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Cloudforce Sydney 2012 - The Social Enterprise as your competitive advantage


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Carlos Mora presents on how the Social Enterprise vision can help your business leap frog your competition and give you the edge.
This was presented during a Breakout Session at Cloudforce Sydney 2012 ( ).

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Cloudforce Sydney 2012 - The Social Enterprise as your competitive advantage

  1. 1. The Social EnterpriseAs Your Competitive AdvantageCarlos MoraSocial Platform, in/cmora
  2. 2. Safe HarborSafe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation maycontain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertaintiesmaterialize or if any of the assumptions proves incorrect, the results of, inc. could differmaterially from the results expressed or implied by the forward-looking statements we make. All statementsother than statements of historical fact could be deemed forward-looking, including any projections ofsubscriber growth, earnings, revenues, or other financial items and any statements regarding strategies orplans of management for future operations, statements of belief, any statements concerning new, planned, orupgraded services or technology developments and customer contracts or use of our services.The risks and uncertainties referred to above include – but are not limited to – risks associated with developingand delivering new functionality for our service, our new business model, our past operating losses, possiblefluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach ofour security measures, risks associated with possible mergers and acquisitions, the immature market in whichwe operate, our relatively limited operating history, our ability to expand, retain, and motivate our employeesand manage our growth, new releases of our service and successful customer deployment, our limited historyreselling products, and utilization and selling to larger enterprise customers. Furtherinformation on potential factors that could affect the financial results of, inc. is included in ourannual report on Form 10-K for the most recent fiscal year ended January 31, 2012. This document andothers are available on the SEC Filings section of the Investor Information section of our Web site.Any unreleased services or features referenced in this or other press releases or public statements are notcurrently available and may not be delivered on time or at all. Customers who purchase our services shouldmake the purchase decisions based upon features that are currently available., inc. assumesno obligation and does not intend to update these forward-looking statements.
  3. 3. The competition is everywhere Deals Facebook Printed Media Twitter Radio Joe Prospect Blogs Television Tradeshows Referral networks Outdoor media
  4. 4. And traditional CI practices feel a lot like this:
  5. 5. A day in the life: Meet Nate Nate is looking for 3 things - fast: 1.Best competitive positioning 2.Feature comparison 3.Pricing intel
  6. 6. Nate emails his colleagues for competitive intel
  7. 7. X - Strike 1!
  8. 8. Nate checks his intranet for competitive intel
  9. 9. XX - Strike 2!
  10. 10. Nate calls his peers for competitive intel
  11. 11. XXX - Strike 3! “I think an old client of mine used to work with them a few years back... want “Phone tag – to call them?” you’re it.” “Please leave me a message and I’ll call you back.”
  12. 12. Is Nate going to win this deal? Traditional CI isn’t cutting it anymore. This is no bueno.
  13. 13. The Social Enterprise helps us crush our competition. Competitor HubEmployee Network Competitive Presence Align with Sales Conferences Groups & EventsDeal Competitive Listen &SupportRequests Social Enterprise Analyze Files Industry Influencers Gamification Competitive Analytics
  14. 14. 3 steps to build a Competitive Social Enterprise Build a Empower an Track Competitive Employee Competitive Hub Network Presence
  15. 15. Step 1: Create a Competitive Hub Competitor Hub Groups Competitive Social Enterprise
  16. 16. Enhance focus and depth with Chatter Groups “Groups let you organize intel, files, tips and tricks by competitor - we don’t use “Intranets” any more”
  17. 17. Extract your company’s “tribal knowledge” “Our Groups capture insights from anyone, providing a place for tribal knowledge to be captured and shared.”
  18. 18. Share wins so everyone benefits “Highlight wins vs. competitors so every sales person can turn a recent win into a competitive weapon”
  19. 19. Consistent Group design is key for high adoption 1 2 3
  20. 20. Harness the Wisdom of the Crowd 1 1. Use #hashtags to create searchable posts. f 2. @mentions to bring in others as needed. 2
  21. 21. Step 2: Build the Competitive Employee NetworkEmployee Network Align with SalesDeal CompetitiveSupportRequests Social Enterprise Files Gamification
  22. 22. Make sure you are aligned with salesEmployee Network Align with Sales Competitive Social Enterprise
  23. 23. Embed CI in the sales process  What stage(s) does CI make sense?  Utilize workflows Tip: The earlier the better
  24. 24. Identify your competitive new hires early
  25. 25. Track the competition in the Opportunity record 1. Identify competitive presence 2. Identify the level of threat 3. Link to competitive resources 1 3 2
  26. 26. Provide 1:1 support in your dealsEmployee NetworkDeal CompetitiveSupportRequests Social Enterprise
  27. 27. DSRs create a means for asking for more help Log in theOpportunity Record Automated email notificationWin-Win for Sales and CI
  28. 28. Chatter allows us to collaborate in context
  29. 29. Use Files for internal and external competitive assetsEmployee Network Competitive Social Enterprise Files
  30. 30. Deliver competitive tools in real time “With Chatter, we deliver the latest intel to our users,accessible from any device (web, desktop or mobile)”
  31. 31. Files ensures everyone has the latest and greatest 1 3 2
  32. 32. Give credit where credit is dueEmployee Network Competitive Social Enterprise Gamification
  33. 33. Recognize those who consistently win
  34. 34. Step 3: Monitor Competitive Activity Competitive Presence Conferences & Events Competitive Listen & Social Enterprise Analyze Industry Influencers Competitive Analytics
  35. 35. Quantify your competition Competitive Presence Competitive Social Enterprise Competitive Analytics
  36. 36. Use Analytics to align with Executive ManagementWin rates Pipeline Trending 3rd Party Analysis
  37. 37. Follow those in the know Competitive Presence Competitive Social Enterprise Industry Influencers
  38. 38. Stay on top of the latest and greatest
  39. 39. Step 3: Monitor competitive activity Competitive Presence Competitive Listen & Social Enterprise Analyze
  40. 40. Listen: people are talking about your competitors Radian 6 allows us to listen to what the social graph is saying – about us, and about our primary competitors. It is the “killer app” for competitive intelligence.
  41. 41. Radian6 for sentiment, volume and influencers
  42. 42. Identify your key competitive influencers
  43. 43. Go where they go Competitive Presence Conferences & Events Competitive Social Enterprise
  44. 44. Attend competitive events
  45. 45. So, how do you knowwhen you’ve got it right?
  46. 46. Just another day at the office…
  47. 47. And then Oracle makes a foolish mistake
  48. 48. Nobody capitalizes on PR like
  49. 49. The Employee Network comes to life!
  50. 50. Own the conversation and you can hijack a conference
  51. 51. Fact: Our event is better than theirs. Positive Negative Positive Negative 15.0% 29.5% 70.5% 85.0%Source: Radian6
  52. 52. Make the Social Enterprise your competitive edge! Competitor HubEmployee Network Competitive Presence Align with Sales Conferences Groups & EventsDeal Competitive Listen &SupportRequests Social Enterprise Analyze Files Industry Influencers Gamification Competitive Analytics
  53. 53. Thank you!
  54. 54. Don’t Forget to Submit Your Survey!Stop by the registration kiosks to complete your sessionsurveys. We have 200 KeepCups to give away as well as the chance to win a $500 iTunes voucher! Thank you! NSW Permit No. LTPS/12/05010