This document discusses using social media as an enterprise framework for businesses. It describes how social interaction between people through distributed communications media can be structured into a framework for organizations to meet the demands of real-time communications. The key elements of such a framework include people like leadership councils, processes like social media guidelines and platforms, and technologies for listening, analysis and community engagement. Examples are given of businesses that have successfully adopted aspects of a social media enterprise framework, such as DellOutlet using Twitter sales and CNN using social media for citizen journalism.
15. Consumers are in control
Consumers = Markets
Markets are
empowered to redefine
the Business/Brand
relationship
Markets are more
influential than ever
16. Consumers are in control
Consumers = Markets
Markets are
empowered to redefine
the Business/Brand
relationship
Markets are more
influential than ever
17. Social Media Challenges
Enterprise hierarchies
communicate
inefficiently and
Markets are very
efficient
Social Media
accelerating the shift
18. Social Media Challenges
Enterprise hierarchies
communicate
inefficiently and
Markets are very
efficient
Social Media
accelerating the shift
27. Dell Outlet
Dell Outlet sold
over $3 million
worth of
computers
through Twitter!
http://business.twitter.com/twitter101/case_dell
28. Apple iPhone App Store
Leveraging open vs.
controlled distribution
systems. Using the
wisdom of crowds to
shape product
development
29. CNN iReport
Consumer driven media
organized for social
communication.
Activation of the
technology and the
alignment with broadcast
medium to enable the
medium as a personal
search engine
30. Best Buy Twelpforce
Activate employees to
listen, engage and
respond to the Best Buy
customer base on
Twitter. Amplifying the
potential of the otherwise
confined knowledge
base
31. Where to start?
Search Align your message with
the community
Explore insights from
your existing outposts: Use ad planning tools
to gain insights about
.com consumer behavior
Social Media Quantcast
Short URL’s
Facebook Ad
Planner
Raising awareness
So instead of using Twitter just to let people know about deals, the company has come to think of it as a good place to interact with customers—and to raise awareness about the brand. “When we respond to people on Twitter, they get really excited, and we gain advocates.”
That doesn’t mean Dell Outlet has abandoned the deals. In fact, the company often posts offers that are exclusive to Twitter. They twitter only a few times a week so as not to spam their followers, and they use tracking URLs to gauge what followers find most appealing.
Increasing sales
Do the coupons work? Big time. Not only do they get retweeted and picked up by coupon sites—both of which spread the brand name—they also drive sales. Dell Outlet has booked more than $3 million in revenue attributable to its Twitter posts. In addition, the division has done research showing that awareness of the outlet has grown, too. “The uplift has been more than we dreamed,” says Nelson.
Best Buys' new approach to Twitter and I had one of my "ah ha" moments. Best Buys, who have branded themselves in the past as the discount electronics store that offers more knowledgeable employees in their retail stores over other discount electronics retailers and even offered speciality help with it's GeekSquad has launched a service that uses Twitter to answer questions. The program, which is called Twelpforce, is a pretty simple idea, employees sign up on a website with their Twitter ID and when they Tweet using the hash-tag #tweplforce the Tweet is moved to the @twelpforce handle with attribution back to the employee (via @employee handle). The Tweet also shows up on the web site www.bbyconnect.appspot.com (Best Buy Connect), where all Best Buy Twelpforce Tweets are aggregated for search and review. All the employee instructions are also posted in a most transparent way right on the public web site (bravo!). This approach is about as web 2.0ish as you can get, transparent, spreading input across a wide / broad base, shared control and allowing employees to self select what and when they answer questions while using wisdom of crowds to provide a set of answers and comments for customers to review. The concept could work because it's not replacing traditional customer service but instead augmenting it in a new way, it brings the experience of asking the expert in the store to an online searchable real-time conversation. I suppose this process only works for certain types of businesses where there is a broad set of very knowledgeable employees outside of customer service that could address customer questions. It will be interesting to watch as this service, which is only a week or so old, catches on with customers and employees.