Behavior Modeling & Design, Business Analysis, Events, Information Technology, Innovation, Mobile, Product Development, User Experience

Look around you and what you find everywhere being used by almost everybody is no surprise. Yes, Mobile has taken us by storm and no doubt that its one of the most happening thing in the modern age. There are positive aspects and as some say, more negative effects to this Mobile revolution. From large global technology organisations to small, local startups  jumping on the bandwagon, Mobile has indeed become a potential mega-trend of the 21st century. As Mobile is fast becoming a pervasive, persuasive and personal technology choice, you might wonder what makes the Mobile tick and wish to know about the key ingredients behind its success. In this post, I will touch upon the things that make Mobile the most sought-after medium of communication and interaction in this day and age. Also of note is, this is one of the topics at Texavi’s IMAGINEERING – INDIA, 2013 conference to be hosted in Hyderabad and Mumbai, India in Aug,2013.

The Mobile Eco-system – Sum, not just parts

First, let us try and define what Mobile really means before we get any further. Is it the phone(device), the operating system that runs in it, the network that enables it or the apps that user? Well, its not just one or the other, but all of these and much more that make up the Mobile. There is no denying of the success of the Mobile platforms and the ubiquity of the smartphones that pushed the penetration and usage of Mobile. Also, the wide range of networking and communication technologies e.g., GSM, CDMA, Edge, 3G etc. make it a compelling case for the rapid build-up and penetration. And yes, you can’t also discount the sudden impetus provided by the affordable Mobile apps. So, it’s the sum-total of all the components in the eco system that have contributed to the success of Mobile. I present this view in a graphic below to sum up the components that make up this Mobile eco-system.

TheMobileEcoSystem_Texavi

Pervasive – Anywhere, anytime…

The biggest driving factor for the success of Mobile is its ability for being pervasive. It is this anytime, anywhere, the always on and always accessible aspect of Mobile that contributed big time to its wide spread usage all over the world. The portable form factor of the device, the supporting communication networks all make it a really pervasive technology. There is no question that the powerful combination of the Mobile platform, networks, devices and apps make it virtually anytime, anywhere.Also,increasingly the ubiquitous Mobile apps have only added to the pervasive nature of Mobile. I have put together a diagram (shown below) to depict the positives, not so positives and the neutral aspects of the Mobile, as we see them today.

Mobile_Pervasive_persuasive_personal_Texavi_final

Persuasive – Why Mobile makes it compelling

From the school student to the retired grand parents, Mobile has found its place in the hands of almost everybody. It doesn’t require a certain person with specific education, work experience, technology-savviness and employment credibility to start using Mobile. The beauty of the Mobile is its appeal to one and all, irrespective of the background, potential or skills. With the later generations of the Mobile devices, improvement of the networking technology, and the availability of the applications, Mobile has picked up momentum.  Increasingly, with time and over the generations of the Mobile devices and technologies, its not getting just easy to use  for the existing users, but also easy to learn to use for the new users.

Personal and private – From possessive to hazardous

During the late 80’s the PC came in and conquered the whole world, making the computers personal. Then came the block/brick phones as I they were popularly referred to.  Slowly the Mobiles have reached far and wide across the world and now it wouldn’t be an exaggeration to say that some are not happy with just one Mobile at their disposal. With a wide choice of devices, platforms and networks available to the consumers, Mobile is definitely getting more personal and personalised. From details of the contacts, official and personal eMails, chats and conversations, photos and videos, Mobiles have virtually become your second personae. Aside all these positives, there is also the potential hazards to privacy and security of personal data.

Wearable Technology  – Wear it on your sleeve

Besides the personal and portable aspects of Mobile, in the last couple years, wearable technology has been placed in the same league as 3D Printing. From the much-touted smart watches to the small fitness devices which one can carry on them, there has been a surge in the wearable technologies. Move over the Bluetooth-enabled ear-pieces, Mobile phones are now acquiring a new meaning of wearability. These come in different shapes and sizes ranging from the smart watches and fitness devices such as Fitbit, Jawbone Up and Nike Fuel, wearable technology is now coming of age. Mobile is only powering this wearable technology revolution and we might see more interesting use cases in the near future.

sony-smartwatch-android-watch

As you would have noticed, what I have mentioned above is merely touching the surface and there is more to Mobile than meets the eye. To get a detailed perspective, come join us at the Texavi’s IMAGINEERING – INDIA, 2013 Conference to be hosted in Hyderabad and Mumbai in Aug, 2013. Until next post, ciao!

Agile Development, Behavior Modeling & Design, Business Analysis, Events, Information Technology, Innovation, Product Development, Social business, User Experience

Disrupt, hack, fail and lean…in case you are wondering what these are, they are the latest buzzwords in the technology industry today. No more terms with a negative tone or tinge, these once swear words are now the tech world’s definitive words to swear by. They have taken the world by storm, so no wonder businesses and individuals alike are encouraged to embrace them strongly. Rightly so, in an age of digital, mobile, agile and social times that we are living in, technology does have a profound impact on businesses and people. Change is the only constant thing, and entrepreneurship and innovation are sure ways for survival and success. In this blogpost, in a run-up to Texavi’s IMAGINEERING – INDIA,2013 conference, I will touch upon how embracing the mean and lean aspects like disruption,”fail-early-fail-often”, hacker way and being lean will separate the winners from players.

