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Social Business
                           REIMAGINED
                           with Jeremy Woolf
                           Global Digital & Social Media Lead, Text 100

         #socialbusiness   Friday, 18 November 2011
           @text100my      10.00am – 1.00pm
 facebook.com/text100      Market Hall, Pavilion Kuala Lumpur

  (id)    theapartment
  (pw)    theapartment
High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
Social Business
 REIMAGINED

                         @jeremywoolf
                                   #text100my
                       #socialbusiness
High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
Jeremy Woolf



publicrelationships.blogspot.com
   linkedin.com/in/jeremywoolf
       twitter.com/jeremywoolf
     www.socialmedia-mba.com
          High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
www.text100.com

    High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
Evolution of business
The social consumer
What’s a social business?
Social business in action




             High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
Evolution of business
The social consumer
What’s a social business?
Social business in action




             High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
The story so far…




       Milky Way, FladagerPhotography, http://www.flickr.com/photos/66543144@N05/6061917035/
The story so far…
The first multinational



                                                          Milky Way, FladagerPhotography
        Orbis terrarum typus de integro multis in locis emendatus , Norman B. Leventhal Map Center at t
                     http://www.flickr.com/photos/66543144@N05/6061917035/
                                     http://www.flickr.com/photos/normanbleventhalmapcenter/26756
The industrial revolution


           Industrial revolution, blvesboy, http://www.flickr.com/photos/blvesboy/212148
The assembly line

       Machine shop at Highland Park, ellenm1, http://www.flickr.com/photos/ellenm1/4279879689/
Web 2.0
          Selfportrait 2.0, sndrv, ttp://www.flickr.com/photos/sndrv/3329968159/
Today




        IBM Logo, alui0000, http://www.flickr.com/photos/alui0000/1982097127/
Evolution of business
The social consumer
What’s a social business?
Social business in action




             High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
The social consumer

                  Teens and 20+
                  Community
                  Digital native
                  Create
                  Status
Source: Nielsen
Sharing
Shares                                    Credibility
                                          Influence




 Source: Nielsen

                   Sharing, bengrey, http://www.flickr.com/photos/ben_grey/4582294721/
Sharing
Tribal                                                                      Credibility
                                                                            Influence
                                                                            Belonging
                                                                            Connect
                                                                            Converse


 Source: Nielsen

                   Ndebele Tribe in South Africa, United Nations Photo, http://www.flickr.com/photos/un_photo/3311562829/
Mobilize                  Sharing
Swarms            Approval                  Credibility
                  ‘We’ not                  Influence
                  ‘Me’                      Belonging
                                            Connect
                                            Converse


Source: Nielsen

                        Busy, bowtoo, http://www.flickr.com/photos/bowtoo/4661839109/ /
Mobilize            Sharing
Mobile            Approval            Credibility
                  ‘We’ not            Influence
                  ‘Me’                Belonging
                                      Connect
                                      Converse
                                     Real time
                                     Share and
Source: Nielsen                      protect
                             gr3m, http://www.flickr.com/photos/gr3m/2330317681/
Mobilize                      Sharing
On                Approval                      Credibility
                  ‘We’ not                      Influence
                  ‘Me’        Belonging
                  13 hours    Connect
                  Livestream- Converse
                  ing         Real time
                                                Share and
Source: Nielsen                                 protect
                       On/Off, Ollie Jay, http://www.flickr.com/photos/alienspacer/1968359743/
Mobilize   Sharing
Creates            Approval   Credibility
                   ‘We’ not   Influence
                   ‘Me’        Belonging
                   13 hours    Connect
                   Livestream- Converse
                   ing         Real time
                   Collaborate Share and
 Source: Nielsen   Play        protect
Mobilize                            Sharing
Evolves            Approval                            Credibility
Changing           ‘We’ not                            Influence
Multiple           ‘Me’        Belonging
tribes             13 hours    Connect
Explore            Livestream- Converse
                   ing         Real time
                   Collaborate Share and
 Source: Nielsen   Play        protect
                     Chameleon, The Compiler, http://www.flickr.com/photos/the-compiler/5255834230/
Reaching the social consumer
Relevant, useful and entertaining
Enhance social status
Reaction and fun
Connect them with each other
Enable participation


              Huge crowd of people at Liverpool Street station, drinking and getting angry, mrlerone,
                                              http://www.flickr.com/photos/mrlerone/2543332000/
What do
you want
brands to
offer you
online?



