Social Media Implications to the Boston SIM Chapter

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Layers: The business implications of social media. I gave this talk to the Boston chapter of the Society for Information Management (SIM) on Thursday September 16, 2010 at the Burlington Marriott

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Social Media Implications to the Boston SIM Chapter

  1. 1. September, 2010 SIM Boston Layers: Our Social Media Future Disruptive Trends: New Media Expansion, Emerging Customer Social Behavior and Value Opportunities © 2010 Diamond Management & Technology Consultants, Inc. Dr. John J. Sviokla john.sviokla@diamondconsultants.com Blog: www.sviokla.com twitter: jjsviokla cell: 617.510.3565
  2. 2. Layers: The information future |2 High Performance, Layer Enabled Work Teams Enable New Value The 3 Waves of Capitalism Scale 2nd Wave 3rd Wave Competitors © 2010 Diamond Management & Technology Consultants, Inc. 1st Wave Speed
  3. 3. |3 What are my goals for social media in the short term, medium term and long term? Quantitative Benefit Improve Sales Efficiency Qualitative Benefit Increase Representative Retention Improve Productivity Improve Advertising Effectiveness Representative is Productive Faster Easier Scaling of References © 2010 Diamond Management & Technology Consultants, Inc. and Training Benefits Cost Reduction Reduce Commute Costs Revenue Increase Increase Average Order Size Utilize Timely Information Customer Satisfaction React to Changing Needs Other Variables?
  4. 4. Layers: The information future |4 Implications in Risk: Questions • What will layers do to overall industry profitability? • Where will the value migrate to? • How much time do you have to adjust? © 2010 Diamond Management & Technology Consultants, Inc.
  5. 5. Layers Layers: The information future |5 © 2010 Diamond Management & Technology Consultants, Inc.
  6. 6. Layers: The information future |6 Can you believe this has happened in less than 20 years! © 2010 Diamond Management & Technology Consultants, Inc.
  7. 7. John Jacob Astor Layers: The information future |7 © 2010 Diamond Management & Technology Consultants, Inc.
  8. 8. William Crapo Durant Layers: The information future |8 © 2010 Diamond Management & Technology Consultants, Inc.
  9. 9. Layers: The information future |9 Chad Smith, Steve Chen & Jawed Karim © 2010 Diamond Management & Technology Consultants, Inc.
  10. 10. Layers: The information future | 10 How can I flow data better, manage data better, analyze data better? -- Rollin Ford CIO Wal-Mart © 2010 Diamond Management & Technology Consultants, Inc.
  11. 11. | 11 Technology Trends Ubiquity Always available Mobility Traveling “on” the person © 2010 Diamond Management & Technology Consultants, Inc. Intelligence Situational awareness and advanced functionality Richness Depth of media experience – video, audio, etc. Ability to assemble, plug and play new capabilities Modularity
  12. 12. Data Layers: The information future | 12 © 2010 Diamond Management & Technology Consultants, Inc.
  13. 13. Layers: The information future | 13 Facebook at a Glance • More than 400 million active users as of January 2010 – 50% of active users log on to Facebook in any given day – More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) are shared each week • More than 3 million active pages on Facebook • More than 1.5 million local businesses have active pages on Facebook • More than 70 translations available on the site © 2010 Diamond Management & Technology Consultants, Inc. – About 70% of Facebook users are outside the United States • There are more than 100 million active users currently accessing Facebook through their mobile devices – People that use Facebook on their mobile devices are twice more active on Facebook than non-mobile users • Facebook has over 30,000 servers – Manages over 25 terrabytes of data daily for logging Source: facebook.com 2010 Press
  14. 14. Layers: The information future | 14 Twitter at a Glance • In Jan 2010 Twitter hit 75M unique users worldwide • 50M tweets sent per day – growth of 1,400% from Jan 2009 to Jan 2010 • 55% of audience is international © 2010 Diamond Management & Technology Consultants, Inc. • 50% of twitter users read tweets through applications and not the twitter home page • 4.7M mobile twitter users as of Jan 2010 • Twitter usage via mobile browsers was up 347% (‘09 – ’10) Source: Twitter Blog Readwriteweb.com
  15. 15. | 15 The New Service Fishbowl: Social Media © 2010 Diamond Management & Technology Consultants, Inc. •  Self organized •  Voice of the Customer •  Identity •  Voice of the Customer •  Voice of Customer
  16. 16. | 16 Anatomy of a Mobile Device Increasing Self Functionality Organization Identity © 2010 Diamond Management & Technology Consultants, Inc. Voice of the Persistence Customer
  17. 17. Layers: The information future | 17 The Great Experiment: Making the soft sciences hard Our devices leave breadcrumbs that allow new analysis and prediction ati on Loc tworks Friend Ne Cellphone mmunicatio n Freq uency of Co © 2010 Diamond Management & Technology Consultants, Inc. ests Inter Social Events likely to attend Networking ions O pi n Blogging/ os Vide Twitter tos/ Friend Networks Pho
  18. 18. Layers: The information future | 18 Who will “own” reputation? Where are the insurers? © 2010 Diamond Management & Technology Consultants, Inc.