1. What are you disrupting today

Look around you and you will find disruption as the mantra behind every successful business, product, service or individual. For instance, in the technology space, the Internet and web sites and applications came and disrupted the way we work, play and talk. Google came in and disrupted the way we deal with information changing the preferred navigation mode of millions of people from browsing to searching. Apple’s iPhone and other Touch-sensitive  technologies disrupted the way we interact with phones and devices. Plastic money a.k.a credit cards came in and changed the purchase behaviours of people, which some would argue, in a negative way. With the technology powering the businesses, brace yourself for more disruption to happen in the near future. From wearable technologies to 3D printing and alternative currency, disruption is the name of the game. Disruption is not only the key differentiating factor but also the secret weapon that separates the great ones from good.

bitcoin

It is equally important if not more important, for the large well-established organisations to be disruptive as much as the small, suave start-ups. Large organisations such as Google, Apple, 3M and McDonalds continuously strive at disrupting the professional and personal lives of their customers leaving a huge impact, through their new products, services and business models. Small start-ups too are doing their bit to help disrupt the existing behaviours of consumers. Take the case of Bitcoin which is a startup wanting to disrupt the way people use currencies, although some people consider it a cheeky option. Over the last 5 years or so, Bitcoin has emerged as a new alternative for payment online. Similarly, David Fishwick’s Burnley Savings and Loans Limited has been pitched as disrupting the models of the high street banks. Yes, disruption is the name of the game today and anyone who would like to make it big in business must have the answer to the question What are you disrupting today? In fact, this is the question every business and start-up must ask for themselves, not only to survive but also make a mark in this world of cut-throat competition.

 

2. Fail fast and fail often

Failure has never been more recognised and more encouraged than now. The importance of failure was best brought out by the famous saying of Thomas Alva Edison, “I have not failed. I have just found 10,000 ways that won’t work”. Failure is the stepping stone for success and nobody who has succeeded wouldn’t have done it without ever tasting a slice of failure earlier. Behind every successful entrepreneur, you can find a string of failed initiatives and this applies equally well in the case of the technology businesses and products too. I don’t mean in any way that we all must have failure as our goal, but what is important is to be prepared for failure, often to the extent of keeping it as option A. This would help ensure that you cover all the possible scenarios. Also, when you fail, you are bound to become battle-hardened because with failure, you know what works and more importantly what doesn’t work.

Fail fast, fail often_texavi

It may seem that I am all for hailing failing, but the important bit is to recognise the need to fail early. Failing early on helps us to correct the course quicker and better. It will also help us in preparing to prevent similar instances or occurrences in the future. Failing earlier is better than failing quite later down the line, as the impact would have been lesser as also the resources required to for corrective action. Failing often is also a key step in the journey of progression and success as that shows the continuous endeavour and effort for improvement.

3. Adopt the Hacker way

Times are gone when people want to do things in a linear, bureaucratic and often long-winding manner. From venture capitalists to employers and financial markets, everyone nowadays insists on street-smart, tech savvy and ingenious attitudes on display. In a world where the boundaries between work and play are being constantly erased, what one needs is the ability to make a killing with speed, accuracy and confidence. One word to describe all of these and more is HACKER. Yes, hackers, at least in the context of IT industry, are your new battle-ready warriors who are the new age ninjas to pump up the productivity, profits and products’s successes through their shrewd, speed and solid work.

Hacking - brilliant idea

Hacking is not evil anymore, well if done with the right intent and intentions. It used to be often associated with young, smart brains turned in the wrong direction a la snooping. In the context of this post, I am referring to hacking in a slightly different skill – that of “doing” rather than relying on lengthy debates and futile processes. When Facebook went for the IPO, we got to know one of the secrets for their sustained success, which is The Hacker Way. Hacking in this sense is not about snooping, but it is the ability to quickly conceptualise, design, develop and test a product or feature quickly  and iteratively. So, there is no two ways in embracing the hacker way to deliver and turn around successful products, services and concepts quicker and more effectively.

4. Lean is in, are you ready

Building huge monoliths of businesses had been the key focus in the last few decades where power and might took precedence over everything else. Excess drive was on to build up the industrial mega-revolution making things bigger, mightier and powerful without consideration for the effectiveness, efficiency and long-term sustainability. However, as technology led from the front in the last couple years, businesses realised that its not the size and strength that matters, but efficiency and productivity on a sustainable basis. So, lean is in and started to impact various industries from manufacturing to IT. Going agile and being lean is not in processes alone, but must be replicated in people and other resources too.

Be_nimble_and_lean_TEXAVI

I shall touch upon each of these topics in greater detail in the upcoming blogposts. Please drop in with your feedback for further improvements and yes, you can also share some ideas for new topics. Have a nice time and until the next post, ciao!

 

Agile Development, Business Analysis, Conference, Events, Information Technology, Innovation, Mobile, Product Development, Social Technologies, User Experience, User-centered Design

I am both happy and proud to announce the launch of Texavi’s IMAGINEERING conference. As part of the IMAGINEERING series of events, Team Texavi is hosting the IMAGINEERING – INDIA, 2013 conferences in India. The theme for this year’s event is Technology trends, challenges and opportunities in the times of Digital. Mobile. Agile. Social. The conference will have talks, panel discussions, special sessions, exercises, activities, fun and more. We have got a great lineup of eminent speakers on our elite panel, leaders who have been there, done that in the IT industry. This year, we are hosting the conference in Hyderabad on Friday, 23rd Aug,2013 and in Mumbai on Friday, 30th Aug 2013. In this blogpost, I will touch upon the motivation and bring into fore a few facts about the upcoming Texavi’s IMAGINEERING – INDIA, 2013 conference. Hope these will help in making a strong case and encourage you to be part of the event.