   Source: AdAge / Ipsos

Huge crowd of people at Liverpool Street station, mrlerone, http://www.flickr.com/photos/mrlerone/2543332000/
Source: GlobaWebIndex
   Source: GlobaWebIndex
businessmen in meeting, allensima, http://www.flickr.com/photos/allensima/6033657657/
Best talent comes from referrals,
direct sourcing and social networks




         Source: Jobvite

Huge crowd of people at Liverpool Street station, mrlerone, http://www.flickr.com/photos/mrlerone/2543332000/
“There's going to be an
                                opportunity over the
                                next five years or so
                                to pick any industry
                                and rethink it in a
                                social way...we think
                                that every industry is
                                going to be
                                fundamentally re-
                                thought and designed
                                around people.”

                               Mark Zuckerberg, CEO,
                               Facebook

Mark Zuckerberg - World Economic Forum Annual Meeting Davos 2009, World Economic Forum,
                             ttp://www.flickr.com/photos/worldeconomicforum/3488879012/
Like this

                          Hire
                          Purchase
                          Create
                          Elect




 Source: Jobvite   Huge crowd of people at Liverpool Street station, drinking and getting
                                                                         angry, mrlerone
                                  http://www.flickr.com/photos/mrlerone/2543332000/
Evolution of business
The social consumer
What’s a social business?
Social business in action




             High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
Characteristics of a social
business

Engaged
Transparent                 Community
Nimble

              Huge crowd of people at Liverpool Street station, drinking and getting angry, mrlerone,
                                              http://www.flickr.com/photos/mrlerone/2543332000/
Evolution to social business
Social business is just good business
Not just social networking
Drivers are often via social networking
however
About applying technolgies
And solving business issues
Putting tools in the right hands
C-suite must lead
Change management first!
                    Blueprint, Wil Scullin, http://www.flickr.com/photos/wscullin/3770015203/
Evolution of business
The social consumer
What’s a social business?
Social business in action




             High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
IBM Social Engagement Strategy
              1. Deepen relationships with our
                constituents by designing
                intentional experiences
              2. Position IBM as the agenda setter
                by extending our participation in
                conversations
              3. Deliver IBMers and their expertise
                – and the depth and breadth of
                IBM’s global workforce
              4. Gain insight to inform offerings
                and improve constituent
                relationships
IBM




Huge crowd of people at Liverpool Street station, mrlerone, http://www.flickr.com/photos/mrlerone/2543332000/
Huge crowd of people at Liverpool Street station, mrlerone, http://www.flickr.com/photos/mrlerone/2543332000/
ASB New Zealand
 Facebook virtual branch
  allows real-time, secure
  and private
  conversations
 9 specialists staffing
  branch
 Complements existing
  channels
 Attracts new customers


Huge crowd of people at Liverpool Street station, mrlerone, http://www.flickr.com/photos/mrlerone/2543332000/
Deloitte Netherlands
 Hiring target 1,000                                                 • Dynamic site
  people                                                              • Human touch critical
 E recruitment team                                                    through recruiter bios,
 Internet marketing and                                                live chat
  content management                                                  • Original content,
 Career website at                                                     competitions…
  centre of strategy                                                  • 234% more traffic from
 Integrated with social                                                social media
  media channels


Huge crowd of people at Liverpool Street station, mrlerone, http://www.flickr.com/photos/mrlerone/2543332000/
Text 100 Global
                              SharePoint for training
                              Adjacent market digital
                              prospect id
                              HR via LinkedIn /
                              Facebook
                              Social media driven
                              marketing / CEO program
                              Ops sharing via
                              SharePoint
           Huge crowd of people at Liverpool Street station, drinking and getting angry, mrlerone,
                                           http://www.flickr.com/photos/mrlerone/2543332000/
111117 social business reimagined (kuala lumpur) final
Conclusion
• Business has changed forever
• Buyers have changed forever
• Business functions must become
  nimble, engaged and transparent
• Change management required
• There are best practices
• But few companies have done this
• Your opportunity is to start now
               High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
Social Business
  REIMAGINED

