Michael Brito discusses social business and the opportunities it presents. He defines social business as organizing a company's internal social media channels to better communicate, launch products, and gain insights. He emphasizes that leadership is key to driving the culture change needed for social business. Brito also outlines opportunities for social business in 2014, such as improving employee training, breaking down divisions between teams, and providing smart, targeted long-form content.
I can already see business owners discussing how wrong of a statement this headline is. The owner is the visionary and their role is paramount to the business. Right?
I am no stranger to being the person behind driving a business. But there was once a question my mother asked me when I was studying business at College – it seemed somewhat of a simple one…
Krista Kotrla's Blog ... Dell's Journey Into Social MediaKnox Keith
http://www.kristakotrla.com/dell-social-media-strategy/ Thank you Krista for an excellent write up on the presentation of how Dell ventured into and embraced social media
In order to shed light on the entrepreneurs’ inspiring approaches, Insights Success has curated a list of "The 30 Most Inspiring Entrepreneurs of 2019", who are revolutionizing the business concepts and consumer standards.
Summertime is here. As the pace of work slows a bit and you escape to the beach or the mountains, it’s a great time to catch up on reading.
So, what will you bring with you? Here’s a list of great reads for marketers. Some are classics. Some are new. Some are edifying. Some are inspiring. All will help shift your perspective and bring new insights to you and your organization.
Enjoy your downtime. You deserve it. And, happy reading!
I can already see business owners discussing how wrong of a statement this headline is. The owner is the visionary and their role is paramount to the business. Right?
I am no stranger to being the person behind driving a business. But there was once a question my mother asked me when I was studying business at College – it seemed somewhat of a simple one…
Krista Kotrla's Blog ... Dell's Journey Into Social MediaKnox Keith
http://www.kristakotrla.com/dell-social-media-strategy/ Thank you Krista for an excellent write up on the presentation of how Dell ventured into and embraced social media
In order to shed light on the entrepreneurs’ inspiring approaches, Insights Success has curated a list of "The 30 Most Inspiring Entrepreneurs of 2019", who are revolutionizing the business concepts and consumer standards.
Summertime is here. As the pace of work slows a bit and you escape to the beach or the mountains, it’s a great time to catch up on reading.
So, what will you bring with you? Here’s a list of great reads for marketers. Some are classics. Some are new. Some are edifying. Some are inspiring. All will help shift your perspective and bring new insights to you and your organization.
Enjoy your downtime. You deserve it. And, happy reading!
Social media leads to fundamental change in companies, it is far more than marketing or simply new marketing tools. This presentation outlines the impact of social media on business and how business should deal with it.
At some point in most people’s lifetime, they give up on their dreams. Maybe they missed out on opportunities to better their life or maybe they were just afraid or even closed-minded to something different than the traditional way of go get a job and just make ends meet. Corporate tells you to be happy with the 2% raise and live within your means! I got tired of corporate slavery! I found my dream, do you need help finding yours?
Judging creative idea guide, this material will help the marketer especially those who work on advertising or brand to be able to formulate rational and structured thinking of judging creative idea
CSIC research fellow Tracey Wright interviews 12 DC-area small businesses to explore how they use social media to communicate their socially responsible business practices to their stakeholders.
“ The difference that sets professional networkers apart from amateur networkers is that they look forward to their prospects objections and know exactly what to say with each one. ”
The Corporate Social Media Summit New YorkHayley Dunn
Back for its 4th year now, it is even better and bigger than ever. Develop your social media strategy that elevates you beyond your competition – learn from the very best including Southwest Airlines, Dell and McDonald’s. Plus you will hear from 8 global CMOs from companies such as MasterCard, Sears and Hertz on corporate strategy and where social fits in the marketing pie. Join THE social media event of the year with a corporate audience. Save 20% with SLIDE20
Check it out here http://bit.ly/UAjTsy
Experience brands understand that a customer’s or prospect’s path to the brand passes directly through their own people. And if those people aren’t aligned to the organization’s purpose and brand and business ambitions, there’s little chance of delivering the kind of positive experience clients will want to repeat and share.
