How to bec

1. FROM
SOCIAL
MEDIA TO
SOCIAL
BUSINESS
How to become a customer centric organisation?

2. THE SOCIAL DIVIDE
‣ No borders Cultural & technology
gap within your
‣ Info-democracy organisation
‣ Media-democracy
‣ Everyone is connected
Customers &
‣ Network = power
employees are
using social media
What about the
organisation?

3. Social Business will transform enterprises
‣ Empower people to make a difference and
create HEROES
‣ People TRUST people
‣ Everyone is CUSTOMER
‣ UNDERSTAND people and not market
segments and demographics
Social Business is all about people
and not technology

4. WE USE
FACEBOOK &
TWITTER....
‣ Fundamental shift in the
way we communicate &
collaborate
‣ From push to pull
‣ Outside in
‣ Value co-creation
through networks

5. SOCIAL BUSINESS
FRAMEWORK
Networks
Supporting Infrastructure
Connections Collaboration
Business Model
PEOPLE
Culture
Context
(DNA)
Value Chain

6. SOCIAL BUSINESS
FUNDAMENTALS
‣ Why are people interested -
establish a story worth sharing
‣ How are people connected WHAT
around your business?
HOW
‣ How do you communicate &
collaborate with people around
your business? WHY
‣ What Culture & DNA is needed
to succeed?

7. CONNECTIONS
3
2
1) Strong Ties 1
2) Weak Ties
3) Temporary Ties

8. RELATIONSHIP CAPITAL
‣ Strong ties influence ‣ Which customers trust you
and are loyal
what we buy ‣ Which partners trust you
‣ Different relationships and are loyal
‣ What are they liking,
between connections & communicating and sharing
ties ‣ What have you done in the
past to build trust
‣ Build communities & ‣ Develop a fan base and create
tribes – influenced by ambassadors
relationships ‣ How are employees
connected to customers
‣ Design & Develop for and partners
relationships ‣ Are your employees
empowered to engage &
participate

9. COLLABORATION
Anyone can
join
Crowd of people Community of kindred spirits
Openess
Selection
process
Club of experts Coalition of parties
Initiator only Ownership Initiator and
contributors

10. CONTEXT
Content Creativity
Collective Customised

11. CONVERSATIONS
Create stories
worth sharing!

12. HOW TO START YOUR
CONVERSATIONS?
Interaction
Engagement
Participation
Dialogue
Listening

13. CULTURE
Social Leadership
Master
Enable people to Respect the real
Give up control transparency and
do more power shift
adhire constantly
Create a support
Reach out to Use social Learn, relearn and
network for
customers technologies unlearn
linchpins
Make mistakes and
Develop a flat and Practice
Master creativity admit when you are
open organisation hostmanship
wrong
Social DNA

14. THE ART OF MAKING
PEOPLE FEEL WELCOME
Organisations are
here to serve
Serve
Use your At one with your
knowledge wisely Knowledge Entirety enterprise and
customers
Hostmanship
Show respect and The art of
demonstrate Consideration Dialogue communication
empathy
Responsibility
Providing superior
personal excellence

15. SUPPORTING
INFRASTRUCTURE
‣ Consumarization of IT
‣ Web 2.0 & Web 3.0
‣ Semantic Web & Ontologies
Vendor Relationship
‣ Mobile
‣ Location based services
‣ Apps

16. SOCIAL BUSINESS SWEET SPOT
External
Platforms & Infrastructure
Social CRM / External
Purpose Built Solutions
Customer Engagement
Communities
Converged
Social Business
Sweet Spot
Social Middleware Enterprise 2.0 / Internal
Collaboration
Internal

17. VENDOR RELATIONSHIP
MANAGEMENT
Enterprise Centric Customer Centric
Company YOU
CRM VRM
Vendor Customer
driven Transactions Relationships
driven

18. VRM PRINCIPLES
‣ User Centricity ‣ Relationships are
more than
‣ Reduce, Reuse, transactions
Recycle
‣ Solve real world
‣ Reciprocity & problems
Everbody wins
‣ Leverage
network effects

