The document discusses the evolution of social business and how organizations have progressed from having social customers to becoming social brands and social businesses. It emphasizes that social businesses integrate social media into every job function and process internally. The document provides guidance on developing a social business through establishing governance, activating employees, creating a content library, measurement frameworks, and aligning business and brand efforts.
Breaking the Kubernetes Kill Chain: Host Path Mount
Dallas Social Media Club - Smart Business, Social Business
1. SMART BUSINESS, SOCIAL BUSINESS
A PLAYBOOK FOR SOCIAL MEDIA IN YOUR ORGANIZATION
MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING
EDELMAN DIGITAL | @BRITOPIAN ON TWITTER
HTTP://THESOCIALBUSINESSBOOK.COM
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 customers a • Companies and brands join Twitter, • Organizations begin humanizing business
voice Facebook and create corporate blogs operations
• They are Influential • Engage with the social customer in various • Organizational models are formed to
• Amplified voice across the social web channels include social media
• Google indexing critical conversations • Social Media teams are forming slowly • Organizational silos are torn down between
about companies • Small budgets are allocated on a project internal teams
• Social Customers are trusted amongst basis to social media engagement and • Governance models and social media
their peers as influence grows community building policies are created
• Social becomes an essential attribute of
organizational culture
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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)
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4. THE SOCIAL CUSTOMER & THE 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
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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
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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.
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7. CHAOS EXISTS IN THE ORGANIZATION TODAY
TWEETS
BLOG POSTS
FACEBOOK
UPDATES
LEAKING RACISM
CONFIDENTIAL
INFORMATION
HATE SPEECH
BASHING
COMPETITORS
TALKING
SMACK
ABOUT
MANAGEMENT
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8. EMPLOYEES DON’T KNOW HOW TO BEHAVE
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9. CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT
My team owns the
Facebook page!!
Relax … I just
wanted to post our DO YOU UNDERSTAND?
press release….
10. MULTIPLE & DUPLICATE SOCAL MEDIA CHANNELS
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12. ORGANIZATIONS FOCUSING ON INTERNAL CHANGE
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13. FROM CHAOS TO GOVERNANCE
GOVERNANCE MODEL
Organization Channel Employee Technology
Policies Guidelines
Design 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, new, existing process for internal
compliance and is social web maximize its 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 Facebook, of ownership for minimizes customer in employee the organization
for actions Corporate blogs the social media job confusion proficiency
function
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14. ACTIVATING EMPLOYEES TO ENGAGE
Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies
Vimeo, YouTube, Twitvid, Qik, Livestream,
Video Record, upload video: live streaming, Hangouts
Ustream, Google+
Content Creators
Instagram, Picplz, Hipstamatic, Flickr,
Advanced Photos Upload and Tag images
Picassa
Wordpress, Tumblr, Posterous, Microsoft
Blogs Write and publish blog content
blogs
Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies
Micro Share product related news, announcements
Twitter, Friendfeed
Blogging within micro blogging platforms
Conversationalist
Social Engage in two way dialogue about products,
Intermediate Facebook, Orkut, Quora, Google+
Networks events and company news
3rd Party
Respond to comments in 3rd party blogs NA
Blogs
Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies
Send product related emails to friends, family
Email NA
Participant members and colleagues
Basic
Follow @brand and corresponding product
Social
Twitter handles , “Like” Brand Products on Facebook, Orkut, Quora, Google+
Networks
Facebook – RT, Like, Share posts
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15. ESTABLISHING A CONTENT LIBRARY
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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 100% of all book royalties are being donated to Not For Sale
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 100% of all book royalties are being donated to Not For Sale
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 100% of all book royalties are being donated to Not For Sale
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 100% of all book royalties are being donated to Not For Sale
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 100% of all book royalties are being donated to Not For Sale
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
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22.
23. SOMETIMES IT’S THE SMALL THINGS
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24. SOMETIMES IT’S THE NOT SO SMALL THINGS
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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 100% of all book royalties are being donated to Not For Sale
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 100% of all book royalties are being donated to Not For Sale