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Beyond A Buzzword:             Social Business Delivers             Michael Brito             SVP, Social Business        ...
W    E LIVE IN A MULTI-SCREEN    ECONOMY
A    TTENTION DEFICIT DISORDER
C    OMMUNICATION HAS NO    BOUNDARIES
E    VERYONE HAS A VOICE, INFLUENTIAL
B   RANDS NEED TO START THINKING    LIKE MEDIA COMPANIES
CORE BUSINESS OBJECTIVES REMAIN THE SAME
SOCIALTHE BRIGHT & SHINY OBJECT CALLED ….MEDIA  @Britopian                          #GoToExplore
Social Media “Marketing” Has CausedInternal Business ChallengesEMPLOYEES                               EXPANDINGInappropri...
WTF is Social Business Anyway?“   Social business planning is the blueprint for the transformation of an    organization—B...
The Stakeholder Ecosystem ValueCreation Model                        COLLABORATION                           COMMUNITY ENG...
Understanding The Social Brand VersusSocial Business                                   Programs                           ...
Social Business Affects More ThanJust Marketing                      Deeper levels of engagement with the social customer ...
Okay, Bullshit Aside, Now What? @Britopian                       #GoToExplore
The Establishment of A Social Media    Center of Excellence     EVALUATE                       ESTABLISH                  ...
How The Center of Excellence Integrates                            Within The Organization                                ...
Creating Approval Workflows For New   Account Creation                                                                    ...
Expanding Social Programs Globally                  1                     2                         3                     ...
Social Customer Support Decision Trees  And Process Workflows                                                             ...
Building A Real Time Listening Center @Britopian                             #GoToExplore
Content Creation, Approval And Distribution Workflows                                                        AUTOMATED    ...
Operationalizing The Content MarketingProcess    MESSAGING                                PLANNING                        ...
Thank you!Questions?Email: Michael.Brito@edelman.com @Britopian                        #GoToExplore
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Beyond A Buzzword: Social Business Delivers

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  • http://www.digitaltrends.com/social-media/study-confirms-social-medias-revolutionary-role-in-arab-spring/ Researchers at the University of Washington sifted through more than 3 million tweets, countless hours of YouTube videos and gigabytes of blogs to find out whether the Internet, and social media services like Twitter and Facebook really played the revolutionary role many claimed they did. According to the study, online chatter about revolution often began just before actual revolutions took place. And social media also served as an outlet for citizens of the region to tell their stories of revolution, which played an inspirational role for neighboring countries, the study found.In Egypt, where the Arab Spring blossomed, Howard and his team found that the number of tweets that mentioned revolution in that country exploded from 2,300 per day to more than 230,000 per day. The number of videos, Facebook updates and blog posts about government opposition also rose dramatically. 
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  • Transcript of "Beyond A Buzzword: Social Business Delivers "

    1. 1. Beyond A Buzzword: Social Business Delivers Michael Brito SVP, Social Business @Britopian@Britopian #GoToExplore
    2. 2. W E LIVE IN A MULTI-SCREEN ECONOMY
    3. 3. A TTENTION DEFICIT DISORDER
    4. 4. C OMMUNICATION HAS NO BOUNDARIES
    5. 5. E VERYONE HAS A VOICE, INFLUENTIAL
    6. 6. B RANDS NEED TO START THINKING LIKE MEDIA COMPANIES
    7. 7. CORE BUSINESS OBJECTIVES REMAIN THE SAME
    8. 8. SOCIALTHE BRIGHT & SHINY OBJECT CALLED ….MEDIA @Britopian #GoToExplore
    9. 9. Social Media “Marketing” Has CausedInternal Business ChallengesEMPLOYEES EXPANDINGInappropriate use of social media Social media programs globallyINTERNAL NON-EXISTENTConfusion of roles & responsibilities Governance models & PoliciesINCONSISTENT DISJOINTEDSocial media measurement practices Content & Community PracticesOUTDATED TECHNOLOGYCrisis communications models Selection and adoption within the org @Britopian #GoToExplore
    10. 10. WTF is Social Business Anyway?“ Social business planning is the blueprint for the transformation of an organization—BRIDGING THE EXTERNAL WITH INTERNAL, resulting in a ” more connected way of doing business and shared value for all stakeholders. @Britopian #GoToExplore
    11. 11. The Stakeholder Ecosystem ValueCreation Model COLLABORATION COMMUNITY ENGAGEMENT 3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT SOCIAL ENABLEMENT CUSTOMER SATISFACTION OPERATIONAL EXCELLENCE SOCIAL BRAND INTERNAL THE SOCIAL BUSINESS EXTERNAL (employees) (customers, partners, media) PROCESS SALES/REVENUE 4 IMPROVEMENT 1 CUSTOMER ADVOCACY PRODUCT INNOVATION PRODUCT FEEDBACK EMPLOYEE ADVOCACY @Britopian #GoToExplore
    12. 12. Understanding The Social Brand VersusSocial Business Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND SOCIAL RESULTS (External) BUSINESS(Internal) Training Process Collaboration Organization Models Research & Development Policies & Guidelines Knowledge Sharing Culture Infrastructure @Britopian #GoToExplore
    13. 13. Social Business Affects More ThanJust Marketing Deeper levels of engagement with the social customer throughCOMMUNICATIONS consistent and relevant content; ability to scale operations globally.CUSTOMER SERVICE The ability to solve customer problems quickly and efficiently. Increased collaboration between sales professionals in theSALES industry; robust social CRM platform and analyticsPRODUCT DEVELOPMENT Product and process innovation using the collective intellect of the communityHUMAN RESOURCES Staffing & recruiting, employee engagement and empowerment Bring products to market faster through increased collaborationSUPPLY CHAIN with partners in the supply chain @Britopian #GoToExplore
    14. 14. Okay, Bullshit Aside, Now What? @Britopian #GoToExplore
    15. 15. The Establishment of A Social Media Center of Excellence EVALUATE ESTABLISH OPERATIONALIZE THE SOCIAL LANDSCAPE A CENTRALIZED TEAM THE SOCIAL BUSINESS CENTER OF EXCELLENCE LISTEN PLAN ENGAGE• Conversation and • Identify the right sentiment analysis teams, stakeholders • Identify social listening and • Create plan for employee • Launch programs, events• Surveys, polls and and employees social CRM software training and campaigns stakeholder • • Manage internal Establish roles & • Establish a social media • Process and collaboration interviews responsibilities listening center design collaboration and• Data mining from communication projects internal communities • Achieve buy-in from • Determine internal & • Crisis coms and• Intelligence gathering senior leadership external topics customers support • Expand teams and• Internal Audits • Establish a escalation tree channels globally measurement framework* Examples of Organizational Structures Decentralized Centralized Hub and Spoke Multiple Holistic *Organization structure models from Altimeter Group @Britopian #GoToExplore
    16. 16. How The Center of Excellence Integrates Within The Organization Knowledge Management & Best Practice SharingMarketing & Organizational Readiness Measurement Framework & Reporting Campaigns & Initiatives Marketing Operations Campaign Reporting General Social Integration Training Community Customer Management Support Policies Community Management Product Paid, Owned Technology Insights Marketing and Earned Content Plan Media PR and Corporate Best Practice Communications Sharing Customer Support STRATEGY PLANNING EXECUTION MEASUREMENT Social Media Center of Excellence @Britopian #GoToExplore
    17. 17. Creating Approval Workflows For New Account Creation Be sure to Yes connect with them. 1. Community Need 2. Existing Accounts and/or Strategies Reach out to the Do you know the Social Business No account contact? Center of 3. Adequate Resources Yes Excellence 4. Manager Approval Yes See #2. 1. Have you notified your manager about this? Be sure to discuss Is there a pre- No with your manager existing brand Looks like you Yes account you can may need to Is there a true partner with? No create an need from the account, but two Create an account community to considerations. and not social Yes Yes create a social media team.. Share media 2. Do you have PW with manager Have you channel? Hold off until resources toreviewed the there is sustain theSocial Media No account long community Click here to Guidelines? demand I’m term? connect with the Discuss needs with Review Social Not No Sure Social Business manager No Media COE to discuss. Guidelines @Britopian #GoToExplore
    18. 18. Expanding Social Programs Globally 1 2 3 4 Identify Analyze Plan Engage Continuous Monitoring Track & Evaluate 51. Identify: Determine the appropriate regions for marketing plan and solidify expansion and determine if there is an moderation/governance policies. Decide on an opportunity to engage effectively internal collaboration framework with other2. Analyze: Conduct a conversation audit and regions determine if the business has the appropriate 4. Engage: Launch programs while maintaining resources to scale operations (i.e. content, general community engagement on social community manager, creative) media channels3. Plan: Create a crisis communications and 5. Track & Measure: Establish reporting workflow plan. Determine creative strategy and frequency and determine the best measures of make technology decisions. Create content success @Britopian #GoToExplore
    19. 19. Social Customer Support Decision Trees And Process Workflows Engage Re-direct Privately NO NO YES YES Engage Converse Compliment Assess Proceed Proceed Re-direct in public? further? YES NOCommunity NO Managers Expertise NO YES Can CM Engage Product with Assess help? Privately product? YES Participant upset? Monitor Conversations !! Complaint !! Is Is topic Positive Company Proceed engagement Proceed sensitive? outcome? NO positive? YES YESCommunity YES NO NO Legitimate? Engage ?! Other issues !? Assess Proceed Privately YES NO Engage Do not engage Re-direct (optional, but recommended) Privately LISTEN ASSESS ENGAGE REPEAT @Britopian #GoToExplore
    20. 20. Building A Real Time Listening Center @Britopian #GoToExplore
    21. 21. Content Creation, Approval And Distribution Workflows AUTOMATED Sends to Editor for Review Content Team Contributor Scheduled AnalyticsBrainstorms Writes for PublishContent Ideas Content In Review/ In Revision 0 1 2 3 4 5 6 In Review/ In Revision Content Approved Posted to Social Content Not Channel Approved @Britopian #GoToExplore
    22. 22. Operationalizing The Content MarketingProcess MESSAGING PLANNING CREATION | CURATIONBrand Narrative/Messaging Identifying Roles & Determining Financial Responsibilities Investment For Content Target Segmentation Creation Process & Workflows ForCommunity Insights (how do Approvals Supportive Technologythey view the brand, how do they talk about it? Employee And Customer Programs, Campaigns, Participation Product Launches Search Behavior Internal Collaboration With Social CRM INTEGRATION Web Analytics Support and Other Teams Paid / Earned / Owned Media 3rd Party Content OPTIMIZATION Global Integration (programs & campaigns) MEASUREMENT Real Time Analytics Engagement Metrics Escalation Work Flows DISTRIBUTION Clicks, Page Views, Downloads, Sales, Community Identifying the Right Platforms Growth COMMUNITY MANAGEMENT Global Expansion Behavior Change Governance Command Center Operations Brand Sentiment And Awareness Solving Customer Problems Reciprocal Altruism @Britopian #GoToExplore
    23. 23. Thank you!Questions?Email: Michael.Brito@edelman.com @Britopian #GoToExplore
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