The document discusses the rise of social media and its impact on business. It notes that social media is fundamentally changing how people communicate and that brands must have a social media presence to remain relevant. The document then introduces the M2M Framework, which aims to help enterprises collaborate across departments to meet customer needs through social media. The framework provides guidance on social media strategy, governance, use cases, and reducing risk.

1. M2M
HIGH LEVEL OVERVIEW Framework
TM
December 2012

2. SOCIAL
MEDIA
REVOLUTION
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3. Social Media Revolution
Social Media isn’t a fad, it’s a fundamental shift in the way we communicate.
“The ROI of social media is that your business will still exist in 5 years.”
• 90% of consumers trust peer
recommendations, only 14% trust advertisements
• #2 search engine in the world is YouTube
• Today Facebook tops Google for weekly traffic
• If Facebook were a country, it would be the world’s
3rd-largest and 2x the U.S.A.
• 25% of search results for the World’s Top 20
largest brands are user-generated content
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4. Social Media Adoptions 4x the Speed
Social media is following the same adoption curve as the internet at four times the
speed. “The enterprise social platforms market is expected to top $2 billion by 2014”1
And by 2015, the value of goods sold through social media will surge to $30 billion.2
1980 1990 2000 2010
1985 1995 2005 today
100M users in 16 years
internet 82’ ‘93 ‘98 ‘00 ‘07 ‘10 Today
World Wide Network Netscape 100M 360M Users 1.33 B 1.9B users 30% of World
Introduced Released - Web Users on 20M users & 256M population
grows 341,000% websites websites online
in 1 year
social media
‘95 99’ ‘04 ‘08 Today
Social Networking Blogger Facebook 100m active Over 800M
began in the form launched is launched users on active users on
stages Transac.onal
of generalized
online communities 03’
Facebook
‘10
Social Media
Facebook
(8% of World
MySpace and ‘06 becomes #1
• Purchases
population)
Interac.ve
LinkedIn Twitter is activity on the
• Payments
• Trading
released launched web
• 2-­‐way
Over 100M
Informa(onal
• B2B
active users on
• 1-­‐way
• B2C
Twitter
• sta(c
100M users in 4 years
• brochures
1. according to predictions by the International Data Corporation
2. Booz and Company Report
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5. Research and Interviews with Top Brands
“Chris has created an enabling framework for companies to derive tangible value
“How can we be social…
from social media while putting them on the path to be a social business.”
— Seth Twery, FORMER IBM PARTNER AND make money?”
be
social
GUIDING THE DIALOGUE FROM
MANY MANY TO FOR A NEW COMMERCE
make
money
Chris Estes
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6. Social Media Managers Plan
Top Priorities are Scalable Deployments
~1/3 have no plan?
Source: Altimeter Group 2012 - Base: 144 global corporate social media program managers at companies with over 1000 employees (Respondents were allowed to three choices)
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7. Demystifying social media is a channel
Diffusion of Innovations Innovators are the first individuals to adopt an
innovation. Innovators are willing to take risks, youngest in
Everett Rogers 1962 book “Diffusion of Innovations” is age, have the highest social class, have great financial
a theory that seeks to explain how, why, and at what rate lucidity, very social and have closest contact to scientific
new ideas and technology spread through cultures. sources and interaction with other innovators.
Early Adopters is the second fastest category of
individuals who adopt an innovation. These individuals have
the highest degree of opinion leadership among the other
adopter categories. More discrete in adoption choices than
innovators. Realize judicious choice of adoption will help
Internet Phone them maintain central communication position.
Early Majority adopt an innovation after a
78% of North America1 94% America1
varying degree of time. This time of adoption is significantly
longer than the innovators and early adopters. Early Majority
tend to be slower in the adoption process, have above
average social status, contact with early adopters, and
seldom hold positions of opinion leadership in a system.
Late Majority will adopt an innovation after the
Social Media average member of the society. These individuals approach
~52% of US has profile on an innovation with a high degree of skepticism and after the
one or more platforms2 majority of society has adopted the innovation. Late Majority
are typically skeptical about an innovation.
