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FROM SOCIALMEDIA TO SOCIALBUSINESS How to become a customer centric organisation?
THE SOCIAL DIVIDE‣   No borders              Cultural & technology                            gap within your‣   Info-demo...
Social Business will transform enterprises‣ Empower people to make a difference and    create HEROES‣   People TRUST peopl...
WE USEFACEBOOK & TWITTER....‣ Fundamental shift in the  way we communicate &  collaborate‣ From push to pull‣ Outside in‣ ...
SOCIAL BUSINESS                              FRAMEWORK                                         NetworksSupporting Infrastr...
SOCIAL BUSINESS        FUNDAMENTALS‣ Why are people interested -  establish a story worth sharing‣ How are people connecte...
CONNECTIONS                    3                    21) Strong Ties      12) Weak Ties3) Temporary Ties
RELATIONSHIP CAPITAL‣ Strong ties influence      ‣ Which customers trust you                              and are loyal  wh...
COLLABORATIONAnyone can   join              Crowd of people           Community of kindred spiritsOpeness Selection  proce...
CONTEXTContent                CreativityCollective             Customised
CONVERSATIONS  Create stories  worth sharing!
HOW TO START YOUR CONVERSATIONS?                                   Interaction                           Engagement       ...
CULTURE                          Social Leadership                                                                 MasterE...
THE ART OF MAKINGPEOPLE FEEL WELCOME                                   Organisations are                                  ...
SUPPORTING           INFRASTRUCTURE‣   Consumarization of IT‣   Web 2.0 & Web 3.0‣   Semantic Web & Ontologies            ...
SOCIAL BUSINESS SWEET SPOT                                                External   Platforms & Infrastructure           ...
VENDOR RELATIONSHIP    MANAGEMENT      Enterprise Centric         Customer CentricCompany                                 ...
VRM PRINCIPLES‣   User Centricity   ‣   Relationships are                          more than‣   Reduce, Reuse,        tran...
NETWORKS                    Society 3.0 = Self-assembling dynamic networksThe key features of self-assembling dynamic netw...
BUSINESS MODEL                               Core                            Competences                  CustomerLeft Sid...
CHANGE YOUR BUSINESS      MODEL!‣   Unbundling your business‣   The Long Tail‣   Multi-Sided Platforms‣   FREE as a busine...
BUSINESS MODEL             INNOVATIONResource Driven                    Supply Driven                        Customer Driv...
VALUE CHAIN                                Traditional Value Chain‣ How to deliver value as an  organisation in the future...
1   Awareness = Revenues2   Differentiators = Margins3    Authenticity = Loyalty
SOCIAL BUSINESS ROADMAP                                                                                     Transform the ...
BUILDING BLOCKS                                                                Growth Areas & Business Challenges         ...
EXECUTE             PLANLEARN                  ACTION   MEASURE          HELP
TOP DOWN & BOTTOM UP      APPROACH                     Top Down                 Commitment & Facilitate Soft = HARD       ...
TECHNOLOGYADOPTION LIFECYCLE   To make the jump make sure:    ‣ The customer is at the heart of      everything you do. Li...
PERSONAL CHANGE                                        Intent        Helping Clients               succeed                ...
12 HABITS OF HIGHLY               CONNECTIVE PEOPLE1.    Believe you can make a difference2.    Think knowledge as a servi...
REPUTATION                                           Brand promise                                                        ...
SOCIAL FABRICSocial is a layer, the                         Media is only the tip glue within your                        ...
WHAT WILL BRING YOU                SOCIAL SUCCESS?‣   Know your customer                                      ‣   Respect ...
TIME   TO MAKEIMPACT     Help us change the world!
JEROEN SPIERINGS                        Contact:            Email: jacspierings@gmail.comLinkedin: http://www.linkedin.com...
IN ORDER FOR ME TO DEVELOP THIS MANIFEST I HAVE USED CONTENT AND RESOURCES  FROM SEVERAL SOCIAL MEDIA AND SOCIAL BUSINESS ...
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From social media to social business

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From social media to social business

  1. FROM SOCIALMEDIA TO SOCIALBUSINESS How to become a customer centric organisation?
  2. THE SOCIAL DIVIDE‣ No borders Cultural & technology gap within your‣ Info-democracy organisation‣ Media-democracy‣ Everyone is connected Customers &‣ Network = power employees are using social media What about the organisation?
  3. Social Business will transform enterprises‣ Empower people to make a difference and create HEROES‣ People TRUST people‣ Everyone is CUSTOMER‣ UNDERSTAND people and not market segments and demographics Social Business is all about people and not technology
  4. WE USEFACEBOOK & TWITTER....‣ Fundamental shift in the way we communicate & collaborate‣ From push to pull‣ Outside in‣ Value co-creation through networks
  5. SOCIAL BUSINESS FRAMEWORK NetworksSupporting Infrastructure Connections Collaboration Business Model PEOPLE Culture Context (DNA) Value Chain
  6. SOCIAL BUSINESS FUNDAMENTALS‣ Why are people interested - establish a story worth sharing‣ How are people connected WHAT around your business? HOW‣ How do you communicate & collaborate with people around your business? WHY‣ What Culture & DNA is needed to succeed?