                         @jeremywoolf
                                   #text100my
                       #socialbusiness
High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
Social Business
                           REIMAGINED
                           with Jeremy Woolf
                           Global Digital & Social Media Lead, Text 100

         #socialbusiness   Friday, 18 November 2011
           @text100my      10.00am – 1.00pm
 facebook.com/text100      Market Hall, Pavilion Kuala Lumpur

  (id)    theapartment
  (pw)    theapartment

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111117 social business reimagined (kuala lumpur) final

  • 1. Social Business REIMAGINED with Jeremy Woolf Global Digital & Social Media Lead, Text 100 #socialbusiness Friday, 18 November 2011 @text100my 10.00am – 1.00pm facebook.com/text100 Market Hall, Pavilion Kuala Lumpur (id) theapartment (pw) theapartment
  • 2. High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
  • 3. Social Business REIMAGINED @jeremywoolf #text100my #socialbusiness High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
  • 4. Jeremy Woolf publicrelationships.blogspot.com linkedin.com/in/jeremywoolf twitter.com/jeremywoolf www.socialmedia-mba.com High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
  • 5. www.text100.com High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
  • 6. Evolution of business The social consumer What’s a social business? Social business in action High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
  • 7. Evolution of business The social consumer What’s a social business? Social business in action High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
  • 8. The story so far… Milky Way, FladagerPhotography, http://www.flickr.com/photos/66543144@N05/6061917035/
  • 9. The story so far… The first multinational Milky Way, FladagerPhotography Orbis terrarum typus de integro multis in locis emendatus , Norman B. Leventhal Map Center at t http://www.flickr.com/photos/66543144@N05/6061917035/ http://www.flickr.com/photos/normanbleventhalmapcenter/26756
  • 10. The industrial revolution Industrial revolution, blvesboy, http://www.flickr.com/photos/blvesboy/212148
  • 11. The assembly line Machine shop at Highland Park, ellenm1, http://www.flickr.com/photos/ellenm1/4279879689/
  • 12. Web 2.0 Selfportrait 2.0, sndrv, ttp://www.flickr.com/photos/sndrv/3329968159/
  • 13. Today IBM Logo, alui0000, http://www.flickr.com/photos/alui0000/1982097127/
  • 14. Evolution of business The social consumer What’s a social business? Social business in action High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
  • 15. The social consumer Teens and 20+ Community Digital native Create Status Source: Nielsen
  • 16. Sharing Shares Credibility Influence Source: Nielsen Sharing, bengrey, http://www.flickr.com/photos/ben_grey/4582294721/
  • 17. Sharing Tribal Credibility Influence Belonging Connect Converse Source: Nielsen Ndebele Tribe in South Africa, United Nations Photo, http://www.flickr.com/photos/un_photo/3311562829/
  • 18. Mobilize Sharing Swarms Approval Credibility ‘We’ not Influence ‘Me’ Belonging Connect Converse Source: Nielsen Busy, bowtoo, http://www.flickr.com/photos/bowtoo/4661839109/ /
  • 19. Mobilize Sharing Mobile Approval Credibility ‘We’ not Influence ‘Me’ Belonging Connect Converse Real time Share and Source: Nielsen protect gr3m, http://www.flickr.com/photos/gr3m/2330317681/
  • 20. Mobilize Sharing On Approval Credibility ‘We’ not Influence ‘Me’ Belonging 13 hours Connect Livestream- Converse ing Real time Share and Source: Nielsen protect On/Off, Ollie Jay, http://www.flickr.com/photos/alienspacer/1968359743/
  • 21. Mobilize Sharing Creates Approval Credibility ‘We’ not Influence ‘Me’ Belonging 13 hours Connect Livestream- Converse ing Real time Collaborate Share and Source: Nielsen Play protect
  • 22. Mobilize Sharing Evolves Approval Credibility Changing ‘We’ not Influence Multiple ‘Me’ Belonging tribes 13 hours Connect Explore Livestream- Converse ing Real time Collaborate Share and Source: Nielsen Play protect Chameleon, The Compiler, http://www.flickr.com/photos/the-compiler/5255834230/
  • 23. Reaching the social consumer Relevant, useful and entertaining Enhance social status Reaction and fun Connect them with each other Enable participation Huge crowd of people at Liverpool Street station, drinking and getting angry, mrlerone, http://www.flickr.com/photos/mrlerone/2543332000/
