SlideShare a Scribd company logo
Social Business.
Social Business. 
Is not about social media.
Social Business. 
Is not about social media. 
Not even about marketing.
SOCIAL BUSINESS IS ABOUT 
PRODUCING OUTCOMES THAT 
MATTER TO THE BUSINESS… 
… through people.
This is our world today. 
Ad overload
This is our world today. 
Ad overload Channel overload 
Source : Qmee
This is our world today. 
Ad overload Channel overload Changing Buying Behavior 
Source : Qmee
BUYERS WAIT UNTIL THEY 
HAVE COMPLETED 60-80% OF 
THEIR RESEARCH BEFORE 
REACHING OUT TO VENDORS 
SiriusDecisions
THIS IS HOW THEY WAIT… 
The buyer, today 
Aware of the problem 
Search for solutions 
Consider solutions 
Build preference 
Buy the product
The seller 
Inspire & attract 
Educate & inform 
Direct to solutions 
Build trust 
Persuade 
THIS IS HOW THEY WAIT… 
The buyer, today 
Aware of the problem 
Search for solutions 
Consider solutions 
Build preference 
Buy the product
The seller 
Inspire & attract 
Educate & inform 
Direct to solutions 
Build trust 
Persuade 
THIS IS HOW THEY WAIT… 
The buyer, today 
Aware of the problem 
Search for solutions 
Consider solutions 
Build preference 
Buy the product 
research
The seller 
Inspire & attract 
Educate & inform 
Direct to solutions 
Build trust 
Persuade 
THIS IS HOW THEY WAIT… 
first contact 
The buyer, today 
Aware of the problem 
Search for solutions 
Consider solutions 
Build preference 
Buy the product 
research
THE END GOAL ISN’T A 
PURCHASE ACTION ANYMORE. 
THE NEW END-GOAL IS TRUST.
IN A SOCIAL BUSINESS, 
BUILDING TRUST IS DONE BY 
EMPLOYEES.
Customers and partners 
>>> TRUST & INTEREST <<< 
Marketing Sales Production 
& Logistics 
Customer 
Service 
Answer questions & business issues 
(with products and content) 
EMPLOYEES 
BUILD 
TRUST 
… 
…by answering questions to 
technical, personal or business issues
• Click to edit text 
• Second level 
So. 
• Third level 
• Fourth level 
• Fifth level
• Click to edit text 
• Second level 
So. 
Trust is built through content. 
• Third level 
• Fourth level 
• Fifth level
• Click to edit text 
• Second level 
So. 
Trust is built through content. 
And through social interactions. 
• Third level 
• Fourth level 
• Fifth level
• Click to edit text 
• Second level 
So. 
Trust is built through content. 
And through social interactions. 
• Third level 
• Fourth level 
• Fifth level 
Employees breathe life into that content.
• Click to edit text 
• Second level 
So. 
Trust is built through content. 
And through social interactions. 
• Third level 
• Fourth level 
• Fifth level 
Employees breathe life into that content. 
Without employees, everything falls…
• Click to edit text 
• Second level 
So. 
Trust is built through content. 
And through social interactions. 
• Third level 
• Fourth level 
• Fifth level 
Employees breathe life into that content. 
Without employees, everything falls… 
flat.
• Click to edit text 
• Second level 
FLAT. 
• Third level 
• Fourth level 
• Fifth level
SO,
SO, 
START CREATING A CULTURE
SO, 
START CREATING A CULTURE 
OF EDUCATION AND SHARING,
SO, 
START CREATING A CULTURE 
OF EDUCATION AND SHARING, 
INTERNALLY AND EXTERNALLY.
TRAIN EMPLOYEES ON NEW ROLES 
AND RESPONSIBILITIES 
• Evangelization 
• Content creation & 
amplification 
• Social media and escalation 
mechanisms 
• New roles, processes and 
governance
DEVELOP NEW PROCESSES 
TO LISTEN AND ANSWER TO 
CUSTOMERS
NEW PROCESSES TO 
“LISTEN” AND “ANSWER 
LISTEN 
ANSWERS 
EDITORIAL 
PLAN 
CREATION 
PROJECT MGMT 
PUBLISH & 
PROMOTE 
CONVERSATION 
MGMT 
MEASURE 
Business Objectives 
Marketing Strategy 
Brand DNA 
Roadmap 
SOCIAL MEDIA 
STRATEGY 
“themes” 
Content Marketing 
Strategy 
Content Strategy 
© HappiFish
CREATE YOUR 
ANSWERING TEAM
2 TYPES 
OF 
CONTENT 
A-team 
Orchestrated & planned 
content
2 TYPES 
OF 
CONTENT 
A-team Employee community 
Orchestrated & planned 
content 
Peer to Peer 
content
USE THE POWER OF EMPLOYEE 
CONTENT AMPLIFICATION 
300 employees 
150 contacts first degree 
22.500 second degree
USE THE POWER OF EMPLOYEE 
CONTENT AMPLIFICATION 
300 employees 
150 contacts first degree 
22.500 second degree
USE THE POWER OF EMPLOYEE 
CONTENT AMPLIFICATION 
300 employees 
150 contacts first degree 
22.500 second degree 
45.000 first degree 
6,7M second degree
LET’S LOOK AT
BEST PRACTICES FROM IBM, ADOBE, 
DELL Program IBM Adobe Dell 
Social policy X X X 
Employee enablement • Digital IBMer knowledge hub 
• Opt-in programs with 
rewards 
• Trainings with certificates & 
perks 
• Basic, intermediate & advanced training 
• Certification 
• Online and quarterly 
• Badges 
• Sharing master ontent calendars 
• Sharing weekly summary of content 
highlights 
• Adobe social platform 
• DL emails with sample tweets 
SMaC University interactive 
courses (mandatory and optional) 
SalesForce chatter 
Certification, badges & rewards 
Outside expert presentations 
Employee “unconferences” 
Culture programs • Online “Jam” Events 
• Hackatons 
• Technology adoption 
program 
• Forward thinker program 
• IBM Select 
• Client executive engagement 
• Centre of excellence 
• Forums for best practice sharing 
• External social media experts presenting 
• Opt-in based objectives 
• Social council 
• “Ask a pro” session 
SMaRT initiatives 
Customer advistory panel days 
Social Think Tanks 
Social outreach services 
SMaC Champions 
Mentoring • Social selling champions 
program 
• Social buddy program 
• Follow the leader program 
Influencer program • Smarter planet 
• Citizen IBM 
• IBM Research 
• Midsize Insider 
Too much to read, isn’t it ? 
• Process to communicate with internal Adobe 
evangelists and bloggers 
Dell Rockstar program 
Social listening command centre
Let’s see.
Let’s see. 
What have they done in common?
Let’s see. 
What have they done in common? 
What is it that made them a social business?
Let’s see. 
What have they done in common? 
What is it that made them a social business? 
And what can a smaller company learn from it?
THIS IS WHAT YOU CAN LEARN…
THIS… 
Employee enablement tools 
Social policy 
Training programs 
Gamification – certificates & perks 
Incentivation – course credit, recognition and other rewards
THIS… 
Employee enablement tools 
Social policy 
Training programs 
Gamification – certificates & perks 
Incentivation – course credit, recognition and other rewards 
Give clear objectives 
Enthusiastic employees after training, but often hesitant to go 
social. 
Once one particular objective has been reached, the employee 
moves to a new task
AND THIS… 
Let progress come organically 
Find the internal and external platforms that fit best
AND THIS… 
Let progress come organically 
Find the internal and external platforms that fit best 
Take a multi-lateral approach 
Both “bottom’s up” and a “top-down” approach 
Employees drive the change 
Executive leadership validates providing greater resources 
and rewards
AND THIS… 
Let progress come organically 
Find the internal and external platforms that fit best 
Take a multi-lateral approach 
Both “bottom’s up” and a “top-down” approach 
Employees drive the change 
Executive leadership validates providing greater resources 
and rewards 
Don’t boil the ocean - Build change into process 
Focus on small, reachable goals, re-evaluate constantly, and 
work toward larger goals
Want more practical details ? 
Check out this blog post
• Only corporate cultures rooted in trust can do this 
• Enrich your culture - content, sharing and social 
• Connect “peers to peers” – train, facilitate, remove 
barriers 
• Key team with power – involvement 
• Communicate the vision & show success 
KEY 
SUCCESS 
CRITERIA
www.happifish.be 
We are HappiFish. From Belgium. 
(You know, the land of chocolate and beer?) 
We help companies to create marketing that 
people actually want. 
Because we believe marketing should be 
relevant to customers.
www.happifish.be 
P.S. We slaved all day over this Powerpoint, for You. If you like this presentation, 
why not returning the favor by visiting our site and check out what we do?
GET IN 
TOUCH 
twitter.com/tomdebaere 
be.linkedin.com/in/tomdebaere 
www.b2bmarketingexperiences.com 
slideshare.net/tomdebaere

