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Social Business Journal Volume 1

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In the Social Business Journal Volume 1, eighteen thought leaders share their insights on key topics on the road to social business success. Sign up to receive Volume 2 on the last slide. Enjoy!

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Social Business Journal Volume 1

  1. 1. 1
  2. 2. As the host of the Social Business Engine show, I’m focused on producing video and podcast content that inspires people to become a social business. I invited thought leaders to join me on this journey by providing their insights in Volume 1 of this . Social business is a journey…Like any journey, the road can be filled with potholes and detours. With strategic planning, leadership and an agile mindset, the road to success can be rewarding. In Volume 1, we focus on the premise for being a social business. The common theme from these thought leaders is emphasis on the customer experience, a culture of giving and employee involvement. I urge you to consider how these insights can be applied in your social business journey. I invite you to become a student of social business in motion. In each interview on the Social Business Engine I speak with a business professional to capture valuable insights about their journey. You'll discover strategies and ideas from them that can possibly transform your business. I'm confident you'll enjoy Volume 1 of . If you want to contribute to Volume 2 or just sign up to receive it, go here. Follow our ongoing conversation with hashtag #sbeshow on Twitter. To your social business success, Bernie Borges CEO, Find and Convert Host, Social Business Engine @bernieborges 2 The Social Business Journal 2014 Vol. 1 Hi, I’m Your Host Bernie Borges. #sbeshow @sbengine
  3. 3. Marty McPadden Co-founder and CEO of PodJamTV Productions LLC. I am a digital, video and audio content producer and strategist. I help brands and small business owners connect with their customers and clients through multimedia content creation. 3 It’s a business that acquires not only customers, but cultivates fans and advocates for their brand. It’s a business that understands they don’t control the message, their customers and clients do. It’s a business that actively engages with their audience by listening and being transparent. It’s not all about YOU! It’s about your customers and audience. Your content should offer solutions to problems your audience will find helpful. Content marketing in a social business is authentic and real. Instead of posting a slickly produced sales video, social businesses connect directly with their audience through written text (blog posts,) audio (podcasts,) and video (YouTube and live streaming.) They offer high value content, not a sales pitch. The leaders of the company are the face of communication. Social businesses are comprised of real people and they connect directly with their customers and clients. People want to do business with people, not logos or avatars. The social content tools available today make this direct connection possible. Social businesses are not afraid of their consumers setting the agenda. People don’t expect perfection, but they do expect authenticity.@MartyMcPadden The Social Business Journal 2014 Vol. 1 #sbeshow @sbengine
  4. 4. Robert Rose Robert Rose is the Chief Strategy Officer for the Content Marketing Institute and a Senior Analyst for the Digital Clarity Group. He helps marketers become better storytellers. 4 It’s not. Or, rather, it shouldn’t be. Content Marketing (at its core) is a process that we infuse into all the activities we do as marketers. Its goal is to deliver value to our customers by delighting, engaging, informing or providing some level of usefulness that is separate and distinct from our product and service. It has direct correlation with the social business in that it is, in most cases, what the conversation should be about. In other words, if the business’ social conversation with the consumer is about value delivered from the content it’s sharing – as opposed to the products its producing - then the business wins. Every time. The Social Business Journal 2014 Vol. 1 @Robert_Rose #sbeshow @sbengine
  5. 5. David Graham David is a thought leader in the Business to Business (B2B) digital marketing, relationship marketing and content marketing space and is the “go-to” person at Deloitte Africa. 5 To become a social business, you need to manage the transition as you would an enterprise resource planning implementation with the right training and a rigorous change management process, involving the entire enterprise. There has to be a respected, well-liked executive sponsor who is passionate about the project. This person should be a role model and has to set a precedent amongst the rest of the C- Suite. This will then cascade down to senior management, management and line staff. The social business transition must not be owned by the CMO or CEO but rather the entire enterprise. Get everyone involved and inject excitement into the project. The C-Suite must ensure that social business processes are incorporated into every part of the business and is the responsibility of the C-suite member who heads up induction and on-boarding, production, product development, marketing, sales, etc. It has to become part of the very DNA of the organisation. Social business should be a discussion point at board meetings and with external stakeholders such as shareholders, clients and suppliers. Social Business must not be treated as a passing fad but rather a strategy without which the business will fail. The Social Business Journal 2014 Vol. 1 @DavidGrahamSA #sbeshow @sbengine
