The document discusses how companies can adopt a social business model and create content like a movie producer. A social business embraces social media and employee participation across the organization. Characteristics include executive support, employee branding, and investment in social technologies. Content should be created and distributed like a movie producer oversees various roles such as directors, actors, screenwriters, and visual effects specialists. Examples are provided of companies that have successfully adopted social business practices through compelling internal and external content and communities.
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Characteristics of a Social Business
C Suite Gets It
Marketing is Not a Department
Employee Branding is Embraced
Investment in Social Technology
Data Driven Marketing Mindset
3. What is a Social Business?
A social business embraces the
culture and technology of the social
revolution for strategic business
outcomes. It understands that
employees across the organization
should contribute to brand
excellence, through external and
internal engagement.
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Social Media to Social Business
Fans
Followers
Likes
Retweets
Shares
Shoutouts
Buzz
Engagement
Market Feedback
New Ideas
Employee Collaboration
Customer Support
Customer Acquisition
Launch New Initiatives
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Producers
A Producer initiates a project and oversees it from
the conceptual stage through completion. Producers
are responsible for
initiating, coordinating, supervising, and controlling
all aspects of the motion picture and/or television
production process.
They are involved on a daily basis with the
creative, financial, technological and administrative
processes. This includes supervising all phases of
production from inception to completion.
http://www.hollywoodlitsales.com/cf/journal/dspJournal.cfm?intID=2058
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Directors
A director interprets the script, coaches the
performers, works together with the
cast, interrelating them all to create a work of art. He
gains most when others are given their freedom to
show what they know.
The film director is seen as a leader of others, as
providing a kind of guiding force. The final outcome is
more or less predetermined by requirements of the
script, camerawork, acting, and editing; the director
providing certain organizational context to the picture.
http://www.filmmakers.com/stories/Director.htm
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Actors
Actors give life to the ideas of writers and directors
with a magic that exists only in the soul of a
performer. Whether performed live or captured on
film, the craft of the professional actor is one that
aspiring thespians around the world seek to master.
It’s the power to transform a story into something
that not only entertains an audience, but also whisks
them away to another world and moves them in a
deeply emotional manner.
http://www.tomcruise.com/blog/2010/09/13/aspiring-actors-guide-resources-training/
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Screenwriters
Screenwriters, scenarists, or script writers, are authors
who write the screenplays from which movies and
television programs are made.
Screenwriters, the folks who develop stories into the
screenplays and scripts that take our imaginations to
new heights, are the source for all the great movies
and films we as fans enjoy.
http://www.tomcruise.com/blog/2010/08/26/screenwriters-guide-
screenplay-story/
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Visual Effects
Visual effects involves high-end post
production polish to create an amazing
visual experience.
It involves use of HD cameras & pro gear,
basic and advanced camera techniques,
basic and advanced video editing
techniques, motion graphics, outputting
media for Web, YouTube and mobile
devices.
http://www.digitalmediaacademy.org/teen-summer-camps/dma-multi-week-
academies/academy-for-hollywood-visual-effects/
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Artists
Artists are the brainchild of visual effects and
special effects from the simplest tricks of
editing on through the total visual immersion
available in current computer generated
images (CGI), the combination of art and
technology delivers whole new worlds for
audiences to enjoy.
http://www.tomcruise.com/blog/2010/10/08/visual-effects-artist-3d-
training-post-production/
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Content Marketing Like Film Producers
Producer
Director
Actor
Screen Writer
Visual Effects Specialist
Artist
CMO/VP Marketing
Project Manager
Subject Matter Experts
Writer/Story Teller
Designer
Technical Editor
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Sources
Dell Social Business: http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2013/07/23/dell-
s-social-evolution-from-a-corporate-blog-to-a-social-business.aspx
MIT Sloan Management/Deloitte Study: State of Social Business
http://deloitte.wsj.com/cio/files/2013/07/Social-business-infographic.pdf
Eduardo Conrado: The New MIT
http://contentmarketinginstitute.com/2013/05/content-strategy-thrives-when-marketing-it-work-together/
Movie Production Definitions:
http://www.hollywoodlitsales.com/cf/journal/dspJournal.cfm?intID=2058
http://www.filmmakers.com/stories/Director.htm
http://www.tomcruise.com/blog/2010/09/13/aspiring-actors-guide-resources-training/
http://www.digitalmediaacademy.org/teen-summer-camps/dma-multi-week-academies/academy-for-hollywood-
visual-effects/
Editor's Notes
Let’s look at the five characteristics of a social business. In full disclosure these are my opinion. You may or may not find these characteristics in someone else’s definition of social business. I’ve been a practitioner of social business since 2006 both as a user and as a digital marketing agency and a speaker and trainer, not to mention author of one book and a top 100 digital marketing blog, though it wasn’t called social business until more recently. So, I am confident that my perspective is grounded in sound reasoning.
Jerry Bruckheimer
What began as “social media” has evolved. The journey for businesses around the world is not unlike the phases we all experience from infant to mature adulthood. I believe we are approximately 7 years into this journey and I would characterize our current state in social business as early adulthood. My reason is that we’re finally talking about what it means to be a social business. This was not a conversation we were having 2 years ago.
Francis Ford Coppola
Bill Westenhofer
Indium Corp is a NY based manufacturer of industrial solder paste. They were an early adopter of blogging. It didn’t happen overnight, but today more than 70 engineers write blog articles on obscure, long tail technical topics that would glaze over most of our eyes. Their blog content is well received by their audience resulting in a healthy steady supply of qualified sales leads.
When a brand delivers utility to the consumer through social technology, a strong relationship can be built. Mobile technology is one of the best ways to do that. Delta airlines allows me to manage my travel plans from my smartphone. Charmin (yes, the makers of toilet paper) allows me to find available rest rooms wherever I am. The user community rates each bathroom a “sit or a squat” based on how clean it is. And, of course Starbucks allows me to find store locations as well add money to my card. These examples illustrate how a social business connects with their consumer in ways that really matter to the consumer, not by selling but rather by offering them value on their mobile device.
Each business is unique. In order to consider what’s next for you ask yourself these questions. Chances are you have competition, your employees are connected in social networks and you already use some form of social technology whether it’s free or fee based. Remember that being a social business is a journey. A social business mindset is not an option. A strategic plan is not an option. Data driven social technology is not an option. I encourage you to take the action that is appropriate for you in your situation. Lack of action can be very risky.