More Related Content

What's hot

EIA2019Italy - User Acquisition - Gilles De Clerck
EIA2019Italy - User Acquisition - Gilles De ClerckEIA2019Italy - User Acquisition - Gilles De Clerck
EIA2019Italy - User Acquisition - Gilles De Clerck
European Innovation Academy
 
Why It's Time to Kill the Cold Call Once and For All
Why It's Time to Kill the Cold Call Once and For AllWhy It's Time to Kill the Cold Call Once and For All
Why It's Time to Kill the Cold Call Once and For All
HubSpot
 
AIA2019 - Gilles de Glerck - Zero-Budget User Acquisition
AIA2019 - Gilles de Glerck - Zero-Budget User AcquisitionAIA2019 - Gilles de Glerck - Zero-Budget User Acquisition
AIA2019 - Gilles de Glerck - Zero-Budget User Acquisition
European Innovation Academy
 
EIA2018Italy - PJ Leimgruber - Growth Hacking with Google and other Tools
EIA2018Italy  - PJ Leimgruber - Growth Hacking with Google and other ToolsEIA2018Italy  - PJ Leimgruber - Growth Hacking with Google and other Tools
EIA2018Italy - PJ Leimgruber - Growth Hacking with Google and other Tools
European Innovation Academy
 
EIA2019Italy - Stories on Marketing Strategy - Maeghan Smulders
EIA2019Italy - Stories on Marketing Strategy - Maeghan SmuldersEIA2019Italy - Stories on Marketing Strategy - Maeghan Smulders
EIA2019Italy - Stories on Marketing Strategy - Maeghan Smulders
European Innovation Academy
 
The Content Formula: Calculate the ROI of Content Marketing & Never Waste Mon...
The Content Formula: Calculate the ROI of Content Marketing & Never Waste Mon...The Content Formula: Calculate the ROI of Content Marketing & Never Waste Mon...
The Content Formula: Calculate the ROI of Content Marketing & Never Waste Mon...
NewsCred
 
EIA2019HK - Customer Personas, Journeys, Surveys and Validation - Kameel Vohra
EIA2019HK - Customer Personas, Journeys, Surveys and Validation - Kameel VohraEIA2019HK - Customer Personas, Journeys, Surveys and Validation - Kameel Vohra
EIA2019HK - Customer Personas, Journeys, Surveys and Validation - Kameel Vohra
European Innovation Academy
 
