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

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

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

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
27% actively blog
ASIA PACIFIC
37% actively blog
Marketers should consider more than just Facebook and Twitter; there are other networks too says @britopian
…tweetable moment

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

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

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

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

UNDERSTANDING THE DIFFERENCE
A social brand focuses on external communications w/the social customer. Social business focuses on the internal says @britopian
…tweetable moment

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

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

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

FROM CHAOS TO GOVERNANCE
Governance is the key to success for social business transformation; it builds intelligence and process @britopian
…tweetable moment

FROM CHAOS TO GOVERNANCE
Creating a learning organization will help companies become more open and intelligent – necessary for social business says @britopian
…tweetable moment

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
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

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

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

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

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 royalties are being donated to Not For Sale Campaign!
HTTP://WWW.NOTFORSALECAMPAIGN.ORG/

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

by Michael Brito on Aug 02, 2011

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