TABLE OF CONTENTS 20 Principles FOR leading CHANGECHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVELay the Know Your Connect and Build Deeper Relation- Listen and LearnGroundwork for Customers Like Collaborate With ships by Engaging From Public SocialSocial Success Never Before Colleagues Instantly Customers in New Ways Networks 1 Define the Vision 5 Make Your Customer King 7 Empower Your Employees 12 Treat Your Prospects 16 Create a Social With Social Tools Like Trusted Partners Listening Center2 Set Clear Social Goals 6 Get One View of Your Customers 8 Tear Down Departmental 13 Create Fans for Life 17 Establish Rules of3 Create Purpose Silos Instantly Engagement 14 Crowd-Source Innovation4 Establish a Social Taskforce 9 Turn Weak Ties Into Strong From Your Community 18 Attract Fans With Connections New Social Experiences 15 Market at the Speed 10 Build a Results-Driven of Social 19 Amplify Your Evangelists Workplace 20 Bring Your Products Into 11 Make Social Part of Every the Conversation Business Process
IntroductionLet’s face it: Part of you—or maybe all of you—wonders how important and lasting this socialphenomenon will ultimately end up being. Is itworth dedicating some of your organization’svaluable time and resources to this?The answer is yes.Now is the time to get serious about social. Thisbook will show you how to get there through aseries of short—but impactful—principles. Read it,start thinking, and then do something social: Shareit with someone in your company who can helpmake it happen.
CHAPTER ONELay the Groundworkfor Social SuccessConvey clear benefits to your business, customers, and employees
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE By now it should be clear that social is not a fad. Every- technologies, trends, and objectives that are thing from how we process and consume information a match for your larger business goals. Only to how we engage with customers, prospects, partners, then will you be ready to operationalize your employees—and everyone—has changed forever. organization for new social opportunities. Today, one in every five minutes online is spent on Facebook, 400 million tweets go out every day, and You- Tube has morphed from a hub for crazy cat and baby videos into a bona fide entertainment destination and the third most-popular website in the world (after Google and Facebook), according to Alexa. Almost overnight, brands have moved from 1-to-1 cus- tomer conversations to 1-to-millions. Your communities have a voice, and thanks to social networks, it’s a louder and more powerful one than any other time in history. “The next generation is These networks are so influential because they’re pow- growing up in a social ered by people and designed for their benefit. People world. Whether you’re like your customers and prospects are at the center of talking to customers or this customer-led revolution —and that’s what makes employees, you have social a game changer for business. to do it on a social plat- No one knows your unique business better than you. form because that’s the That’s why you can’t exactly copy someone else’s social language they speak.” blueprint and apply it to your own company. Your spe- Angela Ahrendts cific social strategy must account for the CEO, Burberry
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE Everything begins with conveying what Expectations of engagement, listening, and social media means to your business, learning are inherent. It’s not just about 1 your customers, and your employees— and how everyone will benefit. getting closer to customers and employ- ees; it’s about empowering them, learning from them, and leading them. Before we take any steps forward, let’s stepDefine back and think about the possibilities. How can social media improve customer and Your vision should inspire your internal audience, certainly. But it should alsothe Vision employee relationships? What do these re- lationships look like over the course of one, be inspirational to people outside your organization. Challenge yourself to write two, or even three years? These types of something that makes your communities forward-thinking questions set the founda- think, “That’s a company I want to do tion for the vision. business with.” In defining your vision, remember that social channels are designed for two-way conversations; they’re not just another marketing channel for broadcasting your message. Either business gets social or it gets left behind 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 (Source: Gartner, Business Gets Social)
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE Once you’ve articulated your vision, it’s At every step, be sure that your mission time to define your mission and give (and your vision) aligns with business 2 more details on how your organization will invest in social technologies, modify priorities and objectives. Set milestones and checkpoints to ensure that your relevant processes as necessary, and em- social transformation is on course. Docu- power champions to lead the social trans- ment expectations and set clear goals thatSet Clear formation at every level. support your overall corporate goals.Social Goals It’s no simple task, of course. The explo- sion of social media sites and technologies means the possibilities are virtually end- less. Consider starting small with a few key social channels, then making modifications and additions as you spread your social 70% of enterprises wings. Don’t lose sight of the fact that tech- achieve business nology is not the end game and social media—in and of itself—is not a strategy. objectives with social media yet only 43% have a formal social roadmap to address their goals 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 (Source: Altimeter Group)
