SlideShare une entreprise Scribd logo
1  sur  36
Télécharger pour lire hors ligne
Building
a Social Business
DAVID MEISELMAN,
VP of Digital Marketing, Actifio
@dmeiselman
• Intros	
  –	
  How	
  do	
  you	
  currently	
  use	
  social	
  media?
• The	
  basics	
  –	
  external	
  and	
  internal	
  use	
  cases.
• Social	
  strategies	
  –	
  aligning	
  your	
  use	
  cases	
  with	
  business	
  goals.
• Social	
  models	
  –	
  aligning	
  your	
  people	
  to	
  your	
  use	
  cases.
• Wrap	
  up	
  and	
  discussion	
  of	
  what	
  works.
• This	
  is	
  not	
  about	
  tools	
  and	
  tac@cs.	
  It’s	
  about	
  developing	
  
strategies	
  and	
  uses	
  that	
  align	
  with	
  your	
  business	
  goals.
Agenda
• A	
  career	
  in	
  tech	
  marke@ng	
  and	
  
web	
  strategy
• Startups	
  and	
  Fortune	
  500
• Building	
  digital	
  at	
  Ac@fio
• Led	
  social	
  strategy	
  for	
  Hanover	
  
Insurance
• Built	
  1	
  Million+	
  social	
  
community	
  for	
  language	
  
learners
• Enterprise	
  soNware	
  sales	
  and	
  
marke@ng
My Perspective: 20+ years in marketing
Why are you social?
Exercise # 1
Current	
  levels	
  of	
  social	
  media	
  usage	
  in	
  class	
  –	
  personal	
  v.	
  business.	
  
1.	
  What	
  do	
  you	
  use	
  personally?
2.	
  What	
  do	
  you	
  do	
  for	
  your	
  business?
3.	
  What	
  are	
  your	
  top	
  business	
  goals/needs	
  and	
  how	
  is	
  social	
  business	
  currently	
  
helping	
  you	
  to	
  get	
  there?
Social Basics
Origins of Social Media = Web2.0 Interaction
Places Pla=orms
• Changes in what the web makes possible.
• If Web1.0 = publishing, then
Web2.0 = participation.
• Web2.0 moved from:
•Info Access à Rich Internet Apps
•Apps à Platforms
•Content à Conversations
•Web Pages à Distributed Content
•Browsing à Following
•Communicating à Collaborating
• Platforms make content and functions
multi “site” and multi-device.
Interactivity Led to Changed Expectations
• Not enough to just consume. People
want to interact and contribute.
• People expect to comment and
converse.
• Messages cease to be outbound
statements, but rather they become part
of conversations.
• This freaked some marketers out, but
it’s really a good thing – conversations
make a greater impact than stand alone
messages.
Basic Nature of A Social Business
Responsive - Interactive - Human
What Do We Mean By A Social Business?
• Leverages	
  social	
  plaPorms	
  to	
  share	
  informa@on,	
  engage	
  in	
  
conversa@on,	
  and	
  build	
  rela@onships.
• Engages	
  and	
  has	
  human	
  interac@ons	
  (at	
  scale).
• Social	
  interac@ons	
  both	
  externally	
  and	
  internally.
External Use Cases for Social Media
1. Fundamental	
  –	
  building	
  rela@onships	
  with	
  target	
  audiences.
• Scalable	
  In@macy	
  (see	
  @miketrap).
2. Marke@ng	
  
• Crea@ng	
  brand	
  advocates.
• Growing	
  an	
  audience	
  .
• Telling	
  your	
  story.
3. Sales	
  –	
  the	
  ul@mate	
  use	
  case,	
  but	
  not	
  how	
  you	
  might	
  think.
4. Service	
  –	
  human	
  and	
  responsive,	
  where	
  and	
  how	
  the	
  
customer	
  wants	
  and	
  lives.
1. Enterprise	
  2.0	
  and	
  collec@ve	
  intelligence.
2. Project	
  coordina@on.
3. Knowledge	
  management	
  and	
  informa@on	
  flow.
4. Collabora@ve	
  content	
  development.
5. Social	
  intranets	
  and	
  extranets	
  (partners).
6. New	
  hire	
  assimila@on.
Internal Use Cases for Social Collaboration
Exercise # 2
How	
  can	
  social	
  use	
  cases	
  align	
  to	
  your	
  business	
  goals	
  and	
  objec@ves?	
  
1.	
  List	
  your	
  3	
  top	
  pressing	
  goals/needs.
2.	
  For	
  each	
  one,	
  define	
  an	
  external	
  social	
  and	
  an	
  internal	
  collaboraDon	
  
use	
  case	
  or	
  approach	
  that	
  can	
  support	
  your	
  achieving/meeDng	
  it.
Social Models
Don’t assume all people get this stuff.
• Wide	
  range	
  in	
  social	
  proficiency
• Huge	
  difference	
  between	
  keeping	
  up	
  with	
  friends	
  on	
  FB	
  and	
  
leveraging	
  mul@ple	
  social	
  networks	
  and	
  collabora@on	
  tools	
  for	
  
business	
  purposes.
The Culture Thing
• Closed	
  &	
  conserva@ve	
  vs.	
  open	
  &	
  progressive.
• Command	
  &	
  control	
  vs.	
  individual	
  empowerment.
• Guarding	
  informa@on	
  vs.	
  crea@ng	
  it	
  in	
  the	
  open.
• There	
  is	
  no	
  correct	
  approach,	
  but	
  the	
  approach	
  must	
  match	
  the	
  
basic	
  corporate	
  culture.
• Much	
  of	
  social	
  adop@on	
  is	
  a	
  cultural	
  issue	
  for	
  many	
  companies.
Social Media Organizational Models
Source:	
  AlDmeter	
  Group
Planning Your Approach
• Align	
  your	
  culture	
  and	
  choose	
  your	
  model.
• Build	
  social	
  proficiency	
  and	
  move	
  inside	
  out.
• Involve	
  stakeholders	
  and	
  plan	
  responsibili@es.
• Don’t	
  leave	
  it	
  to	
  chance.	
  Be	
  deliberate.
Internal Collaboration –
Getting Buy-in and Driving Adoption
• What’s	
  in	
  it	
  for	
  me?
• Follow	
  the	
  leader.
• Build	
  a	
  user	
  experience	
  that	
  solves	
  a	
  problem.
• Model	
  success	
  and	
  let	
  grass	
  roots	
  use	
  cases	
  follow.	
  
