Deconstructing the social business roadmap

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
Trust
Technology

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/
NASA
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
Integration

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
www.aiim.org/roadmap
Contribute to the wiki

Resources
Dos and Don’t of Social Media – Hatch Act
http://ohmygov.com/blogs/general_news/archive/2010/09/03/Dos-and-Donts-for-Feds-on-Social-Media-INFOGRAPHIC.aspx
AIIM Social Business Roadmap and Briefings
http://www.aiim.org/Research/Briefings/Social-Business
Social Media Governance
http://socialmediagovernance.com/policies.php
Social Media Governance and Best Practices
http://govsocmed.pbworks.com/w/page/15060450/Web-2-0-Governance-Policies-and-Best-Practices
140 Social Application Hub
http://oneforty.com/home
US Army Social Media Handbook
http://www.slideshare.net/USArmySocialMedia/army-social-media-handbook-2011
Loyalty and Customers
http://loyaltyandcustomers.com/2010/05/engagement-marketing/

Deconstructing the social business roadmap

by Andrea Baker on Sep 13, 2011

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Deconstructing the social business roadmap — Presentation Transcript