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Smart Business Social Business by Michael Brito
 

Smart Business Social Business by Michael Brito

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This is a high level overview of Smart Business, Social Business: A Playbook for Social Media in Your Organization. The following 20 slides define the social customer; and make a clear distinction ...

This is a high level overview of Smart Business, Social Business: A Playbook for Social Media in Your Organization. The following 20 slides define the social customer; and make a clear distinction between a social business and a social brand. There are also example social organization models, governance examples and a training framework for reference.

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http://www.olafmolenaar.com 118
http://mvp.socialinsoma.com 24
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    Smart Business Social Business by Michael Brito Smart Business Social Business by Michael Brito Presentation Transcript

    • 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/