1. February 20, 2012
Social Business Agenda Workshop
Templates
© 2012 IBM Corporation

2. Building a Social Business Strategy
A Align Organizational Goals & Culture
Social Business
G Gain Social Trust
E Engage through Experiences
N Network Your Business Processes
D Design for Reputation & Risk Management
A Analyze Your Data
2 Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter, ISBN: 0132618311, Copyright © 2011, IBM Press © 2012 IBM Corporation

3. Agenda Strategy Workshop Approach
Audience
Definition Interaction
Tipper Channels
Social Goals Identification Participate vs.
& Initiatives Spectator Prioritized
Culture Community Processes
Assessment Approach Types of
Networked
Crises
Digital Initiatives
Ratings
Council
Response Keyword
Plans Inputs for
Plan
Executive Session Breakout Sessions
(Tailored based on Executive Session)
A G E N D A
3 © 2012 IBM Corporation

4. Social Business Agenda Workshop Process
• Collect “strategy” and other • Conduct main workshop • Consolidate workshop
business directional session with Executive output
documentation Identify key Leadership team focused on: • Formalize next steps
stakeholders for the – Business Goals
workshop – Define AGENDA gaps
– Social Initiatives – Prioritize need based on
– Establish scope with
primary stakeholder – Socially Network Business Goals
Processes • Review findings with core
– Select 2-3 key
stakeholders for 45 minute – Culture Assessment team
prep interview – Digital Counsel • Deliver Executive Report
• Create initial set of Goals – Trust Plan
and Audiences based on
– Identification of additional
scope
strategy focus areas
• Tailor meeting agenda based
• Conduct breakout sessions
on scope
to complete additional focus
• Present SB Agenda to areas
participants
4 © 2012 IBM Corporation

5. A Align Organizational Goals & Culture
Internal Page
Identify Business Goals though account team, research, &
stakeholders
Engage with Review Account Review Annual
Client Team Plan Report
• Create draft goals
• Review with Client Sponsor
• Use as starting point for
workshop
Business Goals
Increase Connect with Grow through
Improve Client Enable Talent
Organizational Customers, Acquisitions
Service Management
Innovation Partner & Alliances
5 © 2012 IBM Corporation

6. A Align Organizational Goals & Culture
Template
Review and prioritize goals during the workshop
Business Goals
Business Goal Business Goal Business Goal Business Goal Business Goal
1 2 3 4 5
Priority
If Goals are not already prioritized, potential questions:
• Where is the largest business impact?
• Does identifying expertise and enhancing interactions across audiences (customers,
partners & employees) have a greater impact on the certain goals?
6 © 2012 IBM Corporation

7. A Align Organizational Goals & Culture
Template
Mapping of Goals to Social Capabilities
Goal Business Challenges to Issues Impacted Potential Social Initiatives
achieve Goal Audience(s)*
Business  Challenge  Issue  Audience  Initiative
Goal
Business  Challenge  Issue  Audience  Initiative
Goal
7 * Input to Analytics Plan © 2012 IBM Corporation

8. A Align Organizational Goals & Culture N Network Your Business Processes
Template
Additional initiatives are identified by socially networking core
and industry business processes
Business Goals
Business Goal 1 Business Goal 2 Business Goal 3 Business Goal 4
Talent Management
Marketing
Core
Customer Service
Sales
Product Development /
Innovation
Industry Process 1
Industry
Industry Process 2
8 © 2012 IBM Corporation

9. A Align Organizational Goals & Culture
Template
Culture Assessment
Culture Questions
Cultural Theme C = Current D = Desired
1 2 3 4 5
Boundaries Isolated functions Cross functional cooperation C D
Teaming Individual competitive Team oriented C D
Learning Slow adopting new skills Continuous Learning Culture C D
Management Style Controlling Delegating C D
Horizontal Comms Bureaucratic, formal channels Free communication up the organization C D
Open Communication Guarded Communication Open Communication C D
Initiative Follow specific instructions Take initiative C D
Risk Tolerance Punish mistakes Learn from mistakes C D
Pace Slow, cautious pace Fast pace C D
Rules / Process Keep to rules Ignore rules C D
Hierarchy Many organizational layers Few organizational layers C D
9 © 2012 IBM Corporation

