Social Business - Empowering employees to create real value for your organization (Social Media Week Rotterdam)
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The document outlines a presentation by Jochem Koole on empowering employees to use social media as business tools. Koole is an independent social business strategist who has worked with companies like Deloitte and Microsoft. The presentation discusses the role of social media for 21st century companies, identifies four possible social business scenarios based on different audiences, and provides five steps for successful social business implementation focusing on identifying social media champions within the organization.
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Social Business - Empowering employees to create real value for your organization (Social Media Week Rotterdam)
- 1. September 24th, 2014 Social Business Empowering employees to create real value for your organization #SMWRdam - JochemKoole.com
- 2. Jochem Koole - Independent social business strategist - Mainly help B2B professional service firms successfully use social media as business tools - Had the pleasure to work with clients like Deloitte, Grant Thornton, Loyens & Loeff, Microsoft, and PostNL #SMWRdam - JochemKoole.com
- 3. The next 45 minutes Role of social media for companies in the 21st century Four possible social business scenarios Social business champions Five steps to success #SMWRdam - JochemKoole.com
- 4. Myth #1 – Social media are magical tools Using social media to book actual business results #SMWRdam - JochemKoole.com is hard work
- 5. #SMWRdam - JochemKoole.nl (No) time to waste
- 6. Let’s share… something #SMWRdam - JochemKoole.com
- 7. Welcome to the 21st century #SMWRdam - JochemKoole.com
- 8. Time is becoming scarcer every day #SMWRdam - JochemKoole.com
- 9. Information no longer equals power #SMWRdam - JochemKoole.com
- 10. Technology is making us obsolete #SMWRdam - JochemKoole.com
- 11. In the 21st century… Competing on price is more useless than ever #SMWRdam - JochemKoole.com
- 12. In the 21st century… Less and less people are willing to pay for information #SMWRdam - JochemKoole.com
- 13. How to make a difference? #SMWRdam - JochemKoole.com
- 14. “There’s no separate digital economy.” Online and offline are the same #SMWRdam - JochemKoole.com
- 15. My suggestion to you is simple: Empower the people within your organization to use their own social media accounts as business tools #SMWRdam - JochemKoole.com
- 16. Employees Employees Employees Potential clients Four audiences = four scenarios Potential employees Clients Employees #SMWRdam - JochemKoole.com Employees
- 17. Myth #2 – My target audience isn’t on social media Just because they’re not talking about your brand on Twitter, doesn’t mean you can’t connect with them online #SMWRdam - JochemKoole.com
- 18. Truth – It’s not for every one #SMWRdam - JochemKoole.com
- 19. Focus on the 1% Pareto principle 80/20 rule #SMWRdam - JochemKoole.com
- 20. People 90 – 9 – 1 Adoption rate Social business champions (1%) Focus on the 1% #SMWRdam - JochemKoole.com
- 21. Social business champions’ characteristics Show a certain passion online Showcase themselves (and their organization) Mix business messages with own vision Help each other and others (= reciprocity) Willing to leave their comfort zone Understand digital technologies #SMWRdam - JochemKoole.com
- 22. Myth #3 – It takes too much time #SMWRdam - JochemKoole.com Set clear goals
- 23. Success in five steps Social business goal Step 1 – Optimize profile Step 2 – Optimize network Step 3 – Collect content Step 4 – Create & distribute content Step 5 – Dialogue #SMWRdam - JochemKoole.com
- 24. Myth #4 – I need to share everything with the world Be as relevant as possible #SMWRdam - JochemKoole.com
- 25. Something small can be really valuable Motivate into action Teach people something new Build relationship / trust (Like, Share & Reply) #SMWRdam - JochemKoole.com
- 26. The PCTT model Employees Target People Time audience Content Tools #SMWRdam - JochemKoole.com
- 27. Only 48 hours left… #SMWRdam - JochemKoole.com
- 28. Leave your business card to receive a free dashboard #SMWRdam - JochemKoole.com
- 29. Meet me at the elevators for a chat And some free advice Or find me on LinkedIn, Twitter, or Google+ #SMWRdam - JochemKoole.com
Editor's Notes
- Welcome to this keynote about social business: empowering YOUR employees to create real value for YOUR organization (through their own personal social media accounts)
- Independent social business strategist Help B2B professional service firms successfully use social media as business tools Deloitte, Grant Thornton, Loyens & Loeff, Microsoft, and PostNL
- We have only 45 minutes… I’ll be talking for 30 minutes: The role of social media for companies in the 21st century Four possible social business scenarios Social business champions Five steps to success After that, we’ll have 15 minutes for questions
- I promised to destroy some social media myths, so let’s start by kicking in this open door, that all of you know already… Social media are not a wonder cure, not something you can switch on and success will follow automatically, and they’re definitely not magical tools SHATTERED! Using social media to actually book results is hard work Hopefully, after this presentation you’ll have an idea on how to make all that hard work count
- When we talk about social media, people immediately think LinkedIn, Twitter, and Facebook. Well, after only 10 minutes on Facebook… I’ve seen a rapping pastor (Jim Colerick from a church in Iowa)– probably fake, Somebody playing AC/DC’s Thunderstruck on a bag pipe (Bad Piper – Australia’s Got Talent 2010) – probably real, I’ve received numerous invitations to play games (Candy Crush & FarmVille 2), And have seen hundreds of cute baby animals. AWW… Do you as a company want to compete with all of that? Because that’s basically what you’re doing when buying ads and publishing your corporate (buy my stuff) content onto Facebook and Twitter (less so on LinkedIn). I don’t know…
- I mean, you could. Like Coca Cola did with the happiness truck, a “delivery truck is converted into a happiness machine on wheels delivering "doses" of happiness” i.e. t-shirts and bottles of Coke in Rio de Janeiro or Ho Chi Minh City (Vietnam - video) Obviously, really cool to do, shoot a nice video of and post it on YouTube. But what’s the use, if some guys in the Ukraine found out that Coke is not so much a great drink, but it is a great way to remove rust from a truck’s bumper and decide to post a video of that on YouTube (receiving half the views) I’m not saying you shouldn’t create ads like these. I’m just not sure if it’s time and money well spent…
- I do know this: The 21st century started almost 15 years ago and things have changed In the 21st century…
- Time is becoming scarcer by the day (the amount of information we need to process in day is only growing => http://www.pinterest.com/pin/140806213298138/) Every minute: 277.000 Tweets are posted 72 hours of video material is uploaded to YouTube 204 millions emails are send
- At the same time, information no longer equals power (as lots of information is stored in databases that are publicly accessible through the internet - Google)
- And technology is taking over our jobs. We’ve seen this in factories (mechanical muscle), but now we’re seeing at when we go to the movies (Pathé), buy groceries at Albert Heijn (mechanical brains). Even the work lawyers and accountants (Deloitte CTRL, AFAS) do is partially being replaced by computers (mechanical brains).
- Since there’s always a computer that is able to do our work faster, better, and… cheaper, competing on price is getting more useless than ever.
- At the same time, less and less people are willing to pay for information Look at magazines and newspapers: they’re all struggling to keep a business model, because of the information overload from the internet The same goes for the apps on your iPhone: you’re not paying for data in Google Maps or Buienradar
- So, how can you make a difference in the 21st century? It’s really simple actually: by being human. There is something information and computers are not capable of and that’s RELATIONSHIPS
- However, you can use information and computers to help you build and strengthen relationships! Keep in mind that “There is no separate digital economy. We have an economy that is digital.” like European commissioner Neelie Kroes says Online and offline are the same: I’m the same person here, as I am on LinkedIn or Twitter These are just tools that help me use information to build and strengthen relationships Digital technologies in themselves are neither good, nor bad Neither effective, nor ineffective It’s people who decide how to use digital technologies (like social media) They create the effect
- So my suggestion to you is simple: focus on the people within your organization, your colleagues Empower them to use their own social media accounts as business tools Sure, a corporate social media account has its value, but the real opportunity for you lies in improving communications and relationships between your colleagues and their target audience All your colleagues? Well, yes: using social media as a business tool is not the responsibility of one single department, it’s the responsibility of everyone in an organization
- So, where to start? Well, the focus is on employees and employees can have 4 different target audiences: employees, potential employees, clients, and potential clients. Sure, company’s can have a fifth target audience: stakeholders that are not directly involved in the organization (like the media, neighbours, or politicians) However, these people are not a target audience for your colleagues. If you really want to make a difference for your organization (and create actual business results), you’ll need to start with either one of these scenarios. Projects delayed, missing deadlines, customers starting to become unhappy, because knowledge and expertise doesn’t flow? Scenario 1 Challenge of recruiting hundreds, maybe thousands each year? Scenario 2 – Find the right people faster, keep them longer Mayor churn / client are leaving? Ask for a percentage of that churn, use it to improve existing relationships and lower churn (scenario 3) Or build new relationships with new clients and help colleagues generate new business for themselves and the company (scenario 4) After you have chosen your scenario, you will start…
- And when you first approach your colleagues with this idea, here’s what they will say: my target audience isn’t on social media Facebook: 1,23 billion active monthly users, 9 million Dutch members, close to 10 million unique visits per month Twitter: 241 million active users, 3,7 million unique Dutch visits per month LinkedIn: 277 million members, 5 million Dutch members SHATTERED! “Just because your target audience isn’t talking about your brand on Twitter, doesn’t mean you cannot connect with them on LinkedIn or Facebook.” “There’s no separate digital economy”
- What is true is, that - just like anything else - not everybody is equally eager to start using social media as a business tool. So, where do you start? When using social media as business tools is the responsibility of every one within the organization?
- I strongly believe in the Pareto principle: everything in the world is divided along the same scale: 80/20, 85/15, or 90/10 10-20% of your clients make for 80-90% of your income 10-20% of your employees make for 80-90% of the trouble
- It’s the same on social media: 10% is active, and 1% (10% of the 10%) is super active They are your social business champions Start with them. Empower them and let them reach 9% and then 90% of your organization
- Characteristics of social business champions, as learned in practice at Deloitte
- Here’s something else you’ll hear: it takes too much time Well, it could… Possibilities are endless, while your time isn’t So, to make sure you’re not wasting time: set clear goals!
- So better use the time they have as effectively and efficiently as possible Help the champions within your organization set their social business goal What it is that their trying to achieve? Why? And before when? Then, follow these 5 steps: Optimize profile – Indicate whom they’re helping and with what Optimize network – Make sure they’re able to reach their target audience Collect content – Collect valuable information Create and distribute Help them engage in a dialogue with their target audience based on content
- So, content… “I guess, I’ll need to share my whole life with the world!?” Please don’t! Content is over rated. Time is limited Truth is people are not interested in what you have to say, nor do they have the time to listen to it Make it as relevant as possible
- At the same time, something really small can be really valuable It’s the target audience that determines the value There are three types of content and you’ll need to mix them up to effectively use social media as business tools
- All of this is wrapped into the PCTT model, Where Time is limited. Within the limited Time that is available, You’ll help the People within your organization (Employees) Use valuable information (Content) and Tools To improve relationships with other People (their target audience)
- I’ve developed a free dashboard you can use to measure the results of scenario 2, 3 & 4.