1. What is this conference all about

Texavi's IMAGINEERING - Main Theme

The IMAGINEERING – INDIA, 2013 is a conference for the  IT community organised by the IT community. It focuses on the topics and issues  that matter for IT professionals. The theme of the conference this year is Technology trends, challenges and opportunities in the times of Digital. Mobile. Agile. Social. We are living in an ever-changing world full of digitised and increasingly portable solutions. As they say change is the only constant thing, now more than ever, we have a need to be prepared, respond and manage change in a more effective and efficient manner. And then there is no denying that going social (and using the popular social and professional networks) is not an option anymore, for businesses and individuals too. So, it can safely be argued that the IMAGINEERING conference dwells on the most important, current and pertinent topics and issues for the IT community.

2. Theme and focus areas

With environment-friendly, cost-effective and accessible solutions, the digital, mobile, agile and social solutions are having a significant impact on the way we live, work and relate to each other. They help shape up and make us better equipped to face the ever-changing world. However,alongside the opportunities and benefits, these also bring forth numerous challenges in the form of intrusion into privacy, potential risks to health, hazards to the future generations of humankind and the long term impact on the sustainability of our Planet Earth. There is no better time and place to pause and ponder about these, than at the IMAGINEERING – INDIA, 2013 conference.

 

Texavi_IMAGINEERING_Themes

 

3. Who is the IMAGINEERING conference for

Texavi’s IMAGINEERING  – INDIA, 2013 is a compelling platform targeted for all the experienced, young and aspiring IT professionals in India. From the core IT workforce i.e., developers, analysts, designers and testers to the managers of projects, products and processes, IMAGINEERING 2013 caters to the needs and goals of the Indian IT professionals. The conference has everything you needed and more…from speeches by leaders to panel discussions, from career camps to contests, from interactive exercises to fun games and from useful insights and snippets to great takeaways. With all these interesting and useful programmes, rest assured the IMAGINEERING – INDIA, 2013 conference packs quite a punch!

Texavi's IMAGINEERING - Who should attend

 

4. What makes IMAGINEERING – INDIA, 2013 so compelling

There are a host of things that makes the IMAGINEERING – INDIA, 2013 conference unmissable for the IT professionals. Great line-up of speakers, fantastic panels formed of eminent and prominent IT professionals, current and topical themes are just a few reasons urging you to be there. Besides these, we have planned some really cool, interactive,  informational and entertaining programmes to keep the participants engaged and glued to their seats. Alongside the physical takeaways of swag bags filled with usable goodies, the participants will have great insights and ideas to take away, relish and cherish even long after the event. The conferences will be hosted at centrally located and accessible venues with state-of-the-art facilities. Also, the registration process is kept really simple and straight-forward so that you join us quickly and without any fuss. And last but not the least, the ticket price is kept very competitive so that we get as many people as possible. These are but a few good reasons for you to sign-up for the event, at the earliest.

5. A glimpse at the programme

I am giving below a peep into the package and coverage of the conference. Of course, this is neither full nor final but it’s enough to give you an idea of what the IMAGINEERING – INDIA, 2013 will have. Needless to say, the event is packed with the right mix of programmes, topics and people to offer the participants an enriching and rewarding experience. These are all presented in interesting and engaging formats ranging from talks, panel discussions, exercises, games and fun activities. The whole event is focused on IT professionals and so obviously we have quite a few programmes on the careers such as job hunting support and career camps. I mention here a few topics that we have already identified that form the crux of the IMAGINEERING – INDIA, 2013 conference.

  • What’s the next BIG thing? Advantage IT! A peep into the future of technology and technologies of future!
  • Pervasive, persuasive and personal! How mobile devices and apps are shaping up our world!
  • It’s a connected, changing and shrinking world! Blending technology, people and business for success!
  • Past Perfect. Present Tense. Future­­ ??? Trends, challenges and opportunities in the IT industry
  • Designed in India. Made in the USA! Paradigm shifts impacting the IT industry and community
  • From Promise to Profit! Prioritising is key with the 3 PROs – Products, processes and projects!

Hope this post helps in setting the stage for the upcoming IMAGINEERING – INDIA, 2013 conference. Keep a watch on this blog for more interesting and insightful posts on the themes, topics and focus areas of the event. Until next post, ciao!

 

 

 

 

 

Information Technology, Innovation, Social business, Social Technologies, User Experience

Thanks to the social media, businesses are now relying on the social channels besides the mainstream media. Apart from having a web presence, companies are now having their presence on social and professional networks. Because of this, there are more networks, more people and more content getting shared. As highlighted in my earlier posts, social business is not an option for organisations now. Businesses have now acquired thousands of followers, friends and fans on the social networks. But these numbers fail to indicate the true success of a social business. What then are the true indicators for the progress in a social business journey? Our Social Business Maturity Model helps! With the Key Progress Indicators (KPIs), you can easily assess the progress and measure your success. In this post, let us look at these KPIs and how they offer insights into the social business performance.

Measures and metrics in mainstream media

I would prefer to call traditional, digital and online media together as mainstream media. These incude print channels such as magazines,newspapers, electronic media including television and radio, web channels like web sites and web applications. As the saying goes, “measure it to manage it”, people have been measuring the progress of the effectiveness using these mainstream media. Measures and metrics like sales per region and ROI have become standard across industries. However, going by the current trends, their usage is limited and cannot be relied upon to judge the impact across all channels of the business. The following are some of the popular numbers, which are still helpful to get some understanding about the performance on the specific channels.

