The document discusses the evolution of how businesses adopt and utilize social media over time. It describes the typical stages businesses go through, from being hesitant about social media at first, to gradually recognizing its benefits, to fully embedding social engagement into their operations. It also outlines how measuring social impact has developed from simple metrics to more sophisticated indexes that can aggregate data, provide drill-downs, and connect social interactions to real business outcomes. Finally, it explores emerging technologies that will further shape the future of social business.

1. people
The Future of Social Business
Richard Margetic
@ByJove

2. Intuit Proprietary & Confidential
New Technology Introduced
Business response: Do we?
2
There are no
business
proof pointsWe don’t
have time
for it
Traditional
methods still
work

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Time Passes
Business response: How do we?
3
Other
companies
are using itThey must
be finding
some value
We have to
do it to stay
competitive
Business response: Do we?

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More Time Passes…
Business response: How do we optimize?
4
I’m convinced
it’s worth the
timeIt’s
definitely
paying off
Let’s invest
more and do
it right
Business response: How do we?

5. Supporting technologies proliferate
5

6. Sound familiar?

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Digital Social
is Not New
7
Usenet, ARPANET, LISTSERV,
BBS’s morphed into
AOL, Compuserve, The
WELL
With the rise of the Web we
got Theglobe.com,
Geocities, Tripod

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MySpace dominated in 2006
8

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Inflection point
9
www.dstevenwhite.com

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People Spent 6.7 Billion Hours
on Social Networks in October
2011
Minutes per day Spend Socializing Offline

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2011 to today
11
0
100
200
300
400
500
600
700
800
900
2011 2014
Twi er User Accounts
835MM
75MM
0
100
200
300
400
500
600
2011 2014
Tweets
500MM
27MM
0
200
400
600
800
1000
1200
1400
2011 2014
Facebook Users
1.19B
350MM
0
5
10
15
20
25
30
35
2011 2014
Facebook Content/Week
33.25B
3.5B

12. 12

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Social Matures as Business Tool
• Social is no longer seen as having to be mollycoddled to
survive. All elements of business are now inclusive of social
– From unsure insights to actionable, real time analytics
– Real time social data is predictive of NPS
– Social activity as predictive of buying behavior (predictive
modeling)
– From broad training to targeted training

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Steps
Companies move from…
trepid endeavors,
to tentative investment,
to acknowledged benefits,
to embedded activity

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Social Stages
Stage 1: Traditional
Marketing, customer support are delivered via traditional
platforms. Social engagement and online conversations are
not on the radar.
Stage 2: Dabbling in silos
Maverick employees break through and begin building
and testing programs, but without formal structure.
Stage 3: Operationalizing
Empowered, centralized team begins to formalize and
spread social engagement processes and principles
across all brands.
Stage 5: Fully engaged
Full engagement brings breakthrough business results, increased
loyalty, and decreases in marketing fluctuations. All BU’s have 360-
degree view of the customer and can readily anticipate their needs.
Customer engagement is in the brand DNA.
Stage 4: Real results
A centralized team exists, but more and more social engagement is
being pushed to brands. Team base is engaged and
competent, metrics are robust, and executive support is significant.

16. Social Commerce

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Relationships
are the
building
blocks of
both social
networks
and business Transparency
Trust
Credibility
Openness
Care
Sincerity

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Listen. Hear.

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Listening: Who, What, Where
Who Listening to who’s talking tells you who your advocates are,
your influencers, your ranters and your ravers. This forms
the basis of all relationship marketing
What What users are talking about gives you your marketing
keywords, conversations, messaging points, identifies
customer pain points, impacts search results. This is the
basis of content marketing.
Where Where customers are talking tells you which platforms you
need to create a presence in, market to, amplify messages
in and where to put your ad dollars
20
Relationship Marketing
Paid Marketing
Content Marketing

21. Global Marketing
Social Drivers
1. Make meaningful connections based on
shared interests
2. Express themselves
3. Recognition / rewards valued by the
community
4. Get advice, validation, and assurance
about decisions
5. Solve a specific problem (their own or
someone else’s)

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Four Engagement Types
Influencers
Ravers
Experts
Ranters
Highest Priority

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Influencers
Ravers
Experts
Ranters
Highest Priority
Four Engagement Types

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Future of social engagement
Weighted
Engage
ment
Community
Scoring
Brand Site
Ratings
Data
Warehouse
Site
Analytics
Suggestion
Box
Content
Marketing
Social
360
CRM Contact
Center

25. Effective Social Commerce
…than
commercialize
social
It’s better to
socialize
commerce…

26. Measuring Social Impact

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Aggregate Enrich Collate Deliver
Dell’s Social Net Advocacy

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• Provides a single aggregated metric
(SNA) - net advocacy of social
conversations for easy monitoring and
tracking
Aggregated
Metric
• Gives the ability to drill-down for
various aspect of the business in order
to uncover positive and problem areas
Drill-down
and Uncover
insights
• Enables conversations of interest to be
sliced/diced by categories and
delivered to different business
managers
Targeted
Listening
SNAP
2
8

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Social Business Index: Overview of Structure
29
Social Business
Index
Mass –
Sub Index
Velocity –
Sub Index
Quantity
Quality
Speed
Direction
Social Web Visits
FMS Web Visits
NPS
Research Metrics MMM
Now Next
Business Metrics
SocialNetworks
Sentiment

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Social Health Index: Current Look
30
1.42 1.42 1.42
1.44
1.48
1.41
1.25
1.15
1.04
0.98
0.93 0.93
0.99 0.99
0.92
0.89
0.85 0.87
0.89 0.88 0.87
0.82
0.77
0.72
0.65 0.66
0.71
0.73
0.78
0.85
0.90
0.98
0.95
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
Strong metrics from
initial campaign
Some decline as engagement relative to
reach isn’t sustained; Reach is paid, not
getting engagement
Measures taken to address score
reduction

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Future of measuring
social business impact
• Social Business Index V2
• Connecting the customer offline to online
• Connecting cross device
• Actual influence models rather than algorithmic ones
• Fractional Attribution Models
• Integration of social and enterprise data
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Source: Altimeter Social Data Intelligence

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Next Gen Tech
33
Sensors
Wearables
iBeacon
Internet-of-Things
Third Screen
Social Capital
Vanishing footprints
Social Network Analysis
360 Customer View
Quantified Self
Digital Convergence
Digital/Physical Blur
Online Fractional Attribution
Contextual Marketing
3d Printing
Distributed Problem Solving
Business Drones
Personal Robotics

35. Thank You
Questions?