[WMD 2016] Skurt >> Everette Taylor "Fueling growth through emotional intelli...
[WMD 2016] Skurt >> Everette Taylor "Fueling growth through emotional intelli...[WMD 2016] Skurt >> Everette Taylor "Fueling growth through emotional intelli...
[WMD 2016] Skurt >> Everette Taylor "Fueling growth through emotional intelli...
500 Startups
 
EIA2019Portugal - Landing Pages & Collecting Leads - P. J. Leimgruber
EIA2019Portugal - Landing Pages & Collecting Leads - P. J. LeimgruberEIA2019Portugal - Landing Pages & Collecting Leads - P. J. Leimgruber
EIA2019Portugal - Landing Pages & Collecting Leads - P. J. Leimgruber
European Innovation Academy
 
Visual guide to selling software as a service by @prezly
Visual guide to selling software as a service by @prezlyVisual guide to selling software as a service by @prezly
Visual guide to selling software as a service by @prezly
Prezly
 
How To Grow With Inbound Marketing
How To Grow With Inbound MarketingHow To Grow With Inbound Marketing
How To Grow With Inbound Marketing
HubSpot
 
The Science & Soul of Conversion
The Science & Soul of Conversion The Science & Soul of Conversion
The Science & Soul of Conversion
Growth Hacking Asia
 
Secrets of Successful Inbound Marketing
Secrets of Successful Inbound Marketing Secrets of Successful Inbound Marketing
Secrets of Successful Inbound Marketing
HubSpot
 
#INBOUND15 HubSpot Keynote - Dharmesh Shah
#INBOUND15 HubSpot Keynote - Dharmesh Shah #INBOUND15 HubSpot Keynote - Dharmesh Shah
#INBOUND15 HubSpot Keynote - Dharmesh Shah
HubSpot
 
How To Win With Inbound Marketing
How To Win With Inbound MarketingHow To Win With Inbound Marketing
How To Win With Inbound Marketing
Rapidan Inbound
 
How to Growth Hack Your Way to Startup Traction - Entrepreneurship 101
How to Growth Hack Your Way to Startup Traction - Entrepreneurship 101How to Growth Hack Your Way to Startup Traction - Entrepreneurship 101
How to Growth Hack Your Way to Startup Traction - Entrepreneurship 101
MaRS Discovery District
 
[#500Distro] The Billion Dollar Question
[#500Distro] The Billion Dollar Question	[#500Distro] The Billion Dollar Question
[#500Distro] The Billion Dollar Question
500 Startups
 
Building for scale
Building for scaleBuilding for scale
Building for scale
Lelemba Phiri
 
Growth Hack Your Way to Startup Traction by @rocketshp
Growth Hack Your Way to Startup Traction by @rocketshpGrowth Hack Your Way to Startup Traction by @rocketshp
Growth Hack Your Way to Startup Traction by @rocketshp
Rocketshp
 
EIA2019Italy - Landing Pages - Gilles De Clerck
EIA2019Italy - Landing Pages - Gilles De ClerckEIA2019Italy - Landing Pages - Gilles De Clerck
EIA2019Italy - Landing Pages - Gilles De Clerck
European Innovation Academy
 

What's hot (20)

EIA2019Italy - User Acquisition - Gilles De Clerck
EIA2019Italy - User Acquisition - Gilles De ClerckEIA2019Italy - User Acquisition - Gilles De Clerck
EIA2019Italy - User Acquisition - Gilles De Clerck
 
Why It's Time to Kill the Cold Call Once and For All
Why It's Time to Kill the Cold Call Once and For AllWhy It's Time to Kill the Cold Call Once and For All
Why It's Time to Kill the Cold Call Once and For All
 
AIA2019 - Gilles de Glerck - Zero-Budget User Acquisition
AIA2019 - Gilles de Glerck - Zero-Budget User AcquisitionAIA2019 - Gilles de Glerck - Zero-Budget User Acquisition
AIA2019 - Gilles de Glerck - Zero-Budget User Acquisition
 
EIA2018Italy - PJ Leimgruber - Growth Hacking with Google and other Tools
EIA2018Italy  - PJ Leimgruber - Growth Hacking with Google and other ToolsEIA2018Italy  - PJ Leimgruber - Growth Hacking with Google and other Tools
EIA2018Italy - PJ Leimgruber - Growth Hacking with Google and other Tools
 
EIA2019Italy - Stories on Marketing Strategy - Maeghan Smulders
EIA2019Italy - Stories on Marketing Strategy - Maeghan SmuldersEIA2019Italy - Stories on Marketing Strategy - Maeghan Smulders
EIA2019Italy - Stories on Marketing Strategy - Maeghan Smulders
 
The Content Formula: Calculate the ROI of Content Marketing & Never Waste Mon...
The Content Formula: Calculate the ROI of Content Marketing & Never Waste Mon...The Content Formula: Calculate the ROI of Content Marketing & Never Waste Mon...
The Content Formula: Calculate the ROI of Content Marketing & Never Waste Mon...
 
EIA2019HK - Customer Personas, Journeys, Surveys and Validation - Kameel Vohra
EIA2019HK - Customer Personas, Journeys, Surveys and Validation - Kameel VohraEIA2019HK - Customer Personas, Journeys, Surveys and Validation - Kameel Vohra
EIA2019HK - Customer Personas, Journeys, Surveys and Validation - Kameel Vohra
 
[WMD 2016] Skurt >> Everette Taylor "Fueling growth through emotional intelli...
[WMD 2016] Skurt >> Everette Taylor "Fueling growth through emotional intelli...[WMD 2016] Skurt >> Everette Taylor "Fueling growth through emotional intelli...
[WMD 2016] Skurt >> Everette Taylor "Fueling growth through emotional intelli...
 
