The Social Business AGENDA: Tackling the Top 2011 Trends for Competitiveness

The Social Business AGENDA:Tackling the top 2011 Trends for g pCompetitivenessSandy Carter | VP, Social Business y | ,Evangelist | IBM Corporation@sandy_carter #Marketo

What is Social Business? Use of collaboration/social Engaging networking to enable global teams To work more effectively Outperformers 44% Transparent 57% Underperformers MORE 28% Nimble Source: IBM CIO Study, 2010 Note: Outperformers are derived f N t O t f d i d from an analysis of th compound annual growth rate (CAGR) f l i f the d l th t for 2003-2008 EBITDA within industries. Outperformers represent companies above the median: n=203Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business”by Sandy Carter, ISBN: 0132618311, Copyright © 2011, IBM Press #Marketo Page 3

The Modern Network Economy:Social Businesses “magic” magic(innovation) happens here #Marketo Page 4

Align Organizational Goals & Culture Gain “Friends” Through Social Trust Engage Through Experiences Network Your Business Processes Design for Reputation and Risk Management Analyze Your DataSource: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press #Marketo Page 5

Impacts of different cultures, goals, … Bank Servicer Smartphone Provider Bank Channels Customers Channels Bank’s Customers Company Company Investors Partners Investors Partners Goals: Goals: Help our banks “Act Big” Create innovative new productsProvide single solution to customers P id i l l ti t t Create markets C t k t #Marketo Page 6

Align Organizational Goals and Culture Social Computing Guidelines:IBM Case Spring MayStudy: 2005 2008 Empower everyone to participateAlign Employees = brand ambassadorsCorporate Digital CouncilCulture Build a culture for participation starting inside first Experiment. A lot. Gaming. Jams. #Marketo Page 7

Friends and Social Trust What Desire what Mutual is a is best for Honesty understanding ‘friend’? the other and compassion Common interests, financial exchange, dislikes, relationships of beliefs, knowledge or prestige Built Over Time Social By Transparent, Open Communication Trust Care and CommitmentSource: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,ISBN: 0132618311, Copyright © 2011, IBM Press #Marketo Page 8

Gain Trust: Richard Scott Salon• Aggressively services through Facebook, LinkedIn, Twitter, Foursquare• Comprehensive integrated marketing to embed trust at every level l l• No print ad for 1.5 years; p y ; tremendous growth in new clients #Marketo Page 9

Engaging Franchisees Weekly online promo and ad updates are delivered to franchisees – along with g blogs, tagging, ratings and real-time collaboration.Social business ensures anengaged and enthusiasticfranchisees and a consistentshopping experience at all120 locations. Secure document updates support the 30-day low-price guarantee and the 30-day 30 day satisfaction guarantee. #Marketo Page 10

Engage: Volvo Virtual Gifting 5.3 million Volvo-branded checkins 1.3 million Volvo-branded virtual goods (including a steering wheel, a wheel, the Volvo iron mark, and the S60 vehicle) 20,000 clicks to “See the S60 in Action Action” Click-through rate (CTR) of 1.5% 1 5% #Marketo Page 11

Engage: Social Gaming #Marketo Page 12

Engage: Mobile Crowdsourcing to Clean Up Waterways Use U your iPh iPhone – take a picture Upload: U l d water lt level, l flow rate, trash level Aggregated data is consolidated and shipped to the water control boards in the local regionsCopyright IBM Corporation 2010. All rights reserved. creekwatch@almaden.ibm.com #Marketo Page 13

Engage: Building relationshipsdrives business value #Marketo Page 14

Social Enable Your Marketing OLD PROCESS: Direct Mail, eMail, Telephone, Advertising, PR, EventsLead Generation Lead Nurture Lead Conversion SOCIAL ENABLED PROCESS: IBM Add in Social! • WATSONeBook Twitter, Content Blogs Activation #Marketo Page 15

(Social) Network Your Processes: HR Resource SharingOLD PROCESS: Resource Future Collaboration Productivity Sharing Planning Human Resource ProcessSOCIAL ENABLED PROCESS: CeMex Brainstorming new ideas Sharing skills #Marketo Page 16

Design for Reputationand Risk Management Have a plan and a team H l d t Develop a Disaster recovery plan!!! Be proactive and fast! p Be transparent with 2 way dialogue Don’t try to manipulate #Marketo Page 17

Analytics: Gatorades Command Center #Marketo Page 18

Move f t and iterate to reach the tipping point M fast d it t t h th ti i i tSource: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter, #Marketo Page 19ISBN: 0132618311, Copyright © 2011, IBM Press

The World Changes Fast! Follow me @ sandy_carter http://twitter.com/sandy_carter Subscribe to my blog http://socialmediasandy.wordpress.com #Marketo Page 20

The Social Business AGENDA:Tackling hT kli the top 2011 T Trends dfor Competitiveness &TWITTER AFTER-PARTY!Send Sandy Carter a question on Twitter. Include#Marketo in your tweet.#Marketo @sandy_carter

Thank YouContact Us+1.877.260.6586www.marketo.com

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The Social Business AGENDA: Tackling the Top 2011 Trends for Competitiveness

by Marketo on Apr 27, 2011

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