SocialExpanding Your Social Business in a         Global Market
Jesús Hoyos Managing Partner  @jesus_hoyoswww.jesushoyos.com               4/24/2012   ©2012 SugarCRM Inc. All rights rese...
About Jesús Hoyos Google Me: Jesus Hoyos, CRM LinkedIn: http://www.linkedin.com/in/jesushoyos Twitter: @jesus_hoyos Em...
Topic: Social Business in aGlobal Market CRM principals are the same no matter where you  go, but how those principals wo...
Key TrendsThe Gartner 2011 CIO Survey reveals that                                  The 2011 IBM Global CIO study resultsa...
Key Areas Community Platforms            Internal and External Communities Internal Collaboration to manage customers   ...
Are we collaborating in the enterprise?1. Create a private Google site or Facebook group?2. Open a Yammer account before w...
Social Business in other parts of the world Relationships carry more power than data            It is not about a status ...
Key Facts Most International Companies are family owned            The Carlos Slim Effect              Grupo Carso       ...
Key Areas to Consider                4/24/2012   ©2012 SugarCRM Inc. All rights reserved.   10
Geography Consider cities, countries and regional differences  (business units are not countries) Geopolitical risks - p...
Processes and Functionality Make sure you have standard processes that can be  adjusted to the realities of each country ...
Best Practices ARE not Best Practices Many best practices in U.S. are not really best practices in  Latin America or in a...
SaaS & OnPremise Validate the differences between SaaS and OnPremise for  your deployment on each country. If you decide...
Change Management Do not push your CRM projects to the countries. HQ and  the local business units need to buy-in the pro...
Users I think you heard this one before – “Start with the early  adopters or power-users”. I will recommend the contrary...
Use tools and methodolgy that enablescollaboration Agile/Scrum Wikis Project Management          KnowledgeBase GotoMee...
Some ideas before deploying a Globals      Social Business strategy                        4/24/2012   ©2012 SugarCRM Inc....
Discuss Benefits at the local region Static project management tool vs. real-time  collaboration Time to market Crowdso...
Why Collaborate? It is about change management It is about learning from failures Goldfish effect It is about KPIsTwee...
Six Steps to start Collaborating (by region,country)1. Education and Training2. Assess Company Culture3. Learn what failed...
Step 1: Education and Training Industry research in your industry or field Learn about Agile/Scrum Create a wiki or a G...
Step 2: Assess Company Culture Personalities – advocate vs. detractors Are we digital yet? Capable to collaborate Inte...
Step 3: Learn what failed (history of projects) Past success stories Past failures Document what happened Learn from l...
Step 4: Set objectives, goals and metrics Based on the first 3 steps setup goals, objectives  and metrics Gather a list ...
Step 5: Set up an action plan   Project Charter – use a collaboration tool for this   Look for executive buy in   Look ...
Step 5: Start a pilot program   In Phases   Use Collaboration tools   Measure results everyday   Be ready to fail   A...
Q&A      4/24/2012   ©2012 SugarCRM Inc. All rights reserved.   28
Thanks!                    Jesús Hoyos            jesus.hoyos@solvisconsulting.com                     @jesus_hoyosTweet: ...
Submit Session Feedback        Select the SugarCon Mobile App:        1) Tap on this session        2) Tap on survey      ...
#SCON12          4/24/2012   ©2012 SugarCRM Inc. All rights reserved.   31
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Social: Session 4: Expanding Your Social Business In a Global Market

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CRM principals are the same no matter where you go, but how those principals work best – and what is appropriate legally and culturally – can vary dramatically from place to place. Latin American CRM expert Jesus Hoyos explains the ways to expand your social business internationally without overlooking key details like data elements, privacy, laws, culture, the Social CRM aspects of collaboration and deploying social business in multinationals.

