Joining the dots from Social Strategy to Social Analytics: And Why you Should Care

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29th & 30th March, Melbourne, Victoria, Australia
Walter Adamson| Principal | KINSHIP digital
www.kinshipdigital.com | @adamson
Joining the dots from Social
Strategy to Social Analytics:
And Why you Should Care.
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The Promise
1. The state of the social landscape;
2. Joining the dots between social strategy,
governance, architecture, communities and social
analytics.
– For enterprises, this will help IT position cross-
organisational social business initiatives, including for
marketing, sales, support, innovation and HR;
– For Partners, it will aid them in understanding
customer priorities in social, and in developing and
positioning social business proposals.
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Who are you?
Expert?
Enterprise?
Partner?
Social?
If you’re not social
then you don’t exist!
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This is not going to help you use:
× Facebook
× Twitter
× Linkedin
× Youtube
× Flickr or Instagram
× Wordpress, Tumblr or
Posterous
× Google Plus
× Delicious or StumbleUpon
× Pinterest
× Eventbrite, Meetup or Storify
× Mailchimp
× Mobile apps
× etc.
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Contents – state of play
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Why enterprises care
What is social business?
State of the social landscape

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Why enterprises care - business
By unleashing itself into the social realm, IBM
gained a face, a personality and was ranked
second best brand globally, according to Sandy Carter,
the company's vice president of social business sales and
evangelism (2011).
Social enterprise tools optimize revenue, efficiency and cost
reduction, social business -- and its success -- is ultimately
about people and culture, not technology.
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Why enterprises care - IT
Social initiatives impact a cross-section of IT from
collaboration to structured and unstructured data
management, analytics, application and process
management.
Michael Barnes, vice president and research director at
Forrester Research.
This is an opportunity!
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What is social business
A company that uses social media and
social technology to improve its interactions
with and service to its customers.
A social business is taking social media to
the next step. Social media is about
marketing, communications and PR (public
relations). Social business is about doing
that beyond just marketing and applying
social tools to sales, customer service and
supply chain.
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What is social business - 2
Social businesses are also able to leverage the real-time insights they gain
about people, their product, and their brand through social channels to
improve their business and drive value for their customers.
• 71% C-level and VP Marketing – competitive advantage
• 70% not yet integrated it into their business strategy
Forrester concluded] that, while most marketing leaders recognize that
social can enhance the customer experience, many organizations are not
set up to capitalize on this opportunity.
Organize For Success In The Connected World A Social Business Blueprint by Facebook, based on a
commissioned study by Forrester Consulting February 2012
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What is social business - 3
• Deepen client relationships and truly engage clients;
• Innovation - with crowdsourcing and collective intelligence;
• Talent Management - With the entire Generation Y doing everything this
way such that if you don't capitalize on that, the war for talent will be lost,
Sandy Carter;
• Operational efficiency - cost savings to be had by leveraging social.
So not only does social business drive deeper relationships and increase
revenue, it also reduces cost.
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State of social landscape
In the last 60 seconds
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Australia 2011
Facebook 11,200,000
YouTube 11,000,000
Twitter 1,800,000
LinkedIn 2,200,000*
*3m at 19 March 2012
5m Professionals in AU
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Contents – joining the dots
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It’s complicated
Methodology
Illustrations
• Social strategy & governance
• Social architecture
• Social analytics & social business intelligence
• Communities

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It’s complicated – but not all new
But for IT, there are elements we have seen before:
• (Enterprise) strategy
• Architecture
• Governance
• Platforms (Communities; UC)
• Change management
• People management
• Cultural adaption & transformation
• User adoption & training
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It’s complicated - challenges
What's new, includes:
• Driven by users esp. PR or Marketing or Communications
• Built on expectations of mobility and cloud and Facebook
• Consumerization of IT
• Widely different C-level views, fears and expectations
• Confused with social media marketing
• Lack of C-level personal exposure
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It’s complicated – but this is the deal
You can't opt out of social;
you can manage the risk.
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auslug OR lotus OR (IBM AND collaboration) OR domino OR "Social Enterprise" OR "Enterprise social Network" OR Yammer OR newsgator OR sharepoint

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Methodology
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Strategy formulating policy and strategy through
researching your brand, customers, partners
and competitors
Intelligence monitoring, collecting and analyzing social
data to make informed, agile business and
policy decisions
Communities building ‘owned’ social platforms for listening,
support, building, collaboration and content
Governance social business metrics, ROI, policy and
guidelines, processes, social architecture

