Is the connected company just a far vision or existing reality? Why is it relevant for Marketing? What challenges are waiting on the way to become a connected company?
These questions aren't quite new, neither are the answers. But nowadays the customers act and communicate in different ways than in the past. They want you to solve their problems on every channel you can imagine. You have to shine on every touchpoint and integrate their ideas.
To manage and handle all these information it's necessary to be well connected within your company. But not all companies are on the same level yet. There are many ways to become a "Connected Company" but you have to overcome hurdles and master challenges.
In the session we had a short view on how a connected company can look like and some factors to succeed.
3. 3
Social Media responsibility lies mostly with Marketing and
communication departments.
69%
Public Relations
49%
Corporate
Communication
17%
IT
14%
Legal
26%
Advertising
70%
Marketing
19%
Customer
Service
!
15%
Others
Source: http://www.ragan.com/Main/structuringasocialmediateam.aspx
9. 9
…BuT the way to achieve that has changed
pushing your story out
vs.
becoming relevant in
customer conversations
10. 10
New challenges and roles for Marketing, customer service and
other departments.
Innovation & Product
Development
Sales
Customer
Experience
Engage customers
Finding Experts
Marketeer
Listening &
Analytics
Design Channels,
Content and
Touchpoints
Distribute product
information &
Increase brand value
Crisis management
Employer branding
Service &
Support
17. 17 I GB Communication Services I 27th June 2013
http://www.flickr.com/photos/klearchos/4541072707/
Marketing searches for the target group:
Finds it using social media monitoring
23. 23
Even in this short story A lot of tools were used
to help becoming more customer centric…
24. 24
Big Picture:
The connected company
Company
powered by
Enterprise2.0
the social web
powered by people
partners
interact
new business models,
services & products
interact
refine web ideas, add own innovation
adapt ideas
listen,
feedback,
ideas
communicate,
support, sell
25. 25
But thats not yet always reality
46%of companies globally
planned to increase their
investment in social media in
2012.
But only
22%
of middle managers felt
prepared to properly
incorporate social media
into their work.
IBM 2012 Social Business Study.
26. 26
The connected company
Different maturity Levels
OperativeTacticalStrategic
CONNECTED COMPANY
Learning Organisation, Social Business Integration,
Sustainable, holistic Social Business Strategy
COORPORATIVE NETWORK
Brand Communities
Sustainable Social Media Strategy
PROACTIVE USE
Campaigning, value adding by social media,
Social Media Policy
COORDINATED ACTIVITIES
Established as organisational unit/role
Single point of contact for customer
ISLANDS & EXPLORERS
Uncoordinated Social Media Acitvity of individuals or
departments
BROADCAST
One way communication without considering customer
information needs
NO SOCIAL MEDIA ACTIVITIES
SOCIAL KNOWLEDGE MGT.
Digital Workplace, Enterprise 2.0
Sustainable Social Intranet Strategy
SOCIAL COLLABORATION
Single Point of access
Open Culture
AD-HOC COLLABORATION
Reusability restricted to individual networks
No Social IT Strategy
ISLANDS & SILOS
Access of information is limited
Reusability almost impossible
EDITORIAL INTRANET
Push Communication
One Way communication top down
NO INTRANET
27. 27
The way to a Connected Company
Are all three parts in your company connected?
Technology
OrganisationPeople
28. 28
Technology
OrganisationPeople
… and now think about your own company:
Are you social on every level of your company?
Don‘t hesitate to get in touch!
To help you improve one of the three parts: