Integrating Social Media Into Business Functions

Integrating Social Media Into Essential Business Functions
January 26, 2010

About the Presenter
Professional:former executive director, nonprofit exec, business consultant, and teacher.
Strategic perspective: business consultant, campaign director, social strategist.
It’s all about strategy for me.
B.A.Emory University
M.B.A. Bar Ilan University
…and I LOVE research!

Key Takeaways!
Characteristics of the “Social Business”
Social media integration: concept and implementation ideas
One idea you will Implement
Determining Return on Influence/Investment
http://www.flickr.com/photos/83371160@N00/25928863/

Post-Workshop Opportunities
Find All Workshop Resources mentioned at Delicious, with the tags “socialbizpreso” + “NBN”
http://delicious.com/tag/socialbizpreso+NBN
(feel free to continue to add to this list)
Take away one idea from the workshop that you will implement!

What is Social Media, anyway?
http://www.flickr.com/photos/-bast-/349497988

the web as a
platform
…for conversation
http://www.flickr.com/photos/whiteafrican/462282405/

Encourages Conversation

Utilizes the Power of Weak Ties
http://www.flickr.com/photos/tierug/3154245590/in/set-72157611999817541/

Is Organic and Uncontrolled
http://www.flickr.com/photos/eelssej_/524781662/

Includes Viral Elements
http://www.flickr.com/photos/kalmirage/1904699001/

Communication
Collaboration
Multimedia
Entertainment
Reviews and Opinions

http://www.flickr.com/photos/briansolis/2735401175/

The Old Way: Static

The New Way Is Dynamic

Is Your Company Ready To Be Social?

Some Considerations:
Number of levels of approval
Degree of employee trust
Willingness to listen
How open is the company to change?

“The Culture of Social”
Interest in Listening
Belief in Transparency
Willing to Take Risks
Ability to Respond Quickly
Belief in Stakeholder Engagement

Trying to Integrate Social Media?
Create a social media team
Decision makers on team
But…train the entire staff. No silos!

Trying to Integrate Social Media?
Everyone receives reports.
Define ROI expectations ahead of time.

Support Organizational Functions
Human Resources:
recruiting, retention, job descriptions
Internal Communications
collaboration, communication, resource sharing
Collaborative Training:
tools, processes, information-sharing

Product Development:
research, sentiment, real-time feedback

Customer Service:
Real-time reactions, listening, community feedback and support
Sales/Marketing:
engagement, lead generation, sales cycle development

Return on Influence = Efficiency
Efficiency = Money

Concept: Measuring ROI
Leading to tangible Tangible: Converts to Time and/or
(Money, sales, hours, activities, etc)

Human Resources
Linkedin Answers
Search for employees and business partners
Form a Facebook Group to Recruit employees

Human Resources

Advertising Expense
Cost of Retraining
Human Resources ROI
Interview and Recruiting Time
Cost of Hiring Replacements

Internal Communication

Internal Communication
Or simply create tags in Delicious. This presentation is tagged “socialbizpreso” and “NBN”

Cost of Lost Time
More efficient use of time
Internal Communications ROI
Sales and Service
Better ideas

Product Development
I love using
my flip phone
Look at real-time sentiment platforms!
Friendfeed
Facebook
Online forums/niche forums
Niche social networks
Local review sites (Yelp)
Social bookmarking sites

Product Development
Friendfeed
Facebook
Online forums/niche forums
Opportunity to task what they want!
Niche social networks
Local review sites (Yelp)
Social bookmarking sites

Sales and Demand
Refine Product Development
Product Development ROI
New or improved ideas
Sales and Service

Customer Service

Customer Service
Live chat customer service on UStream

Saves Staff Time
Fewer customer complaints
Satisfied customers
Sales and Service
Customer Service ROI
New or improved ideas
Sales and Service

Training: Water Cooler 2.0
Training and collaboration tools: Internal podcasting, video, bookmarking, collaborative tech

Sales and Demand
Trained Staff
Training ROI
Staff input and contribution
Better products/services

Sales and Marketing
Create external community

Customer Engagement
Customer attraction and retention
Media/mentions
Sales/Marketing ROI
Sales
Customer attraction and retention

Case Studies

Best Buy: Customer Input

Customer Service

American Red Cross Social Media

This handbook is available to any Red Cross volunteer, employee, and fan at http://sites.google.com/site/wharman/social-media-strategy-handbook

Look at their activities all over the world via Flickr geomap

Workshop Exercise
Choose one business function that you want to integrate with social media.
Identify goals. Discuss options.

Key Takeaways!
Characteristics of the “Social Business”
Social media integration: concept and implementation ideas
One idea you will Implement
Determining Return on Influence/Investment

What was most useful to YOU?

Thanks for the Inspiration! Hat Tips To:
Olivier Blanchard
http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
Beth Kanter
http://www.slideshare.net/kanter/social-media-trainers-bag-of-tricks
Duct Tape Marketing
http://www.ducttapemarketing.com/blog/2009/12/29/small-businesses-will-simply-become-more-naturally-social/

Debra Askanase
Social Strategist and Creative Director
debra@communityorganizer20.com
www.communityorganizer20.com
Twitter: @askdebra

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Integrating Social Media Into Business Functions

by Debra Askanase on Jan 26, 2010

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