Knowledge Management via Social Platform
• Navigate	
  first.
• Search	
  second.
• Ask	
  third.
• Socialtext	
  customized	
  for	
  very	
  specific	
  use	
  cases
The Recipe for External Social Media
• Listen
• Curate
• Create
• Engage
• Remember	
  how	
  great	
  salespeople	
  have	
  built	
  rela@onship	
  
based	
  businesses	
  for	
  much	
  longer	
  than	
  the	
  technology	
  age…
• Keep	
  the	
  value/ask	
  ra@o	
  high.
A Twitter Story
A Twitter Story
A Twitter Story
A Twitter Story
A Twitter Story
A Twitter Story
A Twitter Story
A Twitter Story
A Twitter Story
External Social Challenges
• Cura@ng	
  valuable	
  things	
  to	
  share.
• Crea@ng	
  enough	
  quality	
  content.
• Coordina@ng	
  mul@ple	
  external	
  social	
  par@cipants.
• Internal	
  can	
  be	
  used	
  to	
  solve	
  external	
  challenges.
• Align	
  your	
  model	
  to	
  resource	
  constraints.
Setting Forward On Your Social Path
1. Define	
  the	
  business	
  goals	
  you	
  want	
  to	
  impact.
2. Define	
  the	
  social	
  use	
  cases	
  that	
  can	
  help.
3. Align	
  your	
  corporate	
  culture	
  and	
  social	
  proficiency	
  with	
  your	
  
approach	
  to	
  implemen@ng	
  those	
  use	
  cases.
4. Work	
  outside	
  in	
  for	
  listening	
  and	
  inside	
  out	
  for	
  speaking.
5. Create	
  deliberate	
  successes	
  that	
  can	
  be	
  built	
  upon.
6. Connect	
  those	
  successes	
  to	
  where	
  you	
  want	
  to	
  go.
Exercise # 3
Crea@ng	
  your	
  roadmap	
  toward	
  being	
  a	
  social	
  business	
  
1. Describe	
  your	
  culture,	
  both	
  today	
  and	
  what	
  you	
  aspire	
  for	
  it	
  to	
  be.
2. Describe	
  the	
  level	
  of	
  social	
  proficiency	
  in	
  your	
  team.
3. Pick	
  your	
  preferred	
  social	
  media	
  management	
  model	
  that	
  best	
  aligns	
  
to	
  both	
  your	
  culture	
  and	
  the	
  social	
  proficiency	
  of	
  your	
  team	
  –	
  today	
  
and	
  tomorrow.
4. Define	
  2-­‐3	
  use	
  cases	
  that	
  will	
  enable	
  you	
  to	
  model	
  success	
  to	
  drive	
  
the	
  desired	
  outcomes	
  you	
  defined	
  in	
  the	
  last	
  exercise.
Thank You!
David	
  Meiselman
@dmeiselman
davidmeiselman.com
Course Title
Course Title
INSTRUCTOR NAME

Contenu connexe

Tendances

Building, Growing & Sustaining Social Media Communities Keynote Presentation
Building, Growing & Sustaining Social Media Communities Keynote Presentation Building, Growing & Sustaining Social Media Communities Keynote Presentation
Building, Growing & Sustaining Social Media Communities Keynote Presentation Pam Moore
 
Social Media for Internal Communication
Social Media for Internal CommunicationSocial Media for Internal Communication
Social Media for Internal CommunicationAmber Naslund
 
Donorpath Webinar
Donorpath WebinarDonorpath Webinar
Donorpath WebinarBeth Kanter
 
Bad Penny Factory Speaking Tour
Bad Penny Factory Speaking TourBad Penny Factory Speaking Tour
Bad Penny Factory Speaking TourChristine Collins
 
How to Transform Your Career by Petra Nemcova
How to Transform Your Career by Petra NemcovaHow to Transform Your Career by Petra Nemcova
How to Transform Your Career by Petra NemcovaLinkedIn
 
Social Media ROI Measurement Workshop University Central Florida
Social Media ROI Measurement Workshop University Central Florida Social Media ROI Measurement Workshop University Central Florida
Social Media ROI Measurement Workshop University Central Florida Pam Moore
 
Social Media for Internal Company Communications by @JoeyShepp
Social Media for Internal Company Communications by @JoeySheppSocial Media for Internal Company Communications by @JoeyShepp
Social Media for Internal Company Communications by @JoeySheppEarthsite
 
Business Guru: Conversation to Conversion
Business Guru: Conversation to ConversionBusiness Guru: Conversation to Conversion
Business Guru: Conversation to ConversionBusiness Guru Canada
 
From media relations to influencer relations
From media relations to influencer relationsFrom media relations to influencer relations
From media relations to influencer relationsPrezly
 
Social Media Realities_1stPositionMarketing and SocialMediaDelivered
Social Media Realities_1stPositionMarketing and SocialMediaDeliveredSocial Media Realities_1stPositionMarketing and SocialMediaDelivered
Social Media Realities_1stPositionMarketing and SocialMediaDelivered1st Position Marketing
 
Social Business: What is the buzz about Social Biz?
Social Business: What is the buzz about Social Biz?Social Business: What is the buzz about Social Biz?
Social Business: What is the buzz about Social Biz?Elizabeth Quintanilla, MBA
 