EIA2019Portugal - Landing Pages & Collecting Leads - P. J. Leimgruber
EIA2019Portugal - Landing Pages & Collecting Leads - P. J. LeimgruberEIA2019Portugal - Landing Pages & Collecting Leads - P. J. Leimgruber
EIA2019Portugal - Landing Pages & Collecting Leads - P. J. Leimgruber
 
Visual guide to selling software as a service by @prezly
Visual guide to selling software as a service by @prezlyVisual guide to selling software as a service by @prezly
Visual guide to selling software as a service by @prezly
 
How To Grow With Inbound Marketing
How To Grow With Inbound MarketingHow To Grow With Inbound Marketing
How To Grow With Inbound Marketing
 
The Science & Soul of Conversion
The Science & Soul of Conversion The Science & Soul of Conversion
The Science & Soul of Conversion
 
Secrets of Successful Inbound Marketing
Secrets of Successful Inbound Marketing Secrets of Successful Inbound Marketing
Secrets of Successful Inbound Marketing
 
#INBOUND15 HubSpot Keynote - Dharmesh Shah
#INBOUND15 HubSpot Keynote - Dharmesh Shah #INBOUND15 HubSpot Keynote - Dharmesh Shah
#INBOUND15 HubSpot Keynote - Dharmesh Shah
 
How To Win With Inbound Marketing
How To Win With Inbound MarketingHow To Win With Inbound Marketing
How To Win With Inbound Marketing
 
How to Growth Hack Your Way to Startup Traction - Entrepreneurship 101
How to Growth Hack Your Way to Startup Traction - Entrepreneurship 101How to Growth Hack Your Way to Startup Traction - Entrepreneurship 101
How to Growth Hack Your Way to Startup Traction - Entrepreneurship 101
 
[#500Distro] The Billion Dollar Question
[#500Distro] The Billion Dollar Question	[#500Distro] The Billion Dollar Question
[#500Distro] The Billion Dollar Question
 
Building for scale
Building for scaleBuilding for scale
Building for scale
 
Growth Hack Your Way to Startup Traction by @rocketshp
Growth Hack Your Way to Startup Traction by @rocketshpGrowth Hack Your Way to Startup Traction by @rocketshp
Growth Hack Your Way to Startup Traction by @rocketshp
 
EIA2019Italy - Landing Pages - Gilles De Clerck
EIA2019Italy - Landing Pages - Gilles De ClerckEIA2019Italy - Landing Pages - Gilles De Clerck
EIA2019Italy - Landing Pages - Gilles De Clerck
 

Similar to How to Plan and Design your Social Business Culture?

LinkedIN B2B-2022.pdf
LinkedIN B2B-2022.pdfLinkedIN B2B-2022.pdf
LinkedIN B2B-2022.pdf
KevinSigliano
 
How to build a highly compelling talent brand via social media
How to build a highly compelling talent brand via social mediaHow to build a highly compelling talent brand via social media
How to build a highly compelling talent brand via social media
Leela Srinivasan
 
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
Blake Robinson
 
5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides
5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides
5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides
The HR Observer
 
LinkedIn Social HR Finding and Developing Top Talent - Dean DeLisle - The P...
LinkedIn Social HR   Finding and Developing Top Talent - Dean DeLisle - The P...LinkedIn Social HR   Finding and Developing Top Talent - Dean DeLisle - The P...
LinkedIn Social HR Finding and Developing Top Talent - Dean DeLisle - The P...
Social Jack
 
The New World of Work - Interactive Day San Diego Keynote
The New World of Work - Interactive Day San Diego KeynoteThe New World of Work - Interactive Day San Diego Keynote
The New World of Work - Interactive Day San Diego Keynote
Steve Patrizi
 
Employer Brand Playbook Webinar
Employer Brand Playbook WebinarEmployer Brand Playbook Webinar
Employer Brand Playbook Webinar
LinkedIn
 
Talent Magnetism
Talent Magnetism Talent Magnetism
Talent Magnetism
Cielo
 
Social Media/Social Business: Strategy and Management
Social Media/Social Business: Strategy and ManagementSocial Media/Social Business: Strategy and Management
Social Media/Social Business: Strategy and Management
Hamill Associates Ltd
 
Learning Insights for the New Year [WEBINAR]
Learning Insights for the New Year [WEBINAR]Learning Insights for the New Year [WEBINAR]
Learning Insights for the New Year [WEBINAR]
Kineo
 
Professional branding on LinkedIn
Professional branding on LinkedIn Professional branding on LinkedIn
Professional branding on LinkedIn
Joachim Ravoth
 
An Integrated Approach to B2B Lead Generation and Social Media
An Integrated Approach to B2B Lead Generation and Social MediaAn Integrated Approach to B2B Lead Generation and Social Media
An Integrated Approach to B2B Lead Generation and Social Media
Sanjeev Nambudiri
 
Digital Summit - Humanize Your Brand with Influencer Marketing from the Insid...
Digital Summit - Humanize Your Brand with Influencer Marketing from the Insid...Digital Summit - Humanize Your Brand with Influencer Marketing from the Insid...
Digital Summit - Humanize Your Brand with Influencer Marketing from the Insid...
Social Jack
 
GLIM Chennai Social Media Marketing Group20 Linkedin
GLIM Chennai Social Media Marketing Group20 LinkedinGLIM Chennai Social Media Marketing Group20 Linkedin
GLIM Chennai Social Media Marketing Group20 Linkedin
Prantor Chakravarty
 
GLIM Chennai Social Media Marketing Linkedin
GLIM Chennai Social Media Marketing LinkedinGLIM Chennai Social Media Marketing Linkedin
GLIM Chennai Social Media Marketing Linkedin
Prantor Chakravarty
 
GLIM Chennai Social Media Marketing Group20 linked in
GLIM Chennai Social Media Marketing Group20 linked inGLIM Chennai Social Media Marketing Group20 linked in
GLIM Chennai Social Media Marketing Group20 linked in
Prantor Chakravarty
 
