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Becoming a Social Business

 A Framework to Evolve from a Social Brand
          to a Social Business




iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions
Techtonic Forces in Business Today


        Mobile	
        Local	
  

Social	
         Your	
             Cloud	
  
               Business	
  
                Future	
  
Creating Customer Value

     From Social Brand                              To Social Business
     Ø  A social brand focuses on external         Ø  A social business focuses on internal
         communications                                 communications.
     Ø  A social brand is all about                Ø  A social business is all about
         engagement with the social                     engagement with employees.
         customer.                                  Ø  A social business should be owned by
     Ø  A social brand is owned by                     the entire organization
         marketing
                                                    Ø  A social business is measured by
     Ø  A social brand is measured by                  organizational change.
         clicks, impressions, reach, Likes,
         comments, RTs, etc.                        Ø  Most investments in social business
                                                        initiatives revolve around internal
     Ø  With a social brand, budgets are
                                                        communities, social technologies, and
         usually allocated toward agencies,
                                                        training.
         community management, Facebook
         applications, blog development, etc.
Thanks	
  to	
  Michael	
  Brito	
  
What is a Social Business?




Thanks	
  to	
  Michael	
  Brito	
  
Characteristics of a Social Business

Ø  Is Customer Centric
Ø  Creates valuable Content
Ø  Social is Cross functional
Ø  Is Adaptive
Ø  Collaborates in all key processes
Ø  Seek to create Communities inside and outside the
    firewall
Ø  Shows Empathy and a Human side
Ø  Participation is encouraged (Engage without Fear)
What is a Social Business

Ø  Views its entire value chain as a set of collaborative networks called
    communities and embraces technology that focuses on the
    relationships, conversations and business activities that occur in these
    networks.
Ø  View communities as a strategic common space for colleagues,
    customers and partners to communicate, innovate ideas, ask questions,
    share knowledge, search and filters on hashtags.
Ø  Rethink the way information is published, consumed and shared
    throughout your ecosystem and embrace the activity stream as your
    primary collaboration dashboard.
Ø  Think in terms of communities and embrace technology that provides an
    integrated collaboration experience, simplifies the process of sharing
    and connecting people, accelerates ideation and expertise discovery,
    streamlines the aggregation and consumption of content, and brings
    visibility and transparency to the real conversations, issues,
    opportunities and business activities that are happening across your
    value chain.
8 Point Framework for Social Business
                                 Assess	
  


                Monitor	
                       Strategise	
  




                                 Social	
  
   Engage	
                    Business	
                        Create	
  
                              Framework	
  




                 Share	
                         Protect	
  


                               Par/cipate	
  
Assess	
  

Ø  Brand – company or organisation, products & services
Ø  Competitors
Ø  Partners
Ø  Customers
                                                 Brand	
  
                                  Customer	
  
Ø  Keywords                                     (You)	
  



Ø  Presence
Ø  Social Architecture            Partner	
   Compe/tor	
  


Ø  Engagement
Strategise	
  


Ø  Link Social strategy to business drivers through
Ø  Clear Goals and Objectives
Ø  Prioritised into:
   •    Discrete programs
   •    Containing Initiatives
   •    Assigned Resources
   •    And Budgets


Ø  …Addressing the Assessment findings
Create	
  

Ø  Compelling Presence
Ø  On the networks and platforms where your customers are
Ø  Valuable content through Owned Media
Ø  Amplification through Earned Media – user generated content
    and engagement
Ø  Amplification through Shared Media – Communities where
    customers, partners and employee’s co create and
    collaborate
Ø  Amplification through Paid and Promoted Media
Ø  Interesting stories
Ø  Calls to Action
Protect	
  

Ø  Social Media Guidelines are in place
Ø  Crisis Management Plan developed and integrated
Ø  Social Media Policy in place and consistent
Ø  Regulatory Compliance considered
Ø  Data collection, retention and archiving determined
Ø  Employee protections are in place
Ø  Company protections are in place
Ø  Periodic risk assessment is conducted
Par/cipate	
  

Ø  Know Your F’s (fans, friends, followers)
Ø  Influencers
Ø  Customers
Ø  Journalists
Ø  Blogs
Ø  Forums
Ø  Communities
Ø  Charity
Share	
  

Ø  Promote Content
Ø  Use Video if it makes sense
Ø  Recognition and Reward
Ø  Curate
Ø  Aggregate
Ø  Gamification
Ø  Mobile
Ø  SEO / SEM
Engage	
  

Ø  Responsive
Ø  Transparent
Ø  Authentic
Ø  Human
Ø  Polls and Contests
Ø  Promote others
Ø  Benefits
Ø  Recommendations
Monitor	
  

Ø  Monitoring Tools and Services decided
Ø  Keyword & Location searches
Ø  Competitor tracking
Ø  Brand tracking
Ø  Key measures agreed
Ø  Integration in place
Ø  Workflow and escalation processes defined
Ø  Mobile considered
What	
  You	
  Need	
  to	
  Know	
  

Ø  No one wants a social relationship with your brand
Ø  The basic tools may be free but becoming a social
    business requires investment
Ø  Becoming a social business is not a marketing campaign
    but a cross functional business initiative
Ø  Advocacy is the number ONE objective
Ø  Creating a better customer experience is at the heart of
    becoming a social business.
Ø  You need to ‘shift gears’ in product management, HR,
    Sales, Marketing, Support
Where	
  do	
  You	
  Start?	
  

