1
© 2014 socialadoption.com
From Social Media to Social Business
Peter H. Reiser – Social Business Geek
peter.reiser@socia...
2
© 2014 socialadoption.com
Twitter @peterreiser
3
© 2014 socialadoption.com
The Customer Experience Lifecycle
PURCHASE RECOMMEND
MAINTAIN
RESEARCH NEED RECEIVE USE
1
2
3
...
4
© 2014 socialadoption.com
WEB
CONTACT
CENTER
IN-STORE
CATALOG
MOBILE
EMAIL
SOCIAL
NEED /
RESEARCH
SELECT PURCHASE
MAINTA...
5
© 2014 socialadoption.com5
let’s do a reality check
6
© 2014 socialadoption.com
Enterprise Social Landscape
Product
Development
Marketing HR IT Customer
Service
IDEAStorm Mon...
7
© 2014 socialadoption.com
Source: http://www.global-integration.com/resources/cartoons
I need a urgent response
for a cu...
8
© 2014 socialadoption.com
The Novelty Is Over
Source: http://www.edelmandigital.com/2012/03/05/weaving-social-layer-acro...
10
© 2014 socialadoption.com
Social Business Strategy
11
© 2014 socialadoption.com
Social Business Strategy
Socially enable your Processes to make your
Business more effective ...
12
© 2014 socialadoption.com
Social – Tools – Graph - Adoption
Integrate Social into your Business Processes
BID Mngt.
Pro...
13
© 2014 socialadoption.com
The untapped Power of Social Insight
Customers
“Why should I pay a
checking fee if other
bank...
14
© 2014 socialadoption.com
Social Media Objective & KPI’s
15
© 2014 socialadoption.com
Social Media Metrics
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© 2014 socialadoption.com
Open Source SNA Tools
Examples
• Node XL (SNA integrated into Excel)
– http://nodexl.codeplex...
17
© 2014 socialadoption.com
Social ROI (WIIFB)
BID Mngt.
Product
Creation
Market Sell Deliver Support
Enterprise Social C...
18
© 2014 socialadoption.com
Innovation Management
BID Mngt.
Product
Creation
Market Sell Deliver Support
Enterprise Socia...
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© 2014 socialadoption.com19
Source: http://www.lithium.com/pdfs/books/lithium-success-book.pdf
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© 2014 socialadoption.com
Business Applications
Social Publishing
BID Mngt.
Product
Creation
Market Sell Deliver Suppor...
21
© 2014 socialadoption.com
barclaycard Ring
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© 2014 socialadoption.com
Business Applications
Sales & Delivery
Social Re-Use versus Win/Loss Rate and Project Margin
...
23
© 2014 socialadoption.com
CRM + Communities
Recommendations based on in
context CRM and Social Insight
24
© 2014 socialadoption.com
ROI on Social Collaboration (Sun Microsystems)
ROI Calculation
Revenue : 11,000 Millions
80% ...
25
© 2014 socialadoption.com
Business Applications
Customer Service
Community Driven Support
BID Mngt.
Product
Creation
Ma...
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© 2014 socialadoption.com26
Source: http://www.lithium.com/pdfs/books/lithium-success-book.pdf
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© 2014 socialadoption.com
ok – and how to drive
Social Adoption ?
28
© 2014 socialadoption.com
Social Adoption
+ = WIIFM
Source: http://socialadoption.com/2008/09/16/community-equity-a-way...
29
© 2014 socialadoption.com
Understand your Communities
Sales Team Tech Team
Next Fiscal year - you can choose
between:
5...
30
© 2014 socialadoption.com
1. Social Value model (Motivational Design)
• Motivation (Behaviorism Theory)
• Intrinsic
• E...
31
© 2014 socialadoption.com
Measuring Social Capital Example
Social Equity Activities Me
Contribution
create
modify
Parti...
32
© 2014 socialadoption.com
In Context Social Value Evaluation
Info 1
IQ=10
Info 2
IQ=20
Java
TQ=30
Ruby
TQ=20
33
© 2014 socialadoption.com
Tag Equity
Info 1
IQ=10
Info 2
IQ=20
Info 3
IQ=30
Java
TQ=60
Ruby
TQ=60
Info 4
IQ=40
34
© 2014 socialadoption.com
Tag Equity
Info 1
IQ=10
Info 2
IQ=20
Info 3
IQ=30
Java
TQ=60
Ruby
TQ=60
TQ(Java)=30
TQ(Ruby)=...
35
© 2014 socialadoption.com
User Benefit (WIIFM)
Social Ranking
Recognition (Incentive)
Expertise and Skills discovery
36
© 2014 socialadoption.com
Social Value Model
• WIIFM
– Recognition  Kudos
– Rewards  Payback Points
• WIIFB
• 100% co...
37
© 2014 socialadoption.com
Social Value Model
• WIIFM
– Recognition  Kudos
– Rewards  Payback Points
• WIIFB
– 25% inc...
38
© 2014 socialadoption.com
Sun Microsystems
Engineer
Principal
Fellow
Senior Engineer HR Levels HR Promotion Process
Pee...
39
© 2014 socialadoption.com
=> 55 Klout Score = Business Lounge American Airlines
41
© 2014 socialadoption.com
Social Business Summary
• Horizontally integrate Social into your Business Processes
• Levera...
42
© 2014 socialadoption.com
 Social Business Strategy (WIIFB)
 Social Value Modeling (WIIFM)
 Social Product Strategy
...
43
© 2014 socialadoption.com
@Apéro
@peterreiser
facebook.com/reiser2.0
linkedin.com/in/peterreiser
Thank you
http://socia...
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From Social Media to Social Business (updated)

