The impact of social media on business models.

1. Social
Media
(Not) Just another drop in the ocean?

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AGENDA
1. Observations
2. Opportunities
3. Challenges
4. Summary
5. Q&A

3. 1. OBSERVATIONS

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Digital Darwinism

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What’s new?
Customers publicly share and discuss their opinions on brands, products &
purchases
Current (and potential) employees publicly share and discuss their opinions about
companies

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The Social Divide

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The Business Intelligence gap

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The data disconnectCritical business questions made even more complicated

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“Through 2015, 80 percent of enterprises will
lack a coherent approach to dealing with
information from social media”
- Gartner

15. “A time where technology and society are evolving faster
than the ability of many organizations to adapt”
- Brian Solis

18. 1. Traditional marketing lose their impact (studies underpin
that users tend to believe user posts more than official company messages)
2. Particularly products need to focus on the digital
social universe to ensure brand reputation and
sales revenue

19. 2. OPPORTUNITIES

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Want to take the
risk of doing
nothing?

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#1
Operational
excellence

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Listening is the first step in a
comprehensive social media strategy
Next steps include monitoring,
engaging & acting
A tool is important, but it need to be
properly integrated in the existing
landscape and the overall business
strategy
Rethink the way how to interact with our
customers (develop a proper content plan)

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An example
Listening what people say about our brand…

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An example
… and competitors

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An example Business Question:
We are interested in spotting opportunities where we can offer our services. An opportunity
is defined as an incident with a negative sentiment that is related to a direct competitor.
2. Getting more background information (context) 3. Formulate appropriate answer and/or notity assigned person(s)
4. And are also able to evaluate the competitor’s
performance on it’s social media policy!
1. [(user:cegeka AND @cegeka) AND (sentiment=negative)]
Monitor, engage & act…

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An example
… & analyse identified outlyers

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An example
1. Interesting (as in most mentioned) links for “open data”
2. Related tags allow related search
3. Detect contributors to the topics; possible interesting to follow and/or contact
4. Messages flow with to the point information
And even use it for research purposes

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Customers are creating a petabyte of
data about organisations every day. Let´s
take a sample of what XYZ Corporation
customers have recently said, for
example...
By using Social Insight into Action, XYZ
Corporation can continually LISTEN to...
and ANALYSE what people are saying
about them and their competitors, and
filter out the noise...
...then RESPOND by turning this social
insight into real action across their
existing enterprise systems and processes.

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#2 Better decision taking

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Example n°1

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Example n°2

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#3 innovating business models

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“To keep it simple, innovation in your
business means doing something new,
different, smarter or better that will
make a positive difference.”

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Example n°1

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Example n°2

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Objective
To increase the number of product ideas while improving on their customer engagement.
The business model
Any user can submit a product design, which other users will be able to vote for. When a submission racks up 10,000 votes it
gets a formal stage-gate review and unless legal flaws or other showstoppers are identified, it moves into production. The
idea creator receives a 1% royalty on the net revenue.
Gains
1. A wider community for the ideation phase, which will
inevitably turn up many more ideas than Lego’s own
designers, however talented, could do.
2. A very cost-efficient development phase, whereby
unsuccessful projects cost nothing to Lego and projects
that go into production attract a very modest 1% royalty
cost.
3. A virtually free pre-launch campaign through the voting
phase that creates a buzz among the fan base and
provides a clear metric on what the fan base wants to buy.

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Example n°3

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Example n°4

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Example n°5

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3. CHALLENGES

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It’s still a green field

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competences

59. 4. SUMMARY

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1. The way we interact with the
world has changed…and it
isn’t changing back
2. Abundance of heterogenous
data making (critical) business
decisions even more difficult

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1. Operational excellence
2. Better decision taking
3. Innovating business models

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1. Welcome to the unknown
2. Competences

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5. Q&A

65. info@bicos.be
+32 475 38 37 90