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Grown Up Social Media: Making Social Work Harder for Your Business

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An introduction to what BLOOM's Masterclass will entail.

Published in: Business, Technology
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  • Have you ever heard of taking paid surveys on the internet before? We have one right now that pays $50, and takes less than 10 minutes! If you want to take it, here is your personal link ▲▲▲ https://tinyurl.com/make2793amonth
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  • Thanks - here is a link to the event video :)
    http://www.bloomworldwide.com/?p=6987
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  • Great overview.
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Grown Up Social Media: Making Social Work Harder for Your Business

  1. 1. WWW.BLOOMWORLDWIDE.COM Grown Up Social Media: Making social work harder for your business Hosted by Social Media Week London Wednesday 25 September 2013 #SmwBloom
  2. 2. WWW.BLOOMWORLDWIDE.COM Introducing BLOOM BLOOM Worldwide is a social media agency specialising in social business INSIGHT STRATEGY CONTENT TECH FROM ‘DOING SOCIAL’ TO ‘BEING SOCIAL’
  3. 3. WWW.BLOOMWORLDWIDE.COM Introducing the BLOOMers
  4. 4. WWW.BLOOMWORLDWIDE.COM What we’ll cover today What is a social business? What is social business maturity? What stage is your business at? What do you need to do to move to the next level? Outline of the session
  5. 5. WWW.BLOOMWORLDWIDE.COM Intended outcome “I know what social business is, and why it’s important for my company” THEORY “I know how advanced my business is, and how far I have to go” RELEVANCE “I have clear actions to take my business to the next level” ACTION What we want you to walk away with
  6. 6. WWW.BLOOMWORLDWIDE.COM What is social business? Grown Up Social Media: Making social work harder for your business
  7. 7. WWW.BLOOMWORLDWIDE.COM Social media evolution From doing social to being social
  8. 8. WWW.BLOOMWORLDWIDE.COM The difference between doing social and being social SOCIAL BUSINESS Strategic Scalable Integrated Used for multiple business functions Dialogue Engagement Value for the consumer Advocacy Customer-centric Key strategic business objectives Large-scale returns BUSINESS AS USUAL Tactical Not scalable Siloed Used as traditional PR/marcomms channel Broadcast Speaking & listening Value for the business Loyalty Company-centric Tactical marketing metrics Small-scale results
  9. 9. WWW.BLOOMWORLDWIDE.COM What is a social business? A business that has been purposely designed to eke the maximum from social platforms, tools and technologies in order to foster a culture of knowledge sharing, collaboration and engagement with everybody.* * That’s employees, stakeholders, customers, prospects and everybody that matters to the business…
  10. 10. WWW.BLOOMWORLDWIDE.COM The BLOOM Way to social business Inside your business Outside your business YOUR     CUSTOMER   GOVERNANCE   EDUCATION   TECHNOLOGY   VISION  &   PURPOSE   SOCIAL  BIZ   STRATEGY   CHANGE   MANAGEMENT   BUSINESS   INSIGHT   KPI  SETTING  &   MEASUREMENT   SOCIAL  MEDIA   STRATEGY   SOCIAL   PLATFORMS   INFLUENCE  &   ADVOCACY   SOCIAL  INSIGHT   COMMUNITY   MANAGEMENT   CONTENT   DEVELOPMENT   SOCIAL  CRM   CAMPAIGN  &   PROGRAMME  
  11. 11. WWW.BLOOMWORLDWIDE.COM What could social business do for your business? Engaged customers Consumer insights Increased brand reputation Advocacy Influence Competitive advantage Consumer intelligence Collaboration Agile, entrepreneurial business Knowledge sharing Faster access to expertise Faster product development cycle INCREASE REVENUE INCREASE MARKET SHARE REDUCE COSTS IMPROVE INNOVATION & GROWTH
  12. 12. WWW.BLOOMWORLDWIDE.COM Cultivating the Nike+ social community INCREASED MARKET SHARE SHARE OF US RUNNING SHOW MARKET INCREASED TO 61% WITHIN 3 YEARS OF PRODUCT LAUNCH NIKE+ AS A CONSUMER LIFESTYLE CHOICE
  13. 13. WWW.BLOOMWORLDWIDE.COM IBM’s social business transformation REDUCED COSTS HELP DESK SUPPORT COSTS REDUCED BY MORE THAN $100 MILLION A YEAR TIME TO COMPLETE PROJECTS REDUCED BY 30%
  14. 14. WWW.BLOOMWORLDWIDE.COM Empowering Cemex employees to share globally IMPROVED INNOVATION & GROWTH USED BY MORE THAN 95% OF COMPANY’S EMPLOYEES FASTER ACCESS TO EXPERTISE
  15. 15. WWW.BLOOMWORLDWIDE.COM What is social business maturity? Grown Up Social Media: Making social work harder for your business
  16. 16. WWW.BLOOMWORLDWIDE.COM
  17. 17. WWW.BLOOMWORLDWIDE.COM Social Business Maturity Framework 1 Experimental We are mostly experimenting with social media 2 Tactical We have a number of tactical activations in place which are largely campaign, event or platform driven 3 Formalised We have a formalised holistic programme encompassing multiple business functions that is part of an overall strategy 4 Mature We have a formalised programme and long term strategy, across MOST of the company 5 Trailblazing We have a formalised programme and long term strategy, across the WHOLE company and are trailblazing in our sector Hallmarks of each phase: •  Driven at a grassroots level by one passionate individual •  Small/no budget •  Low visibility •  Mainly broadcasting messages •  Using freeware •  Ad hoc measurement •  Driven at an operational level by one department •  Small budget •  Platform & content focus •  Use of incumbent generalist agencies •  Tracking some metrics e.g. fans/campaigns •  Siloed multi- departmental activity •  Social business structure & KPIs in place •  Increasing budget •  Building internal capabilities and use of specialist agencies •  ‘Always on’ approach •  Co-ordinated by multiple departments •  Senior management sponsorship •  Significant budget allocation •  Strategy delivering on business goals •  Insight driving biz planning •  Driven by visionary senior management •  Activated across the whole business •  Strategic business priority •  Cutting edge programmes delivered at scale •  Realtime insight driving action
  18. 18. WWW.BLOOMWORLDWIDE.COM Social Business maturity framework evaluation criteria INTERNAL CRITERIA •  PROGRAMME •  LEADERSHIP •  ORG MODEL •  CULTURE •  EMPLOYEES •  HEADCOUNT •  BUDGET •  GOVERNANCE •  EDUCATION •  TOOLS & TECH •  SUPPLIERS •  MEASUREMENT EXTERNAL CRITERIA •  ACTIVITY •  INSIGHT •  EXPENDITURE •  IMPACT •  PRESENCE •  SENTIMENT •  ENGAGEMENT •  INFLUENCE •  CONVERSATION •  CONTENT •  COMMUNITY •  COMPETITORS
  19. 19. WWW.BLOOMWORLDWIDE.COM Roger’s innovations adoption curve INNOVATORS 2.5% EARLY ADOPTERS 13.5% EARLY MAJORITY 34% LATE MAJORITY 34% LAGGARDS 16% THECHASM
  20. 20. WWW.BLOOMWORLDWIDE.COM Roger’s innovations adoption curve INNOVATORS 2.5% EARLY ADOPTERS 13.5% EARLY MAJORITY 34% LATE MAJORITY 34% LAGGARDS 16% THECHASM
  21. 21. WWW.BLOOMWORLDWIDE.COM Social business S curve Time Socialbusinessmaturity
  22. 22. WWW.BLOOMWORLDWIDE.COM Social business S curve Time Socialbusinessmaturity EXPERIMENTAL TACTICAL FORMALISED MATURE TRAILBLAZING
  23. 23. WWW.BLOOMWORLDWIDE.COM ROI will increase as social business maturity increases Time Socialbusinessmaturity OPTIMISATION ROI EFFICIENCIES AND SAVINGS COMPETITIVE ADVANTAGE SALES INNOVATION GROWTH
  24. 24. WWW.BLOOMWORLDWIDE.COM What stage is your business at? Grown Up Social Media: Making social work harder for your business
  25. 25. WWW.BLOOMWORLDWIDE.COM Social Business Maturity Framework 1 Experimental We are mostly experimenting with social media 2 Tactical We have a number of tactical activations in place which are largely campaign, event or platform driven 3 Formalised We have a formalised holistic programme encompassing multiple business functions that is part of an overall strategy 4 Mature We have a formalised programme and long term strategy, across MOST of the company 5 Trailblazing We have a formalised programme and long term strategy, across the WHOLE company and are trailblazing in our sector Hallmarks of each phase: •  Driven at a grassroots level by one passionate individual •  Small/no budget •  Low visibility •  Mainly broadcasting messages •  Using freeware •  Ad hoc measurement •  Driven at an operational level by one department •  Small budget •  Platform & content focus •  Use of incumbent generalist agencies •  Tracking some metrics e.g. fans/campaigns •  Siloed multi- departmental activity •  Social business structure & KPIs in place •  Increasing budget •  Building internal capabilities and use of specialist agencies •  ‘Always on’ approach •  Co-ordinated by multiple departments •  Senior management sponsorship •  Significant budget allocation •  Strategy delivering on business goals •  Insight driving biz planning •  Driven by visionary senior management •  Activated across the whole business •  Strategic business priority •  Cutting edge programmes delivered at scale •  Realtime insight driving action
  26. 26. WWW.BLOOMWORLDWIDE.COM Social Business Maturity Framework 1 Experimental 2 Tactical 3 Formalised 4 Mature 5 Trailblazing