What Makes Great Content? #Socialbakersupclose
What Makes Great Content? #SocialbakersupcloseWhat Makes Great Content? #Socialbakersupclose
What Makes Great Content? #Socialbakersupclose
Edelman
 
Beyond Cats: The basics of successful content marketing
Beyond Cats: The basics of successful content marketingBeyond Cats: The basics of successful content marketing
Beyond Cats: The basics of successful content marketing
Deirdre Walsh
 
Jump start your smb using social media
Jump start your smb using social mediaJump start your smb using social media
Jump start your smb using social media
Deluxe Corporation
 
Bunnings Big Social Data Analysis [Aug 2011] Media Monitoring
Bunnings Big Social Data Analysis [Aug 2011] Media MonitoringBunnings Big Social Data Analysis [Aug 2011] Media Monitoring
Bunnings Big Social Data Analysis [Aug 2011] Media Monitoring
KINSHIP digital
 

Similar to How to Plan and Design your Social Business Culture? (20)

LinkedIN B2B-2022.pdf
LinkedIN B2B-2022.pdfLinkedIN B2B-2022.pdf
LinkedIN B2B-2022.pdf
 
How to build a highly compelling talent brand via social media
How to build a highly compelling talent brand via social mediaHow to build a highly compelling talent brand via social media
How to build a highly compelling talent brand via social media
 
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
 
5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides
5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides
5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides
 
LinkedIn Social HR Finding and Developing Top Talent - Dean DeLisle - The P...
LinkedIn Social HR   Finding and Developing Top Talent - Dean DeLisle - The P...LinkedIn Social HR   Finding and Developing Top Talent - Dean DeLisle - The P...
LinkedIn Social HR Finding and Developing Top Talent - Dean DeLisle - The P...
 
The New World of Work - Interactive Day San Diego Keynote
The New World of Work - Interactive Day San Diego KeynoteThe New World of Work - Interactive Day San Diego Keynote
The New World of Work - Interactive Day San Diego Keynote
 
Employer Brand Playbook Webinar
Employer Brand Playbook WebinarEmployer Brand Playbook Webinar
Employer Brand Playbook Webinar
 
Talent Magnetism
Talent Magnetism Talent Magnetism
Talent Magnetism
 
Social Media/Social Business: Strategy and Management
Social Media/Social Business: Strategy and ManagementSocial Media/Social Business: Strategy and Management
Social Media/Social Business: Strategy and Management
 
Learning Insights for the New Year [WEBINAR]
Learning Insights for the New Year [WEBINAR]Learning Insights for the New Year [WEBINAR]
Learning Insights for the New Year [WEBINAR]
 
Professional branding on LinkedIn
Professional branding on LinkedIn Professional branding on LinkedIn
Professional branding on LinkedIn
 
An Integrated Approach to B2B Lead Generation and Social Media
An Integrated Approach to B2B Lead Generation and Social MediaAn Integrated Approach to B2B Lead Generation and Social Media
An Integrated Approach to B2B Lead Generation and Social Media
 
Digital Summit - Humanize Your Brand with Influencer Marketing from the Insid...
Digital Summit - Humanize Your Brand with Influencer Marketing from the Insid...Digital Summit - Humanize Your Brand with Influencer Marketing from the Insid...
Digital Summit - Humanize Your Brand with Influencer Marketing from the Insid...
 
GLIM Chennai Social Media Marketing Group20 Linkedin
GLIM Chennai Social Media Marketing Group20 LinkedinGLIM Chennai Social Media Marketing Group20 Linkedin
GLIM Chennai Social Media Marketing Group20 Linkedin
 
GLIM Chennai Social Media Marketing Linkedin
GLIM Chennai Social Media Marketing LinkedinGLIM Chennai Social Media Marketing Linkedin
GLIM Chennai Social Media Marketing Linkedin
 
GLIM Chennai Social Media Marketing Group20 linked in
GLIM Chennai Social Media Marketing Group20 linked inGLIM Chennai Social Media Marketing Group20 linked in
GLIM Chennai Social Media Marketing Group20 linked in
 
What Makes Great Content? #Socialbakersupclose
What Makes Great Content? #SocialbakersupcloseWhat Makes Great Content? #Socialbakersupclose
What Makes Great Content? #Socialbakersupclose
 
Beyond Cats: The basics of successful content marketing
Beyond Cats: The basics of successful content marketingBeyond Cats: The basics of successful content marketing
Beyond Cats: The basics of successful content marketing
 
Jump start your smb using social media
Jump start your smb using social mediaJump start your smb using social media
Jump start your smb using social media
 
Bunnings Big Social Data Analysis [Aug 2011] Media Monitoring
Bunnings Big Social Data Analysis [Aug 2011] Media MonitoringBunnings Big Social Data Analysis [Aug 2011] Media Monitoring
Bunnings Big Social Data Analysis [Aug 2011] Media Monitoring
 

Recently uploaded

Myrna Story of Leadership and Management
Myrna Story of Leadership and ManagementMyrna Story of Leadership and Management
Myrna Story of Leadership and Management
Waleed Kamal
 
Stuart Wilson the teams I have led - 2024
Stuart Wilson the teams I have led - 2024Stuart Wilson the teams I have led - 2024
Stuart Wilson the teams I have led - 2024
stuwilson.co.uk
 
All the Small Things - XP2024 Bolzano/Bozen
All the Small Things - XP2024 Bolzano/BozenAll the Small Things - XP2024 Bolzano/Bozen
All the Small Things - XP2024 Bolzano/Bozen
Alberto Brandolini
 