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE Social media is a very personal and emo- You can’t do this alone. Now that you tional landscape. As such, your social have a vision, mission, and purpose 3 strategy requires a purpose to motivate your team and customers to join you in this documented, it’s time to pull together a trusted group of change agents. These important journey. Think about it this way: If stakeholders will each represent key func- your vision is ‘what’ you’re striving for and tions and lines of business to ensure thatCreate your mission is ‘how’ you’re getting there, your purpose is ‘why’ you’re doing it at all. social transformation is thoughtful and op- erationalized. Together, change and mar-Purpose With a clear vision, established goals, and ket leadership is imminent. the best intentions of improving relation- ships and experiences through social media, the next step is to give your col- leagues a reason to believe. Why should they enlist in this mission? Why should they believe in your vision for transformation? And perhaps most importantly, how every- one will win in the process. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE Now it’s time to start pulling together the Think of your taskforce as a centralized people who will make your social trans- resource for defining social media policy 4 formation happen. Your social taskforce should include people from across your and establishing governance, best prac- tices, and policies. Most importantly, they’ll organization that are savvy about social ensure your social media strategy ties back media and knowledgeable about your to key business objectives.Establish business and its goals. It should include stakeholders from all relevant lines of busi-a Social ness and functions, including HR, legal, marketing, sales, and customer service.Taskforce 73% of companies with shared social media team report having clear leadership, compared to 31% of those without 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 (Source: Altimeter Group)
CHAPTER TWOKnow Your CustomersLike Never BeforeGain social insights to understand what really matters
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE If a conversation takes place online and you’re not there to hear it, did it happen? The answer is YES. In a social world, what you don’t know can—and probably will— hurt you. At the same time, knowing what people are saying and how they’re interacting in social networks can really help you. Social media isn’t a nuisance—it’s one of the greatest gifts your business could ask for. The conversations that take place in social networks will give you new- found awareness of what people are saying about your “Creating a social brand and your competitors. Social media makes that profile of our customers powerful “word of mouth” that is so valuable–and yet so is the basis of elusive–not only discoverable but measurable. You can everything. Knowing learn more than ever about your customers based on our customers helps us what they ‘like’ on Facebook, the thoughts they share on offer interesting services Twitter, and who they’re connected to on LinkedIn. These that will benefit them.” insights can be translated into more meaningful conver- Bruno Cercley sations between your customers and employees, more- CEO, Rossignol effective marketing strategies, and ultimately, better products and services.
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE Today’s customer has more power than Several longstanding companies have ever. It’s time to recognize and embrace been brought to their knees due to a single 5 the fact that customers are now in the driv- er’s seat, thanks to social technology. unhappy—and socially influential—cus- tomer. Protect your business by placing your customers at the heart of everything Everyone knows that referrals from friends you do.Your customers will thank you withMake Your are far more valuable than messages from a company. The problem for business was their repeat business and referrals.Customer always that generating referrals was an inexact science. Then along came socialKing media. The viral velocity of social networks have made referrals a way of life for con- sumers—do everything you can to encour- age your customers to vote with their influ- ence. 97% of customers While social media can spread powerful identify as “somewhat endorsements at unprecedented speeds, mistakes can also be broadcast at the influenced” to “very speed of social. Customers now air their influenced” by other complaints to thousands or even millions of people online in an instant; these customers’ comments negative posts last forever and can pop about companies up 24 hours a day, 7 days a week. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 (Source: ClickFox, Social Media: An Emerging Customer Service Channel)
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE You probably already have basic contact You’ll get a complete view into your cus- info for your customers and prospects in a tomers so you can engage with them in 6 database. And many of you actively man- age how these relationships track to the more meaningful ways, correct unforeseen mistakes, enhance their perception of your sales funnel. But yesterday’s sales process- brand, and gather intelligence to improve es fail to take into account the new social your products and services. Get OneMake Your touch points that are so important to build connections with today’s customers.View of YourCustomer To get a socially relevant customer view,CustomerKing you must consolidate, track, and manage social customer data in one place. Con- nect the social Web to your customer data- Percentage of base to establish a holistic profile of your customers. enterprises using social information to support business- critical decisions: Do everything you can to encourage your customers to vote with their influence. 28% in 2010 85% in 2020 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 (Source: IDC, ICT Market Outlook: What’s Next?)
