This document discusses social business and how to operationalize it within an organization. It begins by discussing how social media has caused challenges for businesses and outlines a model for social business value creation. It then provides recommendations for establishing a social media center of excellence, including evaluating the social landscape, establishing roles and teams, and operationalizing the center. The document also discusses content creation workflows, building a real-time listening center, expanding programs globally, and operationalizing the content marketing process.
Social Media effect on today's enterprise, What are Social Brands and Social Enterprises, and the difference between them.
How should leaders consider integration of Social Media in the organization, and much more..
Contact raz@kinshipdigital.com for presentation notes.
Online communities have taken hold among businesses, to connect employees, customers and partners. However, community management as a profession is largely misunderstood and inadequately resourced. We created this book to raise the literacy level among businesses on what community managers actually do, and for community managers to have a trusted guide in their daily jobs. This guide addresses at a high level the strategy, design and everyday execution of a successful and healthy community.
Authors: Maria Ogneva, Matt Jensen, Molly Bugler
Interacting with Social Media to Strengthen Communication StrategiesVisible Technologies
Aberdeen Group research firm is one of the premier analyst firms covering the social media landscape, and Dell is highly regarded as a world-class leader in social media strategy. Don't miss this rare opportunity to hear from both organizations in a live PRWeek/Visible Technologies webcast Interacting with Social Media to Strengthen Communication Strategies, featuring Jeff Zabin, Aberdeen Group research analyst and an industry case study from Bob Pearson, Dell VP of communities and conversations.
Social Media effect on today's enterprise, What are Social Brands and Social Enterprises, and the difference between them.
How should leaders consider integration of Social Media in the organization, and much more..
Contact raz@kinshipdigital.com for presentation notes.
Online communities have taken hold among businesses, to connect employees, customers and partners. However, community management as a profession is largely misunderstood and inadequately resourced. We created this book to raise the literacy level among businesses on what community managers actually do, and for community managers to have a trusted guide in their daily jobs. This guide addresses at a high level the strategy, design and everyday execution of a successful and healthy community.
Authors: Maria Ogneva, Matt Jensen, Molly Bugler
Interacting with Social Media to Strengthen Communication StrategiesVisible Technologies
Aberdeen Group research firm is one of the premier analyst firms covering the social media landscape, and Dell is highly regarded as a world-class leader in social media strategy. Don't miss this rare opportunity to hear from both organizations in a live PRWeek/Visible Technologies webcast Interacting with Social Media to Strengthen Communication Strategies, featuring Jeff Zabin, Aberdeen Group research analyst and an industry case study from Bob Pearson, Dell VP of communities and conversations.
In his new book, Steven advises companies to become conversation companies. A conversation company is a very consumer oriented company, relying on the power of people and using social media as a perfect partner. The Conversation Company invests in 4 C's to optimize its conversation potential: customer experience, conversation management, content, collaboration. This report gives an update to which extent companies are investing in these 4 dimensions.
It's the end of 2010, and a majority of companies have ventured into social media as a publishing channel. Yet many aren't seeing the results they'd hoped for. That's because of the approach.
This whitepaper explores the concept of Engagement, Influence and Activation as end goals to corporate social media, not as a publishing channel but as a way to better connect, share and interact with your markets.
Your contact database is arguably your most precious asset, but it can't realize its full potential unless it is properly organized, managed, and tracked. In this class, we will cover various tools and methods that will help you create a comprehensive contact management process. You will learn how to make the most out of your business contacts by effectively using programs like Mailchimp and Social Media to track e-mail campaigns, lead generation, and conversion rates.
TAKEAWAYS
• Identify and evaluate various tools/methods for managing your contact database
• Understand how Mail Chimp integrates contact management and e-mail campaigns
• How to market to targeted contacts via Social Media
The (Im)possible Role of the Social Media ManagerCarrie Kerpen
Your social media team is falling short -- and it's not their fault. It's time to reevaluate your business objectives and SPARK across departments. Learn how to create a Social Media Forum that staffs for success.
Social Media Inside The Brand: DuPont Case Study
Learn first-hand about the internal battles, struggles and success you can expect in the Wild West world of Social Media. Hear about the legal aspects of Social Media, how to develop a proper Social Media Marketing policy, and how to sell a "word of mouth" project internally.