Marketing For Talent: The New Frontier, SMPS, Marketer, August 2014Maribel Castillo
Feature article by Marjanne Pearson and Mike Plotnick that discusses the importance of A/E/C marketers taking "a leadership role in shaping the future of our firms by actively engaging in the pursuit of talent." Highlights T.Y. Lin International's LinkedIn advertising and recruiting campaign.
UWA presentation social media marketingNick Eggleton
Presentation to students at UWA in Perth.
Social Media Marketing.
My POV:
Social is not marketing
Marketing is not social
Messages = empathy
Empathy needs effort
Effort is effective
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
In the Social Business Journal Volume 1, eighteen thought leaders share their insights on key topics on the road to social business success. Sign up to receive Volume 2 on the last slide. Enjoy!
Social media leads to fundamental change in companies, it is far more than marketing or simply new marketing tools. This presentation outlines the impact of social media on business and how business should deal with it.
At some point in most people’s lifetime, they give up on their dreams. Maybe they missed out on opportunities to better their life or maybe they were just afraid or even closed-minded to something different than the traditional way of go get a job and just make ends meet. Corporate tells you to be happy with the 2% raise and live within your means! I got tired of corporate slavery! I found my dream, do you need help finding yours?
Judging creative idea guide, this material will help the marketer especially those who work on advertising or brand to be able to formulate rational and structured thinking of judging creative idea
CSIC research fellow Tracey Wright interviews 12 DC-area small businesses to explore how they use social media to communicate their socially responsible business practices to their stakeholders.
“ The difference that sets professional networkers apart from amateur networkers is that they look forward to their prospects objections and know exactly what to say with each one. ”
The Corporate Social Media Summit New YorkHayley Dunn
Back for its 4th year now, it is even better and bigger than ever. Develop your social media strategy that elevates you beyond your competition – learn from the very best including Southwest Airlines, Dell and McDonald’s. Plus you will hear from 8 global CMOs from companies such as MasterCard, Sears and Hertz on corporate strategy and where social fits in the marketing pie. Join THE social media event of the year with a corporate audience. Save 20% with SLIDE20
Check it out here http://bit.ly/UAjTsy
Experience brands understand that a customer’s or prospect’s path to the brand passes directly through their own people. And if those people aren’t aligned to the organization’s purpose and brand and business ambitions, there’s little chance of delivering the kind of positive experience clients will want to repeat and share.
Marketing For Talent: The New Frontier, SMPS, Marketer, August 2014Maribel Castillo
Feature article by Marjanne Pearson and Mike Plotnick that discusses the importance of A/E/C marketers taking "a leadership role in shaping the future of our firms by actively engaging in the pursuit of talent." Highlights T.Y. Lin International's LinkedIn advertising and recruiting campaign.
UWA presentation social media marketingNick Eggleton
Presentation to students at UWA in Perth.
Social Media Marketing.
My POV:
Social is not marketing
Marketing is not social
Messages = empathy
Empathy needs effort
Effort is effective
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
In the Social Business Journal Volume 1, eighteen thought leaders share their insights on key topics on the road to social business success. Sign up to receive Volume 2 on the last slide. Enjoy!
With the intent of bringing some creative minds, who are transforming the status quo of various sectors, into limelight, Insights Success brings to you, “Top Creative Leaders Innovating in Business 2019”
As CEO, you and only you can lead culture change in your business. Get it right and you’ll reap the rewards–for your company’s growth, for the bottom line, and for employee engagement. Get it wrong and it’s your reputation on the line.
How To Build A Socially Armed Team E BookBarbra Gago
This short eBook will cover where to start, what to think about and how to organize when building a social media team. It's no longer just the responsibility for Marketing to engage, it's time for everyone in the organization to play a part.
