Más contenido relacionado Similar a The Journey of Going Google (20) The Journey of Going Google1. The Journey of going
Bob Barker
The Google+Business Network
March 2013
4. Societal
Can I have an upgrade? adoption of
internet
and social
technologies
“Social Media is the next
phase of humanity”
Deepak Chopra September
2012
5. Societal
Business as usual adoption of
internet
and social
technologies
Invisible Flat Boiling
Out of date Slow Frogs
Not really or no growth
Systems Struggling to
online/social - no difficult to attract
Uncompetitive keep up with
content to share new customer
& Expensive pace of change
6. Societal
Mind the gap adoption of
internet
and social
technologies
Big Data
Social
Unseen Gap
Emerging
‘Corporate Spring’
Cloud required?
Mobile
Invisible Flat Boiling
Out of date Slow Frogs
Not really or no growth
Systems Struggling to
online/social - no difficult to attract
Uncompetitive keep up with
content to share new customer
& Expensive pace of change
7. The Journey
New way of
Growing
New way of
marketing
New way of
working
A new way of
New way of
thinking doing business
8. The Journey
New way of
Growing
New way of
marketing
New way of
working
A new way of
New way of
thinking doing business
9. Google+Stages
The Model New way of STRATEGIC
Growing GOOGLE
New way of EXTERNAL
marketing GOOGLE
New way of
INTERNAL
working GOOGLE
New way of
GOOGLE.COM
thinking
©This is the intellectual Property of Bob Barker and Thomas Power
10. Google+Stages
The Outcomes MOVE SHARE PRICE
STRATEGIC
MORE TRUST GOOGLE
MAKE MONEY EXTERNAL
MORE CLIENTS GOOGLE
SAVE MONEY INTERNAL
MORE PRODUCTIVE GOOGLE
DIGITAL MINDSET
MOBILE FIRST GOOGLE.COM
©This is the intellectual Property of Bob Barker and Thomas Power
11. Google+Stages
The Roles CEO/FPR/COMMUNITY STRATEGIC
GOOGLE
CMO/CSO/BRAND EXTERNAL
GOOGLE
CFO/COO INTERNAL
GOOGLE
NOT
CIO/CTO GOOGLE
©This is the intellectual Property of Bob Barker and Thomas Power
12. Google+Stages
A new way of thinking
New way of
thinking
©This is the intellectual Property of Bob Barker and Thomas Power
13. Google is to
the Web what
Microsoft was
to the PC
©This is the intellectual Property of Bob Barker and Thomas Power
14. A change in mindset
Institutional Network
Thinking Thinking
Open
Closed Random
Supportive
Selective
Controlling
©This is the intellectual Property of Bob Barker and Thomas Power
15. Google+Stages
The Mindset ORS/ORC STRATEGIC
GOOGLE
LeadORS Levels
OSC/OSS EXTERNAL
GOOGLE
CSC/CRC INTERNAL
GOOGLE
CSS/CRS GOOGLE.COM
©This is the intellectual Property of Bob Barker and Thomas Power
16. Google+Stages
New way of
working
New way of
GOOGLE.COM
thinking
©This is the intellectual Property of Bob Barker and Thomas Power
20. Google+Stages
The Transition Required
New way of
working
What’s the ROI?
IT DEPARTMENT & FINANCE
What we have works
New way of
GOOGLE.COM
thinking
©This is the intellectual Property of Bob Barker and Thomas Power
21. IT is going…into the cloud
Based on social technologies
Top Trends for 2013
Cloud Computing – replaces traditional IT
Personal Cloud – replaces the Personal Computer
Integrated Ecosystems – lower cost and no hardware
28. Google+Stages
New way of
marketing
New way of
INTERNAL
working GOOGLE
New way of
GOOGLE.COM
thinking
©This is the intellectual Property of Bob Barker and Thomas Power
29. Marketing’s gone social
Online word of mouth “Social media is about
Out of (your) control being trustable”
Don Peppers 1:1 Group
©This is the intellectual Property of Bob Barker and Thomas Power
31. Google+Stages
The Transition Required
New way of
marketing
We’ve got
MARKETING & AGENCY
it covered
New way of
INTERNAL
working GOOGLE
What’s the ROI?
IT DEPARTMENT & FINANCE
What we have works
New way of
GOOGLE.COM
thinking
©This is the intellectual Property of Bob Barker and Thomas Power
33. Don’t worry we (the agency) will do it
for you
The bloke in the agency that does your social media
34. Google+Stages
The IMPACT = not social
Tick box Social
marketing
MARKETING & AGENCY
New way of
working
What’s the ROI?
IT DEPARTMENT & FINANCE
What we have works
MISSED THE POINT
©This is the intellectual Property of Bob Barker and Thomas Power
35. Google+Stages
Why you need to go
on the Journey
New way of EXTERNAL
marketing GOOGLE
New way of
INTERNAL
working GOOGLE
“Marketing is far to
important to be left
New way of to the marketing
GOOGLE.COM department”
thinking David
Packard, Founder HP
©This is the intellectual Property of Bob Barker and Thomas Power
37. Traditional Customer Engagement
Point of
Ads Purchase
DM Contact After Cross
Centre Sales Sales Sales
Email
PR
Long Traditional multi level sales Cross sell opportunities based
funnel On company push campaigning
©This is the intellectual Property of Bob Barker and Thomas Power
38. Social Customer Engagement
Point of
Purchase
Social Search
Conversations
Content in Context Create Customer Community
Transactions
Real time response
Short sales funnel based on Customers sell to themselves
conversations & participation Based on social activity
©This is the intellectual Property of Bob Barker and Thomas Power
40. Google+Stages
The Behaviours New way of
Growing
New way of EXTERNAL
marketing GOOGLE
We’ve got
MARKETING/AGENCY
it covered
New way of
INTERNAL
working GOOGLE
What’s the ROI?
