Presentation for DIGICONF Dubai on 22 May 2013. A brief overview of why it's important to become a social business today and how to get started.

1. Mark SooHoo
Director of Digital, Middle East
Mark.SooHoo@Edelman.com
#DIGICONF
BECOMING A
SOCIAL BUSINESS
@MarkSooHoo

2. “I'm sorry that this
was such a long
letter, but I didn't
have time to write
you a short one.”
- Blaise Pascal
#DIGICONF @MarkSooHoo

3. W
There is a content surplus @MarkSooHoo

4. W
There is a content surplus @MarkSooHoo
85% of consumers use a second screen
device while watching TV #DIGICONF

5. W
There is a content surplus @MarkSooHoo
85% of consumers use a second screen
device while watching TV #DIGICONF
“Arabic is the fastest growing language
on Twitter...We have 400m tweets daily,
with 17m of them in the Arabic
language.” @Kavelicious

6. There is an attention deficit @MarkSooHoo

7. There is an attention deficit
90% of Facebook engagement happens
within the first three hours of a post.
92% of retweets within 1st hour.
#DIGICONF
@MarkSooHoo

8. PAID
MEDIA
OWNED
MEDIA
EARNED
MEDIA
CUSTOMERS/
ADVOCATES
INFLUENCERS
TRADITIONAL
MEDIA
Consumer lives are unpredictable @MarkSooHoo

9. PAID
MEDIA
OWNED
MEDIA
EARNED
MEDIA
CUSTOMERS/
ADVOCATES
INFLUENCERS
TRADITIONAL
MEDIA
Consumer lives are unpredictable
The social customer participates a
variety of different ways; brands need to
be omnipresent and engage with them
@britopian #DIGICONF
@MarkSooHoo

10. Everyone is influential @MarkSooHoo

11. Everyone is influential
Consumers are 71% more likely to make
a purchase based on social media
referrals @Hubspot #DIGICONF
@MarkSooHoo

12. Business objectives remain constant @MarkSooHoo

13. Business objectives remain constant
The story of “Big Data” today isn’t
about data. It’s about people.
@MonteLutz #DIGICONF
@MarkSooHoo

14. “Organizations can’t have
effective external
conversations unless they
can have effective internal
conversations first”
@Britopian #DIGICONF

15. “Organizations can’t have
effective external
conversations unless they
can have effective internal
conversations first”
@Britopian #DIGICONF

16. Where does “social” start and end? @MarkSooHoo

17. Where does “social” start and end? @MarkSooHoo

18. Where does “social” start and end?
Social monitoring
Customer service
Technical
Communications
Community management
Government relations
@MarkSooHoo

19. Less of This
#DIGICONF @MarkSooHoo

20. More of This
#DIGICONF @MarkSooHoo

21. Listen Up
#DIGICONF @MarkSooHoo

22. Puppies...the answer is always puppies @MarkSooHoo

23. “People don’t do business with companies.
People do business with people.”
@SmarterPlanet #DIGICONF

24. Be Human
@MarkSooHoo#DIGICONF

25. Becoming a Media
Company
#DIGICONF @MarkSooHoo

26. Becoming a Media
Company
#DIGICONF
You don’t need to design ads that look
like editorial content. Great content is
your ad. @RichardWEdelman #DIGICONF
@MarkSooHoo

27. Content: They are content machines with an
“always on” mentality.
Relevant: They are relevant to someone at every
moment in time.
Recent: They are recent and in many cases, real-
time.
Omnipresent: Media companies own search and
everything else.
Agile: Media companies move quickly when it
comes to content creation/distribution.
1
2
3
4
5
@MarkSooHoo#DIGICONF

28. A social business strategy helps evolve the thinking and preparedness of
an organization bridging internal and external social initiatives resulting
in collaborative connections, processes and shared value for all
stakeholders (customers, partners, employees).“ ”
Social Business Strategy Is Required
To Facilitate This Transformation
@MarkSooHoo#DIGICONF

29. 4
3
The Stakeholder Ecosystem Value
Creation Model
OPERATIONAL
EXCELLENCE
INTERNAL
(employees)
EXTERNAL
(customers, partners, media)
THE SOCIAL BUSINESS
SALES/REVENUE
CUSTOMER ADVOCACY
PRODUCT FEEDBACK
COMMUNITY ENGAGEMENT
CUSTOMER/SALES SUPPORT
CUSTOMER SATISFACTION
COLLABORATION
KNOWLEDGE SHARING
SOCIAL ENABLEMENT
PROCESS IMPROVEMENT
PRODUCT INNOVATION
EMPLOYEE ADVOCACY
SOCIAL
BRAND
1
2
@MarkSooHoo#DIGICONF
From @Britopian

30. Create Brand Superheroes
(Internal, then external)
#DIGICONF @MarkSooHoo

31. People
Process
Platforms
#DIGICONF @MarkSooHoo

32. Understanding The Social Brand Versus
Social Business
Community Management
Marketing
Customer Service
Communications
Events
Campaigns
Advocacy
Crisis
SOCIAL BRAND
(External)
SOCIAL
BUSINESS(Internal)
RESULTS
Training
Process
Collaboration
Organization Models
Research & Development
Policies & Guidelines
Knowledge Sharing
Culture
Programs
Infrastructure
@armano created this
#DIGICONF @MarkSooHoo

33. Mark SooHoo
Director of Digital, Middle East
Mark.SooHoo@Edelman.com
#DIGICONF
BECOMING A
SOCIAL BUSINESS
@MarkSooHoo