19. NETWORKS
Society 3.0 = Self-assembling dynamic networks
The key features of self-assembling dynamic networks:
1. Asymmetric power
2. Unintended consequences
3. No central control
4. No intelligent blueprint or formalised design
5. Rapid scaling
6. Unprecedented speed
7. Trans-national synchronicity
8. Total transparency
9. Creation of boundary-less tribalism
10. New order born out of chaos

20. BUSINESS MODEL
Core
Competences Customer
Left Side & Relationship Right Side
= Activities =
Efficiency Key Value Value
Customers
Partners Proposition
Key Channels
Left Brain Resources Right Brain
= =
Logic Emotion
Cost Structures Revenue Streams

21. CHANGE YOUR BUSINESS
MODEL!
‣ Unbundling your business
‣ The Long Tail
‣ Multi-Sided Platforms
‣ FREE as a business model
‣ Open business models

22. BUSINESS MODEL
INNOVATION
Resource Driven Supply Driven Customer Driven
Finance Driven Multiple Solutions

23. VALUE CHAIN
Traditional Value Chain
‣ How to deliver value as an
organisation in the future?
‣ B2C & B2B are converging
- human2human
‣ Products - Solutions -
Experiences

24. 1 Awareness = Revenues
2 Differentiators = Margins
3 Authenticity = Loyalty

25. SOCIAL BUSINESS ROADMAP
Transform the
organisation
Performance & Productivity
Deliver
impact
Establish a
community
Growth
Areas & Empower
Business employees
Challenges
Personal Change
Time

26. BUILDING BLOCKS
Growth Areas & Business Challenges
Empower Establish a Deliver Transform the
employees community impact organisation
‣ Create meaning & urgency. Be ‣ Create cells of likeminded ‣ Reach out to “cool” customers. ‣ Understand enterprise wide
very specific! people who embrace the What are the sweet spots? implications
‣ Understand people and their business opportunity ‣ Leverage community insight & ‣ Integrate & scale community
behavior ‣ Embrace diversity in order to expertise to interact & approach
‣ Describe why people are create cells collaborate with customers ‣ Look at other business
interested ‣ Determine what culture, ‣ Use feedback to develop opportunities & growth areas
‣ Get the business opportunity on leadership, knowledge & experiences & deliver superior ‣ Get more and more people on
paper (SUCCES*) and establish experience is needed to succeed services board
a story ‣ Establish & share quick wins does ‣ Determine impact on business ‣ Bring down silos & develop a flat
‣ Determine how people are not matter how small model & value chain and open organisation with little
connected around the business ‣ Understand relationships, who ‣ Use serious & social gaming tools hierachy
opportunity and how they do you trust and who trusts you to interact and engage with ‣ Develop a sustainable &
communicate and collaborate ‣ Particpate & develop fan base & community & customers customer centric eco system
‣ Establish the supporting ambassadors ‣ Practice hostmanship within the ‣ Everyone = CEO
infrastructure ‣ Leverage platforms & produce community ‣ Build & expand your reputation
‣ Start listening & monitoring content ‣ Create a support network of
‣ Start your dialogue linchpins
‣ Create partnerships & share
customer success
‣ Focus on micro activities &
measure progress
* Simple Unexpected Concrete Credible Emotional Stories

27. EXECUTE
PLAN
LEARN ACTION
MEASURE HELP

28. TOP DOWN & BOTTOM UP
APPROACH
Top Down
Commitment & Facilitate
Soft = HARD From push to pull Agility
Bottom up
See, Feel, Involve & Experience

29. TECHNOLOGY
ADOPTION LIFECYCLE
To make the jump make sure:
‣ The customer is at the heart of
everything you do. Listen to his opinion
and feedback
‣ There is an urgent need for
improvement, it hurts the organization
‣ There is perfect customer service
(Zappos), excellent performance and
execution

