Smart Business Social Business by Michael Brito

HTTP://THESOCIALBUSINESSBOOK.COM  100% of all book royal7es are being donated to Not For Sale 

2008 to present  THE EVOLUTION OF SOCIAL BUSINESS  2003 to present  1995 to present  •  Technology Innova7on gives  •  Companies and brands join  •  Organiza7ons begin humanizing  customers a voice  TwiPer, Facebook and create  business opera7ons  •  They are Influen7al  corporate blogs  •  Organiza7onal models are  •  Amplified voice across the  •  Engage with the social  formed to include social media   social web   customer in various channels  •  Organiza7onal silos are torn  •  Google indexing cri7cal  •  Social Media teams are forming  down between internal teams  conversa7ons about companies  slowly  •  Governance models and social  •  Social Customers are trusted  •  Small budgets are allocated on  media policies are created  amongst their peers as  a project basis to social media  •  Social becomes an essen7al  influence grows  engagement and community  aPribute of organiza7onal  building  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 royal7es are being donated to Not For Sale 

Product Discovery  •  Ac7ve on Google, research products before  purchase  Social Par?cipa?on   •  Fans, followers, likes and RSS subscribers  Sharing Content  •  Engaging with a brand in a two way  dialogue, not just consuming content but  crea7ng content  Brand Advocacy  •  Discuss the brand within their own micro  communi7es, without hesita7on or the  need for incen7ves The social customer par7cipates a variety of diﬀerent ways; brands need to be omnipresent and engage with them @britopian   …tweetable moment  100% of all book royal7es are being donated to Not For Sale 

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% ac7vely blog  LATIN AMERICA  49% comment on blogs  ASIA PACIFIC  35% comment in forums  42% comment on blogs  41% uploaded a video online  43% comment in forums  56% uploaded a photo online  29% uploaded a video online  74% watch a video online  50% uploaded a photo online  27% ac7vely blog  65% watch a video online  37% ac7vely blog Marketers should consider more than just Facebook and TwiPer; there are other networks too says @britopian   …tweetable moment  100% of all book royal7es are being donated to Not For Sale 

•  A brand should build rela5onships 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 communi7es  •  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 communi7es through the purchase funnel and don’t need incen7ves  to engage says @britopian   …tweetable moment  100% of all book royal7es are being donated to Not For Sale 

“ When a product, brand,  organiza7on uses TwiPer,  Facebook, blogs, Google+  or any other social  technology to connect  with the social customer  and/or its cons7tuencies. A social brand is any organiza7on that uses social technologies to engage with the social customer  says @britopian   …tweetable moment  100% of all book royal7es are being donated to Not For Sale 

•  The social brand has caused chaos and  organiza5onal anarchy in many companies  today  •  Employees are running wild on the  intrawebs with liPle to no guidance,  direc7on or governance  •  Diﬀerent geographies and business units  are crea7ng social communi7es externally  and not sharing or communica5ng  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 royal7es are being donated to Not For Sale 

•  A social business is built upon three  pillars – people, process and  technology  •  Change management and culture  change is essen7al in order for  genuine social business  transforma5on to occur  •  Organiza7ons cannot have effec7ve  external conversa5ons with  customers unless they can have  effec7ve, internal conversa5ons  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 royal7es are being donated to Not For Sale 

SOCIAL BRAND  SOCIAL BUSINESS  External Communica7ons  Opera7ons & Change Management (internal)  Usually owned and driven by marke7ng or corporate  Business leaders, employees in every job func7on across the organiza7on  communica7ons  and in every geography  Engagement with the social customer and within the external  Engagement with internal teams and channel partners at every level within  community  like blogs, TwiPer and Facebook  the organiza7on  Measurement: clicks, impressions, engagement, likes, comments,   Measurement: employee par7cipa7on, # of employees trained, process  web traffic, etc.   efficiencies, etc.  Budget allocated to support external facing objec7ves like agency  Budget allocated towards “consulta7ve” agencies, internal social  support, Facebook applica7ons, social ads  technologies, training and change management ini7a7ves  LiPle to no internal collabora7on to be somewhat effec7ve  Collabora7on is impera7ve  to the success of social business transforma7on  Difficulty level is easy  Difficulty level is hard, very hard A social brand focuses on external communica7ons w/the social customer. Social business focuses on the internal says @britopian   …tweetable moment  100% of all book royal7es are being donated to Not For Sale 

•  In a centralized organiza5onal  model, the “social media” job  func7on is usually owned by  corporate communica7ons  •  LiPle to no collabora5on between  corp com and other marke7ng  organiza7ons and business units  •  Organiza7onal Silos dominate  •  No social media policies that  empower employees to engage  externally  @britopian says that centralized social organiza7ons are surrounded by silos that prevent knowledge sharing and communica7on   …tweetable moment  100% of all book royal7es are being donated to Not For Sale 

