http://university.commetrics.com ==> These slides outline some of the material presented at the Lorange.org business institute Outsourcing can work but the project has to be managed carefully to reap the rewards.

1. My.ComMetrics.com
ComMetrics
Session 23: Outsource in haste – repent at leisure
http://www.slideshare.net/ComMetricsUniversity
Latest version can be found here just before class
Presented by
http://www.YouTube/ComMetrics
ComMetrics – videos
http://info.cytrap.eu/?p=134
social media trends 2011
http://info.cytrap.eu/?p=176
ComMetrics blog checklist
Urs E. Gattiker , Ph.D.
2008_06_16

2. ComMetrics
_Example – Broadband use and
network neutrality
#1 Operators have a concern
about the potential for a
duopoly in smarphones
– Apple iPhone 2007 and Google‘s Android OS 2008
Vodafone, Telefonica, Telecom Italia, France Telecom and Deutsche
Telekom have set up a group to monitor the mobile phone system
market
2011_01_21
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips

3. ComMetrics
_Example – Broadband use and
network neutrality
Study for operators done by AT Kearney recommends:
1 operators consider charging online content providers
for high quality delivery of video to retail customers
2 operators should consider levying wholesale charges on each
other, taking account of the volume of data traffic they exchange.
Such charges could ultimately get passed back to online content
providers responsible for large amounts of traffic, such as Google
http://www.ft.com/cms/s/0/b875f4ae-2351-11e0-8389-00144feab49a.html#axzz1BVjHeexz
2011_01_21
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips

4. ComMetrics
_Example – the client
#1 How to use social media more effectively with fans
Challenge - outsource to advertising ageny/web bureau but
Strategy: How can we bundle and leverage better what
happens internally (employees on Facebook, players
tweeting)
2011_01_21
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips

5. ComMetrics
_Example – the client
#1 How to use social media more
Challenge effectively with fans - outsource
Strategy: How can we bundle and leverage better what
happens internally (employees on Facebook, players
tweeting)
Solution Strategy in-house – certain work has been outsourced
but risks remain such as:
2011_01_21
>Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions

6. ComMetrics
_Example –
the client
#1 How can we unify the message – branding the Twitter
Challenge account and website of players?
Solution Try – some will agree others will not
2011_01_21
>Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions

7. ComMetrics
_3 Why it matters – today‘s 3 nuggets
1 Coordination is key for successful outsourcing (who does what,
when, how – monitoring, costs, risk mgmt, compliance, etc.)
2 Decide and manage project and/or service (e.g., call center,
building/maintaining software application) continuously with the
outsourcing company
3 How feasible is outsourcing to outsourcer in the customer centric
organization?
2011_01_21
_Introduction >Purpose >HowTo >Tools & Tips >Decision >Conclusions

8. ComMetrics
_Purpose
What is this all about?
2011_01_21
>Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions

9. ComMetrics
_What is oursourcing, off-shoring, near-sourcing?
Definition in textbook? Not really defined
Does your textbook define some of the key terms of outsourcing
How are outsourcing and off-shoring etc.
defined in other MBA courses/modules?
How does outsourcing relate to innovation?
What is your company‘s outsourcing policy?
What is its most successful outsourcing project in your firm?
What is the biggest outsourcing failure your company had?
How does your company assure compliance with outsourcing
projects – what works --- what fails?
(please bring document to class)
:::::::::::::::::::::::::::::::::::::: 2011_01_21
>Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions

10. ComMetrics
_Example –
the client
#1 How can we unify the message – branding the Twitter
Challenge account and website of players? How to use social
Solution Try – some will agree others will not
http://www.facebook.com/photo.php?pid=16277208&l=245c61a97d&id=79298470625
2011_01_21
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips

11. ComMetrics
_Example –
the client
#1 How to use social media more effectively with fans
Challenge - outsource to advertising ageny/web bureau but
Strategy: How can we bundle and leverage better what
happens internally (employees on Facebook, players
But what if marketing agency builds web destinations that are not
focusing on target audience?
http://twitter.com/10Ronaldinho http://twitter.com/podolski10
2011_01_21
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips

12. ComMetrics
_Example – Barcelona‘s academy
Barcelona produces top players through La Masia, its in-house
training academy. Over 500 players have gone through its academy
and the boarding house in the last 3 decades
La Masia renown for instilling strong personal values
http://www.ft.com/cms/s/0/f54a6718-1e8b-11e0-87d2-00144feab49a.html#axzz1BNf49GfK (case study – 1 page)
How does this relate to outscouring : parents, in-sourcing....
Relationship to internal labor market research
2011_01_21
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips

13. ComMetrics
_From Purpose to HowTo
How do we put this into practice?
2011_01_21
>Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions

14. ComMetrics
_Is this PR or SMM (Social Media Marketing)
Does it do PR for
the club, sponsor or?
Good deeds:
http://wfp.org/kaka
fillthecup WFP Ambassador Against Hunger
http://www.youtube.com/watch?v=InAZ1DdJenY
Commercials:
Sky TV commercial – Kaka training for Germany
http://www.youtube.com/watch?v=ZpM66rQcix8
Adidas commercial
http://www.youtube.com/watch?v=Ppt0CHzfJeo&NR=1
2010_08_20
>Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions

15. ComMetrics
_assigned readings – Topic 23
- Vallebona Claudio - innovation & outsourcing
2011_01_21
>Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions

16. ComMetrics
_What is smart way to outsource
Clearly defined task like – making copies of a report, house cleaning,
Why Zappos does not outsource its call center - question of culture,
strategy and innovation for Zappos founder
http://www.youtube.com/watch?v=5rccLA5UCo4 3.2min about culture
http://www.youtube.com/watch?v=DgVCVoa1Ofo 1.5 min customer service/call center
http://www.youtube.com/watch?v=PqAXLbV9gGU&NR=1 3 min employees about Zappos exp. funny
http://www.youtube.com/watch?v=63WFjoFiXns&NR=1 7 min talk on stage by Zappo founder, VERY interesting
2011_01_21
>Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions

17. ComMetrics
_Tools & Tips
- How much information is there?
2011_01_18
>Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions

18. ComMetrics
_Tools & Tips - information
“Predicting the Present with Google Trends” by
Hyunyoung Choi and Hal Varian, Google. April 10th 2009 ==>
http://ec.europa.eu/bepa/pdf/seminars/google_predicting_the_present.pdf
Voyagers and Voyeurs: Supporting Asynchronous Collaborative Information
Visualization Jeffrey Heer, Fernanda B. Viégas, Martin Wattenberg
http://vis.berkeley.edu/papers/sense.us/
2011_01_21
>Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions

19. ComMetrics
_Tools & Tips – information - research
How Much Information? 2009 Report on American Consumers
Roger E. Bohn & James E. Short. Global Information Industry Center
University of California, San Diego Read p. 6 Executive summary
http://hmi.ucsd.edu/pdf/HMI_2009_ConsumerReport_Dec9_2009.pdf
2011_01_21
>Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions

20. ComMetrics
_Tools & Tips – podcast software
- http://juicereceiver.sourceforge.net/ PC
- http://www.apple.com/itunes/
CBC – Canada – Get US trens and comparisions with EU/Asia
- http://www.cbc.ca/mobile/iphone/ iApp
- http://www.cbc.ca/podcasting/ (great list of podcasts FREE news, etc.)
http://www.cbc.ca/podcasting/includes/spark.xml (tech/Internet)
2011_01_21
>Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions

21. ComMetrics
_From Tips to Decision Time - Strategy
2011_01_21
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions

22. ComMetrics
_Student Case – challenge at work
- Vallebona Claudio
2011_01_21
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions

23. ComMetrics
_Student Case – challenge at work
– Angelo Ramella
- Use outsourcing for things you are not that good at.....
- use social media like Twitter to get customer or other people to
praise your work (testimonials) allowing you to build your company‘s
brand
==> you have to think, reflect and then decide what is best for you
==> hiring staff – social media can help and you need to figure out
how it works
2011_01_21
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions

24. ComMetrics
_Decision time – what will it be
You CAN outsource all the grunt work of setting up your automatic
work, doing some of the initial scanning of social media
conversations.
This includes installing wordpress blogs and plugins, audio editing,
video editing, article distribution, social bookmarking, copy editing
and so forth.
2010_09_15
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions

25. ComMetrics
_Decision time – what will it be
I am convinced you cannot outsource the STRATEGIC THINKING
AND MARKET IMMERSION necessary to succeed in a project,
especially in today’s competitive marketplace
Doing the strategic thinking and getting yourself immersed in the
market will allow you to make the right decisions.
Use outsourcing to support you – hire a coach, expert, trainer, payroll
processing – supporting you in these efforts but remain involved
taking the strategic decision.
2010_09_15
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions

26. ComMetrics
_One last thing – Wrap-up
What we learned
2011_01_18
>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions

27. ComMetrics
_Why it matters – today‘s 3 nuggets
1 Coordination is key for successful outsourcing (who does what,
when, how – monitoring, costs, risk mgmt, compliance, etc.)
2 Decide and manage project and/or service (e.g., call center,
building/maintaining software application) continuously with the
outsourcing company
3 How feasible is outsourcing to outsourcer in the customer centric
organization?
2011_01_21
>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions

28. ComMetrics
_One more thing
Reputation and brand are related - two sides of the same coin
Jeff Bezos - reputation = what people say about you when you are
outside the room
Brand loyalty is influenced by reputation and customer service in particular
Zappos – send clients to competitor if you do not have product in stock
Compliance means you are ultimately responsible and if the outsourcer
damages your brand, reputation as well as brand loyalty – the savings
may not be worth it
2011_01_21
>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions

29. ComMetrics
_One more thing
Please discuss:
3 most critical things we learned today
3 things I love to get more infos about
2011_01_17
>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions

30. My.ComMetrics.com
ComMetrics
Session 23: Outsource in haste – repent at leisure
Presented by http://My.ComMetrics.com (free registration)
http://ComMetrics.com (blog)
Roentgenstrasse 49 Street
http://info.cytrap.eu/?p=134
social media trends 2011 CH-8005 Zuerich Zip Code
Switzerland Country
http://info.cytrap.eu/?p=176
ComMetrics blog checklist
+41(0)44 272 1876 Voice
+41(0)76 200 7778 Cell
info@CyTRAP.eu Google Talk
Urs E. Gattiker , Ph.D.
www.ComMetrics.com URL
2008_06_16