Business of Being Social

The Business of Being SocialGavin Heaton // ServantofChaos.com // TheSocialWay.net

Please switch your phones ON Tweet it out ... #SocialWay

Is this like yourexperience of social media in the enterprise?

There’s always moregoing on than you can imagine

Altimeter Group suggests an average of 178 social media accounts per business are challenging the consistency of experience across channelshttp://www.slideshare.net/jeremiah_owyang/smms-report-010412finaldraft

Outlook for Australian Social Business After six years of social media experimentation, engagement and continuous practice, 2011 seemed to mark a turning point. No longer did it take time to explain Twitter, blogging or social networks to colleagues, friends and family. They seemed to understand. To “get it”.http://bit.ly/2012socway

Outlook for Australian Social Business When IBM’s Center for Business Value released it’s report into social media in 2011, it revealed a “Perception Gap” between the customer’s expectations of a business and the company’s understanding of what the customer expects. The survey sought to understand whether this was also happening here.http://bit.ly/2012socway

Do you know your Social Customer? A significant majority of respondents were of the view that they knew their Do you feel that you “social customers” know your "social customers" well? This is fascinating given some of the responses to the later survey questions, revealing the scale of the perception gap Yes Nohttp://bit.ly/2012socway

Conversing with Customers One of the hallmarks of social media is that it provides a direct channel for Have you asked your conversation. So it was interesting to customers how theyd understand how many organisations like to engage with you have asked their customers about the via social media? use of social media. While there were a large group who had had this conversation with their customers, a similar number had not. Social media is often viewed as a Yes ready-made, large scale focus group. No The data would suggest there are great opportunities here. No answerhttp://bit.ly/2012socway

What Do Your Customers Expect? Purchase appeared way down the list of reported expectations as did deals Which of the following do and promotions. your customers expect from your business via social High on the list of priorities were new product information, customer service media? and branded communities Other I did receive responses asking for Be part of a branded community more corporate collaborative response Participate in product… topics in the next survey – including Reward schemes areas such as co-innovation, joint- Help them make purchase… ventures etc Ability to purchase from you Access to exclusive content Deals or promotions New product information Customer Service 0% 10% 20% 30% 40% 50% 60%http://bit.ly/2012socway

Integrating Social An overwhelming majority of respondents indicated that social Do you agree -> By the media will be integrated within the end of 2012 social marketing group during 2012 media will be an Clearly those organisations identifying integrated part of your a “perception gap” will have to marketing? undertake significant business, process and technology enablement programs in the coming months to prepare the way for this style of integration Yes Nohttp://bit.ly/2012socway

So what can and do we do?

“Fail Fast”

“Fail fast doesn’t really work in the corporate world”

Social Business Maturity Model Ad hoc Repeatable Defined Managed Optimizing KPIs matched to regional Cross-matching and KPIs matched to BU Goals No KPIs KPIs for individuals performance or organizational reporting on KPIs across performance industry sector Participation or Community of practice Governance models Individuals use SM in an Guidelines and standard leadership in cross-Commitment ad hoc manner begins to form from training established established with clear sector industry practice ground up accountability body Hub and spoke model Centre of Excellence to Cross-functional teams Steering committee incorporating CoE and Personal SM practices advise and evangelise Ability applied to business relying on personal connections established with cross LoB representation internal and external distributed centres of expertise (incl beyond programs the firewall) Baseline data aligned Project based Standardised public data used for goal setting. Organisation specific SM and performanceMeasurement measurement based on used to measure Preliminary use of metrics developed and metrics incorporated into publicly available data programs organisational data tracked by CoE P+L points Loosely aligned groups “Social media” Standard training Reliance on one-on-one Development and begin to form around incorporated into a wide curriculum made idea and practice sharing sharing of guidelines community of practice variety of job Scalability covering methodology and best practices. Tools supported by available to all teams. descriptions. Business wide systems and tools and technologies shared collaboration Technologies span support performance technologies business ecosystem

Social media is not just about sales ormarketing (pick a place to start) Every organizational unit is being impacted by social Sales or marketing is an obvious first step for most SALES enterprises. Aberdeen Group recently reported Social Selling (June 2011) that 53% of retailers are pressured by increased consumer use of social media. COMMS HR Social Public Social But it’s not just about “listening” or monitoring, it’s Recruiting Relations about shadowing the constant shifts in customer affinity. Your Business  Gain customer intelligence COO CHANNEL  Identify new sales targets Social Social Customer Ecosystem  Develop closer relationships Service MARKETING  Shorten buying cycles Social Marketing  Grow your prospect base

Wouldn’t It Be Great If We Could ... Get up-to-the-minute information about changes to our customers’ business Connect with and influence customers beyond a single line of business Monitor the interests and issues faced by these customers Proactively set and lead the customer technology agenda Rapidly respond to changes in customer’s competitive landscape

Why Think About “Social Selling”? Buyers are less reliant on brands, vendors and analysts They are researching solutions and 70% are making decisions before they enter the sales cycle Decision makers are turning to their trusted networks for advice at all phases of the sales cycle

The “4 BEs” Be Found Be Known Be Be Trusted Successful How do we ensure that our best sales leaders can Be Found, Be Known, Be Trusted and Be Successful?

Traditional Social Awareness Search / Buzz / Blogs / Social TV Research / Reviews / Consideration SocNets / YouTube etc Group buy / online / Conversion mobile Loyalty The new Likes / Fans marketing funnel Personal Advocacy brand alignment

And mappingthe sites and interactions against thebehaviours ofthe audience

Core for us is “PCN Connect”

Dig Your Well Before You Need Water Map audience Cultivate Harvest for Seed presence conversations impact Who Footprint Host Sourcing leads Where Content Engage Access to stakeholders What Value Ecosystem Influence Insight Feedback

Our customers dont care about our digital, social or mobile strategy. They just want a seamless experience. They want their experience of your brand to be consistent across devices (iPad, phone, TV, in store etc) regardless of where they are and what time they are engaging.http://darmano.typepad.com

We are dealing with distributed communities, not defined IRL audiences. To be successful we have to take the in-real-life aspect into account. Think: • Rules of engagement • Swarms and tribes • Rituals and culture • Leader, influencers and purposehttp://darmano.typepad.com

What we aretalking about is a layered experience.

Our customers dont care about our digital, social or mobile strategy. They just want a seamless experience. They want their experience of your brand to be consistent across devices (iPad, phone, TV, in store etc) regardless of where they are and what time they are engaging.http://darmano.typepad.com

With all this online activity taking place, what we want is offline proof. We don’t want just online recognition, we also want offline validation of our online• FourSquare does this well presence.• Instagram books• Traditional media cross-overs

38,000 applicationshttp://www.brainiacsfrommars.com/paintmyhouse.html

We are dealing with distributed communities, not defined IRL audiences. To be successful we have to take the in-real-life aspect into account. Think: • Rules of engagement • Swarms and tribes • Rituals and culture • Leader, influencers and purposehttp://darmano.typepad.com

It’s not one-to- many, it’s one-for- many.http://www.digitaltrends.com/social-media/flow-chart-how-news-of-osama-bin-ladens-death-spread-on-twitter/

Bridging the Gaps Social business is about bridging SALES the gaps between us and: Social Selling •Our objectives COMMS HR Social Social •Our customers Public Recruiting Relations •Our employees Your Business •Our stakeholders CHANNEL COO •Everything else Social Social Customer Ecosystem Service MARKETING It’s the “social way”. Social Marketing

The Business of Being SocialGavin Heaton // ServantofChaos.com // TheSocialWay.net

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Business of Being Social

by Gavin Heaton

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