Your SlideShare is downloading. ×
  • Like
6 guidelines for_becoming_a_social_business_dec2013
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

6 guidelines for_becoming_a_social_business_dec2013

  • 2,870 views
Published

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

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

Published in Social Media , Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,870
On SlideShare
0
From Embeds
0
Number of Embeds
38

Actions

Shares
Downloads
24
Comments
0
Likes
4

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 6 Guidelines For Becoming A Social Business
  • 2. I am @DamienCummings Email: damiencummings@gmail.com Twitter: @DamienCummings Blog: http://www.digitalfuture.asia LinkedIn: http://sg.linkedin.com/in/damiencummings
  • 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. 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. 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. #1 Things go wrong when you’re not prepared.
  • 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. 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. #2 It all starts with listening.
  • 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. #3 People want to connect with their friends and family, not brands.
  • 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. #4 When they do connect with brands, they are your advocates.
  • 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. #5 Influencers are the most important part of social business.
  • 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. 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. #6 When you talk be authentic, honest and entertaining.
  • 19. Authentic Social Engagement
  • 20. Authentic Social Engagement
  • 21. Thank you! Damien Cummings Email: damiencummings@gmail.com Twitter: @DamienCummings Blog: http://www.digitalfuture.asia LinkedIn: http://sg.linkedin.com/in/damiencummings