1.
Kapil Bhatia Kapilb@
SOCIAL BUSINESS

2.
This is not just another session.
It’s an invitation to change.
STOP

3.
THE WORLD HAS CHANGED
THE NEW
CONSUMER
ERA
THE NEW
MEDIA ERA
THE NEW
ERA OF
TECHNOLOGY
CONNECTED
NETWORKED
EMPOWERED

4.
MARKETING IS CHANGING
FROM
BROADCAST
SCHEDULED
MANAGEABLE PACE
STRUCTURED
ONE TO MANY
ONE VOICE
CONVERSATIONS
ALWAYS-ON
HYPER SPEED
OPEN
MANY TO MANY
MULITPLE VOICES
TO

5.
FROM USP TO USC
STORYABILITY CO-CREATION
SOCIAL CURRENCY
CONVERSATION

6.
BUT YOUR BUSINESS HASN’T
MARKETING
PUBLIc
relations
SALES
CUSTOMER
SERVICE
PRODUCT
DEVELOPMENT
“To stand out in a commoditized market, companies must
understand what customers truly value. The only way to do that is
to break down the traditional, often entrenched, silos and unite
resourses to focus directly on customer needs.”
~ Ranjay Gulat, Havard Business Review

7.
BRANDS MUST BECOME SOCIAL,
CONNECTED & AGILE

8.
Marketing department has set up a Facebook page.
Human resources department is thinking about using social
media as a recruiting tool.
Sales department isn’t quite sure how social media can deliver
qualified sales leads.
Employees are tweeting away about what they’re doing all
day at work.
IT department is worried about the threat of viruses and mal-
ware.
Customer Service department is overwhelmed by the amount
of content out there that needs monitoring.

9.
Challenge: Closed Business Culture
closed Collaborative connected
Silos, rigidity & information
hoarding vs collaboration
Freely sharing information and
knowledge internally while
acting more social externally
Connecting internal and external
ecosystems / communities for
mutual gain
“A new organizational structure is required to accommodate and benefit from the cul-
ture of sharing that social media has fueled over the last four years. The information
flow we all experience daily can no longer be organized into neat org-chart silos.”
~ Charlene Li, Author of Open Leadership

10.
Lack of coordination & integration
= CHAOS
“To suceed with empowered customers, you must empower your
employees to solve customer problems”
~ Josh Bernoff, Forrester Analyst & Author of Empowered

11.
SOCIAL BUSINESS is the transformation
of an organization bridging the external
with the internal, resulting in a more
connected way of doing business which
creates shared value for all stakeholders.

12.
Extend social media beyond marketing
social media USE DEPARTMENT
Advertising / Promotions
Public Relations
Customer Service
Market Research
Sales / Commerce
Product Development
Internal Communications
Recruiting
Marketing
Sales
Finance
Communications
Human Resources
Information Technology
Operations
Product Development
NOT JUST A MARKETING
FUNCTION.
Social media impacts the
entire organization. Embrace social
media internally and externally and
watch your organization grow from
the inside out and outside in.

13.
Social Business is the Connector
SOCIAL
BUSINESS
SALES
CUSTOMER
SERVICE
Public
relations
marketing
Supply
chain
human
resource
product
development
beyond business silos
Social Business Planning looks at
multiple operations across the
organization and identifies
opportunities for the integration of
doing business in a more social
way.
A social business is a
connected business.

14.
SOCIAL MEDIA IS EVOLVING TO SOCIAL BUSINESS
BUILDING BRAND
REPUTATION AND
VALUE
DEMONSTRATING OPENNESS AND RESPONSIVENESS
DELIVERING MORE RELEVANT CONTENT
DRIVING THIRD-PARTY ADVOCACY
CREATING
CUSTOMER
VALUE
INCREASING
OPERATING
EXCELLENCE
STRENGTHENING
WORKFORCE AND
CULTURE
ACTIVATING LOYALISTS
IMPROVING MARKETING EFFECTIVENESS
GETTING CUSTOMERS TO BUY
SHORTENING TIME TO MARKET
REDUCING COST IN DEVELOPMENT
TESTING IDEAS EARLIER
ENABLING EMPLOYEES TO ADVOCATE
TRAINING THE WORKFORCE
IMPROVING EMPLOYEE PERFOMANCE

15.
CONTINUOUS EVOLUTION
assesment Strategy organization engagement evaluation
Develop an approach to
undertake your social
business endeavor.
Decide where to start,
what the finish line
looks like and what the
organization is willing
to commit to get from
point A to point B.
Define a social busi-
ness strategy that out-
lines core objectives,
roadmap, measure-
ment, process and
technology integration.
Identify, evaluate and
prioritize stakeholder
needs and wants into
an overall stakeholder
engagement plan.
Align the organization
to fully harness the
power of social
permeating the internal
and external enterprise.
Enact the social media
strategy and engage
each major stakeholder
group through social
media.
Take a continuous
“measure and respond”
approach around social
media investments,
optimizing the
execution model based
on continuous
stakeholder feedback.
Becoming a social business is NOT A CAMPAIGN; it is a CONTINUOUS EVOLUTION

16.
Why become a social business
Clearly Established Vision & Governance
Strengthened Brand Reputation
Improved Customer Satisfaction
More Effective Knowledge Sharing
Deeper Employee Loyalty

17.
Kapil.Bhatia@squaddigital.com
Kapilb@
.... but
I have a
question