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The Insidious Plot to Socialize the Enterprise

This document discusses how social media is changing business and provides strategies for companies to leverage social media. It notes that social media usage is growing rapidly globally and through mobile devices. Customers and employees now expect more social and collaborative experiences. The document outlines seven social business solutions that can drive customer and internal value across enterprises by unlocking the potential of social media. These solutions require changes to marketing, communications, and culture to fully integrate social media.

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The Insidious Plot to Socialize the Enterprise John Bell Global Managing Director Social@Ogilvy
Social Media Adoption Path Nervous Listening Experimenting Connecting Fully Ambivalence Unconnected Leadership integrated experiments applies Value 100 spring up governance and everywhere enlightened across the social brand business management to extract more value 0 Phase 0 Phase 1 Phase 2 Phase 3 Phase 4 2
The Insidious Plot? More like Inevitable Shift
Business Discipline Social Behaviors
Social Business Strategy Business Value Examples Create customer value • Deliver services and products via preferred social channels • Add content or utility to increase customer value • Increase individual and network value of customers (i.e socialCRM) Build brand reputation and value • Manage risk via ongoing dialogue with stakeholders, influencers and customers • Co-create with customers and stakeholders to deepen “investment” Expand operations and innovation • Increase efficiency of marcom programs excellence • Crowd-source solutions with customers and stakeholders • Deliver service solutions more efficiently Strengthen workforce and culture • Increase internal collaboration on business problems/systems • Feature employees in external communications and customer touchpoints 5 5
Creating Customer Value Deutsche Bahn launches a new train ticket only for young people, selling over 145,000 of them via Facebook. 6
Build brand reputation and value Time Warner Cable solves customer problems via Twitter to walk-the-walk of customers-first. 7
Expand operation and innovation excellence All Clad listens to cooks‟ reaction to products and implements changes like the new handle design. 8
Strengthen workforce and culture Ford taps into employees, retirees and more as „badge-carrying‟ brand advocates. 9
Social business behaviors Builds Integrated customer relationships Fosters horizontal collaboration Makes clear commitments to innovation Becomes adaptive and agile Masters an endless flow of data 10
How fast are social media behaviors changing?
Growth markets outpace the US in social network usage… Managed social network profile in past month 79.8% 74.9% 72.3% 70.4% 54% 49.3% Indonesia Philippines Turkey Brazil China US Global Web Index 6 – November 2011 12
These global markets will define the next phase of social media use Social network usage growth from 2009 to 2010 27% 18% 13% 5% China Mexico Russia US Global Web Index 6 – November 2011
And mobile lets us tap into the opinions of our 130 friends anywhere In the BRIC countries accessing your social networks via mobile is up 158% over the past 2 years
These opinions drive purchase For opinions on products to buy, Millennials are more than 3x as likely than Boomers to turn to social channels BazaarVoice Study 2011
Not just in B2C but B2B Senior decision makers 90% 60% Managed social 80% network profile 70% 60% Uploaded photo online 50% 40% Watched a 30% video clip 20% 10% 0% GWI.1 July 2009 GWI.2 Nov 2009 GWI.3 July 2010 GWI.4 Nov 2010 GWI.5 July 2011 GWI.6 Nov 2011 Which of the following have you done online in the past month? (% of decision makers and senior-decision makers globally, GWI.1 – GWI.6, July 2009 to Nov 2011) 16
How customers buy, vote and act is changing…globally
Each of us has our own “Personal Message Shield” 18
What employees expect is changing
Employees expect social culture Collaboration Access to Leadership Platform freedom Blended Relationships 20
How are our business leaders responding?
How have we socialized our own enterprise?
60+ years of delivering remarkable experiences
Unlockingleaders Business the Value is Hard… in the potential believe of social media And while 69% of executives report 56% Inc 500 - Social measurable business Media very important to benefits from Social business Media… Just 20% of businesses received 80% of the benefits from Social Media McKinsey Study 2009 24
It Requires Change Moving marketing and communications to an owned, earned, paid model… Increasing collaboration between marketing, communications, legal, HR and customer service… Putting a value on customer and stakeholder advocacy, not just sales… Preparing employees as ambassadors, not just, as a workforce… Integrating Social Media across the business 25
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Fully integrated A global shift calls for Social Business solutions for a new the largest network of Solutions can drive customer/stakeholder Social Media strategists customer and internal journey value across the enterprise 27
The 7 Solutions that Deliver Business Value 28
We deliver remarkable experiences and relationships that inspire advocacy, action and business results
How has social media changed leadership?
How have you socialized your own enterprise?
Connect with me John Bell Global Managing Director | Social@Ogilvy john.bell@ogilvy.com Social for Brands site: Social.ogilvy.com 32