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					Social Media – Social CRM – What is in it for you

Rick Mans - Social Media Evangelist
       The Perfect Storm has changed
              Business Focus
Business has been hit with;

•   The Credit Crunch
•   Globalisation of Competition
•   Commoditisation of key Activities
•   Customisation requirements for Products
•   Expectations for new levels of online
    Services

and then there is the Technology
impacts around;

•   The Ubiquitous Connectivity
•   Social Collaboration and Networks
•   The arrival of ‘The Cloud’
•   etc …..
                                              Another big switch
                                            Web 1.0                                                                            Web 2.0
                                                                                            Traditional media               Google search
Mainly narrow band




                                                                                                                                                                Mainly Broadband
                                                                                                                                      Flickr
                                                                                   Alternative
                                                                                      media
                                                                                                                                      netvibes
                      Publishing is complex and limited    Value is created by
                     to few traditional media and online   aggregating content
                                  merchants                     (portals)                                                             Wikipedia
                                                                                        Easy and free publication for all
                                                                                                                             Value is generated by tools allowing
                                            2004                                 2005                                        to publish easily




                        Broadband is (becoming) a right in Spain and Finland
 Technology and social factors have converged over the past few
     years to create a phenomenon called social computing

     TECHNOLOGY
      Cheap hardware and software reach the masses.
      Simple devices that anyone can operate.




     SOCIAL CHANGE
      Consumers look for cost and time efficient technologies, ways to make their voices heard.
      Younger techno savvy generations pioneer the use of personal networks and viral communication.


Source: Forrester (2006) – Social Computing.
                 Internet statistics
•   100 billion – The number clicks per day
•   55 trillion – links on the Internet
•   5% - The percentage of global electricity used for the Internet
•   90 trillion – The number of emails sent in 2009
•   81% – The percentage of emails that were spam.
•   200 billion – The number of spam emails per day (assuming 81% are
    spam).

•   1 million - IM messages per second
•   8 terabytes – Traffic per seconde
•   234 million – The number of websites as of December 2009.
•   47 million – Added websites in 2009.
             Social Media statistics
•   24 – Hours of video uploaded every   •   1,73 billion – Internet users
    minute onto YouTube                      worldwide (September 2009).
•   600k - new members on Facebook       •   18% – Increase in Internet users
    per day                                  since the previous year.
•   900.000 -The number of blogs         •   126 million – The number of blogs
    posts put up every day                   on the Internet (as tracked by
                                             BlogPulse).
•   700 million – The number of photos
    uploaded per day on Facebook         •   27.3 million – Number of tweets on
                                             Twitter per day (November, 2009)
•   400 million – People on Facebook.
                                         •   57% – Percentage of Twitter’s user
•   50% – Percentage of Facebook             base located in the United States.
    users that log in every day.
                                         •   4.25 million – People following
•   500,000 – The number of active           @aplusk (Ashton Kutcher, Twitter’s
    Facebook applications.                   most followed user).
•   84% – Percent of social network      •   1800 – only this many people are
    sites with more women than men.          following Rick Mans
                                                          The Intelligence is in the Connections
                                                                                                                                                Intelligent Web
                                                                                                                                             Web OS
                                                                                                                                                            Web 4.0
                                                                                                                                                                  2018
                                                                                                                          Semantic Web
                                                                                                                                                        Intelligent personal agents
Connections between Information




                                                                                               Real-Time             Web 3.0 Natural Language Search
                                                                                                            SWRL
                                                                                                                                         Activity streams
                                                                                               Web AJAX SPARQL
                                                                                               OpenID
                                                                                                      OWL                   2009
                                                                                                                                 Lifestreaming
                                                                                                                 Semantic Search
                                                                                                                                                Microblogging
                                                                                    Social WebRDF RSS ATOM
                                                                                           P2P                           Mashups
                                                                                                                                  Widgets
                                                                                                                             Office 2.0               Memetrackers
                                                                                     Javascript
                                                                                 SOAP XML
                                                                                                    Flash    Web 2.0        Blogging     Social Media      Virtual worlds
                                                                                                Java             1999
                                                                  The Web            HTML
                                                                                                                                     SaaS    Social Networks
                                                                                           HTTP         Directory Portals  Wikis
                                                                                VR
                                                                                                                Keyword Search     Lightweight Collaboration
                                                     Online ServicesBBS                Web 1.0           Websites
                                                                           Gopher
                                                                                         1989
                                                              MacOS     SQL                       Consumer online services
                                                                                  Groupware
                                           The Desktop            SGML
                                                                               Databases     Multimedia
                                                          Windows
                                                                                             CDROMs
                                                                        File Servers
                                  The Internet                PC Era
                                     FTP      IRC Email          1977
                                          USENET
                                   PC’s        File Systems




                                                                                     Connections between people
Kevin Maney
IT SEEMS TO BE LIKE PINK FLOYD LYRICS: IT
CAN MEAN DIFFERENT THINGS TO DIFFERENT
PEOPLE, DEPENDING ON YOUR STATE OF MIND
For me Social Media is

HUMAN INTERACTION IN A
VIRTUAL WORLD
who are you?




       http://www.flickr.com/photos/greenboy/416052683/
                                             A new generation
                                                                                                 Generation Y, The Millenials,
                                                                                                   Digital Natives… the future
                                                                                                    generations are infinately
                                                                                               connected, born and raised digital,
                                                                                                   and favour values such as
                                                                                                  connectedness / community,
                                                                                                   environmental awareness,
                                                                                                    authenticity, freedom and
                                                                                                    friendship above all else.


