This presentation walks you through the winning factors in social business. You will learn how businesses can succeed and get it DONE by setting their sights on brand, people, experiences, habits and insights.

1. Defining ‘done’ in social business
Winning Formula & Success Criteria
in Social Business

2. Defining ‘done’ in social business
Defining ‘done’ in social business
Agenda
• Social Business Maturity Model – An
Overview
• Winning formula in social business
• Focus on the brand
• Engage and influence people
• Deliver compelling experiences
• Turn one time actions into habits
• Gain actionable insights
• Summary
2

3. Defining ‘done’ in social business
In this presentation, you will …
• Have an overview of social business maturity model
• Identify the winning factors that contribute to the
success in social business
• Learn how focusing on building brand helps you
• Understand how to engage and influence people
• Learn the importance of delivering experiences
• Know how behaviours and habits benefit businesses
• Understand the value of analytics and insights
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4. Defining ‘done’ in social business
Defining ‘done’ in social business
Agenda
 Social Business Maturity Model –
An Overview
• Winning formula in social business
• Focus on the brand
• Engage and influence people
• Deliver compelling experiences
• Turn one time actions into habits
• Gain actionable insights
• Summary
4

5. Defining ‘done’ in social business
The Social Business Maturity Model
“Building a social business is like a journey. The model supports you
through-out this journey.”
• SBMM provides a guiding framework for businesses from all
industries, sizes and natures
• Supports businesses in implementing social activities and
succeed in their social activities
• SBMM comprises five maturity levels and phases, with well
defined goals, key focus areas, activities and measures.
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6. Defining ‘done’ in social business
The Social Business Maturity Model
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7. Defining ‘done’ in social business
Components of Social Business
We will look
at this area in
Internal &
the external
Goals
presentation and
focus
areas
success
criteria
Metrics
and
insights
Successful Social Business
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8. Defining ‘done’ in social business
Defining ‘done’ in social business
Agenda
• Social Business Maturity Model –
An Overview
 Winning formula in social business
• Focus on the brand
• Engage and influence people
• Deliver compelling experiences
• Turn one time actions into habits
• Gain actionable insights
• Summary
8

9. Defining ‘done’ in social business
Winning formula in social business
Social businesses succeed when their sights are set on:
• Brand, not just products and services
• People, not just customers and users
• Experiences, not just engagement and influence
• Habits, not just one time actions
• Insights, not just metrics and analytics
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10. Defining ‘done’ in social business
Winning formula in social business
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11. Defining ‘done’ in social business
Success factors in social business
• Maturity and response to change are driven by factors that
are internal and external to the business
• Focus must shift from selling products and services to building
a sustainable brand
• Success also depends on how well businesses help change
the behaviours of their customers and users
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12. Defining ‘done’ in social business
Defining ‘done’ in social business
Agenda
• Social Business Maturity Model – An
Overview
• Winning formula in social business
 Focus on the brand
• Engage and influence people
• Deliver compelling experiences
• Turn one time actions into habits
• Gain actionable insights
• Summary
12

13. Defining ‘done’ in social business
“A brand for a company is like a reputation
for a person. You earn reputation by trying to
do hard things well”
– Jeff Bezos
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14. Defining ‘done’ in social business
Yes, brand comes first!
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15. Defining ‘done’ in social business
Mature social businesses focus on brand
Impact on Brand Equity
High
Brand
Industry
Organisation
Business
units
Products &
Low
services
Informed Initiate Intensify Enabled Optimising
Low High
Ability to use social media for brand building
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16. Defining ‘done’ in social business
Move beyond your products & services
• Interests drive people’s interactions and their
engagement in conversations on the social networks
• Encourage participative and interactive conversations
about various topics, not just your products & services
• Brand cuts across the boundaries raised by various
companies and their products and services
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17. Defining ‘done’ in social business
Brand cuts across products and services
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18. Defining ‘done’ in social business
Its all about BRAND
Equity
brand using social media High
Total value of
Business' focus on building
the brand!
Image
What others think
Association about you!
Associate others
With your brand!
Awareness
How much others
know about you!
Identity
What you
Low
think you are!
Informed Initiate Intensify Enabled Optimising
Low High
Maturity across the social activities
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19. Defining ‘done’ in social business
Defining ‘done’ in social business
Agenda
• Social Business Maturity Model – An
Overview
• Winning formula in social business
• Focus on the brand
 Engage and influence people
• Deliver compelling experiences
• Turn one time actions into habits
• Gain actionable insights
• Summary
19

