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Understanding
                        Social Business
                        & Social CRM
                        Rawn Shah | Social Business
                        Architect
Heinz College,
Carnegie-Mellon Univ.
Feb 15th, 2013
Rawn Shah
Customer
Relationship                                Market
                                             Market
                                            Mgmt.
                                             Mgmt.
                                                                  Educate
                                                                   Educate
                                                                   Market
                                                                    Market

 Lifecycle              Gain
                          Gain
                        Brand
                         Brand
                       Visibility
                        Visibility
                                                                                           Generate
                                                                                            Generate
                                                                                            Leads
                                                                                             Leads




                                                                                                Research
                                                                                                 Research
             Customer
              Customer                                                                          Customer
             Request                                                                             Customer
              Request
                                                   The
             Usage,
              Usage,
             Testing,
              Testing,
                                                 Customer                                           Validate
                                                                                                     Validate
                                                                                                     Needs
                                                                                                      Needs
            Helpdesk
             Helpdesk


             Satisfaction
              Satisfaction                                                                      Qualify
              Validation                                                                         Qualify
               Validation                                                                        Deal
                                                                                                  Deal


                     Integratio
                       Integratio
                         nn &
                           &                                                            Progress
                      Services
                                                                                         Progress
                        Services                                                        the Sale
                                                                                         the Sale

                                     Deploy-
                                      Deploy-                               Deal
                                                                             Deal
                                      ment
                                       ment                              Negotiation
                                                                          Negotiation
                                                             Close of
                                                              Close of
                                                 Delivery
                                                  Delivery
    Copyright 2012 Rawn Shah                                  Deal
                                                                Deal
    All Rights Reserved
Evolution of Brands & the Role of
Customers

                         Customer as                   Customer as
                          Consumer                     Participant



                                                           Brand as               Brand as
 Brand as Identifier
                                  Brand as               Individually            Community
                                  Symbols                Co-created               -created
     (1900-1930s)                                           Value
                               (1930-1990s)                                         value
                                                         (1990-2000s)
                                                                                 (2000s  )




Is Marketing Ready for the Stakeholder-Focus Brand Era? Forbes July 2012, http://onforb.es/Vi2YAU
Customer
                   Customer
                    Customer
               Customer                          Customer
                Customer



Today… Floating in a                 Customer
sea of customers                 Customer
forming their views                   Customer

from communities
                                                 Customer

           Customer                  Customer
Customer



                  Customer
                                  Customer

      Copyright 2012 Rawn Shah
      All Rights Reserved
                                                     Customer
Customer

                                       Customer



        The Challenge …
        How to connect
        with customers as
        communities
                                                                   Customer




                    Customer


          Customer
                         Customer
                                    Customer Customer


pyright 2012 Rawn Shah
Creating a Social Experience
begins with people…




                                             Domain




                                                           Interactions
                     Leadership
                                             People

                      Community
                      Management                          Relationships
                                                             & Roles



                                              Trust &
                                             Reputation
                 Copyright 2013: Rawn Shah
People create purpose…




                                                       Domain




                                                                     Interactions
     Culture    Purpose        Leadership
                                                       People

                                Community
                                Management                          Relationships
                                                                       & Roles

           Collaborative
               Tasks                                    Trust &
                                                       Reputation
                           Copyright 2013: Rawn Shah
And work in
a place
                                         Online
                                       Environment



                                      Places

                        Content
                                                               Domain




                                                                             Interactions
      Culture    Purpose                                       People

                                                 Community
                                  Leadership Management
                                                                            Relationships
                                                                               & Roles

            Collaborative
                Tasks                                           Trust &
                                                               Reputation
                                   Copyright 2013: Rawn Shah
Online
                                  Environment



                                Places

                  Content
                                                          Domain



                                 Social
                               Experienc                                Interactions
Culture    Purpose                 e                      People

                                            Community
                            Leadership Management
                                                                       Relationships
                                                                          & Roles

