6 Guidelines For Becoming A
Social Business
I am @DamienCummings
Email: damiencummings@gmail.com
Twitter: @DamienCummings

Blog: http://www.digitalfuture.asia
LinkedI...
What is a Social Business?
“Imagine a culture of real-time collaboration; If our
employees listen & engage with customers ...
What is Social Commerce?
Group buying, reviews & social enabled e-commerce.

Ratings & Reviews

Group Buying
(e.g. Groupon...
6 Guidelines For Social Business
#1 Things go wrong when you’re not prepared.

#2 It all starts with listening.
#3 People ...
#1 Things go wrong when you’re not
prepared.
Australia’s Telstra: Employee Pain
•
•
•

Telstra employee set up Twitter account
impersonating Federal Communications
Min...
KFC PR Nightmare
•

KFC employees take to wash tubs to post
saucy pics … Tweet them to friends.

•

Friends re-Tweet them ...
#2 It all starts
with listening.
Case Study:
Dell’s Social Media Command Center
•

Set-up in Austin, Texas

•

Monitors 25,000 daily
conversations.

•

Use...
#3 People want to connect with
their friends and family, not brands.
57% of people don’t want to talk
to you.
Research indicates

57%

A typical user will only connect with up to

of customer...
#4 When they do connect with
brands, they are your advocates.
Your Brand Advocates
56%
of customers are more likely to recommend a
brand after becoming a fan.

71%
of shoppers regularl...
#5 Influencers are the most
important part of social business.
Not All Influencers Are Equal
•

•

•

External influencers are
much easier to identify: Top
100 (CEOs, CIOs, IT
Directors...
7 Steps: Employee Brand Ambassadors
1.

It all starts with a social media customer engagement policy.

2.

Define who you ...
#6 When you talk be
authentic, honest and entertaining.
Authentic Social Engagement
Authentic Social Engagement
Thank you!
Damien Cummings
Email: damiencummings@gmail.com

Twitter: @DamienCummings
Blog: http://www.digitalfuture.asia
L...
Upcoming SlideShare
Loading in …5
×

6 guidelines for_becoming_a_social_business_dec2013

3,978 views

Published on

6 Guidelines For Becoming A Social Business. Presented in December 2013.

Published in: Social Media, Technology, Business

6 guidelines for_becoming_a_social_business_dec2013

  1. 1. 6 Guidelines For Becoming A Social Business
  2. 2. I am @DamienCummings Email: damiencummings@gmail.com Twitter: @DamienCummings Blog: http://www.digitalfuture.asia LinkedIn: http://sg.linkedin.com/in/damiencummings
  3. 3. What is a Social Business? “Imagine a culture of real-time collaboration; If our employees listen & engage with customers every day; If we go beyond the phone or store to provide realtime customer service online; If our passionate advocates market our products for us. This is Social Business.” Samsung Employees Training & Certification Influencers: Employees, Customers & Media Social Listening Social Commerce Social Marketing & Content Social Customer Service
  4. 4. What is Social Commerce? Group buying, reviews & social enabled e-commerce. Ratings & Reviews Group Buying (e.g. Groupon, Livingsocial & Dell Swarm.) E-Commerce that incorporates social features. (e.g. Facebook Likes.) Social Sharing of Deals & Discounts (e.g. Facebook offers, Foursquare deals.)
  5. 5. 6 Guidelines For Social Business #1 Things go wrong when you’re not prepared. #2 It all starts with listening. #3 People want to connect with their friends and family, not brands. #4 When they do connect with brands, they are your advocates. #5 Influencers are the most important part of social business. #6 When you talk be authentic, honest and entertaining.
  6. 6. #1 Things go wrong when you’re not prepared.
  7. 7. Australia’s Telstra: Employee Pain • • • Telstra employee set up Twitter account impersonating Federal Communications Minister Stephen Conroy. Attracted 1500 followers and ridiculed the Minister. Sacked then reinstated because Telstra DID NOT HAVE A SOCIAL MEDIA POLICY “It’s something major companies need to work out because social media use is intensifying.” – Telstra MD Stephen Quilty
  8. 8. KFC PR Nightmare • KFC employees take to wash tubs to post saucy pics … Tweet them to friends. • Friends re-Tweet them and in days images become number one trend on Twitter. • Employees recognised and fired. • KFC outlet forced to replace tubs. • Multi-million dollar re-branding campaign as ‘now more healthy’ seriously damaged.
  9. 9. #2 It all starts with listening.
  10. 10. Case Study: Dell’s Social Media Command Center • Set-up in Austin, Texas • Monitors 25,000 daily conversations. • Uses Radian6, CIC (China) & other tools (BazaarVoice, Telligent, etc.) • 9 “Ground Control” staff • 45 “@DellCares” team • Triage for customer service, sales & marketing issues.
  11. 11. #3 People want to connect with their friends and family, not brands.
  12. 12. 57% of people don’t want to talk to you. Research indicates 57% A typical user will only connect with up to of customers do NOT want to engage with brands via social networks. - a small percentage of those available. 6 brands Source: PlanetRetail: How and why are successful retailers tapping into social networking channels? 2012
  13. 13. #4 When they do connect with brands, they are your advocates.
  14. 14. Your Brand Advocates 56% of customers are more likely to recommend a brand after becoming a fan. 71% of shoppers regularly rely on reviews from family and friends. 68% are more likely to buy a product or visit a website based on a referral from a friend. Source: PlanetRetail: How and why are successful retailers tapping into social networking channels? 2012
  15. 15. #5 Influencers are the most important part of social business.
  16. 16. Not All Influencers Are Equal • • • External influencers are much easier to identify: Top 100 (CEOs, CIOs, IT Directors, Media, Customers, etc.). Think outside the box – you’re going to get Tech Reviewers and Media anyway. Go niche! Use 3-tier/level Engagement model. Super Influencers (10%) Advocates (25%) Customers / “Amplifiers” (65%)
  17. 17. 7 Steps: Employee Brand Ambassadors 1. It all starts with a social media customer engagement policy. 2. Define who you want to approach as the first generation of brand ambassadors. Is it the marketing team? Customer service team? Sales force? 3. Add KPIs into performance plans. 4. Training. 5. Identify tiers of engagement. 6. Ensure you have strong links back to the rest of the organisation. 7. Roll it out to all employees.
  18. 18. #6 When you talk be authentic, honest and entertaining.
  19. 19. Authentic Social Engagement
  20. 20. Authentic Social Engagement
  21. 21. Thank you! Damien Cummings Email: damiencummings@gmail.com Twitter: @DamienCummings Blog: http://www.digitalfuture.asia LinkedIn: http://sg.linkedin.com/in/damiencummings

×