•  In a decentralized organiza5onal  model, the “social media” job  func7on is scaPered – everyone is  doing it  •  Many decentralized organiza7ons  are a natural result of silos  •  LiPle to no collabora5on or best  prac7ce sharing is happening  •  Loose social media policies exist  but rarely enforced  •  Confusion about roles and  responsibili7es and conﬂict about  “who owns” social media  Social media was bred out of decentralized social organiza7ons i.e. Product groups engaging with the social customer @britopian   …tweetable moment  100% of all book royal7es are being donated to Not For Sale 

•  A governing body, usually a  “Center of Excellence” exists  that is responsible for  governance and strategic  insights  •  Responsible for sharing best  prac5ces and technology  recommenda5ons with  regions and other business  units  •  Geographies and business  units will execute external  social media programs A fully collabora7ve social business is usually driven by a social media “center of excellence” says @britopian   …tweetable moment  100% of all book royal7es are being donated to Not For Sale 

GOVERNANCE DOCUMENT  BEHAVIORS/DETAILS  Social Media Policy   •  Full disclosure within social media channels  (Legal Document)  •  What can and cannot be shared online i.e. anything conﬁden7al, ﬁnancial or opera7onal  results, forecasts, or personal informa7on about others  •  Do not post anything that is defamatory, harassing, an invasion of privacy or in viola7on of  any applicable law or enterprise policy, including the Company’s Code of Business Conduct  and Ethics  •  Employees are accountable for their ac7ons.  They are personally responsible for what they  share.    Social Media Guidelines  •  Guidelines include “rules of engagement”  and “how to act”  •  Be professional, courteous, respecoul to others, transparent  •  Only write/blog/tweet about what you know  Modera7on Guidelines  •  Usually addresses the organiza7on’s modera7on policy for communi7es and Facebook  •  Post modera7on – content is approved immediately and checked later  •  Pre modera7on – content has to get approved before going live Governance is the key to success for social business transforma7on; it builds intelligence and process @britopian   …tweetable moment  100% of all book royal7es are being donated to Not For Sale 

GOVERNANCE DOCUMENT  BEHAVIORS/DETAILS  Global or Business Unit  •  A process for geographies or business units that want to create an external presence on  Expansion into Social  TwiPer, Facebook or other social network  •  Usually a “center of excellence” or social media commiPee will have to approve and require  the region or business unit to present a plan of ac7on that addresses the following:     What is the content strategy?     Is there a community manager ready to engage?    What is the modera7on and/or escala7on policy?  New Social Media Prac77oner   •  Usually addresses a process for new employees that want to engage and talk about the  brand within their own social networks  Training  •  A training program that outlines very speciﬁc curriculum and what the organiza7onal  expecta7ons are once an employee becomes a social media prac77oner Crea7ng a learning organiza7on will help companies become more open and intelligent – necessary for social business says @britopian   …tweetable moment  100% of all book royal7es are being donated to Not For Sale 

Internal Metrics:  numbers of employees trained :: number of employees blogging internally   Training Curriculum  Training Curriculum  Training Curriculum IN •  Basics of Social Media (i.e. overview of  •  Basics of Community Engagement  •  Advanced tac7cs of Community T blogging  •  Listening & Monitoring Tools and Apps  Engagement and Management E •  Overview of owned media channels to  •  Intended Uses of Social Media  •  Leveraging search to create social RN include enterprise communi7es,  •  Engagement Model & Escala7on  content for blogs A blogs, Facebook and TwiPer accounts  Process  •  Metrics deep dive – understanding L  •  Policies & Guidelines  •  Metrics Overview  metrics and making data driven  •  Simple Escala7on process  decisions  Addi?onal Material  •  Advanced training on social tools and  Addi?onal Material  •  Desktop Conversa7onal Guide  technologies like Radian6, Meltwater  •  Desktop Conversa7onal Guide  •  Links to owned media social media  Buzz, Sprinklr, Shoutlet, CoTweet, and  •  Links to owned media social media  channels  other publishing/listening plaoorms  channels.  •  List of industry influencers  •  Train the trainer  •  List of industry influencers  •  Social Post Sugges7ons  WHITE BELT  BLUE BELT  BLACK BELT  Awareness  & Engagement  Fluency & Par4cipa4on  Exper4se & Ownership  Organiza?onal Expecta?ons  Organiza?onal Expecta?ons  Organiza?onal Expecta?ons E •  Research  & monitoring  •  Frequent twee7ng and retwee7ng;   •  Frequent blogging, twee7ng and X •  Listening to  owned media channels  responding to comments on/off of T responding to comments on/off of E •  Escalate conversa7ons to  others  enterprise owned media channels  enterprise owned media channels R •  Responding to customer support issues  •  Solving customer support issues on and N and escala7ng to appropriate channels A off enterprise owned media channels L  •  Basic community management  •  Mentoring and training white and blue  belts; team brown bags  •  Speaking at conferences  •  Par7cipate in and aPend bi‐weekly social  From par7cipa7on to complete ownership  media integra7ons forums  External Metrics:  share of voice :: community growth :: aggregated reach and impressions :: number of customer problems solved  100% of all book royal7es are being donated to Not For Sale 

