Support de cours pour le module Social Business

1. Social Business
http://DSign4Value.com
Introduction
November 14 2016

2. 2
Can social innovation help business
make sense?
©2016 LHST sarl
Introduction
Date Subject
14 November Introduction
14 November Social Business
15 November Social Networks
22 November The Qualified/Quantified Self
06 December Student Deliverables

3. Introduction

4. Introduction
©2016 L. SCHLENKER
Agenda
Introduction
Administrative Details
Business Basics
The Challenges
The Building Blocks

5. Module Facilitator
• I work with managers to help them
understand how enterprise applications,
web and mobile technologies can enrich
their careers.
• The client portfolio in the ICT industry
includes Microsoft, Apple, Ernst & Young,
France Telecom, HP, IBM, Oracle and SAP
.
•The work with the IT industry in Europe
has included fifty partner and customer
conferences, a dozen case studies, and
various marketing support activities.
Prof. Lee SCHLENKER,
Professor ESC Pau
Mail : lee@lhstech.com
Skype : leeschlenker
Web : www.leeschlenker.com
Administration

6. Assessment
Grading Scale
Participation: 50% of your grade will be based upon your participation and
engagement on the course portal.
Videoscribe case study: 50% of your grade will be based upon your video case
analysis.
In your six-minute videoscribe, you will provide
answers to the following questions :
What is the problem the company is trying to solve?
What exactly does the company propose to do ?
Is the inititive an example of marketing, CRM, or
Social CRM ? How does this compare with what we
have learned social business?
What metrics can be used to measure the future
success of this venture?
What conclusions can you draw from this example
about the future of social business in the industry
under study ?
Administration

7. • Response systems can increase
student engagement and
participation by giving all
students a chance to respond.
• Results from past polls or
quizzes are stored on the
website and can be associated
with student names.
• This allows teachers to track
each student's performance
over time.
• The interface for web browsers
(on desktop or laptop
computers, or Smartphones and
tablets)Similar
AnswerGarden, Clickers, PollDaddy
Poll Everywhere Administration

8. • Segment the market by
needs…
• Qualify your target
segment
• Develop your products
or services to meet the
need
• Measure the results
Tristan Kromer
The Basics

9. Three paths to value The Basics

10. Product Value
• Delivery
• Use
Brand Value
• Reputation
• Promise
Relationship Value
• Experience
• Conversation
Customer Value
What do customers really value ?
The Basics

11. The Basics

12. To help us understand the motivations, experience and objectives of the internal
and external clients of the organization
 ROI
 Real time data
 ...
Stockholders
 Competition
 “made in” “made by”
 ...
The State
 Lower entry barriers
 Acquisitions, OPA...
Partners
 Loyalty
 Real costs
 ...
Clients
The Enterprise
 Mobility
 Empowerment
 ...
Employees
The objectives of an IS The Basics

13. Social Media
• Social media relies on web-based to
focus communication on interactive
dialogue between organizations,
communities, and individuals
• Social Networking leverages technology to
build and/or elucidate networks of people
who share common interests or activities.
• Social Networking sites often include social
media tools to facilitate the interaction and
conversation
The Basics

14. ©2016 LHST sarl
Challenges
The objective of Customer
Relationship Management is to
enable companies to build deeper,
more profitable, long term
relationships by reaching
customers with the right message
at the right time by providing
superior customer service

15. Patti Anklam The Social-Network Toolkit
Challenges

16. Tranformational “Memory” itself becomes
the product — the "experience"
• Service economy – value comes from
services embedded in the product
• Pine and Gilmore argued that
differentiation today comes from creating
“experiences”
• Starbucks, Michelin, Hermès, Apple
• Companies provide “stages”, managers
are “actors”, customers are active
“spectators”
Challenges

17. Productivity
• Harder, better, faster…
• Mechanized productivity
• Knowledge productivity
• Continuous Productivity
Steven Sinofsky
Challenges

18. Lee SCHLENKER
Results
Actions
Knowledge
Context
Data
Process
Interprets
Decisions
Measures
Obtain
Define
Require
Drive
The ladder of initiatives™
Challenges

19. Stan Maklan and his co-authors offer us a view of the past and
potential future of customer relationship management in
their Sloan Management Review article, Why CRM Fails —
and How to Fix It.
• How do the authors’ describe the problem of Customer
Relationship Management, and how do they present the
solution?
• Why to they suggest that managers need to to invest in both
resources and capabilities ?
• Describe the framework presented to develop their CRM
resources and capabilities as well as how it applies to BMV
and Flutter
• Which key insights emerge from the authors’ work?
• new conditions. What other examples confirm this
contention?
Why CRM Fails Building
Blocks

20. Marketing Relationships Building
Blocks

21. Traditional Marketing CRM
Goal: Expand customer
base, increase market
share by mass marketing
Goal: Establish a profitable,
long-term, one-to-one
relationship with customers;
understanding their needs,
preferences, expectations
Product oriented view Customer oriented view
Mass marketing / mass
production
Mass customization, one-to-
one marketing
Standardization of
customer needs
Customer-supplier
relationship
Transactional relationship Relational approach
Building
Blocks

22. Customer Relationship
Management
• For CRM to be truly
effective, an organization
must first decide what kind
of customer information it is
looking for and must decide
what they intend on doing
with it.
• 75% of CRM projects fail
within their first year
• It can result in lost of
productivity and waste
corporate investment in
software and time
Building
Blocks

23. Is more than social media…..
Social Business Building
Blocks

24. https://padlet.com/leeschlenker/social
Social Business Building
Blocks
For tomorrow, please:
• Read the article ”Why CRM
Fails — and How to Fix It”.
• Take and post one photograph
representing the ESC’s efforts
at managing the customer
relationships
• Sign in to the course portal at
http://DSign4Value.com