Track B : Smart People 소셜네트워크와웹 2.0 의결합 소셜기반협업환경구축사례 2011. 04. 13. IBM SWG Lotus 김도현과장 (dhk@kr.ibm.com) 노경민차장 (kmro@kr.ibm.com)
이제소셜로 Q&A 질문은 Twitter 에서 #gsrb1 를붙혀주세요! (GetSocialRoadshowB1) 2
Agenda 소셜네트워크와웹 2.0 의결합 - 소셜미디어에서엔터프라이즈소셜로 - 기업의소셜네트워크도입현황 - 소셜기반의비즈니스환경데모 소셜기반협업환경구축사례 - 다양하게사용되고있는소셜기술 - 소셜기반협업환경구축사례 IBM drives to our client to Get Social and Do Business 3
Agenda 소셜네트워크와웹 2.0 의결합 - 소셜미디어에서엔터프라이즈소셜로 - 기업의소셜네트워크도입현황 - 소셜기반의비즈니스환경데모 소셜기반협업환경구축사례 - 다양하게사용되고있는소셜기술 - 소셜기반협업환경구축사례 IBM drives to our client to Get Social and Do Business 4
Social??? 사람이중심, 관계연결이핵심 사람 이가진정보를필요한곳으로빠르게전달, 신뢰 를기반한커뮤니케이션, 네트워크가 나 에게다가오는환경 5
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Power of Social!!! Business 환경에서소셜의힘! Social @ Work 고객이소셜네트워크틀통해찾아온다면? 중대한문제해결을위한전문가가회사내소셜네트워크에존재한다면? 7 Get Social Do Business
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소셜비즈니스데모 Collaboration Contents Enterprise Architect Security Operations Infrastructure 그룹사 & 임직원대상소셜 ( 내부소셜 ) HR CIO - CMO Legal 고객대상소셜 ( 외부소셜 ) Marketing Customer Service Sales Channel Management Product Development 9
소셜비즈니스데모 그룹사 & 임직원대상내부소셜 1. 비즈니스의중심에서소셜네트워크를외치다! 1. 나의메시지가소셜네트워크라는바다로퍼져나가다! 1. 나에게전문가가제발로찾아오다! 1. 처음접하는컨텐츠, 하지만완벽히내가찾던그것이다! 1. 이미친구가된전문가, 그들이나의일을도와준다! 1. 소셜의힘, 내가원하는방법대로하면된다! 1. 생각대로하면협업은이루어진다! 1. 소셜네트워크의최대수혜자는나그리고모두! 1. 내가참여한컨텐츠이제우리모두의것이다! 1. 어느순간전문가가되어있는내모습에뿌듯하다! 내가살아가는소셜네트워크의대륙이점점넓어진다! 10
소셜비즈니스데모 고객대상외부소셜 1. 컨텐츠든사람이든고객이원하는방식대로제공해야한다! 소셜네트워크로제공되는컨텐츠는고객의신뢰를얻는다! 신뢰가형성된고객은알아서우리를홍보해준다! 1. 고객들이소셜네트워크를통해서우리에게다가온다! 1. 어떤방식이든지커뮤니케이션이가능해야한다. 전화든!Or 메신저든! 1. 우리의소셜네트워크가고객에게다가간다! 1. 고객의소셜네트워크분석으로의사결정을한다. 11
Agenda 소셜네트워크와웹 2.0 의결합 - 소셜미디어에서엔터프라이즈소셜로 - 기업의소셜네트워크도입현황 - 소셜기반의비즈니스환경데모 소셜기반협업환경구축사례 - 다양하게사용되고있는소셜기술 - 소셜기반협업환경구축사례 IBM drives to our client to Get Social and Do Business 12
다양하게사용되고있는소셜기술 소셜네트워크기반광고 TV 및온라인마케팅보다많은 70% ROI 달성 소셜컴퓨팅및커뮤니티포럼고객및파트너지원비용절감한질문이 37,000 번조회, ~7 만불절감 위치기반소셜인센티브 프로모션고객지원프로모션 유튜브나페이스북의 "Listening to buzz" 는결국유해한 HFCS 감미료없는모든 Hunts 케첩을탄생시켰다 마케팅 신상품및프로모션아이디어의대중소싱으로고객로열티의증진 마케팅 신기능에대한대중소싱 Twitter 를이용고객에게거래알리는규모가 30 억에달함 마케팅, 프로모션 500 개이상의범부서간커뮤니티에기반한 IBM 한 IBM Connections 기반의기반의직원직원소셜소셜협업협. 한업. 한커뮤니티는 118개의 118개의실행되고실행되고있는있는아이아이디어를냈다냈다 내부 자동차경험을높이기위한소셜역량통합을검토하고있다. 통합오퍼링 소셜과게임기술을잘활용한키트를 250 만개나팔았다 통합오퍼링 Global Global Technology Technology Outlook Outlook 2011-2011- March, March, 2011 2011 13
