1.
The Socially Enabled Enterprise:
A 2013 Research study
#ssuenterprise
Presented at
The Social Shakeup Conference
#socialshakeup
September 17, 2013

2.
Agenda:
Study highlights – 20 minutes
Speaker roundtable – 20 minutes
Q&A session – 20 minutes
Panel:
Erika Brookes, VP, Product Strategy, Oracle Social, @ebrookes
Don Bulmer, VP Communications Strategy, Shell, @dbulmer
Chris Boudreaux, Global Lead for Social Media Offerings,
Accenture, @cboudreaux
Moderator: Vanessa DiMauro, CEO, Leader Networks, @vdimauro
Preregister for the findings report
http://socialmediatoday.com/socially-enabled-enterprise-whitepaper
2

3.
Focus of the study:
The purpose of the Socially Enabled Enterprise Study is to
explore the changing role of the IT and Marketing due to the
impact of social business and to explore the impact social
platform adoption is having on enterprise’s operations and
customer-facing initiatives now and in the future. Oracle
partnered with Social Media Today and Leader Networks to
survey more than 900 marketing and technology executives
from organizations around the world.
Sample composition:
This survey, which was conducted in the spring of 2013,gathered
insights from 20+ industries and 52 countries. Respondents were
screened to ensure that they held a role in either Marketing or
IT, were engaged by an organization employing 100 employees
or more, and worked for an organization which currently uses
social platforms. 925 respondents met these criteria and were
thus retained for analysis: 662 of those reported holding a
Marketing position, while 263 were in IT/Technology.
3

4.
“A set of collaborative processes that have the potential to
yield improved business processes that are customer-driven
such as faster time to market with new products and
services, more successful research and development
outcomes and refined market messages that are explicitly
influenced by customer needs.”
Our Definition Of A Socially Enabled Enterprise
4

5.
• There is a widespread adoption of social platforms in organizations
• Larger organizations (those with 50,000+ employees) are much further along the
path to becoming socially enabled enterprises.
• Becoming a socially enabled organization is considered part of the strategic agenda
• The transition towards a socially enabled enterprise is not expected to be easy
• Social business performance measurement is expected to be more
operational/process focused in the future
Key Findings
5
A profile of a socially enabled enterprise (SEE) is emerging:
• Strong and collaborative leadership
• A strategy to leverage socially-derived customer or partners insights to improve business
functions
• A compendium of business-focused measures
• The ability to link the strategy for becoming a socially enabled enterprise with operational
plans

6.
RESEARCH FINDINGS
Preregister for the findings report
http://socialmediatoday.com/socially-enabled-enterprise-
whitepaper
6

7.
12%
45%
27%
9%
3% 6%
1 to 2 3 to 5 6 to 8 9 to 11 12 to 20 More than
20
The Majority Of Organizations Surveyed
Use At Least 3 Social Platforms
7
n=909
How many social platforms (e.g. Twitter, social CRM, blog, online community, YouTube)
does your company currently use?

8.
32%
2%
2%
2%
2%
2%
2%
2%
48%
17%
17%
19%
14%
17%
12%
7%
16%
63%
62%
58%
63%
57%
60%
59%
4%
18%
19%
21%
21%
24%
26%
32%
No change
Increased customer loyalty
Heightened thought leadership position among
customers
Stronger connection between customer
requirements & the products /services we deliver
Increased customer advocacy
Greater awareness of the customer needs
Closer relationships with existing customers
Increased visibility with prospective customers
Strongly Disagree Disagree Agree Strongly Agree
Social Business Increases Company Visibility,
Enables Closer Relationships And Offers Greater
Awareness Of Customer Needs
8
n=varies
There is generally consistency among respondents who selected “strongly agree” across responses
Please indicate the degree to which you believe each of these elements
has changed due to your organization's social business initiatives?

9.
2%
1%
2%
2%
3%
4%
8%
9%
8%
16%
33%
0%
1%
3%
3%
7%
7%
8%
13%
13%
6%
17%
1%
3%
3%
4%
8%
9%
11%
10%
12%
11%
15%
None
Time to Market
Call Center Deflection
Cost Reduction
Better Adoption of Existing Products / Services
New Ideas for Products / Services
Sales
Lead Generation
Share of Voice
Cust. Satisfaction
Awareness
First Second Third
* For the top three metrics, customer satisfaction
was the only response where there were
significant differences by company size.
*
Awareness, Customer Satisfaction And Share Of Voice
Are The Top Social Business Performance Metrics
9
n=925
What are the top 3 performance metrics currently associated
with social business initiatives in your organization?

