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How to Plan and Design your Social Business Culture?

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What can small and medium business (SMB) learn from giants such as IBM, Adobe and Dell about becoming a social business?

At first sight learning from these giants seems a crazy idea. SMB’s are different by every means. They have less budget, less employees, and certainly have different problems.

But surprisingly, when looking at how these large companies have become social businesses, there is a lot smaller companies can learn…

Also check out this blog post : http://www.b2bmarketingexperiences.com/2014/11/ibm-adobe-dell-become-social-business-can-smaller-company-learn/

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How to Plan and Design your Social Business Culture?

  1. 1. Social Business.
  2. 2. Social Business. Is not about social media.
  3. 3. Social Business. Is not about social media. Not even about marketing.
  4. 4. SOCIAL BUSINESS IS ABOUT PRODUCING OUTCOMES THAT MATTER TO THE BUSINESS… … through people.
  5. 5. This is our world today. Ad overload
  6. 6. This is our world today. Ad overload Channel overload Source : Qmee
  7. 7. This is our world today. Ad overload Channel overload Changing Buying Behavior Source : Qmee
  8. 8. BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS SiriusDecisions
  9. 9. THIS IS HOW THEY WAIT… The buyer, today Aware of the problem Search for solutions Consider solutions Build preference Buy the product
  10. 10. The seller Inspire & attract Educate & inform Direct to solutions Build trust Persuade THIS IS HOW THEY WAIT… The buyer, today Aware of the problem Search for solutions Consider solutions Build preference Buy the product
  11. 11. The seller Inspire & attract Educate & inform Direct to solutions Build trust Persuade THIS IS HOW THEY WAIT… The buyer, today Aware of the problem Search for solutions Consider solutions Build preference Buy the product research
  12. 12. The seller Inspire & attract Educate & inform Direct to solutions Build trust Persuade THIS IS HOW THEY WAIT… first contact The buyer, today Aware of the problem Search for solutions Consider solutions Build preference Buy the product research
  13. 13. THE END GOAL ISN’T A PURCHASE ACTION ANYMORE. THE NEW END-GOAL IS TRUST.
  14. 14. IN A SOCIAL BUSINESS, BUILDING TRUST IS DONE BY EMPLOYEES.
  15. 15. Customers and partners >>> TRUST & INTEREST <<< Marketing Sales Production & Logistics Customer Service Answer questions & business issues (with products and content) EMPLOYEES BUILD TRUST … …by answering questions to technical, personal or business issues
  16. 16. • Click to edit text • Second level So. • Third level • Fourth level • Fifth level
  17. 17. • Click to edit text • Second level So. Trust is built through content. • Third level • Fourth level • Fifth level
  18. 18. • Click to edit text • Second level So. Trust is built through content. And through social interactions. • Third level • Fourth level • Fifth level
  19. 19. • Click to edit text • Second level So. Trust is built through content. And through social interactions. • Third level • Fourth level • Fifth level Employees breathe life into that content.
  20. 20. • Click to edit text • Second level So. Trust is built through content. And through social interactions. • Third level • Fourth level • Fifth level Employees breathe life into that content. Without employees, everything falls…
  21. 21. • Click to edit text • Second level So. Trust is built through content. And through social interactions. • Third level • Fourth level • Fifth level Employees breathe life into that content. Without employees, everything falls… flat.
  22. 22. • Click to edit text • Second level FLAT. • Third level • Fourth level • Fifth level
  23. 23. SO,
  24. 24. SO, START CREATING A CULTURE
  25. 25. SO, START CREATING A CULTURE OF EDUCATION AND SHARING,
  26. 26. SO, START CREATING A CULTURE OF EDUCATION AND SHARING, INTERNALLY AND EXTERNALLY.
  27. 27. TRAIN EMPLOYEES ON NEW ROLES AND RESPONSIBILITIES • Evangelization • Content creation & amplification • Social media and escalation mechanisms • New roles, processes and governance
  28. 28. DEVELOP NEW PROCESSES TO LISTEN AND ANSWER TO CUSTOMERS
  29. 29. NEW PROCESSES TO “LISTEN” AND “ANSWER LISTEN ANSWERS EDITORIAL PLAN CREATION PROJECT MGMT PUBLISH & PROMOTE CONVERSATION MGMT MEASURE Business Objectives Marketing Strategy Brand DNA Roadmap SOCIAL MEDIA STRATEGY “themes” Content Marketing Strategy Content Strategy © HappiFish
