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Key Take Away : The social transformation in the consumer space, this focus on interaction and relationships is changing the way we work and the way we engage with our customers. We are familiar with how the world has been changed by how people are using the Internet. People are connecting with people in new ways. People can interact with anyone in the world instantly through social networking sites. They can be their own publishers of news, blogs, videos, even music. Publishers no longer have a lock on what gets published and what doesn't. People can rate and recommend products and services at countless sites. Manufacturers can no longer control what gets said about their products. When people are using the internet, they are expecting experiences that are rich and frictionless. They are expecting an exchange around ideas and information, not just the consumption of information. They are expecting a conversation with people and organizations around the products they are interested in.
Key Take Away: social transformation is fundamentally changing the nature of business today Marketers have less control over their brands as customer comments and feedback are becoming more influential to brand perception than advertising or PR Product development is challenged to deliver new products and services quickly and at lower cost to keep up with fast moving, new sources of competition Human resources faces: difficulty increasing worker effectiveness as work becomes more mobile and global, and as a new generation joins the workforce Organizations are paralyzed by security and governance concerns as employees increasingly use public facing social media tools in the workplace
Studies have shown that stand-out organizations are using the web 2.0 tools that consumers depend on to engage with customers and get work done Rheinmetall AG uses embedded web 2.0 collaborative tools to bring together isolated divisions and workgroups into business-wide communities creating flattened, always on and optimized global network of experts. with 100% team transparency, 24/7 project work is possible Typex reduced project management and administrative time by up to 20% speeding less time in email or on the phone by using social and real-time collaboration tools. Celina Insurance reduced inbound call staff by 40% while increasing business by 25% with faster decision-making through the use of real-time collaboration.
What does this approach look like in action? I think you'll find these are some of the calling cards of a social business. A social business is one that has changed the way business gets done. It has embraced these changes and the possibilities offered by new social technologies and is harnessing the opportunities. It sees its network as a system, taps into the collaborative potential of these networks, and applies social analytics to these networks to learn from interactions and associations and take action. Companies that are making this transformation are seeing results: IBM's 2010 CEO Study found that 95% of standout organizations will focus more on “getting closer to the customer” over the next 5 years. Our 2010 CHRO study found that Standout organizations are 57% more likely to allow their people to use social and collaborative tools.
So now let's talk about what a social business looks like. Let's define what we mean by “a social business”: A social business embraces networks of people to create business value. It has three core tenets, and I'll spend a few minutes on each one. Engaged Transparent Nimble
From trying to sell to making connections From large campaigns to small acts From controlling the brand image to being ourselves From hard to reach to available everywhere