Designing a Social Business

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Designing a Social Business

  1. 1. Patrick Gladney Group Head, Research & Insights @pgladney socialmediagroup.com Social Business: Moving from Drawing Board to Board Room
  2. 2. <ul><li>All customer facing roles are socially connected both internally and to the consumer. </li></ul><ul><li>Content is optimized and integrated across social channels. </li></ul><ul><li>The organization fully understands and leverages social channel dynamics. </li></ul><ul><li>There is an organizational structure in place to support all of the above. </li></ul>What is a Social Business? Key Traits
  3. 3. “ The future is here, it’s just not evenly distributed, yet.” - William Gibson, author
  4. 4. <ul><li>Social Business Current-State: Industry </li></ul>DEVELOPING: some use, less integrated INTERNALLY NETWORKED: employee use EXTERNALLY NETWORKED: customers & business partners FULLY NETWORKED: employees, customers & business partners – helping break down organizational information flow barriers 79 % 13 % 5 % 3 % Source: McKinsey Quarterly, “The Rise of the Networked Enterprise: Web 2.0 Finds its Payday” – December 2010
  5. 5. It’s all about execution
  6. 6. All customer facing roles are socially connected to the consumer
  7. 7. Content is optimized and integrated across all social channels social.ford.com
  8. 8. <ul><li>Helpful </li></ul><ul><li>Authentic </li></ul><ul><li>Human </li></ul><ul><li>Interesting </li></ul><ul><li>Conversational </li></ul>The organization fully understands and leverages social channel dynamics
  9. 9. Segment channels to establish clear lines of communication Inform Sell Engage Support
  10. 10. There is an organizational structure in place to support all of the above
  11. 11. <ul><li>Despite the best of intentions, companies operate in silos. </li></ul>PRODUCT HR SALES IT MKTG COMMS Brand Customers see companies as one.
  12. 12. <ul><li>Recommended Organizational Structure </li></ul>SOCIAL BUSINESS EXECUTIVE COUNCIL PRODUCT HR MKTG SALES CORPORATE COMMS IT CUST. CARE
  13. 13. UNTAPPED DATA INABILITY TO SCALE DISMAL ADOPTION NON-COMPLIANCE RISK OVER-SPENDING Source: Forrester Research, “ Rethink Your Enterprise Approach To Social Technology”, February 2011
  14. 14. Most Common Handset Dislikes Untapped Data – Wireless Category
  15. 15. Untapped Data – Wireless Category Anyways, I really want to pick get this phone, but my experience with touchwizz before hasn't been a good one. Plus, for the life of me I can't get over the backplate of the phone. Its just made so badly, and it looks so flimsy . Apart from that the phone is excellent in everyway.
  16. 16. Non-compliance: Professional Services
  17. 17. If business insists on being “friends” with humans, then business best behave human. Why Become a Social Business?
  18. 18. Thank You Patrick Gladney [email_address] @pgladney socialmediagroup.com • 1 416.703.3764

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