CHAPTER THREEConnect and CollaborateWith Colleagues InstantlyFlatten your organization, uncover expertise, and improve productivity
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE Imagine a work environment where ideas and exper- tise transcend hierarchy and flow across geographies. Where your employees at every level are passionate and engaged and feel like their voices are heard. Where it’s easy for them to get answers, find experts, and share information with each other. With enterprise social networks it’s happening now. These internal networks break down barriers, elevate good ideas, keep processes moving, and help everyone—from sales to service to the back “A connected team office—work more collaboratively and productively. moves faster and thinks Businesses that use social technologies internally bigger.” cultivate a deeper level of employee engagement, Tim O’Shaughnessy distinguish themselves as leaders, and create work CEO, LivingSocial experiences that attract and retain the best talent.
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE Social networks empower the individual Embrace the fact that your employees have like no other technology. On public social aspirations and ambition. They want to be- 7 networks, people are building personal brands and creating massive amounts of lieve in your vision. Help them. Guide them. Empower them. Make social influence. Now the same thing is happen- engagement—internal, external, or ing among employees inside of companies both—a criteria to become a top per-Empower via enterprise social networks. former. When employees engage with influencers and the general communityYour Many companies make engaging custom- ers a top priority, but fail to engage their online, your story and your vision can con- nect people both within and outside theEmployees own employees and turn them into brand representatives. In this social economy, organization.With blocking employees from social networks is doing them—and your customers—aSocial Tools huge disservice. 51% of employees using social soft- ware say they are more productive during the workday 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 (Source: Forrester, The Enterprise 2.0 User Profile 10.31.11)
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE In many organizations, social media oper- product development teams can collabo- ates solely within the silo of the marketing rate in an employee social network and 8 department. But becoming social means breaking down barriers. Customers don’t solve customer issues quickly or identify up-sell opportunities. Or, your marketing care about your departmental silos. They team can use social tools to quickly see a single company, and they expect ev- respond to materials requests from theTear Down ery department to act like they’re connect- ed. It’s critical that you provide routes and sales team.Departmental resolution for all facets of your business.Silos Instantly Everyone in your organization is responsi- ble for collaboration, because true collab- oration requires all employees to share, communicate, and be open. For example, employees in your sales, service, and 66% of employees say social networking increases sharing 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 (Source: Altimeter Group)
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE Because you all work at the same com- Or imagine a salesperson who posts ask- pany, all your employees are tied loosely ing how to pitch a certain product to ad- 9 together by default. But an enterprise social network can make those weak ties be- dress a customer’s business problem. The next thing she knows, her colleagues are come stronger connections where mutual jumping in with advice and ideas, and the interests and context around customer sales rep suddenly gets swept into an op-Turn Weak needs or business problems become im- mediately apparent. portunity to sell multiple new products.Ties Into The power of an enterprise social network These serendipitous moments don’t hap- pen when you’re sitting at your desk orStrong is that an employee looking to get an an- swer from one colleague will often get a sending emails only to certain people you know well. They happen when your em-Connections faster reply from another colleague—who they may not even know—who saw the so- ployees are completely connected and can uncover each other’s expertise and insights cial interaction in passing. A simple ques- in a matter of minutes. Suddenly, the ex- tion about whether someone knows the pertise of your entire company is lined CIO of a company you’re selling to might up to service your customers at a mo- instead lead to the discovery that the com- ment’s notice. pany’s CEO is the brother of an employee. The Web and social technologies enable access to nearly unlimited ideas and practices 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 (Source: Predicts 2011: Executive Focus on Revenue Growth Puts Added Pressure on CIOs)
