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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
Smart Business, Social Business: A Playbook for Social Media in Your Organization
Smart Business, Social Business: A Playbook for Social Media in Your Organization
Smart Business, Social Business: A Playbook for Social Media in Your Organization
Smart Business, Social Business: A Playbook for Social Media in Your Organization
Smart Business, Social Business: A Playbook for Social Media in Your Organization
Smart Business, Social Business: A Playbook for Social Media in Your Organization
Smart Business, Social Business: A Playbook for Social Media in Your Organization
Smart Business, Social Business: A Playbook for Social Media in Your Organization
Smart Business, Social Business: A Playbook for Social Media in Your Organization
Smart Business, Social Business: A Playbook for Social Media in Your Organization
Smart Business, Social Business: A Playbook for Social Media in Your Organization
Smart Business, Social Business: A Playbook for Social Media in Your Organization
Smart Business, Social Business: A Playbook for Social Media in Your Organization
Smart Business, Social Business: A Playbook for Social Media in Your Organization
Smart Business, Social Business: A Playbook for Social Media in Your Organization
Smart Business, Social Business: A Playbook for Social Media in Your Organization
Smart Business, Social Business: A Playbook for Social Media in Your Organization
Smart Business, Social Business: A Playbook for Social Media in Your Organization
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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  • 1. SMART BUSINESS, <br />SOCIAL BUSINESS<br />Michael Brito<br />Senior Vice President, Social Business Planning<br />Edelman Digital<br />Mobile: (415) 871 – 5165<br />Email: Michael.Brito@Edelman.com<br />Twitter: @Britopian<br />HTTP://THESOCIALBUSINESSBOOK.COM<br />100% of all book royalties are being donated to Not For Sale<br />
  • 2. THE EVOLUTION OF SOCIAL BUSINESS<br />2008 to present<br />THE EVOLUTION OF SOCIAL BUSINESS<br />SOCIAL BUSINESS<br />2003 to present<br /> SOCIAL BRAND<br />1995 to present<br /> SOCIAL CUSTOMER<br /><ul><li>Technology Innovation gives customers a voice
  • 3. They are Influential
  • 4. Amplified voice across the social web
  • 5. Google indexing critical conversations about companies
  • 6. Social Customers are trusted amongst their peers as influence grows
  • 7. Companies and brands join Twitter, Facebook and create corporate blogs
  • 8. Engage with the social customer in various channels
  • 9. Social Media teams are forming slowly
  • 10. Small budgets are allocated on a project basis to social media engagement and community building
  • 11. Organizations begin humanizing business operations
  • 12. Organizational models are formed to include social media
  • 13. Organizational silos are torn down between internal teams
  • 14. Governance models and social media policies are created
  • 15. Social becomes an essential attribute of organizational culture</li></ul>The social customer is gaining influence everyday and their voice is amplified via the social web .. says @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />
  • 16. HOW DOES THE SOCIAL CUSTOMER BEHAVE?<br />Product Discovery<br /><ul><li>Active on Google, research products before purchase</li></ul>Social Participation <br /><ul><li>Fans, followers, likes and RSS subscribers</li></ul>Sharing Content<br /><ul><li>Engaging with a brand in a two way dialogue, not just consuming content but creating content</li></ul>Brand Advocacy<br /><ul><li>Discuss the brand within their own micro communities, without hesitation or the need for incentives</li></ul>The social customer participates a variety of different ways; brands need to be omnipresent and engage with them @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />
  • 17. 2011 GLOBAL SNAPHOT OF THE SOCIAL CUSTOMER<br />EUROPE (EMEA)<br />31% comment on blogs<br />27% comment in forums<br />20% uploaded a video online<br />39% uploaded a photo online<br />63% watch a video online<br />13% actively blog<br />LATIN AMERICA<br />49% comment on blogs<br />35% comment in forums<br />41% uploaded a video online<br />56% uploaded a photo online<br />74% watch a video online<br />27% actively blog<br />ASIA PACIFIC<br />42% comment on blogs<br />43% comment in forums<br />29% uploaded a video online<br />50% uploaded a photo online<br />65% watch a video online<br />37% actively blog<br />Marketers should consider more than just Facebook and Twitter; there are other networks too says @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />
  • 18. THE NEW PURCHASE FUNNEL<br /><ul><li>A brand should build relationships with the social customer on order to drive advocacy
  • 19. Advocates talk about the brand, even when the brand isn’t listening
  • 20. Advocates are trusted among their peers and within their micro communities
  • 21. Advocates are aiding and influencing others down the purchase funnel
  • 22. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact</li></ul>Advocates aid &amp; influencers their communities through the purchase funnel and don’t need incentives to engage says @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />
  • 23. DEFINING A SOCIAL BRAND<br />“<br />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.<br />A social brand is any organization that uses social technologies to engage with the social customer says @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />
  • 24. ORGANIZATIONS FOCUSING ON INTERNAL DYNAMICS<br /><ul><li>The social brand has caused chaos and organizational anarchy in many companies today
  • 25. Employees are running wild on the intrawebs with little to no guidance, direction or governance
  • 26. Different geographies and business units are creating social communities externally and not sharing or communicating internally </li></ul>The social brand has caused chaos for many companies today; now they are focusing on changing internally @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />
  • 27. USHERING IN SOCIAL BUSINESS<br /><ul><li>A social business is built upon three pillars – people, process and technology
  • 28. Change management and culture change is essential in order for genuine social business transformation to occur
  • 29. Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first</li></ul>A social business is built upon 3 pillars – people, process and technology says @britopian #socialbiz<br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />
  • 30. UNDERSTANDING THE DIFFERENCE<br />A social brand focuses on external communications w/the social customer. Social business focuses on the internal says @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />
  • 31. COMMON ORGANIZATIONAL MODELS - CENTRALIZED<br /><ul><li>In a centralized organizational model, the “social media” job function is usually owned by corporate communications
  • 32. Little to no collaboration between corp com and other marketing organizations and business units
  • 33. Organizational Silos dominate
  • 34. No social media policies that empower employees to engage externally </li></ul>@britopian says that centralized social organizations are surrounded by silos that prevent knowledge sharing and communication <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />
  • 35. COMMON ORGANIZATIONAL MODELS - DECENTRALIZED<br /><ul><li>In a decentralized organizational model, the “social media” job function is scattered – everyone is doing it
  • 36. Many decentralized organizations are a natural result of silos
  • 37. Little tono collaboration or best practice sharing is happening
  • 38. Loose social media policies exist but rarely enforced
  • 39. Confusion about roles and responsibilities and conflict about “who owns” social media </li></ul>Social media was bred out of decentralized social organizations i.e. Product groups engaging with the social customer @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />
  • 40. FULLY COLLABORATIVE SOCIAL BUSINESS MODEL<br /><ul><li>A governing body, usually a “Center of Excellence” exists that is responsible for governance and strategic insights
  • 41. Responsible for sharing best practices and technology recommendations with regions and other business units
  • 42. Geographies and business units will execute external social media programs</li></ul>A fully collaborative social business is usually driven by a social media “center of excellence” says @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />
  • 43. FROM CHAOS TO GOVERNANCE<br />Governance is the key to success for social business transformation; it builds intelligence and process @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />
  • 44. FROM CHAOS TO GOVERNANCE<br />Creating a learning organization will help companies become more open and intelligent – necessary for social business says @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />
  • 45. Internal Metrics: numbers of employees trained :: number of employees blogging internally <br />CREATE A PARTICIPATORY LEARNING ORGANIZATION<br />Training Curriculum<br />Training Curriculum<br />Training Curriculum<br />INTERNAL<br /><ul><li>Basics of Community Engagement
  • 46. Listening &amp; Monitoring Tools and Apps
  • 47. Intended Uses of Social Media
  • 48. Engagement Model &amp;Escalation Process
  • 49. Metrics Overview
  • 50. Basics of Social Media (i.e. overview of blogging
  • 51. Overview of owned media channels to include enterprise communities, blogs, Facebook and Twitter accounts
  • 52. Policies &amp; Guidelines
  • 53. Simple Escalation process
  • 54. Advanced tactics of Community Engagement and Management
  • 55. Leveraging search to create social content for blogs
  • 56. Metrics deep dive – understanding metrics and making data driven decisions
  • 57. Advanced training on social tools and technologies like Radian6, Meltwater Buzz, Sprinklr, Shoutlet, CoTweet, and other publishing/listening platforms
  • 58. Train the trainer</li></ul>Additional Material<br />Additional Material<br /><ul><li>Desktop Conversational Guide
  • 59. Links to owned media social media channels
  • 60. List of industry influencers
  • 61. Social Post Suggestions
  • 62. Desktop Conversational Guide
  • 63. Links to owned media social media channels.
