Reinventing the Customer Edge: Social Media and Innovation in the Enterprise<br />CIO Perspectives<br />San Francisco<br /...
Saying “No” to social media is a big mistake, especially if the decision was driven by the CIO.<br />While there are many ...
 CIO Focus – Personal or Organizational?</li></ul>1<br />Social Networks and the CIO<br />
Social Networks and the CIO<br />CIO Social Media Framework<br /><ul><li>Knowledge Communities
Innovation
Training
Customer Relationships
Customer Service
Innovation
Recruiting/Alumni</li></ul>Organizational<br />CIO Focus<br /><ul><li>Organizational Leadership
Values
Communication
Corporate and Personal Brand Building
CIO Career Development
Networking</li></ul>Personal<br />External<br />Internal<br />Community<br />Source: www.ciodashboard.com, Diamond Managem...
Social Networks and the CIO<br />Today’s Focus is Reinventing the Edge Customer Impact. <br />Learning<br />Customer Impac...
Social Networks and the CIO<br />3-Clouds<br />Internet… a connectivity utility – Capitalism by its nature connects<br />C...
Social Networks and the CIO<br />The exploding Internet<br />
Social Networks and the CIO<br />3-Clouds<br />Cloud computing ... a resource utility – competition brings new resources<b...
Social Networks and the CIO<br />“As we may think…”  -- Vannevar Bush<br />
As Director of the Office of Scientific Research and Development, Dr. Vannevar Bush has coordinated the activities of some...
Social Networks and the CIO<br />3-Clouds: Mobile, Social, Ubiquitous…<br />The 3rd cloud –mobile, social interaction util...
Social Networks and the CIO<br />David Reed: The power of group forming networks…<br />
Social Networks and the CIO<br />David Reed: The power of group forming networks…<br />Optional Slide<br />
Social Networks and the CIO<br />Expectations of the Market: Can you meet the Woodruff Standard?<br />Coca Cola will be wi...
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Reinventing The Edge With Social Media

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This talk covers how to create value with social media through cost reduction, revenue enhancement, and innovation. It also says why social media is here to stay due to the phenomenon of the the "three clouds" -- connectivity, resources & social.

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Reinventing The Edge With Social Media

  1. 1. Reinventing the Customer Edge: Social Media and Innovation in the Enterprise<br />CIO Perspectives<br />San Francisco<br />September 23, 2009<br />Dr. John J. Sviokla<br />john.sviokla@diamondconsultants.com<br />blog: www.sviokla.com<br />Harvard blog: blogs.harvardbusiness.org/sviokla/<br />twitter: jjsviokla<br />cell: 617.510.3565<br />Creative Commons License: Attribution needed, derivative works allowed for non-commercial activities<br />
  2. 2. Saying “No” to social media is a big mistake, especially if the decision was driven by the CIO.<br />While there are many reasons to limit what your employees post on social media sites, shutting off the spigot entirely misses out on some incredible opportunities to learn and experiment and, if you get lucky, create some real value for your organization.<br />Two common questions frame this discussion:<br /><ul><li> Community – Internal or External?
  3. 3. CIO Focus – Personal or Organizational?</li></ul>1<br />Social Networks and the CIO<br />
  4. 4. Social Networks and the CIO<br />CIO Social Media Framework<br /><ul><li>Knowledge Communities
  5. 5. Innovation
  6. 6. Training
  7. 7. Customer Relationships
  8. 8. Customer Service
  9. 9. Innovation
  10. 10. Recruiting/Alumni</li></ul>Organizational<br />CIO Focus<br /><ul><li>Organizational Leadership
  11. 11. Values
  12. 12. Communication
  13. 13. Corporate and Personal Brand Building
  14. 14. CIO Career Development
  15. 15. Networking</li></ul>Personal<br />External<br />Internal<br />Community<br />Source: www.ciodashboard.com, Diamond Management & Technology Consultants<br />
  16. 16. Social Networks and the CIO<br />Today’s Focus is Reinventing the Edge Customer Impact. <br />Learning<br />Customer Impact!<br />Organizational<br />CIO Focus<br />Communication<br />Career<br />Personal<br />External<br />Internal<br />Community<br />Source: www.ciodashboard.com, Diamond Management & Technology Consultants<br />
  17. 17. Social Networks and the CIO<br />3-Clouds<br />Internet… a connectivity utility – Capitalism by its nature connects<br />Cloud 1<br />Source: David Reed<br />
  18. 18. Social Networks and the CIO<br />The exploding Internet<br />
  19. 19. Social Networks and the CIO<br />3-Clouds<br />Cloud computing ... a resource utility – competition brings new resources<br />Cloud 2<br />Cloud 1<br />Source: David Reed<br />
  20. 20. Social Networks and the CIO<br />“As we may think…” -- Vannevar Bush<br />
  21. 21. As Director of the Office of Scientific Research and Development, Dr. Vannevar Bush has coordinated the activities of some six thousand leading American scientists in the application of science to warfare. In this significant article he holds up an incentive for scientists when the fighting has ceased. He urges that men of science should then turn to the massive task of making more accessible our bewildering store of knowledge. For years inventions have extended man&apos;s physical powers rather than the powers of his mind. Trip hammers that multiply the fists, microscopes that sharpen the eye, and engines of destruction and detection are new results, but not the end results, of modern science. Now, says Dr. Bush, instruments are at hand which, if properly developed, will give man access to and command over the inherited knowledge of the ages. The perfection of these pacific instruments should be the first objective of our scientists as they emerge from their war work. Like Emerson&apos;s famous address of 1837 on &quot;The American Scholar,&quot; this paper by Dr. Bush calls for a new relationship between thinking man and the sum of our knowledge. <br />Social Networks and the CIO<br />“As we may think…” -- Vannevar Bush<br />Optional Slide<br />Source: the Atlantic, http://www.theatlantic.com/doc/194507/bush<br />
  22. 22. Social Networks and the CIO<br />3-Clouds: Mobile, Social, Ubiquitous…<br />The 3rd cloud –mobile, social interaction utility – Human connection is the Killer App of all Killer Apps<br />Cloud 2<br />Cloud 1<br />Cloud 3<br />Source: David Reed<br />
  23. 23. Social Networks and the CIO<br />David Reed: The power of group forming networks…<br />
  24. 24. Social Networks and the CIO<br />David Reed: The power of group forming networks…<br />Optional Slide<br />
  25. 25. Social Networks and the CIO<br />Expectations of the Market: Can you meet the Woodruff Standard?<br />Coca Cola will be within arms length of desire…<br />
  26. 26. Social Networks and the CIO<br />Today’s Focus is Reinventing the Edge Customer Impact. <br />Learning<br />Dell<br />Southwest<br />Avon<br />Broadridge<br />Organizational<br />CIO Focus<br />Communication<br />Career<br />Personal<br />External<br />Internal<br />Community<br />Source: www.ciodashboard.com, Diamond Management & Technology Consultants<br />
  27. 27. Social Communities and Allstate Financial<br />What are my goals for social media in the short term, medium term and long term?<br />Quantitative Benefit<br />Improve Sales Efficiency<br />Qualitative Benefit<br />Agent Recruiting/Retention<br />Improve Productivity<br />Improve Advertising Effectiveness<br />Amplified Range &Reach<br />Customer Self Service<br />Benefits<br />Cost Reduction<br />Faster/Cheaper Documentation<br />Revenue Increase<br />Increase Average Order Size<br />Word of Mouth Leverage<br />Customer Satisfaction<br />React to Changing Needs<br />Innovation<br />
  28. 28. Dell created a support forum (www.dellcommunity.com) to enable users to help each other to take care of hardware and software issues and documenting known problems<br />By tapping on the “culture of generosity”, Dell has been able to create a strong user community and help reduce support costs. <br />Social Communities and Allstate Financial<br />Save Money -- Dell – Support Forum helps reduce support cost<br />Overview<br />Features<br /><ul><li>Users can visit and post their problems or respond to posted problems quite easily
  29. 29. The question and answers threads are archived and easily searchable
  30. 30. The US monthly unique visitors are ~1 Million</li></ul>Source: Diamond Analysis, Forrester Research.<br />
  31. 31. Social Communities and Allstate Financial<br />Southwest Airline’s communities<br />My Space<br />Eons<br />Facebook<br />Travel Community<br />Orkut<br />You Tube<br />
  32. 32. Social Communities and Allstate Financial<br />Southwest Airline’s communities (continued)<br />
  33. 33. Social Communities and Allstate Financial<br />Avon Representatives are already using different social media tools to promote their business<br />facebook<br />MySpace<br />Orkut<br />Blogs<br />Eons<br />YouTube<br />
  34. 34. Social Networks and the CIO<br />BroadridgeInvestory Network<br />
  35. 35. Aggregation, organization, and integration of both user generated content and structured data will be the keys to unlocking the potential of financial communities.<br />Social Communities and Allstate Financial<br />Social Networking in the Marketplace Will Evolve <br />Integration<br />Personal Information Management<br />UGC - Predictions<br />UGC - Activity<br />Evolution<br />Social Networking<br />Structured Data<br />Today<br /><ul><li>Different categories of sites exist to provide users with information</li></ul>Personal aggregate personalized, structured data*<br /><ul><li>e.g. Google Finance, Yahoo Finance</li></ul>Social Networking sites offer communities for users to share user generated content (UGC)*<br /><ul><li>e.g. Caps, ClearStation</li></ul>Social Networking sites that combine communities with users’ actual activity*<br /><ul><li>e.g. ZeccoShares</li></ul>Tomorrow<br /><ul><li>Integrated sites will combine the best of personalized, structured data with the best user generated content
  36. 36. User generated content will be easily accessible, aggregated with “professional” data and structured in a personalized manner for users
  37. 37. Interactions make users members of a community instead of just customers</li></ul>*For additional examples of personal financial management and financial social networking sites, see appendix slides 24-48.<br />
  38. 38. Social Communities and Allstate Financial<br />It’s all about profitable growth!<br />Quantitative Benefit<br />Improve Sales Efficiency<br />Qualitative Benefit<br />Agent Recruiting/Retention<br />Improve Productivity<br />Improve Advertising Effectiveness<br />Amplified Range &Reach<br />Customer Self Service<br />Benefits<br />Cost Reduction<br />Faster/Cheaper Documentation<br />Revenue Increase<br />Increase Average Order Size<br />Word of Mouth Leverage<br />Customer Satisfaction<br />React to Changing Needs<br />Innovation<br />
  39. 39. Social Communities and Allstate Financial<br />Enough about the Company – what about YOU?<br />
  40. 40. Social Networks and the CIO<br />Lower costs increase yield…<br />Profitable growth<br />Organizational<br />CIO Focus<br />Status & Power<br />Employability<br />Personal<br />External<br />Internal<br />Community<br />Source: www.ciodashboard.com, Diamond Management & Technology Consultants<br />
  41. 41. Those entitles that are more highly interconnected learn faster…<br />Those societies that have deeper means to absorb and share risk grow faster and better…<br />Those individuals who connect and enjoy life with friends live longer, and happier…<br />The Three Clouds are the Natural Next Evolution of our Species <br />

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