      Collaborative
          Tasks                                            Trust &
                                                          Reputation
                              Copyright 2013: Rawn Shah
Increasing Levels of Value-creation
           from Social Business




             Content                                    Collaborative                Culture
                                                            Tasks




                                                                                                            Strategic
Tactical




                       Interactions
                                        Relationships                                          Leadership
                                           & Roles                       Trust &
                                                                        Reputation

             Capture                                                                       Shared
                                      Collaboration              Analytical
           Unstructured                                                                  Decisions &
                                       & Discovery                Insight                  Brand
               Data
Networked, Non-linear,
                                                        Multi-stakeholder,
                                                        Spans boundaries
Social Value-Creating Activities

  Capture                                                    Shared
                   Collaboration         Analytical
Unstructured                                               Decisions &
                    & Discovery           Insight            Brand
    Data




                                               Customer
                Business Value-                         Efficiency
                                                Value
               Creating Activities

                                                 Quality     Culture
                 Process-Oriented,
                 Planned, Bounded
               organization structures
Different Business Functions have different
emphases on value
                           Research,
                            Design,
                          Development




  Customer
             Efficiency
   Value                  Marketing,
                            Sales,
                          Customer
                           Service
   Quality    Culture




                          HR, Business
                           Operations
Example Goals for Product Research &
Development


  Radically Innovate
                       Leverage Collective
  Models, Markets,
                          Intelligence
      Products

                   Goals
                                              VP Product
   Innovate Through    Cultivate Networks    Development,
     Partnerships         of Expertise       Chief Design
                                               Officer,
                                             VP Research
Radically Innovate
Models, Markets,
    Products
                   Leverage Collective
                      Intelligence
                                         Example: Product Research &
  Innovate
                                         Development
                   Cultivate Networks
  Through          & Communities of
                        Expertise
Partnerships

        Challenges                                 Capabilities

                                             Connect to contextual expertise
                                              Connect to contextual expertise
     Inflexible legacy
      Inflexible legacy
                                          & resources
                                          & resources
  models, products,
   models, products,
  infrastructure
   infrastructure
                                             Build communities of practice &
                                              Build communities of practice &
     Lack of Continuity                  process
                                           process
      Lack of Continuity
  of Technical Expertise
   of Technical Expertise
                                             Build cross silo working
                                              Build cross silo working           Strategy
      Limited Expertise                  relationships & culture with
                                           relationships & culture with
      Limited Expertise
                                          consistent messages
                                           consistent messages
  in certain areas
   in certain areas
                                             Build external partnerships with
                                              Build external partnerships with
     Complex
     Complex
                                          academia & industry
                                           academia & industry
  decisions
   decisions
                                             Generate Ideas through partner
                                             Generate Ideas through partner
     Locating
      Locating
                                          & customer co-creation (e.g., Social
                                          & customer co-creation (e.g., Social
  resources
   resources                              Business Jam)
                                          Business Jam)
Applied to Product & Service Innovation
(Research, Development, Supply Chain)

  Challenges        Capabilities


 Identify Goals   Define Strategy                            Execute

                  Describe needed          Capture       Identify new ideas
                  innovation             Unstructured
                                             Data
                                                         for innovation
                  qualities & values


                  Identify hotspots      Collaboration
                                                         Expand, explore,
                  of innovation           & Discovery    and validate
                                                         innovative ideas

                  Metrics and KPIs                       Identify reusable social
                  for co-created            Insight      patterns of innovation
                  innovation                             development

                  Transform Innovation     Shared        Value co-creation chains
                  processes to co-       Decisions &
                                                         with partners. New growth
                  create value with         Brand
                                                         with partner development
                  community
Customer




                                                                                                                Online
                                                                                                              Environment




                            Customer
                                                    Customer
                                                                                              Content                             Domain




                                                                                                              Social
                                                                                                             Experie
                                                                                                               nce
                             Customer              Customer
                                                                                                                                                Interactions
                                                                    Culture