                                                                                                    What does this mean for a
                                                                                                           company




• Cut and paste Generation: Today’s youth create their own authentic style but combining different styles.
• Generation Search: S=searching and sharing, E=equilibrium, A=achieving, R=rules, C=commitment, H=harmony.
• Digitale Generatie: Todays youth … Jongeren van nu vinden het leven in de virtuele wereld even vanzelfsprekend als daarbuiten; de
  eerste generatie die opgroeit met digitale media.
• My Media Generation: Today’s youth have three basic needs: community, selfexpression and personalisation; the first 'global' generation
  That can customize everything to its own taste and wants.
• Generatie Einstein: Todays youth is smarter, stronger and more social: the first positive generation!
                       Generation V
Generation Virtual is used to describe a growing online culture in which
people participate, often anonymously, through personas in a flat, virtual
environment. Generation Virtual is not defined by age, gender, social
demographics or geographic location. It is based on demonstrated
accomplishments (merit) and an increasing preference for the use of
digital media channels to discover information, build knowledge and
share insights.




                                             The Business Impact of Social Computing on Marketing and 'Generation Virtual‘ –
                                             Gartner ID Number: G00158087
Or in a more visual way
Multiple Online Personas
  THE END
OF THE WEB
AS WE KNOW




             http://www.flickr.com/photos/naturalturn/3264726560/
The Internet and its attendant array of
consumer devices, networks and content sources have
fundamentally changed how customers, employees
and partners expect to interact with the enterprise
(Gartner CIO survey 2008/2009).
INTERNET RETAILING IS RESPONSIBLE
FOR CIRCA 10% OF TOTAL SALES, THIS IS
EXPECTED TO GROW NOT SHRINK
HOWEVER, SOCIAL MEDIA AND
NETWORKS INFLUENCE A VERY
SIGNIFICANT PORTION (GREATER THAN
40%) OF ALL OFFLINE SALES.
The Historic Focus of CRM projects vs How Customers buy things
                            today
                  Wikipedia about CRM


Customer relationship management is a broadly recognized, widely-
implemented strategy for managing and nurturing a company’s
interactions with clients and sales prospects. It involves using
technology to organize, automate, and synchronize business
processes—principally sales activities, but also those
for marketing, customer service, and technical support. The overall
goals are to find, attract, and win new clients, nurture and retain
those the company already has, entice former clients back into the
fold, and reduce the costs of marketing and client service.
Social CRM
Social CRM is your existing CRM plus the ability to
leverage the social web and kick start, manage and
ultimately automate the conversation process. Its power
lies in the ability for all parts of the organisation but
mostly customer services and sales/marketing
teams to listen in on conversations (social
voyeurism), craft compelling messages, join in on
customer conversations (Twitter is being increasingly
used in this context) and offer people added value
information in real time.
Social CRM is a philosophy & a business strategy,
supported by a technology platform, business rules,
workflow, processes & social characteristics,
designed to engage the customer in a collaborative
conversation in order to provide mutually beneficial
value in a trusted & transparent business environment.

It’s the company’s response to the customer’s ownership
of the conversation
Evolution of Organizational Mindset
      !
                                                              !
                                                                           !
                Transaction                             !
                Feedback                                                       Interaction
  Employee                Customer                                             Conversation
• Innovation comes from one specialized source within                          Contribution
  the company (innovation group)
• Frontline employees communicate targeted messages
  for transactional operations                                 Employees                         Customers



                                                        • Innovation is gathered from all employees as they are
                                                          closely connected to the final customer and to each other
                                                          via internal web 2.0 tools. Customers are in the center of
                                                          the innovation cycle.
                                                        • Frontline and non frontline employees engage
                                                          conversations including new customers in the context and
                                                          rerouting conversations. New set of employee skills
                                                          needed.
                  Evolution of Technology
                                                                                   Monitoring /
                                                                              Interconnecting tools



                                                                               Conversation tools              Data
                                                         Customer                                              mining
                                                         Owned
                                                         Data     RSS                                 Forums

                 Process Support                                                Process Support

                Account Management                                             Account Management
                Contact Management                                             Contact Management
                Activity Management                           Blogs            Activity Management         Widgets
              Lead / Opp Management                                          Lead / Opp Management
              Campaign Management                                            Campaign Management
                 Sales Management                                               Sales Management
               Service Management…                     APIs                   Service Management…                 Open Id
                                                                                                      Podcast
                                                                  Wikis


• CRM Solutions focused in automating and supporting                             Social Networks         Cloud
  internal business processes                                                                         Computing
                                                                      Brand monitoring
                                                                      services

                                                        • CRM Solutions focused in community creation internal and
                                                          externally
WHAT IS IN IT FOR YOU
 Building meaningful relationships



• With your friends and colleagues
• With people you don’t know (yet)
• Build trust
Increased visibility




Become the go-to-expert
       Mind sharing and insight


•   Get new insights (for free)
•   Help others
•   Get feedback and input from experts
•   Share your information
     (Business) Opportunities



• You can be connected to more people
• More people will be able to find you
• They will be aware of your expertise
         Goldrush



Just like the gold rush, this is going to
   end…what are you waiting for?
         Rick Mans
     rick.mans@capgemini.com
           +31 6 512 10 144
      http://twitter.com/rickmans
http://www.linkedin.com/in/rickmans

				
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posted:5/19/2013
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