AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
Creating Social Business Experiences
1. Customer Experience
Featured Mzinga Webcast:
Creating Social Business
Experiences
October 2011
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 1
2. Introductions
Alan F. Nugent
Mzinga CEO
@AlanFNugent
anugent@mzinga.com
Eve Sangenito
Mzinga, VP Marketing
@esangenito
eve@mzinga.com
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 2
3. A Few Housekeeping Items…
Being social is about interacting & engaging Session Follow-up
each other & sharing ideas… so the best way
After the event, the
to experience it, is to just jump in and do it!
following materials will
be made available to all
Feel free to tweet about our discussion
(#mzinga) of you:
• Presentation slides
Join the chat. If you have any advance
• Webinar recording
questions during the presentation, just add
them into the chat now and we’ll address • Chat transcript
them at the end of the session
We also know some of you will prefer to just
listen; that’s cool too
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 3
3
4. Today’s Agenda
Topics
The Changing Business Landscape
The Social Business Model & Key Experiences
Getting Started In Your Organization
Q&A
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 4
5. The pressure on businesses is higher
than ever to…
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 5
5
6. Work smarter & more efficiently.
According to IDC, the cost of NOT easily
finding information = $3,300 per employee
each year
(That’s $3.3M in annual lost
opportunity cost for a
business of 1000 people)
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 6
6
7. Build brand credibility
& buyer trust.
30% of consumers rely less on
advertising, and much more on
recommendations from friends and
family for making buying decisions.
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 7
7
8. Reduce customer
response times.
More than 90% of customers' issues
haven't been unearthed in most organizations,
and in addition, often the organization doesn't
have answers for them, according to Forrester
Research.
These issues lead to long support calls, poor
issue resolution, cost increases and customer
dissatisfaction.
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 8
8
9. Improve customer
loyalty & satisfaction
The primary driver of a consumer's loyalty is
their experience with your business, product
or service.
Yet, marketers on average only invest
20% of their programs in loyalty and
customer experience efforts.
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 9
9
10. Introducing the
Social Organization…
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 10
11. The Elements of a Social Organization
A New Model
Ideate Share Listen Change
Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria) Flickr image uploaded by Ed Yourdon Flickr image uploaded by andronicusmax Flickr image uploaded by adam*b
Shared under Creative Commons Shared under Creative Commons Shared under Creative Commons Shared under Creative Commons
Attribution-No Derivative Works 2.0 Generic Attribution-Share Alike 2.0 Generic Attribution 2.0 Generic Attribution 2.0 Generic
License License License License
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 11
12. Social Business Ecosystem
• Streamlined
client acquisition
• Customer
engagement
• Loyalty &
retention
• Listening &
engagement • On-demand
support
• Brand building
Customer
• Demand
generation Experience
• Social
commerce Brand
Mzinga Social Employee
Experience Business Experience
Ecosystem
• Engagement &
Partner collaboration
Experience
• Satisfaction &
retention
• Social business
• On-boarding &
outsourcing
recruiting
• Indirect revenue • Social learning
streams
• Developer
networks
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 12
13. Forces Changing Business Dynamics
Changing workforce
Business & customer
dynamics
Drivers
for Social
Business
Experiences Failure of
traditional
Increase in
hierarchical
social media
processes alone
adoption
to meet varied
business needs
Source: Constellation Research ON-DEMAND SOCIAL
MZINGA l #1 IN SOFTWARE l MZINGA.COM 13
14. Employees Are Already Using It
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 14
15. New Approaches Improve Satisfaction
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 15
16. Brand & Customer Engagement…
MZINGA
Source: Forrester l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 16
17. And Overall Customer Experience
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 17
18. Solving Real Business Challenges
• How can I innovate my products faster?
• How can I stay abreast of market research for R&D?
• How can I streamline product development?
• How can I improve brand visibility?
• How can I drive enhanced demand generation?
• How can I increase website traffic & ad revenue?
• How can I develop long-term relationships with customers?
• How can I reduce sales cycle?
• How can I accelerate new client opportunities?
• How can I reduce support costs?
• How can I reduce response times in addressing client issues?
• How can I improve customer retention & loyalty?
