Get BOLD
Social Business Agenda
Sandy Carter | VP, Social Business Evangelist
IBM Corporation
Follow me @ sandy_carter
http://twitter.com/sandy_carter
Subscribe to my blog
http://socialmediasandy.wordpress.com/

The Fifth IT Era:
The era of Social Business
Social
Internet
PCs
Departmental
Mainframe
$100B by 2015

What is a Social Business?
Use of collaboration/social
Engaging networking to enable global teams
To work more effectively
Outperformers
44%
Transparent
57%
Underperformers MORE
28%
Nimble Source: IBM CIO Study, 2010
Note: Outperformers are derived from an analysis of the compound annual growth rate (CAGR) for
2003-2008 EBITDA within industries. Outperformers represent companies above the median: n=203
Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business”
by Sandy Carter, ISBN: 0132618311, Copyright © 2011, IBM Press © 2011 IBM Corporation

Social Media vs. Social Business
Social Media Social Business
Nimble
Engaged
Transparent
Primarily marketing and PR Encompasses organization
and business processes

The Social Business Agenda
Align Organizational Goals & Culture
Gain Social Trust
Engage Through Experiences
Network Your Business Processes
Design for Reputation and
Risk Management
Analyze Your Data
Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter, 5
ISBN: 0132618311, Copyright © 2011, IBM Press

Goals
Drive the Appropriate Engagement Model, Tools & Analytics
CULTURE eats strategy for lunch!
BASF

Gain Social Trust
15%
Friends
Transparent Responsive
Tippers &
& Open Followers Consistent
Expertise
Transparent & Open
Consumer Dealer Reviews
Expertise & Leadership
Expert Advice on Car Buying
Responsive & Consistent
Rapid Response Time

Engage through Experiences
What is an Exceptional Experience
The Usage Life Cycle Engagement
1st Time Regular Passionate
Unaware Interested Participant Participant Participant
Source: “Designing for the Social Web” by Joshua Porter
Consumption
Integrated
Interactive
Identifying

Engage: Integrated

Engage: Interactive
Use of Gaming, Mobile, Virtual Gifting, Video
Virtual Gifting:
Gaming: 20% more
Increased Recall purchases of real
Godiva
Mobile: Engage
fans everywhere
© 2011 IBM Corporation

Engage: Identifying
Personalized Experience; Knowledge of You
Personalized, multi lingual
dealer portal
© 2011 IBM Corporation

(Social) Network Processes
Social Business
 Listen to market
Outcomes  Build advocates
Traditional Business
Marketing,
Customer  'Push' marketing
 Control brand  Embed social in process
Service
 Connect in and outside
Product
 Invest R&D
& Service  Build communities
 Ideas from inside
Development  Act small
Operations,  Siloed
Human  Rigid
Resources

Social Enable Your Marketing
OLD PROCESS: Direct Mail, eMail, Telephone, Advertising, PR, Events
Lead Generation Lead Nurture Lead Conversion
Marketing Process
SOCIAL ENABLED PROCESS: IBM
Add in Social!
• WATSON
eBook Twitter, Content
Blogs Activation
Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter, © 2011 IBM Corporation
ISBN: 0132618311, Copyright © 2011, IBM Press

Social Enable – Product Development
OLD PROCESS:
Reqmts Definition Develop Ramp Up Life Cycle
& Concept & Plan & Qualify & Launch Mgmt
Product Development Process
SOCIAL ENABLED PROCESS: COACH
Add Crowdsourcing!
• 6 million engagements
• 8.5 mins with the brand
vs avg 1.2 mins
• Brand awareness
increase in ages 12-24
Crowdsourced Bags

(Social) Network your Processes:
HR Resource Sharing
OLD PROCESS:
Collaboration Resource Productivity Future
Sharing Planning
Human Resource Process
SOCIAL ENABLED PROCESS: Celestica
• Brainstorming new
ideas
• 2,000 Corporate
Champions
• Share Process Best
Practices
• From Silo to Unified
Company
2010 Celestica #1 Game
Changer Award Winner
Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,
ISBN: 0132618311, Copyright © 2011, IBM Press

Value of Social Business
15% Marketing & Sales
Increased revenue
R&D
20% Increased time to
market and successful
innovation
HR & Talent Management
30% Increased speed to
knowledge and experts
“The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010

Analytics: Gatorade's Command Center
SENTIMENT
AFFINITY ANALYTICS
 Dimensional
 Relationship Analysis
Tables  Filtering
 Relationship Matrix  Voice
 Relationship Graph
COMPREHENSIVE EVOLVING TOPICS
ANALYSIS
 Keyword Search  Relevant Topics
 Dimensional  Associated Themes
Navigation  Ranking and Volume
 Drill Through to
Content
Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter,
ISBN: 0132618311, Copyright © 2011, IBM Press

Value for You! New Opportunities!
• Community Manager, Social Business
Manager
• Social Analytics Manager, Social
Innovation Manager
• Social Reputation and Risk Manager
• Social Customer Support Manager
“The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010

Available August 2011
Order advance copies NOW:
ISBN-10: 0132618311
ISBN-13: 9780132618311
Follow me @ sandy_carter Subscribe to my blog
http://twitter.com/sandy_carter http://socialmediasandy.wordpress.com/