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Deconstructing the social business roadmap

Deconstructing the social business roadmap



Based on the original social business roadmap from AIIM International, how you can break down the roadmap and understand how to apply it to your organization. ...

Based on the original social business roadmap from AIIM International, how you can break down the roadmap and understand how to apply it to your organization.

Presented at #optsum on September 12, 2011 in Phoenix, Arizona.



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  • Early 2011, co-wrote “The Social Business Roadmap”
  • Experimental use of technologies and Proof of concept
  • All from a White paper written by Cal Andrus in 2005, “The Wiki and the Blog”, one of the most famous cases studies of Emergence is the beginning of Intellipedia. Now this has led to an entire suite of collaborative tools behind the firewall. Led by champions Don Burke, Sean Dennehy, and Andrea Baker of the Intellipedia Development cell. Social Business tools were brought in for testing in quick and short pilots: urls were shared with test users and programs either stuck or failed-fast. Today the tool set available to users is not as wide as it is on the open net, but it is focused based on best use cases and adoption by the internal community. Tools are inter-connected and a single sign on is available.
  • http://www.openideo.com/open
  • Case Study of DoD Social Media Policy as strategy and empowerment. DoD posts social media hub, empowering their 100s of thousands within their community to create, engage and be involved with Social Media and Social Business. http://socialmedia.defense.gov/
  • Internal:Enterprise FacebookEnterprise YouTubeEnterprise TwitterGlobal presence detectionOn-demand conferencingTelepresence everywhereMobile access to everythingGlobal searchSocial content managementWith more revolutionary applications to come . . . .
  • Oneforty.com has social business tools to help the development of your social media presence. They were recently acquired by hubspot, so this interface could change
  • Listen to conversations before jumping into themSpecific focus on complaintsTone and sentimentSet up queries and alertsEmpower community managers
  • http://www.onesocialmedia.com/2011/02/social-media-listening-in-real-time-case-study-toyota-of-des-moines/Social Media account manager was lucky enough to have seen this post only 5 minutes after it had been posted. Because the Facebook post was fairly recent, I decided to call someone at Toyota of Des Moines. I wanted to see if they could find the displeased customer before she left the dealership, in hopes that they could try to work through the issue with her in person. As luck would have it, the customer was still at the dealership at the time that I called to inform them of the post. They were able to talk with her, to let her know that they saw her Facebook post, and that they wanted to work through the issue with her. 
  • Move from listening and broadcasting to engagementPlan for engagementhttp://loyaltyandcustomers.com/2010/05/engagement-marketing/Triage for comments, external mentionsEngagement on public, commercial, and third-party sitesAuthenticity and personality important
  • How many of you have seen this commercial?
  • CNN iReporterhttp://ireport.cnn.com/community/assignmentCNN’s iReport assignment desk is an example of community evolution of technology and communication. Eachday and throughout the day as news breaks, the editors of the iReport page put up assignments to the citizenjournalists to help get real and participatory news live from wherever in the world it is happening. They haveembraced the evolution of technology by asking for submissions as the technology evolves and connecting itwith social media through hashtags on Twitter.This creates additional conversation around not only contributions, but the delivery medium itself. Those noteven connected to CNN are able to participate in the conversation because it is being held at the widest possibledistribution point or audience, out in the open on social media streams.
  • Policies and guidelinesRestrictions on tools and contentInternal monitoringRecords managementLegal issues
  • NASA is quite well known as a player of Social Business tools for engagement within their internal and external communities. Now they open up improving the future of their social business and overall mission with the public in an open source manner. http://www.nasa.gov/open/source/index.htmlThey are also sharing their information publicly surrounding the eventhttp://www.slideshare.net/ckleclerc

Deconstructing the social business roadmap Deconstructing the social business roadmap Presentation Transcript

