skills and projects, helping Cemex
launch its rst global brand
just a third
o the time it hadanticipated.
Smarter workorce solutions help
companies attract employees,
enable them to develop their skills
aster and show them how
delighting customers can improve
business perormance. That’s thepromise o a smarter workorce.
TURNING CUSTOMERSINTO ADVOCATES.
It’s only taken social media hal
a decade to alter consumer
behavior. Social inputs like reviews
and comments could drive upto a third o consumer spending,and it’s estimated that, by 2022,social technology will enable
our out o every ve customer
transactions. With consumers so empowered,it’s crucial or your entire work-orce to use social technology
to help delight customers. Your
brand’s success will depend on itsability to match what it promises with what it delivers.In 2010, the Italian poultry leader
Amadori Group used IBM
solutions or social business to
interpret the Web as an innite
ocus group. Applying social
some amiliar issues. Itscorporate
knowledge had been
spread all over—vulnerable to fle
deletion or one engineer’sretirement. But
solutions or social business have
helped product-development teams in 50 countries
trade ideasand insights in real
time. Andemployees have built a network o communities
as a network o communities.
What i your employees could spot
gaps in their expertise and quickly
identiy the best colleagues or
candidates to fll them? Or i your
instantly crowdsourceand share their
departments, across languages,across oceans?
Those aren’t idle antasies orCemex, a
15 billion cement giant
It’s easy to orget that e-commerce
is a recent innovation. Fiteen years ago, buying books or shoes
online seemed novel. Seemingly
overnight, though, e-commerce
and traditional commerce merged.
Human behavior changed
browsing to buying, rom surng
to selling—until nally, there
was no more “online business.”
A similar shit is unolding now
with social technology. Social
media’s leaps in the past fve years
only hint at what social technology
will do over the next fve.
IT’S YOUR COLLEAGUES. AND YOUR CUSTOMERS.
Social technology is about morethan engaging ans and attracting
“likes.” It’s about buildingcommunities within your work-
orce where colleagues create and
share ideas. And it’s about
your customers and
partners to help build your brand.On a smarter planet, leaders inevery industry have begun takingadvantage o
social technology,erasing distinctions
between“social business” and
human behavior is changing again.
Increasingly, your customers
andemployees expect you—and yourcompetitors—to integrate socialinto your core business processes. Any business that isn’t social by design won’t stay in business.
A SOCIAL WORKFORCEIS A SMARTER WORKFORCE.
We humans are social animals,even at work. With 1.5 billion
o us using social networks, you don’t
need to convince your workorceo social’s value—you just need
to create a culture that guides and
supports the application o social
Picture a company that doesn’t ollow the fow o a strict
organizational chart, but thrives
listening to online discussions, the
company can creatively and nimbly
respond to consumer sentiment.
In act, social conversation onsustainability has inspired Amadori
to introduce greener packaging.
And by incorporating social into
online experiences to reach new
audience segments, Amadori canturn customers into advocates.
THERE’S NO BUSINESSBUT SOCIAL BUSINESS.
Investing in becoming a socialbusiness—in helping your work-orce deliver an exceptionalcustomer experience—has never
been more urgent. A 5% decrease
in customer attrition can boost prots by up to 95%. And ndingnew customers can cost up tove times as much as keeping theones you have.
Becoming a social business goes
beyond building a social network.
It demands capturing and analyzing
the vast amount o data that thenetwork creates. Harnessing that
data can remove boundariesinside and outside your company. And beore you know it, there will be no more “social business.”
. To learn more, visit
us at ibm.com / social-business
The social-technology industry,worth $600 million in 2010, will growtenold by 2016 to $6.4 billion.Could you use an extra day o productivity rom your sta each week?Social technology can increase efciency byas much as 25%.
By 2014, nearly our out o fvecompanies plan to invest in social technologyto oster internal collaboration and tolisten to customers.
LET’S BUILD A SMARTER PLANET.
*Frederick F. Reichheld,
The Loyalty Eect: The Hidden Force Behind Growth, Profts, and Lasting Value
( Boston: Harvard Business School Press, 1996 ).
IBM, the IBM logo, ibm.com, Smarter Planet and the planet icon are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. A current list of IBM trademarks is available on the Web at www.ibm.com/legal/copytrade.shtml. © International Business Machines Corporation 2012
“LIKING” ISN’T LEADING.
THE RISE OFSOCIAL BUSINESS.