IBM Social Business Agenda template

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  • Pre-workshop Activities: Hold Pre-workshop Account Review Perform Workshop Logistic Activities Obtain Account Information from IBM Client Team Workshop Activities: Open the workshop Level-set the team on the Collaboration Agenda Establish Alignment with Client’s Strategy & Priorities Assess Current CA Environment Indentify Busiess Opportunities and Map to CA Solutions Prioritize Opportunities Define and Document Action Plan Following the Workshop: Consolidate Workshop Findings Review Findings with Client Team Meet with Client Business Sponsor(s)
  • IBM Confidential
  • Courtesy of DeepMile Corporation. Whose listening on Social ? An important aspect of an effective government social strategy is measuring its effectiveness with constituents and businesses. New Social Analytics are emerging to measure an individual’s effectiveness to influence others in social network domains. Here are the results of an Arab Spring Case Study to see who was really responsible for mobilizing the crowds in Egypt during Arab Spring. Social Tipper Metrics measures an individual’s social effectiveness by comparing the number of their followers and the number of reactions generated when that individual sent out a social message. For example, Wael Ghonim was thought to be the biggest influencer in mobilizing Egypt’s constituents during Arab Spring. While he had 86,000 followers on Twitter, his twitter messages created 3,291 reactions within his social networks. The real influencer of mobilizing the masses were Weddady. While he 6,900 followers, when he sent out messages, 1,281 reacted in some fashion to his messages. Weddady had a much higher metric *186) on his ability to influence other people’s behavior through social. By measuring a “Tippers” effectiveness, government agencies can focus their marketing campaigns more effectively on constituents who influence the masses. Justin Bieber sent out a few tweets reference Egypt and Arab Spring, there were not many reactions to his input. Background - Analyzed 25,000,000 relevant tweets over one week Identified communities, sub-communities and mass influencers related to events in Egypt Analyzed “who” actively influenced discussions causing messages to cascade – or go viral Correlated activity to events in the physical (offline) world Highlighted profiles of several Mass Influencers who demonstrated that when they spoke, other people reacted.
  • IBM Social Business Agenda template

    1. 1. February 20, 2012Social Business Agenda WorkshopTemplates © 2012 IBM Corporation
    2. 2. Building a Social Business Strategy A Align Organizational Goals & Culture Social Business G Gain Social Trust E Engage through Experiences N Network Your Business Processes D Design for Reputation & Risk Management A Analyze Your Data2 Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter, ISBN: 0132618311, Copyright © 2011, IBM Press © 2012 IBM Corporation
    3. 3. Agenda Strategy Workshop Approach Audience Definition Interaction Tipper Channels Social Goals Identification Participate vs. & Initiatives Spectator Prioritized Culture Community Processes Assessment Approach Types of Networked Crises Digital Initiatives Ratings Council Response Keyword Plans Inputs for Plan Executive Session Breakout Sessions (Tailored based on Executive Session) A G E N D A3 © 2012 IBM Corporation
    4. 4. Social Business Agenda Workshop Process• Collect “strategy” and other • Conduct main workshop • Consolidate workshop business directional session with Executive output documentation Identify key Leadership team focused on: • Formalize next steps stakeholders for the – Business Goals workshop – Define AGENDA gaps – Social Initiatives – Prioritize need based on – Establish scope with primary stakeholder – Socially Network Business Goals Processes • Review findings with core – Select 2-3 key stakeholders for 45 minute – Culture Assessment team prep interview – Digital Counsel • Deliver Executive Report• Create initial set of Goals – Trust Plan and Audiences based on – Identification of additional scope strategy focus areas• Tailor meeting agenda based • Conduct breakout sessions on scope to complete additional focus• Present SB Agenda to areas participants4 © 2012 IBM Corporation
    5. 5. A Align Organizational Goals & Culture Internal Page Identify Business Goals though account team, research, & stakeholders Engage with Review Account Review Annual Client Team Plan Report • Create draft goals • Review with Client Sponsor • Use as starting point for workshop Business Goals Increase Connect with Grow through Improve Client Enable Talent Organizational Customers, Acquisitions Service Management Innovation Partner & Alliances 5 © 2012 IBM Corporation