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE At the heart of every organization is its that includes an ongoing dialogue among culture. Social media can help you foster teams and between coaches and em- 10 an effective, transparent, employee- centric culture. This means working with ployees. This way, your employees always know where they stand and can build their your HR department to ensure every em- work reputation. And the whole organiza- ployee feels that they’re contributing to the tion has a richer body of information that’sBuild a company’s success, and everyone feels like part of something bigger than just collected as things happen—rather than having to rely on memory when reviewResults-Driven their individual role. time comes around.Workplace Motivate and improve employee perfor- mance by establishing social goals, pro- viding continuous feedback, and giving meaningful recognition. Replace traditional performance reviews with an easier, more collaborative, and social review process 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE Hiring one social media expert into your Customer service agents can collaborate marketing organization is not enough for to resolve customer issues faster. HR can 11 social transformation. Social needs to be an integrated strategy for every depart- leverage employees and their respective peer networks to recruit top talent. Product ment and every business process and development can crowd-source new prod- function across your organization. When uct ideas or prioritize innovation currentlyMake Social social becomes part of your corporate DNA, everyone from marketing and HR to in the pipeline. By building social into every business process, you’ll build a more effec-Part of Every finance and customer service will be more effective at communicating, collaborating, tive and productive workforce and create a more relevant business.Business problem solving, and serving customersProcess and stakeholders. Social technologies can help everyone do a better job. Marketers can launch cam- paigns that colleagues from across the 39% of workers company and the globe can help shape. say they use social tools because they solve their business problems 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 (Source: Forrester, The Enterprise 2.0 User Profile 2011 10.31.11)
CHAPTER FOURBuild Deeper Relationships byEngaging Customers in New WaysCollaborate in real time with customers, prospects, and partners
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE Customer expectations have changed. Consumers no longer need to come to you to learn about your products and services. They’re joining conversations online and getting a more unbiased perspective on social channels. They prefer engaging with you alongside their colleagues and other customers like them. This new level of open- ness and transparency has fundamentally changed the conversation between companies and customers. The most successful businesses today are embracing this shift to distinguish themselves as thought leaders “There’s a huge in their industries, earning the trust of their custom- opportunity with social ers ahead of their competition. They’re joining existing platforms to reinvent the communities—or creating their own—where custom- relationships between ers, partners, and even products can all join the same clients and their firms.” conversations and share ideas. These businesses care about the needs of their customers and are responding Brad Peterson CIO, Schwab faster and with more transparency thanks to social tech- nology. Faster responses, deeper engagement and stronger trust: That’s what’s fueling the growth of today’s leading companies. As a leader, you set the charter for the customer experi- ence. You have the ability to build the bridges that con- nect your brand and products to your social customers and deliver remarkable experiences that meet and ex- ceed their expectations.
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE Social collaboration tools inside your com- Companies today can create customer so- pany make it easier for sales reps to close cial networks to collaborate with custom- 12 deals because they’re now connected to everyone and everything they need. The ers and partners throughout the sales cycle. These communities can be created engineer. The new marketing deck. The instantly and act essentially as private deal competitive expert. The latest discount ma- rooms that create a new level of transpar-Treat Your trix. The executive with platinum connec- tions. This level of connectivity is the new ency and trust—where information flows quickly and customers feel like trustedProspects sales reality. partners. It’s all about changing the attitude and getting to “yes” more quickly.Like Trusted But how does this benefit the relationship with the customer or prospect? After all,Partners that’s what selling is all about. 56% of buyers feel connected to brands that engage socially 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 (Source: Cone Inc.)
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE Millions of conversations are happening To win fans in the social era, you’ll need to online right now, among millions of people. make sure your agents are everywhere 13 Some of them are about your company and your products. As the conversations your customers are. When a technical question comes in about a product, make about your brand increase, how do you sure it gets to your product or support scale? Hiring more people to monitor team. Social is built for speed, so if you’reCreate Your Make Twitter is not the answer. You’ll be over- whelmed quickly unless you automate your not bringing the right people into the con- versation quickly, your customers will startFans Customer listening and route the right conversations to the right agents within your organization talking to someone else.for Life King for follow-up. 62% of consumers handle service issues with social media 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 (Source: ClickFox, Social Media: An Emerging Customer Service Channel)
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE Much to the chagrin of PR departments Remember, a community is not just some- everywhere, customers feel free to use thing where people belong; a community is 14 their social voices when they need help, when they have a problem, or when defined by the things that make belonging matter. Develop programs to focus com- they’ve had a negative experience. Why munity activity on collaborative missions to not channel those voices to help your busi- accomplish great things. Working togetherCrowd-Source Make Your ness create better products and services? to do something great is the perfect way to foster affinity and loyalty.Innovation Customer Here’s how to get there: Invest in your communities by turning customers andFrom Your King partners into stakeholders.Community Percentage of enterprises getting new product ideas via social media: 30% in 2010 75% in 2020 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 (Source: IDC, ICT Market Outlook: What’s Next?)
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE In a social world, context and immediacy are prerequisites for the most success- 15 ful types of online customer interactions. Captivating your customer’s attention at the right time and in the right place can trigger the types of interactions and activity thatMarketYour Make at boost your brand and generate sales.the Speed Customer To make it happen, you need to instantly decipher social activity and then presentof Social King contextually relevant Web content that pulls in social data. Your customers are engaging with your company on Twitter and Facebook, and you need to be there too, generating customized Web experi- ences on the fly. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
CHAPTER FIVEListen and Learn FromPublic Social NetworksGet insights to shape unique experiences for your communities
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE A funny thing happened as people started using social networks like Facebook and Twitter. They not only be- came incredibly connected, they also built their own are- nas where they take center stage and their friends and followers fill the seats. Everyone now has a voice. They have a stage and a connected audience to share what they like and also what they don’t like. Remember, people on social net- works are at the center of their own social universe, and they don’t have to connect to your business. Establishing “Being social is not just and losing connections are as easy as a ‘click.’ about winning fans and It’s time to get their attention and earn their support. influencing followers. But you won’t capture their mindshare if you treat social It’s about inspiring media like traditional broadcast channels that only offer customers to engage one-way communication. It all starts by listening to what with us.” people are saying about your brand and understanding John Costello where your customers, partners, competitors, and pros- CMO, Duncan pects are spending their time. Let your desire to put people at the center of your busi- Social networks reach ness be the driving force behind your listening. Stay on top of social conversations to help customers at the point 82% of the online of need, thank advocates, win over detractors, and capi- population worldwide talize on new growth opportunities for your business. (Source: comScore, It’s a Social World)
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE Social media opens windows into the A listening center will help you glean worlds of your customers. Set up a “com- insights into what customers, influenc- 16 mand center” or central area for view- ing, monitoring, and reporting on all your ers, press, and the community are say- ing about your brand. You can also track company’s social mentions in real time what’s being said about your competition. across the social media sites where people Listening is the first step. From there youCreate a are talking about you. This is the central nervous system of the socially connected can learn, adapt, and engage your cus- tomers to effect change.Social enterprise. Picture a room with multiple screens displaying social feeds. StaffersListening are watching, learning, replying, and dis-Center tributing information and questions to the right people throughout your organization. Your monitoring staff knows what’s hap- pening as it happens and brings in other parts of the organization when and where they’re needed. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE Each social network community boasts Follow up is key. Give a little detail about its own unique culture. A “one size fits all” what you’re doing to fix it and when you 17 approach can fall flat or cause an uninten- tional uprising. Front line employees who expect resolution. While only one person may be waiting for your direct reply, thou- engage with customers on social channels sands more could be watching. The trans- need road signs and guardrails to operate. parency and openness of social network-Establish They also need training and direction on how to best represent the brand through ing sites makes doing the right thing more important than ever.Rules of their actions and words in social media. What’s clear is that social customers notEngagement Establishing rules of engagement in a broader social media policy creates conti- only expect and appreciate engagement, but they also feel better as a result. In fact, nuity and consistency in your messaging after having a dialogue with you that the across social channels. Formally training customer feels good about, this same for- your internal staff on those rules ensures merly disgruntled person will return to the fewer social missteps. same channels where they vented frustra- tion to sing your praises. So, don’t delay A few simple guidelines include: thanking in responding to your customers. Let them people who mention your brand, engag- know their voices matter—and that you’re ing quickly, and being honest. Be sure to listening. Now. cover what to do when things are going wrong. When there’s a problem, acknowl- 92% of companies allow edge it quickly. professional use of social media 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 (Source: Altimeter Group, Pivot Study)
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE The social Web is fundamentally changing Imagine delivering tailored products, mo- the interactions between companies and bile apps, and Web experiences to your 18 their communities. One of the biggest op- portunities your business faces today is the customers. They’ll appreciate seeing only relevant information and offers, and you’ll ability to design remarkable experiences experience greater customer satisfaction through the marriage of social apps and and more sales.Attract Fans social data.With New Now you can personalize your story for the people you’re trying to reach, inspired bySocial their behavior in social networks—what they post, what they do, what they “like.”Experiences 53% of active adult social networkers follow a brand 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 (Source: Nielsen)
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE As social customers build their personal networks over time, some of them evolve 19 from just another member of the crowd into a person of influence with a large and attentive audience.Amplify Your Now’s the time to mobilize your influen- tial customers by using listening tools toEvangelists identify champions and measure their social reach. Let them know how impor- tant they are to your business. Find out what about your company and products excites them, and design official advocacy programs that harness their influence and passion. Before you know it, you’ll have an 90% of online army of people who aren’t even on your consumers trust payroll singing your praises, answering known users, questions, guiding purchasing decisions, and defending you against online critics. 70% trust unknown users, 8% trust celebrities (Source: Erik Qualman, Socialnomics) 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
CHAPTER ONE CHAPTER TWO CHAPTER THREE CHAPTER FOUR CHAPTER FIVE Your social community can extend beyond Imagine your car tweeting, “It’s almost time your customers, prospects, and employ- for an oil change.” Imagine next seeing an 20 ees—now your products can be social, too. Truly social businesses are bringing ad on Facebook that your favorite service station has an oil change appointment products into social conversations, allow- open at 10:00 on Saturday morning. ing your customers to not only ‘like’ a prod-Bring Your uct, but to become friends with it.Products Each day hundreds of millions of people use social networks to stay on top of theInto the latest news from families, friends, and businesses. Why shouldn’t your productsConversation share status updates with your custom- ers—just like people do? They can tell your customers when everything’s fine, or tweet when something needs their attention. Intelligent communicating devices on the network will outnumber “traditional" computing devices by almost 2 to 1 (Source: IDC) 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Start Your Social Transformation NowAs a leader in your organization, it’s time to The journey of 1,000 miles begins with astart socializing the idea and assigning people single step. Use this book as your guide toto make it happen. take the first one. Before you know it, your social transformation will begin, and soonOnly you can help chart a course for the future. you’ll be well on the road to deeper relation-Social has created a tremendous opportunity ships with customers and employees—andfor your company to outpace your competition. greater relevance with social and traditionalIf your organization looks to you for direction customers alike.and inspiration, then it’s up to you to lead thecharge in developing a more human, adapt-able, and scalable social business.It doesn’t mean starting over. You don’t needto reinvent the wheel to leverage social tech-nologies. This is a time to evaluate and mod-ernize existing practices and to refocus on theexpectations of your social customers.
www.salesforce.com/solutions Written in collaboration withBrian Solis of the Altimeter Group