Value creation with Microblogging and Twitter - Issues


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Issues in approaching value creation projects with microblogging and social media

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Value creation with Microblogging and Twitter - Issues

  1. 1. Microblogging - Issues in creating value - Marcello del Bono, MBA Microcamp Milan, Italy 24 May 08 Marcello del Bono
  2. 2. Markets are conversations… Photo by Clairity Marcello del Bono
  3. 3. …often public ones Hi Frequency of Stresm of conversation •Phone •Chat •IM •Microblog PUBLIC PRIVATE One •SMS Many To To One Many •Web Forum •e-Mail •Blog Low Frequency of stream of conversation Adapted from: Marcello del Bono
  4. 4. …potentially a world of opportunities Worldwide Italy Source: Twitterfacts, Hitwise, Marcello del Bono
  5. 5. So, how do Organizations create value with it? Marcello del Bono
  6. 6. Micro-blogging usage in organizations - Personal Branding - Facilitating collaborative experience - Hangin’ on - Promoting special offers - Get feedback - Ideas bank - Hire People - Personality Observation - Signalling new links - Understanding other departments - Understanding people activities - Notifying customers - Understanding other departments - Event updates priorities - Take notes - Hidden Knowledge hunting - Find prospects - Domotics - Provide live coverage - … - Set Up Meetings - Acquire votes - Reading news - Promoting events - Building conversations - Sending Press releases Our elaboration from: Marcello del Bono
  7. 7. Which are the Issues? Photo by Pink hats, red shoes Marcello del Bono
  8. 8. When all you have is a hammer … Photo by Jurek d. Marcello del Bono
  9. 9. Traditional value creation view… Free Cash Flow 9000 8000 Anticipate and 7000 increase revenues 6000 5000 4000 3000 Reduce, avoid 2000 and postpone 1000 costs 0 -1000 -2000 2008 2009 2010 2011 2012 Marcello del Bono
  10. 10. ...but excess of control can freeze enterprenuership destroying value Photo by National Science Foundation Marcello del Bono
  11. 11. So let creativity flow… Photo by Laszlo-photo Marcello del Bono
  12. 12. Ach! Photo by GregPC Marcello del Bono
  13. 13. You need to balance your vision Photo by Cherice Marcello del Bono
  14. 14. Tool 1 Strategy map - simplified example - Cash Flow EF Cross Communities CS Selling Involvment New Right Cust. To Efficiency products Right channel IP L&G Hiring/Staffing Right tools Right climate The best people & info Marcello del Bono
  15. 15. Tool 1 Strategy Map - Web project - Cost/Benefit EF CS On Budget On Scope. On Time Proj. Project Project Integration Risk Mgmt. Communic. IP Recognizing Staffing L&G Individual The best people Learning Performance Leveraging Knowledge Marcello del Bono
  16. 16. Tool 2 Strategy Map and MB benefits linkage - a whole company example - Cash Gaining Networking Flow EF feedback Cross Communities After sales CS Selling Involvment Support Activity Rep New Right Cust. To Efficiency IP products Right channel Team building L&G Hiring/Staffing Right tools Right climate The best people & info Status/Mood Personality Being Link Analysis Involved/Inform. Last minute Sharing changes Marcello del Bono
  17. 17. Tool 2 MB Benefits linkage - Web project - Gaining ERP feedback Cost/Benefit EF CS Ob Budget On Scope. On Time Team building Proj. Project Project Integration Risk Mgmt. Communic. IP Bank of Ideas Recognizing Staffing L&G Individual The best people Learning Performance Leveraging Knowledge Cross- Activity Rep Seeding Marcello del Bono
  18. 18. Tool 3 Quantifying benefits Benefits impact BENEFIT Strategic impact KPI Business Impact Networking Community involvment Sales increase 5% Gaining feedback Innovation Shorter time to market 15 months After sale support Right Channel to right Cost to serve -8% … Financial benefits impact per year (Euro .000) Year 1 Year 2 Year 3 Sales increase by 200 280 320 Cost to serve -70 -80 -90 … Marcello del Bono
  19. 19. Tool 4 – Understanding strategy and benefits • Review of existing strategic documentation • Brainstorming • Interviews • Workshops • A day in the life of… Photo by Jacob Botter Marcello del Bono
  20. 20. Tool 5 – Identify roles and responsibilities of the activities Microblogging user requirements definition - Example - IT MKTG Administration Proj manager Team Sponsor 1) identify interviewers R C 2) Select Interviewees C C C R C 3) Schedule interviews R C 4) Prepare Interviews A R 5) Conduct Interviews A R I 6) Analyze and document interviews finding A R 7) Publish requirements A R C 8) User Validation R R R A I R = Responsible (execute) A = Accountable (Yes or No) C = Consulted before I = Informed After Marcello del Bono
  21. 21. Tool 6 – Identify roles and responsibilities of the strategic objectives Do it! R = Responsible (execute) A = Accountable (Yes or No) C = Consulted before I = Informed After Marcello del Bono
  22. 22. Tool 7 – The Social Media family RSS Feeds Mashups Blogging Co-creation Folksonomies Rating/Ranking Internet Podcasting Community Discussions Online Social Networks Tagging Instant Messaging microblogging Citizen Journalism Widgets Wikis Marcello del Bono
  23. 23. …just avoid the upside-down “… everything looks like a nail” attitude Photo by Exfordy Marcello del Bono
  24. 24. Skills – Be a fast learner Photo by Mike Warren Marcello del Bono
  25. 25. Skills – Learn how to delegate Photo by CairoCarol Marcello del Bono
  26. 26. Skills – Rock. Do a terrific job Photo by wikipedia Marcello del Bono
  27. 27. Finally, be rational and be passionate Photo by Marcello del Bono
  28. 28. About me - Marcello del Bono - He has worked as a Consultant since 1990 in Big 4 consultancies, Media and Television companies and as a free lance. He has an MBA-Master of Business Administration awarded by the SDA Bocconi's School of Management in Milan, a Master in International Marketing and Trade, a Political Science-Economics Degree from the University of Milan. He is also internationally qualified as a Programme Manager and Project Manager. He is looking for digital companies willing to be helped on Marketing and Business Development processes in Italy or across the world. Blog Linkedin Twitter e-Mail marcello_delbono @ Marcello del Bono
  29. 29. Licensing and copyright • Except for the photographs (see next point) this work is licensed under an Attribution Creative Commons 3.0 license. • All Photographs in this work are used with permission. Copyright of photographs used in this presentation is owned by the original artist. Rights to reproduce or use the photographs must be obtained directly from artists Marcello del Bono