Blogworld Social Business Slides #BWELA
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The document traces the evolution of social business from early adoption of social media by companies and brands to engage customers, to modern organizations integrating social technologies across departments and establishing governance policies and frameworks. It describes how social business matures an organization by changing culture, processes and technology to facilitate internal and external social conversations for business goals. Effective social business alignment internally and externally between programs, measurement and culture leads to measurable business results.
Blogworld Social Business Slides #BWELA
- 1. SOCIAL BUSINESS: FROM ORGANIZATIONAL CHOAS TO CORPORATE THE EVOLUTION OF SOCIAL BUSINESS GOVERANCE MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING EDELMAN DIGITAL | @BRITOPIAN ON TWITTER @BRITOPIAN ON TWITTER
- 2. THE EVOLUTION OF SOCIAL BUSINESS 2008 to present THE EVOLUTION OF SOCIAL BUSINESS 2003 to present SOCIAL BUSINESS 1995 to present SOCIAL BRAND SOCIAL CUSTOMER • Technology Innovation gives • Companies and brands join • Organizations begin humanizing customers a voice Twitter, Facebook and create business operations • They are Influential corporate blogs • Organizational models are formed • Amplified voices across the social • Engage with the social customer in to include social media web various channels • Organizational silos are torn down • Google indexing critical • Social Media teams are forming between internal teams conversations about companies slowly • Governance models and social • Social Customers are trusted • Small budgets are allocated on a media policies are created amongst their peers as influence project basis to social media • Social becomes an essential grows engagement and community attribute of organizational culture building @BRITOPIAN ON TWITTER
- 3. HOW DOES THE SOCIAL CUSTOMER BEHAVE? • The customer journey is dynamic; and always changes • Brands need to have multiple customer touch points to break through the clutter • Customers need to hear things 3 – 5 times before the actually believe (Edelman Trust Barometer) @BRITOPIAN ON TWITTER
- 4. THE SOCIAL CUSTOMER AND BRAND EXPERIENCE Research E N G A G E M E N T GOOGLE PRODUCTS & SERVICES Participate MINIMAL PARTICIPATION (FRIENDS, FANS 7 FOLLOWERS Share SHARE CONTENT WHEN CONVENIENT MAY POST A REVIEW (POSITIVE AND NEGATIVE) Advocacy AID AND INFLUENCE THEIR MICROCOMMUNITIES DOWN THE PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS BRAND IMPACT @BRITOPIAN ON TWITTER
- 5. THE NEW PURCHASE FUNNEL • A brand should build relationships with the social customer on order to drive advocacy • Advocates talk about the brand, even when the brand isn’t listening • Advocates are trusted among their peers and within their micro communities • Advocates are aiding and influencing others down the purchase funnel • The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact @BRITOPIAN ON TWITTER
- 6. DEFINING A SOCIAL BRAND A social brand is any company, product, individual, politician that uses social technologies in order to communicate with the social customer, their partners and constituencies or the general public. @BRITOPIAN ON TWITTER
- 7. DEFINING A SOCIAL BRAND A social brand is any company, product, individual, politician that uses social technologies in order to communicate with the social customer, their partners and constituencies or the general public. @BRITOPIAN ON TWITTER
- 8. CHAOS EXISTS IN THE ORGANIZATION TODAY TWEETS BLOG POSTS FACEBOOK UPDATES RACISM LEAKING CONFIDENTIAL INFORMATION HATE SPEECH BASHING COMPETITORS TALKING SMACK ABOUT YOUR BOSS @BRITOPIAN ON TWITTER
- 9. EMPLOYEES DON’T KNOW HOW TO BEHAVE @BRITOPIAN ON TWITTER
- 10. CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT My team owns the Facebook page!! Relax … I just wanted to post our DO YOU UNDERSTAND? press release….
- 11. MULTIPLE & DUPLICATE SOCAL MEDIA CHANNELS @BRITOPIAN ON TWITTER
- 12. MEASUREMENT INCONSISTENCY @BRITOPIAN ON TWITTER
- 13. ORGANIZATIONS FOCUSING ON INTERNAL CHANGE @BRITOPIAN ON TWITTER
- 14. FROM CHAOS TO GOVERNANCE GOVERNANCE MODEL Employee Technology Policies Guidelines Organization Design Channel Creation Activation Deployment • Legal document • Guides employee's • Directs the • Address the • Process creation for • Enablement • Addresses behavior on the organization to creation of new, existing process for internal compliance and is social web maximize its new, external facing employees that / external social very specific on • It’s good practice to structure to ensure social media want to engage applications what not to do co-create guidelines efficiencies and channels externally • Security & Privacy • Governs employees with employees scale • Creates consist • Training modules • Ensures technology behavior • Moderation policies • Provides guidance messaging and creates an increase consistency across • Employees liable for of ownership for minimizes customer in employee the organization for actions Facebook, Corporat the social media job confusion proficiency e blogs function @BRITOPIAN ON TWITTER
- 15. ESTABLISHING A CONTENT LIBRARY @BRITOPIAN ON TWITTER
- 16. ESTABLISHING A MEASUREMENT FRAMEWORK Financial Impact Metrics • ROI • Paid, Earned, Owned Media Value • Purchase Funnel Metrics Non Financial Impact Metrics • Community Health - Growth • Community Health – Membership • Community Health – Engagement • Share of Voice @BRITOPIAN ON TWITTER
- 17. ESTABLISHING A MEASUREMENT FRAMEWORK Financial Impact Metrics • ROI • Paid, Earned, Owned Media Value • Purchase Funnel Metrics Non Financial Impact Metrics • Community Health - Growth • Community Health – Membership • Community Health – Engagement • Share of Voice @BRITOPIAN ON TWITTER
- 18. USHERING IN SOCIAL BUSINESS • A social business is built upon three pillars – people, process and technology • Change management and culture change is essential in order for genuine social business transformation to occur • Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first @BRITOPIAN ON TWITTER
- 19. SOCIAL BUSINESS DEFINED A social business is any organization that has integrated and operationalized social media within every job function (and process) internally. @BRITOPIAN ON TWITTER
- 20. BUSINESS & BRAND ALIGNMENT = RESULTS Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND MEASURABLE SOCIAL BUSINESS (External) OUTCOMES (Internal) Training Process Collaboration Organization Models Research & Development Policies & Guidelines Knowledge Sharing Culture Infographic by @armano Infrastructure @BRITOPIAN ON TWITTER
- 21. SOCIAL BUSINESS VALUE CREATION MODEL Sales Advocacy Product Feedback Social Customer Value Creation Social Business Social Brand Brand Enablement Engagement Product Innovation Product Discounts Process Improvement Relevant Content Solving customer issues @BRITOPIAN ON TWITTER
- 23. SOMETIMES IT’S THE SMALL THINGS @BRITOPIAN ON TWITTER
- 24. SOMETIMES IT’S THE NOT SO SMALL THINGS @BRITOPIAN ON TWITTER
- 25. SOMETIMES IT’S A BFD Over the last 5 days, there have been 63,106 twitter mentions; 12,3016,338 impressions @BRITOPIAN ON TWITTER
- 26. ACTION SPEAKS LOUDER THAN WORDS!
- 27. THANK YOU FOR YOUR TIME! Michael Brito SVP, Social Business Planning Edelman Digital Michael.Brito@edelman.com @Britopian HTTP://THESOCIALBUSINESSBOOK.COM @BRITOPIAN ON TWITTER