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Social Business & Online Influence

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  • 1. @JAYCOOPERTWEETS @BLOOMWORLDWIDEWWW.BLOOMSOCIALBUSINESS.COM
  • 2. Being Social Social Media vs Social Business Social Business Maturity Influence: A Hallmark Of Maturity Your Social Business Toolkit Social Business Maturity Calculator @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 3. It’s not about technology
  • 4. It’s About People
  • 5. Today Is IS NOTOT a starting point prescriptive exploratory definitive pragmatic evangelical questions answers a journey a destination @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 6. Being Social Social Media vs Social Business Social Business Maturity Influence: A Hallmark Of Maturity Your Social Business Toolkit Social Business Maturity Calculator @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 7. “To find something comparable, you have to goThe Impact of Social Media?the birth of back 500 years to the printing press, mass media… Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.” Rupert Murdoch
  • 8. A social business is a business consciously designed around social consumers and socialtools as a dynamic response to a changed commerciallandscape and the proliferation of the social web. @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM Inspira(on:  Brian  Solis,  jeremiah  Owyang,  David  Armano  
  • 9. Social   Tools   Social  Consumer   Social  Business   @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 10. Source:  Brian  Solis  &  JESS3,  2010  
  • 11. Source:  Brian  Solis  &  JESS3,  2010  
  • 12. The Challenge & The Opportunity Businesses Consumers Push Pull Passive Active Static Mobile Detached Immediate Consumption Interaction Monologue Dialogue Control Collaboration Interruption Participation Delivering a message Being part of a conversation Database Community @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 13. Successful businesses will be more like Dale Carnegie and less like Mad Men Listen first, Sell second @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM Source:  Socialnomics  
  • 14. Socialised Media has…1.  Rewired the processes by which consumers share experiences, expertise and opinions.2.  Broadened the channels available to consumers who seek information.3.  Changed how companies approach markets.4.  Altered how companies develop products.5.  Remodeled the process by which companies connect with and show appreciation for their customers. @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM Inspired  By  Engage,  Brian  Solis,  Sept  2010  
  • 15. @JAYCOOPERTWEETS @BLOOMWORLDWIDEWWW.BLOOMSOCIALBUSINESS.COM
  • 16. Strategy + TacticsIntegrity, authenticity and sustainability are thehallmarks of a successful social business.Short term tactical solutions may provide an initial spikein interest and engagement but it is those organisationswith a long-term sustainable approach, who walk thetalk from the inside out that achieve long-termcommercial results.
  • 17. Success with the Social Web “To be successful using social technologies, companies must first prepare and align internal roles, processes, policies and stakeholders with their business objectives. Social business is a profound change that impacts all departments in the organization.” Source:  Jeremiah  Owyang,  Al(meter  
  • 18. Being Social Research40+ top global social companies haveparticipated:-  Online survey-  Face to face interviews-  Telephone/skype interviewsThe overwhelming finding? Source:  Being  Social  Study,  May  2012,  Digital  Training  Company  
  • 19. Being Social Research40+  top  global  social  companies  have  par(cipated:  -­‐   Online  survey  -­‐   Face  to  face  interviews  -­‐   Telephone/skype  interviews  The  overwhelming  finding?   What happens internally is as important as what happens externally Source:  Being  Social  Study,  May  2012    Digital  Training  Company  
  • 20. NINETY-EIGHT The percentage of companies who considered themselves successful or very successful at using social media to deliver upon their objectives and had developed an internal social media strategy that encompassed more than three of the below activities: •  Creation of Social Media policy & guidelines •  Change to business structure •  Change to company culture •  Investment in resources – people, technology •  Internal communication/engagement •  Development of social media capabilities e.g. training Source:  Being  Social  Study,  May  2012,  Digital  Training  Company  
  • 21. SEVENTY-SEVEN The percentage of companies who considered themselves less successful or unsuccessful at using social media who had not developed an internal social media strategy. Source:  Being  Social  Study,  May  2012,  Digital  Training  Company  
  • 22. Doing Social Being social"   65% of the world’s top "   Only 22% of businesses have a companies have an active Twitter profile dedicated social media manager"   90% of marketers use social "   Only 10% of marketers are media channels for business, actively monitoring social media with 93% of these rating social tools as “important” ROI"   43% of marketers have noticed "   The average time spent by an improvement in sales due to marketers on social media is social campaigns 1-5hrs per week for those just getting started and 6+ hours per week for those with 3+ years of experience @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM Source:  May  2012  The  Social  Skinny    
  • 23. It is time to STOP treating social media as a silo, an add on, a piece of marketing, something to do whenbusiness is quiet, something tothrow at the intern, something of a novelty…
  • 24. Stop DOING social media …Start BEING Social!
  • 25. Being Social Social  Media  vs  Social  Business   Social  Business  Maturity   Influence:  A  Hallmark  Of  Maturity   Your  Social  Business  Toolkit   Social  Business  Maturity  Calculator   @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 26. Q. Why does socialbusiness maturity matter?
