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Making the case for

Social Business
True Voice Media
www.truevoicemedia.com
215.948.2012

Jeff Gibbard

President & Chief Strategist at True Voice Media
Speak...
True Voice Media
www.truevoicemedia.com
215.948.2012

@truevoicemedia

The Philadelphia
Social Business Agency
True Voice ...
True Voice Media
www.truevoicemedia.com
215.948.2012

@truevoicemedia

The Philadelphia
Social Business Agency

Social Bus...
True Voice Media
www.truevoicemedia.com
215.948.2012

@truevoicemedia

@jgibbard
@truevoicemedia
The Philadelphia
Social B...
True Voice Media
www.truevoicemedia.com

Resources

Slides, Links and Tools Mentioned

215.948.2012

@truevoicemedia

true...
RULES
Interrupt me
Don’t fall asleep
Tweet everything I say
Tweet about how handsome I am
Stay off Facebook
Stay off email...
Let’s Dive In

True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
Defining

Social Business
A Social Business is a company that...

takes full advantage of the opportunities
presented by social media, that reduces ...
This won’t happen

overnight
source: Altimeter Group
Policy
Technology

Strategy

The
6 Components
for
SOCIAL BUSINESS
TRANSFORMATION
Training

Process
Culture
source: Altimeter Group
Building
The Case For
Social Business
overcome
RESISTANCE
to change
Appeal to the

Heart, Mind, and Wallet
But to make the case...

Mind, Wallet, and Heart
Appealing to the

Mind
State The

Obvious
The World Has Changed
It’s Gotten Smaller
It’s Gotten

More Connected
It’s Gotten

Faster
Connection

Is Right At Our Fingertips
Information

Is Right At Our Fingertips
It’s forever changed how we...
★ Communicate
★ Complain
★ Promote
★ Seek
★ Find

Help

Information

★ Share

Information
To prove it

let’s do an experiment
1995
2005
1995

2005
2013
Can anyone recommend a good plumber in Philadelphia? #helpout
#softsearch
If Behaviors Are
Changing,
Will We Change
With Them?
Present The Data
72% of Online Adults are
non-users

users

source: Pew Internet and American Life Project

Social Networking Site Users
How that breaks down by age

89%

78%

60%

43%

18-29

30-49

50-64

65+

source: Pew Internet and American Life Project
56% Of The
Current
Workforce Is
Between
16-44
source: BLS.gov, USAtoday.com
89% Of 18-24-year-old
Smartphone Owners
Reach For Their Device
Within 15 Minutes Of
Waking Up
source: IDC Report, March 20...
65 and older have roughly tripled their presence

43%
13%
2009

Today
source: Pew Internet and American Life Project

on s...
Unlike Spider-Man

You Cannot Stop This Train
UNCERTAINTY

FEAR
UNCERTAINTY

FEAR

FEAR

FEAR

FEAR
UNCERTAINTY
FEAR

UNCERTAINTY
FEAR
FEAR

UNCERTAINTY

UNCERTAINTY

F...
Redirect energy
Appealing to the

Wallet
Social Isn’t
Just About
“Feel Good” Chatter
Get that money, son!
Make it rain!

shout out to Adele Cehrs
Productivity Gains
Fully Implemented Social Tools

No Social Tools

+20 to 25%

source: McKinsey Global Institute, July 20...
Innovation/Ideation Gains
Fully Implemented Social Tools

No Social Tools

+32%
source: Jive Collaboration Software Report...
Customer Retention Gains
Fully Implemented Social Tools

No Social Tools

+31%
source: Jive Collaboration Software Report,...
Brand Awareness Gains
Fully Implemented Social Tools

No Social Tools

+34%
source: Jive Collaboration Software Report, Ju...
Innovation/Ideation Gains
Fully Implemented Social Tools

No Social Tools

+27%

source: Jive Collaboration Software Repor...
All Of The Data

Supports Social Business
Appealing to the

Heart
What are you

some sort of Hippie?!
In Social Business

Everybody Wins!
Customers win
★ acknowledged

and appreciated

★ better

products

★ lower

prices

★ faster

responses

★ better

custome...
Employees win
★ acknowledged
★ given

and appreciated

the opportunity for creativity and contribution

★ motivated
★ driv...
Businesses win
★ has

more engaged employees

★ has

a greater number of customer advocates and
internal champions

★ lear...
Key Takeaways
★ It’s

a process. Take your time, build a plan.