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The presentation covers a 3 point strategy and real examples on how to socially enable your applications to make your Business more effective and efficient

Integrate Social into YOUR Business Processes
Social ROI – What’s In It For the Business (WIIFB)
Social Adoption – What’s In It For Me (WIIFM)

NEW! updated use case examples

Published in: Technology, Business
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  • CX focuses on total Customer experience and processes from an Social Outside perspective.. This customer facing processes are directly related to corresponding internal processes of the employees of a company – as example CRM – Customer Relationship management. We call the socializing of these processes Social Inside.
  • Sun Microsystems/Oracle implemented a collaboration system which measures the impact of social re-use of content and correlated this social metrics with the standard Win/Loss metrics from Siebel CRM and Project Margin metrics from Oracle Project Accounting. Sales Opportunities with social re-use of content had an average of 14% higher win rate versus projects with non-reuse. Project implementations had an average of 20% higher margin versus projects with non-reuse.ROI Calculation Sales OpportunitiesRevenue : 11,000 Millions 80% of projects in project repository: 8,800 Millions15 % average Re-Use: 1,320 MillionsAverage win rate improvement : 10 %ROI: 132 Millions incremental revenue
  • Sun Microsystems/Oracle implemented a collaboration system which measures the impact of social re-use of content and correlated this social metrics with the standard Win/Loss metrics from Siebel CRM and Project Margin metrics from Oracle Project Accounting. Sales Opportunities with social re-use of content had an average of 14% higher win rate versus projects with non-reuse. Project implementations had an average of 20% higher margin versus projects with non-reuse.ROI Calculation Sales OpportunitiesRevenue : 11,000 Millions 80% of projects in project repository: 8,800 Millions15 % average Re-Use: 1,320 MillionsAverage win rate improvement : 10 %ROI: 132 Millions incremental revenue
  • Barclaycard Ring is the world's first community-designed credit card. Its cardmembers collaborate to build a better credit card experience. To be approved for the Ring card is to join an outspoken community, and to frequently convene for conversations about financial topics on the Ring website, which is endowed with a wealth of social tools. In an unprecedented move, Barclaycard has empowered members with:

1) Transparency in how Barclaycard makes money, including metrics on Ring's financial performance

2) Influence on what Ring's benefits, rates, rules and penalties are, facilitated by an idea submission and peer evaluation system

3) A share of Ring profits, with the option to donate profits to community-chosen charities