  • 27. Q. Why does socialbusiness maturity matter?A. Because it has a direct effect on your bottom line
  • 28. Why Is Social Business Maturity Important?"   91% of experienced social marketers see improved website traffic due to social media campaigns and 79% are generating more quality leads"   47% of customers are somewhat likely to purchase from a brand that they follow or like"   72% of marketers who have worked in social media for three or more years said that they saw a boost in turnover due to social channels The longer you’re working in it the better you get at it @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM Source:  May  2012  The  Social  Skinny    
  • 29. Social Business Maturity As A Strategic Tool Benchmark Analyse •  Internal departments •  Audit •  Competitors •  SWOT Analysis •  Out-of-sector •  Gap Analysis Create A Roadmap Key Performance •  Inform direction of travel Indicators •  Realistic step by step activities •  Link objectives back to business •  Timeframes •  Track progress •  Optimise activities @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 30. BLOOM Social Business Maturity Framework 2     0     1     3     4     5     Campaign   Inac(ve   Experimental   Formalised   Mature   Trail-­‐Blazing   Driven   We  have  a   We  have  a   We  have  a   formalised   formalised   number  of   We  have  a   holis(c   programme   tac(cal   formalised   programme   and  long  term   We  do  not   We  are  mostly   ac(va(ons  in   programme   encompassing   strategy,   have  a   experimen(ng   place  which   and  long  term   mul(ple   across  the   programme   with  social   are  largely   strategy,   business   WHOLE   yet.   media.   campaign,   across  MOST   func(ons  that   company  and   event  or   of  the   is  part  of  an   are  trail-­‐ plaYorm   company.   overall   blazing  in  our   driven.     strategy.   sector.   BASIC   ADVANCED   @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 31. External & Internal Evaluation Criteria EXTERNAL MATURITY INTERNAL MATURITY Activity Programme Insight Leadership Expenditure Organisational Model Impact Culture Presence Employees Sentiment Head Count Engagement Budget Influence Governance Conversation Education Content Tools & Technology Community Suppliers Competitors Measurement @JAYCOOPERTWEETS @BLOOMWORLDWIDESource:  BLOOM  Worldwide  External  Social  Media  Audit   WWW.BLOOMSOCIALBUSINESS.COM
  • 32. Wiggle Social Business Maturity StudyHeadline stats:"   208,754 facebook likes"   1.3% facebook activity"   18,231 twitter"   3.2 BLOOM score"   Between formalised, on road to mature followers @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 33. Halfords Social Business Maturity StudyHeadline Stats:"  7,008 facebook fans"  0.8% facebook activity"  7,420 twitter followers"  1.8 BLOOM score"  Between experimental and campaign driven @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 34. Being Social Social  Media  vs  Social  Business   Social  Business  Maturity   Influence:  A  Hallmark  Of  Maturity   Your  Social  Business  Toolkit   Social  Business  Maturity  Calculator   @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 35. Why a social influence programme isimportant for social business An influence programme cost-effectively delivers social business scale Increases Extends Deepens Provides an credibility & Illicits action Mitigates risk reach engagement infrastructure authority @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 36. BLOOM’s influence programme principals Influencers exist inside your organisation as well as outside There are different types of influencer Different types of influencer can help you reach different goals Influence is relative – it’s not all about popularity Tools and scores have their uses, but human analysis really matters @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 37. Influencers exist inside your organisation as well as outside @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 38. There are different types of influencerAMPLIFIERS AUTHORITIESADVOCATES ASSETS @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 39. There are different types of influencer High popularity Extensive reach ConnectedAMPLIFIERS High impact For example… Brand awareness Word of mouth Brand lift @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 40. There are different types of influencer Specialists Personal experience Respected in their field TopicalAUTHORITIES relevance For example… Inspiring action (signups/referrals) Driving sales Sentiment shift @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 41. There are different types of influencer Brand champions Ambassadors Regularly promote and recommend Impacts brandADVOCATES reputation For example… Brand advocacy Community development Endorsements @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 42. There are different types of influencer People you want to influence directly Potential leads Niche interests Key decisionASSETS makersFor example… Lead generation Sales/referrals Demonstrating thought leadership @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 43. Different types of influencer can help you reach different goals Influencer typeIntended outcome examples AMPLIFIER AUTHORITY ADVOCATE ASSETBrand awarenessWord of mouthAdvocacySalesSentiment shiftCommunity developmentThought leadershipSignupsBrand liftEndorsements @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 44. Influence is relative – it’s not all about popularity AMPLIFIERS   ADVOCATES  POPULARITY   BRAND  RELEVANCE   @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 45. Tools and scores have their uses, but human analysis really mattersWhat  topics   does  this  person  talk   Brand   about?   sen<ment?   Relevance   score?   Internal?   External?     Scoring  across  relevant   plaYorms  = Human analysts= Tools BLOOM  INFLUENCER  CATEGORISATION  AND  SCORING  METHODOLOGY   @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 46. Being Social Social  Media  vs  Social  Business   Social  Business  Maturity   Influence:  A  Hallmark  Of  Maturity   Your  Social  Business  Toolkit   Social  Business  Maturity  Calculator   @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 47. 5 things you can started on rightaway @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 48. #1  Write  a  plan   WWW.BLOOMSOCIALBUSINESS.COM
  • 49. #2  Learn  how  to  listen   @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 50. #3  Build  community  rela(onships  through  your  content   @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 51. #4  know  what  you  are  measuring  and  why  you  are  measuring  it   @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 52. #5  Socialise  your  culture,  not  your  technology   WWW.BLOOMSOCIALBUSINESS.COM
  • 53. Being Social Social  Media  vs  Social  Business   Social  Business  Maturity   Influence:  A  Hallmark  Of  Maturity   Your  Social  Business  Toolkit   Social  Business  Maturity  Calculator   @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 54. www.bloomsocialbusiness.com @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  • 55. Enjoy the rest of the conference #oiconf
  • 56. Jay Cooper @jaycoopertweets @bloomworldwidewww.bloomsocialbusiness.com @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM