Global Business Services – Strategy & Analytics
Social
© 2013 IBM Corporation
Global Business Services
© 2013 IBM Corporation
Global Business Services
AGENDA
Welcome
Compelling
reasons
& Introductions
To act
1
UX Perspective
Entry points
& Creative Preview
2
Transformation
SolutionsPerspective:
portfolio
w3.ibm.com
3
Roadmap
How to engage
Discussion
4
5
Client
examples
Requirements
Assessment
3
© 2013 IBM Corporation
Global Business Services
4
© 2013 IBM Corporation
Global Business Services
The use of digital, mobile and social media
is transforming the way business and consumers
interact
causing a seismic shift in the way business is done
•
Employees: are using social media in all facets of their lives, including work
•
Customers: are leading the conversations that define brands
•
Partners: are interacting to accelerate business value
•
Organizations: are crowd-sourcing ideas to bring new solutions to market
…this shift is enabled by technology enabled social interactions
Mainframe Departmental
PCs
Internet
Social
©2011 IBM Corporation
© 2013 IBM Corporation
Global Business Services
EMPOWERED CUSTOMER PUT BUSINESSES TO THE TEST
86%
use multiple
channels
61%
78%
of consumers
trust peer
recommendations
trust friends’
reviews more
than experts’
4 in 10
Smart phone users
search for an item
in a store
75%
do not believe
companies tell
the truth in ads
58%
are more priceconscious today than
they were a year ago
6
80%
of CEOs think they
deliver a superior
customer experience
8%
of their
customers
agree
© 2013 IBM Corporation
Global Business Services
7
© 2013 IBM Corporation
Global Business Services
AGENDA
Welcome
Compelling
reasons
& Introductions
To act
1
UX Perspective
Entry points
& Creative Preview
22
Transformation
Perspective:
Solutions
w3.ibm.com
3
Roadmap
How to engage
Discussion
4
Requirements
Client examples
Assessment
5
Discuss
Final Presentation
8
© 2013 IBM Corporation
Global Business Services
SOCIAL BUSINESS OFFERING
Aligned with Front Office Transformation
Buyer Aligned Offerings
Workforce & Internal
Marketing & Sales
Customer Service
Social Business Strategy
Advisory
Competencies
Change Management (Governance, Culture, Training, Adoption)
Social Intelligence
Transformation
Social Collaboration
Social Platform Enablement
Enablement
9
© 2013 IBM Corporation
Global Business Services
SOCIAL BUSINESS PLATFORM AND SOLUTIONS
1
0
© 2013 IBM Corporation
Global Business Services
The Social Business Offering includes components addressing
four stages of implementing a Social Business
Strategy
Build
Integrate
Roadmap
Business Case
Vision
Enable
Optimize
Adopt
Analyze
Insight
Deploy
Communicate
Train
Enhance
Leverage
© 2013 IBM Corporation
Global Business Services
Strategy
and
Welcome
Solutions
portfolio
& Introductions
1
UX Perspective
Entry points
& Creative Preview
2
Transformation Perspective:
Solutions
portfolio
w3.ibm.com
3
Roadmap
How to engage
Discussion
4
5
Requirements
Assessment
Client
examples
12
© 2013 IBM Corporation
Global Business Services
Social Business
A word on AGENDA
A
A
Align Organizational Goals & Culture
G
G
Gain Social Trust
E
E
Engage through Experiences
N
N
Network Your Business Processes
D
D
Design for Reputation & Risk Management
A
A
Analyze Your Data
© 2013 IBM Corporation
Global Business Services
Strategy
and
Welcome
Solutions
portfolio
& Introductions
1
UX Perspective
Entry points
& Creative Preview
2
Transformation Perspective:
w3.ibm.com
Solutions
portfolio
3
Roadmap
How to engage
Discussion
4
5
Requirements
Assessment
Client
examples
1
4
© 2013 IBM Corporation
Global Business Services
BOSCH
Enterprise social for a connected, collaborative, and entrepreneurial global workforce
The need:
Bosch needed to drive social at an enterprise level to a) connect its global
workforce for networked communication and collaboration, b) provide access and
visibility to skills, knowledge, and ideas internally and externally as a method to
create new business opportunities, c) become more entrepreneurial, flexible, leaner
and efficient, and d) integrate its diverse working environments and cultures.
Client:
The Bosch Group is a leading global
supplier of technology and services
with € 52Bn sales and 305,000
employees.
IBM Revenue:
The solution:
Bosch launched an Enabling Enterprise 2.0 project to govern and drive the
adoption of BOSCH.Connect (Connections platform) throughout the company.
IBM GBS was engaged to roll out the initiative across the globe and was selected
as a trusted partner based on IBM’s deep Social Business consulting practice,
technical know-how, and diversified and global presence.