Peacekeeper, Navigator, Student: The Marketer to 2015Nick Johnson
***To find out more about marketing best practice - direct from marketing leaders from major brands like Adidas, General Electric, Toyota, Virgin America, Mondelez, Kohler, HSBC and many more, check out the upcoming Incite Marketing Summit in NYC on October 27 - 28: www.bit.ly/InciteMarketingSummit
***
This in-depth white paper focuses on the evolving role of the marketer within large organizations, and is based on feedback from over 1,000 marketing executives worldwide.
There are two parts - investigating the new brand/customer relationship, and then looking at how to get closer to your customers.
Topics covered throughout the white paper include internal collaboration, multi-channel campaigns, measurement to build a 360-degree view of the customer, and the increasing power of customers to define your brand.
***To find out more about marketing best practice - direct from marketing leaders from major brands like Adidas, General Electric, Toyota, Virgin America, Mondelez, Kohler, HSBC and many more, check out the upcoming Incite Marketing Summit in NYC on October 27 - 28: www.bit.ly/InciteMarketingSummit
***
Brands That Do: Building Behavior Brands
by Susan Machtiger and Jaime Prieto
The importance and meaning of brands is in a state of turbulence. We live in a fragmented media world amidst unprecedented consumer control and content overload. It has become apparent that those brands that do not matter to consumers will soon fade into absolute irrelevance. So, what matters to consumers? How brands behave. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers. Most companies need to rethink how they build and care for their brands. This Red Paper shows them how.
Brands That Do: Building Enterprise BusinessS_HIFT
Over 75 percent of brands are so meaningless to consumers that they may as well not be there. They are brands that are of no consequence — just names on products or services.
There is hope. Our research found that brands around the world matter in different ways than they did before. People want brands that act, that help, that do. Consumers are sending a very clear message that challenges every part of a business — from finances to operations to marketing. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers.
My keynote presentation during "Social Media Days in Athens" community event (October 22nd, 2014), organised with the support EUROPE DIRECT CITY OF ATHENS
These factors — and the challenges they present — are fairly new or not fully understood yet, which seems to explain why they aren’t currently top-of-mind. They also garner less attention from the C-Suite because they are not easily quantifiable. Nearly all factors discussed here have deeply human and emotional traits to them, making them somewhat unique and harder to grasp. Nonetheless, we believe they are of great importance in the future of marketing and should be addressed accordingly.
This eBook is a proverbial shot-in-the-arm, intended to help HR executives and recruiters understand what it takes to leverage the latest networking and online engagement tools, and get out in front of your peers. We’ll offer the “why” and “how” of employer branding in a new media environment by looking at the adaptions marketers have made in the last five years. We’ll also look at innovative recruiting strategies that use new media to attract and engage knowledge workers.
http://www.convergeenterprise.com : Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.
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.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Michael Brito Interview With EveryoneSocial - Social Business Defined
1. In Conversation with EveryoneSocial
Interviews with Content Marketing Thought Leaders
No.
14
MICHAEL
BRITO
Share this ebook
2. Introduction
“Your most unhappy customers are your greatest source of
learning.” — Bill Gates
When it comes to social business, you might wonder if your
business has what it takes to make the change. What if
your employees aren’t ready? Or worse, what if they make
decisions that impact you negatively? The benefits of
social business can be huge: you can reach more potential
customers; you can respond to problems faster; and you can
gain huge insight into what customers and employees want
from your business and what will make them advocates for
you. The obstacles, however, can seem huge.
Fortunately, when it comes to social business, you only need
a few things to put you in the right direction: strong leadership
to inspire a desire to change and imitate; a company culture
that embraces change and creativity; and the ability to set
realistic goals and expectations for a social business.
Those factors might seem more daunting than easy, but don’t
worry, we have Michael Brito here to explain. Michael Brito is
the Group Director at WCG, a W20 company. He has written
several books on the power of social business. In this ebook,
he’ll give a few tips and tricks for creating a social business, as
well as the importance of good leadership and the challenges
of social business.
