1. Building a foundation
for your
social business

2. Me
Business Consultant
Digital disruptor
Innovation strategist
@joemillward
Joemillward.com

3. Agenda
How to identify where you should be using social tools
within you organisation - LOOK
How to prepare for social implementation with a focus
on managing cultural change - PLAN
Roadmap for building a robust and engaged internal
network to support your social business - BEGIN
What level of resourcing you need to ensure sustained
change - MAINTAIN

4. Social Business in
Australia today
Marketing focused
Platform focused
Centralised or organic approach
Tactical not Strategic

5. Decentralised (Organic)
- Organic Growth
- Authentic
- Experimental
- Not Coordinated

6. Hierarchy of Social Business Needs

7. Centralised
- One department controls all efforts
- Consistent
- May not be as authentic

8. Hierarchy of Social Business Needs

9. Hub and Spoke
- One hub sets rules & procedures
- Business units undertake own efforts
- Spread widely around the org
- Takes time

10. Hierarchy of Social Business Needs

11. Multiple Hub and Spoke or “Dandelion”
- Similar to Hub & Spoke but across
multiple brands and units
- Units have autonomy

12. Hierarchy of Social Business Needs

13. Holistic or “Honeycomb”
- Each employee is empowered
- Unlike Decentralised , employees
are organised
- Innovative and experimental

14. Hierarchy of Social Business Needs

15. LOOK
How to identify where you should be using social tools within you
organisation
Internal communication audit – both traditional / digital
Pinpoint inefficiencies and duplications
Recognise new communication opportunities
Research appropriate tools & systems

16. INTERNAL PLATFORMS

17. PLAN
How to prepare for social implementation with a focus on
managing cultural change
Identify which business units/ individuals are already engaged
Develop a pilot program centered around a single measurable
business outcome
Monitor progress and adjust, measure and record results
Use pilot results to tailor strategy for overall social business plan
Utilise pilot participants as “Social business champions”
throughout the company

18. BEGIN
Roadmap for building a robust and engaged internal network to
support your social business
Participation should come from all levels of the organisation –
from C – Level down
Training and guidelines are essential, but all participants should
have ability to provide ideas for innovation or improvements
Gamification and other incentives will assist with adoption
All efforts need to be linked to measurable business outcomes
Social platforms need to be integrated into daily
activities, meetings, reports, etc

19. MAINTAIN
What level of resourcing you need to ensure sustained
change
Dedicated team to focus on:
Implementation & Training
Maintenance & tactics
Strategy and innovation
Utilise management and monitoring tools to reduce
maintenance resourcing

20. FINAL THOUGHTS
Implementing social business principles inside the
lessens the risk and reduces the resources needed to
implement social media externally by utilising trained
and engaged talent across the organisation.

21. QUESTIONS?

22. Thank you
Joe Millward
@joemillward
Joemillward.com