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Making Disruption Profitable™
Social Business for Associations
Building B2B Business with Relationship-
Focused Social Networking
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
3
My Perspective
• 25 years experience as management
consultant and line executive
• Expertise: disruptive innovation, strategy
and transformation
• Strategy and execution for game-changers:
Java, e-business, SOA, Web 2.0, social networks
• Thought leader: 3 blogs in global top 10
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
4
Technology changes
constantly
Human Nature does not
change
BIG Idea
Social Business for Associations5/25/2011
Copyrighted
material
Confidential 5
Industrial Economy Mis-Alignment
Industrial
Mentality
Human
Mentality
customers
people
Product
sharing
features
Experience
“build trust”
transaction
“close deals”
relationship
believeinyou
sales
service is
marketing
service
is cost
Relationship is the key to the kingdom
share
advice
push
content
small
numbers
BIG
numbers
Industrial Mentality
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
Social Media
6
• “Social media experts” push PR and marketing
“content”
• Tech vendors push socialtech “solutions”
• Neither tech nor promotions motivate people to
interact
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
Social Business
Human
Mentality
• Develops trust with priority
stakeholders
• Enables organizations to create
the “word of mouth flywheel”
• Organizations with realistic
investment strategies and
efficient approaches win
But
you need
sustained effort
before seeing
results
People
interact on their
terms,
not yours
• The network effect: how few sustained
interactions make major impact
• Model behavior in transparent venues
• By serving few, you serve the crowd
– You are observed by many
– You build reputation, but it’s not obvious
– The tip of the iceberg
• Each interaction by someone often is
broadcast to their networks
• In most venues, each person has
more than 100 people in their network
• Conversations spread quickly, but you
won’t readily see it
1
9
90
Curator
Creators
Observers
Ladder of Participation
Serving People: Why It Works
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
8
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
Social Business Will Make and Break Associations
and Certification Bodies
Human
Mentality
Opportunities
• Use social business to
educate end customers about
certifications’ value
• Stay current with community
• Help members use social
networks to boost the value of
certifications by solving real
problems online
Threats
online offerings &
video are usurping
associations’ value
propositions
People
don’t need to
meet physically
as often as
beforeTravel
costs & fewer
staff make it
harder to get
away
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
10
The influence of specific
digital conversations among
small groups of people now
rivals that of yesterday’s
“major media”
BIG Idea
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
11
Social Network Roadmap Blueprint, A Framework
for Successful Pilots
• Business goals
• People you
need to
engage
• Stakeholders
• Stakeholder
motivations
• Survey
stakeholder
activity in
social networks
• Determine
workstreams
• Review
findings of
stakeholder
social network
activity
• Identify
resources
• Gap analysis
• Risk
management
• Social
networks good
practices
• Life cycle
process
• Go further
faster by
mitigating risk
Business
Strategy
Focus on
Stakeholders
DefineAssets,
Requirements
Create
Programs
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
12
Start with Your Business Strategy
• What is most important for you this year?
– Rank your top five goals
• What do you need to reach your goals that
people can provide?
– Access, expertise, other
• Plan for the outcome
– How will you respond once achieved? Not?
• What stakeholders do you need to engage?
– Rank your top five stakeholder groups
– How do they map to your goals?
Purpose
Ensure that your social network activity is
aligned with your business
Business
Strategy
Focus on
Stakeholders
DefineAssets,
Requirements
Create
Programs
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
13
Focus on Stakeholders
• Determine motivations and Web 2.0 activities
of each stakeholder group
• Survey social network activity
– What are stakeholders doing in each venue?
– How are they addressing top of mind issues?
– What are the trends?
• Determine workstreams
– What do they do in each venue?
– How do they use venues together?
Purpose
Client-focused usage and needs analysis: an
excellent basis to determine desired activity
Business
Strategy
Focus on
Stakeholders
DefineAssets,
Requirements
Create
Programs
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
14
Define Assets and Requirements
• Review findings of each venue’s activity
– Define good practices
– Ineffective practices
• What resources do you have to engage
stakeholders in each venue?
– What venues are most approachable?
– What are most desirable to stakeholders?
• What are the gaps?
