This document discusses the rise of social technologies and their value and impact. It notes that social technologies have become ubiquitous, changing how billions of people live and work. Companies are increasingly using social technologies to engage customers, improve performance and advance their missions. The document outlines 10 ways that social technologies are creating value for businesses, including through co-creating products, demand forecasting, distributing business processes, and improving communication and collaboration. Fully embracing social technologies may require transformational organizational changes to develop knowledge-sharing cultures that can best capture potential value.

1. Introduction to
Value and productivity
through Social Technologies

2. In just a few years, the use of
SOCIAL TECHNOLOGIES has become a sweeping
cultural, social, and economic phenomenon.

3. SOCIAL TECHNOLOGIES literally changed how
millions of people live.

4. Social technologies have captured the imagination of
consumers, business leaders, and politicians.
Governments have fallen because citizens organized
themselves using social technologies.
Social technologies have become a fixture of modern
life – in private, public, and commercial spheres.

5. Companies of all kinds have started to
use social technologies as a way to win
customers, improve performance, and
advance their mission.
People have adopted new behaviours:
transferring social interactions online,
forming connection, and creating and
sharing content.

6. If you still have a question
Why should I care?

8. “Social Technologies”
is the products and services that enable social
interactions in the digital realm , and thus allow
people to connect and interact virtually.
These are information
technologies that provide
distributed rights to
communicate, and add,
modify, or consume
content.

9. “Social Technologies”
include technologies that also have been
described as “social media”, “Web 2.0”, and
“collaboration tools”.
“Social” is a feature, not
a product! Social feature
can be applied to almost
any technology that
could involved
interactions among
people.

10. Social technologies include a broad range
of applications that can be used both by
consumers and enterprises

11. Social technologies today ...
> 1.5 billion
Number of social networking users globally
Proportion of total online users who
80% interact with social networks regularly
Proportion of companies
70% using social technologies
Proportion of companies using social technologies
90% that report some business benefit from them
28 Hours
Time each week spent by knowledge
workers writing e-mails, searching for
information, and collaborating internally

12. ...and their untapped potential
$900 billion – 1.3 trillion
Annual value that could be unlocked
by social technologies in four sectors
Share of consumer spending that
1/3 could be influenced by social shopping
Potential value from better enterprise communication and
2x collaboration compared with other social technology benefits
Share of companies that derive substantial
benefit from social technologies across all
3% stakeholders: customers, employees, and
business partners

13. Business are changing their
behaviours as well.
While social technologies have swept through
popular culture and are being adopted across
industries, business have only just begun to
understand how to create value with this new
tools

14. Adoption of social technologies
across industries

15. Despite this rapid adoption of social
technologies, far more growth lies ahead.
In enterprise, there is still
plenty of growth potential.
Fortune 500:
62% use microblogging;
58% have presence on
social networks;
only 23% have public blogs.
Furthermore,
31% of Fortune500
companies had no social
media presence at all in
2011.

16. Web 2.0 tools are used across
functions and employee types

17. Marketing remains the most common business application of
social technologies, used by 79% of companies in 2011.
More than half of companies
use social technologies in
sales, and nearly half use
social technology in IT
operations.
Within marketing, the leading
use is generating consumer
insights, for use in
advertising and promotion as
well as in product
development.
In sales, companies are using
data from social platforms to
fine-tune demand
forecasting.

18. Value
Early use of social technologies, when these ways
of interacting are applied to commercial and
professional activities (e.g. Developing and
selling products, working together to solve a
business problem), the resulting value creation
is impressive.

19. Potential value and ease of capture
vary across industries

20. 10 ways social technologies are
adding Value

21. 10 ways social technologies are
adding Value
1. Co-Create Products: Companies using social
platforms can crowd source ideas from their
consumer community (product ideas, evaluation
of the ideas by the crowd, consumers submitting
designs).
2. Demand Forecasting: Through multiplying the
potential sources of information about
demand, companies can obtain more accurate
and granular data.
3. Distributing Business Processes: Companies
such as TomTom and Google Maps are using
inout from users to locate and qualify mapping
errors and the latest updates to road networks.

22. 10 ways social technologies are adding
Value
4. Market Research:
There are now tools that can measure sentiment as
it happens that allows companies to see if the latest
feedback about a product is positive or negative.
Brand health can be now checked by the “Chatter”
tone online.
5. Marketing Communications: communication that
is effectively close to zero cost and provides
feedback in minutes. You can see what types of
marketing communications are engaging and what
aren’t.