  6. 6. Ted Rubin Ted Rubin is a leading Social Marketing Strategist, Keynote Speaker, Brand Evangelist, and Acting CMO of Brand Innovators. Ted is the most followed CMO on Twitter according to Social Media Marketing Magazine; one of the most interesting CMOs on Twitter according to Say Media, #13 on Forbes Top 50 Social Media Power Influencers, and number 2 on the Leadtail list of Top 25 People Most Mentioned by digital marketers... his book, Return on Relationship was released January 29, 2013. 6 Let's define a social business and how it is evolving. It’s not just “being social” with your customers (having social profiles where you know they hang out); it’s about being more connected in your business processes as well. Stop thinking in terms of silos of information and people, and start thinking about ways to connect everyone. For instance, a common problem in many brands has been the gulf between marketing and sales. There has always been a “cold war” going on between those two departments because their thought processes and drivers are different. But if the end goal is to drive more business-why not give them every opportunity to collaborate? Formal meetings can be time- consuming, but social gives us opportunities to help our employees connect with each other (as well as with their personal networks). Besides connecting marketing and sales, another way social connection can be an advantage is with customer service. In my opinion, companies that think of customer service more as a mind-set than a separate department already have an advantage. Think of ways to connect everyone who has input so they can collaborate on ways to deliver the best customer experience. The Social Business Journal 2014 Vol. 1 @TedRubin #sbeshow @sbengine
  7. 7. Erik Qualman Erik Qualman is an international motivational speaker who has taught Digital Leadership to audiences in 44 countries. His Pulitzer Prize nominated best sellers propelled him to be voted the second most likeable author in the world behind Harry Potter's J.K. Rowling. 7 For a company to be a successful social business they need to transform themselves into being engaged by following 4 simple steps: 1. Listening 2. Interacting 3. Responding 4. Sharing The Social Business Journal 2014 Vol. 1 @equalman #sbeshow @sbengine
  8. 8. Andrew Davis Andrew Davis’ 20-year career has taken him from local television to The Today Show. He’s worked for The Muppets in New York, written for Charles Kuralt and marketed for tiny start-ups as well as Fortune 500 brands. In 2001, Andrew Davis co-founded Tippingpoint Labs, where he changed the way publishers think and how brands market their products. His most recent book, Brandscaping: Unleashing the Power of Partnerships hit shelves in September, 2012. 8 What is the role of an employee in a social business? Social media is powered by billions of social interactions: millions of Tweets with @replies and #hashtags, Facebook posts, comments, Likes and replies, YouTube annotations, Reddit threads, and even ‘thumbs-up’ on StumbleUpon. All of these interactions are people-powered. Your employees - the people at your organization - create a social business. Without those personal interactions, there is no social in your business. A social interaction, cannot occur between an inanimate object, an anthropomorphized brand, or even a personified logo. This means, all those Tweets from your branded tweet stream - they don’t matter - they’re inauthentic. Those posts are fake and forced attempts at social interaction. They’re a prime example of traditional marketers attempting to feign authenticity in an environment powered by authentic personal interactions. Here’s a hint: social media is powered by people, not logos. Here’s the good news. In today’s online universe everyone has an audience and every individual has a voice. You no longer have to inauthentically personify your brand, your team, your employees, your coworkers, do this for you. …If the future of all branding is personal, how can your brand remain relevant without embracing truly authentic, people- powered, social interactions? How can you survive if you’re not a social business? What if you unleashed and encouraged the social interactions of your employees, partners and vendors to power your social strategy? What if you closed your logo-laden Facebook Brand page? What if you actually embraced the one thing that truly differentiates your products in the marketplace - the people that make what you sell? The Social Business Journal 2014 Vol. 1 @TPLDrew #sbeshow @sbengine