★ This

shift seems inevitable, will you buy in?

★ Social...
True Voice Media
www.truevoicemedia.com
215.948.2012

Jeff Gibbard

President & Chief Strategist at True Voice Media
Speak...
Making The Case for Social Business - Social Media Strategies Summit Boston 2013
Making The Case for Social Business - Social Media Strategies Summit Boston 2013
Making The Case for Social Business - Social Media Strategies Summit Boston 2013
Making The Case for Social Business - Social Media Strategies Summit Boston 2013
Making The Case for Social Business - Social Media Strategies Summit Boston 2013
Making The Case for Social Business - Social Media Strategies Summit Boston 2013
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Making The Case for Social Business - Social Media Strategies Summit Boston 2013

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Alternatively titled "Get that Social Business Buy-in" this presentation is designed to make a compelling, yet easy to understand argument that not only is Social Business a good idea...it's basically unavoidable. The world has changed around us and the imperative to begin redesigning your business into a more socially connected, open and transparent organization has never been more clear.

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Transcript of "Making The Case for Social Business - Social Media Strategies Summit Boston 2013"

  1. 1. Making the case for Social Business
  2. 2. True Voice Media www.truevoicemedia.com 215.948.2012 Jeff Gibbard President & Chief Strategist at True Voice Media Speaker, Blogger & Coach @truevoicemedia @jgibbard jeffgibbard.com/g jeff@truevoicemedia.com The Philadelphia Social Business Agency truevoicemedia.com | socialmediaphilanthropy.com | jeffgibbard.com | jgibbard.com
  3. 3. True Voice Media www.truevoicemedia.com 215.948.2012 @truevoicemedia The Philadelphia Social Business Agency True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  4. 4. True Voice Media www.truevoicemedia.com 215.948.2012 @truevoicemedia The Philadelphia Social Business Agency Social Business Strategy Policy Training Listening Content Marketing Engagement & Community Management Promotion & Advertising Measurement & Analytics Collaboration Customer Service True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  5. 5. True Voice Media www.truevoicemedia.com 215.948.2012 @truevoicemedia @jgibbard @truevoicemedia The Philadelphia Social Business Agency
  6. 6. True Voice Media www.truevoicemedia.com Resources Slides, Links and Tools Mentioned 215.948.2012 @truevoicemedia truevoicemedia.com/notes The Philadelphia Social Business Agency True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  7. 7. RULES Interrupt me Don’t fall asleep Tweet everything I say Tweet about how handsome I am Stay off Facebook Stay off email Call your mother (she worries) Shout out to @marcusnelson
  8. 8. Let’s Dive In True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  9. 9. Defining Social Business
  10. 10. A Social Business is a company that... takes full advantage of the opportunities presented by social media, that reduces its liability and risk through governance and training, and that leverages social technologies and concepts to become more open, transparent, collaborative, and innovative.
  11. 11. This won’t happen overnight
  12. 12. source: Altimeter Group
  13. 13. Policy Technology Strategy The 6 Components for SOCIAL BUSINESS TRANSFORMATION Training Process Culture
  14. 14. source: Altimeter Group
  15. 15. Building The Case For Social Business
  16. 16. overcome RESISTANCE to change
  17. 17. Appeal to the Heart, Mind, and Wallet
  18. 18. But to make the case... Mind, Wallet, and Heart
  19. 19. Appealing to the Mind
  20. 20. State The Obvious
  21. 21. The World Has Changed
  22. 22. It’s Gotten Smaller
  23. 23. It’s Gotten More Connected
  24. 24. It’s Gotten Faster
  25. 25. Connection Is Right At Our Fingertips
  26. 26. Information Is Right At Our Fingertips
  27. 27. It’s forever changed how we... ★ Communicate ★ Complain ★ Promote ★ Seek ★ Find Help Information ★ Share Information
  28. 28. To prove it let’s do an experiment
  29. 29. 1995
  30. 30. 2005
  31. 31. 1995 2005
  32. 32. 2013
  33. 33. Can anyone recommend a good plumber in Philadelphia? #helpout #softsearch
  34. 34. If Behaviors Are Changing, Will We Change With Them?
  35. 35. Present The Data
  36. 36. 72% of Online Adults are non-users users source: Pew Internet and American Life Project Social Networking Site Users
  37. 37. How that breaks down by age 89% 78% 60% 43% 18-29 30-49 50-64 65+ source: Pew Internet and American Life Project
  38. 38. 56% Of The Current Workforce Is Between 16-44 source: BLS.gov, USAtoday.com
  39. 39. 89% Of 18-24-year-old Smartphone Owners Reach For Their Device Within 15 Minutes Of Waking Up source: IDC Report, March 2013
  40. 40. 65 and older have roughly tripled their presence 43% 13% 2009 Today source: Pew Internet and American Life Project on social networking sites in the last four years
  41. 41. Unlike Spider-Man You Cannot Stop This Train
  42. 42. UNCERTAINTY FEAR UNCERTAINTY FEAR FEAR FEAR FEAR UNCERTAINTY FEAR UNCERTAINTY FEAR FEAR UNCERTAINTY UNCERTAINTY FEAR OPPORTUNITY FEAR FEAR UNCERTAINTY FEAR UNCERTAINTY
  43. 43. Redirect energy
  44. 44. Appealing to the Wallet
  45. 45. Social Isn’t Just About “Feel Good” Chatter
  46. 46. Get that money, son!
  47. 47. Make it rain! shout out to Adele Cehrs
  48. 48. Productivity Gains Fully Implemented Social Tools No Social Tools +20 to 25% source: McKinsey Global Institute, July 2012
  49. 49. Innovation/Ideation Gains Fully Implemented Social Tools No Social Tools +32% source: Jive Collaboration Software Report, July 2012
  50. 50. Customer Retention Gains Fully Implemented Social Tools No Social Tools +31% source: Jive Collaboration Software Report, July 2012
  51. 51. Brand Awareness Gains Fully Implemented Social Tools No Social Tools +34% source: Jive Collaboration Software Report, July 2012
  52. 52. Innovation/Ideation Gains Fully Implemented Social Tools No Social Tools +27% source: Jive Collaboration Software Report, July 2012
  53. 53. All Of The Data Supports Social Business
  54. 54. Appealing to the Heart
  55. 55. What are you some sort of Hippie?!
  56. 56. In Social Business Everybody Wins!
  57. 57. Customers win ★ acknowledged and appreciated ★ better products ★ lower prices ★ faster responses ★ better customer service ★ more trust due to transparency ★ connected and loyal because of shared values
  58. 58. Employees win ★ acknowledged ★ given and appreciated the opportunity for creativity and contribution ★ motivated ★ driven by competition by purpose
  59. 59. Businesses win ★ has more engaged employees ★ has a greater number of customer advocates and internal champions ★ learns from its customers ★ generates more loyalty ★ reduction in support costs, cost per acquisition, etc. ★ increases reach, awareness, leads, and sales ★ changes the world
  60. 60. Key Takeaways ★ It’s a process. Take your time, build a plan. ★ This shift seems inevitable, will you buy in? ★ Social Business drives business value. ★ Everyone wins. Let’s build a better world.
  61. 61. True Voice Media www.truevoicemedia.com 215.948.2012 Jeff Gibbard President & Chief Strategist at True Voice Media Speaker, Blogger & Coach @truevoicemedia @jgibbard jeffgibbard.com/g jeff@truevoicemedia.com The Philadelphia Social Business Agency truevoicemedia.com | socialmediaphilanthropy.com | jeffgibbard.com | jgibbard.com
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