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 18
19. What does it mean to foster a
social “customer experience”?
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 19
20. “ …to engage the customer in a collaborative
conversation in order to provide a mutually beneficial
value in a trusted and transparent business environment.
”
- Paul Greenberg, Author
CRM at the Speed of Light: Social CRM 2.0 Strategies, Tools,
and Techniques for Engaging Your Customers
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 20
21. “ It is not about the technology, it is about the people, process
and cultural shifts necessary to support and grow a business
with the social customer.
” - Mitch Lieberman,
Comity Technology Advisors
“ Ultimately social media is not about the tools,
technology and whiz-bang things. It’s about
culture and culture change.
” - Scott Monty, head of social media
Ford Motor Company
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 21
22. A consistent, engaged customer experience
aligned with a comprehensive customer
lifecycle is essential …
From the Customer’s Increase sales team
Awareness & information
From your Perspective collaboration and enable more
gathering
Perspective
1 direct target buyer interactions-
ultimately reducing sales cycles.
Acquire
Continued support 6 2 Purchase experience
Consistent
Customer
Customer
Experience
Solutions
Experience
Ongoing
communication & engagement
5
Support Engage
3 Implementation/
on-boarding experience
Significantly reduce support
costs and improve customer
response times by making your 4 Develop more interactive,
team readily accessible to mutually beneficial relationships
customer needs in real time. with customers that improve
Ongoing
satisfaction & retention.
product/service experience
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 22
23. Let’s look at a few examples…
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 23
24. Use Case: Customer Acquisition
Solution Overview
Social Commerce:
Integrated ratings & reviews on all
online products for sale on an
eCommerce website
Business Goals
• Increase revenue through product
ratings & reviews
• User reviews improve buyer trust, and
drive customer retention
Results & ROI
• 2.9M unique visitors monthly
A specialty retailer and direct marketer of nutritional products
ranging from vitamins and minerals to nutritional supplements, with • Increased web traffic
more than 400 locations in 37 states. • Increased product sales for highly rated
products
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 24
25. Use Case: Customer Engagement
Solution Overview
A private, online community
where annuity clients can network,
interact, and discuss financial and
lifestyle topics
Business Goals
Improve engagement drive loyalty among
the organization’s most valuable &
influential customers
• Increase revenue
• Increase membership
• Cultivate business intelligence & market
research
Results & ROI
“ With nearly [60,000] members and several hundred posts,
myretirement.org seems to have established a solid footing
• Significant community adoption
• High community retention rates
”
among plan participants. • Increased participation in financial
services programs
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 25
26. Use Case: Customer Support
Solution Overview
Peer-to-peer support forums
embedded within the SyncMyRide
product site, including integrated
vehicle avatars & pre-moderation
Business Goals
• Provide more timely, efficient customer
support and product research
• Establish a user-generated knowledge
base of Sync product information for on-
demand reference
Results & ROI
An American multinational automaker, the second largest in the • Over 14k active members
U.S. and the fifth-largest in the world based on annual vehicle
• More than 5M message views
sales in 2010 at $40 trillion.
• Reduced customer response times
• Decrease in Sync support costs
• Direct access to product research
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 26
27. What does it mean to foster a
social “employee experience”?
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 27
28. “ Today's workplace is diverse, distributed and full of context
shifts. Investing in collaborative business practices is essential to
productivity and competitive advantage.
”
“ More techniques and technologies will emerge that
incorporate social software, and the lines between
learning, talent management and human capital
management systems will continue to blur.
”
Source: Gartner
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 28
29. A collaborative, interactive employee
experience aligned with key business processes
is key to building an effective workforce…
Recruiting & On-boarding
1
Communication
Satisfaction & Retention 6 2 & Collaboration
Collaborative
Employee
Experience
Performance &
Career Development
5 3 Learning & Development
4
Innovation
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 29
30. Let’s look at a few examples…
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 30
31. Use Case: Social Recruiting
Solution Overview
An interactive forum where job seekers
can find information and resources to
further their career goals
Business Goals
Connect job seekers directly with
Monster.com experts, hiring companies
and their peers to plan the next steps in
their career path to improve user
engagement, and offer users added value
to build loyalty
Results & ROI
“
• Improved user engagement
We wanted to create an interactive forum where job seekers could • Streamline recruiting for organizations
find information and resources to further their career goals. The and job seekers
”
Advice Forums allow our members to connect directly with both our
experts and their peers to plan the next steps in their career path.