  • 64. List of industry influencers</li></ul>WHITE BELT<br />Awareness &amp; Engagement<br />BLUE BELTFluency &amp; Participation<br />BLACK BELT<br />Expertise &amp; Ownership<br />Organizational Expectations<br />Organizational Expectations<br />Organizational Expectations<br /><ul><li>Research &amp; monitoring
  • 65. Listening to owned media channels
  • 66. Escalate conversations to others
  • 67. Frequent tweeting and retweeting; responding to comments on/off of enterprise owned media channels
  • 68. Responding to customer support issues and escalating to appropriate channels
  • 69. Basic community management</li></ul>EXTERNAL<br /><ul><li>Frequent blogging, tweeting and responding to comments on/off of enterprise owned media channels
  • 70. Solving customer support issues on and off enterprise owned media channels
  • 71. Mentoring and training white and blue belts; team brown bags
  • 72. Speaking at conferences
  • 73. Participate in and attend bi-weekly social media integrations forums</li></ul>External Metrics: share of voice :: community growth :: aggregated reach and impressions :: number of customer problems solved<br />From participation to complete ownership<br />100% of all book royalties are being donated to Not For Sale<br />
  • 74. ESTABLISHING A MEASUREMENT FRAMEWORK<br /><ul><li>Establishing a measurement framework is more about ensuring that all stakeholders agree on social media measurement; and that its measured consistently across the organization.</li></ul>It’s less about how to measure social media; more about ensuring that everyone is consistent says @britopian <br />…tweetable moment<br />
  • 75. 15 INDICATORS OF SOCIAL BUSINESS TRANSFORMATION<br />Organizational leadership mandating that internal teams collaborate across functional business units, geographies, product teams and channel partners<br />CEO and/or executive teams using social technologies to communicate externally and encouraging employees to do the same<br />Social Media “Center of Excellence” teams and Social Organization Models forming <br />Global/functional teams sharing best practices frequently; organizational silos die<br />Social behaviors become engrained in the everyday fabric of employees’ workflow <br />Social business becomes a consistent line item in marketing, operations and IT budgets<br />Human Resources adds “social media” in job descriptions and employees are held accountable to participate<br />One indicator of social business transformation is a consistent budget line item for social media says @britopian <br />People<br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />
  • 76. 15 INDICATORS OF SOCIAL BUSINESS TRANSFORMATION<br />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.<br />Social Media Policies and guidelines co-created by senior management and employees<br />Consistent social media measurement framework agreed upon and used to measure both internal and external social initiatives<br />Workflows created that collect external customer feedback and filtered back to the product organizations<br />One indicator of social business transformation are co-created social media policies and guidelines says @britopian <br />Process<br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />
  • 77. 15 INDICATORS OF SOCIAL BUSINESS TRANSFORMATION<br />Internal communities and collaboration systems deployed and being used across functional business units – sales, marketing, customer support, supply chain management<br />Collaboration happens within internal communities more so than in email or conference calls<br />Social CRM capabilities, applications and systems become a priority in management and deployment<br />IT loosens up firewall restrictions (bandwidth, IP blocking) of social media usage from behind the firewall<br />One indicator of social business transformation is when collaboration becomes a priority @britopian <br />Technology<br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />
  • 78. THE SOCIAL BUSINESS CHANGE AGENT<br />The social business change agent can be anyone in the organization that is inspiring and drive change @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />
  • 79. 100% of all royalties are being donated to Not For Sale Campaign!<br />HTTP://WWW.NOTFORSALECAMPAIGN.ORG/<br />

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