3. The social marketing
dashboard that transforms
every employee into a
brand evangelist
EveryoneSocial’s platform gives marketing teams and
social media specialists a broad range of intuitive tools
that make content initiatives and advocacy efforts
efficient, measurable, and easy to use.
Quantifies and measures
the business impact of
social media activity
Exponentially expands
brand reach and deepens
audience understanding
Creates advocates and
cultural alignment
C
O
N
T
IN
U
E
Click to Schedule a Demo
4. Get Organized
1
1
What is your definition of
“social business”?
It would be wise to tell you how I got here, which begs the question
as to why social business is such a hot commodity these days. Back
when social media first got big there was no strategy at all. There
were all these separate teams working within the same company,
and they weren’t communicating with each other. You found later
that big companies had around 180 social media channels on
average — which is really hard to get a handle on and control. It’s
hard to organize product launches and strategies with so many
different channels. People decided to step back and ask how this
could be done better, how it could be better measured. It is all
internally based — not social media marketing, nothing external,
but it enables better content.
My first book was about encouraging businesses to become social
businesses for the sake of being a social business, for the sake of
being better, more organized, and more effective. The challenge I
had was when I talk to a marketing person, I would say, here’s our
thinking on social business and they would say, “what’s in it for me?
How will that help me communicate with customers?” That’s a good
point! I needed to go back to the drawing board. My second book
was looking at real world business challenges and opportunities
based on the digital ecosystem where brands must think like
media companies. It takes the principles of social business — the
infrastructure, the training — and applies them to the evolution of
business.
5. Millennial Revolution
1
2
Is social the future
of business?
Whether they know it or not, it is. There are lots of businesses where
employees work in silos. I think companies are going to think about
it as millennials become CEOs and there are going to be more
challenges when that happens. Through industry and thought
leadership, companies will realize they need to figure it out sooner
rather than later.
If we want the next generation to take over business, to lead
companies, to become executives, we have to put the groundwork
in place for them to succeed and, fact of the matter is, millennials
work differently, and that’s great. Creating an environment that is
a smooth transition for them will be nothing but beneficial, even if
you’re hesitant about it.
6. Inspiring Leadership
1
3
Is it as big of a change
as people think it is?
Yes. The answer is yes! When you work for a huge company, it’s
hard for one person to make an impact. Take Sandy Carter, she is
a leader, she’s a knowledge leader, and she is making an impact.
People who listen to her begin to mimic her behaviors.
Being a manager is about being a leader and having other people
imitate you.
It’s the same in business, if you have a leader, and she doesn’t have
to be an executive, who is driving change, you have new people
coming in, not necessarily in sales and marketing, who think about
the company differently. It’s not about job rank; it’s the ability to
persuade and influence. Finding the right people to make the
change in business is really important.
7. Context and Opportunity
1
4
Is the change to social
business spread internally
or mandated from above?
My experience has been B2B Tech, so that’s where my perspective
comes from. For example, companies like IBM and Oracle have
completely turned around and changed the image of their
companies, building an ecosystem of social business. I mean, what
do you think of when you think of an executive at IBM? A middleaged man in a business suit? That’s not true anymore! IBM has
completely changed, they’ve completely overhauled the culture of
their business, and it’s fantastic! They are big into social selling and
the opportunities it presents.
When I think of top down companies, I don’t think they are
necessarily using social media the way other companies are,
possibly because they have other areas they need to focus on more.
Some companies have other challenges, especially if they are in a
very competitive niche, so they struggle with innovation, but that
doesn’t mean it isn’t important!
8. Change Agents
1
5
What is the role of the
agency in this big shift?