MZINGA Inc.l Confidential
Mzinga, #1 IN ON-DEMAND SOCIAL SOFTWARE l 31
MZINGA.COM 31
32. Use Case: Learning & Development
Solution Overview
Deliver an enterprise-wide
ecosystem to manage knowledge
sharing for 28,000 geographically
dispersed employees.
Business Goals
Reduce training overhead by while
continuing to address the same level of
employee competency
Results & ROI
• 60% reductions in training admin staff
The world’s premier measurement company—advancing needs
electronics, communications, life sciences and chemical • 90% reductions in training vendor needs
analysis, with customers in 100 countries, 28,000 employees and $5.1 • Saved $10M with eLearning adoption
billion in revenues.
MZINGA Inc.l Confidential
Mzinga, #1 IN ON-DEMAND SOCIAL SOFTWARE l 32
MZINGA.COM 32
33. Getting Started
In Your Organization….
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 33
34. Components of an Effective Strategy
1. Build a Business Case
2. Identify SMEs & Others to Champion & Get Buy-in
3. Develop a Strategy- Focus First on Key Pain Points
4. Identify Your Audience & Focus on Their Needs
5. Develop Content & Programming Plans
6. Select a Solution That Will Meet Your Needs
7. Listen & Be Responsive
8. Measure, Measure, Measure!
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 34
35. Key Strategy Considerations
Audience Change Management
• Who is my initial launch audience? • Balance the content, configuration, and
workload with what you have to share
• What information do you want to capture
about them? • Recognition of user
• What do you want them to share and • Changes to business critical applications
how can they network with one another? & environment
Measurement
Content Technology
• What content will provide value to your • What capabilities are included in the
users? initial launch? Future phases?
• Branding decisions
• How will you drive programming for that
content? • Permissions
• Workflow
• What content expectations do you • Integration with key business apps
have of your users?
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 35
36. Key Cultural Considerations
Start with a
Implement Use
initiative-level
reward community
Gain project as Identify
models to and social
Executive proof-of- roles &
inspire elements seen
buy-in concept for responsibilities
behavior as key to the
broader
change transition
adoption
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 36
37. Key Measurement Considerations
Planning Questions
During the planning
process of a social
Who will consume the
learning initiative, What will be measured?
metrics?
What is the workflow?
seek answers to the
following questions:
What value will metrics be How often should metrics be
What is a metric's priority?
given to impact decisions? updated?
How will social activity What are the models for ROI,
measurement be funded? total value and KPIs?
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 37
38. ROI Should Tie to Your Business Goals
Measurement
aligned with strategy,
roles and target
outcomes
Clearly Defined Business Objectives
The ROI Pyramid: All Roles, Metrics, and Data Types
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 38
39. 4 Perspectives Of A Social Business
Balanced Scorecard
Forrester., “The ROI Of Social Media Marketing”
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 39
40. Sample Social Business Goals & Objectives
1. Financial 2. Digital 3. Brand Satisfaction 4. Risk Management
• Has revenue or • Has your company • Have consumer • Is your organization
profit increased or enhanced its attitudes about the better prepared to
costs decreased? owned and earned brand improved? note and respond
digital assets? to attacks or
problems that
affect reputation?
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 40
41. Measurement Best Practices
Publish
updates that Add social
Listen and Build Seek patterns
includes dimensions
calculate Establish a dashboards among the
Maintain a metrics to into the
engagement, continuous with relevant social
benchmark to inform others employee
influence, improvement social metrics business
compare of the record or
sentiment culture, along and learn the activity to
against future presence and customer
and overall with an ROI procedures of build a metric
snapshots. value of the relationship
adoption & model. test and model
initiative, and management
retention. measure. repository
recruit others data model
to participate.
