Is the connected company just a far vision or existing reality? Why is it relevant for Marketing? What challenges are waiting on the way to become a connected company?
These questions aren't quite new, neither are the answers. But nowadays the customers act and communicate in different ways than in the past. They want you to solve their problems on every channel you can imagine. You have to shine on every touchpoint and integrate their ideas.
To manage and handle all these information it's necessary to be well connected within your company. But not all companies are on the same level yet. There are many ways to become a "Connected Company" but you have to overcome hurdles and master challenges.
In the session we had a short view on how a connected company can look like and some factors to succeed.
The Connected Company - Vision or Reality? @ Marketing Week live, London 2013
Speaker: Ulf Sthamer, London, 27th June 2013
The connected company – Vision or Reality?
Marketing Week Live 2013
Who was and is the first mover in your company?
Social Media responsibility lies mostly with Marketing and
The original objectives of Social Media communication were
supporting Marketing and Sales.
However, It is hard to engage people and establish
a meaningful relationship with customers
Because these days customers have a different expectation –
They want you to to solve their problems engage using a
multitude of channels
The “new” social cusTomer is...
Still necessary For MarKeting…
…BuT the way to achieve that has changed
pushing your story out
becoming relevant in
New challenges and roles for Marketing, customer service and
Innovation & Product
Increase brand value
Organisations have to be responsive to new trends:
e.g. Clothes that change their colour
No Problem for Marketing
The Command center has seen it coming.
Via social intranet a match is found:
R&d already has a project in the same area
17 I GB Communication Services I 27th June 2013
Marketing searches for the target group:
Finds it using social media monitoring
Let the beta testing begin:
Champions of the brand community are being involved
Massive testing takes place:
with instant feedback in internal sessions and social media
But some are not happy:
The automation has a few bugs
searching the intranet an expert was found quickly:
Someone already knew how to solve the problem
Happy end - the bug was fixed:
The product ready to be sold
Even in this short story A lot of tools were used
to help becoming more customer centric…
The connected company
the social web
powered by people
new business models,
services & products
refine web ideas, add own innovation
But thats not yet always reality
46%of companies globally
planned to increase their
investment in social media in
of middle managers felt
prepared to properly
incorporate social media
into their work.
IBM 2012 Social Business Study.
The connected company
Different maturity Levels
Learning Organisation, Social Business Integration,
Sustainable, holistic Social Business Strategy
Sustainable Social Media Strategy
Campaigning, value adding by social media,
Social Media Policy
Established as organisational unit/role
Single point of contact for customer
ISLANDS & EXPLORERS
Uncoordinated Social Media Acitvity of individuals or
One way communication without considering customer
NO SOCIAL MEDIA ACTIVITIES
SOCIAL KNOWLEDGE MGT.
Digital Workplace, Enterprise 2.0
Sustainable Social Intranet Strategy
Single Point of access
Reusability restricted to individual networks
No Social IT Strategy
ISLANDS & SILOS
Access of information is limited
Reusability almost impossible
One Way communication top down
The way to a Connected Company
Are all three parts in your company connected?
… and now think about your own company:
Are you social on every level of your company?
Don‘t hesitate to get in touch!
To help you improve one of the three parts: