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What Is
           Social
        Business?




                    Defining Social Business
         SideraWorks LLC - SideraWorks.com
V 1.0
What Is
Social
Business?
Agile
           The business world, and especially the professionals immersed in
Open       social media, have been discussing and debating the
           definition of social business from a number of different angles.
           Clarifying what we mean by “social business” is critical to
Engaged    determining whether it’s something we want our companies to
           be, and if so, how we go about achieving that.

Adaptive


                                                                              2
A comprehensive
understanding of social
business requires
several components.
We need to know:
• What a social business is
• What a social business does
• The difference between social media
                                             Understanding both the nature
	 and social business                        of a social business and how it’s
                                             different - and better - than what
• Why being a social business is desirable
                                             we’re doing today means that we
• The elements of becoming a                 can approach it intelligently, and
                                             as a true organizational evolution,
	 social business                            not just a tactic or campaign.




                                                                                   3
What A Social
Business Is
This is first question most people have, yet it’s the hardest to answer
consistently and completely in just a sentence or two.
It’s like asking “What is Customer Service?”

The answer differs if you’re describing the purpose, the processes, or
the outcomes. Depending on your point of view - as the customer,
an employee, or a partner - the answer can vary even more.                To that end, here is
                                                                          the resulting high
At SideraWorks, we’ve spent a great deal of time defining social
                                                                          level definition of
business in a way that encompasses its essence, but avoids much
of the jargon that simply adds to the confusion instead of providing      social business...
clarity.

All social businesses believe that meaningful change and evolution,
and the achievement of the above, must consider people and
processes as well as technology and platforms.

                                                                                                 4
Social Business is the creation of
an organization that is optimized
to benefit its entire ecosystem
(customers, employees, owners,
partners) by embedding
collaboration, information sharing,
and active engagement into its
operations and culture. The result
is a more responsive, adaptable,
effective, and ultimately more
successful company.




                                      5
What A Social
Business Does
So how do you recognize
a social business from the
outside?                                                                              Active
                                                               Connected
The core of a successful                   Empowerment                     Openness   Intelligence
social business and the
activities that support it
will reflect these six traits:                       Agility


                            Adaptability




                                                                                                     6
The Six Core Traits Of A Social Business

Agility Balancing speed of response,                     Smart Connectivity Sensibly
communication and information sharing with               integrating and deploying technology that removes
thoughtful coordination and long-term scalability.       barriers to communication rather than creating them,
                                                         and improves the information flow among customers,
                                                         prospects, teams and partners.

Openness Communicating with less
friction across organizational lines, in ways that
distribute and improve access to knowledge among         Active Intelligence Listening
stakeholders. Acknowledging and rewarding                and using established as well as new sources of
innovation, creativity, thoughtful feedback and          information. Leveraging data and analysis not just
collaboration.                                           to track activity, but to actively inform business
                                                         decisions and feed intelligence back into the business
                                                         to improve products, services, and processes.

Empowerment Allowing communities
to self-organize within the business to solve business
problems and share insight, and trusting decision-
                                                         Adaptability Designing an
                                                         organization that is flexible to the needs and
making to happen at the margins of the organization.
                                                         demands of employees as well as customers, and
                                                         believing that continuous adaptation and evolution is
                                                         not only critical to survival, but desirable in order to
                                                         stay ahead of the market.




                                                                                                                    7
But what about the term ‘social media’
that has taken the world by storm?
Is doing social media and becoming a
social business the same thing?




                                         8
The Difference
Between Social Media
& Social Business

    Social                                            Social
    Media                                            Business




      They are two of the most commonly confused terms in
      today’s business world, but they aren’t interchangeable.


       What‘s the difference?
                                                                 9
Social Media                                  Social Business
are the platforms and technologies that       is the process and result of optimizing
people use to communicate and create          your internal business to take advantage
interactively, like Twitter, Facebook,        of social media’s opportunities, putting
Yammer, or YouTube. Most often we refer       processes and governance in place
to social media as the technologies that      to mitigate its risks and adapt to its
are used between a company and the            implications, and applying social concepts
public at large, but it could also refer to   and technology internally to enable
the platforms used inside a company           collaboration, sharing, innovation, and
to communicate in a more social and           open engagement.
collaborative manner.                         Social business can encompass using
When most people reference social             external social media, but it’s not a
media for business, they’re referring to      requirement. Technically, an organization
using these technologies for engagement       can be a social business without engaging
with the public, or for leveraging for data   publicly in social media at all.
purposes. The activities are typically
(though not always) used and managed
by customer-facing departments like
marketing, customer service, PR, or sales.