Social Media Ambassadors for Giving Tuesday
Social Media Ambassadors for Giving TuesdaySocial Media Ambassadors for Giving Tuesday
Social Media Ambassadors for Giving TuesdayBeth Kanter
 
Visual Storytelling: Maturing Your Social Media Practice for Synagogues
Visual Storytelling: Maturing Your Social Media Practice for SynagoguesVisual Storytelling: Maturing Your Social Media Practice for Synagogues
Visual Storytelling: Maturing Your Social Media Practice for SynagoguesLisa Colton
 
Mastering Social Media: Pengelolaan Media Social untuk Menjangkau Publik
Mastering Social Media: Pengelolaan Media Social untuk Menjangkau PublikMastering Social Media: Pengelolaan Media Social untuk Menjangkau Publik
Mastering Social Media: Pengelolaan Media Social untuk Menjangkau PublikYohanes Widodo S.Sos, M.Sc
 
Social Media Strategies for Entrepreneurs
Social Media Strategies for EntrepreneursSocial Media Strategies for Entrepreneurs
Social Media Strategies for EntrepreneursMarketingatBahrain
 
Social Media Workshop - Thornbury
Social Media Workshop - ThornburySocial Media Workshop - Thornbury
Social Media Workshop - ThornburyLasa UK
 
The Social Business: What's in it for me? en
The Social Business: What's in it for me? enThe Social Business: What's in it for me? en
The Social Business: What's in it for me? enLidia Vikulova
 

Tendances (20)

Building, Growing & Sustaining Social Media Communities Keynote Presentation
Building, Growing & Sustaining Social Media Communities Keynote Presentation Building, Growing & Sustaining Social Media Communities Keynote Presentation
Building, Growing & Sustaining Social Media Communities Keynote Presentation
 
Social Media for Internal Communication
Social Media for Internal CommunicationSocial Media for Internal Communication
Social Media for Internal Communication
 
Donorpath Webinar
Donorpath WebinarDonorpath Webinar
Donorpath Webinar
 
Bad Penny Factory Speaking Tour
Bad Penny Factory Speaking TourBad Penny Factory Speaking Tour
Bad Penny Factory Speaking Tour
 
Sb social mediaforbusiness-selectthemes2010-3nov10
Sb social mediaforbusiness-selectthemes2010-3nov10Sb social mediaforbusiness-selectthemes2010-3nov10
Sb social mediaforbusiness-selectthemes2010-3nov10
 
Culture Booklet
Culture BookletCulture Booklet
Culture Booklet
 
How to Transform Your Career by Petra Nemcova
How to Transform Your Career by Petra NemcovaHow to Transform Your Career by Petra Nemcova
How to Transform Your Career by Petra Nemcova
 
Social Media ROI Measurement Workshop University Central Florida
Social Media ROI Measurement Workshop University Central Florida Social Media ROI Measurement Workshop University Central Florida
Social Media ROI Measurement Workshop University Central Florida
 
Social Media for Internal Company Communications by @JoeyShepp
Social Media for Internal Company Communications by @JoeySheppSocial Media for Internal Company Communications by @JoeyShepp
Social Media for Internal Company Communications by @JoeyShepp
 
Business Guru: Conversation to Conversion
Business Guru: Conversation to ConversionBusiness Guru: Conversation to Conversion
Business Guru: Conversation to Conversion
 
From media relations to influencer relations
From media relations to influencer relationsFrom media relations to influencer relations
From media relations to influencer relations
 
Social Media Realities_1stPositionMarketing and SocialMediaDelivered
Social Media Realities_1stPositionMarketing and SocialMediaDeliveredSocial Media Realities_1stPositionMarketing and SocialMediaDelivered
Social Media Realities_1stPositionMarketing and SocialMediaDelivered
 
Social Business: What is the buzz about Social Biz?
Social Business: What is the buzz about Social Biz?Social Business: What is the buzz about Social Biz?
Social Business: What is the buzz about Social Biz?
 
Social Media Ambassadors for Giving Tuesday
Social Media Ambassadors for Giving TuesdaySocial Media Ambassadors for Giving Tuesday
Social Media Ambassadors for Giving Tuesday
 
Visual Storytelling: Maturing Your Social Media Practice for Synagogues
Visual Storytelling: Maturing Your Social Media Practice for SynagoguesVisual Storytelling: Maturing Your Social Media Practice for Synagogues
Visual Storytelling: Maturing Your Social Media Practice for Synagogues
 
Public relations in 2016
Public relations in 2016Public relations in 2016
Public relations in 2016
 
Mastering Social Media: Pengelolaan Media Social untuk Menjangkau Publik
Mastering Social Media: Pengelolaan Media Social untuk Menjangkau PublikMastering Social Media: Pengelolaan Media Social untuk Menjangkau Publik
Mastering Social Media: Pengelolaan Media Social untuk Menjangkau Publik
 
Social Media Strategies for Entrepreneurs
Social Media Strategies for EntrepreneursSocial Media Strategies for Entrepreneurs
Social Media Strategies for Entrepreneurs
 
Social Media Workshop - Thornbury
Social Media Workshop - ThornburySocial Media Workshop - Thornbury
Social Media Workshop - Thornbury
 
The Social Business: What's in it for me? en
The Social Business: What's in it for me? enThe Social Business: What's in it for me? en
The Social Business: What's in it for me? en
 

En vedette

Ultimate Landing Page Workshop
Ultimate Landing Page WorkshopUltimate Landing Page Workshop
Ultimate Landing Page WorkshopIntelligent_ly
 
Product Management and the Search for Product Market Fit
Product Management and the Search for Product Market Fit Product Management and the Search for Product Market Fit
Product Management and the Search for Product Market Fit Intelligent_ly
 
Effective Presentations
Effective PresentationsEffective Presentations
Effective PresentationsIntelligent_ly
 
How to Market Unsexy Products
How to Market Unsexy ProductsHow to Market Unsexy Products
How to Market Unsexy ProductsIntelligent_ly
 