4) Gamification to drive positive cardmember behaviors, such as helping others and going paperless

5) A robust social experience at barclaycardring.com, with topical forums, ask-and-answer, idea-sharing, polls, blogs, and credits earned for community participationAfter launching in April 2012, the Lithium-powered Ring community is already generating positive returns. Barclaycard has combined Ring with other voice of the customer initiatives to decrease complaints by 50% and increase customer retention by 25%, resulting in an annualized benefit of over $10MM. This is a result of:

1) The 50+ crowdsourced customer ideas and suggestions that Barclaycard has already taken action on

2) The use of game dynamics to incent beneficial customer behaviors, such as paying on time and going paperless

3) The deeper understanding of customer needs and behaviors that Barclaycard has gained from polling members and observing their discussions in the community

"Barclaycard Ring is a fantastic example of how Barclaycard US drives to be a customer-focused company," says Paul Wilmore, GM of Consumer Markets, Barclaycard US. "We believe this is the way all companies will engage with customers in the future."September 4 2012 to present
  • Sun Microsystems/Oracle implemented a collaboration system which measures the impact of social re-use of content and correlated this social metrics with the standard Win/Loss metrics from Siebel CRM and Project Margin metrics from Oracle Project Accounting. Sales Opportunities with social re-use of content had an average of 14% higher win rate versus projects with non-reuse. Project implementations had an average of 20% higher margin versus projects with non-reuse.ROI Calculation Sales OpportunitiesRevenue : 11,000 Millions 80% of projects in project repository: 8,800 Millions15 % average Re-Use: 1,320 MillionsAverage win rate improvement : 10 %ROI: 132 Millions incremental revenue
  • Sun Microsystems/Oracle implemented a collaboration system which measures the impact of social re-use of content and correlated this social metrics with the standard Win/Loss metrics from Siebel CRM and Project Margin metrics from Oracle Project Accounting. Sales Opportunities with social re-use of content had an average of 14% higher win rate versus projects with non-reuse. Project implementations had an average of 20% higher margin versus projects with non-reuse.ROI Calculation Sales OpportunitiesRevenue : 11,000 Millions 80% of projects in project repository: 8,800 Millions15 % average Re-Use: 1,320 MillionsAverage win rate improvement : 10 %ROI: 132 Millions incremental revenue
  • From Social Media to Social Business (updated)