  • Deconstructing the Social Business Roadmap
    A conversation and walkthrough of the understanding what it will take to develop a social media business policy for your organization.
  • Andrea Baker
    Andrea Baker
    Twitter: @immunity
    LinkedIN – Andrea R. Baker
  • How this session works:
    I’ll talk about the steps of the roadmap and discuss real world applications. Around the room, please feel free to volunteer how your organization is implementing the step or how you can implement to do better social business.
  • Are you on the right course?
  • Goals
    To improve business processes using social practices and technologies
    Set the standard in which to follow from concept to constituent and community collaboration
    Create you essential guide to those who wish to implement social technologies
  • What is social business?
    Social business is the use of social technologies and processes to improve internal collaboration and external customer engagement. It is more than simply setting up accounts on commercial services or even implementing enterprise social technologies. Instead, social business processes leverage social technologies within a culture of collaboration, openness, and sharing to streamline and improve the way organizations conduct business.
  • Where is the personal line?
    Being a social business means having a personal connection with your customers.
    Consider a corporate brand instead of a corporate push on the individual brand.
  • Social Media / Social Business
    Let’s be clear of what YOUR needs are:
    Whether you use social media/social networking for personal business be aware of what you post – its forever!
    Your personal life will probably touch or bleed into your professional presence – people will “search” for you and know more than you think.
    If needed, maintain a presence for each persona and keep them separate in your “voice”.
  • “As we are moving forward in the digital age and with teleworking, it is imperative that in doing business and effective communicating with others not in the same room, we consider how to use social media technologies to fill in the gaps that email and traditional networking or communications do not provide.”
  • It can be a little overwhelming for the untrained employee
  • Social Media Empowerment
  • Do you feel empowered by your organization to work with social media?
    Is your organization empowering themselves to work with you on your ideas and energy?
  • Empowerment
    A necessary precursor to successful social business initiatives.
    Based on three tenants
  • Transparency
    Requires that the organization move from a culture of knowledge hoarding to one of knowledge sharing.
  • Trust
    Requires that the organization trust its users to do what is right, while supporting them with the training and governance required for them to be accountable for that trust.
  • Technology
    Requires willingness to allow employees to experiment with new tools and processes, trusting that they will not abuse them and permitting them to “fail fast.”
  • Case Study
    Best Western
    • http://onthegowithamy.blogspot.com/
    • Camilla SDO
  • The 8 Steps Beyond
    After Empowerment …
    • Emergence
    • Strategy
    • Development
    • Monitoring
    • Participation
    • Engagement
    • Governance
    • Optimization
  • Emergence
    This step the organization is not using social technologies in any formal or organized way. Instead, individuals or small groups within the organization are experimenting with social technologies to determine whether there is business value to them.
  • Case Study
    • The Beltway
    • Intelink
    • Open IDEO
  • Your EmergenceExamples
    What can you share?
  • Strategy
    Once the organization begins to develop experience with social technologies and has identified potential business value from their use, it is important to create a framework that identifies how it expects to use these technologies, and the goals and objectives for their use.
  • Strategy
    Formalization of approach
    Social business assessment
    Planning and project management
    Social business team
  • Case Study
    • U.S Federal Government
    • The White House
    • Department of Defense
    • 311
    • Discovery Communications
    • Starbucks
  • Your Strategy Examples
    What can you share?
  • Development
    With the strategy in place, the organization can make informed decisions about what tools to implement, how to implement them, where to implement them, and how they will potentially scale more broadly within the organization.
  • Development
    Identify desired capabilities and deployment options
    Specific tools
    Hosted, enterprise, commercial, mobile
    Procure and implement tools
    • Develop and deliver training and support
    • Integration
  • Case Study
    • DATA.GOV
    • Oneforty.com
  • Your DevelopmentExamples
    What can you share?
  • Monitoring
    Initially the organization should spend time monitoring and listening to the conversations taking place in and around a particular tool to get a sense of the nature of the tool, the content of the conversations, the target audiences, and who the leading participants are. This is perhaps more visible in externally focused processes but is important for internal ones as well.
  • Monitoring
  • Your MonitoringExamples
    What can you share?
  • Participation
    Once the organization has done some listening it will be able to participate more meaningfully and should begin doing so according to what it has learned about the target market and the nature of the conversations on the various tools.
  • Participation
    Seed content into tools
    Use the tools!
    Be patient
  • Case Study
    • Toyota
    • Vespa
  • Your Participation Examples
    What can you share?
  • Engagement
    The goal is for participation to move to engagement – from speaking at or to customers to engaging with them. This means creating processes to respond to issues, both internally and externally, and ensuring that communications are clear, accurate, and authentic.
  • Engagement
    Move from listening and broadcasting to engagement
  • Case Study
    • Dodge
    • CNN iReport
    • Jewelmint
  • Your Engagement Examples
    What can you share?
  • Governance
    This step describes the process for developing an effective governance framework for social business processes. Some of the steps are specific to certain tools or capabilities, while others are more broadly applicable, such as an acceptable usage policy.
  • Governance
    1. Prevent
    • Risk assessments
    • Training
    • Policies & procedures
    • Executive commitment
    3. Respond
    • Investigation
    • Communication
    • Improvements
    • Employee discipline
    2. Detect
    • Audit
    • Ombudsman
    • Monitoring
  • Case Study
    Social Media Governance
  • Your GovernanceExamples
    What can you share?
  • Optimization
    Once social business processes are in place, they should be actively managed and reviewed to ensure that the organization is realizing the expected benefits. This includes but is not limited to monitoring the tools in real time, identifying and measuring specific metrics, and training users on new or evolving tools and processes.
  • Optimization
    Encourage uptake of the tools
    Monitor efficacy of tools
    Measure and analyze tools and processes
    Continue to educate users and stakeholders
    Identify changes to tools and new tools to consider
  • Case Study
    • NASA
    • Hubspot
  • Develop and deliver training and support
  • Your OptimizationExamples
    What can you share?
  • Next Steps
    • Conduct Social Media Assessment – see my session tomorrow
    • Create Social Media Policy
    • Create organization specific roadmap
    • Execute roadmap & share policies
  • The Future
    We are moving to a more mobile society.
    Keep in mind how YOU interact with other brands as a guide to how your organization can improve.
  • Get the Roadmap
    Available under Creative Commons – you can add to and expand
    Contribute to the wiki
  • Resources
    • Dos and Don’t of Social Media – Hatch Act
    • AIIM Social Business Roadmap and Briefings
    • Social Media Governance
    • Social Media Governance and Best Practices
    • 140 Social Application Hub
    • US Army Social Media Handbook
    • Loyalty and Customers