8 point framework for social business
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8 point framework for social business

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A Framework to Evolve from a Social Brand to a Social Business - what is a Social Business?...

A Framework to Evolve from a Social Brand to a Social Business - what is a Social Business?
> Is Customer Centric
> Creates valuable Content
> Social is Cross functional
> Is Adaptive
> Collaborates in all key processes
> Seek to create Communities inside and outside the firewall
> Shows Empathy and a Human side
> Participation is encouraged (Engage without Fear)

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  • 1. Becoming a Social Business A Framework to Evolve from a Social Brand to a Social BusinessiGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions
  • 2. Techtonic Forces in Business Today Mobile   Local  Social   Your   Cloud   Business   Future  
  • 3. Creating Customer Value From Social Brand To Social Business Ø  A social brand focuses on external Ø  A social business focuses on internal communications communications. Ø  A social brand is all about Ø  A social business is all about engagement with the social engagement with employees. customer. Ø  A social business should be owned by Ø  A social brand is owned by the entire organization marketing Ø  A social business is measured by Ø  A social brand is measured by organizational change. clicks, impressions, reach, Likes, comments, RTs, etc. Ø  Most investments in social business initiatives revolve around internal Ø  With a social brand, budgets are communities, social technologies, and usually allocated toward agencies, training. community management, Facebook applications, blog development, etc.Thanks  to  Michael  Brito  
  • 4. What is a Social Business?Thanks  to  Michael  Brito  
  • 5. Characteristics of a Social BusinessØ  Is Customer CentricØ  Creates valuable ContentØ  Social is Cross functionalØ  Is AdaptiveØ  Collaborates in all key processesØ  Seek to create Communities inside and outside the firewallØ  Shows Empathy and a Human sideØ  Participation is encouraged (Engage without Fear)
  • 6. What is a Social BusinessØ  Views its entire value chain as a set of collaborative networks called communities and embraces technology that focuses on the relationships, conversations and business activities that occur in these networks.Ø  View communities as a strategic common space for colleagues, customers and partners to communicate, innovate ideas, ask questions, share knowledge, search and filters on hashtags.Ø  Rethink the way information is published, consumed and shared throughout your ecosystem and embrace the activity stream as your primary collaboration dashboard.Ø  Think in terms of communities and embrace technology that provides an integrated collaboration experience, simplifies the process of sharing and connecting people, accelerates ideation and expertise discovery, streamlines the aggregation and consumption of content, and brings visibility and transparency to the real conversations, issues, opportunities and business activities that are happening across your value chain.
  • 7. 8 Point Framework for Social Business Assess   Monitor   Strategise   Social   Engage   Business   Create   Framework   Share   Protect   Par/cipate  
  • 8. Assess  Ø  Brand – company or organisation, products & servicesØ  CompetitorsØ  PartnersØ  Customers Brand   Customer  Ø  Keywords (You)  Ø  PresenceØ  Social Architecture Partner   Compe/tor  Ø  Engagement
  • 9. Strategise  Ø  Link Social strategy to business drivers throughØ  Clear Goals and ObjectivesØ  Prioritised into: •  Discrete programs •  Containing Initiatives •  Assigned Resources •  And BudgetsØ  …Addressing the Assessment findings
  • 10. Create  Ø  Compelling PresenceØ  On the networks and platforms where your customers areØ  Valuable content through Owned MediaØ  Amplification through Earned Media – user generated content and engagementØ  Amplification through Shared Media – Communities where customers, partners and employee’s co create and collaborateØ  Amplification through Paid and Promoted MediaØ  Interesting storiesØ  Calls to Action
  • 11. Protect  Ø  Social Media Guidelines are in placeØ  Crisis Management Plan developed and integratedØ  Social Media Policy in place and consistentØ  Regulatory Compliance consideredØ  Data collection, retention and archiving determinedØ  Employee protections are in placeØ  Company protections are in placeØ  Periodic risk assessment is conducted
  • 12. Par/cipate  Ø  Know Your F’s (fans, friends, followers)Ø  InfluencersØ  CustomersØ  JournalistsØ  BlogsØ  ForumsØ  CommunitiesØ  Charity
  • 13. Share  Ø  Promote ContentØ  Use Video if it makes senseØ  Recognition and RewardØ  CurateØ  AggregateØ  GamificationØ  MobileØ  SEO / SEM
  • 14. Engage  Ø  ResponsiveØ  TransparentØ  AuthenticØ  HumanØ  Polls and ContestsØ  Promote othersØ  BenefitsØ  Recommendations
  • 15. Monitor  Ø  Monitoring Tools and Services decidedØ  Keyword & Location searchesØ  Competitor trackingØ  Brand trackingØ  Key measures agreedØ  Integration in placeØ  Workflow and escalation processes definedØ  Mobile considered
  • 16. What  You  Need  to  Know  Ø  No one wants a social relationship with your brandØ  The basic tools may be free but becoming a social business requires investmentØ  Becoming a social business is not a marketing campaign but a cross functional business initiativeØ  Advocacy is the number ONE objectiveØ  Creating a better customer experience is at the heart of becoming a social business.Ø  You need to ‘shift gears’ in product management, HR, Sales, Marketing, Support
  • 17. Where  do  You  Start?  Ø  Depends on your social ‘maturity’Ø  Starting Out – Assess!Ø  Foundation in place – Protect!Ø  Some programs running – Strategise!Ø  Active – Monitoring!
  • 18. Next  Steps  
  • 19. Thank YouØ  www.iGo2group.comØ  www.facebook/igo2Ø  www.twitter/igo2Ø  team@igo2group.comØ  www.slideshare.net/iGo2Group