Joining The Dots From Social Strategy To Social Analytics: and Why You Should Care.

AusLUG2012
Joining the dots from Social Strategy to Social Analytics: And Why you Should Care.
Meet.Share.Learn
Walter Adamson| Principal | iGo2 Group www.igo2group.com | @adamson
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29th & 30th March, Melbourne, Victoria, Australia
AusLUG2011 AusLUG2012
The Promise
1. 2.
The state of the social landscape; Joining the dots between social strategy, governance, architecture, communities and social analytics.
For enterprises, this will help IT position crossorganisational 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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Meet.Share.Learn Slide 2 29th & 30th March, Melbourne, Victoria, Australia
AusLUG2012
Who are you?
Expert? Enterprise? Partner?
Social?
If youre not social then you dont exist!
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This is not going to help you use:
Facebook
Twitter Linkedin
Google Plus
Delicious or StumbleUpon Pinterest
Youtube
Flickr or Instagram Wordpress, Tumblr or Posterous
Eventbrite, Meetup or Storify

Mailchimp Mobile apps etc.
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Contents state of play

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
LinkedIn
1,800,000
2,200,000*
*3m at 19 March 2012
5m Professionals in AU
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Contents joining the dots

Its complicated
Methodology Illustrations
Social strategy & governance Social architecture
Social analytics & social business intelligence Communities

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Meet.Share.Learn Slide 15
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Its 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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Its 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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Its complicated but this is the deal

You can't opt out of social;
you can manage the risk.
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
formulating policy and strategy through researching your brand, customers, partners and competitors monitoring, collecting and analyzing social data to make informed, agile business and policy decisions building owned social platforms for listening, support, building, collaboration and content
Strategy
Intelligence
Communities
Governance social business metrics, ROI, policy and
guidelines, processes, social architecture
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Communities and networks
Strategy
Business Priorities Capabilities Design Social Presence Risks Process Defensive Offensive
Architecture
Participating
Governance
Managed
Monitoring
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? Whats 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
Participating
Listening, establishing reputation (Im one of you)
Wikis
Managed
Listening, supporting, building reputation, marketing
External Communities Closed Network
Owned
Listening, supporting, building relationships, collaborating
Example: customer communities Example: channels, members Example: Intranets, communities of practice
Internal Communities
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Communities Federated Social Networks

Participating
Participating
Managed
Managed
Participating
Owned
Owned
Managed
Owned
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Methodology
1.Assess
Phased
8.Monitor 2.Strategise
Plan Do Check Act

Social Business Framework
Can apply to one function
7.Engage
3.Create
Brand and crisis management

6.Share 4.Protect
5.Participate
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Contents Tips
Tips for enterprise IT
Tips for Partners Conclusion

Contact
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Tips for enterprise IT Youve done this before
Something like it anyway!
Does this ring any bells?
Strategy
Monitoring
Governance
Architecture
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Tips for enterprise IT Federated IT
Five Key Roles to retain in IS

Strategy
Monitoring
Governance
Architecture
# 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) 31
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Tips for enterprise IT Digital Council
IT Steering Committee for social
Make sure that you are represented
Make sure that you are informed
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Tips for enterprise IT SM Centre of Excellence
Cisco, late 2011
Frost & Sullivan
Evaluate Establish Central Team
Operationalise in CoE
Not unlike corporate IT

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Tips for enterprise IT Dont 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 IBMs 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.adamson@igo2group.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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AusLUG2012
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 youre not in Kansas now Tonto!.
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AusLUG2012

Walter Adamson| Principal | iGo2 Group www.igo2group.com | @adamson

Who are you?

Expert? Enterprise? Partner?

This is not going to help you use:

Eventbrite, Meetup or Storify

Contents state of play

Why enterprises care - business

Why enterprises care - IT

What is social business

What is social business - 2

71% C-level and VP Marketing competitive advantage

What is social business - 3

Deepen client relationships and truly engage clients;

Innovation - with crowdsourcing and collective intelligence;

Operational efficiency - cost savings to be had by leveraging social.

State of social landscape

In the last 60 seconds

State of social landscape

Australia 2011 Facebook 11,200,000 YouTube 11,000,000

*3m at 19 March 2012

State of social landscape

Contents joining the dots

Social strategy & governance Social architecture

Social analytics & social business intelligence Communities

29th & 30th March, Melbourne, Victoria, Australia

Its complicated but not all new

Cultural adaption & transformation

Its complicated - challenges

Driven by users esp. PR or Marketing or Communications

Built on expectations of mobility and cloud and Facebook

Its complicated but this is the deal

29th & 30th March, Melbourne, Victoria, Australia

Governance social business metrics, ROI, policy and

guidelines, processes, social architecture

Communities and networks

Social Strategy Social Governance

29th & 30th March, Melbourne, Victoria, Australia

65% of Global 100 companies have active Twitter accounts

50% have YouTube video channels; 33% have corporate blogs;

Issue: fragmentation and inefficient coordination

Social Business Intelligence (Social Analytics)

Where are your customers?

External Communities Closed Network

Communities Federated Social Networks

Plan Do Check Act

Can apply to one function

Brand and crisis management

Tips for Partners Conclusion

Tips for enterprise IT Youve done this before

Something like it anyway!

Does this ring any bells?

Tips for enterprise IT Federated IT

Five Key Roles to retain in IS

Tips for enterprise IT Digital Council

IT Steering Committee for social

Make sure that you are represented

Make sure that you are informed

Tips for enterprise IT SM Centre of Excellence

Cisco, late 2011

Frost & Sullivan

Evaluate Establish Central Team

Not unlike corporate IT