social channels than email<br />results from social media are...
5<br />mostly, because as we evolve…<br />
6<br />…this does not work anymore<br />
7<br />social media is about conversations…<br />
8<br />…listening…<br />
9<br />…engaging…<br />
10<br />…and doing<br />
paradigm or generational shift<br />paradigm shift – societal shift, <br />companies must react<br />generational shift – ...
traditional 1:1 relationship<br />socially augmented <br />1:m:1 relationships<br />social<br />biz<br />biz<br />shifting...
a social business model<br />
so – what do you do?<br />listen<br />learn<br />grow<br />improve<br />
listening organization<br />has taken the first steps towards understanding what social media is<br />begin by listening, ...
learning organization<br />has taken the first steps towards understanding how their customers use social media<br />what ...
maturing organization<br />fully embraced the use of social media<br />recognizes how to leverage it<br />what to do with ...
optimized organization<br />adopted social media same as they adopted and use telephones or email.  <br />actively leverag...
five areas for readiness assessment<br />tools<br />monitoring tools, analytical tools, collaboration tools<br />process<b...
social media maturity model<br />
resulting placement in maturity model<br />listening<br />organization<br />learning<br />organization<br />maturing<br />...
22<br />Meet your new customer….<br />…and your new employee<br />your next customer & employee<br />
bottom line – feed on the success<br />
we is done – now what?<br />
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UNR Presentation 07-2010 - Are You Ready to be Social?

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

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