Laggards are the last to adopt an innovation. These
individuals typically have an aversion to change-agents and
tend to be advanced in age. Laggards typically tend to be
Source: 1 - Internet Word Stats, 2012; 2 - Edison Research, 2011 focused on “traditions.”
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8. M2M Framework TM
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9. M2M Framework TM
Patent Pending
Many in the Enterprise collaborate to meet the needs of Many in the Market.
Many
Enterprise
to
Many
Market
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10. Key Point: Channel Shift
Marketplace
Social media platforms are increasing and replacing traditional channels.
Market
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11. Key Point: Collaboration
Enterprise
Social media requires a maturity in organizational collaboration and a detailed
implementation approach across the various departments within the enterprise.
Enterprise
Departments
• Sales
• Marketing
• PR
• Risk
• Compliance
• IT
• etc.
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12. Key Point: Technology Integration
Command
Many Hub is the center of a solution architecture across 11 key elements.
Illustrative Suppliers
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13. Key Point: Strategy & PMO
Governance
Governance blends the Enterprise Major Disciplines with into the Market
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14. Key Point: Business Requirements
Scenarios
The 4S Scenarios are hundreds of unique “use cases” crossing Many Hub
Front office,
revenue generation
Brand, Marketing, PR,
Data Analytics
Customer Service, Ops,
HR, Legal, Product, etc.
Security, Cyber Risk,
Compliance, ediscovery
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15. M2M Framework TM
Patent Pending
Many in the Enterprise collaborate to meet the needs of Many in the Market.
Many
Enterprise
2
Many
Market
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16. Suggest Sell Service Secure
4S USE CASES
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17. 100s of Use Cases for Social Media
A Use Case describes the basic process interaction between a primary actor and
a system, represented in a sequence of simple steps to achieve a specific goal.
Sell
Service
Secure
Suggest
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18. Facebook Using “Likes” for Data Capture
Suggest
Impressions Opportunity
v
v
v
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19. Increase Clients and Revenue Managed
Financial firms are enabling FAs to make money in social platforms. Sell
• 600 Morgan Stanley
advisers cite 40% new
business through
social media use
• 60% said those new
customers had more
than $1m worth
of assets.
• ~25% of FA’s
experienced increased
revenues and fees
from clients through
social media.
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20. 23% top brands Service on Twitter
95% of the world’s top brands use Twitter, and 23% have dedicated Service
customer service handles.
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21. Framework will Reduce Risk
Proper Understanding and Application, User Agreements, Secure
Regulations, Security and Authentication, etc.
Firms will be able to
effectively monitor and
control risk, providing a
long-term, sustainable and
cost-effective solution.
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22. Member Profile
Chris Estes
Leads the Financial Services Group developing business
processes and systems integration in digital commerce. He is
authoring the book Be Social, Make Money releasing in 2012.
Chris Estes is a former Big 4 professional services executive
experienced in enterprise class company transformation and
cross channel integration. He has over 20 years customer
interface experience in building and managing cross-functional
teams in manufacturing, hi-tech, and financial services industry.
100 North Tryon Street
Suite B220 189
His experience includes entire development life cycle from
Charlotte, NC 28202 business strategy, requirements, process transformation,
technology implementation and maintenance. Over the past
T (704) 708-5725
C (704) 904-7678 decade he has built professional services teams supporting
chris.estes@4scommerce.com financial services clients around channels, content, information
technology and regulatory compliance.
http://www.linkedin.com/in/estesclt
Chris has held executive positions with PricewaterhouseCoopers,
IBM, BearingPoint, EMC and Booz Allen Hamilton. Chris attended
Yale University's Strategic Leadership Program and has a Book Cover
Bachelor's degree in Communications from Mercer University. He
lives in Charlotte, NC and is active in the community and serves
on the American Diabetes Association Step-Out Walk Board.
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