The Social Façade   Integrating Social Media into Internal Processes and Culture               Richard Hughes     Director...
Is your social media strategy disguising thetype of organization you       really are?
Happy on the outside…
…crying on the inside
Stuck with the same oldanti-social working practices
What is Social CRM?                        “Social CRM is a philosophy and a                        business strategy, sup...
“Its one thing to read about your             company, but when a customer can             associate it with an actual per...
Poll         Are the social business projects in                 your organisation                               Separate ...
Three main types of social network            Public social network               Social extranet           (customer comm...
Three main types of social network                     Public social network• Great place for  making contact        Socia...
Three main types of social network            Public social network               Social extranet                         ...
Three main types of social network                   Public social network• Connects  employees to  each other          So...
Channel mismatch
Integrated social business strategy            Public social network               Social extranet               Social in...
Engage in the right place            Public social network
Engage in the right place              Social extranet
Product support community
Peer-to-peer support
Issue resolution
CRM integration
B2B post-sale account management
Engage in the right place               Social intranet
Knowledge sharing
Project Collaboration
Social media integration
Customer service
Customer service escalations
Issue resolution
CRM integration
Platform of engagement A social backbone for your organization, connecting users          to each other and the systems of...
Enterprise Social Networking Benefits    Employees                Customers                 Partners • Increase speed     ...
“Too often, companies implement socialsoftware without clear business objectives  or a strategy for making an impact on   ...
When ESNs are first deployed, they are usually greeted with a strong level of interest. But the lack of commonality and co...
“Reality Of Everyday Work”
Where Real Work Gets Done
5 tips for successful implementation     Choose specific business processes to implement        Gain senior management app...
Integrated social business strategy             Public social network            Connect with customers             Resolv...
Questions?
The Social Facade - Integrating Social Media into Internal Processes and Culture - Richard Hughes Broadvision
The Social Facade - Integrating Social Media into Internal Processes and Culture - Richard Hughes Broadvision
The Social Facade - Integrating Social Media into Internal Processes and Culture - Richard Hughes Broadvision
The Social Facade - Integrating Social Media into Internal Processes and Culture - Richard Hughes Broadvision
The Social Facade - Integrating Social Media into Internal Processes and Culture - Richard Hughes Broadvision
The Social Facade - Integrating Social Media into Internal Processes and Culture - Richard Hughes Broadvision
The Social Facade - Integrating Social Media into Internal Processes and Culture - Richard Hughes Broadvision
The Social Facade - Integrating Social Media into Internal Processes and Culture - Richard Hughes Broadvision
The Social Facade - Integrating Social Media into Internal Processes and Culture - Richard Hughes Broadvision
The Social Facade - Integrating Social Media into Internal Processes and Culture - Richard Hughes Broadvision
The Social Facade - Integrating Social Media into Internal Processes and Culture - Richard Hughes Broadvision
The Social Facade - Integrating Social Media into Internal Processes and Culture - Richard Hughes Broadvision
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The Social Facade - Integrating Social Media into Internal Processes and Culture - Richard Hughes Broadvision

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The Social Facade - Integrating Social Media into Internal Processes and Culture - Richard Hughes Broadvision

  1. 1. The Social Façade Integrating Social Media into Internal Processes and Culture Richard Hughes Director of Social Strategy rhughes@broadvision.com @_richardhughes www.broadvision.com enterprisinglysocial.com
  2. 2. Is your social media strategy disguising thetype of organization you really are?
  3. 3. Happy on the outside…
  4. 4. …crying on the inside
  5. 5. Stuck with the same oldanti-social working practices
  6. 6. What is Social CRM? “Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, processes and social characteristics, designed to engage the customer in a collaborative conversation Paul Greenberg in order to provide mutually beneficial value in a trusted and transparent business environment.” It is the companys programmatic response to the customers control of the conversation.”
  7. 7. “Its one thing to read about your company, but when a customer can associate it with an actual person, it creates a deeper, more meaningful connection to the brand”Tony Hsieh
  8. 8. Poll Are the social business projects in your organisation Separate Integrated External- Internal- external external facing facing and and internal internal
  9. 9. Three main types of social network Public social network Social extranet (customer community) Social intranet
  10. 10. Three main types of social network Public social network• Great place for making contact Social extranet• Not so great for productive conversations Social intranet
  11. 11. Three main types of social network Public social network Social extranet • A better place for deeper engagement with customers • Easier for customers Social intranet to help each other
  12. 12. Three main types of social network Public social network• Connects employees to each other Social extranet• Enables better knowledge sharing throughout the organisation Social intranet
  13. 13. Channel mismatch
  14. 14. Integrated social business strategy Public social network Social extranet Social intranet
  15. 15. Engage in the right place Public social network
  16. 16. Engage in the right place Social extranet
  17. 17. Product support community
  18. 18. Peer-to-peer support
  19. 19. Issue resolution
  20. 20. CRM integration
  21. 21. B2B post-sale account management
  22. 22. Engage in the right place Social intranet
  23. 23. Knowledge sharing
  24. 24. Project Collaboration
  25. 25. Social media integration
  26. 26. Customer service
  27. 27. Customer service escalations
  28. 28. Issue resolution
  29. 29. CRM integration
  30. 30. Platform of engagement A social backbone for your organization, connecting users to each other and the systems of record CRM Finance HR etc
  31. 31. Enterprise Social Networking Benefits Employees Customers Partners • Increase speed • Increase • Increase speed of access to effectiveness of of access to knowledge marketing knowledge • Reduce • Increase • Reduce communication customer communications costs satisfaction costs • Decrease travel • Reduce • Increase partner costs marketing costs satisfaction • Increase • Reduce time to • Reduce supply employee market chain costs satisfaction Source: McKinsey surveys, 2010-2011
  32. 32. “Too often, companies implement socialsoftware without clear business objectives or a strategy for making an impact on organizational performance. These efforts typically fail.” Deloitte Center for the Edge, March 2011
  33. 33. When ESNs are first deployed, they are usually greeted with a strong level of interest. But the lack of commonality and connections betweenfar-flung participants sometimes resulted in less and less participation.We also found that the reality of everyday work pushed ESN use to the side, causing people to pull away from their ESN activities and return back to their original work and communication patterns. Charlene Li Making the Business Case for Enterprise Social Networking, Feb 2012
  34. 34. “Reality Of Everyday Work”
  35. 35. Where Real Work Gets Done
  36. 36. 5 tips for successful implementation Choose specific business processes to implement Gain senior management approval Align with external-facing social strategy Measure success throughout the project Recognise that cultural change will be the biggest challenge
  37. 37. Integrated social business strategy Public social network Connect with customers Resolve simple issues Social extranet Deeper, more focused engagement Social intranet Share knowledge Respond better
  38. 38. Questions?

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