23. 10 ways social technologies are
adding Value
6. Lead Generation: the power of social networks to attract
customers and drive inbound inquiries. Displaying a
companies expertise via blogs and online whitepapers and
ebooks are transforming how professional services
companies market their business.
7. Social Commerce: All of us listen to the recommendations
of friends and family and social commerce allows companies
to make it easy for their consumers to share what they have
bought or “like”.
8. Customer Care: Agencies and larger brands are monitoring
social media channels with community managers who
monitor social networks such as Facebook to turn customer
care problems into opportunities to impress customers with
the speed of the response.

24. 10 ways social technologies are
adding Value
9. Collaboration: Social technologies are improving
organizational performance by making
collaboration and co-creation efficient both
internally and with external suppliers and partners.
10. Matching Talents to Roles: Social platforms
such as LinkedIn (Facebook is also coming soon,
but there is a popular APP “Branch out” & “Class
door”) provide insights into people’s skills,
passions and interests that provide a more
complete picture of a candidate than a one
dimensional resume will ever achieve.

25. Communication & Collaboration
2/3 of the value creation opportunity afforded by social
technologies lies in improving communication and
collaboration within and across enterprise.
It can raise the productivity of knowledge workers by
20-25% if they become fully networked enterprise.
Social technologies are used by all interaction workers
for all relevant activities and that the time that they
save in communicating, finding information, and
collaborating is then applied to highly productive use.
(For more information – Appendix 1 «Ways of social collaboration”)

26. Value
As a niche company we can capture additional
consumer surplus (in the form of better product
and lower prices) through the deeper customer
insights generated by social technologies and the
greater transparency that online communities
provide.
Finally, social technologies can empower our
company to form communities of interest around
specific issues or causes, providing societal
benefits. (e.g online quize, trainings, tests).

27. Company’s characteristics:
Social networks can add value to almost any
business but companies that will benefit most
from social technologies will have these
characteristics:
• High percentage of knowledge workers
• Business success is dependent on brand
recognition and consumer perception
• Need to build credibility and trust to sell their
products and services
• Digital distribution of products and services
• Experiential or inspirational products and services

28. Supporting a variety of processes

29. Supporting a variety of processes
Companies use these tools to scan the external
environment for new ideas.
Also different technologies are better suited to
specific types of business processes, as the
accompanying heat map shows.
Social networking and blogs, in particular, are used
most heavily in externally focused processes
that gather competitive intelligence and support
marketing efforts.

30. Peering ahead three to five years

31. Capturing the full potential value from the use of
social technologies will require
transformational changes in organizational
structures, processes, and practices, as well as
a culture compatible with sharing and openness.
The greatest benefit will
be realized by
organizations that have
or can develop
open,
non-hierarchical,
knowledge-sharing
CULTURES.

32. Actions to get the process underway:
• Identify critical business gaps that requires
social interactions and timeline.
• Evaluate current web presence services that
can be leveraged to support social media
integrations and automate the publishing
contents.
• Consider budget needs versus budget
capabilities for social media branding,
subscription, & advertisement within social
media platforms.

33. Social Technologies
- is not just another IT implementation. It is a tool
to improve communication and collaboration.
- is not a panacea for all business challenges, and
in themselves cannot transform business
performance.
BUT
BUT
BUT
BUT

34. Nearly a half of professionals surveyed
across world said that business that do not
use embrace social media will not survive.

35. Social Strategy
Integrate social technologies into the daily
workflow and become more networked.
What is your role? Participate!

37. For me.
• In many instances, this is just another cost versus benefit exercise. Most of
the Small/Medium business IT are internal resource limited and it is
prudent to outsource certain support services, such as developing a web
strategy for website development [design/hosting, Search engine
optimization (SEO), Information architecture (IA), User experience
engineering(UXE), content development]. On the other hand, those
Business/IT/marketing teams with established network support groups
and comprehensive management capabilities may elect to do the job
themselves in Enterprise business environment. There is no one right or
wrong answer, it depends on specific environments.
• Conversely, if outsourcing is a viable option, there are scores of vendors
interested in obtaining small, medium and enterprise business. Social
media integration services is a growing market within website
development industry and the list of vendors includes
small companies in just matter of click in Google search providing service
offerings such as Website hosting, development, content management,
outsourced marketing, help-desk, technical support, etc.

38. • To get the social media technologies integration process
started business/IT leaders should take the following
actions (Refer to the below social media landscape to select
the required platform for your business):
• Identify Social media Integration support goals and
objectives
• Determine social media presence and targeted audience,
market, locations, age group for the next twelve months.
• Decide if outsourcing the website re-design, SEO, social
branding, content publishing is a better solution than
internal support services (For small and medium business
its better to outsource as cost factor).
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