Social Business Framwork

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What are they key elements that make up a successful Social Business Collaboration strategy? How should your organization prepare before rolling out a new social business process? We have some suggestions.

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  • Score card mentality – track your ability, real-time course correctionsAutomatesReal-timeAnalysisActionable insights
  • What was said or doneThis comes from the “customer” in the image but in the whitepaper we explain that this doesn’t have to come from the customer it can pretty much come from anyone.  This piece should be pretty self explanatory.Where it was saidWe’re talking about the specific channel here, was it on a blog, in person, via email, etc.  It’s important to know where “it” was said so that you will know how and where to respond.IntentCrucial yet difficult to understand.  Essentially this deals with trying to figure out why the person said what they said, this will never be perfect as it deals with emotions.What I knowThis is the data/information piece that asks the organization “what do you know about your customer?”  It’s verified factual data that should not be up to interpretation.  This also includes social data.Once you have all these pieces in place or at least have an understanding about them then you can move onto the next piece.Business rulesThe rules essentially govern what the response is going to look like.  Every organization will have its own set of business rules that will govern what the next steps should look like.ActionFinally we are left with “action,” as in, now what?  Now that you have all of this information and you have gone through your business rules what do you do (or not do)?  This can be broken down into two areas, internal or external (and oftentimes both).Again, we tried to keep this simple as possible and hopefully it makes sense.
  • Score card mentality – track your ability, real-time course correctionsAutomatesReal-timeAnalysisActionable insights
  • Score card mentality – track your ability, real-time course correctionsAutomatesReal-timeAnalysisActionable insights
  • Score card mentality – track your ability, real-time course correctionsAutomatesReal-timeAnalysisActionable insights
  • AutomatesReal-timeAnalysisActionable insights
  • Score card mentality – track your ability, real-time course correctionsAutomatesReal-timeAnalysisActionable insights
  • AutomatesReal-timeAnalysisActionable insights
  • Score card mentality – track your ability, real-time course correctionsAutomatesReal-timeAnalysisActionable insights
  • Social Business Framwork