* Gary Spangler, eMarketing, DuPont
While Twitter, Facebook and YouTube are the current rage, most marketers are struggling with how to measure social media effectiveness and maximize ROI. Solving this challenge is the key to long-term success for not just social media – but for all of marketing.
Larry Weber of W2 Group and Alexander Mouldovan of Crowd Factory discuss how marketers can answer the measurement challenge.
In an interview from the summer 2011 edition of "sparks," from Catalyst Strategies, LiveWorld CEO Peter Friedman explains how "social media is transforming interactions and brands through dialogue and relationships."
More highlights from Peter's interview can also be found on the LiveWorld SocialVoice blog: http://www.liveworld.com/socialvoice/2011/06/10/social-media-business-growth/
Qantas Grounding Takes Off in Social MediaiGo2 Pty Ltd
When Qantas Airways grounded its fleet in a dispute with unions it ultimately effected 110,000 travelers world-wide. The event caused a social media storm, and we track some of that in this analysis. The question is now, will Qantas step up to the plate and transform itself from a social brand into a social business in order to help it's recovery?
Utilizando redes sociales para la innovación en servicios de telecomunicacion...IBMSSA
En Social Business, las personas se conectan e interactuan en espacios digitales más allá de la empresa, creando valor y alcanzo los objetivos de negocios.
I interviewed the experts in MROCs -- here's what I learned from them, and presented to a professional conference in Prague in 2010.
This is the detailed paper that accompanied the presentation.
In his new book, Steven advises companies to become conversation companies. A conversation company is a very consumer oriented company, relying on the power of people and using social media as a perfect partner. The Conversation Company invests in 4 C's to optimize its conversation potential: customer experience, conversation management, content, collaboration. This report gives an update to which extent companies are investing in these 4 dimensions.
It's the end of 2010, and a majority of companies have ventured into social media as a publishing channel. Yet many aren't seeing the results they'd hoped for. That's because of the approach.
This whitepaper explores the concept of Engagement, Influence and Activation as end goals to corporate social media, not as a publishing channel but as a way to better connect, share and interact with your markets.
Your contact database is arguably your most precious asset, but it can't realize its full potential unless it is properly organized, managed, and tracked. In this class, we will cover various tools and methods that will help you create a comprehensive contact management process. You will learn how to make the most out of your business contacts by effectively using programs like Mailchimp and Social Media to track e-mail campaigns, lead generation, and conversion rates.
TAKEAWAYS
• Identify and evaluate various tools/methods for managing your contact database
• Understand how Mail Chimp integrates contact management and e-mail campaigns
• How to market to targeted contacts via Social Media
The (Im)possible Role of the Social Media ManagerCarrie Kerpen
Your social media team is falling short -- and it's not their fault. It's time to reevaluate your business objectives and SPARK across departments. Learn how to create a Social Media Forum that staffs for success.
Social Media Inside The Brand: DuPont Case Study
Learn first-hand about the internal battles, struggles and success you can expect in the Wild West world of Social Media. Hear about the legal aspects of Social Media, how to develop a proper Social Media Marketing policy, and how to sell a "word of mouth" project internally.
* Gary Spangler, eMarketing, DuPont
While Twitter, Facebook and YouTube are the current rage, most marketers are struggling with how to measure social media effectiveness and maximize ROI. Solving this challenge is the key to long-term success for not just social media – but for all of marketing.
Larry Weber of W2 Group and Alexander Mouldovan of Crowd Factory discuss how marketers can answer the measurement challenge.
In an interview from the summer 2011 edition of "sparks," from Catalyst Strategies, LiveWorld CEO Peter Friedman explains how "social media is transforming interactions and brands through dialogue and relationships."
More highlights from Peter's interview can also be found on the LiveWorld SocialVoice blog: http://www.liveworld.com/socialvoice/2011/06/10/social-media-business-growth/
Qantas Grounding Takes Off in Social MediaiGo2 Pty Ltd
When Qantas Airways grounded its fleet in a dispute with unions it ultimately effected 110,000 travelers world-wide. The event caused a social media storm, and we track some of that in this analysis. The question is now, will Qantas step up to the plate and transform itself from a social brand into a social business in order to help it's recovery?
