The Business of Being Social

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Social media’s reach extends far beyond digital marketing. Effectively used, social can remove organisational boundaries, improve communication, ramp product discovery, and make customers happier. Learn how HootSuite can be used to meet departmental goals and empower people across your organisation.

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  • Our group assumption going into this presentation – social works for marketing This presentation is about the power of the social organisation
  • Take a look at the lay of the land as it currently exists. In most large Enterprises there is a James/Emily. James is “The Social Guy” of the company. Others may also have social touchpoints but James has grasped the huge potential social has to offer and has probably had some success with social within his limited remit.
  • All Enterprises have a Company wide board level sanction communications strategy and a company wide board level sanction Internet strategy, as well as the infrastructure that goes along with these strategies to bring everyone in line and get the best from people. Could you imagine if every department had to source their own email provider? Why do we do that with social?
  • But on the subject of social media where communications & the internet come together there is either a very limited and restricted group of users, or no users at all. Could you imagine if every department had to source their own email provider? Why do we do that with social? Why not treat it as an organisational asset?
  • Treat social as a foundational tool for getting information from one side of the business to the other. Go back to the email address example – could you imagine trying to communicate that way? How effective would it be?
  • The bonus of making things feel like one group, is that you unlock tons of institutional knowledge and improves internal communications according to an MIT/Sloan study in the autumn of 2012http://sloanreview.mit.edu/article/the-key-to-social-media-success-within-organizations/Now we’re all onboard – we understand team goals, how they can use social, and the benefit of putting everyone on the same platform. How do we do that?
  • Annual Inbound Marketing report – HubSpot 2013SocialMedia delivers lower average CPLs (Cost per lead)The most recent State of Inbound Marketing denoted that those active in social have a higher lead to close rate, and a lower cost per customer acquisition rate
  • Social maturity - HootSuite has been 100% social since 2008We believe “Company wide engagement is the cornerstone of a Social Business”We let all employees interact with the public – yes, even FinanceRules are in place and the infrastructure that goes along with thatAnd that allows all our teams to communicate with each other on the same playing field.
  • When your world looks like this:ZenDesk, Evernote, SFDC, Tumblr, Yammer, NimbleYou need to make smart choices – make your team feel as though they’re using one tool to communicate, rather than having to translate their communications each time they move from team to team.In fact, some teams are not even aware that they can use social. Hard to make your org feel like one team, when each group has their own goals and language. Let’s briefly take a look at the overriding goals of each department and the usage of social for each
  • Goalof marketing is to bring in new sales leads and retain current customers
  • Sales goal is to grow their pipe and close business
  • Customer Service - Goal is to reduce churn and make customers happyFrom The Social Media Manifesto: The Best Customer Acquisition strategy is a customer retention strategyDev’s goal is to fix bugs and develop new material. Social allows Devs to communicate fixes, see new issues, and get feedback on new product usage fast!
  • HR’s goal is to bring in new peeps and maintain company culture
  • A top down approach – thisalmost never happens
  • This is typically how it happens – let’s walk through it in more detail
  • You start with the Fundamentals. It all started with Marketing and then closely by SupportYou now see other departments getting involved.
  • - Add in all departments and the need for coordination across departmentsEnter the C-Suite (Leveraging their influence in the market)Social has until recently been accomplished separate from all existing systemsWe now see the need to connect the existing workflows to social
  • - Add in all departments and the need for coordination across departmentsEnter the C-Suite (Leveraging their influence in the market)Social has until recently been accomplished separate from all existing systemsWe now see the need to connect the existing workflows to social
  • At buildout, a Social Organization includes all departments and employees in an organizationIt fosters and manages a coordinated effortIt’s workflows tie into the existing processes and systems currently deployed
  • The Business of Being Social

    1. 1. The Social BusinessJennifer Yorke@jenniferyorke#smlondon
    2. 2. HootSuite:Empowering the Social BusinessCOLLABORATION SECURITY ANALYTICS ENGAGEMENT
    3. 3. Social is more than Marketing
    4. 4. James
    5. 5. Social shouldbe a resource
    6. 6. We are all Social
    7. 7. “We want to use social media to tap intoconversations that our advocates are havingso we can find out howwe can best improve our serviceoffers for them”“A social business is a connect business.They are connected to their employees andcompetitors and can quickly adapt to theirecosystem”Jeremiah Owyang
    8. 8. Company-wide engagementis the cornerstone of aSocial Business
    9. 9. Marketing
    10. 10. Sales
    11. 11. Customer Service & Dev
    12. 12. Human Resources
    13. 13. Get social into the boardroom
    14. 14. Focus on one, the rest will Follow
    15. 15. Strategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/MobileMARKETINGSUPPORTSALESHRC-SUITER&DIT
    16. 16. C-SUITESUPPORTHRR&DITMARKETINGSALESStrategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/Mobile
    17. 17. C-SUITESUPPORTHRR&DITMARKETINGSALES CRMMARKETINGAUTOMATIONWEBANALYTICSCUSTOMERSERVICEPLATFORMStrategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/Mobile
    18. 18. THOUGHT LEADERSHIPEXECUTIVE PROFILESC-SUITECRMWEBANALYTICSSUPPORTHRR&DITMARKETINGSALESTECH LEADERSHIPINFLUENCER COMMUNITYMARKETINGAUTOMATIONCUSTOMERSERVICEPLATFORMWEBSITESDEMANDGENERATIONPERSONALACCOUNTSPERSONALCOROPORATEACCOUNTSINTERNALSOCIALNETWORKSINTERNALSOCIALNETWORKSStrategy/GoalsSocial PolicyWorkflowsComplianceFoundationsSecuritySocial AnalyticsAccess: Web/Mobile
    19. 19. “Businesses move from liking to leading whenthey look beyond social media and see howsocial technologies drive real business value.From marketing and sales to product andservice innovation, social is changing the waypeople connect and the way organisationssucceed.”
    20. 20. Thank You!Jennifer Yorke@jenniferyorkeJennifer.yorke@hootsuite.com

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