소셜비즈니스분류 세일즈 전통적인비즈니스 담당영업대표와의잦은내부미팅 기대효과 매출증대 소셜비즈니스 고객과의관계증진 내부협업체제구축 마케팅 'Push' 마케팅 브랜드통제 파이프라인증대 시장통찰력확보 고객서비스 제품 & 서비스개발 오퍼레이션, HR 14 타겟고객대상의서비스 R&D 투자 내부에서의아이디어도출 Silo 엄격함 14 고객서비스향상 혁신적인아이디어창출과 speed-tomarket 직원참가율향상및고객유지 지지자구축 소셜화된프로세스 조직내외부에서의 아이디어도출 커뮤니티구축 Act small
사례 -CEMEX 15
1. CEMEX 1906 년회사설립한빌딩자재공급회사 (eg. Cement, Clinkr...) 47,000 명의임직원 50개국이상의나라에사무소를두고 100개국이상의나라와교역 16
CEO 에의한소셜이니셔티브 Be Collaboration Champion 1. 다른혁신들처럼, Collaboration Revolution 에서도분명히 Champion 이필요하고 2. CEMEX 는빌딩자재산업의글로벌비즈니스를통해혁신적기술을구현해왔고그가치를발휘하는리더로서역할을발휘해왔기에 3. CEMEX 는다시한번과감히리더쉽을발휘하기로결정하였으며 4. Shift 라불리는내부협업플랫폼 (Collaboration Platform) 을구축하기로결정하고 3 대미션을수립 3 대미션 1. 모든 CEMEX BU 와세부기능단위에협업문화를촉진 2. 모든직원들간의지식과경험공유의장을구축 3. 더나은고객응대를위한 initiative 를개발하고생산성향상및미래 도전과제에대비 17
소셜이니셔티브 조직변환 중앙화된오퍼레이션, 강력한협력관리와통제 시장크기에따른오페레이션단위를각나라에전파하여배치 가장적합한지역에프로세스와기능을배치하여모든직원이사용가능케함 성공적인조직변환을위해서는새로운오퍼레이션모델을채택하여야한다. 18
소셜이니셔티브 - 다양한세대와의소통 19
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IBM 소셜비즈니스도입과정 (2) : 기업의문화를바꾸는것이므로, 파일롯프로젝트를통해도입의가치를현실화하고기반환경을다진후전사적으로확장해나가는방법을채택 STEP1. 6 개의과제수행 STEP2. 과제수행평가 STEP3. 제품선정을위한 POC 진행 STEP4. 프로젝트진행 STEP5. Shift 출시 2009 년 1Q 2009 년 2Q 2009 년 3Q 2009 년 4Q 2010 년 1Q 3 개월간 6 개월간 1 주일간 3 개월간 ~ 2,000 명직원대상 혁신팀 IBM vs MS 11 명의프로젝트수행인원 40,000 명전직원대상 21
사례 -IBM 22
사례 - IBM 23
Agenda 소셜네트워크와웹 2.0 의결합 - 소셜미디어에서엔터프라이즈소셜로 - 기업의소셜네트워크도입현황 - 소셜기반의비즈니스환경데모 소셜기반협업환경구축사례 - 다양하게사용되고있는소셜기술 - 소셜기반협업환경구축사례 IBM drives to our client to Get Social and Do Business 24
IBM drives to our client to Get Social and Do Business Consulting Software Implementation Governance Social Business Competency 25 IBM GBS IBM Software Group - Business Value Assessment IBM Collaboration Solutions Social Solutions & Platforms IBM Service - Enterprise Social Network (ESN) Business Partners Social Governance Social Analytics Management of Change
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