Richard Beattie, Senior Director Marketing and Social Cloud for Oracle, looked at the changes in social technology and how it is enhancing business at Cambridgeshire Chambers of Commerce Social Media event on 10 June 2014..

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@RichardLeRosBif
Richard Beattie
Lessons Learned by
Social Businesses
10 June 2014

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Socially-Enabled Businesses
Today’s Key Takeaways
 Technology & Social Changing Everything
 Empowered Customers in Control with High Expectations
 Transformational Changes Occurring for Business
 Technology is the Foundation
 Our Customers Finding Social Success

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St. Peter’s Square, Rome
Mobile, Digital, Social via the Cloud
Technology Changing Everything

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Adoption of Technology - Social’s Swift Pace
How long
does it take
to reach
50 Million
users?

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“Social media is not a fad. It is a
powerful, global communication
revolution that requires new
approaches for all businesses.”
Robert Safian
Editor, Fast Company
The Social Mindset is Here to Stay

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o 42% growth expected for tablets
in 2014 alone.
o 1 Billion + Smartphones
Worldwide.
o 2+ hours per day spent with
smartphones.
Social is Growing…Mobile Propelling it Along.
o 63% of smartphone users are
social networkers
o Mobile Overtakes Desktop: More than 52% of time
spent online is now on smartphones and tablets.

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Online & Offline Worlds Continue to Merge

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Connected & Empowered Customers
Cloud Enabling Powerful Digital Connections
o 70% of all mobile searches
result in action within 1 hour.
o 86% of customers will start doing
business with a competitor after a
bad customer experience.
o 61% of consumers expect brands
to engage them with product and
promotional info on social.
o 89% - The effectiveness of
content marketing when based on
customer testimonials.

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Consumerization has Affected Your Business
Mass media Internet / 1:1 Social/Mobile
Customer Power
and Choice
Company Power
and Voice
Source: 2011 Customer Experience Impact Report (CEI), based on a survey commissioned by RightNow and conducted by Harris Interactive.
“If you make
customers unhappy
in the physical
world, they might
each tell six friends.
If you make
customers unhappy
on the Internet, they
can each tell 6,000.”
Jeff Bezos, Amazon CEO

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Customers Can Create Problems for Brands
Promoted Tweet to
300k after a
negative luggage
experience.

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Brands Can Create Solutions for Customers

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Social is Influencing Purchasing Decisions
Four in ten social users
have purchased an item
online or in-store after
sharing or favoriting it.
90% of all purchases are
subject to social influence.

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Businesses Seeing the Real Results

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Brands Rethinking Social Across Enterprise
“The whole company needs to move
in a more social direction. It’s across
the whole value chain, from
recruitment through marketing and
product development, and onto
execution of the marketing assets.”
Lars Silberbauer
Global Social Media Director, LEGO

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70% believe social is
transformational for
their organization.
Only 10% believe
they are doing it well.
Problem: Social Aspirations Falling Short
MIT Sloan Management Review, July 2103

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• “The evolution of social business doesn’t happen
overnight; its requisite is a realization and cultural
shift around the value that social media affords the
entire organization, across multiple business units
and applications.”
Altimeter, “The Evolution of Social Business”
March 2013
Social Business Evolution

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Social Today is Evolving & Maturing…
Broadcasting Listening & Engaging Relationships

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Mobile
Social
In Store Contact Center
Field Service
Direct Sales
Channel SalesWeb
Oracle
Marketing
Oracle
Commerce
Oracle
Sales
Oracle
Service
Foundational Tools
Oracle Cloud
Infrastructure and
Platform Services
Oracle MDM, BI and
Decisioning Tools
Oracle Integration and
BPM/SOA Tools
Oracle
Social
Oracle Mobile, Portal
and Content Tools
Connects
every
customer
engagement
with your
brand.
Oracle’s Complete CX Portfolio

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Oracle Social Cloud: Key Differentiators
Global Capabilities & Social Expertise
LSA-Powered Listening & Engagement
Purpose Driven, Internal Social Collaboration
Seamless Integration with Oracle Enterprise Portfolio
Global Capabilities &Resources
Social Everywhere
Integration with Oracle CX Applications
Global Social
Global UI, Advanced Listening, Data Sources
Deeper Listening
Eliminates Dirty Data for Precise Insights
Unified Platform
Industry’s Only Unified Social Solution

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Oracle Social Cloud Customers

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Our Customers Are Embracing Social for Success
Globally & Locally
Connect & Build
Relationships
“All Ears” Listening;
Create Content that
Inspires & Resonates
Integrate Social w/
CRM to Enhance
Overall CX

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Do’s and Don’t’s of Modern Marketing in a
Social World
Don’t wait for a proven ROI model for social in
your industry
Experiment and just imagine a future where you
are the trusted source
Google: “Sweating over an ROI model for Social?”
Lesson
1

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Do’s and Don’t’s of Modern Marketing in a
Social World
Don’t hide from the ‘radical-transparency’
brought by Social Media
Embrace it as a benefit and ensure executive
support engenders a shift in cultural behaviour
Lesson
2

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Do’s and Don’t’s of Modern Marketing in a
Social World
Don’t let one person or department own Social
Do make it everyone’s responsibility and then
become a socially enabled business
Google: Altimeter Group/Jeremiah Owyang - Center of Excellence
Lesson
3

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Do’s and Don’t’s of Modern Marketing in a
Social World
Don’t hire Social Media aficionados…
Hire people passionate about your brand
(and who understand business)
Lesson
4

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Do’s and Don’t’s of Modern Marketing in a
Social World
Don’t just invest in the enabling technology
Invest more on supporting the business change
Lesson
5

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@RichardLeRosBif
Richard Beattie
Q&A