The benefits:
1
5
€ 1.2M
Solution Capabilities:
Digital Front Office
Service Offering:
Social Business Strategy, Social
Business Process / Governance /
Culture
Further to the consulting services, IBM is now leveraging its development and
research capabilities around collaborative and social platforms and partnering with
Bosch on leading edge research projects such as the ongoing Smart Social Q&A
for BOSCH.Connect.
© 2013 IBM Corporation
Global Business Services
Jam Visualization Analytics @ large global bank
Client:
Barclays Bank PLC is a UK
based financial services group
serving 25 million customers
and employing 118,000 people
in 60+ countries.
Visualization provides rapid and actionable insight for large datasets including
those generated in online forums, discussions and Jams



Explore JAM corpus with demographic queries/ filters
Topic and sentiment analysis
Dashboards for viewing the snippet results
IBM Pipeline:
~$ 47M
Solution Capabilities:
Social Intelligence, Social
Networks, Social Portal
Service Offering:
Social Business Strategy,
Social Workforce, Social
Customer Care, Social Sales &
Marketing



What are the top clusters of the Jam/forum?
What are the top topics of each cluster?
What is the context of each topic?




1
6
What are the top keywords mentioned in posts?
What are the topics of the posts and the key themes?
What concepts co-occur with and help explain the top themes?
What is the sentiment of the key themes?
Eli Lilly RWE KM Workshop
© 2013 IBM Corporation
Global Business Services
Retailier at Brazil hired IBM to develop their Social Media strategy
Business Scenario:

Although the company had already some Social presence, the engagement
with their followers was low and the brand position was not smooth across
the different channels.

The customer care through the social network was also available, but
without integration with the other channels, affecting the customer
experience.
Current situation, communication efficiency and
customer care, global benchmarking .q
Facebook
Talking about/Likes
Walmart Brasil
Fast Shop
Challenge
Magazine Luiza
eBay
Ponto Frio
Sephora
Best Buy

Amazon
How to better explore the social media potential to improve the customer
relationship, adding value in each interaction , monetizing each contact with
the client..

5%
10%
15%
20%
25%
30%
Roadmap de iniciativas necessárias para estar inserido de
forma consistente nas redes sociais.
IBM Solution:

0%
Using the following methodology:

Benchmarking of current situation with the market

Customer and Employees social behaviour analysis

Local market analysis

Content Management processes , customer interaction and
campaigns in the social media
Roadmap with the action plan to be more SOCIAL oriented
© 2013 IBM Corporation
Global Business Services
Strategy
and
Welcome
Solutions
portfolio
& Introductions
1
UX Perspective
Entry points
& Creative Preview
2
Transformation Perspective:
Solutions
portfolio
w3.ibm.com
3
Roadmap
How to engage
Discussion
4
5
Requirements
Assessment
Client
examples
1
8
© 2013 IBM Corporation
Global Business Services
IT IS A JOURNEY
The Pipeline
Delivery
Strategy
Focus on the next
social capabilities –
bold ideas
Awareness
Understanding
What ‘social business’
means to IBM and our
clients
How to listen to
what your clients
are saying and
recognize the
‘social business’
opportunity
Approaching a
social business
engagement and
engaging the right
IBM resources
The transformation
and growth begins
1
9
© 2013 IBM Corporation
Global Business Services
IBM’s Journey to becoming a Social Business
400,000+ employees
in over 200 countries
50% workforce
has less than 5 years of service
71% of employee population
is outside of the US
Social Business
2008 and beyond
50% of employees
Social Networking
work remotely,
not from a traditional office
2004
Collaboration
2000
Mobile Office
1990s
Traditional Office
1980s
© 2013 IBM Corporation
Global Business Services
Strategy
and
Welcome
Solutions
portfolio
& Introductions
1
UX Perspective
Entry points
& Creative Preview
2
Transformation Perspective:
Solutions
portfolio
w3.ibm.com
3
Roadmap
How to engage
Discussion
4
5
Requirements
Assessment
Client
examples
2
1
© 2013 IBM Corporation
Global Business Services
Questions?
22
© 2013 IBM Corporation