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SMART BUSINESS, SOCIAL BUSINESS                                      A PLAYBOOK FOR SOCIAL MEDIA IN YOUR ORGANIZATION     ...
THE EVOLUTION OF SOCIAL BUSINESS                                                                                          ...
HOW DOES THE SOCIAL CUSTOMER BEHAVE?    • The customer journey is      dynamic; and always changes    • Brands need to hav...
THE SOCIAL CUSTOMER & THE BRAND EXPERIENCE                                                                       Research ...
THE NEW PURCHASE FUNNEL    • A brand should build relationships with      the social customer on order to drive      advoc...
DEFINING A SOCIAL BRAND              A social brand is any company, product, individual, politician that uses social techn...
CHAOS EXISTS IN THE ORGANIZATION TODAY                                                   TWEETS                           ...
EMPLOYEES DON’T KNOW HOW TO BEHAVE@BRITOPIAN ON TWITTER                100% of all book royalties are being donated to Not...
CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT                                                  My team owns the          ...
MULTIPLE & DUPLICATE SOCAL MEDIA CHANNELS@BRITOPIAN ON TWITTER                 100% of all book royalties are being donate...
MEASUREMENT INCONSISTENCY@BRITOPIAN ON TWITTER       100% of all book royalties are being donated to Not For Sale
ORGANIZATIONS FOCUSING ON INTERNAL CHANGE@BRITOPIAN ON TWITTER                100% of all book royalties are being donated...
FROM CHAOS TO GOVERNANCE                                                 GOVERNANCE MODEL                                 ...
ACTIVATING EMPLOYEES TO ENGAGE                          Proficiency Level   Channel(s)   Employee Engagement Behaviors    ...
ESTABLISHING A CONTENT LIBRARY@BRITOPIAN ON TWITTER            100% of all book royalties are being donated to Not For Sale
ESTABLISHING A MEASUREMENT FRAMEWORK                Financial Impact                Metrics                • ROI          ...
ESTABLISHING A MEASUREMENT FRAMEWORK                Financial Impact                Metrics                • ROI          ...
USHERING IN SOCIAL BUSINESS    • A social business is built upon three      pillars – people, process and      technology ...
SOCIAL BUSINESS DEFINED              A social business is any organization that has integrated              and operationa...
BUSINESS & BRAND ALIGNMENT = RESULTS                                             Programs                                 ...
SOCIAL BUSINESS VALUE CREATION MODEL                                          Sales                                       ...
SOMETIMES IT’S THE SMALL THINGS@BRITOPIAN ON TWITTER             100% of all book royalties are being donated to Not For S...
SOMETIMES IT’S THE NOT SO SMALL THINGS@BRITOPIAN ON TWITTER                    100% of all book royalties are being donate...
SOMETIMES IT’S A BFD        Over the last 5 days,      there have been 63,106         twitter mentions;     12,3016,338 im...
ACTION SPEAKS LOUDER THAN WORDS!
THANK YOU FOR YOUR TIME!                                     Michael Brito                                     SVP, Social...
Dallas Social Media Club - Smart Business, Social Business
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Dallas Social Media Club - Smart Business, Social Business

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I presented this to the Dallas Social Media Club on Oct 20.

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Transcript of "Dallas Social Media Club - Smart Business, Social Business"

