Social Business Initiatives Identification and Responsible Implementation
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The pressure to be social is coming, or likely already here for many organizations. Marketing departments everywhere are looking for ways to initiate social collaboration. Sometimes the ideas are sound; other times, it is painfully obvious that the initiative is a misplaced reaction after a conference presentation on the joys of being social, or a vendor meeting for social software. As communicators, training in social media and social business is not part of curriculum. So how do you determine what is an appropriate direction to take or appropriate initiative to consider, when you have no research or framework to help guide you? You may be looking to go beyond the company's social media campaign of Twitter and Facebook. Perhaps you are looking for ways to enter the social business arena responsibly. Or maybe you simply want to be able to respond to pressures from outside forces in an informed way. This presentation looks at social collaboration within a digital maturity model, and provides a basic process for looking at social initiatives, and some guidance around key decision points. This presentation was given at Information Development World on October 1, 2015.
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Social Business Initiatives Identification and Responsible Implementation
- 1. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reservedScroll @ScrollUK @rahelab SOCIAL BUSINESS INITIATIVES Identification and Responsible Implementation
- 2. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab RAHEL ANNE BAILIE Chief Knowledge Officer Scroll (UK)
- 3. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved WHAT IS “SOCIAL”?
- 4. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab •Social media •Social interaction •Social business •Social proof •Social engineering •Social physics Ways of being social
- 5. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab • Social media • Communication channels such as Twitter, Facebook, Google+, Pinterest, Instagram, text messaging, and so on •Social interaction •Social business •Social proof •Social engineering •Social physics Ways of being social
- 6. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab • Social media • Communication channels such as Twitter, Facebook, Google+, Pinterest, Instagram, text messaging, and so on •Social interaction • Using social media to close the loop for strengthening trust in your brand •Social business •Social proof •Social engineering •Social physics Ways of being social
- 7. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab • Social media • Communication channels such as Twitter, Facebook, Google+, Pinterest, Instagram, text messaging, and so on •Social interaction • Using social media to close the loop for strengthening trust in your brand •Social business • Having an infrastructure that supports a social business model •Social proof •Social engineering •Social physics Ways of being social
- 8. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab • Social media • Communication channels such as Twitter, Facebook, Google+, Pinterest, Instagram, text messaging, and so on •Social interaction • Using social media to close the loop for strengthening trust in your brand •Social business • Having an infrastructure that supports a social business model •Social proof • Where people learn the “correct” behaviour for a given situation by mimicking others •Social engineering •Social physics Ways of being social
- 9. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab • Social media • Communication channels such as Twitter, Facebook, Google+, Pinterest, Instagram, text messaging, and so on •Social interaction • Using social media to close the loop for strengthening trust in your brand •Social business • Having an infrastructure that supports a social business model •Social proof • Where people learn the “correct” behaviour for a given situation by mimicking others •Social engineering • Methods for influencing public opinion, solving social problems, or for ill gains •Social physics Ways of being social
- 10. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab • Social media • Communication channels such as Twitter, Facebook, Google+, Pinterest, Instagram, text messaging, and so on •Social interaction • Using social media to close the loop for strengthening trust in your brand •Social business • Having an infrastructure that supports a social business model •Social proof • Where people learn the “correct” behaviour for a given situation by mimicking others •Social engineering • Methods for influencing public opinion, solving social problems, or for ill gains •Social physics • Aggregating human behaviours for analysis using big data techniques Ways of being social
- 11. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved WHY BE “SOCIAL”?
- 12. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab Social means a trust relationship Design professionalism Detailed analysis> Intent to trust Trusting activities Trust relationship> >
- 13. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab We have “social brains” •Social trust Social Trust: A Cognitive Approach Cristiano Castelfranchi and Rino Falcone, National Research Council – Institute of Psychology, Unit of “AI, Cognitive Modelling and Interaction”, Roma – Italy • The importance of trust as an aspect of ecommerce • Multiple types of trust • trust in the environment and in the infrastructure (the socio- technical system) • trust in your agent and in mediating agents • trust in the potential partners • trust in the warrantors and authorities (if any)
- 14. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab Multiple types of trust • Cognitive and affective trust Cognitive and affective trust in service relationships Devon Johnson and Kent Grayson, Goizueta Business School, Emory University, USA; Kellogg School of Management, Northwestern University, USA • Cognitive trust: confidence or willingness to rely on a service provider’s competence and reliability • From knowledge that allows a customer to predict with confidence • Affective trust: confidence based on feelings generated by a level of care and concern of a brand • Security and perceived strength of relationship
- 15. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab A range of types of trust What we trust Hard (tech) Soft (brand) How we trust Rational Emotional Length of interaction Transient interactions Long-term relationships
- 16. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved Hyperconnectivity
- 17. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab Hyperconnected world • Technical side to hyperconnectivity • Institute for HyperNetwork Society (IHS) • Fully Networked Car (International Telecommunications Union) • The Internet of Things (Washington Post, 2014) • Social side to hyperconnectivity • Hyper-connected generation rises (2007, BBC) • Hyper-connected society is changing who we think we are (techradar) • Changing of future identities (gov.uk)
- 18. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab Inevitability of hyperconnectivity
- 19. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved DIGITAL STRATEGY
- 20. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab Maturity Model
- 21. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab 0 1 2 3 Human Resources Technology Resources Content Strategy Data Strategy Social Business Strategy Channel Strategy Digital Strategy Maturity Model
- 22. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab
- 23. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab Digital Strategy DIGITAL STRATEGY CONTENT STRATEGY Social Content SOCIAL STRATEGY Social Media CHANNEL STRATEGY Social channels TECHNOLOGY RESOURCES Content Delivery DATA STRATEGY Data Integrity HR STRATEGY Social Business
- 24. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved SOCIAL BUSINESS STRATEGY
- 25. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab Considerations for social business Social infrastructure: • Is it part of the corporate DNA? • Can you close the communication loop? • Is everyone prepared to be a brand ambassador? Trust: • Do I trust you right now? • Will I trust you later? • Can I trust you ever?
- 26. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab Social Business Strategy SOCIAL BUSINESS STRATEGY MARKETING COMMS CUSTOMER SUPPORT SOCIAL CHANNELS COLLABORATION TOOLS COLLABORATION CULTURE
- 27. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab The Strategy Part WHY • Business goals • Business objectives (SMART) WHAT • Available resources WHEN, WHO, WHERE • Implementation plan • HOW • Budget
- 28. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab Requirements CX Users Content Business Technology
- 29. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab Methodology Current State Future State Gap Strategy
- 30. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved CONTENT STRATEGY
- 31. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab Content Strategy Maturity Model
- 32. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab Analyse Acquire Deliver Manage Introduction and maintenance Evaluation and sunsetting Content, customers, and products
- 33. www.scroll.co.uk © 2015 Scroll LLP All rights reserved @ScrollUK @rahelab London, UK By email: rahel.bailie@scroll.co.uk info@scroll.co.uk Twitter: @ScrollUK / @rahelab By telephone: UK +44 (0)7869 643 685 Speaking and workshops: bailie.com Scroll
Editor's Notes
- And just to keep things interesting, it turns out that there is more than one type of trust. There is soft trust, which about the brand itself, and there’s hard trust, about the underlying technology. There is trust for transient interactions and trust for long-term relationships. And we have to take into account the difference between rational, or cognitive, trust and emotional trust.