© 2014 IBM Corporation
Social Business Uncovered
#SJSUSocBiz
Daryl Pereira
@CagedEther
Irene Koehler
@IreneKoehler
© 2014 IBM Corporation
2
What we’ll cover
The emergence of
social business
Business as media
Proving the ROI
Social Bus...
© 2014 IBM Corporation
3
Social Business Uncovered
The emergence of
social business
© 2014 IBM Corporation
4
Commerce used to be more personal
Social Business Uncovered
© 2014 IBM Corporation
5
Businesses would form relationships with customers
Social Business Uncovered
© 2014 IBM Corporation
6
Customers knew each other and would discuss products
Social Business Uncovered
© 2014 IBM Corporation
7
The move to efficiency…
Social Business Uncovered
© 2014 IBM Corporation
8
Mass production brought economies of scale
Social Business Uncovered
© 2014 IBM Corporation
9
Marketing could create segments around products
Social Business Uncovered
© 2014 IBM Corporation
10
Point-of-sale optimized for rapid transactions
Social Business Uncovered
© 2014 IBM Corporation
11
Point-of-sale optimized for rapid transactions
Social Business Uncovered
© 2014 IBM Corporation
12
Business gets social, again…
Social Business Uncovered
© 2014 IBM Corporation
13
Markets become conversations
Social Business Uncovered
© 2014 IBM Corporation
14
Customers have many more points of interaction
Social Business Uncovered
© 2014 IBM Corporation
15
More information sharing across the organization
Social Business Uncovered
© 2014 IBM Corporation
16
Social business is…
Social Business Uncovered
#SJSUSocBiz
© 2014 IBM Corporation
17
Social Business Uncovered
Business as media
© 2014 IBM Corporation
18
We don’t all share equally
Social Business Uncovered
© 2014 IBM Corporation
19
Some groups are more trusted than others
Social Business Uncovered
Edelman Trust Barometer
© 2014 IBM Corporation
20
Trust generates business
Social Business Uncovered
77%
of consumers are
more likely to buy
a new...
© 2014 IBM Corporation
21
Influencer marketing at its best
Social Business Uncovered
Dynamic Signal turns employees
into b...
© 2014 IBM Corporation
22
Influencer marketing at its best
Social Business Uncovered
Dynamic Signal turns employees
into b...
© 2014 IBM Corporation
23
Influencer marketing at its worst
Social Business Uncovered
© 2014 IBM Corporation
24
How people find out about the shared economy
Social Business Uncovered
Jeremiah Owyang
© 2014 IBM Corporation
25
Influencer marketing at its worst
Social Business Uncovered
“Startups will get more
value from b...
© 2014 IBM Corporation
26
Influence is important…
Social Business Uncovered
#SJSUSocBiz
© 2014 IBM Corporation
27
Social Business Uncovered
Proving the ROI
© 2014 IBM Corporation
28
Measure conversations across the organization
Social Business Uncovered
© 2014 IBM Corporation
29
Measure conversations across the organization
Social Business Uncovered
When are customers disgr...
© 2014 IBM Corporation
30
Measure conversations across the organization
Social Business Uncovered
How have we improved
inn...
© 2014 IBM Corporation
31
Source: Altimeter Group
Business metrics:
revenue, CSAT,
reputation
Social media analytics: Insi...
© 2014 IBM Corporation
32
Source: Altimeter Group
Corporate
What are you measuring?
Social Business Uncovered
American
Air...
© 2014 IBM Corporation
33
How does social
networking bring
businesses closer to
customers?
How does social
networking help...
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Social Business Uncovered: SJSU March 2014

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An overview of social business

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  • Reference links:
    http://www.nielsen.com/us/en/newswire/2013/a-multi-mix-media-approach-drives-new-product-awareness.html
    http://branderati.com/the-age-of-advocacy-and-influence-26-stats-marketers-should-know/
  • Pam Moore slide
  • Pam Moore slide
  • Social Business Uncovered: SJSU March 2014