10. A Align Organizational Goals & Culture
Governance
Identify Digital Council Executive • Defines strategic linkage
Sponsors of SB
• Central governing body
Digital Council • Coordinates cross-organizational /
community decisions
Digital Program • Ensures execution of SB Strategy
Office • Facilitates coordination across
organization / communities
Functional / LOB Risk Metrics &
Standards
Execution Management Measurement
• LOB / Functional / • Define & manage • Define & measure • Define core
Community Social Computing SB metrics and processes
representation on Guidelines supporting analytics • Define core
Program Office • Manage Risk recovery • Define & measure architecture
• Strategy execution plan SB ROI
• Community • Proactively establish
management reputation
• Content management
10 © 2012 IBM Corporation

11. A Align Organizational Goals & Culture
Template
Defining Digital Council
Potential
Proposed Member or Owner to Identify Member
Organizational Sources
Marketing
Communications
HR
IT
Sales
LOB
Other
11 © 2012 IBM Corporation

12. G Gain Social Trust
Template
Trust Plan: Audience Needs & Finding Tippers
Company Expertise Build
Desired & Thought Where Currently Community (Y/
Audience* Expertise** Leadership Engage (Location)** Tippers** N & timing)
* Audiences come from Goal Mapping exercise
** Input to Analytics Plan
12 © 2012 IBM Corporation

13. G Gain Social Trust
Example
Discovering Tippers Externally: DeepMile Corporation
186
38
MASS INFLUENCER / TIPPER
Wael Ghonim
@Weddady
Twitter Followers: 86,000+
Reactions Generated: 3,291 Twitter Followers: 6,900+
Reactions per 1K followers: Reactions Generated: 1,281
38 Reactions per 1K followers:
186
0.04
Justin Bieber
Twitter Followers: 7.4 Million
Reactions Generated: 294
Reactions per 1K followers: 0.04
13 Courtesy of DeepMile Corporation © 2012 IBM Corporation

14. G Gain Social Trust
Example
Discovering Tippers Internally: Atlas for Connections
14 © 2012 IBM Corporation

15. G Gain Social Trust
Template
Trust Plan: Community Template
Name
Goals
Target Audience List the characteristics of the audiences that the community is targeting;
Demographics* Identify demographics, tippers, advocates, …
Assigned Roles Identify by name the individuals who are filling roles
- Sponsor
- Leader
- Council Members
- Community Manager
Resources Required Identify the resources required to support the community (e.g., existing
resources that are available, required support, content that needs to be
developed, analytics on community, …)
Response Time
Measures of Success
15 * Input to Analytics Plan © 2012 IBM Corporation

16. E Engage through Experiences
Template
Category checklist
Audience and Engagement
Audience Goals Value Messages
Integration Across
Engagement Technique* How to use to engage Audience Tool (Y/N)
* Sample engagement techniques are listed on the following page
16 © 2012 IBM Corporation

17. E Engage through Experiences
Sample
Sample Engagement Techniques
Communities: Video:
Internal: IBM Connections* Communities Internal: IBM Connections Video Widget
External: IBM Connections Community, LinkedIn, Facebook, External: IBM Connections Video Widget, youTube, viddler
google+, bebo, plaxo
Microblog: Gaming:
Internal: IBM Connections Profile Board Internal: BunchBall; Kudos Badges (ISW)
External: IBM Connections Profile Board, twitter, present.ly External: BunchBall, Kudos Badges (ISW)
Blogs & Wikis: Mobile:
Internal: IBM Connections Internal: IBM Connections
External: IBM Connections, tumblr, Wordpress, Blogger, External: IBM Connections, IBM Customer Experience Suite
Twiki, wikipedia
Location: Website:
Internal: IBM Connections Internal: IBM Portal, IBM Web Content Management
External: Foursquare, Gowalla External: IBM Customer Experience Suite
* IBM Connections includes on premises and IBM SmartCloud for Social Business
17 © 2012 IBM Corporation