Utilizando redes sociales para la innovación en servicios de telecomunicacion...IBMSSA
En Social Business, las personas se conectan e interactuan en espacios digitales más allá de la empresa, creando valor y alcanzo los objetivos de negocios.
I interviewed the experts in MROCs -- here's what I learned from them, and presented to a professional conference in Prague in 2010.
This is the detailed paper that accompanied the presentation.
“Dr.3” event will feature leading Chinese digital marketing practitioners who will present their views on the Chinese market and discuss way for companies to gain value from using social media in their marketing strategies.
Social listening & Social Analytics for Insight ProfessionalsMichalis A. Michael
For the first time the discipline known as social media monitoring is making inroads in market research. It used to be mainly used by the PR industry but now that sentiment and semantic accuracy have reached acceptable levels for accurate insights market researchers are all over it.
Every day, people share billions of public posts across social media, and every one of these updates – no matter how innocuous – offer marketers valuable insights into people’s attitudes, beliefs, behaviours, and habits. This guide explains how you can find relevant conversations, and analyse them to deliver bottom-line value for your brand.
The is presentation was delivered at the Online Community Engagement conference in Sydney on 1 Nov 2012. I picked the dense topic of data, analytics and reporting and how it is critical in the social business journey. How it should/can be used to build compelling business cases.
Six Essential Shifts in Social Media StrategyDave Fleet
Presentation by Dave Fleet at BlogWorld & New Media Expo New York 2012.
We’ve reached a critical point in the evolution of social media as a business tool. Gone are the days when the GMOOT (Get Me One Of Those) approach will get you anywhere – simply having a Twitter account, or a Facebook Page, isn’t enough. We’re at the point of social media saturation, and something’s got to give.
This presentation examines six essential shifts that companies need to make in their approach to social media, from a shift towards social business, to better content planning, to improved measurement and more.
Presentation at International Housewares Association March 3, 2013Digital Inbound
This was presented at the International Home + Housewares Show on March 3, 2013, at the Innovation Theater in the Lakeside Center. The talk titled "Social Technologies and Digital Marketing" give insight into the many social technologies that a company may use as part of the their marketing plan. Companies must be prepared to embrace these social technologies to insure they are using Social Media to their best advantage. Each company needs to properly plan so that their organizational voice can be heard consostently across all of a companies Internet properties.
A keynote talk by Dave Chaffey at Technology for Marketing and Advertising 2012 in London. Explains 7 Steps for creating an integrated social media strategy based around the Smart Insights
A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.
A slide that segments the IT audience into smaller sub-groups of engineers, developers, CIO/CTO and security architects. This type of audience analysis is meant for B2B marketing.
This is a presentation that I did for the San Jose State University PRSSA chapter. It was all about student personal branding using social and digital channels.
SJSU
Multi-Segment Audience Intelligence is a data-informed methodology that dissects various online audiences in order to identify unique insights and audience whitespace.
Multi-Channel Media Intelligence is a methodology that dissects all media publications in order to uncover insights and identify market whitespace for public relations and media experts.
A quick audience analysis of those discussing topics related to digital transformation and the evolution of business in 2019.
#digitaltransformation #businesstransformation
This is a presentation my daughter did for a DECA conference in January 2019. DECA is a High School club for students interested in business, marketing and entrepreneurship.
This presentation was created by my daughter who's a senior in High School. This plan was prepared for her involvement in DECA, which prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management in high schools and colleges around the globe. The Giving Keys staff was not involved in the preparation of this plan.
#IntegratedMarketing #thegivingkeys #digitalstrategy #deca
A presentation on audience and social data and how it can create brand relevance. #SMWTO - Social Media Week Toronto 2018.
- Social Media Marketing
- Social Media Strategy
- Brand Relevance
An eBook about B2B Influencer Marketing written by Michael Brito and Kriselle Laran that helps technology companies think strategically about activating influencers to tell the brand story.
Participation Marketing will convince business leaders to think hard about employee advocacy as a business strategy that has many positive business outcomes. Internally, it will engage employees and make them feel part of something bigger, which will naturally result in employee engagement, retention, and increase in productivity. Externally, it will help brands reach new audiences with trusted and relevant brand stories.
Webinar slides from webinar with Crimson Hexagon. Topics covered were social listening, audience intelligence, paid social, influencer marketing and media relations.