  7. CONNECTIONS 3 21) Strong Ties 12) Weak Ties3) Temporary Ties
  8. RELATIONSHIP CAPITAL‣ Strong ties influence ‣ Which customers trust you and are loyal what we buy ‣ Which partners trust you‣ Different relationships and are loyal ‣ What are they liking, between connections & communicating and sharing ties ‣ What have you done in the past to build trust‣ Build communities & ‣ Develop a fan base and create tribes – influenced by ambassadors relationships ‣ How are employees connected to customers‣ Design & Develop for and partners relationships ‣ Are your employees empowered to engage & participate
  9. COLLABORATIONAnyone can join Crowd of people Community of kindred spiritsOpeness Selection process Club of experts Coalition of parties Initiator only Ownership Initiator and contributors
  10. CONTEXTContent CreativityCollective Customised
  11. CONVERSATIONS Create stories worth sharing!
  12. HOW TO START YOUR CONVERSATIONS? Interaction Engagement Participation Dialogue Listening
  13. CULTURE Social Leadership MasterEnable people to Respect the real Give up control transparency and do more power shift adhire constantly Create a support Reach out to Use social Learn, relearn and network for customers technologies unlearn linchpins Make mistakes and Develop a flat and PracticeMaster creativity admit when you are open organisation hostmanship wrong Social DNA
  14. THE ART OF MAKINGPEOPLE FEEL WELCOME Organisations are here to serve Serve Use your At one with yourknowledge wisely Knowledge Entirety enterprise and customers HostmanshipShow respect and The art of demonstrate Consideration Dialogue communication empathy Responsibility Providing superior personal excellence
  15. SUPPORTING INFRASTRUCTURE‣ Consumarization of IT‣ Web 2.0 & Web 3.0‣ Semantic Web & Ontologies Vendor Relationship‣ Mobile‣ Location based services‣ Apps
  16. SOCIAL BUSINESS SWEET SPOT External Platforms & Infrastructure Social CRM / External Purpose Built Solutions Customer Engagement Communities Converged Social Business Sweet Spot Social Middleware Enterprise 2.0 / Internal Collaboration Internal
  17. VENDOR RELATIONSHIP MANAGEMENT Enterprise Centric Customer CentricCompany YOU CRM VRM Vendor Customer driven Transactions Relationships driven
  18. VRM PRINCIPLES‣ User Centricity ‣ Relationships are more than‣ Reduce, Reuse, transactions Recycle ‣ Solve real world‣ Reciprocity & problems Everbody wins‣ Leverage network effects
  19. NETWORKS Society 3.0 = Self-assembling dynamic networksThe key features of self-assembling dynamic networks:1. Asymmetric power2. Unintended consequences3. No central control4. No intelligent blueprint or formalised design5. Rapid scaling6. Unprecedented speed7. Trans-national synchronicity8. Total transparency9. Creation of boundary-less tribalism10. New order born out of chaos
  20. BUSINESS MODEL Core Competences CustomerLeft Side & Relationship Right Side = Activities =Efficiency Key Value Value Customers Partners Proposition Key ChannelsLeft Brain Resources Right Brain = = Logic Emotion Cost Structures Revenue Streams
  21. CHANGE YOUR BUSINESS MODEL!‣ Unbundling your business‣ The Long Tail‣ Multi-Sided Platforms‣ FREE as a business model‣ Open business models
  22. BUSINESS MODEL INNOVATIONResource Driven Supply Driven Customer Driven Finance Driven Multiple Solutions
  23. VALUE CHAIN Traditional Value Chain‣ How to deliver value as an organisation in the future?‣ B2C & B2B are converging - human2human‣ Products - Solutions - Experiences
  24. 1 Awareness = Revenues2 Differentiators = Margins3 Authenticity = Loyalty
  25. SOCIAL BUSINESS ROADMAP Transform the organisationPerformance & Productivity Deliver impact Establish a community Growth Areas & Empower Business employees Challenges Personal Change Time
  26. BUILDING BLOCKS Growth Areas & Business Challenges Empower Establish a Deliver Transform the employees community impact organisation‣ Create meaning & urgency. Be ‣ Create cells of likeminded ‣ Reach out to “cool” customers. ‣ Understand enterprise wide very specific! people who embrace the What are the sweet spots? implications‣ Understand people and their business opportunity ‣ Leverage community insight & ‣ Integrate & scale community behavior ‣ Embrace diversity in order to expertise to interact & approach‣ Describe why people are create cells collaborate with customers ‣ Look at other business interested ‣ Determine what culture, ‣ Use feedback to develop opportunities & growth areas‣ Get the business opportunity on leadership, knowledge & experiences & deliver superior ‣ Get more and more people on paper (SUCCES*) and establish experience is needed to succeed services board a story ‣ Establish & share quick wins does ‣ Determine impact on