  9. 9. Rick Short Rick is the Director of Marketing Communications at The Indium Corporation. He is also a songwriter, musician, and the leader of The Rick Short Band. 9 The CMO in a social business has to step up and really lead. This is because, even today, being truly “social” is foreign, and sometimes scary or threatening, to many people within an organization. Traditional leaders are trained to see threats. So, naturally, they identify many threats in a social business scenario. The CMO has to prove to the organization’s leaders, as well as to all others, that these threats are identified, understood, and well addressed. This takes strong leadership. In addition, the CMO has to lead the exploration, creation, and articulation of the goal of a social business program. Without a shared and well understood goal, people will head off in a variety of directions, creating inefficiencies and frustrations. As a leader, the CMO will have to keep that goal front and center, and motivate others to aspire to it. Without a clearly articulated, well accepted, and adhered to goal, any social business program will flounder. Also, the CMO should lead by example. In my practice, I never asked anyone to do something that I hadn’t proven, developed, and practiced myself. This provides at least two positions of strength: 1) the stigma of being a pioneer doesn’t exist for anyone except the CMO. So, others feel more comfortable forging ahead. And 2) the CMO can be very helpful when the team gets stuck or confused. Traditional marketing departments talk to an audience. Social marketing teams converse with a community (ideally). This means that the individuals that comprise the marketing have to be valuable to the target audience … and able to share their expertise, knowledge, and insights. They do not have to be polished actors or stock photography models. In fact, that old cliché is such a turn off. Our communities want authenticity. It’s OK to be human, to be odd, to be unique, to be your true self. It is not OK to be shallow, phony, or disingenuous. Bottom line is that it’s all about trust. When your community trusts you (because they know you, see you, understand you, appreciate you, etc.), and when you are valuable to them (for what you know, who you know, what you can deliver, etc.) they need you … they love you. The Social Business Journal 2014 Vol. 1 @RickShort21 #sbeshow @sbengine
  10. 10. Paul Roetzer Paul Roetzer is founder and CEO of PR 20/20, and creator of Marketing Score. He is the author of two books, The Marketing Agency Blueprint (Wiley 2011) and The Marketing Performance Blueprint: Strategies and Technologies to Build and Measure Business Success (Wiley 2014). 10 Social businesses support openness, collaboration and transparency. One of the greatest benefits is that internal silos are removed, allowing knowledge, best practices, information and resources to be shared across departments and teams. With open communication channels, social businesses are able to collaborate better, innovate more and get projects done in record time. Employees also feel more connected to the organization since opinions and ideas are encouraged, and relationships between colleagues are forged. These internal benefits also transcend outward to external audiences. With the infrastructure in place to be agile, social businesses can react in real-time and adjust strategy as needed. This, in turn, results in improved communication and responsiveness to customer needs. The Social Business Journal 2014 Vol. 1 @paulroetzer #sbeshow @sbengine
  11. 11. Lewis Bertolucci Lewis is currently Head of Social Media for Fortune 100 Humana Inc., where he's built a sustainable social media program across 55,000 associates from the ground up and is responsible for their Enterprise Social Network of over 37,000 registered associates. He is also founder of, an online lifestyle magazine and, a hyper-local online magazine rack. 11 I believe that often times social practitioners don’t differentiate between a social strategy and what’s known in the industry as social business. A social marketing strategy lays out the channels, platforms and tactics to support your business goals; like awareness via publishing, insights surfaced through listening and content marketing to spur engagement. A social business can be thought of as the intersection of social technologies and process with an organization’s culture and practices to create value within your business and thus delivered to your end-customer. The best way to visualize the concept of a social business is to think of your organization working together as a unified and empowered team with the same goal in mind, as opposed to disparate silos across an organization that often create a fragmented consumer experience for prospects and members alike. One of the biggest benefits of being a social business is the ability to create a flat organization, where silos are crumbled and meaningful conversations are initiated across all geographies and functional areas. By closing the geographic gap, especially if you’re a disbursed or global workforce, and breaking down silos, you enable your associates to quickly connect with other subject matter experts, find answers and to do their jobs more efficiently. Becoming a social enterprise doesn’t happen overnight. Complete convergence where social is deeply embedded into the fabric and culture of the organization is a progressive evolution, not a revolution. The role of the C-Suite is to champion social business transformation via cultural change and to articulate the vision, while informing the enterprise around the value it brings to the business and end-customer. Your C-Suite should also ensure that the organization is enabled to evolve into a social business by means of providing resources, budget and ensure success. The eventual convergence of the C-Suite (top down) and associate groundswell (bottom-up) will ensure that your social business efforts are not being stifled; C-Suite buy-in is critical. The Social Business Journal 2014 Vol. 1 @Lewis502 #sbeshow @sbengine
  12. 12. Pamela Muldoon Pamela Muldoon has combined her three decades of marketing and audio experience into Audio Content Solutions. She helps agencies and brands develop an effective content strategy that includes integrating audio into their content plans. She is also the Podcast Network Director for the Content Marketing Institute Podcast Network, which is home to various marketing podcasts hosted by some of the top content marketers from around the world. 12 Having worked inside of enterprise companies both as a marketing consultant and as a Social Media Director, the key to successfully integrating social across the organization is education. This education has to be on two levels: educating leadership across all departments on the importance of becoming a social business for their buy-in and subsequently educating employees within these departments on how they can help the organization to become a social business. Creating training documents, presentations and content that answers the most common questions employees have on social media implementation is a great way to not only educate on use, but create stronger internal engagement. Marketing should also work with Human Resources and IT to draft a social media policy and implementation guideline that is distributed to all employees to ensure there is some sort of internal compliance and consistency. Creating a content strategy of internal education and consistent communication can better ensure success towards becoming a solid social business. The Social Business Journal 2014 Vol. 1 @pamelamuldoon #sbeshow @sbengine
  13. 13. Ardath Albee Ardath Albee is a B2B marketing strategist and CEO of her firm Marketing Interactions, Inc. She helps B2B companies use persona-driven strategies and contagious content platforms to turn prospects into buyers. She authored the books, eMarketing Strategies for the Complex Sale and Digital Relevance, coming in January 2015. 13 Content in a social business carries a bigger load as it must be radically relevant to both the audience targeted and the channel in use. For those companies that have yet to embrace “social” the biggest challenge will be in loosening the grip on control over the messaging. If they can’t do this, then it will be hard for them to venture beyond the web properties they own. Content marketing in a social business operates with different parameters. It means having an integrated strategy that enables marketers to be relevant through the power of story as it applies to distribution. While the aim of a traditional business is consumption of content, the goal for a social business is experiential, or interactive, and based on context to achieve desired outcomes. Content marketing in a social business must be driven by deep customer insights, or personas, or it will fail to engage. This is because once your company becomes a social business, audience expectations change and continue to evolve along with the channels in use, as well as new ones. And you must keep pace. There is no “pause” button. The Social Business Journal 2014 Vol. 1 @ardath421 #sbeshow @sbengine
  14. 14. Arnie Kuenn Arnie Kuenn is the CEO of Vertical Measures, a search, social & content marketing company helping their clients get more traffic, more leads, and more business. Arnie has held executive positions in the world of new technologies and marketing for more than 25 years. He is a frequent speaker and author of the award winning content marketing book Accelerate!available on Amazon. In 2014, Arnie was honored as the Interactive Person of the Year in Arizona. 14 Becoming a social business means you need to start small. There’s nothing less successful than a business that wants to join social media, but bites off more than they can chew. They join Pinterest, Twitter, Facebook, LinkedIn, and more – all at once. Choose one or two platforms to start with, get to know the lay of the land and what works for your business…or what doesn’t work. Some platforms will work better than others for your specific business. Transforming into a social business means taking small steps, measuring as you go, and remembering above all: consistency is key. Strive to build relationships with your followers and open up that channel of engagement that will lead all your content marketing and online efforts in the future. I highly recommend appointing a single person in your organization as your “community manager.” They may wear other hats as well, but a single point of contact for this role is key. We ask all our employees to like, share, comment, and generally engage with our social presence. If you think of it this way – 1 post x 40 some employees (if they all engage) x their network of hundreds, we can get a nice wave of rolling promotions and it can reach out to people we never would have reached with just our own business account. So the role of an employee in a social business is to engage as much as they can and feel comfortable with. It’s never a requirement, but if they are ready and willing, take advantage of their support and network to skyrocket your social efforts. The marketing department can be integral to any social media presence, even being the sole driver depending on your internal business structure. You produce the content for the audience you're trying to reach and social media is how you spread the message and draw people back to the content. Social media has to be thought of from the very beginning planning phases – where will this content live, how and where will it reach its target audience, and how will we shape our message? These are questions that can be answered by the marketing department – so the most successful social just becomes part of the overall marketing strategy rather than a siloed means of customer engagement. The Social Business Journal 2014 Vol. 1 @ArnieK #sbeshow @sbengine
