• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Social Business Design
 

Social Business Design

on

  • 1,386 views

 

Statistics

Views

Total Views
1,386
Views on SlideShare
1,338
Embed Views
48

Actions

Likes
1
Downloads
0
Comments
1

3 Embeds 48

http://mortenhejlesen.dk 46
http://www.lmodules.com 1
http://www.slideshare.net 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Social Business Design Social Business Design Presentation Transcript

    • TDC Talentprogram SOCIAL BUSINESS DESIGN MORTEN HEJLESEN, DIRECTOR OF INNOVATION MANAGEMENT INNOVATION LAB
    • KOMMUNIKATION DA BEDSTEFAR VAR DRENG…
    • …OG SOM VOR MOR LAVEDE DEN
    • SALGSBOOM OG UDFORDRING AF BRAND
    • SELVMÅL I DEN NYE MEDIEVIRKELIGHED
    • “It is the most successful viral advertising ever. We have cut through the media clutter. It has cost us the same as a 30 second commercial, aired a few times on TV’’ Peter Helstrup, Gray Advertising “I think there is an audience for virals. I think there is value in "cutting through." but pretending you are a hot, slutty mommy when you are in fact a paid actress is telling a lie and it will reflect back on your brand.’’ Blogger TO FORSKELLIGE SIDER AF SAMME SAG…
    • MAGTENS KERNE I MODEBRANCHEN
    • DANSKE MODEBLOGGERE PÅ FØRSTE RÆKKE
    • FRA OLDBOYS NETWORK TIL eFASHIONISTAS
    • TILLIDSFORHOLD OG BESLUTNINGSPROCESSER Kilde: Forrester Research, North American Technographics, Q2 2008
    • BROK I DE GODE GAMLE DAGE…
    • TRANSPARENS OG STREISANDEFFEKTEN
    • SVAR PÅ REDE HÅND…
    • Proportion of all adults who started their research online for their most recent considered purchase (an item that they researched before purchase) Travel (e.g., hotel, flight) 63% Computer hardware 59% Computer software/video games 55% Consumer electronics 51% Event tickets (e.g., cinema, theater) 47% Mobile phone 41% Videos/DVDs 39% Music (CDs/tapes/records) 36% Books 32% Clothing or footwear 16% Cosmetics or beauty products 15% All considered purchases 38% SALG BEGYNDER STADIG OFTERE ONLINE Kilde: Forrester Research, European Technographics, Q2 2009
    • Proportion of all adults who used the Internet for their most recent considered purchase (an item that they researched before purchase) Travel (e.g., hotel, flight) 63% 50% Computer hardware 59% 36% Computer software/video games 55% 39% Consumer electronics 51% 29% Event tickets (e.g., cinema, theater) 47% 38% Mobile phone 41% 24% Videos/DVDs 39% 33% Music (CDs/tapes/records) 36% Started 26% research Books 32% 26% online Clothing or footwear 16% 11% Ultimately Cosmetics or beauty products 15% bought 10% 38% online All considered purchases 27% …OG GENNEMFØRES ONLINE FOR 25% Kilde: Forrester Research, European Technographics, Q2 2009
    • MOBILISEREDE KUNDER UDFORDRER BRANDS
    • “Which of the following have you ever used your mobile phone for?” SMARTPHONES SKABER ØGET MOBILBRUG Kilde: European Technographics® Retail, Customer Experience, And Travel Online Survey, Q3 2009, 944 Western European daily Internet mobile users
    • SEMANTISK WEB STYRKER TRANSPARENS Almindelig visning af søgeresultat Visning med struktureret metadata via Google Rich Snippets
    • KØBSBESLUTNINGSPROCES I UDVIKLING? Kilde: Efthymios Constantinides and Stefan J. Fountain
    • BUSINESS AS USUAL…
    • …ELLER SOCIAL BUSINESS DESIGN? Kilde: David Armano
    • RELATIONSMARKEDSFØRING 2.0
    • AL MAGT TIL FOLKET!
    • BRAND SOM FACILITATOR I SAMTALEMARKEDER Kilde: David Armano
    • MODE MED SOCIAL INDKØBSSTRATEGI
    • SEGMENTERING UD FRA ADFÆRD PÅ NETTET 1. Hvor er dine kunder online? 2. Hvad er dine kunders sociale adfærd online? 3. Hvilke sociale informationer eller mennesker stoler dine kunder på? 4. Hvad er dine kunders sociale indflydelse? Hvem har tillid til dem? 5. Hvordan benytter dine kunder sociale teknologier I forbindelse med dine produkter? Kilde: Forrester 2010