– Personnel, training, access (legal, security)
Purpose
Optimize your activity based on stakeholder
activity and your capabilities
Business
Strategy
Focus on
Stakeholders
DefineAssets,
Requirements
Create
Programs
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
15
Create Programs
• Use findings of phases 1-3 for parameters
• Apply risk management practices
– Keep pilots small, defined and short: iterate
– Use portfolio approach: try several things
• Use good practices for social networks
– Share experience real-time among pilot owners
and participants
– Keep pilots without interference
– Use a process approach for real-time learning
• Life cycle process
– Assess: Pilot: Scale: Integrate
Purpose
Boost momentum by managing risk
Business
Strategy
Focus on
Stakeholders
DefineAssets,
Requirements
Create
Programs
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
16
Risk Mitigation Approach
The Stages
• Assess
– Match goals with organization
and stakeholder realities
• Pilot
– Try social networking
initiatives in small chunks to
manage risk
– Learn & iterate in short cycles
• Scale
– Expand elements of effective
pilots, expand scope and scale
• Integrate
– When you stabilize social
networking processes,
integrate them with legacy
Techniques
• Rapid cycles
– Short feedback loops enable
fast correction, less waste
• Transparency and inclusion
– Involve legal, PR, revenue
owners and accounting early
• Focus on external and
internal stakeholders
– External focus on workstreams
within the ecosystem
– Explicit focus on change
• Budgeting
– Structure pilots to minimize
need for normal ROI process
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
17
Avoiding Common Pitfalls
• Leading with technology
– Technology imposes process on people
and they don’t adopt
• Having fuzzy, non-actionable goals
– Results harder to track, and your initiative loses support
• Focus on what your firm needs rather than stakeholders
– SHs will not be stimulated and will not engage
• Chunking innovation too large
– Spend too long on ROI discussions
• Depending too much on experts and vendors
– Web 2.0 is core; it needs to become your O/S
• Falling into the efficiency tech trap, not using portfolio
– Letting a monolithic tech solution be everything to everyone
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
18
You now know 2014’s best
practices for using social
business to engage and
grow business
BIG Idea
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
Specific Tactics for Associations
Legacy digital assets
• Websites
• Email marketing
• Conferences
• Training
19
New digital assets
• Outreach in social
networks
• Creating a many-
to-many unique
space
• Rethinking legacy
One-to-many
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Events Golf Snail
mail
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
20
Update Web & Email to the Web 3.0 Age
Legacy
Web 1.0
Web 2.0
Email WebEvents Golf Snail
mailWeb 1.0
`
Email
Blogs
LinkedIn
Twitter
Ecademy
Ryze
Facebook
MySpace
Many-to-many
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Web 2.0
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
21
Focus on Many-to-Many Venues to Earn Network
Leverage
• LinkedIn: the global storefront
for individuals and teams
• Blogs: showcase for expertise
– Opinions, insights about
relevant phenomena
– Outreach, co-promotion
– Convert newsletters
• Website: static, businesslike
– Information about your firm
• Email: push to Feedblitz/RSS
• Exotics
– Podcasts, video, wikis
– Facebook, Foursquare The Professional/Executive Socialtech Pyramid
Exotics
Exotics
Blog
Website
LinkedIn
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
Conferences
• How to incorporate network thinking
– Crowdsource & brainstorm ideas and
agendas online, in public
– Iterate schedules publicly & invite
participation
– Encourage speakers to use public processes
– It becomes a group-owned event
• Ask people to invite their friends, colleagues & clients
• The physical event is the climax of the conversation
– Get people to shoot short video interviews and take
photos
– Create an online “you are there” feeling
• Hold post-event conversations
22
Re-invent
conferences as
persistent
conversations
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
Training and Certifications
• Hold online discussions in which certificants
solve problems that non-certificant holders
can’t solve as easily
• Promote the conversations, adding
prestige and value to certificants and
their employers
• Consider adding network-oriented
aspects of training
– Use online forums to generate problems
and real-time cases
– Real geeks will love this (this means certificants’
customers)
• Make the certification process more transparent
23
How can you
involve certificant
customers in
training, online?
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
24
Adopt network-oriented
interactions everywhere:
open processes and invite
involvement—and mean it!
BIG Idea
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
1 2
3
4
5
Review: Putting Social Business in Motion
• Strategy
– This is a marathon; you need to train for distance
– Ecosystem: you need to know where your SHs are already
talking.. and what venues are most important
– Readiness: in THEIR terms what do YOU have that's most
valuable and easy to share?
– Overlay your gifts onto the ecosystem: that's your social business
strategy
– This determines where & how you engage, not “technology”
• Execution
– Orderly adoption process: pilot, scale and integrate
– Apply risk mitigation techniques
• Remember
– Relationships take a while to develop but they’re durable
25
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
26
Ecosystem vision Company vision Pilot(s) launched
Social Network Roadmap Pilot Overview
• Assess digital social
environment
• Identify & rank
stakeholders (SH) &
basic work processes
• Social venue analysis
• Brand analysis
• SNR Analytics
• Ecosystem Map
• SH activity/advanced
workstreams
• Identify firm value &
how it transfers to
social venues
• Assess resources to
engage SHs
• Measure gaps
• SocialBusinessStrategy
• Design pilots to
mitigate risk
• Fast cycles with
rapid feedback
• Small investments
• Portfolio approach
• Skills transfer focus
• Measurements
End
State
Requirements for Pilots
Phase2
Readiness
Assessment
Phase1
Ecosystem Audit
Phase3
Pilots
Social Business for Associations5/25/2011
Copyrighted
material
Confidential
27
Learning More
• The Social Network Roadmap
– Helps companies use social business for innovation
– http://socialnetworkroadmap.com
– Blog rated #1 worldwide by Technorati
• The Global Human Capital Journal
– CEO/CMO/CIO journal for innovation
– Rated #10 worldwide by Technorati
– http://globalhumancapital.org
• The Executive’s Guide to Social Networks
– LinkedIn blog #4 worldwide by Technorati
– Facebook management advice for business
– Twitter, blogging & geosocial management advice
– http://executivesguide-socialnetworks.com
• Social networks
– http://www.linkedin.com/in/csrollyson
– http://www.facebook.com/csrollyson
– http://myspace.com/csrollyson
– http://tinyurl.com/orkut-csrollyson
– http://tinyurl.com/xing-csrollyson
Microblogs & Video
http://twitter.com/snroadmap
http://twitter.com/eglii
http://twitter.com/egtw
http://twitter.com/egfb
http://twitter.com/csrollyson
http://identi.ca/csrollyson
http://kwippy.com/csrollyson
http://csrollyson/tumblr.com/
http://plurk.com/user/csrollyson
http://friendfeed.com/csrollyson
http://youtube.com/user/csrollyson
Other
skype/IM - csrollyson
iphone - chris@rollyson.net
iphone +1.312.925.1549

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Social Business for Associations: Building B2B Business with Relationship-Focused Social Networking

  • 1. Making Disruption Profitable™ Social Business for Associations Building B2B Business with Relationship- Focused Social Networking
  • 2. Social Business for Associations5/25/2011 Copyrighted material Confidential 3 My Perspective • 25 years experience as management consultant and line executive • Expertise: disruptive innovation, strategy and transformation • Strategy and execution for game-changers: Java, e-business, SOA, Web 2.0, social networks • Thought leader: 3 blogs in global top 10
  • 3. Social Business for Associations5/25/2011 Copyrighted material Confidential 4 Technology changes constantly Human Nature does not change BIG Idea
  • 4. Social Business for Associations5/25/2011 Copyrighted material Confidential 5 Industrial Economy Mis-Alignment Industrial Mentality Human Mentality customers people Product sharing features Experience “build trust” transaction “close deals” relationship believeinyou sales service is marketing service is cost Relationship is the key to the kingdom share advice push content small numbers BIG numbers
  • 5. Industrial Mentality Social Business for Associations5/25/2011 Copyrighted material Confidential Social Media 6 • “Social media experts” push PR and marketing “content” • Tech vendors push socialtech “solutions” • Neither tech nor promotions motivate people to interact
  • 6. Social Business for Associations5/25/2011 Copyrighted material Confidential Social Business Human Mentality • Develops trust with priority stakeholders • Enables organizations to create the “word of mouth flywheel” • Organizations with realistic investment strategies and efficient approaches win But you need sustained effort before seeing results People interact on their terms, not yours
  • 7. • The network effect: how few sustained interactions make major impact • Model behavior in transparent venues • By serving few, you serve the crowd – You are observed by many – You build reputation, but it’s not obvious – The tip of the iceberg • Each interaction by someone often is broadcast to their networks • In most venues, each person has more than 100 people in their network • Conversations spread quickly, but you won’t readily see it 1 9 90 Curator Creators Observers Ladder of Participation Serving People: Why It Works Social Business for Associations5/25/2011 Copyrighted material Confidential 8
  • 8. Social Business for Associations5/25/2011 Copyrighted material Confidential Social Business Will Make and Break Associations and Certification Bodies Human Mentality Opportunities • Use social business to educate end customers about certifications’ value • Stay current with community • Help members use social networks to boost the value of certifications by solving real problems online Threats online offerings & video are usurping associations’ value propositions People don’t need to meet physically as often as beforeTravel costs & fewer staff make it harder to get away