  27. 27. WWW.BLOOMWORLDWIDE.COM Social Business Maturity Framework 1 Experimental 2 Tactical 3 Formalised 4 Mature 5 Trailblazing WHAT’S HAPPENING? •  Social media at a grassroots level •  Led by one passionate individual •  Often in free time/on top of workload •  Small/no budget •  Activities are tactical INSIDE YOUR BUSINESS •  Leadership don’t really understand social media but happy for us to experiment •  Employees aren’t encourages to use social media at work •  Using freeware for ad hoc measurement “We are mostly experimenting with social media” WHAT’S DRIVING IT? •  Curiosity •  Use of social media in personal life •  Personal interest OUTSIDE YOUR BUSINESS •  Low visibility •  Mainly broadcasting messages on an ad hoc basis •  Unaware of the impact of activity (“fire and forget”)
  28. 28. WWW.BLOOMWORLDWIDE.COM Social Business Maturity Framework 1 Experimental 2 Tactical 3 Formalised 4 Mature 5 Trailblazing WHAT’S HAPPENING? •  Social media at an operational level through one department •  Small budget •  Platform & content focus •  Use of incumbent generalist agencies INSIDE YOUR BUSINESS •  Use of social media listening tool •  Tracking some metrics e.g. fans/ campaigns & benchmarking performance against KPIs •  Some governance and training planned “We have a number of tactical activations in place which are largely campaign, event or platform driven” WHAT’S DRIVING IT? •  Competitor activity •  Increasing consumer usage •  Test & learn showing early promising results OUTSIDE YOUR BUSINESS •  Community management based around campaigns, but no ongoing dialogue •  Mapped out online influencers •  One or more social platforms •  Investing in paid social media
  29. 29. WWW.BLOOMWORLDWIDE.COM Social Business Maturity Framework 1 Experimental 2 Tactical 3 Formalised 4 Mature 5 Trailblazing “We have a formalised holistic programme encompassing multiple business functions that is part of an overall strategy” WHAT’S HAPPENING? •  Siloed multi-departmental activity •  Social business structure & KPIs in place •  Increasing budget •  Long-term initiatives launched •  Social media strategy in place INSIDE YOUR BUSINESS •  Building internal capabilities and use of specialist agencies •  Senior management see social business as a strategic priority •  Change management plan in place WHAT’S DRIVING IT? •  On senior management agenda •  Need to scale across departments or territories •  Bring together overlapping projects •  Desire to improve ROI OUTSIDE YOUR BUSINESS •  ‘Always on’ approach to content and community management •  Structured approach to extracting insight •  Seeing ongoing impact in social metrics •  Consistent presences in owned & earned
  30. 30. WWW.BLOOMWORLDWIDE.COM Social Business Maturity Framework 1 Experimental 2 Tactical 3 Formalised 4 Mature 5 Trailblazing “We have a formalised programme and long term strategy, across MOST of the company” WHAT’S HAPPENING? •  Co-ordinated by multiple departments •  Significant budget allocation •  Strategy delivering on business goals •  Holistic approach to social media INSIDE YOUR BUSINESS •  Senior management sponsorship •  Clear vision for becoming a social business •  Multiple “hub and spoke” model to co- ordinate global/local efforts •  Increasing collaboration and sharing WHAT’S DRIVING IT? •  Linking of activities to commercial results •  Increasing senior management engagement •  Overcoming internal roadblocks OUTSIDE YOUR BUSINESS •  Permanently managed social spaces catering to all communities of interest •  Facilitate creation of user generated content and influencer engagement •  Outperforming many competitors
  31. 31. WWW.BLOOMWORLDWIDE.COM Social Business Maturity Framework 1 Experimental 2 Tactical 3 Formalised 4 Mature 5 Trailblazing "We have a formalised programme and long term strategy, across the WHOLE company and are trailblazing in our sector” WHAT’S HAPPENING? •  Activated across the whole business •  Strategic business priority •  Cutting edge programmes delivered at scale •  Transcended the marketing department INSIDE YOUR BUSINESS •  Social insights driving business decisions •  Social activity linked to hard business metrics •  Social business built into job descriptions •  Employees empowered to engage WHAT’S DRIVING IT? •  Visionary senior management •  Outperforming competitors •  Customer first strategic vision •  Business transformation •  Employee engagement OUTSIDE YOUR BUSINESS •  Realtime insight driving action •  Above average engagement rates •  Ahead of competitors •  Audiences engaging in content co- creation, UGC and crowdsourcing
  32. 32. WWW.BLOOMWORLDWIDE.COM Social Business Maturity Framework 1 Experimental We are mostly experimenting with social media 2 Tactical We have a number of tactical activations in place which are largely campaign, event or platform driven 3 Formalised We have a formalised holistic programme encompassing multiple business functions that is part of an overall strategy 4 Mature We have a formalised programme and long term strategy, across MOST of the company 5 Trailblazing We have a formalised programme and long term strategy, across the WHOLE company and are trailblazing in our sector Hallmarks of each phase: •  Driven at a grassroots level by one passionate individual •  Small/no budget •  Low visibility •  Mainly broadcasting messages •  Using freeware •  Ad hoc measurement •  Driven at an operational level by one department •  Small budget •  Platform & content focus •  Use of incumbent generalist agencies •  Tracking some metrics e.g. fans/campaigns •  Siloed multi- departmental activity •  Social business structure & KPIs in place •  Increasing budget •  Building internal capabilities and use of specialist agencies •  ‘Always on’ approach •  Co-ordinated by multiple departments •  Senior management sponsorship •  Significant budget allocation •  Strategy delivering on business goals •  Insight driving biz planning •  Driven by visionary senior management •  Activated across the whole business •  Strategic business priority •  Cutting edge programmes delivered at scale •  Realtime insight driving action 1.  Turn to the person next to you 2.  Explain which stage you think your company is at and give your reasons 3.  Refer to the Social Business Maturity Framework in front of you if you need to 4.  Raise your hand and ask a BLOOMer for help if you’re stuck 5.  Once you’ve decided your stage, grab a corresponding stick of rock from a BLOOMer 5 mins
  33. 33. WWW.BLOOMWORLDWIDE.COM What do you need to do to move to the next level? Grown Up Social Media: Making social work harder for your business
  34. 34. WWW.BLOOMWORLDWIDE.COM
  35. 35. WWW.BLOOMWORLDWIDE.COM Time for action! Creating your five point action plan 1.  Take a corresponding card deck from a BLOOMer 2.  Spread your cards on the table in front of you 3.  Turn your Framework around to find your Action Planning worksheet 4.  Prioritise your top 5 actions and record on the worksheet Wave your stick of rock in the air and a BLOOMer will come to help you 15 mins
  36. 36. WWW.BLOOMWORLDWIDE.COM Don’t forget to fill in the WHY and the WHEN COMPANY NAME: __________________________________ WWW.BLOOMWORLDWIDE.COM SOCIAL BUSINESS MATURITY 5 POINT ACTION PLAN Activities to help you progress to the next level Current maturity level: Experimental – Tactical – Formalised – Mature - Trailblazing What activities do we need to do? What is the objective? When? 1 2 3 4 5 5 mins
  37. 37. WWW.BLOOMWORLDWIDE.COM Let’s hear back from you Source: Brittney Marshall @ Flickr
  38. 38. WWW.BLOOMWORLDWIDE.COM If you take nothing else away from today… Social business has the potential to completely transform your business What happens inside your organisation is as important as what happens outside It can drive real, business results But can’t be activated in a silo YOU can help direct and define the future of your business 5 key points to leave with
  39. 39. WWW.BLOOMWORLDWIDE.COM About our services SOCIAL MEDIA STRATEGY We believe in insight-driven social strategy which delivers results to every part of your business. SOCIAL MEDIA INSIGHT We believe that social data provides critical business intelligence that should inform business actions. CONTENT DEVELOPMENT We believe that high quality social content is the key currency that drives effective impact and engagement online. COMMUNITY MANAGEMENT We believe community management is the cornerstone of success in social media. SOCIAL PLATFORMS We believe your social platforms should function as part of a wider online social ecosystem and drive reach and impact. SOCIAL MEDIA TRAINING We believe in building internal capability is as important in delivering a social strategy as outsourcing to an agency. SOCIAL TECHNOLOGY We believe in empowering employees and customers to collaborate and innovate using social technology. SOCIAL MEDIA GOVERNANCE We believe that scalability and risk management can be achieved by effective social media governance. INFLUENCE & ADVOCACY We believe that advocates, whether employees or customers, are what ensure businesses grow. PROGRAMME DESIGN & DELIVERY We believe social media campaigns should be part of an ‘Always On’ dialogue. SOCIAL MEDIA MEASUREMENT We believe social media should be fully accountable PERFORMANCE MANAGEMENT & KPIs We believe that being a social business delivers hard business results like increased profitability and sales.
  40. 40. WWW.BLOOMWORLDWIDE.COM #SmwBloom

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