  1. 1. SMART BUSINESS, SOCIAL BUSINESS A PLAYBOOK FOR SOCIAL MEDIA IN YOUR ORGANIZATION MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING EDELMAN DIGITAL | @BRITOPIAN ON TWITTERHTTP://THESOCIALBUSINESSBOOK.COM
  2. 2. THE EVOLUTION OF SOCIAL BUSINESS 2008 to present THE EVOLUTION OF SOCIAL BUSINESS 2003 to present SOCIAL BUSINESS 1995 to present SOCIAL BRAND SOCIAL CUSTOMER • Technology Innovation gives customers a • Companies and brands join Twitter, • Organizations begin humanizing business voice Facebook and create corporate blogs operations • They are Influential • Engage with the social customer in various • Organizational models are formed to • Amplified voice across the social web channels include social media • Google indexing critical conversations • Social Media teams are forming slowly • Organizational silos are torn down between about companies • Small budgets are allocated on a project internal teams • Social Customers are trusted amongst basis to social media engagement and • Governance models and social media their peers as influence grows community building policies are created • Social becomes an essential attribute of organizational culture@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  3. 3. HOW DOES THE SOCIAL CUSTOMER BEHAVE? • The customer journey is dynamic; and always changes • Brands need to have multiple customer touch points to break through the clutter • Customers need to hear things 3 – 5 times before the actually believe (Edelman Trust Barometer)@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  4. 4. THE SOCIAL CUSTOMER & THE BRAND EXPERIENCE Research E N G A G E M E N T GOOGLE PRODUCTS & SERVICES Participate MINIMAL PARTICIPATION (FRIENDS, FANS 7 FOLLOWERS Share SHARE CONTENT WHEN CONVENIENT MAY POST A REVIEW (POSITIVE AND NEGATIVE) Advocacy AID AND INFLUENCE THEIR MICROCOMMUNITIES DOWN THE PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS BRAND IMPACT@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  5. 5. THE NEW PURCHASE FUNNEL • A brand should build relationships with the social customer on order to drive advocacy • Advocates talk about the brand, even when the brand isn’t listening • Advocates are trusted among their peers and within their micro communities • Advocates are aiding and influencing others down the purchase funnel • The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  6. 6. DEFINING A SOCIAL BRAND A social brand is any company, product, individual, politician that uses social technologies in order to communicate with the social customer, their partners and constituencies or the general public.@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  7. 7. CHAOS EXISTS IN THE ORGANIZATION TODAY TWEETS BLOG POSTS FACEBOOK UPDATES LEAKING RACISM CONFIDENTIAL INFORMATION HATE SPEECH BASHING COMPETITORS TALKING SMACK ABOUT MANAGEMENT@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  8. 8. EMPLOYEES DON’T KNOW HOW TO BEHAVE@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  9. 9. CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT My team owns the Facebook page!! Relax … I just wanted to post our DO YOU UNDERSTAND? press release….
  10. 10. MULTIPLE & DUPLICATE SOCAL MEDIA CHANNELS@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  11. 11. MEASUREMENT INCONSISTENCY@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  12. 12. ORGANIZATIONS FOCUSING ON INTERNAL CHANGE@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  13. 13. FROM CHAOS TO GOVERNANCE GOVERNANCE MODEL Organization Channel Employee Technology Policies Guidelines Design Creation Activation Deployment• Legal document • Guides employees • Directs the • Address the • Process creation for • Enablement• Addresses behavior on the organization to creation of new, new, existing process for internal compliance and is social web maximize its external facing employees that / external social very specific on • It’s good practice to structure to ensure social media want to engage applications what not to do co-create guidelines efficiencies and channels externally • Security & Privacy• Governs employees with employees scale • Creates consist • Training modules • Ensures technology behavior • Moderation policies • Provides guidance messaging and creates an increase consistency across• Employees liable for Facebook, of ownership for minimizes customer in employee the organization for actions Corporate blogs the social media job confusion proficiency function@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  14. 14. ACTIVATING EMPLOYEES TO ENGAGE Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies Vimeo, YouTube, Twitvid, Qik, Livestream, Video Record, upload video: live streaming, Hangouts Ustream, Google+ Content Creators Instagram, Picplz, Hipstamatic, Flickr, Advanced Photos Upload and Tag images Picassa Wordpress, Tumblr, Posterous, Microsoft Blogs Write and publish blog content blogs Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies Micro Share product related news, announcements Twitter, Friendfeed Blogging within micro blogging platforms Conversationalist Social Engage in two way dialogue about products, Intermediate Facebook, Orkut, Quora, Google+ Networks events and company news 3rd Party Respond to comments in 3rd party blogs NA Blogs Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies Send product related emails to friends, family Email NA Participant members and colleagues Basic Follow @brand and corresponding product Social Twitter handles , “Like” Brand Products on Facebook, Orkut, Quora, Google+ Networks Facebook – RT, Like, Share posts@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  15. 15. ESTABLISHING A CONTENT LIBRARY@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  16. 16. ESTABLISHING A MEASUREMENT FRAMEWORK Financial Impact Metrics • ROI • Paid, Earned, Owned Media Value • Purchase Funnel Metrics Non Financial Impact Metrics • Community Health - Growth • Community Health – Membership • Community Health – Engagement • Share of Voice@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  17. 17. ESTABLISHING A MEASUREMENT FRAMEWORK Financial Impact Metrics • ROI • Paid, Earned, Owned Media Value • Purchase Funnel Metrics Non Financial Impact Metrics • Community Health - Growth • Community Health – Membership • Community Health – Engagement • Share of Voice@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  18. 18. USHERING IN SOCIAL BUSINESS • A social business is built upon three pillars – people, process and technology • Change management and culture change is essential in order for genuine social business transformation to occur • Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  19. 19. SOCIAL BUSINESS DEFINED A social business is any organization that has integrated and operationalized social media within every job function (and process) internally.@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  20. 20. BUSINESS & BRAND ALIGNMENT = RESULTS Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND MEASURABLE SOCIAL BUSINESS (External) OUTCOMES (Internal) Training Process Collaboration Organization Models Research & Development Policies & Guidelines Knowledge Sharing Culture Infographic by @armano Infrastructure@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  21. 21. SOCIAL BUSINESS VALUE CREATION MODEL Sales Advocacy Product Feedback Social Customer Value Creation Social Business Social Brand Brand Enablement Engagement Product Innovation Product Discounts Process Improvement Relevant Content Solving customer issues@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  22. 22. SOMETIMES IT’S THE SMALL THINGS@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  23. 23. SOMETIMES IT’S THE NOT SO SMALL THINGS@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  24. 24. SOMETIMES IT’S A BFD Over the last 5 days, there have been 63,106 twitter mentions; 12,3016,338 impressions@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
  25. 25. ACTION SPEAKS LOUDER THAN WORDS!
  26. 26. THANK YOU FOR YOUR TIME! Michael Brito SVP, Social Business Planning Edelman Digital Michael.Brito@edelman.com @Britopian HTTP://THESOCIALBUSINESSBOOK.COM@BRITOPIAN ON TWITTER 100% of all book royalties are being donated to Not For Sale
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