    • …OG SEGMENTSPECIFKKKE POTENTIALER Kilde: Forrester 2008
    • FASTLÆGGELSE AF STRATEGISKE MÅL At lytte og • Monitorering af kunder og identifikation af nye tendenser og behov • Styrket forståelse af konsumentadfærd og beslutningsprocesser observere At tale med og • Skabelse af forbindelser til kunder og partnere gennem dialogorienterede medier forbinde sig • Opbygning af brand awareness og “share of voice” At skabe • Skabelse af momentum og øget spredning af budskaber i markedet • Styrket salg gennem anbefalinger og kundeambassadører momentum • Tillidsskabelse og brandbuilding At støtte og • Hjælpe kunder med at løse deres problemer effektivt og let • Lade kunder hjælpe hinanden med at løse problemer hjælpe • Styrke loyalitet gennem langvarig relationsopbygning At samskabe og • Høste idéer og inputs fra kunder • Samskabelse af produkter med kunder udvikle • Integrerede produkter, der i sig selv er relationsorienterede
    • DATA SOM DRIVKRAFT FOR LÆRING
    • EXIT OG TURNAROUNDSTRATEGI 2.0 -
    • EFFEKTIV REDNING PÅ MÅLSTREGEN? 50% 45% 40% 35% 30% Go to a Domino's 25% Order Domino's for delivery Visit Dominos' web site 20% Search for information on 15% Domino's 10% 5% 0% Before Viewing Prank After Viewing Prank After Viewing Apology Video Video Video Kilde: Mediacurves.com
    • SALGSMOMENTUM SKABT I REALTID
    • MOMENTUM OG NETVÆRKSEFFEKTER Kilde: David Armano
    • KAN SOCIAL MARKEDSFØRING SÆLGE BILER?
    • ER ENGAGEMENT GOD FORRETNING? +18% revenue +15% gross margin growth +5% revenue +3% gross margin growth +10% revenue +1% gross margin growth -6% revenue -11% gross margin growth Kilde: EngagementDB.com
    • LYTTELYST OG FÆLLESSKABSFACILITERING
    • SOCIAL BUSINESS MODEL DESIGN
    • Channels Platform Processes Decision Store/ engine Account branch management Interaction management system Post Order processing Phone Single view of the customer Fulfillment Web Database Customer Mobile Customer service ORKESTRERING OG INTEGRATION AF KANALER
    • B2B ER FORHOLDSVIS UOPDYRKET LAND “Of the following interactive marketing tactics, which ones are you using or piloting?” Using Piloting Email newsletters 86% 2% Webinars and/or teleconferencing 75% 8% Microsites, landing pages, or personal URLs 72% 11% Online display ads (static or dynamic) 66% 4% Rich media demonstrations/apps 60% 10% Video marketing (brand, product, or testimonial 39% 10% RSS feeds 33% 13% Blogs 31% 17% Podcasts 29% 12% Online communities or forums 28% 15% Social Networks (e.g., LinkedIn, Facebook) 25% 17% Customer (or partner) contributed content 23% 10% Virtual tradeshows or conference 21% 10% Contextual or behavioral targeting of ads 19% 6% Kilde: Forrester’s Q1 2008 B2B Online Social Computing Survey, 189 B2B marketers
    • BRANDBUILDING & LEADGENERERING Kilde: Forrester’s Q1 2008 B2B Online Social Computing Survey, 189 B2B marketers
    • FRA ALLIANCESTRATEGI TIL ØKOSYSTEMER
    • CORPORATE AUGMENTED REALITY
    • DEMOKRATISK DATA VISER VEJ TIL FESTEN
    • GLOBAL ORKESTRERING AF VÆRDIKÆDER GLOBAL ADGANG TIL RESSOURCER Transparens i data og Konfiguration af Forudsigelse af Kontinuerlig processer i global ressourcer i efterspørgsel og forbedring og forsyningskæde realtid ressourcebehov strategisk fit INDIVIDUEL OG SAMSKABT VÆRDI Kapacitet til at Forudsigelse af Kontinuerlig Fokus på den enkelte kunne samskabe kundetrends og - forbedring og kundes valg og behov med kunderne forventninger strategisk fit Kilde: C. K. Prahalad
    • EXPERIENCE CO-CREATION MED KUNDEN
    • KUNDEENGAGEMENT OG KANALSTRATEGI
    • BRUGERE OG BRANDS I DATAØKOSYSTEMER