Henry Stiller Implementing New Roles For Information Professionals
Social Business - Alpesh Doshi
1. Social Business
Let’s transform how business is done
Alpesh Doshi
Fintricity
presented at:
E: alpesh.doshi@fintricity.com
Online Information 2012 M: +44 7973 822820
W: www.fintricity.com
2. A world of Social Business
The integration of Social Business into Enterprise Design is causing a shift in
the way businesses work
3. Social Affects the whole Enterprise
Social will impact every business unit
Social business is actually about Business Transformation
Operational Transformation
Marketing Transformation
Sales Transformation
Customer Service Transformation
Human Resources Transformation
Digital Transformation
4. Social Enterprise Characteristics
We can see the sources of data below and their weighting and quantity of information
for those sources
Engaged. Social Business connects Deepen Customer Relationships
people internally and externally to engage 88% of IBM CEOs in a recent survey cited
with each other in the ecosystem ‘getting closer to the customer as the most
`````` important dimension to their strategy
Transparent. A social business removes Drive Operational Effectiveness
boundaries between people within the Drive innovation and change faster to
enterprise and people outside build new products and services. Gather
requirements straight from the customer
Agile. A social business is nimble reacting
in real time and making better and quicker Optimise the Workforce
decisions Use Social technologies to connect, build
` relationships and collaborate effectively
to discover skills and expertise in
delivering value to the enterprise.
Capturing all activities along the way
5. Customer Lifecycle – bring the customer in
Transform the way we deal with customers, and work with them
Listening
Customer and Market Insight. Using modern technologies and digital web, together with
3rd party sources, detailed market and customer information can be collected on activities, trends,
sentiment, customer networks, m&a etc.
Engage and Optimize
Customer Acquisition Customer Experience Customer Innovation
• Customer information and • Integrated across BU • Customer collaboration to
Data Discovery • Customer Collaboration solicit ideas product/
• Customer Collaboration environments service
• Customer and Intelligence • Operational integration • Use for market research
• Marketing through • Sell data and content • Crowdsourcing
collaboration • Provide thought leadership
• Connected company
6. Social Requires a Strategic Approach
Social’ becomes embedded in the fabric of the organization because it impacts many
areas. It requires comprehensive business strategy and approach to ensure consistent
experiences, reliable content creation, data governance, scale, analytics.
Context
Regulations
Internal business objectives
Policies Culture
Define acceptable, unacceptable, desired and Ways of working
undesired behaviors among internal and Company and employee behaviors
external audiences
People Process
Clarity of roles and responsibly Alignment for resources and funding
Accessibility of training Decision making formalized and
accountability clear
Metrics
Measurement established for:
financial; performance; resources
Centralize analytics functions
7. Applications of Social Business
Some real examples of where Social Business is already being effective
Customer Collect data from the outside
Brand B2B Market Now: Tap into rich info from sites to
Relationship customize offer and message (age,
Ambassadors Engagement profession, interests) reach into his network
Management and make inferences to gain additional
information
? Before: off-/online insight
? Provide value to customers in
conducting business
Better tailored information and services to
customers
Before: Shares brochures with customers
Allow employees to Build better Integrate collaboration
talk externally and relationships with and Listening into Personal Influence Tracking
represent the bank, Customers and CRM systems for Now: Know how more about customers and
building trust and provide value beyond better customer their individual preferences in business and
awareness in the transactional banking insight and personally
relevant areas relationships through relationship Before: very little information
your own or third management across
party communities the bank Personal Experience Creation
Now: Put customers at the centre of your
Increased level of insight, engagement & true two-way conversations and business business and refocus all services that way.
Digitally.
Extends across: Sales, Marketing, Customer Service, Operations, Risk, Finance, IT
Before: Products first, customers second
8. How is this delivered? A Unified Digital Workspace!
The new social business environment will be delivered through a browser based, unified
digital workspace.
The browser becomes the tool of choice (and its mobile variant)
All work will be done in the browser (or mobile app). No more moving to separate applications
to find data, find people, take action
Line of Business (LOB) systems will have data pulled into the UDW
All data and information will be pulled from sources systems, in real time and connected (using
semantics and other ‘data connection’ technology)
The network centric enterprise will be represented by Social Objects
As the enterprise transitions into being network centric, the social graph containing social
objects will appear in the UDW to put Social Objects (people, data, apps) into this environment
Significant Business Transformation will be required to make it real!
Do not underestimate the business and technology transformation that is required. It’s a new
Way of Work internally and externally