                                                                                           10
As an example, a global building supply company created an internal
                    social network that enabled over 20,000 of its employees to collaborate
                    with one another, expediting and improving things like product
A social business   launches.

isn‘t necessarily   They still needed to create policies and governance that support
                    employees who are using social media personally, set vision and
engaged in          objectives for the organization, and coordinate and improve a number
                    of internal practices to accommodate the increased connectivity.
social media.       Collaboration, dynamic engagement, policy creation, governance,
                    efficiency...this is certainly an organization evolving as a social
                    business, yet public engagement with social media isn’t currently a
                    focused part of their efforts.




                                                                                              11
The Case For
Social Business
                                 But the transition
The evolution from business
                                 carries with it a
as we’ve known it to social      significant number of
business is a complex one,       benefits, including...
and includes a number of
facets, from cultural shift to
organizational design, process
improvement and a hefty
dose of thoughtful change
management to guide it all.




                                                          12
Benefits of a Social Business

Improved customer satisfaction      More effective knowledge             Lowered costs through
since you’re reacting faster and    sharing that’s one part a sound      everything from improved
more openly, applying their input   technology base, one part            product development and an
towards improving products and      well-thought out process, and        appetite for innovation to more
services, and making them feel      a large part giving everyone         efficient internal processes, more
like a much more invested and       from employees to partners the       collaborative employee education
engaged part of your business.      ability to learn from, contribute    and training, and stronger
                                    to and preserve the collective       relationships with partners that
                                    intelligence of the company.         yield better opportunities.

Deeper employee loyalty fueled
by a more collaborative work        Strengthened brand reputation        Clearly established vision
environment that empowers each      from customers and partners          and governance to guide the
person in the organization to be    who feel better informed, heard,     organization’s social initiatives
a part of shifting and improving    and connected, and from the          overall, and a coordinated center
the business. That makes your       people inside your organization      to unify independent social and
company a more attractive place     who are charged with stewarding      collaboration projects within
to work, too.                       that brand in their everyday work.   departments or business units.




                                                                                                             13
However, all of these things, including
the unquestionable benefits of agility,
collaboration, and so on have been
objectives of the more progressive
organizations for some time.
Why is this anything new? Why are
organizations so aggressively pursuing
this thing called ‘social business’?




                                          14
Organizational efforts in the past have been driven from the inside.
                  Efforts to acquire these individual traits have typically had passionate
                  sponsorship within a successful company at one time or another. Yet,
                  those internal efforts most often wither away, relegated lower and lower
                  on the priority list as the daily demands of business take precedence.

                  Instead, today’s perfect storm of business evolution is powered by a
                  series of external forces that are driving the shift instead. Social media
                  and their associated implications are at the very center of that change.
                  For example:
The answer to
                  • The incoming workforce, its values, and its expectations for open 		
that question     	 communication and empowerment demand a more flexible culture 		
                  	 and work environment;
lies outside of   • Customers expect to communicate more seamlessly and have more 		
the company...    	 attentive, personal relationships with businesses;
                  • The technologies available to successfully enable social concepts have 	
literally.        	 matured in both capabilities and affordability;
                  • The profile of today’s successful companies reflect social values that 		
                  	 are embedded in the core of the organization.

                  While that may mean that it is no longer a choice for a company
                  to evolve if it wants to thrive in this changing environment, it also
                  represents a significant opportunity.

                  The biggest question for most organizations, however? How to move
                  from where they are today to the social business model they envision
                  for the future.


                                                                                               15
How To Build A
Social Business
Social business strategies   Almost any area of a business can become
                             the spark that ignites a social media initiative
can vary widely between      and turns it into the foundation for a social
                             business plan.
organizations based on       But whether social business begins in
their unique opportunities   marketing or customer service, or starts as
                             a holistic and organization-wide initiative,
and challenges.              there are specific areas that an organization
                             will need to address and evaluate as part of
                             shaping an overall plan.