  • Sales per region – all
  • Number of impressions – newspapers and magazines
  • Number of footfalls – Physical stores and shops
  • TRPs – Television
  • Conversion rates – Web sites
  • Page views – Web sites

Social media brings new measures for businesses

Besides the above, social businesses now have newer measures added to manage, track and measure the social efforts. Since social networks are mainly focused on people and content aspects, businesses are engaged in connecting and following people and viewing, sharing and creating content. Alongside these activities, advertisements in Facebook, YouTube etc., help businesses generate leads and enable online transactions, smoothly. In line with the activities and social engagements, the newer social measures and metrics emerged that would help track these activities. These ranged from the simple measures like number of followers to more complex metrics like influence score and engagement score. However, these numbers alone are not helpful to see the activities on social networks and the results therefrom, in silos. They are not of much use in getting the big picture for social business. Our Social Business Maturity Model and the associated KPIs surely give a better visibility on the activities and results.

Social measures, metrics and analytics

According to the Social Business Maturity Model, there are 3 key areas that offer insight into how the social efforts are performing. These are the people, content and business. Within each of these 3 areas, there are measures, analytics and social business insights. The measures add up to the metrics and they in turn contribute to generate the usable insights.

  • Social measures
  • Metrics and analytics
  • Social business insights

Social Metrics - FocusAreas -SBMM - Texavi

Social measures are pure numbers that are straightforward and do not depend on other measures. These are expressed typically in numbers, averages and time taken to perform an action. Examples for social measures are number of followers, views, likes, shares, votes etc. Metrics and analytics, on the other hand are derived from the social measures.  For instance, influence score, engagement score and network reach are some of the popular analytics that we track and analyse for understanding the user behaviours, content quality and campaign’s performance. Social business insight is the overarching measure that would help understand the effectiveness of a campaign or series of activities on the social networks. Total value per action, for example is one such social business insight that is derived from the metrics and analytics.

Social Business KPIs

In the Social Business Maturity Model, the Social Business KPIs offer the true insights about the performance, progress and success of the social business efforts. While most of them are quantitative, a few of them are based on the qualitative aspects. These are derived from the social metrics and analytics. And metrics in turn, are computed based the social measures. A case in point is the analytic ‘network reach’ is dependent on the social measures – no. of followers in the networks, no. of new followers added in the last week, no. of FoF (friends of friends) etc. This analytic network reach however is not complete in itself and cannot be a great business value. So, we have a KPI called Total Value per Action (TVA) which is derived from other related analytics like the influence score, engagement score, number of leads generated from the advertisement, number of transactions triggered etc.

The following diagram shows how an insight, total value per action, is derived from the associated metrics and social measures.

TVA - Social business insight -SBMM -Texavi

 

Hope you find this post on the social business insights helpful. Please feel free to drop your comments and feedback. Until next post, ciao!

 

Behavior Modeling & Design, Business Analysis, Information Technology, Innovation, Social business, Social Technologies, User Experience

Businesses, like individuals grow over time, adjusting themselves to the changes, situations, market demands and business drivers. Organisations mature in their processes, improving continually their products, services and operations. Often the maturity happens by doing, learning and unlearning from their own experiences. However, some other times, maturity could come in through vicarious learning i.e., looking and observing at others and their ways of working. This applies equally well to the social businesses which undergo different stages of progression. Social businesses join networks, identify their goals, create and innovate content and engage people. As they mature, the focus shifts from selling their products and services to building their brand. In this post, I will first touch upon the criteria for defining a successful social business and then discuss how you can drive your social efforts with the social business engine.

Maturity levels show progress towards goals_SBMM_Texavi

1. First define the goals and success criteria  

In order to become successful, the first step is to identify and define in clear terms, what success means. The definition of “done” and the success criteria have to be specified and agreed upon well in advance. These will help the organisation, team members and also the stakeholders to understand the progress. To be able to understand whether you have reached your goals, you must first define what the goals are. For social businesses, as I mentioned in my previous posts, the goal is to become a people-focused business. This goal translates into the organisation delivering experiences instead of products and services. Success also depends on how well businesses help change the behaviours of their customers and users.

I think social businesses must focus on the following areas, to become successful.

  • Brands, not just products and services
  • People, not just customers and users
  • Experiences, not just engagement and influence
  • Habits, not just one time actions
  • Insights, not just metrics and analytics

Goals for Social Business_SBMM_Texavi

2. Identify the key drivers – People, content and business

There is no doubt that the social business engine powers your social initiative providing the direction and fuel for your social efforts. I view this engine as comprising three main components- people, content and business. The social business hinges on these 3 key components, and they are inter-related among themselves. People contribute and create engaging content, and this content leads conversations to transactions. Yes, its true that social networks are about conversations. But merely engaging people with interactive content does not help businesses become successful at social business. So, a combination of people, content and business working in tandem would help build successful social businesses. No wonder most successful social businesses have got it right with these three components of the social business engine.

Power with Social Business Engine_SBMM_Texavi

3. Invest in people, the true asset to social business

The way organisations manage their relationships with people shift from one level to another, as they get matured in the social business. The maturity on this component of the social business engine varies from being a novice at identifying the right people within their networks to actively engaging them. In the initial levels, you put the efforts in finding and connecting with the right people in the target networks. You slowly start to follow them and their activities, interact with them in different ways to create some value in the process. But as you reach higher levels of maturity, you go beyond conversations and engage them with innovative content, and encouraging them to conduct commercial transactions. This happens as there is increased level of trust and also there is a sense of give-and-take between the people and you. At the highest level is the goal to influence and delight the people, coercing them to make or break habits, to the advantage of all involved.

