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Charting the social universe : Social ambitions drive business impact

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Social technologies are changing the way we interact. While most business leaders understand the potential of these technologies, some aren’t sure where to start or how to advance. Enterprises evolve into social organizations by deploying five distinct clusters of social capabilities, or “social ambitions”, each aimed at realizing a specific goal.

READ THE FULL STUDY: ibm.com/ibmcai/socialstudy

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Charting the social universe : Social ambitions drive business impact

  1. 1. © 2014 IBM Corporation September 2014 Charting the social universe Social ambitions drive business impact
  2. 2. © 2014 IBM Corporation Enterprises are rapidly adopting social capabilities to accomplish their business goals 2 In the past two years, social deployment has more than doubled: And organizations are achieving a wide range of objectives from social: Adoption Outcomes Enhanced collaboration Accelerated innovation Expanded into new markets 72% 64% 67% Outcomes % of leading orgs* achieving Source: IBM Center for Applied Insights Raising the game: The IBM Business Tech Trends Study | For more info, visit: www.ibm.com/ibmcai/biztechtrends * Leading organizations or “Pacesetters”, defined in the 2014 Business Tech Trends Study; view transformational technologies (e.g., Mobile Computing, Cloud Computing, Big Data & Analytics, and Social Business) as critical to their organization's business success, and they are outpacing competitors in adopting
  3. 3. © 2014 IBM Corporation 74% of respondents define a "social" business as one that uses social technology to foster collaboration among customers, employees and partners. Only 20% believe their organization is currently acting truly "social". But many don’t know where to start or how to advance their goals 3 Source: IBM Center for Applied Insights Charting the social universe: Social ambitions drive business impact For more info, visit: ibm.com/ibmcai/socialstudy 21% C-level LOB 9% VP, Director, Manager LOB 44% VP, Director, Manager IT 26% C-level IT Distribution by role1 (spanning 5 countries and 18 industries) To understand how enterprises are deploying social, we surveyed 372 IT and business decision makers
  4. 4. © 2014 IBM Corporation 4 Source: IBM Center for Applied Insights Charting the social universe: Social ambitions drive business impact For more info, visit: ibm.com/ibmcai/socialstudy
  5. 5. © 2014 IBM Corporation 5 Social Ambitions Source: IBM Center for Applied Insights Charting the social universe: Social ambitions drive business impact For more info, visit: ibm.com/ibmcai/socialstudy
  6. 6. © 2014 IBM Corporation 18% 72% 8% 3% No way of assessing Failed Met Surpassed Increase employee productivity Increase customer loyalty and advocacy For many organizations, collaboration is the social entry point – and frequently these capabilities are deployed via mobile 6 •Employee engagement/ satisfaction surveys •Customer retention/ opt-out rates •Customer engagement (comments, likes, posts, repeat access) Decide: CEO Fund: IT Use: Marketing/IT Assess: CMO/IT •Collaborative applications •Enterprise social networks •Social media marketing •Start with collaboration: it’s the most commonly deployed ambition •Deploy via cloud to scale capabilities •Make these apps more accessible via mobile Source: IBM Center for Applied Insights Charting the social universe: Social ambitions drive business impact For more info, visit: ibm.com/ibmcai/socialstudy
  7. 7. © 2014 IBM Corporation Increase employee productivity Optimize workforce talent For equipping the workforce, social capabilities, such as recruiting, often include heavy involvement from the CHRO 7 •Employee usage, feedback •Workforce performance Decide: CEO Fund: IT/HR Use: HR Assess: CIO/HR •Security intelligence •Workforce training •Recruiting •Policy communication •Make social a key component of your recruiting strategy •Drive employee adoption of these social apps through training Source: IBM Center for Applied Insights Charting the social universe: Social ambitions drive business impact For more info, visit: ibm.com/ibmcai/socialstudy No way of assessing Failed Met Surpassed 11% 80% 7% 2%
  8. 8. © 2014 IBM Corporation Increase customer loyalty and advocacy Increase sales Organizations are working to understand and engage customers, but most are not yet using that data to influence key engagement decisions 8 •Customer satisfaction, retention, conversion, yield, win/loss rates •Sales volume •Share of wallet Decide: CEO Fund: Marketing Use: Marketing Assess: CMO •Customer analytics •Customer support •Social CRM •Social analytics •Harness social data to influence marketing decisions •Create a formal customer engagement strategy – it’s essential • Communicate benefits of social by disseminating successful use cases Source: IBM Center for Applied Insights Charting the social universe: Social ambitions drive business impact For more info, visit: ibm.com/ibmcai/socialstudy No way of assessing Failed Met Surpassed 24% 69% 5% 2%
  9. 9. © 2014 IBM Corporation Optimize workforce talent Increase employee productivity When it comes to communities, expertise location and crowdsourcing, organizations often rely on employee evangelists to help spread the word 9 •Employee participation rates •Innovation metrics (number of new ideas, enhancement of processes) •Skills training test scores Decide: CEO Fund: IT Use: HR Assess: CFO •Onboarding •Locating experts •Crowdsourcing/Idea sourcing •Leverage employee evangelists to develop and maintain communities •Don’t underestimate the importance of mobile-enabled social apps Source: IBM Center for Applied Insights Charting the social universe: Social ambitions drive business impact For more info, visit: ibm.com/ibmcai/socialstudy No way of assessing Failed Met Surpassed 19% 77% 2% 2%
  10. 10. © 2014 IBM Corporation Reduce costs Increase sales The most advanced ambition involves embedding social in business processes such as accounting and the supply chain 10 •Business process performance •Revenue •Cost reduction Decide: CEO Fund: IT/Sales Use: IT Assess: CFO •Workforce analytics •Sales software •Supply chain •Business process management •Workforce performance •Plan ahead – this is the most challenging ambition •Embed social ways of working into business applications Source: IBM Center for Applied Insights Charting the social universe: Social ambitions drive business impact For more info, visit: ibm.com/ibmcai/socialstudy No way of assessing Failed Met Surpassed 20% 76% 5%
  11. 11. © 2014 IBM Corporation 11 Source: IBM Center for Applied Insights Charting the social universe: Social ambitions drive business impact For more info, visit: ibm.com/ibmcai/socialstudy
  12. 12. © 2014 IBM Corporation 12 Pursue an enterprise-wide social strategy Although only 8% of respondents have one, they know it’s important; 45% plan to have one in the next 2-3 years What are your most pressing organizational issues or pain points? What’s your biggest social ambition? Create a deployment plan that drives continuous adoption A top two concern across Ambitions was that the capabilities won’t be used enough Engage leaders across the business Each Ambition had a variety of leaders making decisions, funding, using, and measuring effectiveness (e.g., CEO, CIO, CFO, Marketing, HR, Sales) How will you get line-of-business and IT executives working together? How will you create a network of social leaders and proponents? Prove value through metrics Uncertain ROI is a top two concern across Ambitions, yet few (34%) have established formal metrics What metrics will you use to track your progress? Which decisions will these metrics affect? How will you encourage people to use the social technologies you deploy? What design features will you build into them, and how will you manage the rollout? How will you identify employee evangelists who can show others the way? Source: IBM Center for Applied Insights Charting the social universe: Social ambitions drive business impact For more info, visit: ibm.com/ibmcai/socialstudy Lessons from the front lines
  13. 13. © 2014 IBM Corporation To learn more about the study, please visit 13 ibm.com/ibmcai/socialstudy (Short URL): ibm.biz/SocStudy Source: IBM Center for Applied Insights Charting the social universe: Social ambitions drive business impact For more info, visit: ibm.com/ibmcai/socialstudy
  14. 14. © 2014 IBM Corporation 14 © Copyright IBM Corporation 2014 IBM Corporation New Orchard Road Armonk, NY 10504 Produced in the United States of America September 2014 IBM, the IBM logo and ibm.com are trademarks of International Business Machines Corporation in the United States, other countries or both. If these and other IBM trademarked terms are marked on their first occurrence in this information with a trademark symbol (® or TM), these symbols indicate U.S. registered or common law trademarks owned by IBM at the time this information was published. Such trademarks may also be registered or common law trademarks in other countries. Other product, company or service names may be trademarks or service marks of others. A current list of IBM trademarks is available on the web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided. EPP14087USEN-00 Notes and sources 1 “Frontier Medical Group works smarter with IBM social software.” IBM. May 2013. ftp://public.dhe.ibm.com/software/uk/pdf/swd00/Frontier_Medical_Group_works_smarter_with_IBM_Social_Software.PDF 2 “AMD: Social learning speeds up sales process.” IBM. January 2014. http://public.dhe.ibm.com/common/ssi/ecm/en/loc14349usen/LOC14349USEN.PDF 3 Sky Italia Video. IBM. February 21, 2014. http://www- 03.ibm.com/software/businesscasestudies/us/en/corp?synkey=W604384Q48692R30 4 “Boston Children’s Hospital and IBM harness social education.” IBM. December 2013. http://public.dhe.ibm.com/common/ssi/ecm/en/loc14373usen/LOC14373USEN.PDF 5 “IBM Teams with Eurobank to Deliver First-Ever Cloud-Based Digital Experience for International Trade.” IBM. December 19, 2013. http://www-03.ibm.com/press/us/en/pressrelease/42792.wss Source: IBM Center for Applied Insights Charting the social universe: Social ambitions drive business impact For more info, visit: ibm.com/ibmcai/socialstudy
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Social technologies are changing the way we interact. While most business leaders understand the potential of these technologies, some aren’t sure where to start or how to advance. Enterprises evolve into social organizations by deploying five distinct clusters of social capabilities, or “social ambitions”, each aimed at realizing a specific goal. READ THE FULL STUDY: ibm.com/ibmcai/socialstudy

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