Smart Business, Social Business: A Playbook for Social Media in Your Organization
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Smart Business, Social Business: A Playbook for Social Media in Your Organization

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This is a high level synopsis of the book, Smart Business, Social Business: A Playbook for Social Media in Your Organization by Michael Brito (@britopian)

This is a high level synopsis of the book, Smart Business, Social Business: A Playbook for Social Media in Your Organization by Michael Brito (@britopian)

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Smart Business, Social Business: A Playbook for Social Media in Your Organization Smart Business, Social Business: A Playbook for Social Media in Your Organization Presentation Transcript

  • SMART BUSINESS,
    SOCIAL BUSINESS
    Michael Brito
    Senior Vice President, Social Business Planning
    Edelman Digital
    Mobile: (415) 871 – 5165
    Email: Michael.Brito@Edelman.com
    Twitter: @Britopian
    HTTP://THESOCIALBUSINESSBOOK.COM
    100% of all book royalties are being donated to Not For Sale
  • THE EVOLUTION OF SOCIAL BUSINESS
    2008 to present
    THE EVOLUTION OF SOCIAL BUSINESS
    SOCIAL BUSINESS
    2003 to present
    SOCIAL BRAND
    1995 to present
    SOCIAL CUSTOMER
    • Technology Innovation gives customers a voice
    • They are Influential
    • Amplified voice across the social web
    • Google indexing critical conversations about companies
    • Social Customers are trusted amongst their peers as influence grows
    • Companies and brands join Twitter, Facebook and create corporate blogs
    • Engage with the social customer in various channels
    • Social Media teams are forming slowly
    • Small budgets are allocated on a project basis to social media engagement and community building
    • Organizations begin humanizing business operations
    • Organizational models are formed to include social media
    • Organizational silos are torn down between internal teams
    • Governance models and social media policies are created
    • Social becomes an essential attribute of organizational culture
    The social customer is gaining influence everyday and their voice is amplified via the social web .. says @britopian
    …tweetable moment
    100% of all book royalties are being donated to Not For Sale
  • HOW DOES THE SOCIAL CUSTOMER BEHAVE?
    Product Discovery
    • Active on Google, research products before purchase
    Social Participation
    • Fans, followers, likes and RSS subscribers
    Sharing Content
    • Engaging with a brand in a two way dialogue, not just consuming content but creating content
    Brand Advocacy
    • Discuss the brand within their own micro communities, without hesitation or the need for incentives
    The social customer participates a variety of different ways; brands need to be omnipresent and engage with them @britopian
    …tweetable moment
    100% of all book royalties are being donated to Not For Sale
  • 2011 GLOBAL SNAPHOT OF THE SOCIAL CUSTOMER
    EUROPE (EMEA)
    31% comment on blogs
    27% comment in forums
    20% uploaded a video online
    39% uploaded a photo online
    63% watch a video online
    13% actively blog
    LATIN AMERICA
    49% comment on blogs
    35% comment in forums
    41% uploaded a video online
    56% uploaded a photo online
    74% watch a video online
    27% actively blog
    ASIA PACIFIC
    42% comment on blogs
    43% comment in forums
    29% uploaded a video online
    50% uploaded a photo online
    65% watch a video online
    37% actively blog
    Marketers should consider more than just Facebook and Twitter; there are other networks too says @britopian
    …tweetable moment
    100% of all book royalties are being donated to Not For Sale
  • 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
    Advocates aid & influencers their communities through the purchase funnel and don’t need incentives to engage says @britopian
    …tweetable moment
    100% of all book royalties are being donated to Not For Sale
  • DEFINING A SOCIAL BRAND

