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How to Make the Transition from Social Media to Social Business

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Social media is tactical...Social business is strategic...Why do it? How do you do it? Answers and success stories...Presented by Bernie Borges.

Social media is tactical...Social business is strategic...Why do it? How do you do it? Answers and success stories...Presented by Bernie Borges.

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  • 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.
  • One of the most progressive companies in the area of social business is IBM. In full disclosure, IBM has products and services that help organizations become a social business and measure results. That said, IBM is walking the walk quite nicely. Recently, IBM released their 2012 Global CEO Study in which they interviewed more than 1700 CEOs in 64 countries across 18 industries. Their big three take aways from the report are: 1) empower employees through social technology and a culture of being social, 2) leverage partnerships, 3) engage customers as individuals. In other words, don’t think of your business as B2B or B2C, but rather H2H (human to human). Businesses are made up of people and people are social. And, social technology enables everyone to connect and engage in ways that weren’t possible in years past.
  • 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.
  • Anything meaningful in business always has to have the full support of the top of the food chain in the organization. In a social business, the C suite recognizes that employees are social and that they use social technology, and that restricting their use in the business is like restricting them from talking on the phone. The C suite also understands the role of relevant content as a means to engage with customers, and technology or systems to facilitate usage and measurement of business value. A social business is both content rich and users of social technology to implement, track and measure results.
  • In my opinion, one of the most compelling characteristics of a social business is when the organization recognizes that marketing is not a department. The role of the marketing department is to provide leadership to the rest of the organization. The marketing executive should be a part of the leadership team. The marketing plan must be clearly aligned with the business’ strategic objective. The role of marketing certainly includes the launch of campaigns and tactics designed to build brand awareness and produce leads. And, it also includes communicating the vision to the rest of the organization and spelling out exactly how the people in each functional department or division plays a role in the company’s overall marketing efforts.
  • A social business embraces employees as brand ambassadors. Some of your employees have valuable subject matter expertise, and some of them have the capability of building their reputation around that expertise in a way that is valuable to your brand. This phenomenon is made possible through a content mindset which is greatly enabled through our digital channels such as blogs and social networks. While not all employees are qualified to be dual branded, those that do can have a “halo effect” on your brand. When these employees produce valuable content, share it and engage with your market, their personal brand benefits and so does yours. A social business does NOT fret over the personal brand equity of these employees. Rather, a social business embraces it for the halo effect. A social business works in alignment with these employees.
  • The landscape of social technology providers is a fast moving one. In 2012 alone we’ve seen several moves from well known brands. Oracle and Salesforce both made social technology acquisitions, as did Microsoft in their acquisition of Yammer. And, of course as I mentioned earlier, IBM has a big stake in social business with products and services. While this is just a sampling of some of the technology providers in social business, clearly the trend is obvious. Organizations need social technology and these providers are serious about earning your business to help you be a social business.
  • Another characteristic of a social business is having a data driven mindset. The amount of data that can be gleaned from social technologies is so huge that a new buzzword has emerged – BIG DATA. Measuring the impact of big data on the bottom line is complex, but it’s very doable with a combination of the data driven mindset and the right tools to micro target effectively with relevant messages and to measure social engagement outcomes. Here’s an example of consumer opinion analysis in the Travel & Leisure industry. This is an analysis of consumer reactions to Las Vegas hotels. This visualization from Crimson Hexagon’s social media analytics platform shows how particular topics – such as “friendliness of hotel staff,” or “first trip to Vegas” -- trend over time.
  • HubSpot is a marketing automation company. Recognized by Inc., Forbes, Fortune and others for their rapid growth, they are also recognized for the two co founders walking the walk in social business. HubSpot is in the “inbound marketing” business. So, it’s no surprise, and worth noting that the CEO and CTO of a fast growing inbound marketing software company both blog and tweet in a very down to earth, human way. But, even more significant is the fact they empower their 400 employees to tweet, blog and otherwise share thoughts and links to content about relevant inbound marketing stuff. They get it. Of course, they should get it. They are a great example to follow.
  • Finland’s flagship airline, Finnair and the Helsinki airport set out to collaborate on a social outreach to find ways to make air travel more enjoyable. They were launching a new concept called Quality Hunters. They would choose 7 of the best ideas, and give them a 7 week journey around the world in search of air travel best practices. They used social media to invite people to make any suggestion they want. They held live online chats which sometimes lasted all day. The Quality Hunters social media team listened and engaged with the community, which was growing rapidly. People really responded well to this online community. One of the easiest ideas to implement from the suggestions was a book swap lounge. The community was invited to submit design ideas. The connection made between the community and the airline is a human to human connection. Ana Silva O’Reilly, whose blog post nicely summarizes the whole journey genuinely appreciates the opportunity to make new online friends and she even says she made business connections. The community also helped her spread the word on her new travel blog. This is an example of a social business in action through authentic engagement, listening and acting on the input of the community.
  • Finland’s flagship airline, Finnair and the Helsinki airport set out to collaborate on a social outreach to find ways to make air travel more enjoyable. They were launching a new concept called Quality Hunters. They would choose 7 of the best ideas, and give them a 7 week journey around the world in search of air travel best practices. They used social media to invite people to make any suggestion they want. They held live online chats which sometimes lasted all day. The Quality Hunters social media team listened and engaged with the community, which was growing rapidly. People really responded well to this online community. One of the easiest ideas to implement from the suggestions was a book swap lounge. The community was invited to submit design ideas. The connection made between the community and the airline is a human to human connection. Ana Silva O’Reilly, whose blog post nicely summarizes the whole journey genuinely appreciates the opportunity to make new online friends and she even says she made business connections. The community also helped her spread the word on her new travel blog. This is an example of a social business in action through authentic engagement, listening and acting on the input of the community.
  • Kinaxis is a supply chain management software company located in western Canada. Kinaxis has many social channels where they enable employees, customers and partners to participate through relevant content. One of their content channels is even a comedy video channel.
  • 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.
  • While the Starbucks marketing team may be responsible for their mobile strategy and managing their Instagram account, what they understand is that their most powerful asset is their loyal customers. Through their mobile app, they generate significant revenue. Through Instagram, a more recent endeavor, they allow anyone to follow them.
  • While the Starbucks marketing team may be responsible for their mobile strategy and managing their Instagram account, what they understand is that their most powerful asset is their loyal customers. Through their mobile app, they generate significant revenue. Through Instagram, a more recent endeavor, they allow anyone to follow them.
  • 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.

