Becoming a Social Business                    Presented By:                 Kristie WellsCo-Founder, Social Media Club    ...
2005: Social Media Was Born             Well, sort of.  Term ‘social media’ was coinedby @cshipley as "anything that uses ...
2009    Term ‘social business’ coined  by @dachisgroup to “create andcapture value from emerging trends   in technology, s...
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 organizat...
What can your business do toempower your employees toshare, contribute, help effect positive change within your         or...
IBM is a Social Business      25k employees on Twitter      17k blogs (internal and external)      238k wiki pages, 1m+ vi...
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                                          ...
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 res...
Defend Your BrandIdentify Potential RisksEducate Employees,Provide Training andGuidelinesShare KnowledgeDevelop Ambassador...
“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 @chrishe...
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?      ...
Sharing DataWhat departments should receivethese insights?          Engineering?             Sales?           Marketing?  ...
6 things you control that willstrengthen your organization,        and hopefully,     if my logic works...will build trust...
1. Company CultureWhat is your employee retention like?                      http://www.flickr.com/photos/seeks2follow/2499...
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 ...
3. Design For CollaborationChat Clients (Yammer, Gmail Chat)Wikis (SocialText, Mediawiki)Blogs (Wordpress, Blogger)Video C...
4. Open Lines of CommunicationInvolve employees, customers,partners, investors (yournetworks) in decisions.Give them a voi...
Knowledge Flows“More smart people outside anyone organization than inside, gainingaccess to the most useful knowledgeflows ...
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/im...
@KristieWells       001.415.577.9022 kristie@socialmediaclub.org http://socialmediaclub.org/
Becoming a Social Business
Becoming a Social Business
Becoming a Social Business
Becoming a Social Business
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Becoming a Social Business

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Businesses must engage their employees and their customers to build loyalty, deepen relationships and gain access to insights that inspire future actions and drive profits, but how? How do you rise above the noise to deliver a compelling and differentiated customer experience that will help you not only survive, but thrive. This is not just about building great products or providing great customer support, but how to transform your business to earn the trust needed to fully serve your market - internally and externally

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Becoming a Social Business

  1. 1. Becoming a Social Business Presented By: Kristie WellsCo-Founder, Social Media Club @kristiewells
  2. 2. 2005: Social Media Was Born Well, sort of. Term ‘social media’ was coinedby @cshipley as "anything that uses the internet to facilitate conversations."
  3. 3. 2009 Term ‘social business’ coined by @dachisgroup to “create andcapture value from emerging trends in technology, society and the workplace” http://dachisgroup.com
  4. 4. A Social Business is a company that embraces networks of people to create business value. via @IBM
  5. 5. Who Is Your Market? http://www.flickr.com/photos/23502379@N06/2252997820/
  6. 6. NetworksOnline Offline ExternalInternal Offline O
  7. 7. Networks Can Help YouImprove business operationsProvide access to expertise andinformationImprove productsIncrease sales
  8. 8. Internal Network = most powerfultool an organization has.
  9. 9. 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
  10. 10. What can your business do toempower your employees toshare, contribute, help effect positive change within your organization?
  11. 11. 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)
  12. 12. Rome was not built inone day.
  13. 13. If someone like IBM can become a social business, anyone can.
  14. 14. Who in your organization:Has a personal blog?Tweets?Shoots video?Takes photos?
  15. 15. Every employee is an ambassador,whether you want them to be ... or not.
  16. 16. Steve Yegge’s Google Rant https://plus.google.com/112678702228711889851/posts/eVeouesvaVX
  17. 17. Strategic Planning, Including Consuming too much, too soon.Crisis Communications http://www.flickr.com/photos/lazydoll/2630758208/ http://www.flickr.com/photos/comedynose/4014541800/
  18. 18. Social Media PolicyWho. What. When. How. Why. http://www.flickr.com/photos/imagelink/4006753760/
  19. 19. 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.
  20. 20. Defend Your BrandIdentify Potential RisksEducate Employees,Provide Training andGuidelinesShare KnowledgeDevelop Ambassadors http://www.fas.org/irp/doddir/army/fm3-24fd.pdf
  21. 21. “Its the CMOs job to build brands.It is all of our jobs to protectbrands.”via @jcopulsky
  22. 22. #NOCincyBananaSplit
  23. 23. #bananasforCLT
  24. 24. “Becoming a social business requiresmore than listening. Its also howyou respond, adapt, what you dowith data”via @chrisheuer
  25. 25. Beware of consumingtoo much, too soon. http://www.flickr.com/photos/lazydoll/2630758208/
  26. 26. Dell Monitoring Room
  27. 27. Gatorade Monitoring Room
  28. 28. Insights/Data Escalation Needed? Policy Changes? Pricing Change? Pat on the back?Who needs to be informed?
  29. 29. Be Helpful.via @kr8tr
  30. 30. Create More Value Than You Take. Like, 3x more.The technical term for this is:‘Common Sense Marketing”
  31. 31. Consuming too much, too soon.Measure. http://www.flickr.com/photos/lazydoll/2630758208/
  32. 32. What Metrics Are Important? # of Blog Comments? # of New Fans/Followers? Website Hits? Downloads? Sales?
  33. 33. Sharing DataWhat departments should receivethese insights? Engineering? Sales? Marketing? Customer Service? Human Resources?
  34. 34. 6 things you control that willstrengthen your organization, and hopefully, if my logic works...will build trust in the market, and brand loyalty.
  35. 35. 1. Company CultureWhat is your employee retention like? http://www.flickr.com/photos/seeks2follow/2499439418
  36. 36. Deliver Happiness.Tony Hsieh, @zappos www.deliveringhappiness.com
  37. 37. Cube Farm or Imagination Zone? http://www.flickr.com/photos/toprankblog/3023802216/
  38. 38. Making Happy Employees http://www.flickr.com/photos/diatherman/155475826/
  39. 39. How Do You Show Appreciation? http://www.flickr.com/photos/metrolibraryarchive/4112873723/sizes/z/in/photostream/
  40. 40. Shared Causes http://www.flickr.com/photos/jcolman/3570829887/sizes/z/in/photostream/
  41. 41. 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
  42. 42. 3. Design For CollaborationChat Clients (Yammer, Gmail Chat)Wikis (SocialText, Mediawiki)Blogs (Wordpress, Blogger)Video Conferencing (Skype/GoogleHangout)
  43. 43. 4. Open Lines of CommunicationInvolve employees, customers,partners, investors (yournetworks) in decisions.Give them a voice.
  44. 44. 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
  45. 45. 5. Educate EmployeesEmpower employees througheducation.Encourage life-long learning(always be a student).
  46. 46. Be there to guide. Offer assistance. Communicate. Empower.
  47. 47. 6. Consistent MessagingTone. Postings. Response.Website, SocNets, Press
  48. 48. Be Open. Be Honest.Be Human. Be Aware. Be Respectful.
  49. 49. Apologize when mistakes happen. Quickly.
  50. 50. 7. BonusBe willing to experiment.
  51. 51. What step can you take, now?
  52. 52. 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/
  53. 53. @KristieWells 001.415.577.9022 kristie@socialmediaclub.org http://socialmediaclub.org/

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