Designing and Sustaining Large-Scale Value-Centered Agile Ecosystems (powered...
Designing and Sustaining Large-Scale Value-Centered Agile Ecosystems (powered...Designing and Sustaining Large-Scale Value-Centered Agile Ecosystems (powered...
Designing and Sustaining Large-Scale Value-Centered Agile Ecosystems (powered...
Alexey Krivitsky
 
Enriching engagement with ethical review processes
Enriching engagement with ethical review processesEnriching engagement with ethical review processes
Enriching engagement with ethical review processes
strikingabalance
 
Colby Hobson: Residential Construction Leader Building a Solid Reputation Thr...
Colby Hobson: Residential Construction Leader Building a Solid Reputation Thr...Colby Hobson: Residential Construction Leader Building a Solid Reputation Thr...
Colby Hobson: Residential Construction Leader Building a Solid Reputation Thr...
dsnow9802
 
Addiction to Winning Across Diverse Populations.pdf
Addiction to Winning Across Diverse Populations.pdfAddiction to Winning Across Diverse Populations.pdf
Addiction to Winning Across Diverse Populations.pdf
Bill641377
 
一比一原版(QU毕业证)皇后大学毕业证如何办理
一比一原版(QU毕业证)皇后大学毕业证如何办理一比一原版(QU毕业证)皇后大学毕业证如何办理
一比一原版(QU毕业证)皇后大学毕业证如何办理
8p28uk6g
 
Conflict resololution,role of hr in resolution
Conflict resololution,role of hr in resolutionConflict resololution,role of hr in resolution
Conflict resololution,role of hr in resolution
Dr. Christine Ngari ,Ph.D (HRM)
 
Chart--Time Management.pdf How to time is spent
Chart--Time Management.pdf How to time is spentChart--Time Management.pdf How to time is spent
Chart--Time Management.pdf How to time is spent
spandane
 
The Management Guide: From Projects to Portfolio
The Management Guide: From Projects to PortfolioThe Management Guide: From Projects to Portfolio
The Management Guide: From Projects to Portfolio
Ahmed AbdelMoneim
 
Comparing Stability and Sustainability in Agile Systems
Comparing Stability and Sustainability in Agile SystemsComparing Stability and Sustainability in Agile Systems
Comparing Stability and Sustainability in Agile Systems
Rob Healy
 
Impact of Effective Performance Appraisal Systems on Employee Motivation and ...
Impact of Effective Performance Appraisal Systems on Employee Motivation and ...Impact of Effective Performance Appraisal Systems on Employee Motivation and ...
Impact of Effective Performance Appraisal Systems on Employee Motivation and ...
Dr. Nazrul Islam
 
Sethurathnam Ravi: A Legacy in Finance and Leadership
Sethurathnam Ravi: A Legacy in Finance and LeadershipSethurathnam Ravi: A Legacy in Finance and Leadership
Sethurathnam Ravi: A Legacy in Finance and Leadership
Anjana Josie
 
Ganpati Kumar Choudhary Indian Ethos PPT.pptx
Ganpati Kumar Choudhary Indian Ethos PPT.pptxGanpati Kumar Choudhary Indian Ethos PPT.pptx
Ganpati Kumar Choudhary Indian Ethos PPT.pptx
GanpatiKumarChoudhar
 
20240608 QFM019 Engineering Leadership Reading List May 2024
20240608 QFM019 Engineering Leadership Reading List May 202420240608 QFM019 Engineering Leadership Reading List May 2024
20240608 QFM019 Engineering Leadership Reading List May 2024
Matthew Sinclair
 
innovation in nursing practice, education and management.pptx
innovation in nursing practice, education and management.pptxinnovation in nursing practice, education and management.pptx
innovation in nursing practice, education and management.pptx
TulsiDhidhi1
 
Strategic Org Design with Org Topologies™
Strategic Org Design with Org Topologies™Strategic Org Design with Org Topologies™
Strategic Org Design with Org Topologies™
Alexey Krivitsky
 
12 steps to transform your organization into the agile org you deserve
12 steps to transform your organization into the agile org you deserve12 steps to transform your organization into the agile org you deserve
12 steps to transform your organization into the agile org you deserve
Pierre E. NEIS
 
Team Building and TUCKMANS MODEL Explained
Team Building and TUCKMANS MODEL ExplainedTeam Building and TUCKMANS MODEL Explained
Team Building and TUCKMANS MODEL Explained
iampriyanshujaiswal
 

Recently uploaded (20)

Myrna Story of Leadership and Management
Myrna Story of Leadership and ManagementMyrna Story of Leadership and Management
Myrna Story of Leadership and Management
 
Stuart Wilson the teams I have led - 2024
Stuart Wilson the teams I have led - 2024Stuart Wilson the teams I have led - 2024
Stuart Wilson the teams I have led - 2024
 
All the Small Things - XP2024 Bolzano/Bozen
All the Small Things - XP2024 Bolzano/BozenAll the Small Things - XP2024 Bolzano/Bozen
All the Small Things - XP2024 Bolzano/Bozen
 
Designing and Sustaining Large-Scale Value-Centered Agile Ecosystems (powered...
Designing and Sustaining Large-Scale Value-Centered Agile Ecosystems (powered...Designing and Sustaining Large-Scale Value-Centered Agile Ecosystems (powered...
Designing and Sustaining Large-Scale Value-Centered Agile Ecosystems (powered...
 
Enriching engagement with ethical review processes
Enriching engagement with ethical review processesEnriching engagement with ethical review processes
Enriching engagement with ethical review processes
 
Colby Hobson: Residential Construction Leader Building a Solid Reputation Thr...
Colby Hobson: Residential Construction Leader Building a Solid Reputation Thr...Colby Hobson: Residential Construction Leader Building a Solid Reputation Thr...
Colby Hobson: Residential Construction Leader Building a Solid Reputation Thr...
 