  19. 19. Customer to Company Relationship Transformed | 19 © 2010 Diamond Management & Technology Consultants, Inc.
  20. 20. | 20 The New Connected Collective • Collaborative Financing: Indie GoGo, Kickstarter • Collaborative Consumption: AirBnB • Collaborative Lending: LendingClub, Zopa © 2010 Diamond Management & Technology Consultants, Inc.
  21. 21. Layers: The information future | 21 Who Are You Serving? Generational Definitions • Cohort born in years 1943 to 1960 • Largest generation to date Baby Boomers • Shaped by culture of 1960s (JFK & MLK assassinations, Woodstock) • Born in years 1961 to 1981 • Characterized as rebelling from achievement and rules © 2010 Diamond Management & Technology Consultants, Inc. Generation X of previous generation • At the forefront of dotcom and grunge movements • Born in years 1982 to 1995 • Also known as Echo generation, the offspring of Baby Millennials Boomers • Shaped by the ubiquity of internet and media
  22. 22. Layers: The information future | 22 Generational Comparison Baby Boomers Generation X (‘61-’81) Millennials (‘82-’95) (‘43-’60) Woodstock Dot com 9/11 Protest the rules Change the rules Rewrite the rules Workaholics Work Hard, Play Hard Killer lifestyle Irrelevance of Distrust institutions Skeptical of institutions institutions © 2010 Diamond Management & Technology Consultants, Inc. TV PC Internet Invent technology Use technology Assume technology Focused Multitask Multitask in parallel Hierarchy Hands off Teamwork First generation kids Latch-key kids Helicopter parents Books Bullet points Tweets Source: Rebecca Ryan, Live First, Work Second
  23. 23. Layers: The information future | 23 Millennials: 1st Generation of Cyberspace Millennials bring new expectations toward both Lifestyle and Work © 2010 Diamond Management & Technology Consultants, Inc.
  24. 24. Layers: The information future | 24 24 Age Pyramid and Emerging Millenials They’re sociable, optimistic, talented, well-educated, collaborative, open-minded, influential, and achievement- oriented. They’ve always felt sought after, needed, indispensable. They are arriving in the marketplace with higher expectations than any generation © 2010 Diamond Management & Technology Consultants, Inc. before them—and they’re so well connected that, if an interaction doesn’t match those expectations, they can tell thousands of their cohorts with one click of the mouse.* *Claire Raines, Managing Millennial, 2002
  25. 25. Layers: The information future | 25 Generational Purchasing Potential •  More than half of all consumers up to age 60 would be comfortable purchasing auto insurance online from a known company (i.e., © 2010 Diamond Management & Technology Consultants, Inc. from a brand that they trust). Source: Online Insurance Sales and Marketing: What’s Happening and What’s Next, 08
  26. 26. Layers: The information future | 26 Baby Boomers – Then and Now © 2010 Diamond Management & Technology Consultants, Inc. Source: PEW, Generations Online 2009
  27. 27. Layers: The information future | 27 EBITDA/Employee by No. of Employees P&C and Multiline Insurers - 2004-2008 Avgs. Quadrant 3 Quadrant 4 More productive Higher labor productivity, Higher labor productivity, Smaller Larger Median $113K EBITDA per employee © 2010 Diamond Management & Technology Consultants, Inc. Quadrant 1 Quadrant 2 Less productive Lower labor productivity, Lower labor productivity, Smaller Larger Median 4,100 employees Smaller Larger
  28. 28. Layers: The information future | 28 Internally: High Performance Teams Cluster Around Expertise Expert in Charge © 2010 Diamond Management & Technology Consultants, Inc. Sub-specialty Sub-specialty Expert #1 Expert #2…N Bitsmith (e.g. the person who helps gather, shape Administrator and use information)
  29. 29. Layers: The information future | 29 Internally: High Performance Task Groups Self Organize, But With Linkage Work Group must conform to input / output standards Work Group E Data X Expert in E Charge C U Capital S T © 2010 Diamond Management & Technology Consultants, Inc. T I Sub-specialty A O Expert #1 Sub-specialty N N (Often Content Expert 2 to N… D Based) A P R R D O Bitsmith Transactions S C Administrator E S S Designs E Decisions S Free to design within work group activities & processes
  30. 30. Layers: The information future | 30 To be Big & Fast You Need to Have Both Hierarchies and Markets The 3 Waves of Capitalism Scale 2nd Wave Companies as Markets and Hierarchies © 2010 Diamond Management & Technology Consultants, Inc. 1st Wave Speed
  31. 31. | 31 What are my goals for social media in the short term, medium term and long term? Quantitative Benefit Improve Sales Efficiency Qualitative Benefit Increase Representative Retention Improve Productivity Improve Advertising Effectiveness Representative is Productive Faster Easier Scaling of References © 2010 Diamond Management & Technology Consultants, Inc. and Training Benefits Cost Reduction Reduce Commute Costs Revenue Increase Increase Average Order Size Utilize Timely Information Customer Satisfaction React to Changing Needs Other Variables?
  32. 32. Big & Fast Layers: The information future | 32 © 2010 Diamond Management & Technology Consultants, Inc.

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