Facebook Advertising: Launch a Campaign That Really Works
Facebook Advertising: Launch a Campaign That Really WorksFacebook Advertising: Launch a Campaign That Really Works
Facebook Advertising: Launch a Campaign That Really WorksIntelligent_ly
 
Back to Basics: Financial Fundamentals for Startups
Back to Basics: Financial Fundamentals for StartupsBack to Basics: Financial Fundamentals for Startups
Back to Basics: Financial Fundamentals for StartupsIntelligent_ly
 
LinkedIn for B2B Marketing
LinkedIn for B2B MarketingLinkedIn for B2B Marketing
LinkedIn for B2B MarketingIntelligent_ly
 
Intelligently 2012 Year In Review
Intelligently 2012 Year In ReviewIntelligently 2012 Year In Review
Intelligently 2012 Year In ReviewIntelligent_ly
 
Game Design Fundamentals
Game Design FundamentalsGame Design Fundamentals
Game Design FundamentalsIntelligent_ly
 
Marketing Your SaaS Product
Marketing Your SaaS ProductMarketing Your SaaS Product
Marketing Your SaaS ProductIntelligent_ly
 
Introduction to Accounting Foundations
Introduction to Accounting FoundationsIntroduction to Accounting Foundations
Introduction to Accounting FoundationsIntelligent_ly
 
Get Funded: Financing Your Startup
Get Funded: Financing Your StartupGet Funded: Financing Your Startup
Get Funded: Financing Your StartupIntelligent_ly
 
How to Create a Product Management Process That Doesn't Suck
How to Create a Product Management Process That Doesn't SuckHow to Create a Product Management Process That Doesn't Suck
How to Create a Product Management Process That Doesn't SuckIntelligent_ly
 

En vedette (14)

Ultimate Landing Page Workshop
Ultimate Landing Page WorkshopUltimate Landing Page Workshop
Ultimate Landing Page Workshop
 
Product Management and the Search for Product Market Fit
Product Management and the Search for Product Market Fit Product Management and the Search for Product Market Fit
Product Management and the Search for Product Market Fit
 
Outsourcing
OutsourcingOutsourcing
Outsourcing
 
Effective Presentations
Effective PresentationsEffective Presentations
Effective Presentations
 
How to Market Unsexy Products
How to Market Unsexy ProductsHow to Market Unsexy Products
How to Market Unsexy Products
 
Facebook Advertising: Launch a Campaign That Really Works
Facebook Advertising: Launch a Campaign That Really WorksFacebook Advertising: Launch a Campaign That Really Works
Facebook Advertising: Launch a Campaign That Really Works
 
Back to Basics: Financial Fundamentals for Startups
Back to Basics: Financial Fundamentals for StartupsBack to Basics: Financial Fundamentals for Startups
Back to Basics: Financial Fundamentals for Startups
 
LinkedIn for B2B Marketing
LinkedIn for B2B MarketingLinkedIn for B2B Marketing
LinkedIn for B2B Marketing
 
Intelligently 2012 Year In Review
Intelligently 2012 Year In ReviewIntelligently 2012 Year In Review
Intelligently 2012 Year In Review
 
Game Design Fundamentals
Game Design FundamentalsGame Design Fundamentals
Game Design Fundamentals
 
Marketing Your SaaS Product
Marketing Your SaaS ProductMarketing Your SaaS Product
Marketing Your SaaS Product
 
Introduction to Accounting Foundations
Introduction to Accounting FoundationsIntroduction to Accounting Foundations
Introduction to Accounting Foundations
 
Get Funded: Financing Your Startup
Get Funded: Financing Your StartupGet Funded: Financing Your Startup
Get Funded: Financing Your Startup
 
How to Create a Product Management Process That Doesn't Suck
How to Create a Product Management Process That Doesn't SuckHow to Create a Product Management Process That Doesn't Suck
How to Create a Product Management Process That Doesn't Suck
 

Similaire à Building a Social Business

Building a social business
Building a social businessBuilding a social business
Building a social businessDavid Meiselman
 
LDD Summer Seminar 2013 - Social media is no longer a choice but a necessity
LDD Summer Seminar 2013 - Social media is no longer a choice but a necessityLDD Summer Seminar 2013 - Social media is no longer a choice but a necessity
LDD Summer Seminar 2013 - Social media is no longer a choice but a necessityAdido
 
Social media workshop ldd v2
Social media workshop ldd v2Social media workshop ldd v2
Social media workshop ldd v2Andy Headington
 
Social media strategy
Social media strategySocial media strategy
Social media strategyOmar Mostafa
 
The New Wave of Real-Time Social Media Marketing
The New Wave of Real-Time Social Media MarketingThe New Wave of Real-Time Social Media Marketing
The New Wave of Real-Time Social Media MarketingNetBase Solutions Inc.
 
Social media marketing strategies
Social media marketing strategiesSocial media marketing strategies
Social media marketing strategiesviveksangwan007
 
The foundation of your social strategy 9 24-14
The foundation of your social strategy 9 24-14The foundation of your social strategy 9 24-14
The foundation of your social strategy 9 24-14VerticalResponse
 
Social communications the myths and realities
Social communications the myths and realitiesSocial communications the myths and realities
Social communications the myths and realitieslloydgofton
 
Content Marketing Workshop: How to make social media a useful business tool
Content Marketing Workshop: How to make social media a useful business toolContent Marketing Workshop: How to make social media a useful business tool
Content Marketing Workshop: How to make social media a useful business toolMarketing CoPilot - Marie Wiese
 
Social Media Pocket Guide - American Marketing Association Webinar
Social Media Pocket Guide - American Marketing Association WebinarSocial Media Pocket Guide - American Marketing Association Webinar
Social Media Pocket Guide - American Marketing Association WebinarJordan Viator Slabaugh
 
Social media for educational institutions
Social media for educational institutionsSocial media for educational institutions
Social media for educational institutionsElise Jones
 
