Joining the dots from Social Strategy to Social Analytics: And Why you Should Care.

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A Presentation for #AusLUG12 the largest Lotus User Group conference. The Promise: …

A Presentation for #AusLUG12 the largest Lotus User Group conference. The Promise:
1. The state of the social landscape;
2. Joining the dots between social strategy, governance, architecture, communities and social
analytics.
– For enterprises, this will help IT position cross-
organisational social business initiatives, including for marketing, sales, support, innovation and HR;
– For Partners, it will aid them in understanding customer priorities in social, and in developing and
positioning social business proposals.

More in: Technology , Business
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  • 1. AusLUG2012 Joining the dots from Social Strategy to Social Analytics: And Why you Should Care. Walter Adamson| Principal | iGo2 Group www.igo2group.com | @adamsonMeet.Share.Learn 1 29th & 30th March, Melbourne, Victoria, Australia
  • 2. AusLUG2011 AusLUG2012 The Promise 1. The state of the social landscape; 2. Joining the dots between social strategy, governance, architecture, communities and social analytics. – For enterprises, this will help IT position cross- organisational social business initiatives, including for marketing, sales, support, innovation and HR; – For Partners, it will aid them in understanding customer priorities in social, and in developing and positioning social business proposals. 2Meet.Share.Learn Slide 2 29th & 30th March, Melbourne, Victoria, Australia
  • 3. AusLUG2012 Who are you? Expert? Enterprise? Partner? Social? If you’re not social then you don’t exist! 3Meet.Share.Learn Slide 3 29th & 30th March, Melbourne, Victoria, Australia
  • 4. AusLUG2011 AusLUG2012 This is not going to help you use: × Facebook × Google Plus × Twitter × Delicious or StumbleUpon × Linkedin × Pinterest × Youtube × Eventbrite, Meetup or Storify × Flickr or Instagram × Mailchimp × Wordpress, Tumblr or × Mobile apps Posterous × etc. 4Meet.Share.Learn Slide 4 29th & 30th March, Melbourne, Victoria, Australia
  • 5. AusLUG2011 AusLUG2012 Contents – state of play Why enterprises care What is social business? State of the social landscape 5Meet.Share.Learn Slide 5 29th & 30th March, Melbourne, Victoria, Australia
  • 6. AusLUG2011 AusLUG2012 Why enterprises care - business By unleashing itself into the social realm, IBM gained a face, a personality and was ranked second best brand globally, according to Sandy Carter, the companys vice president of social business sales and evangelism (2011). Social enterprise tools optimize revenue, efficiency and cost reduction, social business -- and its success -- is ultimately about people and culture, not technology. 6Meet.Share.Learn Slide 6 29th & 30th March, Melbourne, Victoria, Australia
  • 7. AusLUG2012 7Meet.Share.Learn Slide 7 29th & 30th March, Melbourne, Victoria, Australia
  • 8. AusLUG2011 AusLUG2012 Why enterprises care - IT Social initiatives impact a cross-section of IT from collaboration to structured and unstructured data management, analytics, application and process management. Michael Barnes, vice president and research director at Forrester Research. This is an opportunity! 8Meet.Share.Learn Slide 8 29th & 30th March, Melbourne, Victoria, Australia
  • 9. AusLUG2011 AusLUG2012 What is social business A company that uses social media and social technology to improve its interactions with and service to its customers. A social business is taking social media to the next step. Social media is about marketing, communications and PR (public relations). Social business is about doing that beyond just marketing and applying social tools to sales, customer service and supply chain. 9Meet.Share.Learn Slide 9 29th & 30th March, Melbourne, Victoria, Australia
  • 10. AusLUG2011 AusLUG2012 What is social business - 2 Social businesses are also able to leverage the real-time insights they gain about people, their product, and their brand through social channels to improve their business and drive value for their customers. • 71% C-level and VP Marketing – competitive advantage • 70% not yet integrated it into their business strategy Forrester concluded] that, while most marketing leaders recognize that social can enhance the customer experience, many organizations are not set up to capitalize on this opportunity. Organize For Success In The Connected World A Social Business Blueprint by Facebook, based on a commissioned study by Forrester Consulting February 2012 10Meet.Share.Learn Slide 10 29th & 30th March, Melbourne, Victoria, Australia
