8. 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.
9. 2. “Social” must be a mindset before it can become an operational model.
10. 3. A CEO who doesn’t care about creating a social company will not accidentally create one.
11. 4. “Social” is something you are , not something you do .
12. Warning: Acting social without being social is doomed to fail.
13. Lesson: Transforming a business into a social business is not an exercise in social media adoption. It is an exercise in change management .
14. Social media “experts” are not enough to help you build a social business. Hire change management experts as well.
15.
16. So what does a social business model even look like?
34. Marketing PR Customer Service Business Development HR Community Manager Blogger Guy The current state of Social Media Integration: Buzzwords over Objectives: “ Engagement?” “ Conversations?”
35. 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
36. 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
37. 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