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© 2012 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
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Unlocking Growth with Social
Technologies: CFO
Strategies to Drive Business
Reggie Bradford
Senior Vice President
@ReggieBradford | @OracleOpenWorld | #OOW
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Program Agenda
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Key Trends and Strategic Priorities in Digital Business

Technology Adoption

Social Media and Mobile Evolution

Success Stories

Keys to Social Success
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Three Key Trends and Strategic Priorities
In Digital Business for C-Level Execs
 Big Data and Analytics
 Digital Marketing and Social Media Tools
 Cloud Computing and Mobility
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Sources: McKinsey & Company Global Survey, April ‘12
Technology Adoption
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CEO-CFO Attitudes Toward Social Business
Why the Disconnect?
28% of CEOs
feel that Social
is important to
the business*
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14% of CFOs
feel that Social
is important to
the business*
*Source: MIT Sloan-Deloitte Global Survey on Social Business 2012
“CFOs may be lagging in their acceptance of social, but I think its
inevitable it’s going to get here. The same 14 percent of CFOs
who thought that social business tools were important today, 56
percent think they’ll be important in three years. It might take us a
little longer because we like to measure things so much…”
Frank Friedman
Chief Financial Officer
Deloitte LLP
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Can your company really afford to
wait until 2015 before you “get” the
impact of social media?
Q1: Please rank the importance
that you currently place on social
media in your organization:
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1 – top priority
2 – medium priority
3 – low priority
4 – not sure
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Technology Adoption
 Marketing budgets are
larger than IT budgets and
growing even faster
 Decision point for choosing
provider for marketing
technology are shifting to
CMO
- Marketing: 44%
- Cross-functional team
led by marketing: 40%
All IT
High Tech
Marketing
2012 budget as % of revenue
3.2%
5.5%
Expected average budget increase
4.7%
11%
 Penetration of marketing
related technology posed
for extensive growth
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Source: IT Key Metrics Data ‘12: Executive Summary,15 Dec11
Social Media and Mobile
Evolution
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Social is the Dominant Global Connector for Customers
Today with Skyrocketing Engagement
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Mobile is the Catalyst for Social Lifestyle Adoption
The Anywhere and Everywhere Connected Lifestyle
Of all uses for
a mobile phone,
making a call
only ranks th.
58% of Americans access social
media via mobile devices everyday.
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Social Media
is nd.
Top Mobile Social Activities:
#4 – Reading posts from brands
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24% of eCommerce will be
transacted by mobile device by 2017.
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Insert Information Protection Policy Classification from Slide 12Sources: O2 Mobile Usage Study (June ‘12); comScore MobiLens (3 month average ending Dec. ‘11)
The Customer Conversation is Happening
Customers Expect Social to Power the Customer Experience
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Sources: Burson-Marsteller/Vision Global Social Media Checkup ‘12, June ‘12; Consumer
behavior study on Twitter conducted by Constant Contact®
Fundamental Shift From Transaction to Engagement
The Consumer is Now in Control; so Companies and Brands Must Change
TO SOCIAL RELATIONSHIP MANAGEMENT
FROM CRM
Engagement and Brand Building
Fans and Followers
Multiple Social Media Sites
Single Channel
Centralized Management
One-off Execution
Return on Investment
Opportunistic
Actionable Pure Signal
Monitoring
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Social Relationship Management
Extending reach beyond marketers to the entire organization
with an Integrated Social Relationship Management Platform
Social Marketing
Social Sales,
Services and
Marketing
B2B, B2C: Transaction Based
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Enterprise SRM
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Social Marketing
Social Selling
Social Commerce
Social Service
Social HR
Social Recruiting
Social Collaboration
P2P: Engagement Based
Oracle Enterprise SRM Framework Unified
When fully integrated, the Enterprise
SRM Suite provides a framework for
company wide
integration into one seamless
system for customer interconnected
relationships at scale.
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Oracle Enterprise SRM
Data Engine
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Success Stories
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Success Story – Intel
Solution
 Empower local community
managers to manage their presence
and distribute content relevant to 35
different markets, while maintaining
brand consistency.
 Allows community managers at
market level to manage local
information and maintain the
capability for higher level managers
to oversee global activities of all
social efforts.
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Success Story – McDonald’s
Solution
 Effectively manage global
franchised brand and centralize
the marketing message, while
maintaining local communities.
 Single corporate Page with
multiple views puts the power in
local marketers’ hands and
gives customized fan
experiences.
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Success Story – Pepsico
Solution
 Improve digital engagement
through tactical adjustments
based on real-time customer
listening.
 Precise signals from consumer
conversations, intentions,
interests and trends provided.
 Rolled up analytics to explore
brand health and activity to
support marketing initiatives.
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Keys to Social Success
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Six Keys to Social Success
 Connect and align with your CEO about social’s role in the enterprise
 Partner with your CMO and understand tie to KPIs
 Understand the potential ROI and data linkage / reporting
 Set strategic priorities with your teams and across organizational
departments
 Embrace new approaches to manage talent by utilizing flexible team
structures and engage outside collaborators
 Build and acquire skills necessary to carry out social media agenda
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Sources: McKinsey & Company Global Survey, April ‘12
Rethink How You Evaluate the Payoff from Social
Investments
 Lower call center and customer service costs
 Create brand awareness for a new product or service
 Interact with consumers in new ways, across multiple channels
 Recruit new employees
 Engage with investors and other stakeholders
 Validate forecasts with consumer sentiment information
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Q2: How many (click all that apply)
of these new social ROI measures
resonate with you?
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Lower call center and customer
service costs
Create brand awareness for a new
product or service
Interact with consumers in new ways,
across multiple channels
Recruit new employees
Engage with investors and other
stakeholders
Validate forecasts with consumer
sentiment information
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Think About New Ways to Leverage Social Within
Finance
 “Crowd-sourcing” ideas and innovation (CapitalOne)
 Knowledge Management – dissemination of best practices
 Enhanced Communication and Collaboration (SuperValu)
 Deeper Insight – sentiment analysis
 Enterprise Search – access to information and problem resolutions
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Sources: McKinsey & Company Global Survey, April ‘12
Q3: After this presentation, will you
take steps discuss with your teams
about how social media can impact
your business?
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Yes
No
Still deciding
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