18. E Engage through Experiences
Template
Content Plan
Action Plan (good as is?, update/modify?,
Engagement Technique Content / Assets develop?)
18 © 2012 IBM Corporation

19. D Design for Reputation & Risk Management
Template
Potential Crisis Identification
Potential Crises
19 © 2012 IBM Corporation

20. D Design for Reputation & Risk Management
Template
Crisis Response Planning
Listening
Monitoring Phrases
Brand Army (Identify)
Employees
Management
Senior Execs
Advocates
Friends
Role of Core Team
Social Business Reputation & Risk Mgr
Digital Council
Executive Team
Brand Advocates
Legal
Alert System (Classify Responses)
Alert Classifications 1-5; Red, Yellow, Green
Response time per classification
Align Issues to Categories Basic Customer Complaints; Humorous “Negative” Videos, Brandjacking; Quality Issues; Exposed
Trade Secrets; Criminal Activity; Individual Treats; Extended Negative Social Trending, Quality
Issues; Activist Protests; Criminal Activity
Contact Activation Strategy
Community Managers
Marketing
Media Relations
Communications
Training
20 © 2012 IBM Corporation

21. A Analyze Your Data
Template
Analytics
Comprehensive Analysis Evolving Topics
Weighted summary of discussion to determine snippets with shared
Competitors terms to show current and predictive trends in related topics
Products / e.g., customer service, branch experience,
Services Topics
…
Broad view of opinions on company, brand, Audiences
Analysis
products, competitors, …
Hotwords
e.g., What are the broad themes related to
Questions products? What are the broad topics
effecting employees?
Affinity Sentiment
Intersection of areas of analysis gauge Complete comparative analysis by evaluating positive, negative,
impact of specific actions neutral or ambivalent sentiment on snippets
e.g., What is the impact of the new benefits e.g., What is the effectiveness of the new
programs for associates in Asia Pacific? marketing campaigns? Which is the
Questions Questions
How did the new fee structure impact our relationship of positive morale and sales
retail banking customers? location performance?
21 © 2012 IBM Corporation

22. Backup
22 © 2012 IBM Corporation
2011

23. E Engage through Experiences
Sample
Sample Engagement Techniques (detailed)
Communities: File Sharing:
Internal: IBM Connections* Communities Internal: IBM Connections Files
External: IBM Connections Community, LinkedIn, Facebook, google+, External: IBM Connections Files, slideshare, Wordie, Empressr
bebo, plaxo
Microblog: Bookmarks:
Internal: IBM Connections Profile Board Internal: IBM Connections Bookmarks
External: IBM Connections Profile Board, twitter, present.ly External: IBM Connections Bookmarks, diigo, StumbleUpon, delicious
Blogs: Location:
Internal: IBM Connections Blog Internal: IBM Connections
External: IBM Connections Blog, tumblr, Wordpress, TypePad, Blogger External: Foursquare, Gowalla
Wiki: e-meeting:
Internal: IBM Connections Wiki Internal: IBM Sametime Meetings
External: IBM Connections Wiki, Twiki, wikia, wikipedia, pbwiki External: IBM Sametime Meetings,Skype, Fuze, Openmeetings,
GoToMeeting
Gaming: Instant Messaging:
Internal: BunchBall; Kudos Badges (ISW) Internal: IBM Sametime
External: BunchBall, Kudos Badges (ISW) External: IBM Sametime, Google Chat, Facebook Chat, AIM
Mobile: Website:
Internal: IBM Connections Internal: IBM Portal, IBM Web Content Management
External: IBM Connections, IBM Customer Experience Suite External: IBM Customer Experience Suite
Video: Project Management:
Internal: IBM Connections Video Widget Internal: IBM Connections Activities
External: IBM Connections Video Widget, youTube, viddler External: IBM Connections Activities
Forum:
Internal: IBM Connections Forums
External: IBM Connections Forums, gaia, grouply, lefora, 4chan
* IBM Connections includes on premises and IBM SmartCloud for Social Business
23 © 2012 IBM Corporation