2012 B2B social media summit - Building brand ambassadors from within
2012 B2B social media summit - Building brand ambassadors from within2012 B2B social media summit - Building brand ambassadors from within
2012 B2B social media summit - Building brand ambassadors from withinTrish Nettleship
 
Sinclair University - Social Sense
Sinclair University - Social SenseSinclair University - Social Sense
Sinclair University - Social SenseCarla Hale
 
Scaling Social Media Across the Enterprise
Scaling Social Media Across the EnterpriseScaling Social Media Across the Enterprise
Scaling Social Media Across the EnterpriseJordan Viator Slabaugh
 
[Free Guide] 5 Habits of Successful Social Media Managers‏
[Free Guide] 5 Habits of Successful Social Media Managers‏ [Free Guide] 5 Habits of Successful Social Media Managers‏
[Free Guide] 5 Habits of Successful Social Media Managers‏ Mohamed Mahdy
 
5 Habits of Successful Social Media Managers
5 Habits of Successful Social Media Managers5 Habits of Successful Social Media Managers
5 Habits of Successful Social Media ManagersSprout Social
 
tmab-socialmedia-daytraining-21-08-2012
tmab-socialmedia-daytraining-21-08-2012tmab-socialmedia-daytraining-21-08-2012
tmab-socialmedia-daytraining-21-08-2012debuysergert
 
Firecat Studio Social media for Business - NAPMW
Firecat Studio Social media for Business - NAPMWFirecat Studio Social media for Business - NAPMW
Firecat Studio Social media for Business - NAPMWSusan Price
 
Digital media campaigns - two workshop in Kuwait May 2014
Digital media campaigns  - two workshop in Kuwait May 2014 Digital media campaigns  - two workshop in Kuwait May 2014
Digital media campaigns - two workshop in Kuwait May 2014 Sofie Sandell
 

Similaire à Building a Social Business (20)

Building a social business
Building a social businessBuilding a social business
Building a social business
 
LDD Summer Seminar 2013 - Social media is no longer a choice but a necessity
LDD Summer Seminar 2013 - Social media is no longer a choice but a necessityLDD Summer Seminar 2013 - Social media is no longer a choice but a necessity
LDD Summer Seminar 2013 - Social media is no longer a choice but a necessity
 
Social media workshop ldd v2
Social media workshop ldd v2Social media workshop ldd v2
Social media workshop ldd v2
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
The New Wave of Real-Time Social Media Marketing
The New Wave of Real-Time Social Media MarketingThe New Wave of Real-Time Social Media Marketing
The New Wave of Real-Time Social Media Marketing
 
Social media marketing strategies
Social media marketing strategiesSocial media marketing strategies
Social media marketing strategies
 
The Social Recruiter
The Social RecruiterThe Social Recruiter
The Social Recruiter
 
The foundation of your social strategy 9 24-14
The foundation of your social strategy 9 24-14The foundation of your social strategy 9 24-14
The foundation of your social strategy 9 24-14
 
Social communications the myths and realities
Social communications the myths and realitiesSocial communications the myths and realities
Social communications the myths and realities
 
Content Marketing Workshop: How to make social media a useful business tool
Content Marketing Workshop: How to make social media a useful business toolContent Marketing Workshop: How to make social media a useful business tool
Content Marketing Workshop: How to make social media a useful business tool
 
Social Media Pocket Guide - American Marketing Association Webinar
Social Media Pocket Guide - American Marketing Association WebinarSocial Media Pocket Guide - American Marketing Association Webinar
Social Media Pocket Guide - American Marketing Association Webinar
 
Social media for educational institutions
Social media for educational institutionsSocial media for educational institutions
Social media for educational institutions
 
2012 B2B social media summit - Building brand ambassadors from within
2012 B2B social media summit - Building brand ambassadors from within2012 B2B social media summit - Building brand ambassadors from within
2012 B2B social media summit - Building brand ambassadors from within
 
Sinclair University - Social Sense
Sinclair University - Social SenseSinclair University - Social Sense
Sinclair University - Social Sense
 
Scaling Social Media Across the Enterprise
Scaling Social Media Across the EnterpriseScaling Social Media Across the Enterprise
Scaling Social Media Across the Enterprise
 
[Free Guide] 5 Habits of Successful Social Media Managers‏
[Free Guide] 5 Habits of Successful Social Media Managers‏ [Free Guide] 5 Habits of Successful Social Media Managers‏
[Free Guide] 5 Habits of Successful Social Media Managers‏
 
5 Habits of Successful Social Media Managers
5 Habits of Successful Social Media Managers5 Habits of Successful Social Media Managers
5 Habits of Successful Social Media Managers
 
tmab-socialmedia-daytraining-21-08-2012
tmab-socialmedia-daytraining-21-08-2012tmab-socialmedia-daytraining-21-08-2012
tmab-socialmedia-daytraining-21-08-2012
 
Firecat Studio Social media for Business - NAPMW
Firecat Studio Social media for Business - NAPMWFirecat Studio Social media for Business - NAPMW
Firecat Studio Social media for Business - NAPMW
 
Digital media campaigns - two workshop in Kuwait May 2014
Digital media campaigns  - two workshop in Kuwait May 2014 Digital media campaigns  - two workshop in Kuwait May 2014
Digital media campaigns - two workshop in Kuwait May 2014
 

Plus de Intelligent_ly

After Google AdWords: How to Generate Sales, Not Just Clicks and Leads
After Google AdWords: How to Generate Sales, Not Just Clicks and LeadsAfter Google AdWords: How to Generate Sales, Not Just Clicks and Leads
After Google AdWords: How to Generate Sales, Not Just Clicks and LeadsIntelligent_ly
 
Legal Land Mines: Raising Capital
Legal Land Mines: Raising CapitalLegal Land Mines: Raising Capital
Legal Land Mines: Raising CapitalIntelligent_ly
 
