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are you ready to be social?
estebankolskyindependent analyst2 years independent8 years with gartner4 years doing 8 years consulting @ekolskyhttp://www.thinkjar.netesteban@thinkjar.net#unrsocial is today’s hashtag
what is social media?new communication channelsnew way for business to interact with customersfacebook,  twitter, social networks, communities and forumsparadigm shift that has revolutionized the worldsnake oilthe 21st century equivalent of a “vast wasteland” so cool!
why social media?consider this…more people using social channels than emailresults from social media are better, faster, and cheaper than similar market research1/10 to 1/5 of a similar market research initiativecustomers trust “companies like me” over “companies not like me” 3:1largest brands in the world already adopted sm (most are still learning)not too late, not too earlycritical mass (30%) adoption in 3-5 yearscompetitive advantage (yes, still)makes good business sense (later…)
5mostly, because as we evolve…
6…this does not work anymore
7social media is about conversations…
8…listening…
9…engaging…
10…and doing
paradigm or generational shiftparadigm shift – societal shift, companies must reactgenerational shift – business model shift, companies can plan1960s1970s1980s1990s2000sgenerationalgenerationalgenerationalparadigmparadigm
traditional 1:1 relationshipsocially augmented 1:m:1 relationshipssocialbizbizshifting interaction models
a social business model
so – what do you do?listenlearngrowimprove
listening organizationhas taken the first steps towards understanding what social media isbegin by listening, and trying to understand what their customers are saying about themabout their competitorsand about the market in general.  are not quite ready to fully utilize this data in a systemic mannerwill begin to implement certain steps to become more systemic about using social
learning organizationhas taken the first steps towards understanding how their customers use social mediawhat it brings to the organizationhow to grow what they are doing while providing more value to the customer and to the organization not quite 100% sold on the idea that social media can  work see the potential intrigued enough to continue to grow their investment
maturing organizationfully embraced the use of social mediarecognizes how to leverage itwhat to do with itthe value it brings to the organization and to the clientactively working on making it an integral part of their processeshas sufficient understanding of the issues surrounding the deployment and monitoring of social media moved past listening and analyzing to acting on insights
optimized organizationadopted social media same as they adopted and use telephones or email.  actively leveraging social channels, communities, and actionable insightsimproving as they gohas made a corporate commitment to become a social businessactive across channels and functions related to social mediataking final steps towards being an innovative, client-driven feedback-based organization.
five areas for readiness assessmenttoolsmonitoring tools, analytical tools, collaboration toolsprocessbusiness functions, end-to-end processespeopleculture, training, collaborationgovernanceadoption, maintenancemetricsmetrics, KPI, channel-specific
social media maturity model
resulting placement in maturity modellisteningorganizationlearningorganizationmaturingorganizationoptimizedorganization
22Meet your new customer….…and your new employeeyour next customer & employee
bottom line – feed on the success
we is done – now what?

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UNR Presentation 07-2010 - Are You Ready to be Social?

