Issues in approaching value creation projects with microblogging and social media

1. Microblogging
- Issues in creating value -
Marcello del Bono, MBA
Microcamp Milan, Italy
24 May 08
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2. Markets are conversations…
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3. …often public ones
Hi
Frequency of
Stresm of conversation
•Phone
•Chat
•IM •Microblog
PUBLIC
PRIVATE
One •SMS Many
To
To
One Many
•Web Forum
•e-Mail
•Blog
Low
Frequency of
stream of conversation
Adapted from:
http://www.slideshare.net/stripedshirt/microblogging-101-for-corporate-communicators/
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4. …potentially a world of opportunities
Worldwide
Italy
Source: Twitterfacts, Hitwise, Twitter.com
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5. So, how do Organizations create value with it?
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6. Micro-blogging usage in organizations
- Personal Branding - Facilitating collaborative experience
- Hangin’ on - Promoting special offers
- Get feedback - Ideas bank
- Hire People - Personality Observation
- Signalling new links - Understanding other departments
- Understanding people activities
- Notifying customers - Understanding other departments
- Event updates priorities
- Take notes - Hidden Knowledge hunting
- Find prospects - Domotics
- Provide live coverage - …
- Set Up Meetings
- Acquire votes
- Reading news
- Promoting events
- Building conversations
- Sending Press releases
Our elaboration from:
http://www.slideshare.net/stripedshirt/microblogging-101-for-corporate-communicators/
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7. Which are the Issues?
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8. When all you have is a hammer …
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9. Traditional value creation view…
Free Cash Flow
9000
8000 Anticipate and
7000 increase revenues
6000
5000
4000
3000 Reduce, avoid
2000 and postpone
1000 costs
0
-1000
-2000
2008 2009 2010 2011 2012
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10. ...but excess of control can freeze enterprenuership
destroying value
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11. So let creativity flow…
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12. Ach!
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13. You need to balance your vision
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14. Tool 1 Strategy map
- simplified example -
Cash
Flow
EF
Cross Communities
CS
Selling Involvment
New Right Cust. To
Efficiency
products Right channel
IP
L&G
Hiring/Staffing Right tools
Right climate
The best people & info
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15. Tool 1 Strategy Map
- Web project -
Cost/Benefit
EF
CS
On Budget On Scope. On Time
Proj. Project Project
Integration Risk Mgmt. Communic.
IP
Recognizing Staffing
L&G
Individual The best people
Learning
Performance Leveraging
Knowledge
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16. Tool 2 Strategy Map and MB benefits linkage
- a whole company example -
Cash
Gaining Networking
Flow
EF
feedback
Cross Communities After sales
CS
Selling Involvment Support
Activity Rep
New Right Cust. To
Efficiency
IP
products Right channel
Team
building
L&G
Hiring/Staffing Right tools
Right climate
The best people & info
Status/Mood
Personality Being
Link
Analysis Involved/Inform. Last minute
Sharing
changes
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17. Tool 2 MB Benefits linkage
- Web project -
Gaining
ERP feedback
Cost/Benefit
EF
CS
Ob Budget On Scope. On Time
Team
building
Proj. Project Project
Integration Risk Mgmt. Communic.
IP
Bank of
Ideas
Recognizing Staffing
L&G
Individual The best people
Learning
Performance Leveraging
Knowledge
Cross-
Activity Rep Seeding
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18. Tool 3 Quantifying benefits
Benefits impact
BENEFIT Strategic impact KPI Business Impact
Networking Community involvment Sales increase 5%
Gaining feedback Innovation Shorter time to market 15 months
After sale support Right Channel to right Cost to serve -8%
…
Financial benefits impact per year (Euro .000)
Year 1 Year 2 Year 3
Sales increase by 200 280 320
Cost to serve -70 -80 -90
…
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19. Tool 4 – Understanding strategy and benefits
• Review of existing strategic documentation
• Brainstorming
• Interviews
• Workshops
• A day in the life of…
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20. Tool 5 – Identify roles and responsibilities of
the activities
Microblogging user requirements
definition - Example - IT MKTG Administration Proj manager Team Sponsor
1) identify interviewers R C
2) Select Interviewees C C C R C
3) Schedule interviews R C
4) Prepare Interviews A R
5) Conduct Interviews A R I
6) Analyze and document interviews
finding A R
7) Publish requirements A R C
8) User Validation R R R A I
R = Responsible (execute)
A = Accountable (Yes or No)
C = Consulted before
I = Informed After
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21. Tool 6 – Identify roles and responsibilities of
the strategic objectives
Do it!
R = Responsible (execute)
A = Accountable (Yes or No)
C = Consulted before
I = Informed After
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22. Tool 7 – The Social Media family
RSS Feeds Mashups Blogging Co-creation
Folksonomies Rating/Ranking
Internet Podcasting Community Discussions
Online Social Networks
Tagging Instant Messaging microblogging
Citizen Journalism Widgets Wikis
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23. …just avoid the
upside-down “…
everything looks like
a nail” attitude
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24. Skills – Be a fast learner
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25. Skills – Learn how to delegate
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26. Skills – Rock. Do a terrific job
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27. Finally, be rational and be passionate
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28. About me
- Marcello del Bono -
He has worked as a Consultant since 1990 in Big 4 consultancies, Media
and Television companies and as a free lance.
He has an MBA-Master of Business Administration awarded by the SDA
Bocconi's School of Management in Milan, a Master in International
Marketing and Trade, a Political Science-Economics Degree from the
University of Milan. He is also internationally qualified as a Programme
Manager and Project Manager.
He is looking for digital companies willing to be helped on Marketing and Business
Development processes in Italy or across the world.
Blog http://marcello.delbono.eu
Linkedin http://www.linkedin.com/in/marcellodelbono
Twitter http://twitter.com/delbo
e-Mail marcello_delbono @ yahoo.it
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29. Licensing and copyright
• Except for the photographs (see next point)
this work is licensed under an Attribution
Creative Commons 3.0 license.
• All Photographs in this work are used with
permission. Copyright of photographs used
in this presentation is owned by the original
artist. Rights to reproduce or use the
photographs must be obtained directly from
artists
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