Becoming a Social Business


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A Framework to evolve from a Social Brand to a Social Business, an 8 Phase Methodology.

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Becoming a Social Business

  1. 1. Becoming a Social Business A Framework to evolve from a Social Brand to a Social Business
  2. 2. Tectonic Forces in Business Today Mobile Local Social Cloud Your Business Future
  3. 3. What is a Social Business?Source: Michael Brito
  4. 4. Social Strategy Creating Customer Value From Social Brand To Social BusinessFocus on external communications • Focus on internal communicationsEngages with the social customer • Engagement with employeesOwned by marketingMeasured by clicks, impressions, reach, • Owned by the entire organisationlikes, comments, RTs, etc. • Measured by organisationalBudgets are usually allocated toward changeagencies, community management, • Budgets revolve around internalFacebook applications, blog communities, social technologiesdevelopment, etc and training
  5. 5. 8 Points You Need to Know About Social Media1. Social media is not something you do, it is something you are2. Customer relationships cannot be outsourced3. A blog is just a blog, not a magical trust and influence converter4. Marketing through social media channels is not social: it is just marketing5. Transparency is not just a word6. Change management is the crux of social media program development7. People are more important than technology8. Shut up and listen
  6. 6. 8 Point Framework for Social Business 1.Assess 8.Monitor 2.Strategise Social 7.Engage Business 3.Create Framework 6.Share 4.Protect 5.Participate
  7. 7. 1. Assess 8.Monitor 2.Strategise7.Engage 3.Create 1. Assess 6.Share 5.Participate 4.Protect • Brand: company/organisation, products/services • Competitors • Partners • Customers Brand Customer • Keywords (You) • Presence • Social Architecture • Engagement Partner Competitor
  8. 8. 1. Assess 1.Strategise 2. Strategise 8.Monitor 7.Engage 3.Create 6.Share 4.Protect Brand Health Innovation Marketing 5.Participate Management Optimisation• Link social strategy to business drivers through:• Clear Goals and Objectives Employee Revenue• Prioritised into: Engagement Generation • Discrete programs • Initiatives Ecosystem Operational • Assigned resources Engagement Efficiency • Budgets Customer Service• Addressing the assessment findings & Support
  9. 9. 1. Assess 1.Strategise 2. Strategise 8.Monitor7.Engage 3.Create 6.Share 4.Protect 5.Participate• The Strategy is based upon the Assessment• The strategy work details the following elements:  Goal & Mission  Benefits  Actions & Programs  Presence  Resources & Budgets  Reporting• “Presence” includes Social Architecture
  10. 10. 1. Assess 1.Strategise 2. Strategise 8.Monitor7.Engage 3.Create 6.Share 4.Protect 5.ParticipateSocial Architecture• How many points of presence and why?• Who can create, and what, where and how?• What is the role and balance of personal versus coy?• How is the presence coordinated• How is presence governed?• How is it measured, and how reported?
  11. 11. 1. Assess 3. Create 2.Strategis 8.Monitor e7.Engage 3.Create 6.Share 4.Protect 5.Participat e • Compelling presence where your customers are • Valuable content through owned media • Amplification through earned media: user generated content and engagement • Amplification through shared media: communities where customers, partners and employees co-create and collaborate • Amplification through paid and promoted media • Calls to action
  12. 12. 1. Assess 8.Monitor 2.Strategis e 4. Protect7.Engage 3.Create 6.Share 4.Protect 5.Participat e • Regulatory compliance considered • Data collection, retention and archiving determined • Employee protections in place, including the social media policy and training • Company protections in place, including legal • Social architecture assessed in context of risk and monitoring • Crisis management plan developed and integrated • Risk assessment and risk management in place – and practice is conducted • Executive and Board reporting in place – critical items in relation to business strategy and risk
  13. 13. 1. Assess 8.Monitor 2.Strategis e 4. Protect7.Engage 3.Create 6.Share 4.Protect Risk Management 5.Participat e  Identify – listening, brainstorming, reviewing  Assign an owner  Qualitative or quantitative evaluation  Mitigation – accept, reduce, reject, transfer  Categorising social media risk:  Reputation  Compliance and regulatory  Legal, IP, Privacy  Operational – reducing employee productivity
  14. 14. 1. Assess 8.Monitor 2.Strategis e 4. Protect7.Engage 3.Create 6.Share 4.Protect Risk Management 5.Participat e  Identify and review risks  Review historical activities  Workflow triage from listening  Review 3rd party case studies and reports  Create and review threat lists  Incorporate risk management into social initiatives  Keep up with platform developments and associated legal terms
  15. 15. 1. Assess 8.Monitor 2.Strategis e 5. Participate7.Engage 3.Create 6.Share 4.Protect .Participat e • Know Your F’s (fans, friends, followers) • Influencers • Customers • Journalists • Blogs • Forums • Communities • Reward Participation
  16. 16. 1. Assess 8.Monitor 2.Strategis e 6. Share 7.Engage 3.Create 4.Protect6. Share 5.Participat • e Promote content • Use video if it makes sense • Recognition and reward • Curate • Aggregate • Gamification • Mobile • SEO / SEM
  17. 17. 1. Assess 7. Engage 2.Strategis 8.Monitor e7. Engage 3.Create 6.Share 4.Protect 5.Participat e • Responsive • Transparent • Authentic • Human • Polls and contests • Promote others • Benefits • Recommendations
  18. 18. 1. Assess 8. Monitor8.Monitor 2.Strategis e6.Share 3.Create 6.Share 4.Protect 5.Participat e • Monitoring tools and services decided • Keyword and location searches • Competitor tracking • Brand tracking • Key measures agreed • Integration in place • Workflow and escalation processes defined • Mobile considered
  19. 19. What You Need to Know• No one wants a social relationship with your brand• Becoming a social business requires investment• Becoming a social business is a cross-functional business initiative• Advocacy is the number ONE objective• Creating a better customer experience is at the heart of becoming a social business• You need to ‘shift gears’ in product management, HR, sales, marketing and support.
  20. 20. Where Do You Start? Depends on your social ‘maturity’ Starting out: assess Foundation in place: protect Some programs running: strategise Active: monitor
  21. 21. Contactwww.kinshipdigital.comCall: 1300 KINSHIPwww.twitter/