2. Being Social
Social Media vs Social Business
Social Business Maturity
Influence: A Hallmark Of Maturity
Your Social Business Toolkit
Social Business Maturity Calculator
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
5. Today Is
IS NOTOT
a starting point prescriptive
exploratory definitive
pragmatic evangelical
questions answers
a journey a destination
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
6. Being Social
Social Media vs Social Business
Social Business Maturity
Influence: A Hallmark Of Maturity
Your Social Business Toolkit
Social Business Maturity Calculator
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
7. “To find something comparable, you have to go
The Impact of Social Media?the birth of
back 500 years to the printing press,
mass media… Technology is shifting power away
from the editors, the publishers, the
establishment, the media elite. Now it’s the
people who are taking control.”
Rupert Murdoch
8. A social business is a business
consciously designed around
social consumers and social
tools as a dynamic response to
a changed commercial
landscape and the proliferation
of the social web.
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM Inspira(on:
Brian
Solis,
jeremiah
Owyang,
David
Armano
9. Social
Tools
Social
Consumer
Social
Business
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
12. The Challenge & The Opportunity
Businesses Consumers
Push Pull
Passive Active
Static Mobile
Detached Immediate
Consumption Interaction
Monologue Dialogue
Control Collaboration
Interruption Participation
Delivering a message Being part of a conversation
Database Community
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
13. Successful businesses will be more like
Dale Carnegie and less like Mad Men
Listen first, Sell second
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM Source:
Socialnomics
14. Socialised Media has…
1. Rewired the processes by which consumers share experiences,
expertise and opinions.
2. Broadened the channels available to consumers who seek
information.
3. Changed how companies approach markets.
4. Altered how companies develop products.
5. Remodeled the process by which companies connect with and
show appreciation for their customers.
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM Inspired
By
Engage,
Brian
Solis,
Sept
2010
16. Strategy + Tactics
Integrity, authenticity and sustainability are the
hallmarks of a successful social business.
Short term tactical solutions may provide an initial spike
in interest and engagement but it is those organisations
with a long-term sustainable approach, who walk the
talk from the inside out that achieve long-term
commercial results.
17. Success with the Social Web
“To be successful using social technologies, companies must
first prepare and align internal roles, processes, policies
and stakeholders with their business objectives. Social
business is a profound change that impacts all
departments in the organization.”
Source:
Jeremiah
Owyang,
Al(meter
18. Being Social Research
40+ top global social companies have
participated:
- Online survey
- Face to face interviews
- Telephone/skype interviews
The overwhelming finding?
Source:
Being
Social
Study,
May
2012,
Digital
Training
Company
19. Being Social Research
40+
top
global
social
companies
have
par(cipated:
-‐
Online
survey
-‐
Face
to
face
interviews
-‐
Telephone/skype
interviews
The
overwhelming
finding?
What happens internally is as important as
what happens externally
Source:
Being
Social
Study,
May
2012
Digital
Training
Company
20. NINETY-EIGHT
The percentage of companies who considered
themselves successful or very successful at
using social media to deliver upon their
objectives and had developed an internal social
media strategy that encompassed more than
three of the below activities:
• Creation of Social Media policy & guidelines
• Change to business structure
• Change to company culture
• Investment in resources – people,
technology
• Internal communication/engagement
• Development of social media capabilities e.g.
training
Source:
Being
Social
Study,
May
2012,
Digital
Training
Company
21. SEVENTY-SEVEN
The percentage of companies who considered
themselves less successful or unsuccessful at
using social media who had not developed an
internal social media strategy.
Source:
Being
Social
Study,
May
2012,
Digital
Training
Company
22. Doing Social Being social
" 65% of the world’s top " Only 22% of businesses have a
companies have an active
Twitter profile dedicated social media manager
" 90% of marketers use social " Only 10% of marketers are
media channels for business, actively monitoring social media
with 93% of these rating social
tools as “important” ROI
" 43% of marketers have noticed " The average time spent by
an improvement in sales due to marketers on social media is
social campaigns
1-5hrs per week for those just
getting started and 6+ hours per
week for those with 3+ years of
experience
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM Source:
May
2012
The
Social
Skinny
23. It is time to STOP treating
social media as a silo, an add
on, a piece of marketing,
something to do when
business is quiet, something to
throw at the intern, something
of a novelty…
25. Being Social
Social
Media
vs
Social
Business
Social
Business
Maturity
Influence:
A
Hallmark
Of
Maturity
Your
Social
Business
Toolkit
Social
Business
Maturity
Calculator
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
27. Q. Why does social
business maturity
matter?