    1. 1. 1 © 2014 socialadoption.com From Social Media to Social Business Peter H. Reiser – Social Business Geek peter.reiser@socialadoption.com
    2. 2. 2 © 2014 socialadoption.com Twitter @peterreiser
    3. 3. 3 © 2014 socialadoption.com The Customer Experience Lifecycle PURCHASE RECOMMEND MAINTAIN RESEARCH NEED RECEIVE USE 1 2 3 4 5 6 7 8 SELECT BUY OWN Support & ServeMarket & Sell
    4. 4. 4 © 2014 socialadoption.com WEB CONTACT CENTER IN-STORE CATALOG MOBILE EMAIL SOCIAL NEED / RESEARCH SELECT PURCHASE MAINTAIN / RECOMMEND RECEIVE / USE A complex customer journey CUSTOMERS DEMAND A BETTER EXPERIENCE Read Reviews Comparison Site Web Search Ask Facebook Friends For Recommendations Visit Branch Office Chat Email Order Confirm w/Rec Pickup Local Store Tweet About Purchase Experience Ask for Help on Community Chat Room Product Info Order Online Kiosk Change Order Select Product Browse Catalog Order Online Call for Info about Add-on Accessories
    5. 5. 5 © 2014 socialadoption.com5 let’s do a reality check
    6. 6. 6 © 2014 socialadoption.com Enterprise Social Landscape Product Development Marketing HR IT Customer Service IDEAStorm Monitoring Recruitment Collaboration CommunitiesSocial Tools Silos Social Graph Silos
    7. 7. 7 © 2014 socialadoption.com Source: http://www.global-integration.com/resources/cartoons I need a urgent response for a customer complaint via Twitter ....
    8. 8. 8 © 2014 socialadoption.com The Novelty Is Over Source: http://www.edelmandigital.com/2012/03/05/weaving-social-layer-across-your-organization/ Social Media Social Business
    9. 9. 10 © 2014 socialadoption.com Social Business Strategy
    10. 10. 11 © 2014 socialadoption.com Social Business Strategy Socially enable your Processes to make your Business more effective and efficient
    11. 11. 12 © 2014 socialadoption.com Social – Tools – Graph - Adoption Integrate Social into your Business Processes BID Mngt. Product Creation Market Sell Deliver Support Business Applications IDEA Storm Social Monitoring Social Discovery Social Collaboration Communities Social Insight
    12. 12. 13 © 2014 socialadoption.com The untapped Power of Social Insight Customers “Why should I pay a checking fee if other banks don’t charge one?” Workforce “Wow – our Social CRM found the right internal expert with one click ...” Competition The Public “Service of my Bank xYZ is ridiculous .. need to switch .. ” “RT @finwiz Barclaycard Ring Fees: Want to get rid of the 1% Foreign Country Fee?
    13. 13. 14 © 2014 socialadoption.com Social Media Objective & KPI’s
    14. 14. 15 © 2014 socialadoption.com Social Media Metrics
    15. 15. 16 © 2014 socialadoption.com Open Source SNA Tools Examples • Node XL (SNA integrated into Excel) – http://nodexl.codeplex.com/ • Gephi (visualization and basic network metrics) – http://gephi.org/ • NetLogo (modeling network dynamics) – http://ccl.northwestern.edu/netlogo
    16. 16. 17 © 2014 socialadoption.com Social ROI (WIIFB) BID Mngt. Product Creation Market Sell Deliver Support Enterprise Social Collaboration - secure – scalable – compliantSocial - Capabilities – Graph - Adoption Business Applications metricsmetricsmetrics metrics metrics
    17. 17. 18 © 2014 socialadoption.com Innovation Management BID Mngt. Product Creation Market Sell Deliver Support Enterprise Social Collaboration - secure – scalable – compliantSocial - Capabilities – Graph - Adoption metricsmetricsmetrics metrics metricsBusiness Applications900 customer ideas IDEAStorm
    18. 18. 19 © 2014 socialadoption.com19 Source: http://www.lithium.com/pdfs/books/lithium-success-book.pdf
    19. 19. 20 © 2014 socialadoption.com Business Applications Social Publishing BID Mngt. Product Creation Market Sell Deliver Support Enterprise Social Collaboration - secure – scalable – compliantSocial - Capabilities – Graph - Adoption metricsmetricsmetrics metrics metrics 25% increase in customer retention Social Marketing
    20. 20. 21 © 2014 socialadoption.com barclaycard Ring
    21. 21. 22 © 2014 socialadoption.com Business Applications Sales & Delivery Social Re-Use versus Win/Loss Rate and Project Margin BID Mngt. Product Creation Market Sell Deliver Support Enterprise Social Collaboration - secure – scalable – compliantSocial - Capabilities – Graph - Adoption metricsmetricsmetrics metrics metrics14% higher Win Rate 20% higher Margin Social Selling Social Collaboration