  • 1. are you ready to be social?
  • 2. estebankolskyindependent analyst2 years independent8 years with gartner4 years doing 8 years consulting @ekolskyhttp://www.thinkjar.netesteban@thinkjar.net#unrsocial is today’s hashtag
  • 3. what is social media?new communication channelsnew way for business to interact with customersfacebook, twitter, social networks, communities and forumsparadigm shift that has revolutionized the worldsnake oilthe 21st century equivalent of a “vast wasteland” so cool!
  • 4. why social media?consider this…more people using social channels than emailresults from social media are better, faster, and cheaper than similar market research1/10 to 1/5 of a similar market research initiativecustomers trust “companies like me” over “companies not like me” 3:1largest brands in the world already adopted sm (most are still learning)not too late, not too earlycritical mass (30%) adoption in 3-5 yearscompetitive advantage (yes, still)makes good business sense (later…)
  • 5. 5mostly, because as we evolve…
  • 6. 6…this does not work anymore
  • 7. 7social media is about conversations…
  • 11. paradigm or generational shiftparadigm shift – societal shift, companies must reactgenerational shift – business model shift, companies can plan1960s1970s1980s1990s2000sgenerationalgenerationalgenerationalparadigmparadigm
  • 12. traditional 1:1 relationshipsocially augmented 1:m:1 relationshipssocialbizbizshifting interaction models
  • 14. so – what do you do?listenlearngrowimprove
  • 15. listening organizationhas taken the first steps towards understanding what social media isbegin by listening, and trying to understand what their customers are saying about themabout their competitorsand about the market in general. are not quite ready to fully utilize this data in a systemic mannerwill begin to implement certain steps to become more systemic about using social
  • 16. learning organizationhas taken the first steps towards understanding how their customers use social mediawhat it brings to the organizationhow to grow what they are doing while providing more value to the customer and to the organization not quite 100% sold on the idea that social media can work see the potential intrigued enough to continue to grow their investment
  • 17. maturing organizationfully embraced the use of social mediarecognizes how to leverage itwhat to do with itthe value it brings to the organization and to the clientactively working on making it an integral part of their processeshas sufficient understanding of the issues surrounding the deployment and monitoring of social media moved past listening and analyzing to acting on insights
  • 18. optimized organizationadopted social media same as they adopted and use telephones or email. actively leveraging social channels, communities, and actionable insightsimproving as they gohas made a corporate commitment to become a social businessactive across channels and functions related to social mediataking final steps towards being an innovative, client-driven feedback-based organization.
  • 19. five areas for readiness assessmenttoolsmonitoring tools, analytical tools, collaboration toolsprocessbusiness functions, end-to-end processespeopleculture, training, collaborationgovernanceadoption, maintenancemetricsmetrics, KPI, channel-specific
  • 21. resulting placement in maturity modellisteningorganizationlearningorganizationmaturingorganizationoptimizedorganization
  • 22. 22Meet your new customer….…and your new employeeyour next customer & employee
  • 23. bottom line – feed on the success
  • 24. we is done – now what?

Editor's Notes

  1. Una de las partes mas interesantes de nuestra sociedad es que es repetitiva. Cada 10-15 años hay un cambio fundamental. Un cambio que afecta a las compañías haciendo negocios hasta el punto que deben cambiar su manera de hacer negocios, su manera de trabajar, sus procesos y sistemas entre otras cosas – incluyendo en algunos casos hasta la gente.Estos cambios se alternan en nuestra sociedad entre generacional y de paradigma. Aunque parece una discusión de definiciones, es muy importante entender la distinción entre ellas, y cual es la reacción que un negocio debería tener.En el caso de un cambio de paradigma, las compañías no suelen tener tiempo de planear excesivamente – tienen que reaccionar. Un ejemplo de ello, el ultimo por lo menos para que se puedan identificar con el, es la llegada de la WWW (no la internet, que existe hace mas de 40 años). Las compañías no pudieron planear para ella y tuvieron que reaccionar de la mejor forma posible – nunca lo vieron venir y aunque trataron de planear para ella, el cambio era muy profundo y rápido para poder reaccionar eficientemente. Como consecuencia, los sistemas y el manejo de la información que es necesaria tiende a atrasarse un poco – eventualmente poniéndose a la par de la sociedad en 3-5 años.El cambio generacional, por el otro lado, es mas lento y gradual – y las compañías ya saben que esta viniendo (como se puede ignorar una generación entera?). Como resultado se ven mas planes a largo plazo, mas implementaciones antes de la crisis, y mas manejo de los recursos necesarios. Como resultado, una adopción lenta y metódica de los sistemas y programas da mejor resultados a largo plazo. El cambio generacional previo a este fue cuando la gente de la Generación X (aquellos nacidos entre 1965 and 1990 aproximadamente) comenzaron a mediados de los 80 a entrar a lugares laborales y demandando le uso de computadoras. El próximo, por supuesto, es la misma situación pero cuando la Generación Y, los nativos digitales, comience a penetrar la organización.