    When a product, brand, organization uses Twitter, Facebook, blogs, Google+ or any other social technology to connect with the social customer and/or its constituencies.
    A social brand is any organization that uses social technologies to engage with the social customer says @britopian
    …tweetable moment
    100% of all book royalties are being donated to Not For Sale
  • ORGANIZATIONS FOCUSING ON INTERNAL DYNAMICS
    • The social brand has caused chaos and organizational anarchy in many companies today
    • Employees are running wild on the intrawebs with little to no guidance, direction or governance
    • Different geographies and business units are creating social communities externally and not sharing or communicating internally
    The social brand has caused chaos for many companies today; now they are focusing on changing internally @britopian
    …tweetable moment
    100% of all book royalties are being donated to Not For Sale
  • 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
    A social business is built upon 3 pillars – people, process and technology says @britopian #socialbiz
    …tweetable moment
    100% of all book royalties are being donated to Not For Sale
  • UNDERSTANDING THE DIFFERENCE
    A social brand focuses on external communications w/the social customer. Social business focuses on the internal says @britopian
    …tweetable moment
    100% of all book royalties are being donated to Not For Sale
  • COMMON ORGANIZATIONAL MODELS - CENTRALIZED
    • In a centralized organizational model, the “social media” job function is usually owned by corporate communications
    • Little to no collaboration between corp com and other marketing organizations and business units
    • Organizational Silos dominate
    • No social media policies that empower employees to engage externally
    @britopian says that centralized social organizations are surrounded by silos that prevent knowledge sharing and communication
    …tweetable moment
    100% of all book royalties are being donated to Not For Sale
  • COMMON ORGANIZATIONAL MODELS - DECENTRALIZED
    • In a decentralized organizational model, the “social media” job function is scattered – everyone is doing it
    • Many decentralized organizations are a natural result of silos
    • Little tono collaboration or best practice sharing is happening
    • Loose social media policies exist but rarely enforced
    • Confusion about roles and responsibilities and conflict about “who owns” social media
    Social media was bred out of decentralized social organizations i.e. Product groups engaging with the social customer @britopian
    …tweetable moment
    100% of all book royalties are being donated to Not For Sale
  • FULLY COLLABORATIVE SOCIAL BUSINESS MODEL
    • A governing body, usually a “Center of Excellence” exists that is responsible for governance and strategic insights
    • Responsible for sharing best practices and technology recommendations with regions and other business units
    • Geographies and business units will execute external social media programs
    A fully collaborative social business is usually driven by a social media “center of excellence” says @britopian
    …tweetable moment
    100% of all book royalties are being donated to Not For Sale
  • FROM CHAOS TO GOVERNANCE
    Governance is the key to success for social business transformation; it builds intelligence and process @britopian
    …tweetable moment
    100% of all book royalties are being donated to Not For Sale
  • FROM CHAOS TO GOVERNANCE
    Creating a learning organization will help companies become more open and intelligent – necessary for social business says @britopian
    …tweetable moment
    100% of all book royalties are being donated to Not For Sale
  • Internal Metrics: numbers of employees trained :: number of employees blogging internally
    CREATE A PARTICIPATORY LEARNING ORGANIZATION
    Training Curriculum
    Training Curriculum
    Training Curriculum
    INTERNAL
    • Basics of Community Engagement
    • Listening & Monitoring Tools and Apps
    • Intended Uses of Social Media
    • Engagement Model &Escalation Process
    • Metrics Overview
    • Basics of Social Media (i.e. overview of blogging
    • Overview of owned media channels to include enterprise communities, blogs, Facebook and Twitter accounts
    • Policies & Guidelines
    • Simple Escalation process
    • Advanced tactics of Community Engagement and Management
    • Leveraging search to create social content for blogs
    • Metrics deep dive – understanding metrics and making data driven decisions
    • Advanced training on social tools and technologies like Radian6, Meltwater Buzz, Sprinklr, Shoutlet, CoTweet, and other publishing/listening platforms
    • Train the trainer
    Additional Material
    Additional Material
    • Desktop Conversational Guide
    • Links to owned media social media channels
    • List of industry influencers
    • Social Post Suggestions
    • Desktop Conversational Guide
    • Links to owned media social media channels.
    • List of industry influencers
    WHITE BELT
    Awareness & Engagement
    BLUE BELTFluency & Participation
    BLACK BELT
    Expertise & Ownership
    Organizational Expectations
    Organizational Expectations
    Organizational Expectations
    • Research & monitoring
    • Listening to owned media channels
    • Escalate conversations to others
    • Frequent tweeting and retweeting; responding to comments on/off of enterprise owned media channels
    • Responding to customer support issues and escalating to appropriate channels
    • Basic community management
    EXTERNAL
    • Frequent blogging, tweeting and responding to comments on/off of enterprise owned media channels
    • Solving customer support issues on and off enterprise owned media channels
    • Mentoring and training white and blue belts; team brown bags
    • Speaking at conferences
    • Participate in and attend bi-weekly social media integrations forums
    External Metrics: share of voice :: community growth :: aggregated reach and impressions :: number of customer problems solved
    From participation to complete ownership
    100% of all book royalties are being donated to Not For Sale
  • ESTABLISHING A MEASUREMENT FRAMEWORK
    • Establishing a measurement framework is more about ensuring that all stakeholders agree on social media measurement; and that its measured consistently across the organization.
    It’s less about how to measure social media; more about ensuring that everyone is consistent says @britopian
    …tweetable moment
  • 15 INDICATORS OF SOCIAL BUSINESS TRANSFORMATION
    Organizational leadership mandating that internal teams collaborate across functional business units, geographies, product teams and channel partners
    CEO and/or executive teams using social technologies to communicate externally and encouraging employees to do the same
    Social Media “Center of Excellence” teams and Social Organization Models forming
    Global/functional teams sharing best practices frequently; organizational silos die
    Social behaviors become engrained in the everyday fabric of employees’ workflow
    Social business becomes a consistent line item in marketing, operations and IT budgets
    Human Resources adds “social media” in job descriptions and employees are held accountable to participate
    One indicator of social business transformation is a consistent budget line item for social media says @britopian
    People
    …tweetable moment
    100% of all book royalties are being donated to Not For Sale
  • 15 INDICATORS OF SOCIAL BUSINESS TRANSFORMATION
    Governance models created, published and shared across the organization i.e. process for new employees to be trained to be social media practitioners, escalation processes, etc.
    Social Media Policies and guidelines co-created by senior management and employees
    Consistent social media measurement framework agreed upon and used to measure both internal and external social initiatives
    Workflows created that collect external customer feedback and filtered back to the product organizations
    One indicator of social business transformation are co-created social media policies and guidelines says @britopian
    Process
    …tweetable moment
    100% of all book royalties are being donated to Not For Sale
  • 15 INDICATORS OF SOCIAL BUSINESS TRANSFORMATION
    Internal communities and collaboration systems deployed and being used across functional business units – sales, marketing, customer support, supply chain management
    Collaboration happens within internal communities more so than in email or conference calls
    Social CRM capabilities, applications and systems become a priority in management and deployment
    IT loosens up firewall restrictions (bandwidth, IP blocking) of social media usage from behind the firewall
    One indicator of social business transformation is when collaboration becomes a priority @britopian
    Technology
    …tweetable moment
    100% of all book royalties are being donated to Not For Sale
  • THE SOCIAL BUSINESS CHANGE AGENT
    The social business change agent can be anyone in the organization that is inspiring and drive change @britopian
    …tweetable moment
    100% of all book royalties are being donated to Not For Sale
  • 100% of all royalties are being donated to Not For Sale Campaign!
    HTTP://WWW.NOTFORSALECAMPAIGN.ORG/