    22. 22. 23 © 2014 socialadoption.com CRM + Communities Recommendations based on in context CRM and Social Insight
    23. 23. 24 © 2014 socialadoption.com ROI on Social Collaboration (Sun Microsystems) ROI Calculation Revenue : 11,000 Millions 80% of projects in AIM KMS: 8,800 Millions 14 % average Re-Use: 1,320 Millions Average win rate improvement : 10 % Source: http://socialadoption.com/2011/12/12/social-roi-and-social-value-models/
    24. 24. 25 © 2014 socialadoption.com Business Applications Customer Service Community Driven Support BID Mngt. Product Creation Market Sell Deliver Support Enterprise Social Collaboration - secure – scalable – compliantSocial - Capabilities – Graph - Adoption metricsmetricsmetrics metrics metrics 100% Community answered Social Customer Support
    25. 25. 26 © 2014 socialadoption.com26 Source: http://www.lithium.com/pdfs/books/lithium-success-book.pdf
    26. 26. 27 © 2014 socialadoption.com ok – and how to drive Social Adoption ?
    27. 27. 28 © 2014 socialadoption.com Social Adoption + = WIIFM Source: http://socialadoption.com/2008/09/16/community-equity-a-way-to-measure-social-capital-for-an-enterprise/ (Measuring) Social Capital Maslow Social Value Model
    28. 28. 29 © 2014 socialadoption.com Understand your Communities Sales Team Tech Team Next Fiscal year - you can choose between: 5% more salary or work on a cool project Source: http://socialadoption.com/2011/12/12/social-roi-and-social-value-models/
    29. 29. 30 © 2014 socialadoption.com 1. Social Value model (Motivational Design) • Motivation (Behaviorism Theory) • Intrinsic • Extrinsic • Reward models (Cognitive Evaluation Theory) • Tangible/intangible rewards • Excepted/un-excepted • Activity Loop • Motivation -> Action -> Feedback • Fun Engagement Progression
    30. 30. 31 © 2014 socialadoption.com Measuring Social Capital Example Social Equity Activities Me Contribution create modify Participation view rate comment Re-use People ActorsValue per ActivitySum of Value Person Equity Information Equity Community Equity
    31. 31. 32 © 2014 socialadoption.com In Context Social Value Evaluation Info 1 IQ=10 Info 2 IQ=20 Java TQ=30 Ruby TQ=20
    32. 32. 33 © 2014 socialadoption.com Tag Equity Info 1 IQ=10 Info 2 IQ=20 Info 3 IQ=30 Java TQ=60 Ruby TQ=60 Info 4 IQ=40
    33. 33. 34 © 2014 socialadoption.com Tag Equity Info 1 IQ=10 Info 2 IQ=20 Info 3 IQ=30 Java TQ=60 Ruby TQ=60 TQ(Java)=30 TQ(Ruby)=20 Info 4 IQ=40 TQ(Java)=30 TQ(Ruby)=40
    34. 34. 35 © 2014 socialadoption.com User Benefit (WIIFM) Social Ranking Recognition (Incentive) Expertise and Skills discovery
    35. 35. 36 © 2014 socialadoption.com Social Value Model • WIIFM – Recognition  Kudos – Rewards  Payback Points • WIIFB • 100% community support • NPS of 73% • 84% overall customer satisfaction • Community Type – Mobile Users • Community Contributions – Social Support – Social Innovation – Social Marketing
    36. 36. 37 © 2014 socialadoption.com Social Value Model • WIIFM – Recognition  Kudos – Rewards  Payback Points • WIIFB – 25% increased customer retention – 50% decreased customer complaints – 10Mio anualized benefits • Community Type – Credit Card Holders • Community Contributions – Social support – Social Innovation – Social Marketing
    37. 37. 38 © 2014 socialadoption.com Sun Microsystems Engineer Principal Fellow Senior Engineer HR Levels HR Promotion Process Peer Review Candidate Pipeline Criteria's Internal Outreach External Outreach Intellectual Properties .... .... Over average Social Equity Source: http://socialadoption.com/2011/12/12/social-roi-and-social-value-models/
    38. 38. 39 © 2014 socialadoption.com => 55 Klout Score = Business Lounge American Airlines
    39. 39. 41 © 2014 socialadoption.com Social Business Summary • Horizontally integrate Social into your Business Processes • Leverage in context Social Insight across all channels & audiences (BIG Data) – ROI – Discovery / Simulation – Recommendations/Targeting/Segmentation • Social Adoption – its all about Community + Value • Social + Mobile + Cloud
    40. 40. 42 © 2014 socialadoption.com  Social Business Strategy (WIIFB)  Social Value Modeling (WIIFM)  Social Product Strategy Can we help you? http://socialadoption.com
    41. 41. 43 © 2014 socialadoption.com @Apéro @peterreiser facebook.com/reiser2.0 linkedin.com/in/peterreiser Thank you http://socialadoption.com
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