Here are some top tips for getting it right with people-focus. Some of these are aligned with our Unified Experience Framework.

  • Look beyond customers. Focus on People {customers, users, stakeholders, followers}
  • Follow and be followed by the right people on your networks
  • Enable people to change their behaviours
  • Synchronise people’s online and offline behaviours
  • Deliver unified experiences across multiple platforms and channels
  • Cut out the noise and care for people’s voices and heartbeats

4. Create meaningful and engaging content 

Curating, creating and innovating content is critical for the success of any social business. Curation of the content can happen when there is a value-add done by means of sharing it to relevant people and making changes to it. Social businesses can succeed when they could enhance the content and also innovate. Innovation with content can be done in many ways, based on the industry, size and nature of business. Essentially, businesses innovate when they create different types of content altogether. For instance, Apple created iBooks and gave power to small time authors who want to publish their books, quickly, easily and in a cost-effective manner. Many companies who have been traditionally printing books, started with digital publications. The content is still the same, but these companies innovated with different way of delivering it.

5. Social business goes beyond conversations

Engaging people on the networks with interesting content is key for social businesses, to start with. Also, encouraging people to be involved in meaningful conversations aligned to the business interests of the organisation is critical too. However, as the business matures, the focus needs to be to interactions leading to commercial transactions. Otherwise there is not much of a value-add for the business to be on the social networks. You should start to motivate people to do online transactions, review your products, recommend of their friends so that they become your customers too.

Hope you find the above points helpful in building your social business. As always, please feel free to drop in with your comments and suggestions. Until next post, ciao!

 

Business Analysis, Information Technology, Product Development, Social business, Social Technologies, User Experience

“Markets are conversations” – this saying is absolutely relevant to the current times. No wonder social media nowadays is not optional for businesses anymore. Increasingly, more small and medium enterprises have been embracing social networks albeit a bit coerced by competition than willingly. However, not all of them who adopt the social business route are successful. A handful of them have found the right path, stuck to it and achieved success. That brings a valid question in our minds – how would you measure the success of the efforts in building a social business? Like the well-established SEI-CMM model, success in social business too depends on the capability and  the maturity of the organisation. I came up with the Social Business Maturity Model, akin to the SEI’s CMM, but contextually aligned to social business’s focus areas and processes. This post touches upon the key aspects in assessing the efforts of the business, internally and the resulting output, externally.

Why to assess and measure the social efforts

It is evident that organisations are investing their efforts, resources, people and money into making their businesses socially successful. Irrespective of industry, size and domain, these companies have taken the social business journey. They have put in place various processes and are actively undertaking various activities towards the social initiative. There should be a way of assessing and measuring where an organisation is in the context of this social efforts and processes. Texavi’s Social Business Maturity Model(SBMM) would help you to assess how mature an organisation is in the continuum from Level 1 being an initial phase to Level 5, being the Optimising phase. The SBMM enables the small and medium businesses primarily, to understand what it takes at each phase of the Social Business journey and invest their resources and efforts accordingly.

Texavi’s Social Business Maturity Model – Overview

I thought about this SBMM framework, considering the internal and external facets of any organisation. These two perspectives are helpful to assess and analyse the resources,processes and efforts required internally to generate the desired results, externally. This SBMM framework, the levels, key focus areas and the maturity matrix are based purely on my understanding and views and I did not refer to any industry or academic source, for similarity or differences. Within each of the focus areas, the organisation’s  is divided across 5 levels starting from Level1 : Start-up through to Level 5:Tune-up.The 5 Maturity Levels - Texavi's SBMM

 

Social Business internal focus – What you can do

There is no doubt that companies have to focus on selling and marketing their products and services to improve their bottom lines. However, social businesses have to do much more than this. The focus has to shift from their products and services to enhancing their brand equity, which is a larger goal to accomplish. However this cannot be achieved overnight or with a magic wand, but done gradually. So, an organisation matures across the 5 levels in the SBMM to reach the stage where the focus is clearly on building their brand. In the same way, businesses traditionally focus on selling and advertising to their customers and they extend this behaviour to social media as well. On the social and professional networks too, companies use the tone of selling to customers. However, this needs to change to a tone of engaging people in meaningful conversations.

The key focus areas for the internal focus of the social businesses, as per the SBMM are:

  • Business Focus
  • Processes
  • Delivery platforms & channels
  • Activity on social media

The following diagram illustrates these points highlighting the key focus areas for an organisation to take care of, internally:

Key Focus Areas - Internal View - Texavi SBMM

 

Social Business external focus – how you do

Marketing and communications are like the face of the organisation, presenting their view to the external world. Customers and users have always been the focus of organisations traditionally. However, with social media businesses now need to extend their reach beyond the customers to followers, friends and fans on the social networks. Also, for successful social businesses, content becomes a key strategic tool. As the organisation matures in its social business approach, they move from consuming and sharing the content to curating and creating engaging content. Messaging too gradually shifts from being interruptive to highly-contextual and personalised to the users.

The key focus areas for the external focus of the social businesses, as per the SBMM are:

  • People
  • Content
  • Business Focus
  • Messaging

The diagram given below presents the key focus areas that an organisation should take care of, externally:

Key Focus Areas - External View - Texavi's SBMM

I will try and continue my thought process on the Social Business Maturity Model in the next few posts. Also, on Texavi’s web site and White Papers, you can find more details on Texavi’s SBMM such as the Maturity Matrix and focus areas. Feel free to share your views and feedback on this post. Until next post, ciao!