business ‣ Bring down silos & develop a flat‣ Determine how people are not matter how small model & value chain and open organisation with little connected around the business ‣ Understand relationships, who ‣ Use serious & social gaming tools hierachy opportunity and how they do you trust and who trusts you to interact and engage with ‣ Develop a sustainable & communicate and collaborate ‣ Particpate & develop fan base & community & customers customer centric eco system‣ Establish the supporting ambassadors ‣ Practice hostmanship within the ‣ Everyone = CEO infrastructure ‣ Leverage platforms & produce community ‣ Build & expand your reputation‣ Start listening & monitoring content ‣ Create a support network of ‣ Start your dialogue linchpins ‣ Create partnerships & share customer success ‣ Focus on micro activities & measure progress* Simple Unexpected Concrete Credible Emotional Stories
  27. EXECUTE PLANLEARN ACTION MEASURE HELP
  28. TOP DOWN & BOTTOM UP APPROACH Top Down Commitment & Facilitate Soft = HARD From push to pull Agility Bottom up See, Feel, Involve & Experience
  29. TECHNOLOGYADOPTION LIFECYCLE To make the jump make sure: ‣ The customer is at the heart of everything you do. Listen to his opinion and feedback ‣ There is an urgent need for improvement, it hurts the organization ‣ There is perfect customer service (Zappos), excellent performance and execution
  30. PERSONAL CHANGE Intent Helping Clients succeed Help Providing superior service Performance Experience Be pro-active &increase productivity Action Enable people to do more & increase agility
  31. 12 HABITS OF HIGHLY CONNECTIVE PEOPLE1. Believe you can make a difference2. Think knowledge as a service3. Take risks4. Have a point with your view5. Keep your promises6. Say it another way7. Show it – demonstrating works better than words8. Connect actively9. Write it down10. Let them know you thought of them11. Be present to opportunities12. Think beyond your close circle – strong ties
  32. REPUTATION Brand promise A measure to the extent of which Reputation people respect, trust, and admire your organisation The foundational elements that Pilars of reputation influence & determine your reputation (Story & Services) Performance Community Experience Leadership AmbitionPeople
  33. SOCIAL FABRICSocial is a layer, the Media is only the tip glue within your of the iceberg organisation
  34. WHAT WILL BRING YOU SOCIAL SUCCESS?‣ Know your customer ‣ Respect upstarts‣ Know your product ‣ Seek cool customers‣ Know your company ‣ Talk "partnership"‣ Love the politics ‣ Send "thank you" notes‣ Respect competitors ‣ Make your customer a hero‣ Wire your customers organisation ‣ Aim to change the world!‣ Wire your organisation ‣ Keep it simple‣ Never over promise ‣ Quality not quantity‣ Sell the solution ‣ Patience: it’s a marathon not a sprint‣ Ask for help (dont be proud about it) ‣ Share success: doesn’t matter how small‣ Live the brand story ‣ Pay much attention to the individual‣ Celebrate the "good" loss ‣ Execution‣ Make every problem your problem ‣ Measure: Learn, Unlearn, and Relearn‣ Take full responsibility ‣ Intention‣ Share the information ‣ Social Media‣ Dont whine about price ‣ Storytelling: develop a story that is easy to understand and‣ Dont give away the store - to get a foot in the door can be shared
  35. TIME TO MAKEIMPACT Help us change the world!
  36. JEROEN SPIERINGS Contact: Email: jacspierings@gmail.comLinkedin: http://www.linkedin.com/in/jeroenspierings Twitter: www.twitter.com/jeroenspierings
  37. IN ORDER FOR ME TO DEVELOP THIS MANIFEST I HAVE USED CONTENT AND RESOURCES FROM SEVERAL SOCIAL MEDIA AND SOCIAL BUSINESS PROFESSIONALS. MANY THANKS FOR ALL YOUR INSIGHTS AND LESSONS LEARNED. I DID NOT CREATE SOMETHING COMPLETELY NEW, I WANT TO PROVIDE A PRACTICAL GUIDE BASED ON EXISTING MODELS AND CONTENT SO IT CAN HELP YOU MAKE A PERFECT START!‣ David Armano, Edelman Digital‣ Brian Solis Altimeter Group‣ Doc Searls, Project VRM and co-author The Cluetrain Manifesto‣ Paul Adams, Designing for social interaction‣ Fronteer Strategy 2009, collaboration‣ Alexander Osterwalder & Yves Pigneur, Business Model Generation (co-created with 470 writers in 45 countries)‣ R Wang & Insider Associates LLC, social business sweet spot‣ Jan Gunnarsson, Hostmanship‣ DK Matai, is the chairman of mi2g, ATCA, and The Philanthropia - self assembling dynamic networks‣ Valeria Maltoni & Anil Dash, 12 habits of highly connective people‣ Geoffrey Moore, Technology Adoption Life Cycle‣ Seth Godin, Tribes‣ David Siegel, The power of pull‣ Ronald van den Hoff, Society 3.0‣ Steven van Belleghem, The Conversation Manager‣ Paul Adams, Designing for social interaction

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