Social	
  Media	
  	
  
	
  ….Beyond	
  Marketing	
  
Hareesh	
  Tibrewala	
  
hareesh@socialwavelength.com	
  
Social Media Marketing is a misnomer
It is actually about
Marketing in a socially connected world
Or better still
How a sh...
Or
It is about
Making Business Social
And this the key issues businesses need to
address
Social Media is not just a Brand Manager level
issue.
It is actually a CMO issue, a CPRO issue,
a CHRO issue, a CFO issue
...
Conversations are happening…
within the organisation and outside the organisation
Conversations result in communities
Comm...
Human beings thrive in chaos.
And within chaos we create order
Facebook is chaos.
Group and pages within FB are order.
Lik...
In the same fashion, organisations need to create
internal social networks, resulting in
Group Dynamics
And Group Dynamics...
Ford Motors
•  Company	
   used	
   Yammer	
   to	
   drive	
   their	
   internal	
   marke5ng	
  
campaign	
  called	
  ...
IndusInd Bank
•  Wanted	
  to	
  communicate	
  HR	
  message	
  across	
  5000	
  employees	
  at	
  50+	
  
loca5ons,	
 ...
Retail conglomerate
•  Kinetic Glue helped the company to set up a social network for
its marketing teams.
•  This network...
Morgan Stanley Smith Barney
•  Gave Twitter and LinkedIn access to 600 of its 17000+
financial advisers
•  Created pre-app...
AT&T Blog
•  Calm cool
connected parent
blog
•  Targeted for AT&T
working parents
•  Identified issue of
common interest
•...
Key Takeaways
•  It is about making business social
•  Social Media is a CXO issue
•  Tap the collective intelligence of i...
Questions?	
  
If	
  you	
  need	
  a	
  copy	
  of	
  this	
  
presentation,	
  please	
  leave	
  
your	
  business	
  c...
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Social Media beyond marketing

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Social Media beyond marketing

  1. 1. Social  Media      ….Beyond  Marketing   Hareesh  Tibrewala   hareesh@socialwavelength.com  
  2. 2. Social Media Marketing is a misnomer It is actually about Marketing in a socially connected world Or better still How a should a business manifest in a socially connected world
  3. 3. Or It is about Making Business Social And this the key issues businesses need to address
  4. 4. Social Media is not just a Brand Manager level issue. It is actually a CMO issue, a CPRO issue, a CHRO issue, a CFO issue Social Media is a CXO issue
  5. 5. Conversations are happening… within the organisation and outside the organisation Conversations result in communities Communities have more intelligence compared to individuals (or organisations) We need to learn the tap the collective intelligence of the internal communities
  6. 6. Human beings thrive in chaos. And within chaos we create order Facebook is chaos. Group and pages within FB are order. Like minded people converge at these locations. And this results in Group Dynamics
  7. 7. In the same fashion, organisations need to create internal social networks, resulting in Group Dynamics And Group Dynamics result in Collaboration Knowledge Sharing Bonding Brand Advocacy
  8. 8. Ford Motors •  Company   used   Yammer   to   drive   their   internal   marke5ng   campaign  called  “One  Ford”   •  Through   Yammer,   the   company   developed   a   culture   of   sharing,  central  to  the  “One  Ford”    business  plan   •  Employees   realised   that   they   were   able   to   save   5me   in   geBng  answers  to  queries  they  faced   •  It   streamlined   internal   networking   significantly,   increasing   project   efficiency   and   helping   employees   find   faster   resolu5ons  to  problems   •  This  campaign  would  have  taken  4  months  to  develop,  but   through  Yammer,  it  completed  in  just  2  weeks.  
  9. 9. IndusInd Bank •  Wanted  to  communicate  HR  message  across  5000  employees  at  50+   loca5ons,  and  also  measure  effec5veness  of  communica5on  /  ac5on   •  Helped   evolve   the   message   collabora5vely   by   mythological   case   studies,  using  internal  social  network   •  Once   messages   were   evolved,   they   ran   a   contest   to   encourage   employees  to  absorb  the  messages.   •  Gra5fica5on  was  given  to  the  winners    -­‐  lunch  with  the  MD   •  For   the   1st   5me,   HR   team   was   able   to   bench   mark   the   effort   of   communica5on  &  see  it  become  ac5onable  
  10. 10. Retail conglomerate •  Kinetic Glue helped the company to set up a social network for its marketing teams. •  This network allowed teams to share learning and insights (new store launch, new product launch) , by choosing a format that works best for their busy and often unpredictable day. •  It engages and motivates the sales staff •  Sales staff now posts feedback via its mobile phones into a central group in the business social network. Not only is this real time, it is visible to all store personnel. •  Typically high-attrition sales staff now feels much more engaged with the organization.
  11. 11. Morgan Stanley Smith Barney •  Gave Twitter and LinkedIn access to 600 of its 17000+ financial advisers •  Created pre-approved content database using Socialware •  Financial advisers can now use this content freely to engage with their customers •  One of the financial advisers, Ms DeBellis assesses that $10mn in 18 months period
  12. 12. AT&T Blog •  Calm cool connected parent blog •  Targeted for AT&T working parents •  Identified issue of common interest •  Created community and bonding around that
  13. 13. Key Takeaways •  It is about making business social •  Social Media is a CXO issue •  Tap the collective intelligence of internal communities •  Group Dynamics result in knowledge sharing, bonding, collaboration, brand advocacy
  14. 14. Questions?   If  you  need  a  copy  of  this   presentation,  please  leave   your  business  card.  We   will  email  it  to  you.     Hareesh  Tibrewala   Jt.  CEO,  Social  Wavelength.   hareesh@socialwavelength.com   Company  blog:  blog.socialwavelength.com   LinkedIn:  linkedin.com/in/hareeshEbrewala  

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