                                                                                16
The start of any social business
Vision & Goals: Is there a guiding vision for why the company
wants to become a social business and what they hope to               planning - whether departmental
achieve as a result?                                                  or organization-wide - should
                                                                      start with a comprehensive
Cultural Readiness: Is the organization’s mindset conducive           readiness assessment that
to change and the more open and collaborative nature of social        considers each aspect of the
business?                                                             company that social can and
                                                                      will touch, whether directly or
Organizational Structure: Is the design of the business
                                                                      indirectly. Knowing where you’re
optimal for faster information flow and more distributed decision
                                                                      starting from ensures that you
making? Are all the pivotal roles filled with the right people? Are
there critical roles that don’t yet exist?                            can craft a thoughtful model for
                                                                      where you’re headed.
Social Strategy: Are there external and internal social strategies
in place, and are they unified or integrated in some way?             In its culture, people,
                                                                      communication and systems.
Communication: Are there fluid communication processes in             Social is something that a
place and the infrastructure and tools available to support them?     business is, inside and out, not
                                                                      just something that marketing
Social Technologies: What systems are in place now, and are
                                                                      does. It’s forging a new center
they consistent across the business? Are there needs gaps?
How is due diligence and deployment being handled?                    to the business universe, a
                                                                      center that needs a new kind of
Training and Education: How is social business and social             ecosystem - and balance -
media education being designed and implemented throughout             to thrive.
the organization?



                                                                                                         17
The real power of
social lives in the
bedrock of a business.




                         18
What Does                                           Our work
                                                    might include:

SideraWorks                                         • Assessment and audit workshops

                                                    • Development of ‘end state’ social 		
                                                    	 business vision


Do?                                                 • Plan development for bridging from 	
                                                    	 ‘current state’ to ‘end state’

                                                    • Program management of a social 		
                                                    	 business plan
In short, we focus on developing and building
                                                    • Change management & culture 		
social business models and helping companies
                                                    	initiatives
implement them. We don’t work on social
media programs, like individual social marketing    • Social technology due diligence, 		
campaigns or developing and managing social         	 deployment planning, contract
media presences on Facebook.                        	assistance

                                                    • Process and governance 				
Instead, we focus our expertise on the business     	implementation
evolution process, from conducting audits and
readiness assessments for businesses trying to      • Executive and partner/agency 			
become more social, to building a centralized       	facilitation
pivot point for social program coordination in an
                                                    • Development of training, 			
organization that we call the Center of Gravity™.   	 onboarding or education programs


For more about what makes SideraWorks different and how we approach our
engagements, have a look at our website and case examples.
Questions? Comments? Email us at info@sideraworks.com and let us know.
                                                                                             19
Sideraworks LLC
321 Clark St // Ste. 500
  Chicago // Illinois
  SideraWorks.com




                           20

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What Is Social Business ? A SideraWorks Brief

