Social and BIG Data! #socbiz #ibmsocialbiz #bigdata #socialbusiness
I love the concept of systems of engagement and systems of record. These systems of engagement have a need for a diverse range of information from traditional systems of record to new sources such as social media, machine data and enterprise content.
How does Big Data enable this shift?
The new era of computing is built on a foundation of big data, where:
- All data is harnessed for its full potential to power new insights, policies and actions across the organization – both internally and externally.
Analytics helps you understand and anticipate, giving you the conviction to act
- Descriptive data describes ‘who” the customer is and typically refers to information such as age, billing address, preferred contact method etc, and often use geo-demographic information as well
- Behavioral data describes what a customer has acquired and refers to the raw transactions that the customer executes including orders, payments, usage etc, and how they use products and services. This also includes Sensor data from instrumented devices and systems, for example, your cellphone.
- Interaction data describes “how” the customer interacts through all the touch points including email, chat and the notes from contact centers – this typically includes a high proportion of unstructured data (enterprise content)
- Attitudinal data describes how customers think and feel - gives insight into the “Why” (i.e. motivation) – social media is a rich source of attitudinal data along with other sources such as surveys
To turn the mass of global conversations in social media into Useable Insights can improve results in marketing, sales, customer care, product development, and more
What is a Smart Workforce? Social is the difference. #ibmsocialbiz #kenexa #socbiz
One of the emerging trends my clients are telling me about -- as they adopt social business and really embed social in their business processes -- is the idea of a "Smarter Workforce."
One attribute of an organization with a Smarter Workforce is the way they build their teams.
The way we recruit people has certainly changed. It wasn't that long ago that the Sunday newspaper came thick with job want ads, since recruiting in those days meant lots of expensive advertising and endless rounds of interviews. The advent of online job postings streamlined that process for sure, and saved a lot of trees, but there's an even newer trend we're seeing, as social business works its way into the business processes of leading organizations.
Especially at one end of the job market -- when you're after recent graduates and people in the earlier stages of their careers -- newspaper ads won't reach them, and even online job postings are just "meh."
My most successful customers tell us they need to attract talent, not recruit it, and there's a big difference. I think social is that difference. Do you agree?
Attracting top candidates is more than just awareness -- sure they know you're hiring, but now what?
The trick is to attract the right candidates, who have the strengths, career aspirations and personalities your org needs to succeed -- and them match them with the right roles, the right parts of your org, and the right place in your organization's culture.
What do you do at your company? How do you find the right candidates? How do you use social to match the people you attract with jobs you and they want?
The Marble Effect! Build an Intentional Social Business Ecosystem! #ibmsocialbiz #socialbusiness #socbiz
The Marbles have 300% more surface area!! So what does this have to do with Social?
Your voice gets magnified the more people in your network. Your POV and listening impacts the best solution.
Take a look at this picture where you have a tiered Marble impact. The upper tiers have impact and have direct linkage and work with a Social Business Manager. The term “brand ambassador” has been a round for ages, but do we really want to create brand ambassadors? The analogy isn’t quite right. Nor do we want to put pressure on people to mindlessly share content on their personal networks. So you need a bit more of a nuanced approach. An intentional social enablement system!
IBM has been working on a bunch of different enablement tiers that create an ecosystem of social enablement for IBMers. Starting with a foundation of guidelines and policy – see our Social Business Coffee Break from yesterday blog post! – and moving up to general education about social media, cybersecurity and reputation for all IBMers in the Digital IBMer hub. From that tier, IBMers can move into the Forward Thinker Program which enables them to be surfaced on ibm.com and other external experiences – and also to be identified for the IBM Select program, which is a small group of high-tough, bespoke plan enablement for the top tier. All of this is managed by people from many different areas within IBM – the social business managers…we’re not suggesting that we create a whole department of social business managers, but this is definitely an emerging set of skills that people need!
I'd love your thoughts on this approach!!!
Social Business Adoption Best Practice #3: Governance and Policies are crucial! #socbiz #ibmsocialbiz #socialbusiness
We have documented a great set of best practices for Adopting Social Business. With only 22% of managers saying they are "ready" for social, we need to focus on the governance and policies to enable the organization to drive success.
Take a listen to our third best practice!
[youtube=http://www.youtube.com/watch?v=SBI3eEca2b4&list=UU5uf_n9qa5yQOGEXdGn2uKw&index=1]
Social Business Adoption Top 10: #2 - Create a customized experience #socbiz #ibmsocialbiz #ibmconnect
We began a journey of the Top 10 best Social Business Adoption Practices!
Here is best practice #2 -- Customizing the experiences! The experience is part of helping people to learn to work differently. It appeals to the person to help them be more productive and efficient -- in essence , it helps them work the way they want to work!
I'd love to hear your comments on this adoption best practice!
[youtube=http://www.youtube.com/watch?v=So3-Y9Xd2lY&feature=youtu.be]
A new type of community! Introducing BlueWorks!
Communities and social networks are being used more and more by companies to assist their clients on targetted areas.
Yesterday, we continued our work in Social media focusing on a community experience (based on our technology and Cloud) for business users working with their processes.
BlueWorks delivers a community to business users with a set of tools that showcase industry content of best practice processes. For instance, what is the best practice process for opening a new account or gift registry.
Business leaders can begin capturing their strategic intent and link it to their capabilities to ensure that they have the key resources within their organization.
One of the keys to a great community is value that is brought to them. It is The key thing is that there are over 2000 helpful items for the community from papers, podcasts, webcasts, demos, capability maps, and process maps. One of the most value one is over 800 Key Performance Indictors from the industry standard body called AQPC.
Try it out! Tell me what you think!
https://apps.lotuslive.com/bpmblueworks/
Coach -- Crowd Sourcing with Social Media - Know of anyother great examples?
The Coach team crowd sourced its product development of a Tote while holding onto to their brand. I heard from Vanessa Flaherty, Jamie Dicken, and Stephanie Rohlfs on Coach at BlogHer!
A Simple, crowd sourced campaign.
Coach wanted to reach a new and younger market. They wanted to engage the younger generation in a new way. They wanted the consumer to put their DNA onto the next bag. They launch a "design the next Coach tote" contest. It was a completely viral campaign. They received 3200 entries in less than 6 weeks.
People were spending the whole night on designing bags. They replaced focus groups with the natural language. They were about the distribution not the destination. They wanted everyone to use Twitter, Facebook, MySpace, etc. It traveled across 8000 URLs in 6 weeks.
BrickFish's Viral Map:
Key bloggers wrote about the contest. There were over 30 blogs that constantly commented on it . The image was that Coach Cared about what their clients wanted. Brickfish Tracked a viral map of each entry and where all the interactions happened with the brand.
They generated over 6M customer images over 6 weeks! On average people spent 7 minutes on the site and each person influenced over 1,729 people with the viralness of the campaign.
Coach was brave in the way they allowed people interacted with the brand. They ended up on the front page of Google.
They sold out this bag in all stores (small runs!) and the designer's name is inside the bag itself!
Is this long lasting?
Is this novelty or long lasting? I think that people like to co create. We are now in the Generation C world. Generation C is different than the baby boomers, and gen x. Generation C wants to co create, collaborate, etc. I think this will become more important important in fact, perhaps being the primary form of product development.Others doing this?
Do you know of other co creation case studies?
- IBM with development of its WebSphere sMash product.
- NFL football on their advertising.
-
aDiasas on their viral campaign with University students
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WD40 on their work on a product for women.
Check it out here!
http://www.brickfish.com/fashion/Coach?tab=overview
BlogHer -- Fiskar's Use of Fiskateers!!! Great social networking case study!
Fiskars! 360 year old brad is the second case study at BlogHer. Three talented women spoke: Angela Daniels,
Carrie Woodward, and Suzanne Fanning
How did social media start at Fiskars? They started with what do people think of when they think of the brand Fiskars. They wanted to build an emotional bond with Fiskars.
They decided to go after the passion about scrapebooking and sharing their lives. Fiskars used Brains on Fire to find 5 people that are passionate about scrapebooking. It was kind of like like American Idol!
They found 5 top women and brought them up to Fiskar to teach them about Fiskar's products. They met with all the key folks there and they were able to "play" with the materials for scraping! We got to see our business through their eyes. These women were so excited to see the building, the development, and it was that moment of seeing their excitement that I knew we had done the right thing!
Now, they paid their advocates because of the amount of time they would spend on this project of blogging about the Fiskars products. They paid them for 20 hours, but they loved it so much they did more than 80 hours. They were clear in their disclosure on the blog itself. They are not paid to positively blog about the company. They are paid to plan contests, crafts, and projects.
Interesting point to this case study. They created Fiskar- Teers! They gave these cool and different scissors -- so that even when someone didn't want to talk about the Social Network and Blogs on Fiskar, people would ask...where did you get those scissors? (Note over 60K comments about the coolness of the scissors!!)
The Fiskateer site launched in 2006! They wanted 200 people to talk about their products. They had 200 within the first 24 hours. 1100 by the end of 2006 and today they have over 6417 active Fiskateers -- 70 countries and all 50 States!!!
Gallery of pictures gets 11K comments, and 7K uploads of pictures of the work itself.
Fiskar increased their brand image a lot! 600x mentions in other sites outside their own site!!! WOW!
Fiskar started this as a PR action. However, now they use the information in product development, marketing, and service and support.
Another great case study! Stores that had Fiskar participants had 3x the sales for the company!!
They are using as well in some of their other areas. Examples included teacher community but not a special group.
Their best advice...they did this from the grassroots effort. They did a countdown to the FiskarTeer launch! They had 24K visits in the first day! What did they do to get people there? They did a grass roots effort. They reached out to those who were excited about their program.
Did you know? Featured in WITI Keynote Tomorrow -- Social Media Statistics!
In preparing for this week's WITI keynote, I found some great factoids!
First, over 1/5th of the world’s population are online - that's over 1.2B people. The number of text messages sent and received every day exceeds the total population of the planet! WOW!
If MySpace were a country, it would be the 11th largest population.
45% of Facebook’s audience is now 26 or older, with women over 55 the fastest growing group!
Between February 2008 and May 2009, the Twitter community grew by over 4,000% to an estimated 20 million+ users. In December 2008, over 14 billion web videos were viewed by 150 million online Americans, an increase of 13% over November ‘08!
People with more than twenty connections on LinkedIn are thirty-four times more likely to be approached with a job opportunity than people with less than five.
All 500 of the Fortune 500 are represented in LinkedIn. In fact, 499 of them are represented by director-level and above employees!
Send me your factoids!!!
Mini Case #2: Personal Branding in a Social Media
Personal Branding and Networking with Social Media:
One of the top issues that I see as I mentor a folks is in how they network. I started thinking about how my networking as changed, blending the in person with the online. Interesting note, from IDC study, more women than men use social media and networking for work and personal but from Time, 63% of Twitter users are male!! Interesting -- another blog on that later!!
I considered some examples on Networking through social meida to learn from what others do.
Some Examples:
Top 10 for your Personal Brand and Social Media!
- Determine what personal brand is! Make sure your avatar, blog, words reflect that personal brand.
- Listen first. Use a set of listening tools to understand the area of domain of your personal brand. Follow the social media leaders in those domains whether that is Tim O'Reilly on technology or Obama on politics (he is no longer active! Disappointing!) For instance, the most popular technology blog is TechCrunch as of January 2009. If you are a technologist, this would be one to keep your eye on. If you are a dog lover, perhaps it is http://www.dogster.com/
- Determine your personel wheel of influence. Know who will personally be your tippers in influencing your brand. I recommended in my book on Marketing 2.0 to develop your Personal Wheel of Influence.
- Select your Tool Of Choice! Get started online based on your interest in the tool for you. You must be active, so to be active, you need to love the interactions! There are over 150M active users on Facebook in over 170 countries. Is your tool of choice MySpace, Twitter, Flickr, LinkedIn, Facebook or all of the above!
- Be interesting and relevant- open up on who you are! Always ask is what I am doing right now online consistent with what I want my personal brand to be. To show relevance you really must keep up on the conversation. In my last seminar, people asked how much time I spend on blogging, twittering, etc. What I do is to book time on the calendar to read and explore, and then twitter and blog throughout the day. Because I love it, I keep up even on the weekends!
- Be Bold. Ask people to follow your blog or your tweets. From a set of Social Media stats, the number of followers for a active twitterer is 86,000!!! Also drive your awareness by using the tools like Google reader, StumbleUpon, Digg, and Del.icio.us.
- Dialogue! Comment on other's blogs, tweets, The better your comments are, the better you domain and skills will be demonstrated, opening up networking opportunities.
- Think about others. My grandfather always told me "do unto others what you'd have them do to you" so thank those who help you, link to others on your site, tweets, etc. It will come back to you tenfold. For instance, Mike Moran has assisted me in several areas and I have repricoated as he left IBM. (Check him out .. an incredible guy http://www.mikemoran.com/biznology/blog/
- Use multi media. Videos of course can help your network get to know you in a different way than words can. YouTube has over 70M videos uploaded because people are inherently social creatures. Buy yourself a flip and get going!
- Start your own network! On LinkedIn for instance, I joined an author's group. I didn't start it but joined it! You can increase your networking via the tools you choose!
Let me know what works for you. Given the response, I'd like to study this one deeper!