Principles of a Social Business Intro 7DEE Presentation Transcript
What is a Social Business? From antisocial to social: A primer. @thebrandbuilder www.smroi.net Olivier A. Blanchard
I get social media but I don’t really get social business. What is it exactly?
First, let’s talk about what social business isn’t.
Having a social media presence isn’t social business.
Your digital content doesn’t make you a social business.
Chasing followers doesn’t make you a social business.
Core Principles of Social Business
1. “Social” is and has always been a core business philosophy. It is not an add-on. It is not a “let’s hire a blogger” thing. It is not something that lives on Facebook. It is not a fad. It must be at the heart of the company’s very purpose and identity.
2. “Social” must be a mindset before it can become an operational model.
3. A CEO who doesn’t care about creating a social company will not accidentally create one.
4. “Social” is something you are , not something you do .
Warning: Acting social without being social is doomed to fail.
Lesson: Transforming a business into a social business is not an exercise in social media adoption. It is an exercise in change management .
Social media “experts” are not enough to help you build a social business. Hire change management experts as well.
The 6 stages of social business evolution
No presence in social channels.
Basic presence in social channels.
Some activity in social channels.
Visible investment in social activity.
- Example: Old Spice, Coca Cola, CNN.
Integrated social communications.
- Example: Ford, IBM, Best Buy, CDC
- Example: Zappos, Sporting KC, Starbucks
So what does a social business model even look like?
Step 1: Creating a social layer across all functions.
Competence matters: Training is not an afterthought.
Your COO will become an expert in real-time collaboration.
Your CEO will set expectations for the entire organization.
Clarify timelines, objectives and targets across the organization.
Don’t worry about selling. Just be human, interested and helpful.
Step 3: Building your new operational structure.
Marketing PR Customer Service Business Development HR Community Manager Blogger Guy The current state of Social Media Integration: Buzzwords over Objectives: “ Engagement?” “ Conversations?”
Marketing PR Customer Service Business Development HR Community Manager Blogger Guy Social media in a Social Business ecosystem: Objectives over buzzwords Online Reputation Management Real-Time Customer Support Digital Crisis Management Market Research FRY Digital Brand Management Online Reputation Management
Adolescent social business model VP Social Communications Developed the Social Communications Infrastructure Oversees SM activity Coordinates SM activity Provides leadership + Support Customer Support PR + Reputation Mgmt Marketing Measurement Community Management Monitoring Support Triage Data Analysis Reporting Monitoring Responding to crises Content, events, promos Monitoring Responding to inquiries Content Triage Research Content Development Promotions Internal Collaboration
Mature social business model All executives Connected to customers Comfortable with social communications Provides leadership + Support Customer Support PR + Reputation Mgmt Marketing Measurement Community Management Monitoring Support Triage Data Analysis Reporting Monitoring Responding to crises Content, events, promos Monitoring Responding to inquiries Content Triage Research Content Development Promotions Internal Collaboration
Step 4: Understanding how to leverage channel dynamics.
Give your community the means to spread the love.
Include content into your strategy but don’t make it the strategy.
Everyone is connected and customer-facing.
Ask away. Olivier Blanchard 864.630.7398 www.thebrandbuildermarketing.com @thebrandbuilder (on Twitter) FIND OUT MORE AT SMROI.NET