Michael Brito inspires us to think critically about ourselves, our personal brand, and the legacy we want to leave in this digital age. What to do and not to do when building your personal brand. TedX Sonoma County.
Keynote presentation for the #SocialTools15 conference in San Francisco - October 27 & 28. The focus is using data and analytics to drive more effective storytelling and content strategy.
The "no-fluff" slide deck that show's "how" to launch employee advocacy networks and tell and share brand stories across their personal social media channels.
According to new research from Domo and CEO.com, more business leaders than ever before are jumping into social media but they aren’t necessarily taking full advantage of these tools.
The Content as a Service (CaaS) model is meant to address both the external challenges of reaching your target audience; and also the barriers you face internally. The goal of CaaS is to ensure that content is considered a strategic imperative for
business today, and making it core to business and marketing operations. This was a small portion of a content marketing eBook created by Sprinklr.
9. 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 #GoToExplore
10. WTF is Social Business Anyway?
“ 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 #GoToExplore
11. 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 #GoToExplore
12. Understanding The Social Brand Versus
Social Business
Programs
Community Management
Marketing
Customer Service
Communications
Events
Campaigns
Advocacy
Crisis
SOCIAL BRAND SOCIAL
RESULTS
(External) BUSINESS(Internal)
Training
Process
Collaboration
Organization Models
Research & Development
Policies & Guidelines
Knowledge Sharing
Culture
Infrastructure
@Britopian #GoToExplore
13. Social Business Affects More Than
Just Marketing
Deeper levels of engagement with the social customer through
COMMUNICATIONS consistent and relevant content; ability to scale operations
globally.
CUSTOMER SERVICE The ability to solve customer problems quickly and efficiently.
Increased collaboration between sales professionals in the
SALES industry; robust social CRM platform and analytics
PRODUCT DEVELOPMENT Product and process innovation using the collective intellect of the
community
HUMAN RESOURCES Staffing & recruiting, employee engagement and empowerment
Bring products to market faster through increased collaboration
SUPPLY CHAIN with partners in the supply chain
@Britopian #GoToExplore
15. The Establishment of A Social Media
Center of Excellence
EVALUATE ESTABLISH OPERATIONALIZE
THE SOCIAL LANDSCAPE A CENTRALIZED TEAM THE SOCIAL BUSINESS CENTER OF EXCELLENCE
LISTEN PLAN ENGAGE
• Conversation and • Identify the right
sentiment analysis teams, stakeholders • Identify social listening and • Create plan for employee • Launch programs, events
• Surveys, polls and and employees social CRM software training and campaigns
stakeholder • • Manage internal
Establish roles & • Establish a social media • Process and collaboration
interviews
responsibilities listening center design collaboration and
• Data mining from communication projects
internal communities • Achieve buy-in from • Determine internal & • Crisis coms and
• Intelligence gathering senior leadership external topics customers support • Expand teams and
• Internal Audits • Establish a escalation tree channels globally
measurement
framework
* Examples of Organizational Structures
Decentralized Centralized Hub and Spoke Multiple Holistic
*Organization structure models from Altimeter Group
@Britopian #GoToExplore
16. How The Center of Excellence Integrates
Within The Organization
Knowledge Management & Best Practice Sharing
Marketing & Organizational Readiness
Measurement Framework & Reporting
Campaigns &
Initiatives
Marketing
Operations Campaign
Reporting
General
Social Integration
Training Community
Customer
Management
Support Policies Community
Management
Product Paid, Owned
Technology Insights
Marketing and Earned
Content Plan Media
PR and
Corporate Best Practice
Communications Sharing
Customer
Support
STRATEGY PLANNING EXECUTION MEASUREMENT
Social Media Center of Excellence
@Britopian #GoToExplore
17. Creating Approval Workflows For New
Account Creation
Be sure to
Yes connect with
them.
1. Community Need
2. Existing Accounts and/or Strategies Reach out to the
Do you know the Social Business
No
account contact? Center of
3. Adequate Resources Yes Excellence
4. Manager Approval
Yes See #2.
