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Speaker: Ulf Sthamer, London, 27th June 2013
The connected company – Vision or Reality?
Marketing Week Live 2013

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Who was and is the first mover in your company?

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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: http://www.ragan.com/Main/structuringasocialmediateam.aspx

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The original objectives of Social Media communication were
supporting Marketing and Sales.

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However, It is hard to engage people and establish
a meaningful relationship with customers

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Because these days customers have a different expectation –
They want you to to solve their problems engage using a
multitude of channels

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The “new” social cusTomer is...
impatient.
powerful. questioning.

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Still necessary For MarKeting…
Awareness
Attitude Change
Conversion
Loyalty

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…BuT the way to achieve that has changed
pushing your story out
vs.
becoming relevant in
customer conversations

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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

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More and more tasks for marketing

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How could You handle that?
http://www.flickr.com/photos/boyarrin/7443298650/

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Imagine…
http://www.flickr.com/photos/boyarrin/7443298650/

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http://www.flickr.com/photos/sfj/422646240/
Organisations have to be responsive to new trends:
e.g. Clothes that change their colour

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No Problem for Marketing
The Command center has seen it coming.

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http://www.flickr.com/photos/jurvetson/6550941841/
Via social intranet a match is found:
R&d already has a project in the same area

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17 I GB Communication Services I 27th June 2013
http://www.flickr.com/photos/klearchos/4541072707/
Marketing searches for the target group:
Finds it using social media monitoring

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http://www.flickr.com/photos/powerbooktrance/267059283/
Let the beta testing begin:
Champions of the brand community are being involved

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19 http://www.flickr.com/photos/85677269@N00/5539193968/
Massive testing takes place:
with instant feedback in internal sessions and social media

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http://www.flickr.com/photos/ryanh/4878043598/
But some are not happy:
The automation has a few bugs

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http://www.flickr.com/photos/village9991/7519496646/
searching the intranet an expert was found quickly:
Someone already knew how to solve the problem

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22 http://www.flickr.com/photos/rezsox/5094947135/
Happy end - the bug was fixed:
The product ready to be sold

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Even in this short story A lot of tools were used
to help becoming more customer centric…

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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

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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.

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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

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The way to a Connected Company
Are all three parts in your company connected?
Technology
OrganisationPeople

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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:

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SOME OF OUR CUSTOMERS:

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ACTIVE PARTNERSHIPS:
anD manY more …

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OUR AWARDS:

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Thank you!
Let‘s start the conversation
Linked-In:
Web:
Blog:
Books:
linkedin.com/in/ulfsthamer
t-systems.co.uk/dbs
socialsoftwarematrix.org
besser20.de/english
socialmediaevolution.de