From Social Media to Social Business (Updated)

1 FHNW – 15. Dezember 2017 © 2017 socialadoption.com
From Social Media to Social Business
Peter H. Reiser – Social Business Geek
peter.reiser@socialadoption.com

Twitter @peterreiser

The Customer Experience Lifecycle
PURCHASE RECOMMEND
MAINTAIN
RESEARCH NEED RECEIVE USE
1
2
3
4
5
6
7
8
SELECT BUY OWN
Support & ServeMarket & Sell

WEB
CONTACT
CENTER
IN-STORE
CATALOG
MOBILE
EMAIL
SOCIAL
NEED /
RESEARCH
SELECT PURCHASE
MAINTAIN /
RECOMMEND
RECEIVE /
USE
A complex customer journey
CUSTOMERS DEMAND A BETTER EXPERIENCE
Read Reviews
Comparison Site
Web Search
Ask Facebook Friends
For Recommendations
Visit Branch Office
Chat
Email Order
Confirm w/Rec
Pickup Local Store
Tweet About
Purchase Experience
Ask for Help on
Community Chat Room
Product
Info
Order Online
Kiosk
Change Order
Select Product
Browse
Catalog
Order Online
Call for Info about
Add-on Accessories

let’s do a reality check

Enterprise Social Landscape
Product
Development
Marketing HR IT Customer
Service
IDEAStorm Monitoring Recruitment Collaboration CommunitiesSocial Tools Silos
Social Graph Silos

Source: http://www.global-integration.com/resources/cartoons
Community
Manager
I need a urgent response
for a customer complaint
via Twitter ....

The Novelty Is Over
Source: http://www.edelmandigital.com/2012/03/05/weaving-social-layer-across-your-organization/
Social Media Social Business

Social Business Strategy

Social Business Strategy
Socially enable your Processes to make your
Business more effective and efficient
Interact Collaborate Work
Social Employee
Social Customer
Sales Marketing
Service

Social – Tools – Graph - Adoption
Integrate Social into your Business Processes
BID Mngt.
Product
Creation
Market Sell Deliver Support
Business Applications
IDEA Storm Social Monitoring Social Discovery Social Collaboration Communities
Social Insight

The untapped Power of Social Insight
Customers
“Why should I pay a
checking fee if other
banks don’t charge
one?”
Workforce
“Wow – our Social
CRM found the right
internal expert with one
click ...”
Competition The Public
“Service of my Bank
xYZ is ridiculous ..
need to switch .. ”
“RT @finwiz Barclaycard
Ring Fees: Want to get
rid of the 1% Foreign
Country Fee?

Example: Display Marketing

Social Media Objective & KPI’s

Social Media Metrics

Open Source SNA Tools
Examples
•  Node XL (SNA integrated into Excel)
–  http://nodexl.codeplex.com/
•  Gephi (visualization and basic network metrics)
–  http://gephi.org/
•  NetLogo (modeling network dynamics)
–  http://ccl.northwestern.edu/netlogo

Social ROI (WIIFB)
BID Mngt.
Product
Creation
Enterprise Social Collaboration - secure – scalable – compliant Social - Capabilities – Graph - Adoption
Business Applications metricsmetricsmetrics metrics metrics

Innovation Management
BID Mngt.
Product
Creation
metricsmetricsmetrics metrics metricsBusiness Applications 900 customer ideas
IDEAStorm

Source: http://www.lithium.com/pdfs/books/lithium-success-book.pdf

Social Publishing
BID Mngt.
Product
Creation
metricsmetricsmetrics metrics metrics
25% increase in
customer retention
Social Marketing

barclaycard Ring

Sales & Delivery
Social Re-Use versus Win/Loss Rate and Project Margin
BID Mngt.
Product
Creation
metricsmetricsmetrics metrics metrics14% higher Win Rate 20% higher Margin
Social Selling Social Collaboration

CRM + Communities
Recommendations based on in
context CRM and Social Insight

ROI on Social Collaboration (Sun Microsystems)
ROI Calculation
Revenue : 11,000 Millions
80% of projects in AIM KMS: 8,800 Millions
14 % average Re-Use: 1,320 Millions
Average win rate improvement : 10 %

Source: http://socialadoption.com/2011/12/12/social-roi-and-social-value-models/

Customer Service
Community Driven Support
BID Mngt.
Product
Creation
metricsmetricsmetrics metrics metrics
100% Community
answered
Social Customer
Support

27 FHNW – 15. Dezember 2017 © 2017 socialadoption.com 27
Source: http://www.lithium.com/pdfs/books/lithium-success-book.pdf

ok – and how to drive
Social Adoption ?

