Social Business Uncovered: SJSU March 2014
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The document discusses the emergence of social business and its benefits. It describes how commerce used to be more personal with relationships between businesses and customers, and how it became more efficient with mass production. Now, business is getting social again with markets becoming conversations on social media. This allows for more customer interactions and information sharing within organizations. The document advocates for businesses to use influencer marketing by turning employees into brand advocates. It also stresses the importance of measuring key metrics to prove the return on investment from social business activities.
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Social Business Uncovered: SJSU March 2014
- 1. © 2014 IBM Corporation Social Business Uncovered #SJSUSocBiz Daryl Pereira @CagedEther Irene Koehler @IreneKoehler
- 2. © 2014 IBM Corporation 2 What we’ll cover The emergence of social business Business as media Proving the ROI Social Business Uncovered
- 3. © 2014 IBM Corporation 3 Social Business Uncovered The emergence of social business
- 4. © 2014 IBM Corporation 4 Commerce used to be more personal Social Business Uncovered
- 5. © 2014 IBM Corporation 5 Businesses would form relationships with customers Social Business Uncovered
- 6. © 2014 IBM Corporation 6 Customers knew each other and would discuss products Social Business Uncovered
- 7. © 2014 IBM Corporation 7 The move to efficiency… Social Business Uncovered
- 8. © 2014 IBM Corporation 8 Mass production brought economies of scale Social Business Uncovered
- 9. © 2014 IBM Corporation 9 Marketing could create segments around products Social Business Uncovered
- 10. © 2014 IBM Corporation 10 Point-of-sale optimized for rapid transactions Social Business Uncovered
- 11. © 2014 IBM Corporation 11 Point-of-sale optimized for rapid transactions Social Business Uncovered
- 12. © 2014 IBM Corporation 12 Business gets social, again… Social Business Uncovered
- 13. © 2014 IBM Corporation 13 Markets become conversations Social Business Uncovered
- 14. © 2014 IBM Corporation 14 Customers have many more points of interaction Social Business Uncovered
- 15. © 2014 IBM Corporation 15 More information sharing across the organization Social Business Uncovered
- 16. © 2014 IBM Corporation 16 Social business is… Social Business Uncovered #SJSUSocBiz
- 17. © 2014 IBM Corporation 17 Social Business Uncovered Business as media
- 18. © 2014 IBM Corporation 18 We don’t all share equally Social Business Uncovered
- 19. © 2014 IBM Corporation 19 Some groups are more trusted than others Social Business Uncovered Edelman Trust Barometer
- 20. © 2014 IBM Corporation 20 Trust generates business Social Business Uncovered 77% of consumers are more likely to buy a new product via a recommendation 4x-10x higher conversation rate for offers from trusted advocates
- 21. © 2014 IBM Corporation 21 Influencer marketing at its best Social Business Uncovered Dynamic Signal turns employees into brand advocates
- 22. © 2014 IBM Corporation 22 Influencer marketing at its best Social Business Uncovered Dynamic Signal turns employees into brand advocates 5000 employees can generate… Over 100M authentic impressions $2.3M in recruiting cost savings 28% increase in Earnings $4.5M in earned media advertising value 19% growth in Revenue
- 23. © 2014 IBM Corporation 23 Influencer marketing at its worst Social Business Uncovered
- 24. © 2014 IBM Corporation 24 How people find out about the shared economy Social Business Uncovered Jeremiah Owyang
- 25. © 2014 IBM Corporation 25 Influencer marketing at its worst Social Business Uncovered “Startups will get more value from being on Shark Tank than on the homepage of Amazon” Mark Cuban Entrepreneur
- 26. © 2014 IBM Corporation 26 Influence is important… Social Business Uncovered #SJSUSocBiz
- 27. © 2014 IBM Corporation 27 Social Business Uncovered Proving the ROI
- 28. © 2014 IBM Corporation 28 Measure conversations across the organization Social Business Uncovered
- 29. © 2014 IBM Corporation 29 Measure conversations across the organization Social Business Uncovered When are customers disgruntled? How much money did we save on support calls? How many more sales has social driven?
- 30. © 2014 IBM Corporation 30 Measure conversations across the organization Social Business Uncovered How have we improved innovation? Which employees are the most engaged? What has been the productivity gain?
- 31. © 2014 IBM Corporation 31 Source: Altimeter Group Business metrics: revenue, CSAT, reputation Social media analytics: Insights, share of voice, resonance, WOM Engagement metrics: fans, followers, clicks Corporate What are you measuring? Social Business Uncovered
- 32. © 2014 IBM Corporation 32 Source: Altimeter Group Corporate What are you measuring? Social Business Uncovered American Airlines tracks digital content around the brand Team of AA social experts builds engagement with customers
- 33. © 2014 IBM Corporation 33 How does social networking bring businesses closer to customers? How does social networking help product innovation? How does social networking foster knowledge-sharing within the enterprise? How does social networking increase employee productivity? How does social networking help business owners understand their business? How can social networking help your next job find you? A F C D E B Social Business Uncovered
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- Reference links: http://www.nielsen.com/us/en/newswire/2013/a-multi-mix-media-approach-drives-new-product-awareness.html http://branderati.com/the-age-of-advocacy-and-influence-26-stats-marketers-should-know/
- Pam Moore slide
- Pam Moore slide