@JAYCOOPERTWEETS    @BLOOMWORLDWIDEWWW.BLOOMSOCIALBUSINESS.COM
Being Social   Social Media vs Social Business     Social Business Maturity      Influence: A Hallmark Of Maturity     You...
It’s not about technology
It’s About People
Today Is                       IS    NOTOT      a starting point       prescriptive          exploratory        definitive...
Being Social   Social Media vs Social Business     Social Business Maturity      Influence: A Hallmark Of Maturity     You...
“To find something comparable, you have to goThe Impact of Social Media?the birth of  back 500 years to the printing press...
A social business is a business consciously designed around  social consumers and socialtools as a dynamic response to    ...
Social	                 Tools	    Social	  Consumer	                        Social	  Business	         @JAYCOOPERTWEETS   ...
Source:	  Brian	  Solis	  &	  JESS3,	  2010	  
Source:	  Brian	  Solis	  &	  JESS3,	  2010	  
The Challenge & The Opportunity            Businesses        Consumers                      Push    Pull                  ...
Successful businesses will be more like Dale Carnegie and less like Mad Men         Listen first, Sell second             ...
Socialised Media has…1.  Rewired the processes by which consumers share experiences,    expertise and opinions.2.  Broaden...
@JAYCOOPERTWEETS    @BLOOMWORLDWIDEWWW.BLOOMSOCIALBUSINESS.COM
Strategy + TacticsIntegrity, authenticity and sustainability are thehallmarks of a successful social business.Short term t...
Success with the Social Web  “To be successful using social technologies, companies must    first prepare and align intern...
Being Social Research40+ top global social companies haveparticipated:-  Online survey-  Face to face interviews-  Telepho...
Being Social Research40+	  top	  global	  social	  companies	  have	  par(cipated:	  -­‐ 	  Online	  survey	  -­‐ 	  Face	...
NINETY-EIGHT         The percentage of companies who considered         themselves successful or very successful at       ...
SEVENTY-SEVEN        The percentage of companies who considered        themselves less successful or unsuccessful at      ...
Doing Social                           Being social"   65% of the world’s top             "   Only 22% of businesses have ...
It is time to STOP treating social media as a silo, an add   on, a piece of marketing,    something to do whenbusiness is ...
Stop DOING social media  …Start BEING Social!
Being Social   Social	  Media	  vs	  Social	  Business	         Social	  Business	  Maturity	          Influence:	  A	  Hal...
Q. Why does socialbusiness maturity     matter?
Q. Why does socialbusiness maturity      matter?A. Because it has a  direct effect on your bottom line
Why Is Social Business Maturity Important?"   91% of experienced social marketers see improved website traffic    due to s...
Social Business Maturity As A Strategic Tool  Benchmark                                 Analyse  •  Internal departments  ...
BLOOM Social Business Maturity Framework                                                       2	  	      0	  	           ...
External & Internal Evaluation Criteria                                          EXTERNAL MATURITY                        ...
Wiggle Social Business Maturity StudyHeadline stats:"   208,754 facebook likes"   1.3% facebook activity"   18,231 twitter...
Halfords Social Business Maturity StudyHeadline Stats:"  7,008 facebook fans"  0.8% facebook activity"  7,420 twitter foll...
Being Social   Social	  Media	  vs	  Social	  Business	         Social	  Business	  Maturity	          Influence:	  A	  Hal...
Why a social influence programme isimportant for social business An influence programme cost-effectively delivers         ...
BLOOM’s influence programme principals    Influencers exist inside your organisation as well as outside                   ...
Influencers exist inside your organisation as well as outside                      @JAYCOOPERTWEETS                     @B...
There are different types of influencerAMPLIFIERS               AUTHORITIESADVOCATES                    ASSETS            ...
There are different types of influencer                           High popularity                                         ...
There are different types of influencer                               Specialists                                         ...
There are different types of influencer                                Brand                              champions       ...
There are different types of influencer                          People you want                            to influence  ...
Different types of influencer can help you reach different goals                                                  Influenc...
Influence is relative – it’s not all about popularity                              AMPLIFIERS	                            ...
Tools and scores have their uses, but human analysis really mattersWhat	  topics	   does	  this	  person	  talk	          ...
Being Social   Social	  Media	  vs	  Social	  Business	         Social	  Business	  Maturity	          Influence:	  A	  Hal...
5 things you can started on rightaway                  @JAYCOOPERTWEETS                 @BLOOMWORLDWIDE             WWW.BL...
#1	  Write	  a	  plan	                       WWW.BLOOMSOCIALBUSINESS.COM
#2	  Learn	  how	  to	  listen	                           @JAYCOOPERTWEETS                        @BLOOMWORLDWIDE         ...
#3	  Build	  community	  rela(onships	  through	  your	  content	                        @JAYCOOPERTWEETS                 ...
#4	  know	  what	  you	  are	  measuring	  and	  why	  you	  are	  measuring	  it	                          @JAYCOOPERTWEE...
#5	  Socialise	  your	  culture,	  not	  your	  technology	                      WWW.BLOOMSOCIALBUSINESS.COM
Being Social   Social	  Media	  vs	  Social	  Business	         Social	  Business	  Maturity	          Influence:	  A	  Hal...
www.bloomsocialbusiness.com             @JAYCOOPERTWEETS            @BLOOMWORLDWIDE        WWW.BLOOMSOCIALBUSINESS.COM
Enjoy the rest of the    conference      #oiconf
Jay Cooper     @jaycoopertweets     @bloomworldwidewww.bloomsocialbusiness.com            @JAYCOOPERTWEETS           @BLOO...
Social Business & Online Influence
Social Business & Online Influence
Social Business & Online Influence
Social Business & Online Influence
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Social Business & Online Influence

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Social Business & Online Influence

  1. 1. @JAYCOOPERTWEETS @BLOOMWORLDWIDEWWW.BLOOMSOCIALBUSINESS.COM
  2. 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. 3. It’s not about technology
  4. 4. It’s About People
  5. 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. 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. 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. 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. 9. Social   Tools   Social  Consumer   Social  Business   @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  10. 10. Source:  Brian  Solis  &  JESS3,  2010  
  11. 11. Source:  Brian  Solis  &  JESS3,  2010  
  12. 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. 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. 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. 15. @JAYCOOPERTWEETS @BLOOMWORLDWIDEWWW.BLOOMSOCIALBUSINESS.COM
  16. 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. 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. 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. 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. 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. 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. 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. 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. 24. Stop DOING social media …Start BEING Social!
  25. 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. 26. Q. Why does socialbusiness maturity matter?
  27. 27. Q. Why does socialbusiness maturity matter?A. Because it has a direct effect on your bottom line
  28. 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. 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. 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. 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. 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. 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. 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. 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. 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. 37. Influencers exist inside your organisation as well as outside @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  38. 38. There are different types of influencerAMPLIFIERS AUTHORITIESADVOCATES ASSETS @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  39. 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. 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. 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. 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. 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. 44. Influence is relative – it’s not all about popularity AMPLIFIERS   ADVOCATES  POPULARITY   BRAND  RELEVANCE   @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  45. 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. 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. 47. 5 things you can started on rightaway @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  48. 48. #1  Write  a  plan   WWW.BLOOMSOCIALBUSINESS.COM
  49. 49. #2  Learn  how  to  listen   @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  50. 50. #3  Build  community  rela(onships  through  your  content   @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  51. 51. #4  know  what  you  are  measuring  and  why  you  are  measuring  it   @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  52. 52. #5  Socialise  your  culture,  not  your  technology   WWW.BLOOMSOCIALBUSINESS.COM
  53. 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. 54. www.bloomsocialbusiness.com @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
  55. 55. Enjoy the rest of the conference #oiconf
  56. 56. Jay Cooper @jaycoopertweets @bloomworldwidewww.bloomsocialbusiness.com @JAYCOOPERTWEETS @BLOOMWORLDWIDE WWW.BLOOMSOCIALBUSINESS.COM
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