    6. 6. A Align Organizational Goals & Culture Template Review and prioritize goals during the workshop Business Goals Business Goal Business Goal Business Goal Business Goal Business Goal 1 2 3 4 5 Priority If Goals are not already prioritized, potential questions: • Where is the largest business impact? • Does identifying expertise and enhancing interactions across audiences (customers, partners & employees) have a greater impact on the certain goals? 6 © 2012 IBM Corporation
    7. 7. A Align Organizational Goals & Culture Template Mapping of Goals to Social Capabilities Goal Business Challenges to Issues Impacted Potential Social Initiatives achieve Goal Audience(s)* Business  Challenge  Issue  Audience  Initiative Goal Business  Challenge  Issue  Audience  Initiative Goal 7 * Input to Analytics Plan © 2012 IBM Corporation
    8. 8. A Align Organizational Goals & Culture N Network Your Business Processes Template Additional initiatives are identified by socially networking core and industry business processes Business Goals Business Goal 1 Business Goal 2 Business Goal 3 Business Goal 4 Talent Management Marketing Core Customer Service Sales Product Development / Innovation Industry Process 1 Industry Industry Process 2 8 © 2012 IBM Corporation
    9. 9. A Align Organizational Goals & Culture Template Culture Assessment Culture Questions Cultural Theme C = Current D = Desired 1 2 3 4 5 Boundaries Isolated functions Cross functional cooperation C D Teaming Individual competitive Team oriented C D Learning Slow adopting new skills Continuous Learning Culture C D Management Style Controlling Delegating C D Horizontal Comms Bureaucratic, formal channels Free communication up the organization C DOpen Communication Guarded Communication Open Communication C D Initiative Follow specific instructions Take initiative C D Risk Tolerance Punish mistakes Learn from mistakes C D Pace Slow, cautious pace Fast pace C D Rules / Process Keep to rules Ignore rules C D Hierarchy Many organizational layers Few organizational layers C D 9 © 2012 IBM Corporation
    10. 10. A Align Organizational Goals & Culture Governance Identify Digital Council Executive • Defines strategic linkage Sponsors of SB • Central governing body Digital Council • Coordinates cross-organizational / community decisions Digital Program • Ensures execution of SB Strategy Office • Facilitates coordination across organization / communities Functional / LOB Risk Metrics & Standards Execution Management Measurement • LOB / Functional / • Define & manage • Define & measure • Define core Community Social Computing SB metrics and processes representation on Guidelines supporting analytics • Define core Program Office • Manage Risk recovery • Define & measure architecture • Strategy execution plan SB ROI • Community • Proactively establish management reputation • Content management 10 © 2012 IBM Corporation
    11. 11. A Align Organizational Goals & Culture Template Defining Digital Council Potential Proposed Member or Owner to Identify Member Organizational Sources Marketing Communications HR IT Sales LOB Other 11 © 2012 IBM Corporation
    12. 12. G Gain Social Trust Template Trust Plan: Audience Needs & Finding Tippers Company Expertise Build Desired & Thought Where Currently Community (Y/ Audience* Expertise** Leadership Engage (Location)** Tippers** N & timing) * Audiences come from Goal Mapping exercise ** Input to Analytics Plan 12 © 2012 IBM Corporation
    13. 13. G Gain Social Trust Example Discovering Tippers Externally: DeepMile Corporation 186 38 MASS INFLUENCER / TIPPER Wael Ghonim @Weddady Twitter Followers: 86,000+ Reactions Generated: 3,291 Twitter Followers: 6,900+ Reactions per 1K followers: Reactions Generated: 1,281 38 Reactions per 1K followers: 186 0.04 Justin Bieber Twitter Followers: 7.4 Million Reactions Generated: 294 Reactions per 1K followers: 0.04 13 Courtesy of DeepMile Corporation © 2012 IBM Corporation
    14. 14. G Gain Social Trust Example Discovering Tippers Internally: Atlas for Connections 14 © 2012 IBM Corporation
    15. 15. G Gain Social Trust Template Trust Plan: Community Template Name Goals Target Audience List the characteristics of the audiences that the community is targeting; Demographics* Identify demographics, tippers, advocates, … Assigned Roles Identify by name the individuals who are filling roles - Sponsor - Leader - Council Members - Community Manager Resources Required Identify the resources required to support the community (e.g., existing resources that are available, required support, content that needs to be developed, analytics on community, …) Response Time Measures of Success 15 * Input to Analytics Plan © 2012 IBM Corporation
    16. 16. E Engage through Experiences Template Category checklist Audience and Engagement Audience Goals Value Messages Integration Across Engagement Technique* How to use to engage Audience Tool (Y/N) * Sample engagement techniques are listed on the following page 16 © 2012 IBM Corporation
    17. 17. E Engage through Experiences Sample Sample Engagement Techniques Communities: Video: Internal: IBM Connections* Communities Internal: IBM Connections Video Widget External: IBM Connections Community, LinkedIn, Facebook, External: IBM Connections Video Widget, youTube, viddler google+, bebo, plaxo Microblog: Gaming: Internal: IBM Connections Profile Board Internal: BunchBall; Kudos Badges (ISW) External: IBM Connections Profile Board, twitter, present.ly External: BunchBall, Kudos Badges (ISW) Blogs & Wikis: Mobile: Internal: IBM Connections Internal: IBM Connections External: IBM Connections, tumblr, Wordpress, Blogger, External: IBM Connections, IBM Customer Experience Suite Twiki, wikipedia Location: Website: Internal: IBM Connections Internal: IBM Portal, IBM Web Content Management External: Foursquare, Gowalla External: IBM Customer Experience Suite * IBM Connections includes on premises and IBM SmartCloud for Social Business 17 © 2012 IBM Corporation
    18. 18. E Engage through Experiences Template Content Plan Action Plan (good as is?, update/modify?, Engagement Technique Content / Assets develop?) 18 © 2012 IBM Corporation
    19. 19. D Design for Reputation & Risk Management Template Potential Crisis Identification Potential Crises 19 © 2012 IBM Corporation
    20. 20. D Design for Reputation & Risk Management Template Crisis Response Planning Listening Monitoring Phrases Brand Army (Identify) Employees Management Senior Execs Advocates Friends Role of Core Team Social Business Reputation & Risk Mgr Digital Council Executive Team Brand Advocates Legal Alert System (Classify Responses) Alert Classifications 1-5; Red, Yellow, Green Response time per classification Align Issues to Categories Basic Customer Complaints; Humorous “Negative” Videos, Brandjacking; Quality Issues; Exposed Trade Secrets; Criminal Activity; Individual Treats; Extended Negative Social Trending, Quality Issues; Activist Protests; Criminal Activity Contact Activation Strategy Community Managers Marketing Media Relations Communications Training 20 © 2012 IBM Corporation
    21. 21. A Analyze Your Data Template Analytics Comprehensive Analysis Evolving Topics Weighted summary of discussion to determine snippets with shared Competitors terms to show current and predictive trends in related topics Products / e.g., customer service, branch experience, Services Topics … Broad view of opinions on company, brand, Audiences Analysis products, competitors, … Hotwords e.g., What are the broad themes related to Questions products? What are the broad topics effecting employees? Affinity Sentiment Intersection of areas of analysis gauge Complete comparative analysis by evaluating positive, negative, impact of specific actions neutral or ambivalent sentiment on snippets e.g., What is the impact of the new benefits e.g., What is the effectiveness of the new programs for associates in Asia Pacific? marketing campaigns? Which is the Questions Questions How did the new fee structure impact our relationship of positive morale and sales retail banking customers? location performance? 21 © 2012 IBM Corporation
    22. 22. Backup22 © 2012 IBM Corporation 2011
    23. 23. E Engage through Experiences Sample Sample Engagement Techniques (detailed) Communities: File Sharing: Internal: IBM Connections* Communities Internal: IBM Connections Files External: IBM Connections Community, LinkedIn, Facebook, google+, External: IBM Connections Files, slideshare, Wordie, Empressr bebo, plaxo Microblog: Bookmarks: Internal: IBM Connections Profile Board Internal: IBM Connections Bookmarks External: IBM Connections Profile Board, twitter, present.ly External: IBM Connections Bookmarks, diigo, StumbleUpon, delicious Blogs: Location: Internal: IBM Connections Blog Internal: IBM Connections External: IBM Connections Blog, tumblr, Wordpress, TypePad, Blogger External: Foursquare, Gowalla Wiki: e-meeting: Internal: IBM Connections Wiki Internal: IBM Sametime Meetings External: IBM Connections Wiki, Twiki, wikia, wikipedia, pbwiki External: IBM Sametime Meetings,Skype, Fuze, Openmeetings, GoToMeeting Gaming: Instant Messaging: Internal: BunchBall; Kudos Badges (ISW) Internal: IBM Sametime External: BunchBall, Kudos Badges (ISW) External: IBM Sametime, Google Chat, Facebook Chat, AIM Mobile: Website: Internal: IBM Connections Internal: IBM Portal, IBM Web Content Management External: IBM Connections, IBM Customer Experience Suite External: IBM Customer Experience Suite Video: Project Management: Internal: IBM Connections Video Widget Internal: IBM Connections Activities External: IBM Connections Video Widget, youTube, viddler External: IBM Connections Activities Forum: Internal: IBM Connections Forums External: IBM Connections Forums, gaia, grouply, lefora, 4chan * IBM Connections includes on premises and IBM SmartCloud for Social Business 23 © 2012 IBM Corporation

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