  • 1. What Is Social Business? Defining Social Business SideraWorks LLC - SideraWorks.com V 1.0
  • 2. What Is Social Business? Agile The business world, and especially the professionals immersed in Open social media, have been discussing and debating the definition of social business from a number of different angles. Clarifying what we mean by “social business” is critical to Engaged determining whether it’s something we want our companies to be, and if so, how we go about achieving that. Adaptive 2
  • 3. A comprehensive understanding of social business requires several components. We need to know: • What a social business is • What a social business does • The difference between social media Understanding both the nature and social business of a social business and how it’s different - and better - than what • Why being a social business is desirable we’re doing today means that we • The elements of becoming a can approach it intelligently, and as a true organizational evolution, social business not just a tactic or campaign. 3
  • 4. What A Social Business Is This is first question most people have, yet it’s the hardest to answer consistently and completely in just a sentence or two. It’s like asking “What is Customer Service?” The answer differs if you’re describing the purpose, the processes, or the outcomes. Depending on your point of view - as the customer, an employee, or a partner - the answer can vary even more. To that end, here is the resulting high At SideraWorks, we’ve spent a great deal of time defining social level definition of business in a way that encompasses its essence, but avoids much of the jargon that simply adds to the confusion instead of providing social business... clarity. All social businesses believe that meaningful change and evolution, and the achievement of the above, must consider people and processes as well as technology and platforms. 4
  • 5. Social Business is the creation of an organization that is optimized to benefit its entire ecosystem (customers, employees, owners, partners) by embedding collaboration, information sharing, and active engagement into its operations and culture. The result is a more responsive, adaptable, effective, and ultimately more successful company. 5
  • 6. What A Social Business Does So how do you recognize a social business from the outside? Active Connected The core of a successful Empowerment Openness Intelligence social business and the activities that support it will reflect these six traits: Agility Adaptability 6
  • 7. The Six Core Traits Of A Social Business Agility Balancing speed of response, Smart Connectivity Sensibly communication and information sharing with integrating and deploying technology that removes thoughtful coordination and long-term scalability. barriers to communication rather than creating them, and improves the information flow among customers, prospects, teams and partners. Openness Communicating with less friction across organizational lines, in ways that distribute and improve access to knowledge among Active Intelligence Listening stakeholders. Acknowledging and rewarding and using established as well as new sources of innovation, creativity, thoughtful feedback and information. Leveraging data and analysis not just collaboration. to track activity, but to actively inform business decisions and feed intelligence back into the business to improve products, services, and processes. Empowerment Allowing communities to self-organize within the business to solve business problems and share insight, and trusting decision- Adaptability Designing an organization that is flexible to the needs and making to happen at the margins of the organization. demands of employees as well as customers, and believing that continuous adaptation and evolution is not only critical to survival, but desirable in order to stay ahead of the market. 7
  • 8. But what about the term ‘social media’ that has taken the world by storm? Is doing social media and becoming a social business the same thing? 8
  • 9. The Difference Between Social Media & Social Business Social Social Media Business They are two of the most commonly confused terms in today’s business world, but they aren’t interchangeable. What‘s the difference? 9
  • 10. Social Media Social Business are the platforms and technologies that is the process and result of optimizing people use to communicate and create your internal business to take advantage interactively, like Twitter, Facebook, of social media’s opportunities, putting Yammer, or YouTube. Most often we refer processes and governance in place to social media as the technologies that to mitigate its risks and adapt to its are used between a company and the implications, and applying social concepts public at large, but it could also refer to and technology internally to enable the platforms used inside a company collaboration, sharing, innovation, and to communicate in a more social and open engagement. collaborative manner. Social business can encompass using When most people reference social external social media, but it’s not a media for business, they’re referring to requirement. Technically, an organization using these technologies for engagement can be a social business without engaging with the public, or for leveraging for data publicly in social media at all. purposes. The activities are typically (though not always) used and managed by customer-facing departments like marketing, customer service, PR, or sales. 10
  • 11. As an example, a global building supply company created an internal social network that enabled over 20,000 of its employees to collaborate with one another, expediting and improving things like product A social business launches. isn‘t necessarily They still needed to create policies and governance that support employees who are using social media personally, set vision and engaged in objectives for the organization, and coordinate and improve a number of internal practices to accommodate the increased connectivity. social media. Collaboration, dynamic engagement, policy creation, governance, efficiency...this is certainly an organization evolving as a social business, yet public engagement with social media isn’t currently a focused part of their efforts. 11
  • 12. The Case For Social Business But the transition The evolution from business carries with it a as we’ve known it to social significant number of business is a complex one, benefits, including... and includes a number of facets, from cultural shift to organizational design, process improvement and a hefty dose of thoughtful change management to guide it all. 12
  • 13. Benefits of a Social Business Improved customer satisfaction More effective knowledge Lowered costs through since you’re reacting faster and sharing that’s one part a sound everything from improved more openly, applying their input technology base, one part product development and an towards improving products and well-thought out process, and appetite for innovation to more services, and making them feel a large part giving everyone efficient internal processes, more like a much more invested and from employees to partners the collaborative employee education engaged part of your business. ability to learn from, contribute and training, and stronger to and preserve the collective relationships with partners that intelligence of the company. yield better opportunities. Deeper employee loyalty fueled by a more collaborative work Strengthened brand reputation Clearly established vision environment that empowers each from customers and partners and governance to guide the person in the organization to be who feel better informed, heard, organization’s social initiatives a part of shifting and improving and connected, and from the overall, and a coordinated center the business. That makes your people inside your organization to unify independent social and company a more attractive place who are charged with stewarding collaboration projects within to work, too. that brand in their everyday work. departments or business units. 13
  • 14. However, all of these things, including the unquestionable benefits of agility, collaboration, and so on have been objectives of the more progressive organizations for some time. Why is this anything new? Why are organizations so aggressively pursuing this thing called ‘social business’? 14
  • 15. Organizational efforts in the past have been driven from the inside. Efforts to acquire these individual traits have typically had passionate sponsorship within a successful company at one time or another. Yet, those internal efforts most often wither away, relegated lower and lower on the priority list as the daily demands of business take precedence. Instead, today’s perfect storm of business evolution is powered by a series of external forces that are driving the shift instead. Social media and their associated implications are at the very center of that change. For example: The answer to • The incoming workforce, its values, and its expectations for open that question communication and empowerment demand a more flexible culture and work environment; lies outside of • Customers expect to communicate more seamlessly and have more the company... attentive, personal relationships with businesses; • The technologies available to successfully enable social concepts have literally. matured in both capabilities and affordability; • The profile of today’s successful companies reflect social values that are embedded in the core of the organization. While that may mean that it is no longer a choice for a company to evolve if it wants to thrive in this changing environment, it also represents a significant opportunity. The biggest question for most organizations, however? How to move from where they are today to the social business model they envision for the future. 15
  • 16. How To Build A Social Business Social business strategies Almost any area of a business can become the spark that ignites a social media initiative can vary widely between and turns it into the foundation for a social business plan. organizations based on But whether social business begins in their unique opportunities marketing or customer service, or starts as a holistic and organization-wide initiative, and challenges. there are specific areas that an organization will need to address and evaluate as part of shaping an overall plan. 16
  • 17. The start of any social business Vision & Goals: Is there a guiding vision for why the company wants to become a social business and what they hope to planning - whether departmental achieve as a result? or organization-wide - should start with a comprehensive Cultural Readiness: Is the organization’s mindset conducive readiness assessment that to change and the more open and collaborative nature of social considers each aspect of the business? company that social can and will touch, whether directly or Organizational Structure: Is the design of the business indirectly. Knowing where you’re optimal for faster information flow and more distributed decision starting from ensures that you making? Are all the pivotal roles filled with the right people? Are there critical roles that don’t yet exist? can craft a thoughtful model for where you’re headed. Social Strategy: Are there external and internal social strategies in place, and are they unified or integrated in some way? In its culture, people, communication and systems. Communication: Are there fluid communication processes in Social is something that a place and the infrastructure and tools available to support them? business is, inside and out, not just something that marketing Social Technologies: What systems are in place now, and are does. It’s forging a new center they consistent across the business? Are there needs gaps? How is due diligence and deployment being handled? to the business universe, a center that needs a new kind of Training and Education: How is social business and social ecosystem - and balance - media education being designed and implemented throughout to thrive. the organization? 17
  • 18. The real power of social lives in the bedrock of a business. 18
  • 19. What Does Our work might include: SideraWorks • Assessment and audit workshops • Development of ‘end state’ social business vision Do? • Plan development for bridging from ‘current state’ to ‘end state’ • Program management of a social business plan In short, we focus on developing and building • Change management & culture social business models and helping companies initiatives implement them. We don’t work on social media programs, like individual social marketing • Social technology due diligence, campaigns or developing and managing social deployment planning, contract media presences on Facebook. assistance • Process and governance Instead, we focus our expertise on the business implementation evolution process, from conducting audits and readiness assessments for businesses trying to • Executive and partner/agency become more social, to building a centralized facilitation pivot point for social program coordination in an • Development of training, organization that we call the Center of Gravity™. onboarding or education programs For more about what makes SideraWorks different and how we approach our engagements, have a look at our website and case examples. Questions? Comments? Email us at info@sideraworks.com and let us know. 19
  • 20. Sideraworks LLC 321 Clark St // Ste. 500 Chicago // Illinois SideraWorks.com 20