10.
Companies with over 10,000 employees are more
likely to consider customer satisfaction the number
one metric for their social business initiative
10
30.10% 29.30%
48.80%
42.90%
39.40%
30.00%
27.10%
31.30%
21.30%
less than 1,000 1,000 to 9,999 10,000 or more
Rank #1 Rank #2 Rank #3
What are the top 3 performance metrics currently associated
with social business initiatives in your...-Customer satisfaction

11.
Question: What does your organization typically do with the insights gathered from its social platform(s)? Select all that apply
Question: How do you anticipate these insights will be used in the near future (within the next 12 months)? Select all that apply
Respondents Anticipate Significant Growth
In The Use Of Insights Gained From Social Platforms
11
n=829
3%
9%
32%
46%
47%
48%
52%
2%
5%
45%
60%
62%
56%
53%
Other
Do nothing with them
Use them in product development and R&D
efforts
Integrate into customer care initiatives
Use them departmentally to impact our goals
Share across departments in hopes they are used
Use them within my department to learn
informally
Future Now
US respondents were more likely to use
insights within their department informally
(today and in 12 months) and LESS likely to
use them in product development and R&D
(now)
What does your organization typically do with the insights gathered from its social platform(s)?

12.
1% 4%
32%
63%
Very Important
Important
Neither
Unimportant
Very Unimportant
Question: How important do you think social enablement will be to successful companies in the future?
Question: How important is it to you that your company be a socially enabled enterprise?
The Majority Of Organizations Strive
To Be A Socially Enabled Enterprise
12
n=839
Importance of Social Enablement Importance For My Company
n=838
Very Important
Important
Neither
Unimportant
Very Unimportant

13.
More Than 50% Of Organizations Report That
They Currently Are Or Will Be A Socially Enabled
Enterprise Within The Next Year
13
n=835
34%
24%
31%
9% 2% 1%
Already Are < 12 months 1 to 2 years 3 to 5 years > 5 years Never
Common characteristics
• Top industries include Education,
Retail (wholesale distribution –
not computer) and Financial
Services
• Primarily large organizations
(50,000 employees or more)
If your company wanted to be a socially enabled enterprise,
how long would it take to achieve that goal?

14.
46%
28%
32% 31%
39%
33%
19%
23%
15%
19%
27%
31%
26%
35%
38% 38%
25%
26%
8%
10% 10%
12%
7% 8%
1% 3% 3%
1% 1% 1%1% 1% 1% 0% 1% 0%
50,000 or more 10,000-49,999 5,000-9,999 1,000-4,999 500-999 100-499
We already are Less than 12 months 1 to 2 years 3 to 5 years More than 5 years Never
Organization size
Nearly Half Of The Organizations With 50,000
Employees Or More Report That They Already Are
A Social Business
14
n=835
If your company wanted to be a socially enabled enterprise,
How long would it take to achieve that goal?

15.
The Growth In Social Platform Utilization Has Had
A Significant Or Transformational Impact On The
Way 1/3 of Respondents Interact With Customers
15
4%
23%
43%
26%
5%
No Impact Little Impact Moderate Impact Significant Impact Transformational
Impact
n=821
Characteristics of
organizations experiencing
transformational impact
• Smaller sized company from
business services and not for
profit
• Larger sized companies from
Computer products, telecom
• All sized Manufacturing
How much has the growth of externally facing social platform usage ( e.g Twitter, online
community, Youtube) changed the way your organization interacts with customers?

16.
Agenda:
Study highlights – 20 minutes
Speaker roundtable – 20 minutes
Q&A session – 20 minutes
Panel:
Erika Brookes, VP, Product Strategy, Oracle Social, @ebrookes
Don Bulmer, VP Communications Strategy, Shell, @dbulmer
Chris Boudreaux, Global Lead for Social Media Offerings,
Accenture, @cboudreaux
Moderator: Vanessa DiMauro, CEO, Leader Networks, @vdimauro
16

17.
Pre-register for the research paper & full study report:
http://socialmediatoday.com/socially-enabled-enterprise-
whitepaper
Contact Info
• Vanessa DiMauro
CEO, Leader Networks
+1.617.417.3893
vdimauro@leadernetworks.com
• Susie Penner
Oracle
+1.650.506.1973
susanne.penner@oracle.com
17