30. PERSONAL CHANGE
Intent
Helping Clients
succeed
Help
Providing
superior service
Performance
Experience
Be pro-active &
increase productivity
Action
Enable people to do more
& increase agility

31. 12 HABITS OF HIGHLY
CONNECTIVE PEOPLE
1. Believe you can make a difference
2. Think knowledge as a service
3. Take risks
4. Have a point with your view
5. Keep your promises
6. Say it another way
7. Show it – demonstrating works better than words
8. Connect actively
9. Write it down
10. Let them know you thought of them
11. Be present to opportunities
12. Think beyond your close circle – strong ties

32. REPUTATION
Brand promise
A measure to the extent of which
Reputation people respect, trust, and admire your
organisation
The foundational elements that
Pilars of reputation influence & determine your reputation
(Story & Services)
Performance
Community
Experience
Leadership
Ambition
People

33. SOCIAL FABRIC
Social is a layer, the
Media is only the tip
glue within your
of the iceberg
organisation

34. WHAT WILL BRING YOU
SOCIAL SUCCESS?
‣ Know your customer ‣ Respect upstarts
‣ Know your product ‣ Seek cool customers
‣ Know your company ‣ Talk "partnership"
‣ Love the politics ‣ Send "thank you" notes
‣ Respect competitors ‣ Make your customer a hero
‣ Wire your customers organisation ‣ Aim to change the world!
‣ Wire your organisation ‣ Keep it simple
‣ Never over promise ‣ Quality not quantity
‣ Sell the solution ‣ Patience: it’s a marathon not a sprint
‣ Ask for help (don't be proud about it) ‣ Share success: doesn’t matter how small
‣ Live the brand story ‣ Pay much attention to the individual
‣ Celebrate the "good" loss ‣ Execution
‣ Make every problem your problem ‣ Measure: Learn, Unlearn, and Relearn
‣ Take full responsibility ‣ Intention
‣ Share the information ‣ Social Media
‣ Don't whine about price ‣ Storytelling: develop a story that is easy to understand and
‣ Don't give away the store - to get a foot in the door can be shared

35. TIME
TO
MAKE
IMPACT
Help us change the world!

36. JEROEN SPIERINGS
Contact:
Email: jacspierings@gmail.com
Linkedin: http://www.linkedin.com/in/jeroenspierings
Twitter: www.twitter.com/jeroenspierings

37. IN ORDER FOR ME TO DEVELOP THIS MANIFEST I HAVE USED CONTENT AND RESOURCES
FROM SEVERAL SOCIAL MEDIA AND SOCIAL BUSINESS PROFESSIONALS. MANY THANKS
FOR ALL YOUR INSIGHTS AND LESSONS LEARNED.
I DID NOT CREATE SOMETHING COMPLETELY NEW, I WANT TO PROVIDE A PRACTICAL
GUIDE BASED ON EXISTING MODELS AND CONTENT SO IT CAN HELP YOU MAKE A
PERFECT START!
‣ David Armano, Edelman Digital
‣ Brian Solis Altimeter Group
‣ Doc Searls, Project VRM and co-author The Cluetrain Manifesto
‣ Paul Adams, Designing for social interaction
‣ Fronteer Strategy 2009, collaboration
‣ Alexander Osterwalder & Yves Pigneur, Business Model Generation (co-created with 470 writers in 45 countries)
‣ R Wang & Insider Associates LLC, social business sweet spot
‣ Jan Gunnarsson, Hostmanship
‣ DK Matai, is the chairman of mi2g, ATCA, and The Philanthropia - self assembling dynamic networks
‣ Valeria Maltoni & Anil Dash, 12 habits of highly connective people
‣ Geoffrey Moore, Technology Adoption Life Cycle
‣ Seth Godin, Tribes
‣ David Siegel, The power of pull
‣ Ronald van den Hoff, Society 3.0
‣ Steven van Belleghem, The Conversation Manager
‣ Paul Adams, Designing for social interaction