Legal Land Mines: Raising Capital
Legal Land Mines: Raising CapitalLegal Land Mines: Raising Capital
Legal Land Mines: Raising CapitalIntelligent_ly
 
Craft Your Marketing To-Do List Like a Growth Hacker
Craft Your Marketing To-Do List Like a Growth HackerCraft Your Marketing To-Do List Like a Growth Hacker
Craft Your Marketing To-Do List Like a Growth HackerIntelligent_ly
 
The UX Playbook: Tools, Tips, & Tricks
The UX Playbook: Tools, Tips, & TricksThe UX Playbook: Tools, Tips, & Tricks
The UX Playbook: Tools, Tips, & TricksIntelligent_ly
 
Founder Selling: How to Win Deals & Close Critical Sales
Founder Selling: How to Win Deals & Close Critical SalesFounder Selling: How to Win Deals & Close Critical Sales
Founder Selling: How to Win Deals & Close Critical SalesIntelligent_ly
 
Tech for the Non Technical - Anatomy of an Application Stack
Tech for the Non Technical - Anatomy of an Application StackTech for the Non Technical - Anatomy of an Application Stack
Tech for the Non Technical - Anatomy of an Application StackIntelligent_ly
 
Fundamentals of Facebook Advertising
Fundamentals of Facebook AdvertisingFundamentals of Facebook Advertising
Fundamentals of Facebook AdvertisingIntelligent_ly
 
Introduction to Paid Customer Acquisition
Introduction to Paid Customer AcquisitionIntroduction to Paid Customer Acquisition
Introduction to Paid Customer AcquisitionIntelligent_ly
 
Immigration Issues for Startups
Immigration Issues for StartupsImmigration Issues for Startups
Immigration Issues for StartupsIntelligent_ly
 
Sales 101: How to Write an Email that Everyone Responds To
Sales 101: How to Write an Email that Everyone Responds To Sales 101: How to Write an Email that Everyone Responds To
Sales 101: How to Write an Email that Everyone Responds To Intelligent_ly
 
Get funded Expert Advice from the People Who Know
Get funded Expert Advice from the People Who KnowGet funded Expert Advice from the People Who Know
Get funded Expert Advice from the People Who KnowIntelligent_ly
 
Dave Balter's Advocacy Marketing Class
Dave Balter's Advocacy Marketing ClassDave Balter's Advocacy Marketing Class
Dave Balter's Advocacy Marketing ClassIntelligent_ly
 
The Short List: Choosing Critical Features for Your Minimum Viable Product
The Short List: Choosing Critical Features for Your Minimum Viable ProductThe Short List: Choosing Critical Features for Your Minimum Viable Product
The Short List: Choosing Critical Features for Your Minimum Viable ProductIntelligent_ly
 
Whale Hunting: How to Get Intros and Sell to Big Brands as a Startup
Whale Hunting: How to Get Intros and Sell to Big Brands as a Startup  Whale Hunting: How to Get Intros and Sell to Big Brands as a Startup
Whale Hunting: How to Get Intros and Sell to Big Brands as a Startup Intelligent_ly
 
Don't Get Funded: How to Use Your Customers to Bootstrap
Don't Get Funded: How to Use Your Customers to Bootstrap Don't Get Funded: How to Use Your Customers to Bootstrap
Don't Get Funded: How to Use Your Customers to Bootstrap Intelligent_ly
 
UX & Wireframes Know Your Weapon of Choice
UX & Wireframes Know Your Weapon of ChoiceUX & Wireframes Know Your Weapon of Choice
UX & Wireframes Know Your Weapon of ChoiceIntelligent_ly
 
Content 101: How to Create Content People Actually Care About
Content 101: How to Create Content People Actually Care About Content 101: How to Create Content People Actually Care About
Content 101: How to Create Content People Actually Care About Intelligent_ly
 
Ramping Up: B2C Acquisition Marketing for Start-Ups
Ramping Up: B2C Acquisition Marketing for Start-UpsRamping Up: B2C Acquisition Marketing for Start-Ups
Ramping Up: B2C Acquisition Marketing for Start-UpsIntelligent_ly
 
Email Strategy, Design and User Experience: Keys to Success
Email Strategy, Design and User Experience: Keys to SuccessEmail Strategy, Design and User Experience: Keys to Success
Email Strategy, Design and User Experience: Keys to SuccessIntelligent_ly
 

Plus de Intelligent_ly (20)

After Google AdWords: How to Generate Sales, Not Just Clicks and Leads
After Google AdWords: How to Generate Sales, Not Just Clicks and LeadsAfter Google AdWords: How to Generate Sales, Not Just Clicks and Leads
After Google AdWords: How to Generate Sales, Not Just Clicks and Leads
 
Legal Land Mines: Raising Capital
Legal Land Mines: Raising CapitalLegal Land Mines: Raising Capital
Legal Land Mines: Raising Capital
 
Legal Land Mines: Raising Capital
Legal Land Mines: Raising CapitalLegal Land Mines: Raising Capital
Legal Land Mines: Raising Capital
 
Craft Your Marketing To-Do List Like a Growth Hacker
Craft Your Marketing To-Do List Like a Growth HackerCraft Your Marketing To-Do List Like a Growth Hacker
Craft Your Marketing To-Do List Like a Growth Hacker
 
The UX Playbook: Tools, Tips, & Tricks
The UX Playbook: Tools, Tips, & TricksThe UX Playbook: Tools, Tips, & Tricks
The UX Playbook: Tools, Tips, & Tricks
 
Founder Selling: How to Win Deals & Close Critical Sales
Founder Selling: How to Win Deals & Close Critical SalesFounder Selling: How to Win Deals & Close Critical Sales
Founder Selling: How to Win Deals & Close Critical Sales
 
Tech for the Non Technical - Anatomy of an Application Stack
Tech for the Non Technical - Anatomy of an Application StackTech for the Non Technical - Anatomy of an Application Stack
Tech for the Non Technical - Anatomy of an Application Stack
 