Behavior Modeling & Design, Business Analysis, Information Technology, Innovation, Product Development, Social business, Social Technologies, User Experience

A few days ago, I was thinking about what separates the great organisations from the good ones.  I tried to connect a few successful companies with the secrets behind their success. Here is a small question for you to get thinking on this..what is common to Google, Apple and simple? Of course the letters LE, but the prize goes to the correct answer, “their commitment to make people happy”. Google and Apple have positioned themselves as people-focused firms, creating innovative products and services that not only work for people but also delight them. They have established a clear differentiation based on delighting their customers, stakeholders and followers with simple and easy to use products and services. In this post, let us learn how any organisation which aims to become a social business, needs to focus on ‘the people’ to be successful.

Focus on people – Make them happy

Businesses traditionally have been focusing on people  in one form or the other. Every organisation works hard to keep their customers happy as that would guarantee their existence. Some businesses focus on keeping their employees satisfied with good facilities, pay and perks.These companies think that happy employees lead to higher productivity and thereby better results. A few large organisations with deep pockets can afford to keep not only their customers and employees  happy, but also extend their reach to the stakeholders like shareholders and suppliers.  However, a social business needs to do all the above and a bit extra as well. Let us see in the next section what social businesses need to do to get it right.

Social Businesses focus on People

Social business – Internal and external people

Social businesses have to optimise their business strategies, operations and resources towards the ‘people’. The people here means those who are both ‘internal’ as well as ‘external’ to the organisation. Internal people are the employees and other key stakeholders such as the management, sponsors and the shareholders. They are critical to the success of any initiative as everything starts with them, from the business vision to strategy, from planning to execution and delivery. External people refers to the customers and suppliers. However, in the context of social business, the list doesn’t end here. These external people include the followers, friends and fans on social and professional networks. Social businesses succeed by putting the people’s interests first beyond anything. Their business objectives and bottom lines are all dependent on their people-focus. Social businesses have to ensure that both the internal and external people are happy.Here is how they can achieve this. :

  • Involve, encourage and empower the right teams
  • Find, connect and follow the right people
  • Educate, influence and engage your followers

In the following sections, let us see how the organisations can become effective following the above rules.

Involve, encourage and empower the right teams

Teams make or break your organisations initiatives and attempts for successful campaigns. Great teams often are one of the biggest success factors behind great social businesses. You need to involve the team members from the very beginning so that they none of the team members feel left out. Also, this would help build ownership in them and increases their responsibility. Encourage and motivate the team members to start delivering towards the goals of social business. Empower them to take decisions on their own, try new things and implement their ideas. No matter if the ideas are bad or good, let the team work on those ideas and realise the efficacy of these ideas, on their own. Empowering the teams enables the team to own up the social business initiative and deliver activities and succeed, all by themselves.

For successful social business, empower the team and allow them to:

  1. Estimate the efforts and timelines
  2. Come up with the plan
  3. Commit and agree upon the plans
  4. Deliver on the plans
  5. Bring out the problems, if any, during the execution

Find, Connect and follow the right people

Whereas the teams working on your social business are internal to your organisation, you also need to look outside of your business. These are customers, suppliers and others, speaking of traditional businesses. Often in the context of social business, this extends to those people in your social and professional networks. Follow these simple rules to follow the right people on your social and professional networks.
  1. Define the profiles of the people who fit your business requirements
  2. Create a persona with the demographics and psychographics
  3. Search, browse and look out for the people fitting in the persona
  4. Connect to these people and follow their activities on networks
  5. Interact with them by liking and favouriting their content
  6. Engage with the people by sharing their content across networks
FindConnectFollowandInteractWithTheRightPeople

Educate, engage and influence your followers

Following people on the social and professional networks, interacting with with them and sharing their content is one thing. It is quite another level to get people to follow you. Even harder is to engage people consistently with content that they are interested in. Of course, the most difficult step in the social engagement is to be able to influence your followers, friends and fans positively and increase their trust in you and your brand. The starting point for all of these accomplishments is to start sharing content which aligns with the interests of your followers. Make it worthy of their likes, and encourage them to comment upon and share it with others in their network. Influence your followers

Given below are some useful tips to help you with engaging your audience and influencing them.

  1. Identify the target audience from amongst your followers, friends and fans on networks
  2. Understand their interests and focus areas
  3. Align your campaigns and content to be aligned with their interests
  4. Interact with them, encourage people to like your content and share it
  5. Reach out to friends of friends (FoF) and widen your network reach
  6. Influence your followers to trust your brand and make them your ambassadors

Hope you find the above suggestions helpful in your social business efforts. As always, please let me know your views for improving this blog. Until next post, Ciao!

 

 

Information Technology, Product Development, Social business, Social Technologies

Are you still relying only on the static web site that was updated 5 years ago, a few printed marketing materials like flyers, and an external agency that handles your email marketing? These alone may not work anymore for the benefit of your business. No matter how large or small, old or new your organisation is, social business has proved to be the order of the day. The good old ways of marketing using the traditional media planning and advertising in conventional channels and the emerging newer ways of using social media are not the same. In the same way, optimising your content and applications for the customary search engines is not enough, as increasingly they need to be optimised for social media as well. However, being a social business does not refer to tweeting a few times per week and collecting Likes on your Facebook page, though these are good starting points. In this post, we will look at what it takes for a business to become a successful social business.

