December 13, 2012 Social Business Page 1
Inspiration Marketing Consultancy Ltd.
18/F Bund Centre, 222 Yan An Road East
Huangpu District, Shanghai 200002
December 13, 2012 Social Business Page 2
Today, precious enterprise knowledge and expertise is locked up on hard disks, in
email boxes or in employees’ minds, not accessible to others. When employees are
leaving the company, this corporate intelligence gets lost which is a serious
problem. At the same time, (new) employees need a long time to get up to speed
and to find what or who they are looking for. By doing so a lot of valuable time is
wasted that could have been spend more productively.
On top of this, intranets don’t facilitate interaction, sharing and collaboration and
E-mail is a nearly prehistoric technology by today’s standards and considered as a
“graveyard of information”.
December 13, 2012 Social Business Page 3
There is no business like social business
Email was big, but social is bigger. Email adoption changed the way businesses
communicate, but Social Business Solutions change the way businesses work.
Social Business Solutions are removing the barriers between departments,
employees, customers and partners. Some of the key benefits of Social Business
Higher Customer Engagement and better Customer Service
Higher Employee Engagement resulting in higher retention rates
Increased Productivity by spending less time on search, email and meetings
Higher Marketing and Sales effectiveness
More consistent execution of strategy due to better internal and cross-
December 13, 2012 Social Business Page 4
How does it work?
It’s no longer about storing and searching for knowledge but about knowledge and
expertise finding you, just when you need it. This happens through formal networks
but even more through informal ones.
It is working today because in our daily work we leave marks in the system which
creates context and audience automatically that can be captured and organized
intelligently with social business technology.
Social Business Solutions link content, then content with people and ultimately
people with people resulting in complete transparency over topics, experts and
December 13, 2012 Social Business Page 5
Experiences from current users
A recent McKinsey study among 3,249 executives showed that Social Business
Solutions delivered the following results:
Most companies that have implemented Social Business Solutions are still in the
earlier phases of adoption mostly starting in the marketing domain.
December 13, 2012 Social Business Page 6
Developing a social business
Fundamental to the development of a successful social business are the right
cultural, technological and organizational conditions. It is much more about social
science than anything else which goes far beyond the technological dimension alone.
Therefore a thorough approach should be taken that include the following steps:
Need Assessment of the potential key user groups
Business Case Definition and Priority Setting
Development Change Management Program including Communication Plan
Vendor evaluation and selection
Development and Implementation IT Solution
Ongoing monitoring and improving in iterative steps