  • 24. What do you want brands to offer you online? Source: AdAge / Ipsos Huge crowd of people at Liverpool Street station, mrlerone, http://www.flickr.com/photos/mrlerone/2543332000/
  • 25. Source: GlobaWebIndex Source: GlobaWebIndex businessmen in meeting, allensima, http://www.flickr.com/photos/allensima/6033657657/
  • 26. Best talent comes from referrals, direct sourcing and social networks Source: Jobvite Huge crowd of people at Liverpool Street station, mrlerone, http://www.flickr.com/photos/mrlerone/2543332000/
  • 27. “There's going to be an opportunity over the next five years or so to pick any industry and rethink it in a social way...we think that every industry is going to be fundamentally re- thought and designed around people.” Mark Zuckerberg, CEO, Facebook Mark Zuckerberg - World Economic Forum Annual Meeting Davos 2009, World Economic Forum, ttp://www.flickr.com/photos/worldeconomicforum/3488879012/
  • 28. Like this Hire Purchase Create Elect Source: Jobvite Huge crowd of people at Liverpool Street station, drinking and getting angry, mrlerone http://www.flickr.com/photos/mrlerone/2543332000/
  • 29. Evolution of business The social consumer What’s a social business? Social business in action High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
  • 30. Characteristics of a social business Engaged Transparent Community Nimble Huge crowd of people at Liverpool Street station, drinking and getting angry, mrlerone, http://www.flickr.com/photos/mrlerone/2543332000/
  • 31. Evolution to social business Social business is just good business Not just social networking Drivers are often via social networking however About applying technolgies And solving business issues Putting tools in the right hands C-suite must lead Change management first! Blueprint, Wil Scullin, http://www.flickr.com/photos/wscullin/3770015203/
  • 32. Evolution of business The social consumer What’s a social business? Social business in action High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
  • 33. IBM Social Engagement Strategy 1. Deepen relationships with our constituents by designing intentional experiences 2. Position IBM as the agenda setter by extending our participation in conversations 3. Deliver IBMers and their expertise – and the depth and breadth of IBM’s global workforce 4. Gain insight to inform offerings and improve constituent relationships
  • 34. IBM Huge crowd of people at Liverpool Street station, mrlerone, http://www.flickr.com/photos/mrlerone/2543332000/
  • 35. Huge crowd of people at Liverpool Street station, mrlerone, http://www.flickr.com/photos/mrlerone/2543332000/
  • 36. ASB New Zealand  Facebook virtual branch allows real-time, secure and private conversations  9 specialists staffing branch  Complements existing channels  Attracts new customers Huge crowd of people at Liverpool Street station, mrlerone, http://www.flickr.com/photos/mrlerone/2543332000/
  • 37. Deloitte Netherlands  Hiring target 1,000 • Dynamic site people • Human touch critical  E recruitment team through recruiter bios,  Internet marketing and live chat content management • Original content,  Career website at competitions… centre of strategy • 234% more traffic from  Integrated with social social media media channels Huge crowd of people at Liverpool Street station, mrlerone, http://www.flickr.com/photos/mrlerone/2543332000/
  • 38. Text 100 Global SharePoint for training Adjacent market digital prospect id HR via LinkedIn / Facebook Social media driven marketing / CEO program Ops sharing via SharePoint Huge crowd of people at Liverpool Street station, drinking and getting angry, mrlerone, http://www.flickr.com/photos/mrlerone/2543332000/
  • 40. Conclusion • Business has changed forever • Buyers have changed forever • Business functions must become nimble, engaged and transparent • Change management required • There are best practices • But few companies have done this • Your opportunity is to start now High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
  • 41. Social Business REIMAGINED @jeremywoolf #text100my #socialbusiness High Voltage, MikeBehnken, http://www.flickr.com/photos/mikebehnken/5059828345/
  • 42. Social Business REIMAGINED with Jeremy Woolf Global Digital & Social Media Lead, Text 100 #socialbusiness Friday, 18 November 2011 @text100my 10.00am – 1.00pm facebook.com/text100 Market Hall, Pavilion Kuala Lumpur (id) theapartment (pw) theapartment