1. Go beyond a single web presence

Having a web presence with a web site, which rarely gets updated  is not a great step towards becoming a social business. You must increase your channels and distribute the effort, time and cost. Large organisations today have dedicated departments catering to social media and managing the campaigns around these networks. Increasingly these companies have people with the titles such as ‘Community Manager’, and ‘Social Scientist’. However, it might be an overkill for some smaller organisations to spend their resources on the social media marketing, at the cost of their core business. Bear in mind that there is no one-size-fits-all solution that works the same way for all businesses in the same way. To decide what you should have in your arsenal, you need to think about the following:

  • What is your core business?
  • What is the size of your organisation?
  • Who are your target customers?
  • Where do you operate?
  • What resources do you have?
UXF_Social Business Focus_Texavi

2. Conversations could be positive or negative

The focal point of the social and professional networks is enabling people to connect  and indulge in conversations. Often these conversations could be negative as well, which is quite expected considering that people do have different experiences with brands. Although, the motive behind these interactions could be not just the  brands, but also people’s encounters with products, services, solutions or most importantly other people representing any of these . Don’t expect people to always talk positively about you or your brand. Often they are influenced by their previous experiences with the which were not-so positive. Natural Language Programming and Sentiment analysis are a few of the tools that you can use to unravel the moods from among numerous conversations.

3. Conversion is the holy grail

Make no mistake, all that matters to a business in any industry of any size large or small, local or global, is conversion. Businesses since ages have been focusing on converting a prorspect to a customer and a customer to a loyal customer and then to a lifetime customer. The web came in and  along with helping businesses achieve the above aspiration, also added another dimension. That of converting visitors to registered users and then to the customers. With the advent of Social media, the fundamentals and business models did not change. These social networks enabled visitors who follow your organisation or brand, to become friends and fans. The conversion from visitors to friends and then to customers has become an easier and quicker process, though the numbers are low.

Conversion_Social Business Enablement_Texavi

4. Cut out your noise, care for people’s voice

Companies have been promoting their products and services vociferously as a ‘push mechanism’, using advertisements and branding campaigns. For these, they were using the traditional media such as Newspapers, Television, Radio and other print media. However, increasingly people are getting frustrated with the  noise generated by these brands. The trust on these companies and brands and customers’ belief in what they say is dwindling. One of the key factors why social media have become popular is this decreasing trust in brands and increased confidence in what other people say and do. This is what I call the ‘Pull mechanism’. In order to make your social initiative a success, the pull has to be given an equal, if not more, importance than the push channels. Focus on listening to the voices of the customers and those people who matter to your business. Observe, respond and resolve the complaints, problems and service requests from the people on these social media. large organisations like British Gas, AT & T and Apple already are actively using social media like Twitter and Facebook to listen, respond and resolve customer complaints and issues.

 

5. Deliver congruent “experiences” consistently

The key to success for any business is to deliver delightful experiences to their customers. Whether you have products or services, instead of focusing too much on features and functionality, focus on the experience offered by them to your customers and users. These experiences too have to be consistent and unified across different channels, media, platforms and devices that you use to reach your customers.  Inconsistent experiences lead to customers feeling dissonance and they are left confused with too may messages in too many forms. To offer this unified experience to your customers, you must balance the various channels such as traditional, digital,online, mobile and social media. Read this post on how you could achieve this integrated, congruent experience across multiple channels and platforms.

Hope you find this post helpful. As always, do drop in with your feedback, suggestions and critiques to help improve the quality of our blogposts. Until next post, Ciao!

 

Business Analysis, Information Technology, Product Development, Social business, Social Technologies, User Experience

A recent report on social media by ACSI, American Customer Satisfaction Index puts Facebook behind other social networks such as Google+ and Pinterest on user satisfaction. Yes, going social is not enough anymore, nor is creating a Facebook page for your business, tweeting on a regular basis or having a LinkedIn profile. Successful businesses are no longer just about being active on social media, and collecting analytics on engagement and influence. Time has come to move beyond the fads and integrate your brand and reputation management activities to deliver congruent and unified experiences to customers and users. In this post, we will have a look at the various channels available for businesses and how these can be leveraged to successfully manage reputation in an increasingly competitive market.

1. ORM is not just managing ‘Online’ reputation

There are many different ways in which you can reach out to your customers and users. The evolution of the various channels and media can be considered as a continuum over the past decades or even centuries. From the times businesses have been used to traditional channels like print and word of mouth to today’s social media, communication and reputation/brand management channels championed the cause of businesses. Texavi created a framework that traces the various channels and also maps how easy or hard it is to implement each of these channels. The infographic given below provide a perspective on various channels such as traditional, digital, web, mobile and social platforms that contribute to the organisation’s reputation.

Texavi's ORM model - evolution and ease of implementation

 

2. All channels are not the same

All channels don’t have the same flavour and they don’t behave in the same way. They vary in the way they are created, maintained and delivered through. For instance the traditional channels such as the print media might require initial installation and setup. On the other hand, the social channels such as social media networks like Facebook, Twitter accounts etc., need to be created, connected and integrated. These media differ on various aspects, each having its own set of characteristics and behaving in its own way. However, the real trick lies in how well you identify the right channels for your business and use them smartly. The following sections will help you in selecting this so that you will succeed at managing your organisation’s reputation.