  • 11. AusLUG2011 AusLUG2012 What is social business - 3 • Deepen client relationships and truly engage clients; • Innovation - with crowdsourcing and collective intelligence; • Talent Management - With the entire Generation Y doing everything this way such that if you dont capitalize on that, the war for talent will be lost, Sandy Carter; • Operational efficiency - cost savings to be had by leveraging social. So not only does social business drive deeper relationships and increase revenue, it also reduces cost. 11Meet.Share.Learn Slide 11 29th & 30th March, Melbourne, Victoria, Australia
  • 12. AusLUG2012 State of social landscape In the last 60 seconds 12Meet.Share.Learn Slide 12 29th & 30th March, Melbourne, Victoria, Australia
  • 13. AusLUG2012 State of social landscape Australia 2011 Facebook 11,200,000 YouTube 11,000,000 Twitter 1,800,000 LinkedIn 2,200,000* *3m at 19 March 2012 5m Professionals in AU 13Meet.Share.Learn Slide 13 29th & 30th March, Melbourne, Victoria, Australia
  • 14. AusLUG2012 State of social landscape 14Meet.Share.Learn Slide 14 29th & 30th March, Melbourne, Victoria, Australia
  • 15. AusLUG2011 AusLUG2012 Contents – joining the dots It’s complicated Methodology Illustrations • Social strategy & governance • Social architecture • Social analytics & social business intelligence • Communities 15Meet.Share.Learn Slide 15 29th & 30th March, Melbourne, Victoria, Australia
  • 16. AusLUG2012 16Meet.Share.Learn Slide 16 29th & 30th March, Melbourne, Victoria, Australia
  • 17. AusLUG2011 AusLUG2012 It’s complicated – but not all new But for IT, there are elements we have seen before: • (Enterprise) strategy • Architecture • Governance • Platforms (Communities; UC) • Change management • People management • Cultural adaption & transformation • User adoption & training 17Meet.Share.Learn Slide 17 29th & 30th March, Melbourne, Victoria, Australia
  • 18. AusLUG2011 AusLUG2012 It’s complicated - challenges Whats new, includes: • Driven by users esp. PR or Marketing or Communications • Built on expectations of mobility and cloud and Facebook • Consumerization of IT • Widely different C-level views, fears and expectations • Confused with social media marketing • Lack of C-level personal exposure 18Meet.Share.Learn Slide 18 29th & 30th March, Melbourne, Victoria, Australia
  • 19. AusLUG2011 AusLUG2012 It’s complicated – but this is the deal You cant opt out of social; you can manage the risk. auslug OR lotus OR (IBM AND collaboration) OR domino OR "Social Enterprise" OR "Enterprise social Network" OR Yammer OR newsgator OR sharepoint 19Meet.Share.Learn Slide 19 29th & 30th March, Melbourne, Victoria, Australia
  • 20. AusLUG2012 Methodology Strategy formulating policy and strategy through researching your brand, customers, partners and competitors Intelligence monitoring, collecting and analyzing social data to make informed, agile business and policy decisions Communities building ‘owned’ social platforms for listening, support, building, collaboration and content Governance social business metrics, ROI, policy and guidelines, processes, social architecture 20Meet.Share.Learn Slide 20 29th & 30th March, Melbourne, Victoria, Australia
  • 21. AusLUG2012 Communities and networks • Business Priorities Strategy • Capabilities • Design Architecture • Social Presence • RisksParticipating Governance • Process • Defensive Managed Monitoring • Offensive Owned 21Meet.Share.Learn Slide 21 29th & 30th March, Melbourne, Victoria, Australia
  • 22. AusLUG2012 22Meet.Share.Learn Slide 22 29th & 30th March, Melbourne, Victoria, Australia
  • 23. AusLUG2012 Social Strategy Not just marketing. Social Governance • What does this mean for the next rev? • What issues remain in the product? • What’s not clear in support or FAQs? • Who are some great people to hire? • Why are people buying competitors products? • Who are our advocates? Issue: corporate coordination and communication. Point: social strategy, social governance 23Meet.Share.Learn Slide 23 29th & 30th March, Melbourne, Victoria, Australia
  • 24. AusLUG2012 Social Architecture • 65% of Global 100 companies have active Twitter accounts • 54% have Facebook fan pages; • 50% have YouTube video channels; • 33% have corporate blogs; • but just 20% utilize all four channels. Issue: fragmentation and inefficient coordination Point: social architecture 24Meet.Share.Learn Slide 24 29th & 30th March, Melbourne, Victoria, Australia
  • 25. AusLUG2012 Social Business Intelligence (Social Analytics) Where are your customers? • What are they discussing? • With whom? • Where are they in buying cycle? • Who do they trust? • Are competitors engaging – how? • Who are our advocates? Issue: where, how often, what issues? Point: social business intelligence – social analytics 25Meet.Share.Learn Slide 25 29th & 30th March, Melbourne, Victoria, Australia