Addiction to Winning Across Diverse Populations.pdf
Addiction to Winning Across Diverse Populations.pdfAddiction to Winning Across Diverse Populations.pdf
Addiction to Winning Across Diverse Populations.pdf
 
一比一原版(QU毕业证)皇后大学毕业证如何办理
一比一原版(QU毕业证)皇后大学毕业证如何办理一比一原版(QU毕业证)皇后大学毕业证如何办理
一比一原版(QU毕业证)皇后大学毕业证如何办理
 
Conflict resololution,role of hr in resolution
Conflict resololution,role of hr in resolutionConflict resololution,role of hr in resolution
Conflict resololution,role of hr in resolution
 
Chart--Time Management.pdf How to time is spent
Chart--Time Management.pdf How to time is spentChart--Time Management.pdf How to time is spent
Chart--Time Management.pdf How to time is spent
 
The Management Guide: From Projects to Portfolio
The Management Guide: From Projects to PortfolioThe Management Guide: From Projects to Portfolio
The Management Guide: From Projects to Portfolio
 
Comparing Stability and Sustainability in Agile Systems
Comparing Stability and Sustainability in Agile SystemsComparing Stability and Sustainability in Agile Systems
Comparing Stability and Sustainability in Agile Systems
 
Impact of Effective Performance Appraisal Systems on Employee Motivation and ...
Impact of Effective Performance Appraisal Systems on Employee Motivation and ...Impact of Effective Performance Appraisal Systems on Employee Motivation and ...
Impact of Effective Performance Appraisal Systems on Employee Motivation and ...
 
Sethurathnam Ravi: A Legacy in Finance and Leadership
Sethurathnam Ravi: A Legacy in Finance and LeadershipSethurathnam Ravi: A Legacy in Finance and Leadership
Sethurathnam Ravi: A Legacy in Finance and Leadership
 
Ganpati Kumar Choudhary Indian Ethos PPT.pptx
Ganpati Kumar Choudhary Indian Ethos PPT.pptxGanpati Kumar Choudhary Indian Ethos PPT.pptx
Ganpati Kumar Choudhary Indian Ethos PPT.pptx
 
20240608 QFM019 Engineering Leadership Reading List May 2024
20240608 QFM019 Engineering Leadership Reading List May 202420240608 QFM019 Engineering Leadership Reading List May 2024
20240608 QFM019 Engineering Leadership Reading List May 2024
 
innovation in nursing practice, education and management.pptx
innovation in nursing practice, education and management.pptxinnovation in nursing practice, education and management.pptx
innovation in nursing practice, education and management.pptx
 
Strategic Org Design with Org Topologies™
Strategic Org Design with Org Topologies™Strategic Org Design with Org Topologies™
Strategic Org Design with Org Topologies™
 
12 steps to transform your organization into the agile org you deserve
12 steps to transform your organization into the agile org you deserve12 steps to transform your organization into the agile org you deserve
12 steps to transform your organization into the agile org you deserve
 
Team Building and TUCKMANS MODEL Explained
Team Building and TUCKMANS MODEL ExplainedTeam Building and TUCKMANS MODEL Explained
Team Building and TUCKMANS MODEL Explained
 

How to Plan and Design your Social Business Culture?

