Michael Brito presented on social business and how it can deliver value. He discussed how social media is no longer a buzzword and how brands need to think like media companies. He outlined some of the internal challenges that social media "marketing" has caused for businesses. Brito proposed a social business planning model to bridge external and internal efforts. This model illustrates how collaboration, community engagement, operational excellence, and sales/revenue drive stakeholder value creation. He differentiated social brands which focus on external programs from social business which transforms the entire organization internally and externally.

1. Beyond A Buzzword:
Social Business Delivers
Michael Brito
SVP, Social Business
@Britopian
SOCIAL BUSINESS CONVERSATION
S.I. NEWHOUSE SCHOOL OF PUBLIC COMMUNICATIONS
PRESENTED BY MICHAEL BRITO, EDELMAN DIGITAL
@Britopian #NewhouseSM4

2. W
E LIVE IN A MULTI-SCREEN
ECONOMY

3. C
OMMUNICATION REACHES AFAR

4. B RANDS NEED TO START THINKING
LIKE MEDIA COMPANIES

5. E
VERYONE HAS A VOICE, INFLUENTIAL

6. CORE BUSINESS OBJECTIVES REMAIN THE SAME

7. SOCIAL
THE BRIGHT & SHINY OBJECT CALLED ….
MEDIA
@Britopian #NewhouseSM4

8. Social Media “Marketing” Has Caused
Internal Business Challenges
EMPLOYEES EXPANDING
Inappropriate use of social media Social media programs globally
INTERNAL NON-EXISTENT
Confusion of roles & responsibilities Governance models & Policies
INCONSISTENT DISJOINTED
Social media measurement practices Content & Community Practices
OUTDATED TECHNOLOGY
Crisis communications models Selection and adoption within the org
@Britopian #NewhouseSM4

9. Ushering In The Era of Social Business
Planning
“ Social business planning is the blueprint for the transformation of an
organization—BRIDGING THE EXTERNAL WITH INTERNAL, resulting in a
”
more connected way of doing business and shared value for all stakeholders.
@Britopian #NewhouseSM4

10. The Stakeholder Ecosystem Value
Creation Model
COLLABORATION COMMUNITY ENGAGEMENT
3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT
SOCIAL ENABLEMENT CUSTOMER SATISFACTION
OPERATIONAL
EXCELLENCE
SOCIAL BRAND
INTERNAL THE SOCIAL BUSINESS EXTERNAL
(employees) (customers, partners, media)
PROCESS SALES/REVENUE
4 IMPROVEMENT 1 CUSTOMER ADVOCACY
PRODUCT INNOVATION PRODUCT FEEDBACK
EMPLOYEE ADVOCACY
@Britopian #NewhouseSM4

11. Understanding The Social Brand Versus
Social Business
Programs
Community Management
Marketing
Customer Service
Communications
Events
Campaigns
Advocacy
Crisis
SOCIAL BRAND SOCIAL
SOCIAL BUSINESS
(External) ENTERPRISE(Intern
al)
Training
Process
Collaboration
Organization Models
Research & Development
Policies & Guidelines
Knowledge Sharing
Culture
Infrastructure
@Britopian #NewhouseSM4

12. Thank you!
Questions?
Email: Michael.Brito@edelman.com
@Britopian #NewhouseSM4