Becoming a Social Business

Becoming a Social Business Presented By: Kristie WellsCo-Founder, Social Media Club @kristiewells

2005: Social Media Was Born Well, sort of. Term ‘social media’ was coinedby @cshipley as "anything that uses the internet to facilitate conversations."

2009 Term ‘social business’ coined by @dachisgroup to “create andcapture value from emerging trends in technology, society and the workplace” http://dachisgroup.com

A Social Business is a company that embraces networks of people to create business value. via @IBM

Who Is Your Market? http://www.ﬂickr.com/photos/23502379@N06/2252997820/

NetworksOnline Ofﬂine ExternalInternal Ofﬂine O

Networks Can Help YouImprove business operationsProvide access to expertise andinformationImprove productsIncrease sales

Internal Network = most powerfultool an organization has.

Why is it that I know more aboutwhat my high school girlfriend hadfor dinner than what is going on in my organization? Tony Zingale, CEO Jive Jive Social Business Index Study, May 2011 http://bit.ly/nO5947

What can your business do toempower your employees toshare, contribute, help effect positive change within your organization?

IBM is a Social Business 25k employees on Twitter 17k blogs (internal and external) 238k wiki pages, 1m+ views on internal wikis a day 12m+ instant messages sent daily 15k public, 16k private communities 1.1m social bookmarks Largest referenced employer on LinkedIn via @katmandelstein, IBMhttp://www.slideshare.net/katmandelstein/social-media-masters-2011-nyc-kat-mandelstein-ibms-journey-to-becoming-a-social-business (page 16)

Rome was not built inone day.

If someone like IBM can become a social business, anyone can.

Who in your organization:Has a personal blog?Tweets?Shoots video?Takes photos?

Every employee is an ambassador,whether you want them to be ... or not.

Steve Yegge’s Google Rant https://plus.google.com/112678702228711889851/posts/eVeouesvaVX

Strategic Planning, Including Consuming too much, too soon.Crisis Communications http://www.ﬂickr.com/photos/lazydoll/2630758208/ http://www.ﬂickr.com/photos/comedynose/4014541800/

Social Media PolicyWho. What. When. How. Why. http://www.ﬂickr.com/photos/imagelink/4006753760/

Social Media PolicyWho - Person (and department) responsible forresponding. Escalation policy in place?What - Approved responses. Consistency ofcorporate tone, messages, and more.When - How fast do you need to react?How - What channels? Publicly? Privately?Why - You don’t need to respond to everything.

Defend Your BrandIdentify Potential RisksEducate Employees,Provide Training andGuidelinesShare KnowledgeDevelop Ambassadors http://www.fas.org/irp/doddir/army/fm3-24fd.pdf

“Its the CMOs job to build brands.It is all of our jobs to protectbrands.”via @jcopulsky

#NOCincyBananaSplit

#bananasforCLT

“Becoming a social business requiresmore than listening. Its also howyou respond, adapt, what you dowith data”via @chrisheuer

Beware of consumingtoo much, too soon. http://www.ﬂickr.com/photos/lazydoll/2630758208/

Dell Monitoring Room

Gatorade Monitoring Room

Insights/Data Escalation Needed? Policy Changes? Pricing Change? Pat on the back?Who needs to be informed?

Be Helpful.via @kr8tr

Create More Value Than You Take. Like, 3x more.The technical term for this is:‘Common Sense Marketing”

Consuming too much, too soon.Measure. http://www.ﬂickr.com/photos/lazydoll/2630758208/

What Metrics Are Important? # of Blog Comments? # of New Fans/Followers? Website Hits? Downloads? Sales?

Sharing DataWhat departments should receivethese insights? Engineering? Sales? Marketing? Customer Service? Human Resources?

6 things you control that willstrengthen your organization, and hopefully, if my logic works...will build trust in the market, and brand loyalty.

1. Company CultureWhat is your employee retention like? http://www.ﬂickr.com/photos/seeks2follow/2499439418

Deliver Happiness.Tony Hsieh, @zappos www.deliveringhappiness.com

Cube Farm or Imagination Zone? http://www.ﬂickr.com/photos/toprankblog/3023802216/

Making Happy Employees http://www.ﬂickr.com/photos/diatherman/155475826/

How Do You Show Appreciation? http://www.ﬂickr.com/photos/metrolibraryarchive/4112873723/sizes/z/in/photostream/

Shared Causes http://www.ﬂickr.com/photos/jcolman/3570829887/sizes/z/in/photostream/

2. Digital IdentityOwn Your Domain.Secure Username. Everywhere.Even if you don’t use platform (now), lock it in.Build Out Proﬁles On All Platforms.Photo, Logo, About Info, Links To Other SocNetsAvoid ‘Ghostland’ Effect

3. Design For CollaborationChat Clients (Yammer, Gmail Chat)Wikis (SocialText, Mediawiki)Blogs (Wordpress, Blogger)Video Conferencing (Skype/GoogleHangout)

4. Open Lines of CommunicationInvolve employees, customers,partners, investors (yournetworks) in decisions.Give them a voice.

Knowledge Flows“More smart people outside anyone organization than inside, gainingaccess to the most useful knowledgeﬂows requires reaching beyond thefour walls of any enterprise.”via @jhagel http://edgeperspectives.typepad.com/edge_perspectives/2009/08/deﬁning-the-big-shift.html

5. Educate EmployeesEmpower employees througheducation.Encourage life-long learning(always be a student).

Be there to guide. Offer assistance. Communicate. Empower.

6. Consistent MessagingTone. Postings. Response.Website, SocNets, Press

Be Open. Be Honest.Be Human. Be Aware. Be Respectful.

Apologize when mistakes happen. Quickly.

7. BonusBe willing to experiment.

What step can you take, now?

Additional CreditsHome page:http://www.flickr.com/photos/intersectionconsulting/4223175009/Page 4:http://free-extras.com/images/the_matrix-11341.htm, http://www.flickr.com/photos/chrisheuer/4475345303/in/set-72157623733307840http://www.flickr.com/photos/infusionsoft/4645855109/http://www.flickr.com/photos/ross/15834052/sizes/z/in/photostream/

@KristieWells 001.415.577.9022 kristie@socialmediaclub.org http://socialmediaclub.org/

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Becoming a Social Business

by Kristie Wells on Oct 19, 2011

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Becoming a Social Business — Presentation Transcript