  30. 30. CREATE YOUR ANSWERING TEAM
  31. 31. 2 TYPES OF CONTENT A-team Orchestrated & planned content
  32. 32. 2 TYPES OF CONTENT A-team Employee community Orchestrated & planned content Peer to Peer content
  33. 33. USE THE POWER OF EMPLOYEE CONTENT AMPLIFICATION 300 employees 150 contacts first degree 22.500 second degree
  34. 34. USE THE POWER OF EMPLOYEE CONTENT AMPLIFICATION 300 employees 150 contacts first degree 22.500 second degree
  35. 35. USE THE POWER OF EMPLOYEE CONTENT AMPLIFICATION 300 employees 150 contacts first degree 22.500 second degree 45.000 first degree 6,7M second degree
  36. 36. LET’S LOOK AT
  37. 37. BEST PRACTICES FROM IBM, ADOBE, DELL Program IBM Adobe Dell Social policy X X X Employee enablement • Digital IBMer knowledge hub • Opt-in programs with rewards • Trainings with certificates & perks • Basic, intermediate & advanced training • Certification • Online and quarterly • Badges • Sharing master ontent calendars • Sharing weekly summary of content highlights • Adobe social platform • DL emails with sample tweets SMaC University interactive courses (mandatory and optional) SalesForce chatter Certification, badges & rewards Outside expert presentations Employee “unconferences” Culture programs • Online “Jam” Events • Hackatons • Technology adoption program • Forward thinker program • IBM Select • Client executive engagement • Centre of excellence • Forums for best practice sharing • External social media experts presenting • Opt-in based objectives • Social council • “Ask a pro” session SMaRT initiatives Customer advistory panel days Social Think Tanks Social outreach services SMaC Champions Mentoring • Social selling champions program • Social buddy program • Follow the leader program Influencer program • Smarter planet • Citizen IBM • IBM Research • Midsize Insider Too much to read, isn’t it ? • Process to communicate with internal Adobe evangelists and bloggers Dell Rockstar program Social listening command centre
  38. 38. Let’s see.
  39. 39. Let’s see. What have they done in common?
  40. 40. Let’s see. What have they done in common? What is it that made them a social business?
  41. 41. Let’s see. What have they done in common? What is it that made them a social business? And what can a smaller company learn from it?
  42. 42. THIS IS WHAT YOU CAN LEARN…
  43. 43. THIS… Employee enablement tools Social policy Training programs Gamification – certificates & perks Incentivation – course credit, recognition and other rewards
  44. 44. THIS… Employee enablement tools Social policy Training programs Gamification – certificates & perks Incentivation – course credit, recognition and other rewards Give clear objectives Enthusiastic employees after training, but often hesitant to go social. Once one particular objective has been reached, the employee moves to a new task
  45. 45. AND THIS… Let progress come organically Find the internal and external platforms that fit best
  46. 46. AND THIS… Let progress come organically Find the internal and external platforms that fit best Take a multi-lateral approach Both “bottom’s up” and a “top-down” approach Employees drive the change Executive leadership validates providing greater resources and rewards
  47. 47. AND THIS… Let progress come organically Find the internal and external platforms that fit best Take a multi-lateral approach Both “bottom’s up” and a “top-down” approach Employees drive the change Executive leadership validates providing greater resources and rewards Don’t boil the ocean - Build change into process Focus on small, reachable goals, re-evaluate constantly, and work toward larger goals
  48. 48. Want more practical details ? Check out this blog post
  49. 49. • Only corporate cultures rooted in trust can do this • Enrich your culture - content, sharing and social • Connect “peers to peers” – train, facilitate, remove barriers • Key team with power – involvement • Communicate the vision & show success KEY SUCCESS CRITERIA
  50. 50. www.happifish.be We are HappiFish. From Belgium. (You know, the land of chocolate and beer?) We help companies to create marketing that people actually want. Because we believe marketing should be relevant to customers.
  51. 51. www.happifish.be P.S. We slaved all day over this Powerpoint, for You. If you like this presentation, why not returning the favor by visiting our site and check out what we do?
  52. 52. GET IN TOUCH twitter.com/tomdebaere be.linkedin.com/in/tomdebaere www.b2bmarketingexperiences.com slideshare.net/tomdebaere

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