20. Defining ‘done’ in social business
“The old computing was about what
computers could do. The new computing is
about what people can do”
– Ben Shneiderman
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21. Defining ‘done’ in social business
Bring the focus back on ‘People’
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22. Defining ‘done’ in social business
Social business revolves around ‘People’
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23. Defining ‘done’ in social business
Connect, interact & engage the right people
• Define the profiles of the people who fit your requirements
• Create ‘personas’ with demographics and psychographics
• Search, browse and look out for the people fitting in the
persona
• Connect to them and follow their activities on networks
• Interact with them by liking or favouriting their content
• Engage with the people by sharing their content across
networks
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24. Defining ‘done’ in social business
Encourage meaningful & context-rich conversations
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25. Defining ‘done’ in social business
The Winning factors in social business
High
Intensity of social activities
Low
Informed Initiate Intensify Enabled Optimising
Low High
Engagement and influence on people in networks
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26. Defining ‘done’ in social business
Tips for winning with people-focus
• Be customer-focused, but think beyond customers
• People = {customers, users, stakeholders, followers}
• Follow and be followed by the right people
• Listen to their ‘heartbeats’, not just voices
• Respond and resolve their problems
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27. Defining ‘done’ in social business
Respond & resolve problems on social media
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28. Defining ‘done’ in social business
Defining ‘done’ in social business
Agenda
• Social Business Maturity Model –
An Overview
• Winning formula in social business
• Focus on the brand
• Engage and influence people
 Deliver compelling experiences
• Turn one time actions into habits
• Gain actionable insights
• Summary
28

29. Defining ‘done’ in social business
“Experience is not what happens to a man. It
is what a man does with what happens to
him”
– Aldous Huxley
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30. Defining ‘done’ in social business
Deliver unified and consistent experiences
• Engagement and influence over the people are
necessary, but not sufficient
• Focus on delivering experiences to not just customers
and users, but followers and fans on social networks
• Use social web and social technologies to help deliver
better experiences to people
• Unified and uniform experiences across multiple
platforms, devices and channels
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31. Defining ‘done’ in social business
Strike balance b/w professional & personal lives
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32. Defining ‘done’ in social business
Deliver unified experiences – across all channels
Mainstream/Traditional
Digital
Social
Mobile Web/Online
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33. Defining ‘done’ in social business
Unified experience through ORM
Harder
Hard to
to
Setup &
Create &
maintain
distribute
Traditional Digital
Channels Channels
BRAND/
REPUTATION
MANAGEMENT
Social Online
Channels Channels
Connect & Build &
integrate Maintain
Easier
Easy to
to
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34. Defining ‘done’ in social business
Deliver unified experiences across multiple devices
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35. Defining ‘done’ in social business
Defining ‘done’ in social business
Agenda
• Social Business Maturity Model – An
Overview
• Winning formula in social business
• Focus on the brand
• Engage and influence people
• Deliver compelling experiences
 Turn one time actions into habits
• Gain actionable insights
• Summary
35