  • 1.
  • 3. Social Business. Is not about social media.
  • 4. Social Business. Is not about social media. Not even about marketing.
  • 5. SOCIAL BUSINESS IS ABOUT PRODUCING OUTCOMES THAT MATTER TO THE BUSINESS… … through people.
  • 6. This is our world today. Ad overload
  • 7. This is our world today. Ad overload Channel overload Source : Qmee
  • 8. This is our world today. Ad overload Channel overload Changing Buying Behavior Source : Qmee
  • 9. BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS SiriusDecisions
  • 10. THIS IS HOW THEY WAIT… The buyer, today Aware of the problem Search for solutions Consider solutions Build preference Buy the product
  • 11. The seller Inspire & attract Educate & inform Direct to solutions Build trust Persuade THIS IS HOW THEY WAIT… The buyer, today Aware of the problem Search for solutions Consider solutions Build preference Buy the product
  • 12. The seller Inspire & attract Educate & inform Direct to solutions Build trust Persuade THIS IS HOW THEY WAIT… The buyer, today Aware of the problem Search for solutions Consider solutions Build preference Buy the product research
  • 13. The seller Inspire & attract Educate & inform Direct to solutions Build trust Persuade THIS IS HOW THEY WAIT… first contact The buyer, today Aware of the problem Search for solutions Consider solutions Build preference Buy the product research
  • 14. THE END GOAL ISN’T A PURCHASE ACTION ANYMORE. THE NEW END-GOAL IS TRUST.
  • 15. IN A SOCIAL BUSINESS, BUILDING TRUST IS DONE BY EMPLOYEES.
  • 16. Customers and partners >>> TRUST & INTEREST <<< Marketing Sales Production & Logistics Customer Service Answer questions & business issues (with products and content) EMPLOYEES BUILD TRUST … …by answering questions to technical, personal or business issues
  • 17. • Click to edit text • Second level So. • Third level • Fourth level • Fifth level
  • 18. • Click to edit text • Second level So. Trust is built through content. • Third level • Fourth level • Fifth level
  • 19. • Click to edit text • Second level So. Trust is built through content. And through social interactions. • Third level • Fourth level • Fifth level
  • 20. • Click to edit text • Second level So. Trust is built through content. And through social interactions. • Third level • Fourth level • Fifth level Employees breathe life into that content.
  • 21. • Click to edit text • Second level So. Trust is built through content. And through social interactions. • Third level • Fourth level • Fifth level Employees breathe life into that content. Without employees, everything falls…
  • 22. • Click to edit text • Second level So. Trust is built through content. And through social interactions. • Third level • Fourth level • Fifth level Employees breathe life into that content. Without employees, everything falls… flat.
  • 23. • Click to edit text • Second level FLAT. • Third level • Fourth level • Fifth level
  • 24. SO,
  • 25. SO, START CREATING A CULTURE
  • 26. SO, START CREATING A CULTURE OF EDUCATION AND SHARING,
  • 27. SO, START CREATING A CULTURE OF EDUCATION AND SHARING, INTERNALLY AND EXTERNALLY.
  • 28. TRAIN EMPLOYEES ON NEW ROLES AND RESPONSIBILITIES • Evangelization • Content creation & amplification • Social media and escalation mechanisms • New roles, processes and governance
  • 29. DEVELOP NEW PROCESSES TO LISTEN AND ANSWER TO CUSTOMERS
  • 30. NEW PROCESSES TO “LISTEN” AND “ANSWER LISTEN ANSWERS EDITORIAL PLAN CREATION PROJECT MGMT PUBLISH & PROMOTE CONVERSATION MGMT MEASURE Business Objectives Marketing Strategy Brand DNA Roadmap SOCIAL MEDIA STRATEGY “themes” Content Marketing Strategy Content Strategy © HappiFish
  • 32. 2 TYPES OF CONTENT A-team Orchestrated & planned content
  • 33. 2 TYPES OF CONTENT A-team Employee community Orchestrated & planned content Peer to Peer content
  • 34. USE THE POWER OF EMPLOYEE CONTENT AMPLIFICATION 300 employees 150 contacts first degree 22.500 second degree
  • 35. USE THE POWER OF EMPLOYEE CONTENT AMPLIFICATION 300 employees 150 contacts first degree 22.500 second degree
  • 36. USE THE POWER OF EMPLOYEE CONTENT AMPLIFICATION 300 employees 150 contacts first degree 22.500 second degree 45.000 first degree 6,7M second degree
  • 38. BEST PRACTICES FROM IBM, ADOBE, DELL Program IBM Adobe Dell Social policy X X X Employee enablement • Digital IBMer knowledge hub • Opt-in programs with rewards • Trainings with certificates & perks • Basic, intermediate & advanced training • Certification • Online and quarterly • Badges • Sharing master ontent calendars • Sharing weekly summary of content highlights • Adobe social platform • DL emails with sample tweets SMaC University interactive courses (mandatory and optional) SalesForce chatter Certification, badges & rewards Outside expert presentations Employee “unconferences” Culture programs • Online “Jam” Events • Hackatons • Technology adoption program • Forward thinker program • IBM Select • Client executive engagement • Centre of excellence • Forums for best practice sharing • External social media experts presenting • Opt-in based objectives • Social council • “Ask a pro” session SMaRT initiatives Customer advistory panel days Social Think Tanks Social outreach services SMaC Champions Mentoring • Social selling champions program • Social buddy program • Follow the leader program Influencer program • Smarter planet • Citizen IBM • IBM Research • Midsize Insider Too much to read, isn’t it ? • Process to communicate with internal Adobe evangelists and bloggers Dell Rockstar program Social listening command centre
  • 40. Let’s see. What have they done in common?
  • 41. Let’s see. What have they done in common? What is it that made them a social business?
  • 42. Let’s see. What have they done in common? What is it that made them a social business? And what can a smaller company learn from it?
  • 43. THIS IS WHAT YOU CAN LEARN…
  • 44. THIS… Employee enablement tools Social policy Training programs Gamification – certificates & perks Incentivation – course credit, recognition and other rewards
  • 45. THIS… Employee enablement tools Social policy Training programs Gamification – certificates & perks Incentivation – course credit, recognition and other rewards Give clear objectives Enthusiastic employees after training, but often hesitant to go social. Once one particular objective has been reached, the employee moves to a new task
  • 46. AND THIS… Let progress come organically Find the internal and external platforms that fit best
  • 47. AND THIS… Let progress come organically Find the internal and external platforms that fit best Take a multi-lateral approach Both “bottom’s up” and a “top-down” approach Employees drive the change Executive leadership validates providing greater resources and rewards
  • 48. AND THIS… Let progress come organically Find the internal and external platforms that fit best Take a multi-lateral approach Both “bottom’s up” and a “top-down” approach Employees drive the change Executive leadership validates providing greater resources and rewards Don’t boil the ocean - Build change into process Focus on small, reachable goals, re-evaluate constantly, and work toward larger goals
  • 49. Want more practical details ? Check out this blog post
  • 50. • Only corporate cultures rooted in trust can do this • Enrich your culture - content, sharing and social • Connect “peers to peers” – train, facilitate, remove barriers • Key team with power – involvement • Communicate the vision & show success KEY SUCCESS CRITERIA
  • 51. www.happifish.be We are HappiFish. From Belgium. (You know, the land of chocolate and beer?) We help companies to create marketing that people actually want. Because we believe marketing should be relevant to customers.
  • 52. www.happifish.be P.S. We slaved all day over this Powerpoint, for You. If you like this presentation, why not returning the favor by visiting our site and check out what we do?
  • 53. GET IN TOUCH twitter.com/tomdebaere be.linkedin.com/in/tomdebaere www.b2bmarketingexperiences.com slideshare.net/tomdebaere

Editor's Notes

  1. Dunbars gemiddelde – 150 connecties eerstegraads, 22.500 tweedegraad x aantal medewerkers Tools zoals Social Seeder, GaggleAMP, Social Toaster, Ease Social
  2. Dunbars gemiddelde – 150 connecties eerstegraads, 22.500 tweedegraad x aantal medewerkers Tools zoals Social Seeder, GaggleAMP, Social Toaster, Ease Social
  3. Dunbars gemiddelde – 150 connecties eerstegraads, 22.500 tweedegraad x aantal medewerkers Tools zoals Social Seeder, GaggleAMP, Social Toaster, Ease Social