    1. 1. © 2014 IBM Corporation Social Business Uncovered #SJSUSocBiz Daryl Pereira @CagedEther Irene Koehler @IreneKoehler
    2. 2. © 2014 IBM Corporation 2 What we’ll cover The emergence of social business Business as media Proving the ROI Social Business Uncovered
    3. 3. © 2014 IBM Corporation 3 Social Business Uncovered The emergence of social business
    4. 4. © 2014 IBM Corporation 4 Commerce used to be more personal Social Business Uncovered
    5. 5. © 2014 IBM Corporation 5 Businesses would form relationships with customers Social Business Uncovered
    6. 6. © 2014 IBM Corporation 6 Customers knew each other and would discuss products Social Business Uncovered
    7. 7. © 2014 IBM Corporation 7 The move to efficiency… Social Business Uncovered
    8. 8. © 2014 IBM Corporation 8 Mass production brought economies of scale Social Business Uncovered
    9. 9. © 2014 IBM Corporation 9 Marketing could create segments around products Social Business Uncovered
    10. 10. © 2014 IBM Corporation 10 Point-of-sale optimized for rapid transactions Social Business Uncovered
    11. 11. © 2014 IBM Corporation 11 Point-of-sale optimized for rapid transactions Social Business Uncovered
    12. 12. © 2014 IBM Corporation 12 Business gets social, again… Social Business Uncovered
    13. 13. © 2014 IBM Corporation 13 Markets become conversations Social Business Uncovered
    14. 14. © 2014 IBM Corporation 14 Customers have many more points of interaction Social Business Uncovered
    15. 15. © 2014 IBM Corporation 15 More information sharing across the organization Social Business Uncovered
    16. 16. © 2014 IBM Corporation 16 Social business is… Social Business Uncovered #SJSUSocBiz
    17. 17. © 2014 IBM Corporation 17 Social Business Uncovered Business as media
    18. 18. © 2014 IBM Corporation 18 We don’t all share equally Social Business Uncovered
    19. 19. © 2014 IBM Corporation 19 Some groups are more trusted than others Social Business Uncovered Edelman Trust Barometer
    20. 20. © 2014 IBM Corporation 20 Trust generates business Social Business Uncovered 77% of consumers are more likely to buy a new product via a recommendation 4x-10x higher conversation rate for offers from trusted advocates
    21. 21. © 2014 IBM Corporation 21 Influencer marketing at its best Social Business Uncovered Dynamic Signal turns employees into brand advocates
    22. 22. © 2014 IBM Corporation 22 Influencer marketing at its best Social Business Uncovered Dynamic Signal turns employees into brand advocates 5000 employees can generate… Over 100M authentic impressions $2.3M in recruiting cost savings 28% increase in Earnings $4.5M in earned media advertising value 19% growth in Revenue
    23. 23. © 2014 IBM Corporation 23 Influencer marketing at its worst Social Business Uncovered
    24. 24. © 2014 IBM Corporation 24 How people find out about the shared economy Social Business Uncovered Jeremiah Owyang
    25. 25. © 2014 IBM Corporation 25 Influencer marketing at its worst Social Business Uncovered “Startups will get more value from being on Shark Tank than on the homepage of Amazon” Mark Cuban Entrepreneur
    26. 26. © 2014 IBM Corporation 26 Influence is important… Social Business Uncovered #SJSUSocBiz
    27. 27. © 2014 IBM Corporation 27 Social Business Uncovered Proving the ROI
    28. 28. © 2014 IBM Corporation 28 Measure conversations across the organization Social Business Uncovered
    29. 29. © 2014 IBM Corporation 29 Measure conversations across the organization Social Business Uncovered When are customers disgruntled? How much money did we save on support calls? How many more sales has social driven?
    30. 30. © 2014 IBM Corporation 30 Measure conversations across the organization Social Business Uncovered How have we improved innovation? Which employees are the most engaged? What has been the productivity gain?
    31. 31. © 2014 IBM Corporation 31 Source: Altimeter Group Business metrics: revenue, CSAT, reputation Social media analytics: Insights, share of voice, resonance, WOM Engagement metrics: fans, followers, clicks Corporate What are you measuring? Social Business Uncovered
    32. 32. © 2014 IBM Corporation 32 Source: Altimeter Group Corporate What are you measuring? Social Business Uncovered American Airlines tracks digital content around the brand Team of AA social experts builds engagement with customers
    33. 33. © 2014 IBM Corporation 33 How does social networking bring businesses closer to customers? How does social networking help product innovation? How does social networking foster knowledge-sharing within the enterprise? How does social networking increase employee productivity? How does social networking help business owners understand their business? How can social networking help your next job find you? A F C D E B Social Business Uncovered

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