the power of the social organization
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The Power of the Social OrganizationMichael Pace
1Twitter: @mpace101 #CCSummit
Michael Pace
Customer Support & Community Management Executive
Twitter: @mpace101LinkedIn
Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List
2
Introductions
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Session Agenda
1. Expectations & Starting with WHY
2. What is the Social Organization
3. The Power of the Social Organization
4. Where to start / how to build it
5. Sharing experiences and Q&A
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4Twitter: @mpace101 #CCSummit
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Take On Me, by AHA – circa before the internet
My AHA Moment
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I believe people and relationships are every company’s most important and underutilized
asset
We now have the technological ability to act / work / socialize / create relationships like we do “in real life”
By leveraging relationships, new technologies & process, we can unleash the
ultimate power - people
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Starting with WHY
800 + Million
140 Million = Aver. # of tweets sent per day
500 Billion Peer Impressions
per year
Data via Socialnomics
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Starting with WHY
So if you want a sense of where the world’s media habits are headed, it makes sense to watch what kids are doing.
Kaiser Family Foundation – Jan 2010
More than ½ of the world’s population is under 30 … which means they don’t know life before the internet.
Socialnomics
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Starting with WHY
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Starting with WHY
Everyone has a voice
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Starting with WHY
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Starting with WHY
Transparency
Authenticity
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Starting with WHY
How many of you have ever IM’d, texted or Emailed someone right next to you?
How many of you two years ago said “I don’t need a Facebook account!”?
How many of you have completely unplugged for a whole week? How did you feel?
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What is the Social Organization?
A social business is an organization designed consciously around sociality and social tools, as a response to a
changed world and the emergence of the social web, including social media, social networks, and a long list of other advances. – Stowe Boyd @stoweboyd
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Objective
Strategy
Tools
Discipline
Voice
CLTV & Efficiency
Social Business +
Social Media
Community Mgmt
Brand
Universe Domination
Crush Rebellion
Light Saber
Force
Really Heavy Smoker
CLTV
Quality Work
Hammer
Carpentry
Smoker
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16Twitter: @mpace101 #CCSummit
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The Power of the Social Organization
Customers
Organization
Department
Personal
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“There are a lot more smarter people outside your <organization>, than inside
it” – John Hagel III The Power of Pull
YOU
Leadership
Social Media
Customer Service
Personal
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Dept.
4 Process / Project Management
4 Collaboration
4 Policies
4 Knowledge Management
4 Gen. Communications
4 Training
Wikis
Confluence
Yammer / Chatter
Communities
Video
₌ Consistency
₌ Time
₌ Efficiency / Cost
₌ Culture
₌ Quality
Opportunities Tools Results
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Dept.
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"Yammer has gone beyond all of our expectations and has become embedded in the way that we're doing things. It's helped drive innovation and build community at Deloitte, and we're finding new value in the tool every day. The results will be bigger than you expect.” - Peter Williams, CEO, Deloitte Digital, on behalf of Deloitte Australia
Elsevier. Wiki drives 80% reduction in interdepartmental e-mail volume. (Socialtext, unkn)
Scotiabank. Community eliminated over 300 intranet sites as well as the need to build new sites. (Jive Software, 2011)
Rhapsody. 50% decrease in support costs and 53% decrease in weekly support contacts via sCRM solution. (GetSatisfaction, unkn)
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Org.
Company SizeSocial Competent Individuals
Average Network Size
Reach / Impressions
Traditional Org 1000 20 3000 60,000
Social Org 100 75 1500 112,500
Soc Org (full) 1000 750 1500 1,125,000
18.5X - & doesn’t even speak
to quality of impression
Recruiting
Content/SEO
Brand Advocacy
Crowdsourcing
Open Culture
Product Marketing
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Org.
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Community users spend 2.5x more than average customers, superfans spend 10x
more. (Lithium Technologies, 2011)
Gilt Groupe. Online community insights drove 10% increase in shopping cart conversion and a five-point increase in Point-of-Sale Net Promoter Score. (Communispace, 2011)
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Customer
Sincerity• Open• Transparent
Competency• Proactive Service• Edu-taining
Reliability• Available• Listening
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Getting Started
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Getting Started – Step 1Get Yourself Involved
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Getting Started – Step 2Where are you NOW?
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Getting Started – Step 3
Know Your Business Strategy
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Critical to Quality
Industry Best Practices
Where are your customers?
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Getting Started – Step 3Know Your Customers
Determine what is most important to your customer
Socially, Physically & Mentally
By Vertical or Type of Customer
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Getting Started – Step 3Know Your Business Strategy
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Getting Started – Step 3
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Getting Started – Step 4
A
D
K
A
R
Awareness
Desire
Knowledge
Ability
Reinforce
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Getting Started – Step 5
Customers
Organization
Department
Personal
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Sharing experiences and Q&A
33Twitter: @mpace101 #CCSummit
Edelman Digital / Edelman Consulting
Community Roundtable
www.socialquickstarter.com – Constant Contact
Rosetta
Socialnomics
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References
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Michael Pace
Customer Support & Community Management Executive
Twitter: @mpace101LinkedIn
Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List
35
Introductions
Twitter: @mpace101 #CCSummit
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