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 41
42. Social Business Maturity
Figure 9: Match Your Spending Priorities to Your Social Business Maturity
Source: Altimeter Group
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 42
43. Let’s Take a Practical Example
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 43
44. Getting Started: Business Case
Task Example
1. Clearly articulate
Implement a solution to enable continuous collaborative
your social business
sales effectiveness & knowledge sharing
vision
2. Create a thorough
• Improve productivity
business case &
• Reduce sales cycles
detailed business
• Increase sales team retention
goals
3. Define your target Globally dispersed sales force who sells various financial
audience services products & solutions
• A collaborative sales organization that is more readily
4. Define the culture that knowledgeable to educate prospects
this approach • Has resources and SMEs accessible on-demand in the
creates across the field
organization • Is generally more empowered to focus on their core
competency of selling
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 44
45. Getting Started: Business Case
Task Example
4. Support your social • Increase sales readiness to deliver impacts from the field
business case with • More knowledgeable, collaborate salespeople win 65%
data and use cases more business*
(that align with your • Improved access to information can reduce costs by
business goals) $3,300 per employee each year**
• Resistance to change (Champions needed)
5. Identify expected risks • Inappropriate UGC (monitoring & moderation)
and mitigations • Must provide proof of value (clear measurement)
6. What technology • Solution that will grow with adoption over time
solutions do you need • Social networking (connect with others in real time)
to support your • Content sharing capabilities (blogs, discussions, etc)
goals? • Collaboration capabilities (files, ideation, etc)
*Source: Forrester Research
**Source: IDC
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 45
46. In Summary
1. Build a Business Case
2. Identify SMEs & Others to Champion & Get Buy-in
3. Develop a Strategy- Focus First on Key Pain Points
4. Identify Your Audience & Focus on Their Needs
5. Develop Content & Programming Plans
6. Select a Solution That Will Meet Your Needs
7. Listen & Be Responsive
8. Measure, Measure, Measure!
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 46
47. Questions
MZINGA l #1 IN ON-DEMAND SOCIAL SOFTWARE l MZINGA.COM 47
What are some of the dynamics that are changing as it relates to learning – people need to learn faster – adoption of social by peopleCompanies have lost credibility in the marketplaceSales Training Satisfaction Is At An All-Time Low Social media is not a fad, it’s now a way of life. Let’s break up some myths with some real data.CRM efforts did a good job on management but failed at customer and relationship[1] http://www.pewinternet.org/Infographics/Growth-in-Adult-SNS-Use-20052009.aspx
Even through orgs may not yet be adoptingsocail – it is being leveraged by your emplsGain access to information that can impact my job performance, customers, etc
Emps feel empowered when you embrase technology and change to support there ability to do their jobs more effectively
And it also does the same thing for customer engagement – business owners who leverage social technologies to provide improved customer knowledgesharingYour audiences need to expand
Review of the 7 rules
This should be leveraged by the sales team as a way to identify where the prospect is and how to support them in the process…as well as what are the best questions to ask based on priorities and social business maturity? Where does your prospect fall and what example questions do you have?
Targeted solution for sales – meeting their learning needsDispersed groupCommon needs
High level – practical view of creating a business case and the things you would coverHow can an organization get started – what do you need to really be prepared forBusiness case – sell it in your organization – what do you need to cover Start with clear Business goalsDon’t underestimate the significant cultural shiftsStart small – growData and use cases to support why it is necessaryRisks and mitigations – moderation, community managementWhat should be measured and how to do thisExamples on getting started from Mzinga perspective (based on customers and market data)
List links to reference material for sales engagement value – research data, common use case scenarios that support the business goalsTalk about successes and failures – what can your organization learn from what others have done and where can you innovateHow can an organization get started – what do you need to really be prepared forBusiness case – sell it in your organization – what do you need to cover Start with clear Business goalsDon’t underestimate the significant cultural shiftsStart small – growData and use cases to support why it is necessaryRisks and mitigations – moderation, community managementWhat should be measured and how to do thisExamples on getting started from Mzinga perspective (based on customers and market data)
Review of the 7 rules
SOME POSSIBLE QUESTIONS Do companies need a chief customer officer to orchestrate across company silos? Is there a financial return on customer experience? How do you get executive buy-in for customer experience? How do you build a customer-centric culture? Should social media fall into the chief customer officer’s domain?