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The Insidious Plot to Socialize the Enterprise
1. The Insidious Plot
to Socialize the
Enterprise
John Bell
Global Managing Director
Social@Ogilvy
2. Social Media Adoption
Path
Nervous Listening Experimenting Connecting Fully
Ambivalence Unconnected Leadership integrated
experiments applies Value
100 spring up governance and
everywhere enlightened
across the social brand
business management
to extract more
value
0
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
2
5. Social Business
Strategy
Business Value Examples
Create customer value • Deliver services and products via preferred social channels
• Add content or utility to increase customer value
• Increase individual and network value of customers (i.e socialCRM)
Build brand reputation and value • Manage risk via ongoing dialogue with stakeholders, influencers and
customers
• Co-create with customers and stakeholders to deepen “investment”
Expand operations and innovation • Increase efficiency of marcom programs
excellence • Crowd-source solutions with customers and stakeholders
• Deliver service solutions more efficiently
Strengthen workforce and culture • Increase internal collaboration on business problems/systems
• Feature employees in external communications and customer touchpoints
5
5
10. Social business
behaviors
Builds Integrated customer relationships
Fosters horizontal collaboration
Makes clear commitments to innovation
Becomes adaptive and agile
Masters an endless flow of data
10
12. Growth markets outpace the US in
social network usage…
Managed social network profile in past month
79.8% 74.9% 72.3% 70.4% 54% 49.3%
Indonesia Philippines Turkey Brazil China US
Global Web Index 6 – November 2011
12
13. These global markets will define the next
phase of social media use
Social network usage growth from 2009 to 2010
27% 18% 13% 5%
China Mexico Russia US
Global Web Index 6 – November 2011
14. And mobile lets us tap into the
opinions of our 130 friends anywhere
In the BRIC countries accessing
your social networks via mobile is
up 158% over the past 2 years
15. These opinions drive purchase
For opinions on products to buy,
Millennials are more than 3x as
likely than Boomers to turn to social
channels
BazaarVoice Study 2011
16. Not just in B2C but B2B
Senior decision makers
90% 60% Managed social
80% network profile
70%
60% Uploaded
photo online
50%
40%
Watched a
30% video clip
20%
10%
0%
GWI.1
July 2009 GWI.2
Nov 2009 GWI.3
July 2010 GWI.4
Nov 2010 GWI.5
July 2011 GWI.6
Nov 2011
Which of the following have you done online in the past month?
(% of decision makers and senior-decision makers globally, GWI.1 – GWI.6, July 2009 to Nov 2011)
16
24. Unlockingleaders
Business the Value is
Hard… in the potential
believe
of social media
And while 69% of
executives report
56% Inc 500 - Social measurable business
Media very important to benefits from Social
business Media…
Just 20% of businesses
received 80% of the
benefits from Social Media
McKinsey Study 2009
24
25. It Requires Change
Moving marketing and communications to an owned, earned, paid
model…
Increasing collaboration between marketing, communications, legal, HR
and customer service…
Putting a value on customer and stakeholder advocacy, not just sales…
Preparing employees as ambassadors, not just, as a workforce…
Integrating Social Media across the business
25
27. Fully integrated A global shift calls for Social Business
solutions for a new the largest network of Solutions can drive
customer/stakeholder Social Media strategists customer and internal
journey value across the
enterprise
27
32. Connect with me
John Bell
Global Managing Director | Social@Ogilvy
john.bell@ogilvy.com
Social for Brands site:
Social.ogilvy.com
32
Editor's Notes
How has Social Changed Leadership? This is the story about business leaders. What are we all going to do to lead our business to get the most out of this worldwide, unstoppable phenomena we call ‘social media.’I asked Ben and Ray how social had changed leadership itself…..