Fundamentals of Facebook Advertising
Fundamentals of Facebook AdvertisingFundamentals of Facebook Advertising
Fundamentals of Facebook Advertising
 
Introduction to Paid Customer Acquisition
Introduction to Paid Customer AcquisitionIntroduction to Paid Customer Acquisition
Introduction to Paid Customer Acquisition
 
Immigration Issues for Startups
Immigration Issues for StartupsImmigration Issues for Startups
Immigration Issues for Startups
 
Sales 101: How to Write an Email that Everyone Responds To
Sales 101: How to Write an Email that Everyone Responds To Sales 101: How to Write an Email that Everyone Responds To
Sales 101: How to Write an Email that Everyone Responds To
 
Get funded Expert Advice from the People Who Know
Get funded Expert Advice from the People Who KnowGet funded Expert Advice from the People Who Know
Get funded Expert Advice from the People Who Know
 
Dave Balter's Advocacy Marketing Class
Dave Balter's Advocacy Marketing ClassDave Balter's Advocacy Marketing Class
Dave Balter's Advocacy Marketing Class
 
The Short List: Choosing Critical Features for Your Minimum Viable Product
The Short List: Choosing Critical Features for Your Minimum Viable ProductThe Short List: Choosing Critical Features for Your Minimum Viable Product
The Short List: Choosing Critical Features for Your Minimum Viable Product
 
Whale Hunting: How to Get Intros and Sell to Big Brands as a Startup
Whale Hunting: How to Get Intros and Sell to Big Brands as a Startup  Whale Hunting: How to Get Intros and Sell to Big Brands as a Startup
Whale Hunting: How to Get Intros and Sell to Big Brands as a Startup
 
Don't Get Funded: How to Use Your Customers to Bootstrap
Don't Get Funded: How to Use Your Customers to Bootstrap Don't Get Funded: How to Use Your Customers to Bootstrap
Don't Get Funded: How to Use Your Customers to Bootstrap
 
UX & Wireframes Know Your Weapon of Choice
UX & Wireframes Know Your Weapon of ChoiceUX & Wireframes Know Your Weapon of Choice
UX & Wireframes Know Your Weapon of Choice
 
Content 101: How to Create Content People Actually Care About
Content 101: How to Create Content People Actually Care About Content 101: How to Create Content People Actually Care About
Content 101: How to Create Content People Actually Care About
 
Ramping Up: B2C Acquisition Marketing for Start-Ups
Ramping Up: B2C Acquisition Marketing for Start-UpsRamping Up: B2C Acquisition Marketing for Start-Ups
Ramping Up: B2C Acquisition Marketing for Start-Ups
 
Email Strategy, Design and User Experience: Keys to Success
Email Strategy, Design and User Experience: Keys to SuccessEmail Strategy, Design and User Experience: Keys to Success
Email Strategy, Design and User Experience: Keys to Success
 

Dernier

Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckHajeJanKamps
 
unfinished legacy it is a clothing brand
unfinished legacy it is a clothing brandunfinished legacy it is a clothing brand
unfinished legacy it is a clothing brandakashm530190
 
Shopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelShopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelBhaviniSharma12
 
Mist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi ArabiaMist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi Arabiaopstechsanjanasingh
 
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024believeminhh
 
A Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfA Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfmeftaul987
 
Mist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in EgyptMist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in Egyptopstechsanjanasingh
 
Meet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing EntrepreneurMeet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing Entrepreneurramya202104
 
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxStreamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxPaulBryant58
 
Wallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loanWallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loansujat8807
 
Young Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianYoung Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianCDEEPANVITA
 
0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdfBloomerang
 
Strategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateStrategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateAdnet Communications
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Businesstompeter3736
 
HOW TO START EARNING WITH AFFILIATE MARKETING
HOW TO START EARNING WITH AFFILIATE MARKETINGHOW TO START EARNING WITH AFFILIATE MARKETING
HOW TO START EARNING WITH AFFILIATE MARKETINGNATHAN SPEAKS
 
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Jake Truemper
 
NVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptxNVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptxKrutik Rakade
 
How The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersHow The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersFlyyx Tech
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesLPI ONG
 

Dernier (20)

Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
 
unfinished legacy it is a clothing brand
unfinished legacy it is a clothing brandunfinished legacy it is a clothing brand
unfinished legacy it is a clothing brand
 
Shopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelShopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business Model
 
Mist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi ArabiaMist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi Arabia
 
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
 
A Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfA Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdf
 
Mist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in EgyptMist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in Egypt
 
Meet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing EntrepreneurMeet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing Entrepreneur
 
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxStreamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
 
Wallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loanWallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loan
 
Young Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianYoung Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya Cherian
 
0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf
 
Strategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateStrategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 Update
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Business
 
HOW TO START EARNING WITH AFFILIATE MARKETING
HOW TO START EARNING WITH AFFILIATE MARKETINGHOW TO START EARNING WITH AFFILIATE MARKETING
HOW TO START EARNING WITH AFFILIATE MARKETING
 
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
 
NVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptxNVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptx
 
WAM Corporate Presentation Mar 12 2024.pdf
WAM Corporate Presentation Mar 12 2024.pdfWAM Corporate Presentation Mar 12 2024.pdf
WAM Corporate Presentation Mar 12 2024.pdf
 
How The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersHow The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K Subscribers
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de Operaciones
 

