Social Business Technology
•Download as PPT, PDF•
0 likes•347 views
Instructed by John Rizzo.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (16)
Similar to Social Business Technology
Similar to Social Business Technology (20)
More from Online Marketing Institute
More from Online Marketing Institute (20)
Recently uploaded
Recently uploaded (20)
Social Business Technology
- 1. How Social Business Technology Can Transform Your Marketing Team
- 2. Agenda • What is Social Business? • Marketing Today • How is Social Business a Disruptive Technology for Marketing? • UBM Case Study • Tips for Successfully Transforming to a Social Business
- 3. What is Social Business Technology? The biggest from > to in a generation. FROM TO Social Capital Mechanization Transactions CRM People Expertise Records ERP Conversations Ideas Decisions Processes ECM Relationships
- 5. Marketing Org Today External Partners Your Org Chart Document-focused Tools
- 7. Social Business leads to real value McKinsey estimates: •Social business technology can unlock $900B-$1.3T annual value •$500B from marketing, sales and after-sales support • 45% reduction in marketing costs • 29% decrease in time to market
- 8. Social Business is transforming Marketing Teams • Marketing Campaigns: • Decrease time to develop and execute campaigns • Better align global cross-functional team members • Partnering with Agencies: • Collaborate with team members inside and outside the company in one place • Co-create documents without losing track of versions • Enabling Sales: • Decrease time to develop & disseminate collateral from marketing to sales • Drive more wins through transparent conversations between Sales and Marketing © Jive confidential
- 9. UBM Tech web Case Study
- 10. UBM TechWeb Marketing Services Many Roles & Teams Sales Content Marketing Program Management Business Ops/Functions Audience Marketing/Segmentati on CLIENTS Pg 10. Property of UBM TechWeb; All Rights Reserved.
- 11. UBM Tech Marketing Services Create a Machine: Program and Performance Marketing Opportunity: World-class Marketing Delivery Manage and optimize 3000+ marketing programs and thousands of promos; communicate status to stakeholders quickly and accurately •RESOURCES: Aligning people and roles for multi-faceted programs and initiatives •PRODUCTIVITY: TOO much email and versioned docs •QUALITY: Access to accurate info in real-time
- 12. BEFORE The Hub SPREADSHEET TRACKING HELL! • Marketing informed via email • Spreadsheet with a mountain of data attached to email • Programs changes constantly. More email, more spreadsheets • Rev control nightmare
- 13. UBM Tech Marketing Our Solution Deploy Hub “space” to keep Performance Marketers, Program Management team, Sales team and Reporting professionals aligned in near real time. Business Value achieved in a few days: No IT, no programming; very simple to adopt and adapt
- 14. Immediate, Direct Benefits Able to save time, costs and generate new innovations • 35% decrease in staff time focused on marketing admin; talent shifted to focus on program creativity and impact • Marketing Programs better results = Revenue; ability to handle more programs with • Organized for sharing intelligence and action - Increased confidence, trust and collaboration of full team, resulting in new ideas of efficiency and revenue created every week • Preserved historical record of promos and conversations to guide efforts and repeatable results future
- 15. Steps to Social Business Success • Executive Engagement • Employee Engagement • Metrics, Measurement, Review, Action
- 16. Steps to Social Business Success Executive Engagement
- 17. Steps to Social Business Success Employee Engagement
- 18. Steps to Social Business Success Metrics, Measurement, Review, Action Develop Develop Key Key Performance Performance Indicators Indicators
- 19. Questions? Elizabeth Brigham Product Marketing Manager, Jive Software @esbrigham www.linkedin.com/in/elizabethsbrigham
Editor's Notes
- Agenda: What is our Q3 Marketing Program Goals, size of the opportunity, targets, typical campaign process How Jive can help Customer examples Benefits FAQ
- Today we want to talk about the intersection of social business technology and marketing. So what do we mean by social business technology? All of you are familiar with how social media has influenced your lives as consumers and how your customers “own” your brand –the usual suspects: facebook, twitter, + social network flavor of the month. For 20+ years, we’ve been using tools that are focused on mechanization and automation. However, those tools are table stakes. To build a competitive advantage, we need to move toward tools that help us harness social capital.
- What that means is focusing on the people in our network to create a working platform. That said, social business technology won’t completely remove email or Excel or PowerPoint. However, it does bring all of those deliverables into one place where you can easily collaborate with your cross-functional team to get work done. So the emphasis for social business technology is on connecting people to get work done, rather than a system that’s just a container for documents.
- I imagine many of you are planning a campaign or in a campaign mid-flight. You put together your plan in Excel, draft a creative brief in Word, save to Sharepoint, email a link around and then morph everyone’s feedback into a slide deck for leadership. On top of that, you’re spending about 80% of your day in meetings rather than actually getting your deliverables out the door. This is what I lived every day at Disney as a marketer before I knew about social business. Time wasted in tools focused on documents instead of people Every day spent going from meeting to meeting talking about work instead of getting it done No good way to collaborate with External Partners Turn it over to Scott to talk through his experiences within his marketing team at UBM Tech Web to illustrate how Social Business technology has changed the way his team works
- Marketing is doing everything possible today to communicate clearly & often about its brand to main constituencies – brand evangelists, analysts, customers, etc. Mostly, these groups own the brand and broadcast out to the world. As we know for the past several years, we’ve lost much of our control over brand perception; indeed we are one step/degree removed in most cases for conversations about our brands. Most of us have embraced social media, but we are using it as another push channel; we haven’t invested in full time resources to monitor conversations & respond. Most marketers are on social media as a portion of their responsibilities & aren’t dedicated to fully engaging in the conversation. What that leads to is lost opportunities, revenue, brand loyalty & decrease market share.
- We’ve been talking thus far at a high level which makes social business technology sound like a nice to have. But I’m arguing that social business technology is a disruption to marketing operations and can generate real value. For example, overall, McKinsey is estimating the potential to unlock 900B - $1.3T ANNUAL value. For marketing alone, there’s the potential for $500B – namely through reduction in operational costs (fewer meetings trying to wrangle buy in from stakeholders all over the world) and decreased time to market which leads to beating the competition.
- To wrap things up concretely and to set up Scott’s case study, I wanted to highlight a few of the top use cases for specifically how marketers can use social business to collaborate in their daily lives. Marketing campaigns: You have to work in cross-functional teams across the org and outside (e.g. agencies) to get strong campaigns to market. Social business brings all of that work into one place, rather than having to chase down spreadsheets and stakeholders across the world Partners: Agency work involves many meetings/conf calls/travel and sending large files back and forth via email for feedback. Again, social technology gives you a platform with one place to store all this data and have active discussions/provide feedback. Sales enablement: A major focus of our job is to ensure sales has the right product material and has access to us as subject matter experts for questions. Streamline conversations about deals, distribute the latest collateral and close more with social business.