Power of Social Business

The Power of Social Business

Michael Pace

Twitter: @mpace101 #CCCon12

Introductions

Michael Pace

Customer Support & Community
Management Executive

Twitter: @mpace101
LinkedIn
Blog: www.thepaceofservice.com
Text SOCSERVICE to 22828 for Mailing List


Twitter: @mpace101 #CCCon12 3

Session Agenda
1. Expectations & Starting with WHY

2. What is a Social Business

3. The Power of the Social Business

4. Where to start / how to build it

5. Sharing experiences and Q&A


Social Today
>1.5 BILLION
Number of Social Networking Users Globally

80 %
Proportion of Users Who Interact with
Social Networks Regularly

90 %
Proportion of Companies Using Social Tech.
That Report Benefits From Them

28 Hours
Time Each Week Spent by Knowledge Workers Writing Emails,
McKinsey Report
Searching For Info, and Collaborating Internally


The Potential
$900B – 1.3Trillion
Annual Value That Could Be Unlocked by Social
Tech. In The Top 4 Business Sectors

1/3
Share Of Consumer Spending That Could
Be Influenced by Social Shopping

2X
Potential Value From Better Enterprise
Communication & Collaboration

20-25%
Potential Improvement Possible In
McKinsey Report
Knowledge Worker Productivity


But (and it’s a BIG BUT)…

… only 17%
Have Distributed Social
Initiatives Throughout the
Organization eMarketer


If You Still Don’t Believe
So if you want a More than ½ of
sense of where the world’s
the world’s population is
media habits under 30 …
are headed, it which means
makes sense to they don’t know
watch what kids life before the
are doing. internet.
Kaiser Family Foundation – Socialnomics
Jan 2010


I believe people and relationships are every
company’s most important and
underutilized asset

We now have the technological ability to act /
work / socialize / create relationships like we do
“in real life”

By leveraging relationships, new
technologies, & process, we can unleash
the ultimate power - people
Twitter: @mpace101 #CCSummit 9

Social Business is the creation of
an organization that is optimized
to benefit its entire ecosystem
(customers, employees, owners,
partners) by embedding
collaboration, information sharing,
and active engagement into its
operations and culture. The result
is a more responsive, adaptable,
effective, and ultimately more
successful company. SideraWorks


Swinging a Hammer Does Not Make You a
Carpenter; It Just Makes You Dangerous

CLTV & Universe
Objective CLTV
Efficiency Domination

Social Quality Crush
Strategy
Business + Work Rebellion

Social
Tools Hammer Light Saber
Media

Community
Discipline Carpentry Force
Mgmt

Really
Voice Brand Smoker Heavy
Smoker


Twitter: @mpace101 #CCCon12 13

The Power of Social Business
Customers

Organization

Department

Personal /
Associate


“There are a lot more smarter people outside
your <organization>, than inside it” – John
Hagel III The Power of Pull


"Yammer has gone beyond all of our expectations and has become
embedded in the way that we're doing things. It's helped drive innovation
and build community at Deloitte, and we're finding new value in the tool
every day. The results will be bigger than you expect.”
- Peter Williams, CEO, Deloitte Digital, on behalf of Deloitte Australia

Elsevier. Wiki drives 80% reduction in
interdepartmental e-mail volume. (Socialtext, unkn)

Scotiabank. Community eliminated over 300
intranet sites as well as the need to build new
sites. (Jive Software, 2011)

Rhapsody. 50% decrease in support costs and 53%
decrease in weekly support contacts via sCRM solution.
(GetSatisfaction, unkn)


Social
Average Reach /
Company Size Competent
Network Size Impressions
Individuals
Traditional Org 1000 20 3000 60,000

Social Org 100 75 1500 112,500

Soc Org (full) 1000 750 1500 1,125,000

Crowdsourcing
Recruiting
18.5X - &
doesn’t even speak to
quality of impression
Open Culture
Content/SEO

Brand Advocacy Product
Marketing

Community users spend 2.5x more than
average customers, superfans spend 10x more.
(Lithium Technologies, 2011)

Gilt Groupe. Online community insights drove 10% increase
in shopping cart conversion and a five-point increase in
Point-of-Sale Net Promoter Score. (Communispace, 2011)


• Open
Sincerity
• Transparent

Trust Competency
• Proactive Service
• Edu-taining

• Available
Reliability
• Listening


It’s not easy …

And may feel like a scuba diver spinning a
battleship Twitter: @mpace101 #CCCon12

CoffmanOrganization


Altimeter Group


Get Yourself Involved


Know Your Business Strategy


Assess Where You Are Today

26

Know Your Customers (& Partners,
Associates, C-Level)
Determine what is most
important to your customer

Socially, Physically &
Mentally

By Vertical or Type of Customer


It’s Not a Lonely Initiative


Know Your Brand’s Voice


Manage the Change

A Awareness
D Desire
K Knowledge
A Ability
R Reinforce

Getting a Little Tactical & Started

Step 1 Step 2 Step 3

• Company Continuous
Communication
Policy
Learning

• Find your current
social leaders

• Brand Voice


Sharing experiences and Q&A


References
• Edelman Digital / Edelman Consulting

• SideraWorks

• Community Roundtable

• Altimeter Group

• www.socialquickstarter.com – Constant Contact


Introductions
Michael Pace

Customer Support & Community Management
Executive

Twitter: @mpace101
LinkedIn
Blog: www.thepaceofservice.com
Text SOCSERVICE to 22828 for Mailing List

Power of Social Business

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