Financial Impact Metrics  ROI  These metrics measure the amount of money invested on a program or ini7a7ve and the  amount of money received from that same program.  •  Establishing a measurement  Paid, Earned,  Paid, earned, and owned media value is defined as the monetary value of impressions  Owned Media  delivered from different marke7ng channels and assigning an equivalent cost per thousand  framework is more about  Value  impressions (CPM) that a company is willing to pay (or has paid) for those impressions.  ensuring that all stakeholders  Purchase Funnel  Specific metrics can be defined at each phase of the purchase funnel – Awareness,  agree on social media  Metrics  Considera7on, Preference, Purchase, Advocacy.  One example is:  measurement; and that its  •  Awareness = Total ads served or impressions  •  Considera7on = Total clicks on ad  measured consistently across the  •  Preference = Number of users who engaged with branded content, blog comments  •  Purchase = Number of users who purchased   organiza7on.  •  Advocacy = Number of users who joined a community  Non‐Financial Impact Metrics  Community  • Community membership & MTM growth  Health ‐ Growth  • Content views and downloads  • Content or channel RSS subscrip7ons  • Unique visitors and page views  Community  • Customer reten7on  Health ‐  • Customer sa7sfac7on scores (CSAT)  Membership  • Customer loyalty scores  • Overall sen7ment within the community  Community  • Likes, shares, and comments  Health –  • TwiPer @replies and @men7ons, Lists It’s less about how to measure social  Engagement  • YouTube comments and embeds media; more about ensuring that  • Blog comments everyone is consistent says @britopian   Share of Voice &  Share of voice is a company or product’s conversa7onal weight  Sen7ment  expressed as a percentage of a defined total market.   …tweetable moment  Sen7ment is the context of the conversa7ons. It’s usually categorized as posi7ve, nega7ve,  or neutral. 

1.  Organiza5onal leadership manda5ng that internal  teams collaborate across func7onal business units,  geographies, product teams and channel partners  2.  CEO and/or execu7ve teams using social  technologies to communicate externally and  encouraging employees to do the same  3.  Social Media “Center of Excellence” teams and  Social Organiza7on Models forming   4.  Global/func7onal teams sharing best prac5ces  frequently; organiza7onal silos die  5.  Social behaviors become engrained in the  everyday fabric of employees’ workﬂow   6.  Social business becomes a consistent line item in  marke7ng, opera7ons and IT budgets  7.  Human Resources adds “social media” in job  descrip7ons and employees are held accountable  to par5cipate One indicator of social business transforma7on is a consistent budget line item for social media  People says @britopian   …tweetable moment  100% of all book royal7es are being donated to Not For Sale 

8.  Governance models created, published  and shared across the organiza7on i.e.  process for new employees to be  trained to be social media  prac55oners, escala7on processes,  etc.  9.  Social Media Policies and guidelines co‐ created by senior management and  employees  10. Consistent social media measurement  framework agreed upon and used to  measure both internal and external  social ini7a7ves  11. Workﬂows created that collect  external customer feedback and  ﬁltered back to the product  organiza7ons One indicator of social business transforma7on are co‐created social media policies and guidelines says  Process @britopian   …tweetable moment  100% of all book royal7es are being donated to Not For Sale 

12. Internal communi7es and  collabora7on systems deployed and  being used across func7onal business  units – sales, marke7ng, customer  support, supply chain management  13. Collabora7on happens within internal  communi7es more so than in email or  conference calls  14. Social CRM capabili7es, applica7ons  and systems become a priority in  management and deployment  15. IT loosens up ﬁrewall restric5ons  (bandwidth, IP blocking)  of social  media usage from behind the ﬁrewall One indicator of social business transforma7on is when collabora7on becomes a priority  Technology @britopian   …tweetable moment  100% of all book royal7es are being donated to Not For Sale 

is responsible for …  should understand …  educa7ng others about social business including but not  social media – in terms of being a necessary impera7ve for  limited to senior execu7ves, employees, partners, and  an organiza7on to address and successfully interact with  customers  the social customer  facilita7ng collabora7on across job func7ons, teams,  business basics such as opera7ons, human resources,  business units and geographies  customers support , ﬁnance, etc.  making strategic recommenda7ons on what type(s) of  social technologies such as collabora7on and community  social technologies to deploy  related sowware applica7ons  crea7ng, distribu7ng and managing various governance  community management, marke7ng strategy,  models (i.e. social media policies, crisis communica7ons,  measurement i.e. paid, earned and owned media  and feedback workﬂows)  asking for more budget every quarter  the brand, it’s products and services  persuading the c‐suite that social business should be a  the basics of change management, culture, communica7on,  strategic priority and come equipped with case studies and  collabora7on and employee communica7ons/engagement  models  how to ar7culate change to employees at all levels in the  demonstra7ng business value of a social organiza7on  organiza7on The social business change agent can be anyone in the organiza7on that is inspiring and drive change @britopian   …tweetable moment  100% of all book royal7es are being donated to Not For Sale 

100% of all  royal?es are  being donated  to Not For Sale  Campaign! HTTP://WWW.NOTFORSALECAMPAIGN.ORG/ 

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Smart Business Social Business by Michael Brito

by Edelman Insights on Jun 22, 2012

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Smart Business Social Business by Michael Brito Presentation Transcript