Ø  Depends on your social ‘maturity’
Ø  Starting Out – Assess!
Ø  Foundation in place – Protect!
Ø  Some programs running – Strategise!
Ø  Active – Monitoring!
Next	
  Steps	
  
Thank You

Ø  www.iGo2group.com
Ø  www.facebook/igo2
Ø  www.twitter/igo2
Ø  team@igo2group.com
Ø  www.slideshare.net/iGo2Group

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8 point framework for social business

  • 1. Becoming a Social Business A Framework to Evolve from a Social Brand to a Social Business iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions
  • 2. Techtonic Forces in Business Today Mobile   Local   Social   Your   Cloud   Business   Future  
  • 3. Creating Customer Value From Social Brand To Social Business Ø  A social brand focuses on external Ø  A social business focuses on internal communications communications. Ø  A social brand is all about Ø  A social business is all about engagement with the social engagement with employees. customer. Ø  A social business should be owned by Ø  A social brand is owned by the entire organization marketing Ø  A social business is measured by Ø  A social brand is measured by organizational change. clicks, impressions, reach, Likes, comments, RTs, etc. Ø  Most investments in social business initiatives revolve around internal Ø  With a social brand, budgets are communities, social technologies, and usually allocated toward agencies, training. community management, Facebook applications, blog development, etc. Thanks  to  Michael  Brito  
  • 4. What is a Social Business? Thanks  to  Michael  Brito  
  • 5. Characteristics of a Social Business Ø  Is Customer Centric Ø  Creates valuable Content Ø  Social is Cross functional Ø  Is Adaptive Ø  Collaborates in all key processes Ø  Seek to create Communities inside and outside the firewall Ø  Shows Empathy and a Human side Ø  Participation is encouraged (Engage without Fear)
  • 6. What is a Social Business Ø  Views its entire value chain as a set of collaborative networks called communities and embraces technology that focuses on the relationships, conversations and business activities that occur in these networks. Ø  View communities as a strategic common space for colleagues, customers and partners to communicate, innovate ideas, ask questions, share knowledge, search and filters on hashtags. Ø  Rethink the way information is published, consumed and shared throughout your ecosystem and embrace the activity stream as your primary collaboration dashboard. Ø  Think in terms of communities and embrace technology that provides an integrated collaboration experience, simplifies the process of sharing and connecting people, accelerates ideation and expertise discovery, streamlines the aggregation and consumption of content, and brings visibility and transparency to the real conversations, issues, opportunities and business activities that are happening across your value chain.
  • 7. 8 Point Framework for Social Business Assess   Monitor   Strategise   Social   Engage   Business   Create   Framework   Share   Protect   Par/cipate  
  • 8. Assess   Ø  Brand – company or organisation, products & services Ø  Competitors Ø  Partners Ø  Customers Brand   Customer   Ø  Keywords (You)   Ø  Presence Ø  Social Architecture Partner   Compe/tor   Ø  Engagement
  • 9. Strategise   Ø  Link Social strategy to business drivers through Ø  Clear Goals and Objectives Ø  Prioritised into: •  Discrete programs •  Containing Initiatives •  Assigned Resources •  And Budgets Ø  …Addressing the Assessment findings
  • 10. Create   Ø  Compelling Presence Ø  On the networks and platforms where your customers are Ø  Valuable content through Owned Media Ø  Amplification through Earned Media – user generated content and engagement Ø  Amplification through Shared Media – Communities where customers, partners and employee’s co create and collaborate Ø  Amplification through Paid and Promoted Media Ø  Interesting stories Ø  Calls to Action
  • 11. Protect   Ø  Social Media Guidelines are in place Ø  Crisis Management Plan developed and integrated Ø  Social Media Policy in place and consistent Ø  Regulatory Compliance considered Ø  Data collection, retention and archiving determined Ø  Employee protections are in place Ø  Company protections are in place Ø  Periodic risk assessment is conducted
  • 12. Par/cipate   Ø  Know Your F’s (fans, friends, followers) Ø  Influencers Ø  Customers Ø  Journalists Ø  Blogs Ø  Forums Ø  Communities Ø  Charity
  • 13. Share   Ø  Promote Content Ø  Use Video if it makes sense Ø  Recognition and Reward Ø  Curate Ø  Aggregate Ø  Gamification Ø  Mobile Ø  SEO / SEM
  • 14. Engage   Ø  Responsive Ø  Transparent Ø  Authentic Ø  Human Ø  Polls and Contests Ø  Promote others Ø  Benefits Ø  Recommendations
  • 15. Monitor   Ø  Monitoring Tools and Services decided Ø  Keyword & Location searches Ø  Competitor tracking Ø  Brand tracking Ø  Key measures agreed Ø  Integration in place Ø  Workflow and escalation processes defined Ø  Mobile considered
  • 16. What  You  Need  to  Know   Ø  No one wants a social relationship with your brand Ø  The basic tools may be free but becoming a social business requires investment Ø  Becoming a social business is not a marketing campaign but a cross functional business initiative Ø  Advocacy is the number ONE objective Ø  Creating a better customer experience is at the heart of becoming a social business. Ø  You need to ‘shift gears’ in product management, HR, Sales, Marketing, Support
  • 17. Where  do  You  Start?   Ø  Depends on your social ‘maturity’ Ø  Starting Out – Assess! Ø  Foundation in place – Protect! Ø  Some programs running – Strategise! Ø  Active – Monitoring!
  • 19. Thank You Ø  www.iGo2group.com Ø  www.facebook/igo2 Ø  www.twitter/igo2 Ø  team@igo2group.com Ø  www.slideshare.net/iGo2Group