3. Mix and match the channels for balance

Relying only on one channel at the expense of the other will only give negative results. That is why businesses need to focus on choosing the right mix of the channels and resources to manage their brand and reputation in a holistic manner. The above infographic also charts the evolution of these various channels/media and the ease of their implementation. Success in managing reputation in today’s world lies in identifying and using all the possible channels, based on the organisation’s expectations and experience. Also, note from the above infographic that the ease or difficulty in implementation could vary depending on industry, product, market dynamics and the specific organisation which is implementing it.

4. Get to know the critical factors

While some channels say, the print media could take longer time to implement whereas its comparatively quicker to create some others like web sites. Besides, other factors such as cost, resources required etc., could vary from one channel to another. You need to compare and contrast these various factors across the channels. I give below a list of some key factors that must be considered before you take any decision:

  • Cost of implementation
  • Speed of implementation
  • Manpower required
  • Materials and physical resources
The following framework provides maps the various channels on the cost vs. speed of implementation. You can see that there is a tradeoff and it is wise to choose the right channel(s) suitable for your industry, products and customers.

Cost vs. Speed of implementation - Texavi's ORM 4Q model

 5. Don’t go by fads and trends

Just because everyone has a Facebook page, you don’t have to create one, unless your business really need one. Following latest fads will only leads you into frustration and confusion, as you don’t see the expected results coming out of them. Before adopting and implementing a programme, it is important that you carefully consider the past experiences, resources available and the expectations of your organisation. Also, keep in mind the critical factors like cost and time for the implementation of the selected channels. For an integrated, well-oiled reputation management initiative, I suggest that you should aim for a perfect balance by choosing the best among the available channels and media and using them in a unified manner.

Hope these tips help you in getting it right with your ORM initiatives. Please drop in your feedback and inputs for making our blog better. Until the next post, ciao!

 

 

 

 

 

 

Behavior Modeling & Design, Conference, Events, Information Technology, Social business, Social Technologies, User Experience

“Social media is not an option for businesses, any more!” and “Markets are conversations” – these phrases pretty much reverberated among the speakers, visitors and organisations participating in the Social Media World Forum-2012, London. Held over 2-days at Olympia, London from 27-28 March, the conference reiterated the importance and urgency of socialisation of business, marketing and media. Great ambience, pleasant crowds, nice talks on current topics, insightful panel discussions and 1000’s of tweets buzzing the twitterwall….the #SMWF ( as it is popularly referred to) was a great place to be for businesses and professionals alike! Texavi took an active part this year, exhibiting at the event, by setting up a booth and demonstrating our capabilities. During the 2 days, Texavi’s stand received good visitors and the feedback during and after the event had been very encouraging. For photos and more updates on the #SMWF, visit Texavi’s web site and our Facebook Page.

SMWF London 2012 - Texavi exhibits at Social Media World Forum     Texavi exhibits at #SMWF 2012, London

Active participation from businesses and individuals

SMWF 2012 was well attended by businesses and people from all around Europe and a few from parts of Asia as well. Focusing on the core theme of social media, the conference catered to five streams — Social business, social TV, social shopping, mobile marketing and of course, social media. Besides the well-decorated and themed booths spread across the entire hall, there were workshops, talks, and panel discussions on the five streams. The topics for these workshops and talks were carefully chosen, ranging from the ubiquitous Facebook-focused marketing to the semantic analysis, and the more strategic aspects of brand management and social business enablement. For more information on the event, you can visit the official site.

Talk at SMWF  Interesting presentation at SMWF  Conversations at SMWF

Texavi @SMWF,2012

Texavi is proud and happy to have been associated with the SMWF this year. We set up a booth and exhibited our offerings to the visitors who showed keen interest. The visitors to Texavi’s stand no.10 were both excited and impressed by what we had got on the show. Participating in SMWF proved to be a good decision for Texavi as we got to meet some really nice people and had interesting inquiries. Texavi’s offerings stood out among the exhibiting lot, because of our unique, simple yet powerful frameworks. Out of the very few organisations focusing on the most important aspects for social business enablement, Texavi’s   unified and convergent experience framework and behaviour change and persuasion framework struck the right chords among the enthusiastic participants. For the brochures that we gave away at the booth, you can visit Texavi’s Downloads page. 

Booth at SMWF 2012  Visitors at Texavi's stand No.10 in SMWF

What’s special at SMWF2012

The main attraction of the event had been a specially built Twitterwall right in the centre of the venue, with a continual stream of the tweets about and around the topics of the event. This worked almost like a live heartbeat of the buzz going around in the event. Even though it was early Spring, the sunny weather outside did make people hang out at the bar lounge right in the centre which kept the conversations going. There was a special gaming zone where people could get their hands dirty with the latest and the most entertaining games. The workshops and talks were held at the specially set-up theatres in the corners to streamline the participants. Add to that the special attraction at SMWF was the messaging facility, for those tired after going around the stands and attending the workshops.

Lounge at SMWF  Gaming zone at SMWF Tweet board at SMWF

Key takeaways from #SMWF

As you would have guessed by now, SMWF helped participants with the right information, insights and networking opportunities. Though there are many a takeaway from the conference, I am attempting to do the impossible task of summarising the key points, below.

  • Social media and social marketing are not an option anymore for businesses
  • Social media is not just the responsibility of marketing /PR departments
  • Markets are conversations
  • Brands can reach out to their customers and leverage their reputation, thanks to social media
  • Gibson Guitars, Lego bricks are cases in point to show how big brands can be more effective when they get social

Hope you enjoyed reading this post. Please feel free to click through the links I provided all through, for more interesting photos, updates and information. Also, do drop in your feedback for making Texavi blog better. Until next post, ciao!