36. Defining ‘done’ in social business
“We are what we repeatedly do.
Excellence, then, is not an act, but a habit.”
– Aristotle
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37. Defining ‘done’ in social business
Focus on people’s habits and behaviours
“People are creatures of habit!”
• Businesses can change the behaviours of people
• Knowledge about ‘people’ helps in driving it forward
• Use persuasive messaging to effect the desired behaviours
• Persuasion must also be used in the design of products and
services, to drive behaviour change
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38. Defining ‘done’ in social business
People’s habits drive usage…propels your business
High
Increase
New
existing
Benefit for business
and/or individuals
behaviours
behaviours
Decrease
Stop existing
existing
behaviours
behaviours
Low
Low High
Effort required for businesses
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39. Defining ‘done’ in social business
Use social media for persuasive messaging
Make habits Break habits
New behaviours Change/reduce
• Do more behaviours
• Do new • Do less
• Do different • Do different
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40. Defining ‘done’ in social business
Tips on making or breaking habits
• Habits can be formed in people through behavior change
• People’s behaviors can be changed by motivating
them, making it simple and/or inciting them to act
• Help people do what they already want to do
• Place triggers on the paths of motivated people who are
able to do the behaviors
• Focus on increasing ability by making tasks easier for users
• Help synchronise people’s online and offline behaviours
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41. Defining ‘done’ in social business
Texavi’s Behaviour Modelling Framework
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42. Defining ‘done’ in social business
Defining ‘done’ in social business
Agenda
• Social Business Maturity Model –
An Overview
• Winning in social business
• Focus on the brand
• Engage and influence people
• Deliver compelling experiences
• Turn one time actions into habits
 Gain actionable insights
• Summary
42

43. Defining ‘done’ in social business
“May you have the hindsight to know where
you’ve been, the foresight to know where
you are going, and the insight to know when
you have gone too far.”
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44. Defining ‘done’ in social business
Measures and numbers on social networks
• No. of social networks and sites on which you are active
• No. of people you are following (friends, fans or followers)
• No. of people following you (friends, fans or followers)
• No. of times your profile came up in search (by others)
• No. of times your content has been liked or favourited
• No. of times your content has been mentioned
• No. of times your content has been shared
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45. Defining ‘done’ in social business
But numbers don’t help much…
• Numbers only give the raw data
• They are like dots which still need to be connected
• Metrics and analytics are one-step ahead
• Metrics derived from numbers give more info
• Social analytics help you get real time access to results
from social activities
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46. Defining ‘done’ in social business
Social business metrics…
Network
reach
Value of
transactions Engagement
from social Score
interactions
Social
Business
Analytics
Avg.
number of
Influence
leads from
Score
social
activities
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47. Defining ‘done’ in social business
Rely on insights, both quantitative & qualitative
• Insights are more actionable and usable
• Derive them from the analytics & other sources
• Insights help connect the dots and get a fuller picture
• Refer to multiple data points and create maps
• Identify core entities, establish relationships
• Draw insights from peoples’ behaviours
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48. Defining ‘done’ in social business
Draw insights from peoples’ behaviours
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49. Defining ‘done’ in social business
Insights from social analytics & measures
Social Social Social
Business Analytics Measures
Insights
No. of followers
in network
Network reach
No.of new followers
added per week
No. of followers
influenced
Total value per Influence Score
action
No. of influencers
No.of times content got
Engagement shared
score
No.of
Likes, favourites,vot
es
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50. Defining ‘done’ in social business
Defining ‘done’ in social business
Agenda
• Social Business Maturity Model –
An Overview
• Winning in social business
• Focus on the brand
• Engage and influence people
• Deliver compelling experiences
• Turn one time actions into habits
• Gain actionable insights
 Summary
50

51. Defining ‘done’ in social business
We looked at…
• An overview of social business maturity model
• The winning factors that contribute to the success in
social business
• How focusing on building brand helps you
• How to engage and influence people
• The importance of delivering experiences
• How behaviours and habits benefit businesses
• The value of analytics and insights for social business
www.texavi.co.uk 51

52. Defining ‘done’ in social business
Texavi Innovative Solutions
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Email: connect@texavi.co.uk Email: connect@texavi.com