6 Guidelines For Becoming A Social Business. Presented in December 2013.

1. 6 Guidelines For Becoming A
Social Business

2. I am @DamienCummings
Email: damiencummings@gmail.com
Twitter: @DamienCummings
Blog: http://www.digitalfuture.asia
LinkedIn: http://sg.linkedin.com/in/damiencummings

3. What is a Social Business?
“Imagine a culture of real-time collaboration; If our
employees listen & engage with customers every day;
If we go beyond the phone or store to provide realtime customer service online; If our passionate
advocates market our products for us.
This is Social Business.”
Samsung Employees
Training &
Certification
Influencers: Employees,
Customers & Media
Social
Listening
Social
Commerce
Social Marketing
& Content
Social
Customer
Service

4. What is Social Commerce?
Group buying, reviews & social enabled e-commerce.
Ratings & Reviews
Group Buying
(e.g. Groupon,
Livingsocial & Dell
Swarm.)
E-Commerce that
incorporates social
features.
(e.g. Facebook Likes.)
Social Sharing of
Deals & Discounts
(e.g. Facebook offers,
Foursquare deals.)

5. 6 Guidelines For Social Business
#1 Things go wrong when you’re not prepared.
#2 It all starts with listening.
#3 People want to connect with their friends and
family, not brands.
#4 When they do connect with brands, they are your
advocates.
#5 Influencers are the most important part of social
business.
#6 When you talk be authentic, honest and entertaining.

6. #1 Things go wrong when you’re not
prepared.

7. Australia’s Telstra: Employee Pain
•
•
•
Telstra employee set up Twitter account
impersonating Federal Communications
Minister Stephen Conroy.
Attracted 1500 followers and ridiculed the
Minister.
Sacked then reinstated because Telstra DID
NOT HAVE A SOCIAL MEDIA POLICY
“It’s something major companies need to work
out because social media use is intensifying.”
– Telstra MD Stephen Quilty

8. KFC PR Nightmare
•
KFC employees take to wash tubs to post
saucy pics … Tweet them to friends.
•
Friends re-Tweet them and in days images
become number one trend on Twitter.
•
Employees recognised and fired.
•
KFC outlet forced to replace tubs.
•
Multi-million dollar re-branding campaign
as ‘now more healthy’ seriously damaged.

9. #2 It all starts
with listening.

10. Case Study:
Dell’s Social Media Command Center
•
Set-up in Austin, Texas
•
Monitors 25,000 daily
conversations.
•
Uses Radian6, CIC (China) &
other tools
(BazaarVoice, Telligent, etc.)
•
9 “Ground Control” staff
•
45 “@DellCares” team
•
Triage for customer service,
sales & marketing issues.

11. #3 People want to connect with
their friends and family, not brands.

12. 57% of people don’t want to talk
to you.
Research indicates
57%
A typical user will only connect with up to
of customers do NOT want
to engage with brands via
social networks.
- a small percentage of those available.
6 brands
Source: PlanetRetail: How and why are successful retailers tapping into social networking channels? 2012

13. #4 When they do connect with
brands, they are your advocates.

14. Your Brand Advocates
56%
of customers are more likely to recommend a
brand after becoming a fan.
71%
of shoppers regularly rely on reviews from
family and friends.
68%
are more likely to buy a product or visit a
website based on a referral from
a friend.
Source: PlanetRetail: How and why are successful retailers tapping into social networking channels? 2012

15. #5 Influencers are the most
important part of social business.

16. Not All Influencers Are Equal
•
•
•
External influencers are
much easier to identify: Top
100 (CEOs, CIOs, IT
Directors, Media, Customers,
etc.).
Think outside the box –
you’re going to get Tech
Reviewers and Media
anyway. Go niche!
Use 3-tier/level
Engagement model.
Super
Influencers
(10%)
Advocates
(25%)
Customers / “Amplifiers”
(65%)

17. 7 Steps: Employee Brand Ambassadors
1.
It all starts with a social media customer engagement policy.
2.
Define who you want to approach as the first generation of
brand ambassadors. Is it the marketing team? Customer
service team? Sales force?
3.
Add KPIs into performance plans.
4.
Training.
5.
Identify tiers of engagement.
6.
Ensure you have strong links back to the rest of the
organisation.
7.
Roll it out to all employees.

18. #6 When you talk be
authentic, honest and entertaining.

19. Authentic Social Engagement

20. Authentic Social Engagement

21. Thank you!
Damien Cummings
Email: damiencummings@gmail.com
Twitter: @DamienCummings
Blog: http://www.digitalfuture.asia
LinkedIn: http://sg.linkedin.com/in/damiencummings