1. Have you
notified your
manager about
this? Be sure to discuss
Is there a pre- No
with your manager
existing brand Looks like you
Yes
account you can may need to
Is there a true partner with? No create an
need from the account, but two Create an account
community to considerations. and not social
Yes Yes
create a social media team.. Share
media 2. Do you have PW with manager
Have you channel? Hold off until resources to
reviewed the there is sustain the
Social Media No account long
community Click here to
Guidelines? demand I’m term?
connect with the Discuss needs with
Review Social Not No
Sure Social Business manager
No Media COE to discuss.
Guidelines
@Britopian #GoToExplore
18. Expanding Social Programs Globally
1 2 3 4
Identify Analyze Plan Engage
Continuous
Monitoring
Track &
Evaluate
5
1. Identify: Determine the appropriate regions for marketing plan and solidify
expansion and determine if there is an moderation/governance policies. Decide on an
opportunity to engage effectively internal collaboration framework with other
2. Analyze: Conduct a conversation audit and regions
determine if the business has the appropriate 4. Engage: Launch programs while maintaining
resources to scale operations (i.e. content, general community engagement on social
community manager, creative) media channels
3. Plan: Create a crisis communications and 5. Track & Measure: Establish reporting
workflow plan. Determine creative strategy and frequency and determine the best measures of
make technology decisions. Create content success
@Britopian #GoToExplore
19. Social Customer Support Decision Trees
And Process Workflows
Engage
Re-direct
Privately
NO NO
YES YES
Engage Converse
Compliment Assess Proceed Proceed Re-direct
in public? further?
YES NO
Community NO
Managers Expertise NO YES
Can CM Engage
Product with Assess
help? Privately
product? YES
Participant upset?
Monitor
Conversations !! Complaint !!
Is
Is topic Positive
Company Proceed engagement Proceed
sensitive? outcome?
NO positive? YES YES
Community YES NO NO
Legitimate? Engage
?! Other issues !? Assess Proceed
Privately
YES
NO
Engage
Do not engage Re-direct (optional, but recommended)
Privately
LISTEN ASSESS ENGAGE REPEAT
@Britopian #GoToExplore
20. Building A Real Time Listening Center
@Britopian #GoToExplore
21. Content Creation, Approval And
Distribution Workflows
AUTOMATED
Sends to Editor
for Review
Content
Team Contributor Scheduled Analytics
Brainstorms Writes for Publish
Content Ideas Content In Review/
In Revision
0 1 2 3 4 5 6
In Review/
In Revision Content Approved
Posted to
Social
Content Not
Channel
Approved
@Britopian #GoToExplore
22. Operationalizing The Content Marketing
Process
MESSAGING PLANNING CREATION | CURATION
Brand Narrative/Messaging Identifying Roles & Determining Financial
Responsibilities Investment For Content
Target Segmentation Creation
Process & Workflows For
Community Insights (how do Approvals Supportive Technology
they view the brand, how do
they talk about it? Employee And Customer Programs, Campaigns,
Participation Product Launches
Search Behavior
Internal Collaboration With Social CRM INTEGRATION
Web Analytics Support and Other Teams
Paid / Earned / Owned Media
3rd Party Content
OPTIMIZATION Global Integration (programs &
campaigns)
MEASUREMENT
Real Time Analytics
Engagement Metrics Escalation Work Flows DISTRIBUTION
Clicks, Page Views,
Downloads, Sales, Community Identifying the Right Platforms
Growth
COMMUNITY MANAGEMENT Global Expansion
Behavior Change
Governance
Command Center Operations
Brand Sentiment And
Awareness Solving Customer Problems
Reciprocal Altruism
@Britopian #GoToExplore
http://www.digitaltrends.com/social-media/study-confirms-social-medias-revolutionary-role-in-arab-spring/ Researchers at the University of Washington sifted through more than 3 million tweets, countless hours of YouTube videos and gigabytes of blogs to find out whether the Internet, and social media services like Twitter and Facebook really played the revolutionary role many claimed they did. According to the study, online chatter about revolution often began just before actual revolutions took place. And social media also served as an outlet for citizens of the region to tell their stories of revolution, which played an inspirational role for neighboring countries, the study found.In Egypt, where the Arab Spring blossomed, Howard and his team found that the number of tweets that mentioned revolution in that country exploded from 2,300 per day to more than 230,000 per day. The number of videos, Facebook updates and blog posts about government opposition also rose dramatically.