Social Adoption
+ = WIIFM
Source: http://socialadoption.com/2008/09/16/community-equity-a-way-to-measure-social-capital-for-an-enterprise/
(Measuring) Social Capital
Maslow
Social Value Model

Understand your Communities
Sales Team Tech Team
Next Fiscal year - you can choose
between:
5% more salary
or
work on a cool project

1. Social Value model (Motivational Design)
•  Motivation (Behaviorism Theory)
•  Intrinsic
•  Extrinsic
•  Reward models (Cognitive Evaluation Theory)
•  Tangible/intangible rewards
•  Excepted/un-excepted
•  Activity Loop
•  Motivation -> Action -> Feedback
•  Fun
Engagement

Progression

Measuring Social Capital Example
Social Equity Activities Me
Contribution
create
modify
Participation
view
rate
comment
Re-use
People
ActorsValue per ActivitySum of Value
Person Equity
Information Equity
Community Equity

In Context Social Value Evaluation
Info 1
IQ=10
Info 2
IQ=20

Java
TQ=30

Ruby
TQ=20

Tag Equity
Info 1
IQ=10
Info 2
IQ=20
Info 3
IQ=30

Java
TQ=60

Ruby
TQ=60

Info 4
IQ=40

Tag Equity
Info 1
IQ=10
Info 2
IQ=20
Info 3
IQ=30

Java
TQ=60

Ruby
TQ=60

TQ(Java)=30
TQ(Ruby)=20
Info 4
IQ=40
TQ(Java)=30
TQ(Ruby)=40

User Benefit (WIIFM)
  Social Ranking
  Recognition (Incentive)
  Expertise and Skills discovery

Social Value Model
•  WIIFM
–  Recognition à Kudos
–  Rewards à Payback Points
•  WIIFB
•  100% community support
•  NPS of 73%
•  84% overall customer
satisfaction
•  Community Type
–  Mobile Users
•  Community Contributions
–  Social Support
–  Social Innovation
–  Social Marketing

Social Value Model
•  WIIFM
–  Recognition à Kudos
–  Rewards à Payback Points
•  WIIFB
–  25% increased customer
retention
–  50% decreased customer
complaints
–  10Mio anualized benefits
•  Community Type
–  Credit Card Holders
•  Community Contributions
–  Social support
–  Social Innovation
–  Social Marketing

Sun Microsystems
Engineer
Principal
Fellow
Senior Engineer HR Levels HR Promotion Process
Peer Review
Candidate Pipeline Criteria's
 Internal Outreach
 External Outreach
 Intellectual Properties
 ....
 ....
 Over average Social Equity

=> 55 Klout Score = Business Lounge American Airlines

Social Business Summary
BID Mngt.
Product
Creation
Business Applications metricsmetricsmetrics metrics metrics
WIIFM
Social Insight
WIIFB

Social Business Summary
•  Horizontally integrate Social into your Business Processes
•  Leverage in context Social Insight across all channels &
audiences (BIG Data)
–  ROI
–  Discovery / Simulation
–  Recommendations/Targeting/Segmentation
•  Social Adoption – its all about Community + Value
•  Social + Mobile + Cloud

Ø Social Business Strategy (WIIFB)
Ø Social Value Modeling (WIIFM)
Ø Social Product Strategy
Can we help you?
http://socialadoption.com

@Apéro

@peterreiser
facebook.com/reiser2.0
linkedin.com/in/peterreiser
Thank you
http://socialadoption.com

From Social Media to Social Business (Updated)

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