    1. 1. SOCIAL BUSINESS COLLABORATION<br />Social Business Collaboration Framework<br />Don Springer<br />CEO<br />don@collectiveintellect.com<br />303.881.7606<br />December 2010<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />
    2. 2. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />SOCIAL BUSINESS COLLABORATION<br />Three areas of focus for a Successful Social Business Collaboration Effort <br />Create a Framework<br />Choose an approach – services or systems<br />Maintain and measure your social business engagements<br />
    3. 3. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />SOCIAL BUSINESS COLLABORATION<br />Social Business Collaboration - Framework Integration of text analytics (posts by tracked profiles) and metrics (category specific intentions/interests) into a Social Business System to support continuous measurement & action<br />Social<br />Business <br />System<br />Text <br />Analytics<br />Value-Based Approach:<br /><ul><li>Identify Gaps & Opportunities
    4. 4. Close them- achieve ROI</li></li></ul><li>Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />SOCIAL BUSINESS COLLABORATION<br />Two Primary Components of Social Business Collaboration<br />Text Analyticsis the information you know about your customers or prospects<br /><ul><li>What they are talking about
    5. 5. What social media platform(s) they are using
    6. 6. What their intentions are regarding products or solutions
    7. 7. What product or solution category are your customers most engaged with
    8. 8. What features and functions are your customers most passionate about
    9. 9. At what stage are they in the marketing funnel
    10. 10. Their lifecycle value</li></li></ul><li>Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />SOCIAL BUSINESS COLLABORATION<br />Two Primary Components of Social Business Collaboration<br />Social Business System synthesize knowledge both at the individual or micro level, as well as at the segment or macro level. <br />A systems-level approach allows you to intelligently and more effectively determine appropriate internal or external action, identify opportunities so you can close them and achieve ROI. This framework should support “real-time” measureable action to provide you competitive advantage <br />
    11. 11. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />SOCIAL BUSINESS COLLABORATION<br />Two Primary Components of Social Business Collaboration<br />Once you have both your<br />Text analytics and Social Business Systems in place, the next step is architecting your Social Business Collaboration System:<br /><ul><li>A systems-integrated approach
    12. 12. A blended-servicesapproach </li></li></ul><li>SOCIAL BUSINESS COLLABORATION<br />Two Approaches for Social Business Collaboration<br />2)Services Approach - Blended<br /><ul><li>Strategy
    13. 13. Creative
    14. 14. Execution
    15. 15. Systems Integration</li></ul>1) Systems Approach Integrated<br />Listening Platform<br />Data Management (Customer CRM DB, Central Transaction Repository)<br />Engagement (Managed Process Workflow)<br />Measurement (Business Intelligence Dashboards)<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
    16. 16. SOCIAL BUSINESS COLLABORATION<br />Social Business Collaboration Systems Approach<br />Listen<br />Engage<br />Measure<br />Data Mgmt.<br /><ul><li>POS
    17. 17. Web
    18. 18. Other</li></ul>Central <br />Data<br />Transform<br />Rules<br /> Engine<br />Operational<br />(Tactical)<br />Workflow<br />Engage<br />Text Mining<br />Big Picture<br />(Strategy)<br /><ul><li>Social Web
    19. 19. Client Social Community
    20. 20. Private Data</li></ul>Cust. CRM<br />(online ↔ offline<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
    21. 21. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />SOCIAL BUSINESS COLLABORATION<br />Systems Approach <br />Pick a robust text mining and analytics platform. You’ll want to select a real-time semantic filtering-based text mining and analytics solution that can analyze both both social and private data sources<br />Expand your data-management layer. Many companies augment their existing Customer CRM database to append online/social data to their current offline knowledge. Many implement a new “transactional” oriented central data repository to feed their Engagement/Measurement System.<br />Note: Social Business Collaborations led by the marketing function deploy newer Social Collaboration Systems. <br />There is no one “right” answer or solution. Work with the right combination of leading technology partners and/or system integrators that can help you.<br />
    22. 22. SOCIAL BUSINESS COLLABORATION<br />Social Business Collaboration –Services Approach<br />Content Mgmt. Sys. (CMS)<br />Research<br />Design<br />Main-tain<br />Product-ion<br /><ul><li> Copy
    23. 23. Creative</li></ul>Digital &<br />Social Strategy<br />Channels <br /><ul><li>Facebook
    24. 24. Twitter
    25. 25. Blog
    26. 26. Landing Pages
    27. 27. Display Ad
    28. 28. Email
    29. 29. Broadcast</li></ul>Data Analytics<br />Execute<br />How to get ROI<br /><ul><li> Approach (start) vs.
    30. 30. Methodology</li></ul>Action<br /><ul><li> Broadcast
    31. 31. 1:1 Engage</li></ul>Targeting <br /><ul><li> Listen
    32. 32. Connect</li></ul>Social Services consist of a blend of Strategy, Creative, Execution, and Systems Integration<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
    33. 33. Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />SOCIAL BUSINESS COLLABORATION<br />Services Approach <br />Many companies implement their solution into three phases:<br /> Getting Started, Execution & Implementation<br />The get started phase comprises two effort: Digital/Social Strategy & Data Analytics to help define the right approach, processes and training required for clients to begin to execute in social media. <br />The execution phase involves implementing appropriate targeting and action processes to communicate across multiple consumer oriented channels. <br />Implementation involves integrating a formal workflow process to manage content design, production and maintenance. As an enterprise begins taking action they are incorporating listening/data mgmt. information, engaging with customers and measuring those engagements for inclusion in their management systems<br />
    34. 34. SOCIAL BUSINESS COLLABORATION<br />4 Keys to a Successful Social Business Collaboration System<br />Real-time semantic filtering-based text mining and analytics across both social and private data sources<br />Process-centric customer, prospect and influencer based social outreach<br />Enterprise collaboration across marketing, sales, R&D, safety/regulatory, customer service and market research<br />Performance measurement reporting for lines of business, executives and CRM agents<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
    35. 35. SOCIAL BUSINESS COLLABORATION<br />Social Business Collaboration– How It Works<br />You’ve create the framework and decided on your social business approach. Now What?<br />We recommend a team exercise to establish goals, objectives, KPIs, and processes to deploy and manage social business collaboration. <br />Reviews the framework you have established for your listening platform and central data repository. <br />Deployment of the Social CRM system, to encompass business intelligence (both operationally and strategically) as well as the workflow/BPM system for social engagement<br />Engagement workflow that guides social conversation approaches, campaigns, private group efforts, etc<br />
    36. 36. SOCIAL BUSINESS COLLABORATION<br />Four Steps to Maintain and Measure Your Social Business<br />Configure & <br />Discover<br />Set Goals<br />Measurement<br />Action<br />1<br />2<br />3<br />4<br />Team<br />Analysts<br />Bus. Mgmt.<br />Operations<br />Define<br />KPIs<br />Respond<br />Select<br />Sources<br />Dash-board 1<br />Social<br />CRM <br />System<br />Seed & Influence<br />Business<br />Intelligence<br />Define<br />Topics<br />Dash-board n<br />Workflow<br />Text Mining System<br />Target<br />Campaign<br />Build<br />Social<br />Platforms<br />“Tag”<br />Customers<br />Influencers<br />Central Repoistory<br />Scheduled Data Runs<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.<br />
    37. 37. SOCIAL BUSINESS COLLABORATION<br />The Evolution of <br />Social Business Collaboration Solutions<br />Don Springer<br />CEO<br />don@collectiveintellect.com<br />303.881.7606<br />December 2010<br />Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.<br />

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