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The Connected Company - Vision or Reality? @ Marketing Week live, London 2013


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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.

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The Connected Company - Vision or Reality? @ Marketing Week live, London 2013

  1. 1. 1 Speaker: Ulf Sthamer, London, 27th June 2013 The connected company – Vision or Reality? Marketing Week Live 2013
  2. 2. 2 Who was and is the first mover in your company?
  3. 3. 3 Social Media responsibility lies mostly with Marketing and communication departments. 69% Public Relations 49% Corporate Communication 17% IT 14% Legal 26% Advertising 70% Marketing 19% Customer Service ! 15% Others Source:
  4. 4. 4 The original objectives of Social Media communication were supporting Marketing and Sales.
  5. 5. 5 However, It is hard to engage people and establish a meaningful relationship with customers
  6. 6. 6 Because these days customers have a different expectation – They want you to to solve their problems engage using a multitude of channels
  7. 7. 7 The “new” social cusTomer is... impatient. powerful. questioning.
  8. 8. 8 Still necessary For MarKeting… Awareness Attitude Change Conversion Loyalty
  9. 9. 9 …BuT the way to achieve that has changed pushing your story out vs. becoming relevant in customer conversations
  10. 10. 10 New challenges and roles for Marketing, customer service and other departments. Innovation & Product Development Sales Customer Experience Engage customers Finding Experts Marketeer Listening & Analytics Design Channels, Content and Touchpoints Distribute product information & Increase brand value Crisis management Employer branding Service & Support
  11. 11. 11 More and more tasks for marketing
  12. 12. 12 How could You handle that?
  13. 13. 13 Imagine…
  14. 14. 14 Organisations have to be responsive to new trends: e.g. Clothes that change their colour
  15. 15. 15 No Problem for Marketing The Command center has seen it coming.
  16. 16. 16 Via social intranet a match is found: R&d already has a project in the same area
  17. 17. 17 I GB Communication Services I 27th June 2013 Marketing searches for the target group: Finds it using social media monitoring
  18. 18. 18 Let the beta testing begin: Champions of the brand community are being involved
  19. 19. 19 Massive testing takes place: with instant feedback in internal sessions and social media
  20. 20. 20 But some are not happy: The automation has a few bugs
  21. 21. 21 searching the intranet an expert was found quickly: Someone already knew how to solve the problem
  22. 22. 22 Happy end - the bug was fixed: The product ready to be sold
  23. 23. 23 Even in this short story A lot of tools were used to help becoming more customer centric…
  24. 24. 24 Big Picture: The connected company Company powered by Enterprise2.0 the social web powered by people partners interact new business models, services & products interact refine web ideas, add own innovation adapt ideas listen, feedback, ideas communicate, support, sell
  25. 25. 25 But thats not yet always reality 46%of companies globally planned to increase their investment in social media in 2012. But only 22% of middle managers felt prepared to properly incorporate social media into their work. IBM 2012 Social Business Study.
  26. 26. 26 The connected company Different maturity Levels OperativeTacticalStrategic CONNECTED COMPANY Learning Organisation, Social Business Integration, Sustainable, holistic Social Business Strategy COORPORATIVE NETWORK Brand Communities Sustainable Social Media Strategy PROACTIVE USE Campaigning, value adding by social media, Social Media Policy COORDINATED ACTIVITIES Established as organisational unit/role Single point of contact for customer ISLANDS & EXPLORERS Uncoordinated Social Media Acitvity of individuals or departments BROADCAST One way communication without considering customer information needs NO SOCIAL MEDIA ACTIVITIES SOCIAL KNOWLEDGE MGT. Digital Workplace, Enterprise 2.0 Sustainable Social Intranet Strategy SOCIAL COLLABORATION Single Point of access Open Culture AD-HOC COLLABORATION Reusability restricted to individual networks No Social IT Strategy ISLANDS & SILOS Access of information is limited Reusability almost impossible EDITORIAL INTRANET Push Communication One Way communication top down NO INTRANET
  27. 27. 27 The way to a Connected Company Are all three parts in your company connected? Technology OrganisationPeople
  28. 28. 28 Technology OrganisationPeople … 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:
  30. 30. 30 ACTIVE PARTNERSHIPS: anD manY more …
  31. 31. 31 OUR AWARDS:
  32. 32. 32 Thank you! Let‘s start the conversation Linked-In: Web: Blog: Books: