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Defining DONE in social business - Texavi presentation

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This presentation walks you through the winning factors in social business. You will learn how businesses can succeed and get it DONE by setting their sights on brand, people, experiences, habits and …

This presentation walks you through the winning factors in social business. You will learn how businesses can succeed and get it DONE by setting their sights on brand, people, experiences, habits and insights.

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  • 1. Defining ‘done’ in social businessWinning Formula & Success Criteria in Social Business
  • 2. Defining ‘done’ in social businessDefining ‘done’ in social businessAgenda• Social Business Maturity Model – An Overview• Winning formula in social business• Focus on the brand• Engage and influence people• Deliver compelling experiences• Turn one time actions into habits• Gain actionable insights• Summary 2
  • 3. Defining ‘done’ in social businessIn this presentation, you will … • Have an overview of social business maturity model • Identify the winning factors that contribute to the success in social business • Learn how focusing on building brand helps you • Understand how to engage and influence people • Learn the importance of delivering experiences • Know how behaviours and habits benefit businesses • Understand the value of analytics and insightswww.texavi.co.uk 3
  • 4. Defining ‘done’ in social businessDefining ‘done’ in social businessAgenda Social Business Maturity Model – An Overview• Winning formula in social business• Focus on the brand• Engage and influence people• Deliver compelling experiences• Turn one time actions into habits• Gain actionable insights• Summary 4
  • 5. Defining ‘done’ in social businessThe Social Business Maturity Model“Building a social business is like a journey. The model supports youthrough-out this journey.” • SBMM provides a guiding framework for businesses from all industries, sizes and natures • Supports businesses in implementing social activities and succeed in their social activities • SBMM comprises five maturity levels and phases, with well defined goals, key focus areas, activities and measures.www.texavi.co.uk 5
  • 6. Defining ‘done’ in social businessThe Social Business Maturity Modelwww.texavi.co.uk 6
  • 7. Defining ‘done’ in social businessComponents of Social Business We will look at this area in Internal & the external Goals presentation and focus areas success criteria Metrics and insights Successful Social Businesswww.texavi.co.uk 7
  • 8. Defining ‘done’ in social businessDefining ‘done’ in social businessAgenda• Social Business Maturity Model – An Overview Winning formula in social business• Focus on the brand• Engage and influence people• Deliver compelling experiences• Turn one time actions into habits• Gain actionable insights• Summary 8
  • 9. Defining ‘done’ in social businessWinning formula in social business Social businesses succeed when their sights are set on: • Brand, not just products and services • People, not just customers and users • Experiences, not just engagement and influence • Habits, not just one time actions • Insights, not just metrics and analyticswww.texavi.co.uk 9
  • 10. Defining ‘done’ in social businessWinning formula in social businesswww.texavi.co.uk 10
  • 11. Defining ‘done’ in social businessSuccess factors in social business • Maturity and response to change are driven by factors that are internal and external to the business • Focus must shift from selling products and services to building a sustainable brand • Success also depends on how well businesses help change the behaviours of their customers and userswww.texavi.co.uk 11
  • 12. Defining ‘done’ in social businessDefining ‘done’ in social businessAgenda• Social Business Maturity Model – An Overview• Winning formula in social business Focus on the brand• Engage and influence people• Deliver compelling experiences• Turn one time actions into habits• Gain actionable insights• Summary 12
  • 13. Defining ‘done’ in social business “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well” – Jeff Bezoswww.texavi.co.uk 13
  • 14. Defining ‘done’ in social businessYes, brand comes first!www.texavi.co.uk 14
  • 15. Defining ‘done’ in social businessMature social businesses focus on brand Impact on Brand Equity High Brand Industry Organisation Business units Products & Low services Informed Initiate Intensify Enabled Optimising Low High Ability to use social media for brand buildingwww.texavi.co.uk 15
  • 16. Defining ‘done’ in social businessMove beyond your products & services • Interests drive people’s interactions and their engagement in conversations on the social networks • Encourage participative and interactive conversations about various topics, not just your products & services • Brand cuts across the boundaries raised by various companies and their products and serviceswww.texavi.co.uk 16
  • 17. Defining ‘done’ in social businessBrand cuts across products and serviceswww.texavi.co.uk 17
  • 18. Defining ‘done’ in social businessIts all about BRAND Equity brand using social media High Total value of Business focus on building the brand! Image What others think Association about you! Associate others With your brand! Awareness How much others know about you! Identity What you Low think you are! Informed Initiate Intensify Enabled Optimising Low High Maturity across the social activitieswww.texavi.co.uk 18
  • 19. Defining ‘done’ in social businessDefining ‘done’ in social businessAgenda• Social Business Maturity Model – An Overview• Winning formula in social business• Focus on the brand Engage and influence people• Deliver compelling experiences• Turn one time actions into habits• Gain actionable insights• Summary 19
  • 20. Defining ‘done’ in social business “The old computing was about what computers could do. The new computing is about what people can do” – Ben Shneidermanwww.texavi.co.uk 20
  • 21. Defining ‘done’ in social businessBring the focus back on ‘People’www.texavi.co.uk 21
  • 22. Defining ‘done’ in social businessSocial business revolves around ‘People’www.texavi.co.uk 22
  • 23. Defining ‘done’ in social businessConnect, interact & engage the right people • Define the profiles of the people who fit your requirements • Create ‘personas’ with demographics and psychographics • Search, browse and look out for the people fitting in the persona • Connect to them and follow their activities on networks • Interact with them by liking or favouriting their content • Engage with the people by sharing their content across networkswww.texavi.co.uk 23
  • 24. Defining ‘done’ in social businessEncourage meaningful & context-rich conversationswww.texavi.co.uk 24
  • 25. Defining ‘done’ in social businessThe Winning factors in social business High Intensity of social activities Low Informed Initiate Intensify Enabled Optimising Low High Engagement and influence on people in networkswww.texavi.co.uk 25
  • 26. Defining ‘done’ in social businessTips for winning with people-focus • Be customer-focused, but think beyond customers • People = {customers, users, stakeholders, followers} • Follow and be followed by the right people • Listen to their ‘heartbeats’, not just voices • Respond and resolve their problemswww.texavi.co.uk 26
  • 27. Defining ‘done’ in social businessRespond & resolve problems on social mediawww.texavi.co.uk 27
  • 28. Defining ‘done’ in social businessDefining ‘done’ in social businessAgenda• Social Business Maturity Model – An Overview• Winning formula in social business• Focus on the brand• Engage and influence people Deliver compelling experiences• Turn one time actions into habits• Gain actionable insights• Summary 28
  • 29. Defining ‘done’ in social business “Experience is not what happens to a man. It is what a man does with what happens to him” – Aldous Huxleywww.texavi.co.uk 29
  • 30. Defining ‘done’ in social businessDeliver unified and consistent experiences • Engagement and influence over the people are necessary, but not sufficient • Focus on delivering experiences to not just customers and users, but followers and fans on social networks • Use social web and social technologies to help deliver better experiences to people • Unified and uniform experiences across multiple platforms, devices and channelswww.texavi.co.uk 30
  • 31. Defining ‘done’ in social businessStrike balance b/w professional & personal liveswww.texavi.co.uk 31
  • 32. Defining ‘done’ in social businessDeliver unified experiences – across all channels Mainstream/Traditional Digital Social Mobile Web/Onlinewww.texavi.co.uk 32
  • 33. Defining ‘done’ in social businessUnified experience through ORM Harder Hard to to Setup & Create & maintain distribute Traditional Digital Channels Channels BRAND/ REPUTATION MANAGEMENT Social Online Channels Channels Connect & Build & integrate Maintain Easier Easy to towww.texavi.co.uk 33
  • 34. Defining ‘done’ in social businessDeliver unified experiences across multiple deviceswww.texavi.co.uk 34
  • 35. Defining ‘done’ in social businessDefining ‘done’ in social businessAgenda• Social Business Maturity Model – An Overview• Winning formula in social business• Focus on the brand• Engage and influence people• Deliver compelling experiences Turn one time actions into habits• Gain actionable insights• Summary 35
  • 36. Defining ‘done’ in social business “We are what we repeatedly do. Excellence, then, is not an act, but a habit.” – Aristotlewww.texavi.co.uk 36
  • 37. Defining ‘done’ in social businessFocus on people’s habits and behaviours “People are creatures of habit!” • Businesses can change the behaviours of people • Knowledge about ‘people’ helps in driving it forward • Use persuasive messaging to effect the desired behaviours • Persuasion must also be used in the design of products and services, to drive behaviour changewww.texavi.co.uk 37
  • 38. Defining ‘done’ in social businessPeople’s habits drive usage…propels your business High Increase New existing Benefit for business and/or individuals behaviours behaviours Decrease Stop existing existing behaviours behaviours Low Low High Effort required for businesseswww.texavi.co.uk 38
  • 39. Defining ‘done’ in social businessUse social media for persuasive messaging Make habits Break habits New behaviours Change/reduce • Do more behaviours • Do new • Do less • Do different • Do differentwww.texavi.co.uk 39
  • 40. Defining ‘done’ in social businessTips on making or breaking habits • Habits can be formed in people through behavior change • People’s behaviors can be changed by motivating them, making it simple and/or inciting them to act • Help people do what they already want to do • Place triggers on the paths of motivated people who are able to do the behaviors • Focus on increasing ability by making tasks easier for users • Help synchronise people’s online and offline behaviourswww.texavi.co.uk 40
  • 41. Defining ‘done’ in social businessTexavi’s Behaviour Modelling Frameworkwww.texavi.co.uk 41
  • 42. Defining ‘done’ in social businessDefining ‘done’ in social businessAgenda• Social Business Maturity Model – An Overview• Winning in social business• Focus on the brand• Engage and influence people• Deliver compelling experiences• Turn one time actions into habits Gain actionable insights• Summary 42
  • 43. Defining ‘done’ in social business “May you have the hindsight to know where you’ve been, the foresight to know where you are going, and the insight to know when you have gone too far.”www.texavi.co.uk 43
  • 44. Defining ‘done’ in social businessMeasures and numbers on social networks • No. of social networks and sites on which you are active • No. of people you are following (friends, fans or followers) • No. of people following you (friends, fans or followers) • No. of times your profile came up in search (by others) • No. of times your content has been liked or favourited • No. of times your content has been mentioned • No. of times your content has been sharedwww.texavi.co.uk 44
  • 45. Defining ‘done’ in social businessBut numbers don’t help much… • Numbers only give the raw data • They are like dots which still need to be connected • Metrics and analytics are one-step ahead • Metrics derived from numbers give more info • Social analytics help you get real time access to results from social activitieswww.texavi.co.uk 45
  • 46. Defining ‘done’ in social businessSocial business metrics… Network reach Value of transactions Engagement from social Score interactions Social Business Analytics Avg. number of Influence leads from Score social activitieswww.texavi.co.uk 46
  • 47. Defining ‘done’ in social businessRely on insights, both quantitative & qualitative • Insights are more actionable and usable • Derive them from the analytics & other sources • Insights help connect the dots and get a fuller picture • Refer to multiple data points and create maps • Identify core entities, establish relationships • Draw insights from peoples’ behaviourswww.texavi.co.uk 47
  • 48. Defining ‘done’ in social businessDraw insights from peoples’ behaviourswww.texavi.co.uk 48
  • 49. Defining ‘done’ in social businessInsights from social analytics & measures Social Social Social Business Analytics Measures Insights No. of followers in network Network reach No.of new followers added per week No. of followers influenced Total value per Influence Score action No. of influencers No.of times content got Engagement shared score No.of Likes, favourites,vot eswww.texavi.co.uk 49
  • 50. Defining ‘done’ in social businessDefining ‘done’ in social businessAgenda• Social Business Maturity Model – An Overview• Winning in social business• Focus on the brand• Engage and influence people• Deliver compelling experiences• Turn one time actions into habits• Gain actionable insights Summary 50
  • 51. Defining ‘done’ in social businessWe looked at… • An overview of social business maturity model • The winning factors that contribute to the success in social business • How focusing on building brand helps you • How to engage and influence people • The importance of delivering experiences • How behaviours and habits benefit businesses • The value of analytics and insights for social businesswww.texavi.co.uk 51
  • 52. Defining ‘done’ in social business Texavi Innovative Solutions The new age people for new age solutions! Consulting | Training | Solutions Thank you!UK INDIA CONNECT WITH TEXAVITexavi Innovative Solutions (UK) Ltd Texavi Innovative Solutions pvt. Ltd. www.texavi.co.uk36 Glebe Road B-1201, Building No.7Finchley Kukreja Complex, L.B.S.Marg texaviLondon N3 2AX Bhandup(west), Mumbai pardhas India - 400078Mobile: +44 (0) 7857 258341 Texavi Innovative SolutionsCall: +44 (01375) 768601 Call: +91 (0) 98190 23011 www.texavi.com/blogEmail: connect@texavi.co.uk Email: connect@texavi.com