A. Because it has a
direct effect on
your bottom line
28. Why Is Social Business Maturity Important?
" 91% of experienced social marketers see improved website traffic
due to social media campaigns and 79% are generating more
quality leads
" 47% of customers are somewhat likely to purchase from a brand
that they follow or like
" 72% of marketers who have worked in social media for three or more
years said that they saw a boost in turnover due to social channels
The longer you’re working in it the better you get at it
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM Source:
May
2012
The
Social
Skinny
29. Social Business Maturity As A Strategic Tool
Benchmark Analyse
• Internal departments • Audit
• Competitors • SWOT Analysis
• Out-of-sector • Gap Analysis
Create A Roadmap Key Performance
• Inform direction of travel Indicators
• Realistic step by step activities • Link objectives back to business
• Timeframes • Track progress
• Optimise activities
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
30. BLOOM Social Business Maturity Framework
2
0
1
3
4
5
Campaign
Inac(ve
Experimental
Formalised
Mature
Trail-‐Blazing
Driven
We
have
a
We
have
a
We
have
a
formalised
formalised
number
of
We
have
a
holis(c
programme
tac(cal
formalised
programme
and
long
term
We
do
not
We
are
mostly
ac(va(ons
in
programme
encompassing
strategy,
have
a
experimen(ng
place
which
and
long
term
mul(ple
across
the
programme
with
social
are
largely
strategy,
business
WHOLE
yet.
media.
campaign,
across
MOST
func(ons
that
company
and
event
or
of
the
is
part
of
an
are
trail-‐
plaYorm
company.
overall
blazing
in
our
driven.
strategy.
sector.
BASIC
ADVANCED
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
31. External & Internal Evaluation Criteria
EXTERNAL MATURITY INTERNAL MATURITY
Activity Programme
Insight Leadership
Expenditure Organisational Model
Impact Culture
Presence Employees
Sentiment Head Count
Engagement Budget
Influence Governance
Conversation Education
Content Tools & Technology
Community Suppliers
Competitors Measurement
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
Source:
BLOOM
Worldwide
External
Social
Media
Audit
WWW.BLOOMSOCIALBUSINESS.COM
32.
33. Wiggle Social Business Maturity Study
Headline stats:
" 208,754 facebook likes
" 1.3% facebook activity
" 18,231 twitter
" 3.2 BLOOM score
" Between formalised, on road to mature
followers
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
34.
35.
36. Halfords Social Business Maturity Study
Headline Stats:
" 7,008 facebook fans
" 0.8% facebook activity
" 7,420 twitter followers
" 1.8 BLOOM score
" Between experimental and campaign driven
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
37.
38. Being Social
Social
Media
vs
Social
Business
Social
Business
Maturity
Influence:
A
Hallmark
Of
Maturity
Your
Social
Business
Toolkit
Social
Business
Maturity
Calculator
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
39. Why a social influence programme is
important for social business
An influence programme cost-effectively delivers
social business scale
Increases
Extends Deepens Provides an
credibility & Illicits action Mitigates risk
reach engagement infrastructure
authority
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
40. BLOOM’s influence programme principals
Influencers exist inside your organisation as well as outside
There are different types of influencer
Different types of influencer can help you reach different goals
Influence is relative – it’s not all about popularity
Tools and scores have their uses, but human analysis really matters
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
41. Influencers exist inside your organisation as well as outside
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
42. There are different types of influencer
AMPLIFIERS AUTHORITIES
ADVOCATES ASSETS
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
43. There are different types of influencer
High popularity
Extensive reach
Connected
AMPLIFIERS High impact
For example…
Brand awareness
Word of mouth
Brand lift
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
44. There are different types of influencer
Specialists
Personal
experience
Respected in
their field
Topical
AUTHORITIES relevance
For example…
Inspiring action (signups/referrals)
Driving sales
Sentiment shift
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
45. There are different types of influencer
Brand
champions
Ambassadors
Regularly
promote and
recommend
Impacts brand
ADVOCATES reputation
For example…
Brand advocacy
Community development
Endorsements
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
46. There are different types of influencer
People you want
to influence
directly Potential leads
Niche interests
Key decision
ASSETS makers
For example…
Lead generation
Sales/referrals
Demonstrating thought leadership
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
47. Different types of influencer can help you reach different goals
Influencer type
Intended outcome examples
AMPLIFIER AUTHORITY ADVOCATE ASSET
Brand awareness
Word of mouth
Advocacy
Sales
Sentiment shift
Community development
Thought leadership
Signups
Brand lift
Endorsements
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
48. Influence is relative – it’s not all about popularity
AMPLIFIERS
ADVOCATES
POPULARITY
BRAND
RELEVANCE
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
49. Tools and scores have their uses, but human analysis really matters
What
topics
does
this
person
talk
Brand
about?
sen<ment?
Relevance
score?
Internal?
External?
Scoring
across
relevant
plaYorms
= Human analysts
= Tools
BLOOM
INFLUENCER
CATEGORISATION
AND
SCORING
METHODOLOGY
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
50. Being Social
Social
Media
vs
Social
Business
Social
Business
Maturity
Influence:
A
Hallmark
Of
Maturity
Your
Social
Business
Toolkit
Social
Business
Maturity
Calculator
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
51. 5 things you can started on right
away
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
53. #2
Learn
how
to
listen
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
54. #3
Build
community
rela(onships
through
your
content
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
55. #4
know
what
you
are
measuring
and
why
you
are
measuring
it
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM
56. #5
Socialise
your
culture,
not
your
technology
WWW.BLOOMSOCIALBUSINESS.COM
57. Being Social
Social
Media
vs
Social
Business
Social
Business
Maturity
Influence:
A
Hallmark
Of
Maturity
Your
Social
Business
Toolkit
Social
Business
Maturity
Calculator
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM