This document provides a framework for evolving a business from having a social brand to becoming a fully social business. It discusses the key differences between having a social brand focused on external communications versus being a social business focused on internal communications and engagement. The framework outlines eight steps - assess, strategize, create, protect, participate, share, engage, and monitor - to guide the transformation to a social business that views its entire value chain as collaborative networks and communities.

1. Becoming a Social Business
A Framework to Evolve from a Social Brand
to a Social Business
iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions

2. Techtonic Forces in Business Today
Mobile
Local
Social
Your
Cloud
Business
Future

3. Creating Customer Value
From Social Brand To Social Business
Ø A social brand focuses on external Ø A social business focuses on internal
communications communications.
Ø A social brand is all about Ø A social business is all about
engagement with the social engagement with employees.
customer. Ø A social business should be owned by
Ø A social brand is owned by the entire organization
marketing
Ø A social business is measured by
Ø A social brand is measured by organizational change.
clicks, impressions, reach, Likes,
comments, RTs, etc. Ø Most investments in social business
initiatives revolve around internal
Ø With a social brand, budgets are
communities, social technologies, and
usually allocated toward agencies,
training.
community management, Facebook
applications, blog development, etc.
Thanks
to
Michael
Brito

4. What is a Social Business?
Thanks
to
Michael
Brito

5. Characteristics of a Social Business
Ø Is Customer Centric
Ø Creates valuable Content
Ø Social is Cross functional
Ø Is Adaptive
Ø Collaborates in all key processes
Ø Seek to create Communities inside and outside the
firewall
Ø Shows Empathy and a Human side
Ø Participation is encouraged (Engage without Fear)

6. What is a Social Business
Ø Views its entire value chain as a set of collaborative networks called
communities and embraces technology that focuses on the
relationships, conversations and business activities that occur in these
networks.
Ø View communities as a strategic common space for colleagues,
customers and partners to communicate, innovate ideas, ask questions,
share knowledge, search and filters on hashtags.
Ø Rethink the way information is published, consumed and shared
throughout your ecosystem and embrace the activity stream as your
primary collaboration dashboard.
Ø Think in terms of communities and embrace technology that provides an
integrated collaboration experience, simplifies the process of sharing
and connecting people, accelerates ideation and expertise discovery,
streamlines the aggregation and consumption of content, and brings
visibility and transparency to the real conversations, issues,
opportunities and business activities that are happening across your
value chain.

7. 8 Point Framework for Social Business
Assess
Monitor
Strategise
Social
Engage
Business
Create
Framework
Share
Protect
Par/cipate

8. Assess
Ø Brand – company or organisation, products & services
Ø Competitors
Ø Partners
Ø Customers
Brand
Customer
Ø Keywords (You)
Ø Presence
Ø Social Architecture Partner
Compe/tor
Ø Engagement

9. Strategise
Ø Link Social strategy to business drivers through
Ø Clear Goals and Objectives
Ø Prioritised into:
• Discrete programs
• Containing Initiatives
• Assigned Resources
• And Budgets
Ø …Addressing the Assessment findings

10. Create
Ø Compelling Presence
Ø On the networks and platforms where your customers are
Ø Valuable content through Owned Media
Ø Amplification through Earned Media – user generated content
and engagement
Ø Amplification through Shared Media – Communities where
customers, partners and employee’s co create and
collaborate
Ø Amplification through Paid and Promoted Media
Ø Interesting stories
Ø Calls to Action

11. Protect
Ø Social Media Guidelines are in place
Ø Crisis Management Plan developed and integrated
Ø Social Media Policy in place and consistent
Ø Regulatory Compliance considered
Ø Data collection, retention and archiving determined
Ø Employee protections are in place
Ø Company protections are in place
Ø Periodic risk assessment is conducted

12. Par/cipate
Ø Know Your F’s (fans, friends, followers)
Ø Influencers
Ø Customers
Ø Journalists
Ø Blogs
Ø Forums
Ø Communities
Ø Charity

13. Share
Ø Promote Content
Ø Use Video if it makes sense
Ø Recognition and Reward
Ø Curate
Ø Aggregate
Ø Gamification
Ø Mobile
Ø SEO / SEM

14. Engage
Ø Responsive
Ø Transparent
Ø Authentic
Ø Human
Ø Polls and Contests
Ø Promote others
Ø Benefits
Ø Recommendations

15. Monitor
Ø Monitoring Tools and Services decided
Ø Keyword & Location searches
Ø Competitor tracking
Ø Brand tracking
Ø Key measures agreed
Ø Integration in place
Ø Workflow and escalation processes defined
Ø Mobile considered

16. What
You
Need
to
Know
Ø No one wants a social relationship with your brand
Ø The basic tools may be free but becoming a social
business requires investment
Ø Becoming a social business is not a marketing campaign
but a cross functional business initiative
Ø Advocacy is the number ONE objective
Ø Creating a better customer experience is at the heart of
becoming a social business.
Ø You need to ‘shift gears’ in product management, HR,
Sales, Marketing, Support

17. Where
do
You
Start?
Ø Depends on your social ‘maturity’
Ø Starting Out – Assess!
Ø Foundation in place – Protect!
Ø Some programs running – Strategise!
Ø Active – Monitoring!

18. Next
Steps

19. Thank You
Ø www.iGo2group.com
Ø www.facebook/igo2
Ø www.twitter/igo2
Ø team@igo2group.com
Ø www.slideshare.net/iGo2Group