Building a Social Business

  • 1. Building a Social Business DAVID MEISELMAN, VP of Digital Marketing, Actifio @dmeiselman
  • 2. • Intros  –  How  do  you  currently  use  social  media? • The  basics  –  external  and  internal  use  cases. • Social  strategies  –  aligning  your  use  cases  with  business  goals. • Social  models  –  aligning  your  people  to  your  use  cases. • Wrap  up  and  discussion  of  what  works. • This  is  not  about  tools  and  tac@cs.  It’s  about  developing   strategies  and  uses  that  align  with  your  business  goals. Agenda
  • 3. • A  career  in  tech  marke@ng  and   web  strategy • Startups  and  Fortune  500 • Building  digital  at  Ac@fio • Led  social  strategy  for  Hanover   Insurance • Built  1  Million+  social   community  for  language   learners • Enterprise  soNware  sales  and   marke@ng My Perspective: 20+ years in marketing
  • 4. Why are you social?
  • 5. Exercise # 1 Current  levels  of  social  media  usage  in  class  –  personal  v.  business.   1.  What  do  you  use  personally? 2.  What  do  you  do  for  your  business? 3.  What  are  your  top  business  goals/needs  and  how  is  social  business  currently   helping  you  to  get  there?
  • 7. Origins of Social Media = Web2.0 Interaction Places Pla=orms • Changes in what the web makes possible. • If Web1.0 = publishing, then Web2.0 = participation. • Web2.0 moved from: •Info Access à Rich Internet Apps •Apps à Platforms •Content à Conversations •Web Pages à Distributed Content •Browsing à Following •Communicating à Collaborating • Platforms make content and functions multi “site” and multi-device.
  • 8. Interactivity Led to Changed Expectations • Not enough to just consume. People want to interact and contribute. • People expect to comment and converse. • Messages cease to be outbound statements, but rather they become part of conversations. • This freaked some marketers out, but it’s really a good thing – conversations make a greater impact than stand alone messages.
  • 9. Basic Nature of A Social Business Responsive - Interactive - Human
  • 10. What Do We Mean By A Social Business? • Leverages  social  plaPorms  to  share  informa@on,  engage  in   conversa@on,  and  build  rela@onships. • Engages  and  has  human  interac@ons  (at  scale). • Social  interac@ons  both  externally  and  internally.
  • 11. External Use Cases for Social Media 1. Fundamental  –  building  rela@onships  with  target  audiences. • Scalable  In@macy  (see  @miketrap). 2. Marke@ng   • Crea@ng  brand  advocates. • Growing  an  audience  . • Telling  your  story. 3. Sales  –  the  ul@mate  use  case,  but  not  how  you  might  think. 4. Service  –  human  and  responsive,  where  and  how  the   customer  wants  and  lives.
  • 12. 1. Enterprise  2.0  and  collec@ve  intelligence. 2. Project  coordina@on. 3. Knowledge  management  and  informa@on  flow. 4. Collabora@ve  content  development. 5. Social  intranets  and  extranets  (partners). 6. New  hire  assimila@on. Internal Use Cases for Social Collaboration
  • 13. Exercise # 2 How  can  social  use  cases  align  to  your  business  goals  and  objec@ves?   1.  List  your  3  top  pressing  goals/needs. 2.  For  each  one,  define  an  external  social  and  an  internal  collaboraDon   use  case  or  approach  that  can  support  your  achieving/meeDng  it.
  • 15. Don’t assume all people get this stuff. • Wide  range  in  social  proficiency • Huge  difference  between  keeping  up  with  friends  on  FB  and   leveraging  mul@ple  social  networks  and  collabora@on  tools  for   business  purposes.
  • 16. The Culture Thing • Closed  &  conserva@ve  vs.  open  &  progressive. • Command  &  control  vs.  individual  empowerment. • Guarding  informa@on  vs.  crea@ng  it  in  the  open. • There  is  no  correct  approach,  but  the  approach  must  match  the   basic  corporate  culture. • Much  of  social  adop@on  is  a  cultural  issue  for  many  companies.
  • 17. Social Media Organizational Models Source:  AlDmeter  Group
  • 18. Planning Your Approach • Align  your  culture  and  choose  your  model. • Build  social  proficiency  and  move  inside  out. • Involve  stakeholders  and  plan  responsibili@es. • Don’t  leave  it  to  chance.  Be  deliberate.
  • 19. Internal Collaboration – Getting Buy-in and Driving Adoption • What’s  in  it  for  me? • Follow  the  leader. • Build  a  user  experience  that  solves  a  problem. • Model  success  and  let  grass  roots  use  cases  follow.  
  • 20. Knowledge Management via Social Platform • Navigate  first. • Search  second. • Ask  third.
  • 21. • Socialtext  customized  for  very  specific  use  cases
  • 22. The Recipe for External Social Media • Listen • Curate • Create • Engage • Remember  how  great  salespeople  have  built  rela@onship   based  businesses  for  much  longer  than  the  technology  age… • Keep  the  value/ask  ra@o  high.
  • 32. External Social Challenges • Cura@ng  valuable  things  to  share. • Crea@ng  enough  quality  content. • Coordina@ng  mul@ple  external  social  par@cipants. • Internal  can  be  used  to  solve  external  challenges. • Align  your  model  to  resource  constraints.
  • 33. Setting Forward On Your Social Path 1. Define  the  business  goals  you  want  to  impact. 2. Define  the  social  use  cases  that  can  help. 3. Align  your  corporate  culture  and  social  proficiency  with  your   approach  to  implemen@ng  those  use  cases. 4. Work  outside  in  for  listening  and  inside  out  for  speaking. 5. Create  deliberate  successes  that  can  be  built  upon. 6. Connect  those  successes  to  where  you  want  to  go.
  • 34. Exercise # 3 Crea@ng  your  roadmap  toward  being  a  social  business   1. Describe  your  culture,  both  today  and  what  you  aspire  for  it  to  be. 2. Describe  the  level  of  social  proficiency  in  your  team. 3. Pick  your  preferred  social  media  management  model  that  best  aligns   to  both  your  culture  and  the  social  proficiency  of  your  team  –  today   and  tomorrow. 4. Define  2-­‐3  use  cases  that  will  enable  you  to  model  success  to  drive   the  desired  outcomes  you  defined  in  the  last  exercise.