I think we, and by “we” I mean agencies, would play the role of
advisors. Our clients are in marketing and being able to communicate
the value of social business adoption and create a more cohesive
content strategy would be our biggest goal. Agencies in general
provide counsel and bring great ideas to the table that their clients
would miss otherwise. Agencies drive change because agencies are
essentially change agents.
In some cases it’s tactical and sometimes, it’s analytics. I love being in
a business that is run by data, because it’s much easier to implement
change when you have math on your side! There is a huge analytic
side to social business, which I think is why it is so powerful for so
many people. It’s important to understand the landscape and who
influencers are and it’s important to use that to drive programming.
That’s where social business comes in — you use data to drive
change because it’s all measureable.
9. Key Performance Indicators
1
6 How do you capture and
present results?
It starts from the beginning. Personally, when I work with a company,
I have to understand what the measure of success is and then to
help them understand what success is because it is different from
company to company!
The challenge of social media is that it’s often measured differently
from one department to another. For that reason, you have to
establish KPIs (Key Performance Indicators) and hold yourself
accountable. For example, if you want to decrease calls to the call
center, or you want to increase employee activism, those are both
measurable indicators! The focus should then be on measuring those
things and holding yourself accountable if you do not meet them.
And if you don’t meet them, reassessing your strategy or your KPIs.
10. Leadership and Culture Change
1
7
What are key ingredients for
becoming a social business?
Leadership is the key ingredient. Also, there needs to be a rhythm of
business that is aligned with the vision. It’s very easy to say leadership
it’s about the kind of leadership that changes the way employees
communicate, operate, and do their jobs. It’s the kind of leadership
that can change the culture.
I would say, however, the challenge when the culture is not ready is
more compelling than a company that is perched for change, or is
very fluid in terms of culture. That challenge would motivate me to
think of new ideas and ways to radically change a culture.
11. Start Today
1
8
When do you know
your business is ready
to become social?
I think that the external market is changing so rapidly with this content
and media surplus, and how busy our lives have become with social
media and technology, that we can only consume a small amount of
content at a time. It’s hard to reach consumers! At the end of the day
though, that’s how you drive revenue.
When companies are faced with shrinking margins and shrinking
shares, they need to think differently, they realize they have 30,000
employees that have the ability to share content, to bring attention
to the company, to influence the company and the public. Those are
employees that are already being paid, that are easy to train, that are
just waiting for the opportunity to be advocates for their workplace.
Why not go for it? There is so much content and it’s never going away,
so brands are going to have to think differently and take chances,
even if they’re a little scary.
12. Intelligence, Cohesion, and Content
1
9
What are the big
opportunities for 2014?
For me, I think there are three big challenges that represent three big
opportunities. Firstly, I think that there is always going to be internal
challenges around employees using social media — as in, not using it
in a very wise fashion. That creates the opportunity for great training,
to teach employees about social media, even if they already use it,
and the power of social media; it’s true that some people really do not
understand the consequences of using social media irresponsibly!
Secondly, there is always going to be a challenge between teams
that feel like they “own” social and divide the organization. This is
another opportunity, because if you move towards becoming a social
business, this tension will fade a little bit, and instead of working
against each other, they will be able to work together for a common
goal.
Third is external: it’s the challenge created by content, media, and
analytics, and being able to provide smart content to customers. We
have to remember long-form content is a way to allow customers
to find us. Otherwise, we’re competing to interrupt people’s News
Feeds and that’s not necessarily effective. This means we have a
huge opportunity to target people in multiple ways: via news feeds, via
search, via Twitter… by having content in a variety of forms in a variety
of places, we can reach the right people at the right time.
13. The social marketing
dashboard that transforms
every employee into a
brand evangelist
EveryoneSocial’s platform gives marketing teams and
social media specialists a broad range of intuitive tools
that make content initiatives and advocacy efforts
efficient, measurable, and easy to use.
Quantifies and measures
the business impact of
social media activity
Exponentially expands
brand reach and deepens
audience understanding
Creates advocates and
cultural alignment
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