Six Stages of Social Business
How to Integrate Social Across the Enterprise…and Why it Matters.
John Nolt
Senior Director, Product Management
Oracle Social Cloud
@a1phab3t
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Technology Changing Everything
Mobile, Digital, Social via the Cloud
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Social is Influencing Purchasing Decisions
40%
90%
o Four in ten social users have
purchased an item online or
in-store after sharing or
favoriting it.
o 90% of all purchases are
subject to social influence.
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Social Giving Customers a Voice & Platform
Promoted Tweet to
300k after a negative
luggage experience.
How does a billion
dollar corporation only
have 9-5 social media
support for a business
that operates 24/7?
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Consumerization has Affected Your Business
“If you make customers
unhappy in the physical world,
they might each tell six friends.
If you make customers unhappy
on the Internet, they can each
tell 6,000.”
Jeff Bezos, Amazon CEO
Mass media
Internet/1:1
Social/Mobile
Source: 2011 Customer Experience Impact Report (CEI), based on a survey commissioned by RightNow and conducted by Harris Interactive.
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Devices, Connections, Content & Empowered Consumers
o 60 hours: Average time Americans spend a
week consuming content.
o 4: Average # of devices Americans own
o 2 hours: Average time American spends on
social media each day.
o 86% of customers will start doing business
with a competitor after a bad customer
experience.
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Promoting Change Across People & Cultures
#PowerShift
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Take Social Beyond Marketing
13 Departments Involved in
Social Media Across
Organizations
178 Average # of Social
Accounts Across
Organizations
8 in 10 Marketing and IT Leaders
Report Company’s Investment
in Social will Increase
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97%
Global Study Reveals 97% of
Executives Place a High Importance on
Becoming a Socially Enabled Enterprise.
– Global Study of Marketing & Technology Executives
Oracle, Social Media Today & Leader Networks
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Socially
Enabled
Business
Defined
The deep integration of social media
and social methodologies into the
organization to drive business impact.
– Altimeter Group
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Social Business Maturity
Drive ROI through Social Media and Business Objective Alignment
1. Planning
Listen & Learn
2. Presence
Stake Our Claim
3. Engagement
Dialog Deepens Relationships
4. Formalized
Organize for Scale
5. Strategic
Become a Social Business
6. Converged
Business is Social
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1. Planning - Listen and Learn
Every good
conversation starts
with good listening.
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2. Presence - Stake Your Claim
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3. Engagement - Dialogue Deepens Relationships
The Social Media Brand
Engagement Curve
Broadcasting
Listening & Engaging
Relationships
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4. Formalized - Organize For Scale
Hub and Spoke
Centralized
Decentralized
Multiple Hub and Spoke
Holistic
Source: Altimeter Group, Q4 2012 Social Business Survey - Social Business Organizational Models.
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5. Strategic – Become a Social Business
Marketing and
Communications
Broadcasting
Sales
Customer Care
Listening & Engaging
HR & Talent
Management
Internal
Collaboration
Relationships
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6. Business Is Social
“Business has only two basic
functions – marketing and
innovation.”
Peter Drucker
Broadcasting
Listening & Engaging
Relationships
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Transformational Change is Never
Easy or Automatic…
Broadcasting
Listening & Engaging
Relationships
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Transformational Change is Never
Easy or Automatic…
Broadcasting
Listening & Engaging
Relationships
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…But You Can Blaze a Path
•
•
•
•
•
•
Broadcasting
Establish Goals and Metrics
Communicate Vision
Structure the Organization
Empower & Train Employees
Put Right Technology In Place
Showcase Results
Listening & Engaging
Relationships
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Oracle Social Cloud: SRM
Industry’s Only Unified, Integrated and Global Social Solution
Social Engagement &
Monitoring
Social Marketing
Social Network
Social Data
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Oracle Social Cloud: Key Differentiators
Unified Platform
Industry’s Only Unified Social Solution
Deeper Listening
Eliminates Dirty Data for Precise Insights
Global Social
Global UI, Advanced Listening, Data Sources
Social Everywhere
Integration with Oracle CX Applications
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Oracle CX
Complete Customer Experience Platform
Oracle
Marketing
Cloud
Oracle
Sales
Cloud
Oracle
CPQ
Cloud
Oracle
Service
Cloud
Oracle
Commerce
Oracle
Social
Cloud
Integrated
Customer
Foundation
Globalizations
and Experience
Statutory Localizations
Globalizations and Statutory Localizations
Integrated Customer Experience Foundation
Social Network
Mobile
Analytic KPIs &
Dashboards
Predictive
Analytics
Integrations
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Example Customer Journey
9
4
Social Advocacy
Relevant
Recommendations
3
Personalised
Clientelling
Buy
8
Own
5
Assisted Service
Support and Serve
Market and Sell
Buy
7
2
1
6
Timely First
Engagement
Customer Need
& Product Research
Efficient Self
Service
Product Issue
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Social. Exceed Your Customers Expectations.
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So What Now?
•
o Is social still in a silo?
o Is social fully integrated with
your digital marketing efforts?
o Does your organization desire to
be a social business?
 Start collaborating with key
executives now. #Innovate
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The Future Looks Like This
By 2025, 75% of the
workforce will be
millennials—that will be
your employees, partners
and customers.
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It’s About the Journey, Not the Destination
Bring People, Processes and Technology Together
Download the eBook
and find other resources at
oracle-downloads.com/OracleSocial
Broadcasting
Listening & Engaging
Relationships
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Safe Harbor Statement
The preceding is intended to outline our general product direction. It is intended for
information purposes only, and may not be incorporated into any contract. It is not a
commitment to deliver any material, code, or functionality, and should not be relied upon
in making purchasing decisions. The development, release, and timing of any features or
functionality described for Oracle’s products remains at the sole discretion of Oracle.
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