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  1. 1. SocialExpanding Your Social Business in a Global Market
  2. 2. Jesús Hoyos Managing Partner @jesus_hoyoswww.jesushoyos.com 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 2
  3. 3. About Jesús Hoyos Google Me: Jesus Hoyos, CRM LinkedIn: http://www.linkedin.com/in/jesushoyos Twitter: @jesus_hoyos Email: jesus.hoyos@solvisconsulting.com More: http://about.me/jesushoyosTweet: #SCON12
  4. 4. Topic: Social Business in aGlobal Market CRM principals are the same no matter where you go, but how those principals work best – and what is appropriate legally and culturally – can vary dramatically from place to place. How to expand your social business internationally? … without overlooking key details like data elements, privacy, laws, culture, the Social CRM aspects of collaboration and deploying social business in multinationals.Tweet: #SCON124/24/2012 ©2012 SugarCRM Inc. All rights reserved. 4
  5. 5. Key TrendsThe Gartner 2011 CIO Survey reveals that The 2011 IBM Global CIO study resultsalmost half of all CIOs expect to operate their uncover that both CEOs and CIOs focusesapplications and infrastructures via cloud over the next 5 years are in Insight andtechnologies within the next five years Intelligence, Client intimacy, people skills, Risk Management, Enterprise modelArticle Source: http://EzineArticles.com/6642962 changes, Industry model changes and Revenue model changes. Article Source: http://EzineArticles.com/6642962A survey by IT staffing company, Robert HalfTechnology of 1400 CIOs across the UnitedStates found that more than half are predictingthat real-time collaboration technologies The CIO Tech Poll in July 2011 shows thatsuch as Jive and SharePoint will surpass Top areas for investments include cloudemail as the chief form of internal computing services (62%), BI &communications in the next 5 years. analytics (57%), hardware infrastructure: tablets (55%) andArticle Source: http://EzineArticles.com/6642962 mobile/wireless (54%). Article Source: http://EzineArticles.com/6642962 Tweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 5
  6. 6. Key Areas Community Platforms Internal and External Communities Internal Collaboration to manage customers B2B B2C Big Data Knowledge Management Workflow and BPM Web and Mobile Apps Consumers Apps in the Enterprise Video / FacetimeTweet: #SCON124/24/2012 ©2012 SugarCRM Inc. All rights reserved. 6
  7. 7. Are we collaborating in the enterprise?1. Create a private Google site or Facebook group?2. Open a Yammer account before we get access to Sharepoint?3. BCC the VP of Customer Service4. Don’t discuss the project failures in the next meeting5. Waterfall vs Agile/Scrum6. Are we ready to be agile and innovate?7. Are we getting ideas from consumers?8. The CEO only has 15 minutes to listen to us?9. Where is that updated project plan?Tweet: #SCON124/24/2012 ©2012 SugarCRM Inc. All rights reserved. 7
  8. 8. Social Business in other parts of the world Relationships carry more power than data It is not about a status update or LinkedIn It is the hand shake, the hug It is the dinner, it is who you know It is personal, it is familyTweet: #SCON124/24/2012 ©2012 SugarCRM Inc. All rights reserved. 8
  9. 9. Key Facts Most International Companies are family owned The Carlos Slim Effect Grupo Carso Telcel Telmex America Movil Many Latin American companies are expanding SURA buys ING Latin America Juan Valdez is now in the United States market Cemex is everywhereTweet: #SCON124/24/2012 ©2012 SugarCRM Inc. All rights reserved. 9
  10. 10. Key Areas to Consider 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 10
  11. 11. Geography Consider cities, countries and regional differences (business units are not countries) Geopolitical risks - part of your change management Design your Social Business program and software globally but deploy it locally projects can fail when one business unit is collaboration-centric and the another one is focused 100% in cutting costs allow different social business technologies to be used – locally or globallyTweet: #SCON12 ©2012 SugarCRM Inc. All rights reserved.
  12. 12. Processes and Functionality Make sure you have standard processes that can be adjusted to the realities of each country and region Make sure that the functionality deployed can be changed quickly. You do not want the local business unit to wait six months for new functionality.Tweet: #SCON124/24/2012 ©2012 SugarCRM Inc. All rights reserved. 12
  13. 13. Best Practices ARE not Best Practices Many best practices in U.S. are not really best practices in Latin America or in any of the BRICS’ countries. Best practices some time are bad practices when deployed in many countries or regions. Make sure you monitor all processes and functionality to make sure if they all make sense as best practices.Tweet: #SCON124/24/2012 ©2012 SugarCRM Inc. All rights reserved. 13
  14. 14. SaaS & OnPremise Validate the differences between SaaS and OnPremise for your deployment on each country. If you decide to use a SaaS solution, be aware that we are in the era of the One-Click Deployment - validate GAP in knowledge and execution. Legal and Privacy aspects can affect a deployment in each country. Talk to Legal.Tweet: #SCON124/24/2012 ©2012 SugarCRM Inc. All rights reserved. 14
  15. 15. Change Management Do not push your CRM projects to the countries. HQ and the local business units need to buy-in the project and a good change management process needs to be in place. Use local Project Managers. Training and more training. Have a realistic budget that goes beyond technology.Tweet: #SCON124/24/2012 ©2012 SugarCRM Inc. All rights reserved. 15
  16. 16. Users I think you heard this one before – “Start with the early adopters or power-users”. I will recommend the contrary, start with the employees that will give you problems with change management or adopting the CRM strategy…. You need to start early with the late adopters.Tweet: #SCON124/24/2012 ©2012 SugarCRM Inc. All rights reserved. 16
  17. 17. Use tools and methodolgy that enablescollaboration Agile/Scrum Wikis Project Management KnowledgeBase GotoMeeting, Webex Mindjet – share ideas eLearning Tools Involve HR in the local countries Make your IT gives you access to the InternetTweet: #SCON128/14/10 Managing Intl CRM Projects 17
  18. 18. Some ideas before deploying a Globals Social Business strategy 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 18
  19. 19. Discuss Benefits at the local region Static project management tool vs. real-time collaboration Time to market Crowdsourcing Reduce cost in information finding Talent retention and productivity Manage risks faster Agile InnovationTweet: #SCON12 ©2012 SugarCRM Inc. All rights reserved.
  20. 20. Why Collaborate? It is about change management It is about learning from failures Goldfish effect It is about KPIsTweet: #SCON124/24/2012 ©2012 SugarCRM Inc. All rights reserved. 20
  21. 21. Six Steps to start Collaborating (by region,country)1. Education and Training2. Assess Company Culture3. Learn what failed (history of projects)4. Set objectives, goals and metrics5. Make an action plan6. Start a pilot projectTweet: #SCON124/24/2012 ©2012 SugarCRM Inc. All rights reserved. 21
  22. 22. Step 1: Education and Training Industry research in your industry or field Learn about Agile/Scrum Create a wiki or a Google Docs to share content Bookmark content with Diigo Avoid using internal email to share information Use the free trials from the collaboration toolsTweet: #SCON12
  23. 23. Step 2: Assess Company Culture Personalities – advocate vs. detractors Are we digital yet? Capable to collaborate Internal needs and requirements Are we PMI Certified? Can we innovate? Share case studies in your industry Can HR help with change management? Can we avoid the Netflix effect?Tweet: #SCON12
  24. 24. Step 3: Learn what failed (history of projects) Past success stories Past failures Document what happened Learn from lessons Setup new metrics to learn Be ready to fail again but be sure to improve fast Be agileTweet: #SCON12
  25. 25. Step 4: Set objectives, goals and metrics Based on the first 3 steps setup goals, objectives and metrics Gather a list of requirements and process to start collaborating and innovating Link requirements to real company problems and solutionsTweet: #SCON12
  26. 26. Step 5: Set up an action plan Project Charter – use a collaboration tool for this Look for executive buy in Look for staff buy in It is not just that they accept the project but they are part of it – there needs to be commitmentTweet: #SCON12
  27. 27. Step 5: Start a pilot program In Phases Use Collaboration tools Measure results everyday Be ready to fail Always on “beta” Be ready for change Be agileTweet: #SCON12
  28. 28. Q&A 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 28
  29. 29. Thanks! Jesús Hoyos jesus.hoyos@solvisconsulting.com @jesus_hoyosTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 29
  30. 30. Submit Session Feedback Select the SugarCon Mobile App: 1) Tap on this session 2) Tap on survey 3) Submit your feedback*Prizes for attendees who submit session feedback using the Mobile App 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 30
  31. 31. #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 31
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