                                                                                                        Leadership   Community
                                                                                                                     Management
                                                                                                                                               Relationships
                                                                                                                                                  & Roles


                                                                              Collaborative
                                                                                  Tasks



Business Function                       Customer
                                                                                                                                   Trust &
                                                                                                                                  Reputation




Goals & Processes                                                                                 Social
                                                                                               Experiences




    Customer   Efficiency
     Value

                                                                 Capture
                                                               Unstructured
                                                                                         Collaboration                   Analytical                Shared
                                                                                                                                                 Decisions &
                                                                   Data                   & Discovery                     Insight                  Brand

     Quality   Culture




 Business Value-                                                    Social Value-Creating
Creating Activities                                                        Activities
                                   Mapping Goals to
                                  Strategy & Execution
Thank you




 http://about.me/rawn               http://linkedin.com/in/rawnshah
 http://Blogs.Forbes.com/rawnshah   http://twitter.com/rawn

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Understanding Social Business and SocialCRM

  • 1. Understanding Social Business & Social CRM Rawn Shah | Social Business Architect Heinz College, Carnegie-Mellon Univ. Feb 15th, 2013
  • 3. Customer Relationship Market Market Mgmt. Mgmt. Educate Educate Market Market Lifecycle Gain Gain Brand Brand Visibility Visibility Generate Generate Leads Leads Research Research Customer Customer Customer Request Customer Request The Usage, Usage, Testing, Testing, Customer Validate Validate Needs Needs Helpdesk Helpdesk Satisfaction Satisfaction Qualify Validation Qualify Validation Deal Deal Integratio Integratio nn & & Progress Services Progress Services the Sale the Sale Deploy- Deploy- Deal Deal ment ment Negotiation Negotiation Close of Close of Delivery Delivery Copyright 2012 Rawn Shah Deal Deal All Rights Reserved
  • 4. Evolution of Brands & the Role of Customers Customer as Customer as Consumer Participant Brand as Brand as Brand as Identifier Brand as Individually Community Symbols Co-created -created (1900-1930s) Value (1930-1990s) value (1990-2000s) (2000s  ) Is Marketing Ready for the Stakeholder-Focus Brand Era? Forbes July 2012, http://onforb.es/Vi2YAU
  • 5. Customer Customer Customer Customer Customer Customer Today… Floating in a Customer sea of customers Customer forming their views Customer from communities Customer Customer Customer Customer Customer Customer Copyright 2012 Rawn Shah All Rights Reserved Customer
  • 6. Customer Customer The Challenge … How to connect with customers as communities Customer Customer Customer Customer Customer Customer pyright 2012 Rawn Shah
  • 7. Creating a Social Experience begins with people… Domain Interactions Leadership People Community Management Relationships & Roles Trust & Reputation Copyright 2013: Rawn Shah
  • 8. People create purpose… Domain Interactions Culture Purpose Leadership People Community Management Relationships & Roles Collaborative Tasks Trust & Reputation Copyright 2013: Rawn Shah
  • 9. And work in a place Online Environment Places Content Domain Interactions Culture Purpose People Community Leadership Management Relationships & Roles Collaborative Tasks Trust & Reputation Copyright 2013: Rawn Shah
  • 10. Online Environment Places Content Domain Social Experienc Interactions Culture Purpose e People Community Leadership Management Relationships & Roles Collaborative Tasks Trust & Reputation Copyright 2013: Rawn Shah