Transcript

  • 1. @bernieborges
  • 2. 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. @bernieborges
  • 3. Why Become a Social Business? Customers’ expectations have changed…. @bernieborges
  • 4. Social Business is a Journey @bernieborges
  • 5. IBM 2012 Global CEO Study http://public.dhe.ibm.com/common/ssi/ecm/en/gbe03486usen/GBE03486USEN.PDF @bernieborges
  • 6. 2013 Social Business Study http://www.slideshare.net/Altimeter/slides-the-state/1 http://deloitte.wsj.com/cio/files/2013/07/Social-business-infographic.pdf @bernieborges
  • 7. 2013 Social Business Study http://deloitte.wsj.com/cio/files/2013/07/Social-business-infographic.pdf @bernieborges
  • 8. IBM 2014 Social Study http://www.ibm.com/smarterplanet/us/en/centerforappliedinsights/article/social_insights.html @bernieborges
  • 9. 2014 Social @ Scale Journal @bernieborges http://www.sprinklr.com/social-scale-journal/
  • 10. Social Selling http://info.peoplelinx.com/Employee-Advocacy-eBook_Employee-Advocacy-LP.html @bernieborges
  • 11. 5 Pillars 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 @bernieborges
  • 12. Social Media to Social Business Fans Followers Likes Retweets Shares Shoutouts Buzz @bernieborges Engagement Market Feedback New Ideas Employee Collaboration Customer Support Customer Acquisition Launch New Initiatives
  • 13. C Suite Gets It • Plan the work, work the plan • Culture of Transparency • Servant’s mindset • Social employee mindset • Content mindset! @bernieborges
  • 14. The Evolving Role of the CMO http://www.findandconvert.com/2013/05/3-skills-needed-by-the-modern-cmo/ • Diplomacy • Analytical • Marketing @bernieborges
  • 15. Marketing is Not a Department • Customer Service • @HiltonSuggests • JetBlue • Zappos • SMEs Contribute • Nurses (hospital) • Lawyers (law firm) • Engineers (B2B) @bernieborges
  • 16. Employee Branding is Embraced @bernieborges
  • 17. Social Business Technology Investments @bernieborges
  • 18. Data Driven Marketing Mindset @bernieborges
  • 19. Content Creation in Social Business @bernieborges
  • 20. Think Like a Movie Producer @bernieborges
  • 21. Content Marketing Like Film Producers Producer Director Actor Screen Writer Visual Effects Specialist Artist @bernieborges CMO/VP Marketing Project Manager Subject Matter Experts Writer/Story Teller Technical Editor Designer
  • 22. Interview Subject Matter Experts Do the heavy lifting for SMEs Conduct on-camera interviews Create multi-use content Optimize and share @bernieborges
  • 23. Content Marketing Best Practices Document a mission statement Document a strategy Develop brand ambassadors Do the heavy lifting for SMEs Re-purpose content Go broad with distribution @bernieborges
  • 24. Social Business in Action @bernieborges
  • 25. C Suite Setting the Example @bernieborges
  • 26. C-Suite Support: Humana @bernieborges
  • 27. (Don’t) Think Taxes All Year Long http://community.hrblock.com/ @bernieborges
  • 28. Think Taxes All Year Long Think Taxes All Year Long @bernieborges
  • 29. Create Community Around Topics Customers Care About http://community.citrix.com/ @bernieborges
  • 30. Community for Customers http://www.workshifting.com/ @bernieborges
  • 31. Groupon is Social @ Scale http://www.socialbusinessengine.com/sbe-episodes/groupons-social-at-scale-journey/ @bernieborges
  • 32. Internal social networking is good business at Humana http://www.socialbusinessengine.com/sbe-episodes/socialcast-enterprise-social-network-humana/ @bernieborges
  • 33. Scott’s External Community http://www.grogood.com/ @bernieborges
  • 34. EMC: Compelling Internal Content “It’s embedded in our culture!” @bernieborges
  • 35. EMC: Compelling External Content “It’s embedded in our culture!” @bernieborges
  • 36. Employee Advocates at Kinaxis @bernieborges
  • 37. Employee Advocates at Kinaxis @bernieborges
  • 38. Employee Advocacy at Indium • 70+ engineer bloggers • About solder paste! • Thought leadership • Measurable lead flow @bernieborges
  • 39. Serving Your Personas @bernieborges
  • 40. Content That Helps Not Sells @bernieborges
  • 41. Embrace Your Fans
  • 42. Steps to Becoming a Social Business • Culture | Process | Technology • C-Suite sponsor • Invite employees to participate • Develop employee advocates • Training & Governance • Deploy technology • Document content strategy • Start small…. • Measure, react, revise, evolve @bernieborges
  • 43. @bernieborges Tune in… http://www.socialbusinessengine.com
  • 44. @bernieborges