Building a Social Business Best prac5ces for aligning social approaches with your company’s goals David Meiselman VP of Digital Marke5ng, Ac5ﬁo @dmeiselman The views expressed in this presenta5on are my own.
Agenda• Intros – How do you currently use social media? • The basics – external and internal use cases. • Social strategies – aligning your use cases with business goals. • Social models – aligning your people to your use cases. • Wrap up and discussion of what works. • This is not about tools and tac5cs. It’s about developing strategies and uses that align with your business goals.
• A career in tech marke5ng and web strategy • Startups and Fortune 500 • Building digital at Ac5ﬁo • Led social strategy for Hanover Insurance • Built 1 Million+ social community for language learners • Enterprise soSware sales and marke5ng My Perspective: 20+ years in marketing
Why are you social?
Exercise # 1Current levels of social media usage in class – personal v. business. 1. What do you use personally? 2. What do you do for your business? 3. What are your top business goals/needs and how is social business currently helping you to get there?
Origins of Social Media = Web2.0 Interaction Places PlaXorms • Changes in what the web makes possible.• If Web1.0 = publishing, then Web2.0 = participation.• Web2.0 moved from: • Info Access à Rich Internet Apps • Apps à Platforms • Content à Conversations • Web Pages à Distributed Content • Browsing à Following • Communicating à Collaborating• Platforms make content and functions multi “site” and multi-device.
Interactivity Led to Changed Expectations• Not enough to just consume. People want to interact and contribute.• People expect to comment and converse.• Messages cease to be outbound statements, but rather they become part of conversations.• This freaked some marketers out, but it’s really a good thing – conversations make a greater impact than stand alone messages.
Basic Nature of A Social Business Responsive - Interactive - Human
What Do We Mean By A Social Business?• Leverages social plaXorms to share informa5on, engage in conversa5on, and build rela5onships. • Engages and has human interac5ons (at scale). • Social interac5ons both externally and internally.
External Use Cases for Social Media1. Fundamental – building rela5onships with target audiences. • Scalable In5macy (see @miketrap). 2. Marke5ng • Crea5ng brand advocates. • Growing an audience . • Telling your story. 3. Sales – the ul5mate use case, but not how you might think. 4. Service – human and responsive, where and how the customer wants and lives.
Internal Use Cases for Social Collaboration1. Enterprise 2.0 and collec5ve intelligence. 2. Project coordina5on. 3. Knowledge management and informa5on ﬂow. 4. Collabora5ve content development. 5. Social intranets and extranets (partners). 6. New hire assimila5on.
Exercise # 2How can social use cases align to your business goals and objec5ves? 1. List your 3 top pressing goals/needs. 2. For each one, deﬁne an external social and an internal collabora5on use case or approach that can support your achieving/mee5ng it.
Don’t assume all people get this stuff.• Wide range in social proﬁciency • Huge diﬀerence between keeping up with friends on FB and leveraging mul5ple social networks and collabora5on tools for business purposes.
The Culture Thing• Closed & conserva5ve vs. open & progressive. • Command & control vs. individual empowerment. • Guarding informa5on vs. crea5ng it in the open. • There is no correct approach, but the approach must match the basic corporate culture. • Much of social adop5on is a cultural issue for many companies.
Social Media Organizational Models Source: Al5meter Group
Planning Your Approach• Align your culture and choose your model. • Build social proﬁciency and move inside out. • Involve stakeholders and plan responsibili5es. • Don’t leave it to chance. Be deliberate.
Internal Collaboration – Getting Buy-in and Driving Adoption• What’s in it for me? • Follow the leader. • Build a user experience that solves a problem. • Model success and let grass roots use cases follow.
Knowledge Management via Social Platform• Navigate ﬁrst. • Search second. • Ask third.
• Socialtext customized for very speciﬁc use cases
The Recipe for External Social Media• Listen • Curate • Create • Engage • Remember how great salespeople have built rela5onship based businesses for much longer than the technology age… • Keep the value/ask ra5o high.
A Twitter Story
A Twitter Story
External Social Challenges• Cura5ng valuable things to share. • Crea5ng enough quality content. • Coordina5ng mul5ple external social par5cipants. • Internal can be used to solve external challenges. • Align your model to resource constraints.
Setting Forward On Your Social Path1. Deﬁne the business goals you want to impact. 2. Deﬁne the social use cases that can help. 3. Align your corporate culture and social proﬁciency with your approach to implemen5ng those use cases. 4. Work outside in for listening and inside out for speaking. 5. Create deliberate successes that can be built upon. 6. Connect those successes to where you want to go.
Exercise # 3 Crea5ng your roadmap toward being a social business 1. Describe your culture, both today and what you aspire for it to be. 2. Describe the level of social proﬁciency in your team. 3. Pick your preferred social media management model that best aligns to both your culture and the social proﬁciency of your team – today and tomorrow. 4. Deﬁne 2-‐3 use cases that will enable you to model success to drive the desired outcomes you deﬁned in the last exercise.
Thank You! David Meiselman @dmeiselman davidmeiselman.com