Social Business

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Social Business - Presentation done to some of my client teams helping them to understand the social impact and getting their business prepared for the journey.

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Social Business

  1. 1. Kapil Bhatia Kapilb@ SOCIAL BUSINESS
  2. 2. This is not just another session. It’s an invitation to change. STOP
  3. 3. THE WORLD HAS CHANGED THE NEW CONSUMER ERA THE NEW MEDIA ERA THE NEW ERA OF TECHNOLOGY CONNECTED NETWORKED EMPOWERED
  4. 4. MARKETING IS CHANGING FROM BROADCAST SCHEDULED MANAGEABLE PACE STRUCTURED ONE TO MANY ONE VOICE CONVERSATIONS ALWAYS-ON HYPER SPEED OPEN MANY TO MANY MULITPLE VOICES TO
  5. 5. FROM USP TO USC STORYABILITY CO-CREATION SOCIAL CURRENCY CONVERSATION
  6. 6. BUT YOUR BUSINESS HASN’T MARKETING PUBLIc relations SALES CUSTOMER SERVICE PRODUCT DEVELOPMENT “To stand out in a commoditized market, companies must understand what customers truly value. The only way to do that is to break down the traditional, often entrenched, silos and unite resourses to focus directly on customer needs.” ~ Ranjay Gulat, Havard Business Review
  7. 7. BRANDS MUST BECOME SOCIAL, CONNECTED & AGILE
  8. 8. Marketing department has set up a Facebook page. Human resources department is thinking about using social media as a recruiting tool. Sales department isn’t quite sure how social media can deliver qualified sales leads. Employees are tweeting away about what they’re doing all day at work. IT department is worried about the threat of viruses and mal- ware. Customer Service department is overwhelmed by the amount of content out there that needs monitoring.
  9. 9. Challenge: Closed Business Culture closed Collaborative connected Silos, rigidity & information hoarding vs collaboration Freely sharing information and knowledge internally while acting more social externally Connecting internal and external ecosystems / communities for mutual gain “A new organizational structure is required to accommodate and benefit from the cul- ture of sharing that social media has fueled over the last four years. The information flow we all experience daily can no longer be organized into neat org-chart silos.” ~ Charlene Li, Author of Open Leadership
  10. 10. Lack of coordination & integration = CHAOS “To suceed with empowered customers, you must empower your employees to solve customer problems” ~ Josh Bernoff, Forrester Analyst & Author of Empowered
  11. 11. SOCIAL BUSINESS is the transformation of an organization bridging the external with the internal, resulting in a more connected way of doing business which creates shared value for all stakeholders.
  12. 12. Extend social media beyond marketing social media USE DEPARTMENT Advertising / Promotions Public Relations Customer Service Market Research Sales / Commerce Product Development Internal Communications Recruiting Marketing Sales Finance Communications Human Resources Information Technology Operations Product Development NOT JUST A MARKETING FUNCTION. Social media impacts the entire organization. Embrace social media internally and externally and watch your organization grow from the inside out and outside in.
  13. 13. Social Business is the Connector SOCIAL BUSINESS SALES CUSTOMER SERVICE Public relations marketing Supply chain human resource product development beyond business silos Social Business Planning looks at multiple operations across the organization and identifies opportunities for the integration of doing business in a more social way. A social business is a connected business.
  14. 14. SOCIAL MEDIA IS EVOLVING TO SOCIAL BUSINESS BUILDING BRAND REPUTATION AND VALUE DEMONSTRATING OPENNESS AND RESPONSIVENESS DELIVERING MORE RELEVANT CONTENT DRIVING THIRD-PARTY ADVOCACY CREATING CUSTOMER VALUE INCREASING OPERATING EXCELLENCE STRENGTHENING WORKFORCE AND CULTURE ACTIVATING LOYALISTS IMPROVING MARKETING EFFECTIVENESS GETTING CUSTOMERS TO BUY SHORTENING TIME TO MARKET REDUCING COST IN DEVELOPMENT TESTING IDEAS EARLIER ENABLING EMPLOYEES TO ADVOCATE TRAINING THE WORKFORCE IMPROVING EMPLOYEE PERFOMANCE
  15. 15. CONTINUOUS EVOLUTION assesment Strategy organization engagement evaluation Develop an approach to undertake your social business endeavor. Decide where to start, what the finish line looks like and what the organization is willing to commit to get from point A to point B. Define a social busi- ness strategy that out- lines core objectives, roadmap, measure- ment, process and technology integration. Identify, evaluate and prioritize stakeholder needs and wants into an overall stakeholder engagement plan. Align the organization to fully harness the power of social permeating the internal and external enterprise. Enact the social media strategy and engage each major stakeholder group through social media. Take a continuous “measure and respond” approach around social media investments, optimizing the execution model based on continuous stakeholder feedback. Becoming a social business is NOT A CAMPAIGN; it is a CONTINUOUS EVOLUTION
  16. 16. Why become a social business Clearly Established Vision & Governance Strengthened Brand Reputation Improved Customer Satisfaction More Effective Knowledge Sharing Deeper Employee Loyalty
  17. 17. Kapil.Bhatia@squaddigital.com Kapilb@ .... but I have a question
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