  15. 15. Heidi Cohen Chief Content Officer Actionable Marketing Guide Providing marketing insights on social media, content marketing and mobile. Named top content marketing blog in 2011 and top social media blog in 2012 and 2013. 15 A social business taps into the strengths of social media activity in the broadest sense to drive corporate transformation. Specifically a social business focuses on the big 3 Cs: Community, Communication and Collaboration. • Encompasses a business’s employees, customers, influencers, investors, and the public. • Puts listening and responding to conversations across the organization as well as with its various publics into the process of transformation. • Works as a team by breaking down the silos to streamline processes and make the organization more transparent. Note: This social media influence use of the term social business shouldn’t be confused with earlier uses that apply to not-for-profits. The Social Business Journal 2014 Vol. 1 @HeidiCohen #sbeshow @sbengine
  16. 16. Jill Rowley Founder and Chief Evangelist #SocialSelling Jill Rowley provides strategy and planning, keynote speeches and #SocialSelling workshops to companies that are #CustomerObsessed #EmployeeObsessed #PartnerObsessed. Executive- level support #NotOptional 16 Salespeople are on the brink of EXTINCTION. They're being replaced by search engines and social networks. It’s time to adapt or be replaced. B2B buyers are anywhere between 57%- 70% through the buying process prior to engaging with sales. Your buyers are having learning parties without you. Meet the Modern Buyer. She's digitally-driven, socially connected, mobile, and empowered with unlimited access to information and people. Is your sales team prepared? Salespeople need to embrace Social Selling -- the process of using Social Networks to do Research to be Relevant to build Relationships that drive Revenue (we all know the rubber meets the road with revenue). • She's an “information concierge” — she provides the right information to the right person at the right time in the right channel. • She's an “insights professional” — she teaches the buyer something he doesn't already know. • She's a socially connected individual — she's where her buyers are: on LinkedIn, on Twitter, on Facebook, Quora, Slideshare, Pinterest, and more. • She has a personal brand — she's a thought leader, not a product pusher. • She's a content connoisseur—she reads what her buyers read and shares that content across her social networks. • She's a . The Social Business Journal 2014 Vol. 1 @jill_rowley #sbeshow @sbengine
  17. 17. Chris Brogan Chris is the world's leading authority of owning the game you most want to live. He is CEO of Owner Media Group and the New York Times bestselling author of 8 books and counting. 17 The role of sales in the world of social business is such that smart professionals will use social tools to do better prospecting, to create and distribute interesting content that leads to calls, and as a way to earn access to a better potential relationship with buyers. It's not magic, but these tools make for great gatejumping, and that's what sales professionals most often need. Social business is a competitive edge now. You can ignore it. But should you? The Social Business Journal 2014 Vol. 1 @chrisbrogan #sbeshow @sbengine
  18. 18. Jeremy Epstein Jeremy is V.P. Marketing at Sprinklr, an enterprise social infrastructure company enabling companies to be social at scale. He builds word- of-mouth marketing engines that scale effectively, are measured relentlessly, and operate efficiently, while inspiring people to innovate and kicking them in the butt to follow through. 18 A company transforms to becoming a social business by putting the customer experience at the forefront and implementing the processes and technology to support it. As the number of connected devices grows, the amount of information that is shared grows which provides customers with more options and influence. The resulting shift in the power dynamic in the relationship between customers and corporations means that customer centricity-and the core driver of that being customer experience-takes center stage in the Age of Empowered and Connected Customers. A company must become customer-centric at every single touchpoint, otherwise the overall experience for that customer risks being degraded. The only way to deliver this is through a technology that scales and with the people and culture that put experience at the forefront. It’s an exciting time, to be sure, as people will find more value in their relationships with the brands that do increase their customer-centricity and those brands will prosper even more. The Social Business Journal 2014 Vol. 1 @jer979 #sbeshow @sbengine
  19. 19. Michael Idinopulos Michael is Chief Marketing Officer at PeopleLinx, a leader in social selling, empowering teams to drive awareness, leads and deals through social networks. Michael is an executive, entrepreneur, and thought leader on a mission to make work more interesting and engaging for everyone. 19 A social business is a company that integrates social networking tools and techniques into its core business processes for strategic advantage. This goes way beyond posting jobs on LinkedIn or broadcasting from a corporate Twitter handle. From Customer Service to Marketing to Sales to HR to Product Management, social businesses fundamentally rethink their core business processes for an age when employees, customers, and partners are all on social networks. They incorporate social into their governance, metrics, and roles. And they evaluate their success based on what really matters to business: increasing revenues and decreasing costs. The Social Business Journal 2014 Vol. 1 @michaelido #sbeshow @sbengine
  20. 20. 20 "Social business" to me, means that we set up listening posts to truly understand our customers and employees, and we consider our customers' communication patterns part of the process to grow. A social business understands that technology has infiltrated our current business model in such a way that a new "go-to-market" business model may emerge. I think social business is a big idea. In these ways: • In a social business, the majority of our marketing distribution comes from our customers (through social media) • In a social business, our employees (all employees) are seen as critical parts of our marketing. Each employee is a touchpoint that can lead to more new and current business. • In every piece of content we create, we don't ask "will this help us sell?" But, we ask "will our customers share this with their colleagues?" A social business is inherently a giving knowledge that helps customers live better lives and get better jobs. There is a purpose behind the marketing, and it compels stakeholders to take some kind of action in line with the mission of the organization. The Social Business Journal 2014 Vol. 1 @JoePulizzi Joe Pulizzi Founder & CEO Content Marketing Institute (an Inc. 500 company) Joe Pulizzi is widely recognized as a leader in modern marketing strategy, specifically the chief global evangelist behind the content marketing movement. Joe is a renowned author, podcaster, globe trotting keynote speaker and lover of all things orange. #sbeshow @sbengine
  21. 21. The Social Business Engine isn't just a podcast or a video series, it's a business methodology that everyone should embrace. I don't miss an episode, and neither should you. 21 The Social Business Journal 2014 Vol. 1 I enjoyed my appearance on the Social Business Engine show as a co-host alongside Bernie. The show is an innovative approach to featuring organizations that have valuable stories to share about their social business success. The most aspirational source for social business best practices. Not just a podcast or video channel. Social Business Engine is a resource for business professionals that want to be in the know with real world social business success stories. I'm a big fan of the Social Business Engine. I enjoy the interviews Bernie brings to his audience on the TV show and podcast. The stories are inspirational and actionable. You need to get on the Social Business Engine bus! The Find and Convert Social Business Engine is a great source of information for business decision makers to understand the value proposition associated with social business and why they need to develop their social business strategies now in order to remain competitive.Business is changing and Bernie Borges wants to help people figure it out. The Social Business Engine is a perfect resource for people who want to make their business stand out in the 21st century. It was an honor to be featured as a guest on the show and I continue to learn something new from every other guest Bernie invites on. t I enjoyed the opportunity to be a guest on the Social Business Engine. Bernieand his co-host facilitated a healthy dialogue that highlighted the key elements of our social business journey. I like that the Social Business Engine show is available in video and podcast format. As a guest on the podcast, I enjoyed discussing with Bernie highlights from my e-book The Sophisticated Marketer's Guide to LinkedIn. The Social Business Engine is a great content asset for marketers. I really enjoy the educational focus of the show. #sbeshow @sbengine
  22. 22. 22 The Social Business Journal 2014 Vol. 1 Social Business Trends in the Enterprise A Unified View of the Customer is the Future of Social Business How Big Rock Content Can Fuel Your Content Plan A Profitable Social Business Journey at Humana Employees Buzz’d Over Enterprise Social Network EMC Employee Brand Advocates Ignite Conversation @sbengine #sbeshow @sbengine
  23. 23. 2323 The Social Business Journal 2014 Vol. 1 #sbeshow @sbengine
  24. 24. 24 The Social Business Journal 2014 Vol. 1 Navigating a Rapidly Changing Social Media Landscape Breaking Down Silos in the Enterprise Through Social Strengthening Fan Relationships at PGA TOUR Through Social Social Data Drives Decisions at Global Online University Groupon’s Social @ Scale Journey The ROI of Social Media @sbengine#sbeshow @sbengine
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In the Social Business Journal Volume 1, eighteen thought leaders share their insights on key topics on the road to social business success. Sign up to receive Volume 2 on the last slide. Enjoy!


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