  • 9. Social Business for Associations5/25/2011 Copyrighted material Confidential 10 The influence of specific digital conversations among small groups of people now rivals that of yesterday’s “major media” BIG Idea
  • 10. Social Business for Associations5/25/2011 Copyrighted material Confidential 11 Social Network Roadmap Blueprint, A Framework for Successful Pilots • Business goals • People you need to engage • Stakeholders • Stakeholder motivations • Survey stakeholder activity in social networks • Determine workstreams • Review findings of stakeholder social network activity • Identify resources • Gap analysis • Risk management • Social networks good practices • Life cycle process • Go further faster by mitigating risk Business Strategy Focus on Stakeholders DefineAssets, Requirements Create Programs
  • 11. Social Business for Associations5/25/2011 Copyrighted material Confidential 12 Start with Your Business Strategy • What is most important for you this year? – Rank your top five goals • What do you need to reach your goals that people can provide? – Access, expertise, other • Plan for the outcome – How will you respond once achieved? Not? • What stakeholders do you need to engage? – Rank your top five stakeholder groups – How do they map to your goals? Purpose Ensure that your social network activity is aligned with your business Business Strategy Focus on Stakeholders DefineAssets, Requirements Create Programs
  • 12. Social Business for Associations5/25/2011 Copyrighted material Confidential 13 Focus on Stakeholders • Determine motivations and Web 2.0 activities of each stakeholder group • Survey social network activity – What are stakeholders doing in each venue? – How are they addressing top of mind issues? – What are the trends? • Determine workstreams – What do they do in each venue? – How do they use venues together? Purpose Client-focused usage and needs analysis: an excellent basis to determine desired activity Business Strategy Focus on Stakeholders DefineAssets, Requirements Create Programs
  • 13. Social Business for Associations5/25/2011 Copyrighted material Confidential 14 Define Assets and Requirements • Review findings of each venue’s activity – Define good practices – Ineffective practices • What resources do you have to engage stakeholders in each venue? – What venues are most approachable? – What are most desirable to stakeholders? • What are the gaps? – Personnel, training, access (legal, security) Purpose Optimize your activity based on stakeholder activity and your capabilities Business Strategy Focus on Stakeholders DefineAssets, Requirements Create Programs
  • 14. Social Business for Associations5/25/2011 Copyrighted material Confidential 15 Create Programs • Use findings of phases 1-3 for parameters • Apply risk management practices – Keep pilots small, defined and short: iterate – Use portfolio approach: try several things • Use good practices for social networks – Share experience real-time among pilot owners and participants – Keep pilots without interference – Use a process approach for real-time learning • Life cycle process – Assess: Pilot: Scale: Integrate Purpose Boost momentum by managing risk Business Strategy Focus on Stakeholders DefineAssets, Requirements Create Programs
  • 15. Social Business for Associations5/25/2011 Copyrighted material Confidential 16 Risk Mitigation Approach The Stages • Assess – Match goals with organization and stakeholder realities • Pilot – Try social networking initiatives in small chunks to manage risk – Learn & iterate in short cycles • Scale – Expand elements of effective pilots, expand scope and scale • Integrate – When you stabilize social networking processes, integrate them with legacy Techniques • Rapid cycles – Short feedback loops enable fast correction, less waste • Transparency and inclusion – Involve legal, PR, revenue owners and accounting early • Focus on external and internal stakeholders – External focus on workstreams within the ecosystem – Explicit focus on change • Budgeting – Structure pilots to minimize need for normal ROI process
  • 16. Social Business for Associations5/25/2011 Copyrighted material Confidential 17 Avoiding Common Pitfalls • Leading with technology – Technology imposes process on people and they don’t adopt • Having fuzzy, non-actionable goals – Results harder to track, and your initiative loses support • Focus on what your firm needs rather than stakeholders – SHs will not be stimulated and will not engage • Chunking innovation too large – Spend too long on ROI discussions • Depending too much on experts and vendors – Web 2.0 is core; it needs to become your O/S • Falling into the efficiency tech trap, not using portfolio – Letting a monolithic tech solution be everything to everyone
  • 17. Social Business for Associations5/25/2011 Copyrighted material Confidential 18 You now know 2014’s best practices for using social business to engage and grow business BIG Idea
  • 18. Social Business for Associations5/25/2011 Copyrighted material Confidential Specific Tactics for Associations Legacy digital assets • Websites • Email marketing • Conferences • Training 19 New digital assets • Outreach in social networks • Creating a many- to-many unique space • Rethinking legacy
  • 19. One-to-many Member Member Member Member Member Member Member Member Member Member Member Member Events Golf Snail mail Social Business for Associations5/25/2011 Copyrighted material Confidential 20 Update Web & Email to the Web 3.0 Age Legacy Web 1.0 Web 2.0 Email WebEvents Golf Snail mailWeb 1.0 ` Email Blogs LinkedIn Twitter Ecademy Ryze Facebook MySpace Many-to-many Member Member Member Member Member Member Member Member Member Member Member Member Member Member Member Member Member Member Member Member Member Member Member Member Member Web 2.0
  • 20. Social Business for Associations5/25/2011 Copyrighted material Confidential 21 Focus on Many-to-Many Venues to Earn Network Leverage • LinkedIn: the global storefront for individuals and teams • Blogs: showcase for expertise – Opinions, insights about relevant phenomena – Outreach, co-promotion – Convert newsletters • Website: static, businesslike – Information about your firm • Email: push to Feedblitz/RSS • Exotics – Podcasts, video, wikis – Facebook, Foursquare The Professional/Executive Socialtech Pyramid Exotics Exotics Blog Website LinkedIn
  • 21. Social Business for Associations5/25/2011 Copyrighted material Confidential Conferences • How to incorporate network thinking – Crowdsource & brainstorm ideas and agendas online, in public – Iterate schedules publicly & invite participation – Encourage speakers to use public processes – It becomes a group-owned event • Ask people to invite their friends, colleagues & clients • The physical event is the climax of the conversation – Get people to shoot short video interviews and take photos – Create an online “you are there” feeling • Hold post-event conversations 22 Re-invent conferences as persistent conversations
  • 22. Social Business for Associations5/25/2011 Copyrighted material Confidential Training and Certifications • Hold online discussions in which certificants solve problems that non-certificant holders can’t solve as easily • Promote the conversations, adding prestige and value to certificants and their employers • Consider adding network-oriented aspects of training – Use online forums to generate problems and real-time cases – Real geeks will love this (this means certificants’ customers) • Make the certification process more transparent 23 How can you involve certificant customers in training, online?
  • 23. Social Business for Associations5/25/2011 Copyrighted material Confidential 24 Adopt network-oriented interactions everywhere: open processes and invite involvement—and mean it! BIG Idea
  • 24. Social Business for Associations5/25/2011 Copyrighted material Confidential 1 2 3 4 5 Review: Putting Social Business in Motion • Strategy – This is a marathon; you need to train for distance – Ecosystem: you need to know where your SHs are already talking.. and what venues are most important – Readiness: in THEIR terms what do YOU have that's most valuable and easy to share? – Overlay your gifts onto the ecosystem: that's your social business strategy – This determines where & how you engage, not “technology” • Execution – Orderly adoption process: pilot, scale and integrate – Apply risk mitigation techniques • Remember – Relationships take a while to develop but they’re durable 25
  • 25. Social Business for Associations5/25/2011 Copyrighted material Confidential 26 Ecosystem vision Company vision Pilot(s) launched Social Network Roadmap Pilot Overview • Assess digital social environment • Identify & rank stakeholders (SH) & basic work processes • Social venue analysis • Brand analysis • SNR Analytics • Ecosystem Map • SH activity/advanced workstreams • Identify firm value & how it transfers to social venues • Assess resources to engage SHs • Measure gaps • SocialBusinessStrategy • Design pilots to mitigate risk • Fast cycles with rapid feedback • Small investments • Portfolio approach • Skills transfer focus • Measurements End State Requirements for Pilots Phase2 Readiness Assessment Phase1 Ecosystem Audit Phase3 Pilots
  • 26. Social Business for Associations5/25/2011 Copyrighted material Confidential 27 Learning More • The Social Network Roadmap – Helps companies use social business for innovation – http://socialnetworkroadmap.com – Blog rated #1 worldwide by Technorati • The Global Human Capital Journal – CEO/CMO/CIO journal for innovation – Rated #10 worldwide by Technorati – http://globalhumancapital.org • The Executive’s Guide to Social Networks – LinkedIn blog #4 worldwide by Technorati – Facebook management advice for business – Twitter, blogging & geosocial management advice – http://executivesguide-socialnetworks.com • Social networks – http://www.linkedin.com/in/csrollyson – http://www.facebook.com/csrollyson – http://myspace.com/csrollyson – http://tinyurl.com/orkut-csrollyson – http://tinyurl.com/xing-csrollyson Microblogs & Video http://twitter.com/snroadmap http://twitter.com/eglii http://twitter.com/egtw http://twitter.com/egfb http://twitter.com/csrollyson http://identi.ca/csrollyson http://kwippy.com/csrollyson http://csrollyson/tumblr.com/ http://plurk.com/user/csrollyson http://friendfeed.com/csrollyson http://youtube.com/user/csrollyson Other skype/IM - csrollyson iphone - chris@rollyson.net iphone +1.312.925.1549