Slides of the presentation delivered during Engage 2013 on June 21 & 22, 2013

1. Moving Towards Becoming
A Social Enterprise
The Philosophy, The Need, The Processes, The
Tools & The Benefits
A presentation by Raja Mitra

2. ● Markets are conversations
● Internet enables conversations among humans that weren't
quite possible in the era of mass media
● In both internetworked markets & intranetworked employees
people are speaking to each other in new ways.
● Public relations often did not relate to the public. Companies
often have been afraid of their markets.
● Today's org chart is hyperlinked not hierarchical. Respect for
hands-on knowledge wins over respect for abstract authority.
● You want us to pay? Level with us, tell us something honest &
interesting for a change. (ack. The Cluetrain Manifesto )
Six Theses to Remember
Digital CRM 2

3. Some other trends & projections
● The growing importance of 'Social Proof'
● The increasing trend of So(cial) Mo(bile) Lo(cal) - SoMoLo
○ World pop. 7.1 bn Mobile subscription:6.8 bn
● The coming of the 2nd Web: A whole web of objects
interconnected to a whole web of people.
● Lifelogging, Augmented reality devices & Semantic
Search - an intuitive, conversational search,
anticipating queries based on personal info is going to
be a reality soon.
Digital CRM 3

4. The Social Business Transformation
Closed Selective
Controlling
Engaged Connected
Adaptive
Transparent
Digital CRM 4

5. Changes on the way to becoming a Social
Business
● Stop sending messages
internally & externally
● Discard systems,
technologies, processes
which have led to building
silos
● Debunk misconceptions,
myths & fears about social
media
● Don't try a 'make it up as
we go along' approach;
fallouts can be damaging &
can setback the process
● Start building relationships
internally & externally
● Build engagements &
conversations all across.
● Gain executive sponsorship
to facilitate transformation
● Use expert guidance in
building social employees,
managers & CEO. Build &
manage Communities
internally & externally.
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6. The internal & external dynamics of a
Social Business
People Process
Technology
The Social
Business
Org. models
Executive Support
Dismantling Silos
Collaboration
Mkt. investment in
SM
Governance
SM Guidelines
Feedback
Workflows
Enterprise Expansion
Mgmt. Philosophy
Internal Collaboration Community Software
Listening Platforms Sentiment Analysis Social CRM
Analytics / Metrics Big Data Strategy & Implmn.
Digital CRM 6

7. Digital Media, Internet &
Social Media Snapshots
Users, Social Media, Websites, Pages -
Globally & Regionally.
Compiled by Digital CRM

8. The WWW in numbers
Region Pop. (Est.
Millions )
Internet
User (mill.)
2012 Est.
Penetration
(% Pop.)
Growth %
(2000 -2012)
Users as %of
Total (Table)
Africa 1,073 167 15.6% 3,606% 7%
Asia 3,922 1,077 27.5% 842% 45%
Europe 821 519 63% 393% 21.5%
Middle East 224 90 40% 2,640% 7%
N. America 348 274 79% 153% 11%
Latin America /
Caribbean
594 255 43% 1,311% 10.6%
Oceania 36 24 68% 219% 1%
World Total 7,018 2,405 34% 566% 100.0%
Source : Internet World Stats

9. The Internet - Regional Percentages
2.4 billion internet users globally as on June, 2012
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10. Top 10 internet usage countries - Asia

11. The Web & Social Media - Some Highlights
Some Social Media Snippets:
● Total no. of indexed Pages on Open Web: 14.3
billion (Mar. 2013)
● Twitter has over 400 million accounts.
● Linkedin has 220 million users.
● YouTube has 1 billion active users monthly
● Facebook total no. active users: 1.1 billion
● Google+ total no. of active users: 390 million
● ( **all figures, except indexed pages as of May 2013)
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12. ● Supplements existing efforts of the organization in Marketing,
Customer Support, HR, Communications & BI tangibly & cost-
effectively
● As a force multiplier it needs acceptance & adoption by the apex
management and by the departmental head to succeed.
● A 'Social CEO' has been shown to be more effective than a
conventional CEO and more competitive too.
● A mindset change is needed across the organization: transition from
a 'Closed, Selective, Controlling' mindset to an 'Open, Random &
Supportive' one.
● Definitions & measures worked out to measure the effectiveness of
Social Media are closely aligned with organizational & departmental
objectives, goals, strategies & KPIs
What does it Achieve?
Digital CRM 12

13. ● Social Media is a waste of time
● Social Media is a passing fad
● It will lead to major changes and be quite
disruptive.
● People and customers will start saying
awkward, embarrassing or negative things
publicly.
● Confidential information could leak out
through Social Media
● It involves a fair bit of work; we neither
have the manpower nor the necessary
expertise to do this.
Apprehensions & Myths Debunked
Completely
Controllable
Not True
Digital CRM 13

14. Application, Attributes &
Overarching Benefits
● Applicable to Mktg,
Business Dev., Customer
Support, HR, Corp. Commn
and others.
● Facilitates Brand &
Relationship Building
through conversations -
external & internal.
● Works equally well in B2C
& B2B environments.
● Supplements existing
efforts & is cost-effective.
● Supplements existing
corporate & departmental
initiatives.
● Needs to be sustained over
a period.
● Results and key parameters
can be measured &
progress seen.
● Works towards creating a
'Social Business' which has
been mostly shown to
perform better w.r.t.
growth & bottomline.
Digital CRM 14

15. Strategic Approach
Mission of Social Media
-- A non-financial statement that addresses the 'what' vs. the 'how',
sets direction & aids decision making
Social Goals & Objectives
-- Stated measurable targets (outcomes) for achieving a particular
task, in sync. with 'mission'
The SMART approach
■ Specific
■ Measurable
■ Achievable
■ Relevant
■ Time Specific
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16. Social Strategy & Tactical Plan
Strategy: Takes into consideration the organizational,
departmental & team goals. Defines the 'how' for the 'what'
earlier.
Tactics: Specific actions to be taken to achieve the Strategic
goals. Actionable & aligned with mission goals & strategy.
These include
a. SM Governance Policy
b. SM Guidebook
c. Training to employees to enable effective use of internal &
external networks, Apps.
d. Define measures & metrics / analytics tools to be used.
e. Implement Social Listening, Sentiment Analysis.
Digital CRM 16

17. The external Networks
● Facebook
● Twitter
● Google+
● YouTube
● Linkedin
● Pinterest
● Reddit
● Blogs
● Sites ......................................
Digital CRM 17

18. Digital Customer
Relationship Metrics LLP
(Regn. No.: T12LL0105B)
Email: marketing@digicrmetrics.com
Blog: http://www.digicrmetrics.blogspot.com
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