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Customer Experience




     Featured Mzinga Webcast:
     Creating Social Business
     Experiences
     October 2011




MZINGA   l    #1 IN ON-DEMAND SOCIAL SOFTWARE   l   MZINGA.COM   1
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
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
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
The pressure on businesses is higher
         than ever to…
MZINGA    l   #1 IN ON-DEMAND SOCIAL SOFTWARE   l   MZINGA.COM   5
                                                                     5
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
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
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
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
Introducing the
     Social Organization…




MZINGA   l   #1 IN ON-DEMAND SOCIAL SOFTWARE   l   MZINGA.COM   10
The Elements of a Social Organization

                                                                                               A New Model




Ideate                                                           Share                                       Listen                                   Change
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Shared under Creative Commons                                    Shared under Creative Commons               Shared under Creative Commons            Shared under Creative Commons
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License                                                          License                                     License                                  License




 MZINGA               l      #1 IN ON-DEMAND SOCIAL SOFTWARE                                           l   MZINGA.COM                                                                   11
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
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
Employees Are Already Using It




MZINGA   l   #1 IN ON-DEMAND SOCIAL SOFTWARE   l   MZINGA.COM   14
New Approaches Improve Satisfaction




MZINGA   l   #1 IN ON-DEMAND SOCIAL SOFTWARE   l   MZINGA.COM   15
Brand & Customer Engagement…




   MZINGA
Source: Forrester   l   #1 IN ON-DEMAND SOCIAL SOFTWARE   l   MZINGA.COM   16
And Overall Customer Experience




MZINGA   l   #1 IN ON-DEMAND SOCIAL SOFTWARE   l   MZINGA.COM   17
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
What does it mean to foster a
     social “customer experience”?




MZINGA   l   #1 IN ON-DEMAND SOCIAL SOFTWARE   l   MZINGA.COM   19
“     …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
“     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
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
Let’s look at a few examples…




MZINGA   l   #1 IN ON-DEMAND SOCIAL SOFTWARE   l   MZINGA.COM   23
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
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
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
What does it mean to foster a
     social “employee experience”?




MZINGA   l   #1 IN ON-DEMAND SOCIAL SOFTWARE   l   MZINGA.COM   27
“        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
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
Let’s look at a few examples…




MZINGA   l   #1 IN ON-DEMAND SOCIAL SOFTWARE   l   MZINGA.COM   30
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
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
Getting Started
     In Your Organization….




MZINGA   l   #1 IN ON-DEMAND SOCIAL SOFTWARE   l   MZINGA.COM   33
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
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
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
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
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
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
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
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
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
Let’s Take a Practical Example




MZINGA   l   #1 IN ON-DEMAND SOCIAL SOFTWARE   l   MZINGA.COM   43
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
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
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
Questions




MZINGA   l   #1 IN ON-DEMAND SOCIAL SOFTWARE   l   MZINGA.COM   47
Thank you!

Alan F. Nugent
anugent@mzinga.com
mzinga.com


Eve Sangenito
eve@mzinga.com
Mzinga.com




  © 2009 Forrester Research, Inc. Reproduction Prohibited

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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
  • 48. Thank you! Alan F. Nugent anugent@mzinga.com mzinga.com Eve Sangenito eve@mzinga.com Mzinga.com © 2009 Forrester Research, Inc. Reproduction Prohibited

Notas do Editor

  1. 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
  2. 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
  3. Emps feel empowered when you embrase technology and change to support there ability to do their jobs more effectively
  4. 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
  5. Review of the 7 rules
  6. 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?
  7. Targeted solution for sales – meeting their learning needsDispersed groupCommon needs
  8. 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)
  9. 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)
  10. Review of the 7 rules
  11. 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?