  • 11. Increasing Levels of Value-creation from Social Business Content Collaborative Culture Tasks Strategic Tactical Interactions Relationships Leadership & Roles Trust & Reputation Capture Shared Collaboration Analytical Unstructured Decisions & & Discovery Insight Brand Data
  • 12. Networked, Non-linear, Multi-stakeholder, Spans boundaries Social Value-Creating Activities Capture Shared Collaboration Analytical Unstructured Decisions & & Discovery Insight Brand Data Customer Business Value- Efficiency Value Creating Activities Quality Culture Process-Oriented, Planned, Bounded organization structures
  • 13. Different Business Functions have different emphases on value Research, Design, Development Customer Efficiency Value Marketing, Sales, Customer Service Quality Culture HR, Business Operations
  • 14. Example Goals for Product Research & Development Radically Innovate Leverage Collective Models, Markets, Intelligence Products Goals VP Product Innovate Through Cultivate Networks Development, Partnerships of Expertise Chief Design Officer, VP Research
  • 15. Radically Innovate Models, Markets, Products Leverage Collective Intelligence Example: Product Research & Innovate Development Cultivate Networks Through & Communities of Expertise Partnerships Challenges Capabilities Connect to contextual expertise Connect to contextual expertise Inflexible legacy Inflexible legacy & resources & resources models, products, models, products, infrastructure infrastructure Build communities of practice & Build communities of practice & Lack of Continuity process process Lack of Continuity of Technical Expertise of Technical Expertise Build cross silo working Build cross silo working Strategy Limited Expertise relationships & culture with relationships & culture with Limited Expertise consistent messages consistent messages in certain areas in certain areas Build external partnerships with Build external partnerships with Complex Complex academia & industry academia & industry decisions decisions Generate Ideas through partner Generate Ideas through partner Locating Locating & customer co-creation (e.g., Social & customer co-creation (e.g., Social resources resources Business Jam) Business Jam)
  • 16. Applied to Product & Service Innovation (Research, Development, Supply Chain) Challenges Capabilities Identify Goals Define Strategy Execute Describe needed Capture Identify new ideas innovation Unstructured Data for innovation qualities & values Identify hotspots Collaboration Expand, explore, of innovation & Discovery and validate innovative ideas Metrics and KPIs Identify reusable social for co-created Insight patterns of innovation innovation development Transform Innovation Shared Value co-creation chains processes to co- Decisions & with partners. New growth create value with Brand with partner development community
  • 17. Customer Online Environment Customer Customer Content Domain Social Experie nce Customer Customer Interactions Culture Leadership Community Management Relationships & Roles Collaborative Tasks Business Function Customer Trust & Reputation Goals & Processes Social Experiences Customer Efficiency Value Capture Unstructured Collaboration Analytical Shared Decisions & Data & Discovery Insight Brand Quality Culture Business Value- Social Value-Creating Creating Activities Activities Mapping Goals to Strategy & Execution
  • 18. Thank you http://about.me/rawn http://linkedin.com/in/rawnshah http://Blogs.Forbes.com/rawnshah http://twitter.com/rawn

Hinweis der Redaktion

  1. 1. Capture Unstructured Data 70-80% of enterprise data is unstructured and growing 10 – 50 times faster than structured data – Noel Yuhanna, Principal Analyst, Forrester Research, Nov 2010 Capturing tacit knowledge from conversations across the organization. E.g., Off-boarding - Save tacit knowledge and before employees change jobs, leave or retire Transferring how we view and structure information from our minds to shareable data 2. Collaboration & Discovery Accelerating ideation and innovation Building engagement & Strengthening relationships across employees, partners, customers Accelerate decision-making simplified, context-focused, and semi-structured communications identified relationships and dependencies Incorporate recent activity & sentiment of decision participants Identifying process failures, constraints and weak points 3. Analytical Insight Attention Management: filtering the flow, prioritizing conversations & activities Data or Social Interaction Pattern analysis Cognitive and Sentiment analysis – what people know and how they feel 4. Shared Decisions & Brand Decisions based on tacit knowledge, discussion-based analysis in the flow Shared responsibility in decision-making Process resiliency, and adaptive paths in a process = collaboration + insight Handling Process Exceptions through social interaction = tacit unstructured data + collaboration Alleviating process frustration and improving process adoption = collaboration + insight