IT DEPARTMENT
What we have works
New way of
GOOGLE.COM
thinking
©This is the intellectual Property of Bob Barker and Thomas Power
41. Google+Stages
The Behaviours New way of STRATEGIC
Growing GOOGLE
We don’t
MANAGEMENT believe
you, prov
e it.
New way of EXTERNAL
marketing GOOGLE
We’ve got
MARKETING/AGENCY
it covered
New way of
INTERNAL
working GOOGLE
What’s the ROI?
IT DEPARTMENT
What we have works
New way of
GOOGLE.COM
thinking
©This is the intellectual Property of Bob Barker and Thomas Power
43. Trustability
A Trustable company Score
Follows the Golden Rule toward customers and builds a
corporate culture around that principle
Designs its business to ensure that what’s best for the
customer is financially better for the firm , overall
Follows through on the spirit of what it promises by
proactively looking out for customers interests
Recognizes that what people say about the brand is far
more important than what the company says
Seeks to ensure that customers want to remain loyal
because they trust the firm to act in their interest
Uses customer analytics to balance current profits against
changes in actual shareholder value
SOURCE: Peppers and Rogers
44. Rising tide effect on people
potential
• Better informed workforce – to keep up
with Global competition
• Better connected workforce –
internally, to react to the speed of
business
• Better networked workforce externally –
all little black books connected = easier
to generate new business
• knowledge workers build social capital
intelligence to create community/content
• Build network thinking to foster
innovation
©This is the intellectual Property of Bob Barker and Thomas Power
45. Community – so much more than a user base
• Customer Community
– Members buy more
– Members share more
– Members create more
• Employee Community
– Innovation flow
• Support Community
– Quality of response
– Reduction in own support infrastructure
• Global Community
– Crowd Sourcing
©This is the intellectual Property of Bob Barker and Thomas Power
46. The other journey…
Business
Personal
©This is the intellectual Property of Bob Barker and Thomas Power
47. Google+Stages
The Personal Journey CONTRIBUTION
STRATEGIC
GOOGLE
Can’t get my
head around it Network Competence
REPUTATION EXTERNAL
GOOGLE
Too fluffy
Too Busy Information Competence
PARTICIPATION INTERNAL
GOOGLE
Lack of
skills/never Technology Competence
learnt
NOT NOT
INTERESTED WEB ENABLED
©This is the intellectual Property of Bob Barker and Thomas Power
48. Google Makeover
Personal Computer to
New way of Organize your
Personal Cloud
growing communities
New way of Organize
marketing your content
New way of Organize
working your cloud
New way of Organize
thinking your devices
©This is the intellectual Property of Bob Barker and Thomas Power
49. Google+Stages
The Outcomes MOVE SHARE PRICE
STRATEGIC
MORE TRUST GOOGLE
MAKE MONEY EXTERNAL
MORE CLIENTS GOOGLE
SAVE MONEY INTERNAL
MORE PRODUCTIVE GOOGLE
DIGITAL MINDSET
MOBILE FIRST GOOGLE.COM
©This is the intellectual Property of Bob Barker and Thomas Power
50. Google+Stages
The Business Case Tool
By Industry New way of
Growing
Other
New way of Business
Benefits
marketing
Social Media
New way of Value
working
End User
New way of Productivity
thinking
IT Savings
©This is the intellectual Property of Bob Barker and Thomas Power
51. ‘Going Social/Google’ is a Rising Tide Strategy
The Impact - it effects the whole firm
MOVE SHARE PRICE
MORE TRUST STRATEGIC
GOOGLE
MAKE MONEY EXTERNAL
MORE CLIENTS GOOGLE
SAVE MONEY INTERNAL
MORE PRODUCTIVE GOOGLE
DIGITAL MINDSET
MOBILE FIRST GOOGLE.COM
Social media is important to your whole company.
Your approach has to be Enterprise wide
Mark Gindeland, CMO TeleTech
©This is the intellectual Property of Bob Barker and Thomas Power
52. Google+Stages
The Tasks: New way of Growing
STRATEGIC
GOOGLE ✔ ✔ ✔
New way of Marketing
EXTERNAL
GOOGLE ✔ ✔ ✔
New way of Working
INTERNAL
GOOGLE ✔ ✔ ✔
New way of Thinking
GOOGLE.COM
✔ ✔ ✔
©This is the intellectual Property of Bob Barker and Thomas Power
53. Google+Stages
The Products New way of Growing
Big Data - Growth
STRATEGIC
GOOGLE
G+Communities, Wallet, Maps
Big Query
✔ ✔ ✔
New way of Marketing
Social – Front office
EXTERNAL
GOOGLE
G+ Circles & Communities (External) SMM –
Wildfire, Search/PPC, Analytics YouTube ✔ ✔ ✔
New way of Working
Cloud – Back Office
APPs, GMail , Calender , Docs, Drive,
INTERNAL
GOOGLE G+Hangouts, G+ Communities & Circles
(Internal)
✔ ✔ ✔
New way of Thinking
Mobile - Individual, BYOD
GOOGLE Devices - Android, Nexus, Chrome Book
Browser - Chrome ✔ ✔ ✔
Cloud - business and personal
©This is the intellectual Property of Bob Barker and Thomas Power
54. The Journey
Let us be your guides New way of
Growing
New way of
marketing
New way of
working
New way of
thinking
©This is the intellectual Property of Bob Barker and Thomas Power
55. Join us on the Google+ Business Network
Bob Barker email – rjbarkeruk@gmail.com
Mobile: +44 7768 936916