Social Changes – economic changes - business model changes In the past – there was regular interaction with – saw regularly and built a trust relationship over a really long period of time interactions help us build relationships – Business and economic changes – google and amazon – googles revenue comes from an indirect source – they sell the ability to help people find your brand. Moving from mom and pop shops to new sources underpinned by connectivity and influence.
economic changes – I can now get “note I didn’t say buy or sell” whatever I want when ever I want.SixDoors, google shopping express, curated gifts
business model changes.Building trust over a really long period of time, responding and engaging rather than being prescriptive about how a customer should deal with a company. Also have to change and be responsive and part of the discussion. Talk about Roberto and his tradition in contrast with SixDoors. Local SF curated content pushed to me in categories that I like, sourced local and delivered intraday.
the community or network idea has two simple concepts - The idea of network – and the second thing is the idea of content, the creation of content and the availability of content (social media the vehicle for content) – communities grow up around all sorts of things - Public social networks and enterprise social networks – overall the power community and the idea of connectivity and bring people together around a common interest has a lot of power – the community idea is starting to grow into use cases that are valuable across the whole business you can learn about people and interact with them in a way you never could before – over time they build a trust relationship with you and your business - Those people will share information with you that they may not have shared before.Supplier networks are the oldest form of business networks around but companies have realized that they could take the trust relationships building inside communities, tap into them and connect them into your company and use them for a lot of other things. This gives you broad population of your customers partners and suppliers and frankly it is the customers that are most engaged with your brand because they have some reason to engage with you.
Market – large segment of your customers have a relationship with you – stop broadcasting out – learn about person? Starbucks I use my app and buy a cup of tea and a banana. Once a person can learn about you – they will share information they have never shared before. Build or get access to your customer community Analytics tools – take that and use it in all these data models – customer is giving you access to all these data models If you understand why you are building a community – you can start to predict behaviors – if you want to make a purchase. Sales force – customers – can I use influencers?
Customer Service is the easiest use case.Thinking about the interactions of a customer Customer is the way that customer expects to interact with you rather than the way you prescribe – im not saying meet the customers in the parking lotPeer to peer support – Can solve a lot of your problems in the community. Starbucks – Ideas – green stirerCommunity can be voice of the customer – why would you not want to know who the customer is
Product service/innovation – Important innovations have been business models (was the iPod the innovation or was it the iTunes) Now the same thing happens on ny TV and on my iPad. It was a nice mp3 player.Large software companies – they are innovative but I need my product to get incrementally better over time (I am a shareholder and I want to guarantee the long term revenue maintenance fee) Disruptive – these guys get all the press and they are required and large companies can consume the disruptive innovation but they can acquire a discrete innovation.
The nervous system – its like drinking coffee or running or eating your greens. It takes maintenance. We need to work on this otherwise we arent as healthy as we could be. If one part of our nervous system isnt quite right then the rest of the body can suffer. That is the same in business. Communities are a way to connect our businesses
As information assets are increasingly exposed via APIs, managing risks associated with security, governance, compliance, and IP protection will be increasingly complex but essential.Companies must have a clear picture of how social solutions will complement existing application architecture. Companies should begin to prioritize the key social workflow processes that will have a continued impact on the business because supporting the growing number of social capabilities and workflow in ad hoc scenarios will become impractical.Meeting changing employee, customer, and partner expectations will become the differentiator of companies that remain competitive. Companies need to find new ways to meet and serve these needs through delivering a highly responsive and intuitive user experience to all constituents.
IDC Communities and Innovation (IBM Connect 1/29/2014)
How Social Technologies Are Changing the Way Companies Interact
INV108 - IBM Connect 2014
Research Manager, Enterprise Social Networks & Collaborative
Q. What specific initiatives are you planning to conduct using social software
for BUSINESS purposes in the next 12 months?
Public social network for marketing /customer…
Socialytics (analytic tools and applications used to…
Web chat/voice/video over IP applications (including…
Enterprise Social Network (including activity streams)
Online office productivity
File/Content sharing service
"Ideasourcing (tools that are used to collect ideas/ …
Internal Discussion forum
"Innovation Management (more complex than…
External Discussion forum
External micro-blog for marketing / customer…
External Gamification (particularly behavior analytics)
Internal gamification (particularly behavior analytics)
N=701, IDC Social Software Survey, February 2013