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Strategy
Architecture
Governance
Monitoring
• Business Priorities
• Capabilities
• Design
• Social Presence
• Risks
• Process
• Defensive
• Offensive
Communities and networks
Participating
Managed
Owned

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Social Strategy
Social Governance
Not just marketing.
• What does this mean for the next rev?
• What issues remain in the product?
• What’s not clear in support or FAQs?
• Who are some great people to hire?
• Why are people buying competitors
products?
• Who are our advocates?
Issue: corporate coordination and
communication.
Point: social strategy, social governance
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Social Architecture • 65% of Global 100 companies have
active Twitter accounts
• 54% have Facebook fan pages;
• 50% have YouTube video channels;
• 33% have corporate blogs;
• but just 20% utilize all four channels.
Issue: fragmentation and inefficient
coordination
Point: social architecture
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Social Business Intelligence
(Social Analytics)
Where are your customers?
• What are they discussing?
• With whom?
• Where are they in buying cycle?
• Who do they trust?
• Are competitors engaging – how?
• Who are our advocates?
Issue: where, how often, what issues?
Point: social business intelligence –
social analytics
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Communities
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Participating
Listening, establishing reputation
(I’m one of you)
Managed
Listening, supporting, building
reputation, marketing
Owned
Listening, supporting,
building relationships,
collaborating
External
Communities
Closed Network
Internal
Communities
Example: customer communities
Example: channels, members
Example: Intranets, communities of practice
Wikis

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Participating
Managed
Owned
Participating
Managed
Owned
Participating
Managed
Owned
Communities
Federated Social Networks

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1.Assess
2.Strategise
3.Create
4.Protect
5.Participate
6.Share
7.Engage
8.Monitor
Social
Business
Framework
Methodology
Phased
Plan Do Check Act
Can apply to one function
Brand and crisis management

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Contents – Tips
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Tips for enterprise IT
Tips for Partners
Conclusion
Contact

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You’ve done this before
Strategy
Governance
Monitoring
Architecture
Something like it anyway!
Does this ring any bells?
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Federated IT
Strategy
Governance
Monitoring
Architecture
Five Key Roles to retain in IS
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# The New CIO Leader: Setting the Agenda and Delivering Results, Marianne Broadbent, Ellen Kitzis
(IT governance: how top performers manage IT decision rights for superior results Peter Weill, Jeanne W. Ross)

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Digital Council
“IT Steering Committee” for
social
Make sure that you are
represented
Make sure that you are
informed
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SM Centre of Excellence
Cisco, late 2011
Frost & Sullivan
Evaluate
Establish Central Team
Operationalise in CoE
Not unlike corporate IT
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Don’t invest at periphery
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Tips for Partners
Are you social?
You cannot sell social
IF YOU are not social
Plan to get with the program
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Tips for Partners
Use IBM’s social resources
IBM has huge social
investments and resources
Learn how to integration
these into your social
engagement program
• Re-purpose
• Refer
• Contribute
• Participate
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Tips for Partners
Understand client lifecycle
Maturity model
• Assess the client
• Consider the total scope
of the engagement
• Skills you need
• Change management
• Who is the right sponsor?
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Tips for Partners
Understand social intelligence
All social data streams:
• Drilldown analysis
• Sentiment analysis
• Comparative analysis
• Drilldown to influencers
• Drilldown to sources
• Slice and dice
• Periodic reporting:
• weekly
• bi-weekly
• monthly
• real-time
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Tips for Partners
Apply social intelligence
Who is talking about social?
Where?
How often?
Why?
Are they for you?
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Conclusion
So it's really about understanding that this is not just a
technology play; this is a people play where you need
to pull in communities. It's not about how to deploy the
technology. Sandy Carter.
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Contact
Walter Adamson
walter@kinshipdigital.com
m: +61 403 345 632 | @adamson | My social web: http://xeeme.com/walter
Good Reading – blog posts:
Why social is not just another channel, nor a destination
Enterprise Social Networks – 5 Roads to Failure
Social Media Monitoring Tools – 5 Key Features
Brand Resilience 2 – social strategy and brand breadth
Social Media – 5 Tips on How to Gain Insight from Monitoring
5 MORE Signs You Are NOT a Social Business
360 Social Business Engagement – consumer *and* employee
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If you are not social then you do not exist
If you are not social then you do not exist!
Or, as Arianna Huffington says “you’re not in Kansas now Tonto!”.
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Joining the dots from Social Strategy to Social Analytics: And Why you Should Care

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Joining the dots from Social Strategy to Social Analytics: And Why you Should Care