  • 26. AusLUG2012 Communities Participating Wikis Listening, establishing reputation (I’m one of you) Managed Listening, supporting, building reputation, marketing External Communities Owned Closed Network Listening, supporting, building relationships, collaborating Example: customer communities Internal Example: channels, members Communities Example: Intranets, communities of practice 26Meet.Share.Learn Slide 26 29th & 30th March, Melbourne, Victoria, Australia
  • 27. AusLUG2012 Communities Federated Social Networks Participating Managed Participating Owned Managed Participating Owned Managed Owned 27Meet.Share.Learn Slide 27 29th & 30th March, Melbourne, Victoria, Australia
  • 28. AusLUG2012 Methodology 1.Assess Phased 8.Monitor 2.Strategise Plan Do Check Act Social Can apply to one function 7.Engage Business 3.Create Framework Brand and crisis management 6.Share 4.Protect 5.Participate 28Meet.Share.Learn Slide 28 29th & 30th March, Melbourne, Victoria, Australia
  • 29. AusLUG2011 AusLUG2012 Contents – Tips Tips for enterprise IT Tips for Partners Conclusion Contact 29Meet.Share.Learn Slide 29 29th & 30th March, Melbourne, Victoria, Australia
  • 30. AusLUG2012 Tips for enterprise IT You’ve done this before Something like it anyway! Does this ring any bells? Strategy Monitoring Governance Architecture 30Meet.Share.Learn Slide 30 29th & 30th March, Melbourne, Victoria, Australia
  • 31. AusLUG2012 Tips for enterprise IT Federated IT Five Key Roles to retain in IS Strategy Monitoring Governance Architecture # The New CIO Leader: Setting the Agenda and Delivering Results, Marianne Broadbent, Ellen Kitzis (IT governance: how top performers manage IT decision rights for superior results Peter Weill, Jeanne W. Ross) 31Meet.Share.Learn Slide 31 29th & 30th March, Melbourne, Victoria, Australia
  • 32. AusLUG2012 Tips for enterprise IT Digital Council “IT Steering Committee” for social Make sure that you are represented Make sure that you are informed 32Meet.Share.Learn Slide 32 29th & 30th March, Melbourne, Victoria, Australia
  • 33. AusLUG2012 Tips for enterprise IT SM Centre of Excellence Cisco, late 2011 Frost & Sullivan Evaluate Establish Central Team Operationalise in CoE Not unlike corporate IT 33Meet.Share.Learn Slide 33 29th & 30th March, Melbourne, Victoria, Australia
  • 34. AusLUG2012 Tips for enterprise IT Don’t invest at periphery 34Meet.Share.Learn Slide 34 29th & 30th March, Melbourne, Victoria, Australia
  • 35. AusLUG2012 Tips for Partners Are you social? You cannot sell social IF YOU are not social Plan to get with the program 35Meet.Share.Learn Slide 35 29th & 30th March, Melbourne, Victoria, Australia
  • 36. AusLUG2012 Tips for Partners Use IBM’s social resources IBM has huge social investments and resources Learn how to integration these into your social engagement program • Re-purpose • Refer • Contribute • Participate 36Meet.Share.Learn Slide 36 29th & 30th March, Melbourne, Victoria, Australia
  • 37. AusLUG2012 Tips for Partners Understand client lifecycle Maturity model • Assess the client • Consider the total scope of the engagement • Skills you need • Change management • Who is the right sponsor? 37Meet.Share.Learn Slide 37 29th & 30th March, Melbourne, Victoria, Australia
  • 38. AusLUG2012 Tips for Partners Understand social intelligence All social data streams: • Drilldown analysis • Sentiment analysis • Comparative analysis • Drilldown to influencers • Drilldown to sources • Slice and dice • Periodic reporting: • weekly • bi-weekly • monthly • real-time 38Meet.Share.Learn Slide 38 29th & 30th March, Melbourne, Victoria, Australia
  • 39. AusLUG2012 Tips for Partners Apply social intelligence Who is talking about social? Where? How often? Why? Are they for you? 39Meet.Share.Learn Slide 39 29th & 30th March, Melbourne, Victoria, Australia
  • 40. AusLUG2011 AusLUG2012 Conclusion So its really about understanding that this is not just a technology play; this is a people play where you need to pull in communities. Its not about how to deploy the technology. Sandy Carter. 40Meet.Share.Learn Slide 40 29th & 30th March, Melbourne, Victoria, Australia
  • 41. AusLUG2011 AusLUG2012 Contact Walter Adamson walter.adamson@igo2group.com m: +61 403 345 632 | @adamson | My social web: http://xeeme.com/walter Good Reading – blog posts: Why social is not just another channel, nor a destination Enterprise Social Networks – 5 Roads to Failure Social Media Monitoring Tools – 5 Key Features Brand Resilience 2 – social strategy and brand breadth Social Media – 5 Tips on How to Gain Insight from Monitoring 5 MORE Signs You Are NOT a Social Business 360 Social Business Engagement – consumer *and* employee 41Meet.Share.Learn Slide 41 29th & 30th March, Melbourne, Victoria, Australia
  • 42. AusLUG2012 If you are not social then you do not exist If you are not social then you do not exist! Or, as Arianna Huffington says “you’re not in Kansas now Tonto!”. 42Meet.Share.Learn Slide 42 29th & 30th March, Melbourne, Victoria, Australia