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)
Smart Business, Social Business: A Playbook for Social Media in Your OrganizationPresentation 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/
Andrew Seel
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