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The Social Business | Social Media Masters Business Seminar

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Abbas Alidina presented The Social Business | Social Media Masters Business Seminar #SMMF2012 #Bahrain

Abbas Alidina presented The Social Business | Social Media Masters Business Seminar #SMMF2012 #Bahrain

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  • 1. Social Media Masters Business Seminar Session 4: The Social Business Abbas  Alidina @AbbasAlidina AbbasAlidina.com
  • 2. The  Poor  Marketer  Marketing Customer Technical Human Service Support Resources
  • 3. To  Succeed  in  Social  Media,  Internal  Communica7on  is  Just   as  Important  as   External  Communica7on…  
  • 4. Introducing  The  Social  Business  
  • 5. About  Us   Business  The  Social  “Social  Business”  is  not  as  popular  as  “Social  Media”  but  it  is  just  as  important.  
  • 6. Social  Business   Employees   Social  Media   Internal External Social Media Social Media Social Business
  • 7. About  Us   Business  The  Social  What  is  it?   A Social Business is an organization that communicates effectively both externally with customers as well as internally across departments. The organization engages with customers to understand their needs and uses these insights to improve their internal business processes to ultimately offer their customers a better experience.
  • 8. The  Social  Business  
  • 9. The  3  Pillars  of  a  Social  Organiza7on   People   Process   Technology   Listening  &  Monitoring   Licenses   Policies   Engagement   Templates   Measurement   Governance   Approved  Vendors  &  Tools   Crisis  CommunicaDons   Knowledge  Sharing/ Social  CRM   CollaboraDon   OrganizaDonal  Roles   Training   CollaboraDon  Tools  
  • 10. Start  with  People  and  your   Company  Culture  
  • 11. About  Us   Culture  Company  Building  a  Business  Case  for  Social  Media  in  your  organizaDon.  
  • 12. Social  Organiza7onal  Models   Centralized Coordinated Decentralized ConDnuum  of  OrganizaDonal  Models  
  • 13. Social   Us  About  Organiza7on  Models  Decentralized   -  Organic growth -  Authentic -  Experimental -  Not coordinated -  E.g. Toyota
  • 14. Social   Us  About  Organiza7onal  Models  Centralized   -  One department controls all efforts -  Consistent -  May not be as authentic -  Regulated -  E.g. Ford
  • 15. Social   Us  About  Business  Organiza7on  Models  Coordinated   -  One hub sets rules and procedures -  Business units undertake own efforts -  Spreads widely around the organization -  Takes time -  e.g. Dell, Gatorade
  • 16. About  Ms   Policy  Social   U edia  Some  Dps  for  an  effecDve  Social  Media  policy.   Tips • Keep it Simple • Educate employees • Extend the conversation (LnL’s) • Make it fun Examples: http://socialmediagovernance.com (e.g. Coca Cola, Ford, American Red Cross)
  • 17. Social  Media  Policy   Ibrahim  Elbadawi   @iBadawi  
  • 18. About  Ms   Policy  Social   U edia  A  social  media  policy  can  be  a  companys  first  line  of  defense  to  miDgate  risk  for  both  employer  and  employee.   Victoria Department of Justice Salesforce.com
  • 19. Exercise:    About  UsSocial  Media  Policy   Identify 5 sample policies to include in your companies Social Media policy. 1.   2.   3.   4.   5.  
  • 20. The  3  Pillars  of  a  Social  Organiza7on   People   Process   Technology   Listening  &  Monitoring   Licenses   Policies   Engagement   Templates   Measurement   Governance   Approved  Vendors  &  Tools   Crisis  CommunicaDons   Knowledge  Sharing/ Social  CRM   CollaboraDon   OrganizaDonal  Roles   Training   CollaboraDon  Tools  
  • 21. About  Us  &  Monitoring  Processes  Listening   RESPONSE RATE OVER TIME: MINUTES Avg  Time  Per  Response   Minutes  per  Response  (Goal)   600   500   400   300   200   100   0  
  • 22. About  Us   Workflows  Engagement  Develop  use  cases  to  standardize  processes  for  social  media  acDviDes.  
  • 23. Crisis  M s  About  Uanagement  Workflows  Develop  use  cases  to  capture  the  potenDal  workflow  for  any  possible  situaDon.  
  • 24. About  Us  Measurement  Processes   POST TYPE MIX OVER TIME Mul7media   Status   Link   Other   Total  Engagement   10   25,000   9   Likes  +  Comments  +  Shares   8   20,000   7   #  of  Posts  by  Type   6   15,000   5   4   10,000   3   2   5,000   1   0   0  
  • 25. About  Ms   Training  &  Learning  Program  Social   U edia  The  Social  Media  learning  program  must  contain  5  different  levels  of  training.  1.  Executive training2.  Core Team (CoE Hub)3.  Business Units (Stakeholders)4.  Associates, Colleagues, Employees5.  Partners, Resellers, Franchise Owners
  • 26. The  3  Pillars  of  a  Social  Organiza7on   People   Process   Technology   Listening  &  Monitoring   Licenses   Policies   Engagement   Templates   Measurement   Governance   Approved  Vendors  &  Tools   Crisis  CommunicaDons   Knowledge  Sharing/ Social  CRM   CollaboraDon   OrganizaDonal  Roles   Training   CollaboraDon  Tools  
  • 27. Case  Study:  Gatorade  and  Dell   Dell Social Media Listening Command Center Gatorade Mission Control
  • 28. Social  Brand  vs.  Social  Business  
  • 29. A  Social  Business  is  Con7nuously  Evolving   Listen   Transform   Engage   Measure  
  • 30. Ques7ons?   Social Media Masters Business Seminar Abbas  Alidina @AbbasAlidina AbbasAlidina.com