Social Media Enterprise Framework
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This document discusses using social media as an enterprise framework for businesses. It describes how social interaction between people through distributed communications media can be structured into a framework for organizations to meet the demands of real-time communications. The key elements of such a framework include people like leadership councils, processes like social media guidelines and platforms, and technologies for listening, analysis and community engagement. Examples are given of businesses that have successfully adopted aspects of a social media enterprise framework, such as DellOutlet using Twitter sales and CNN using social media for citizen journalism.
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Social Media Enterprise Framework
- 1. Social Media as an Enterprise Framework January 21, 2009 Peter Fasano principal, mass+logic @GaPDMA/#GaPDMA and @PFasano
- 2. What are we talking about? Social Media Enterprise Framework
- 3. What are we talking about? Social interaction between people : Ivan Walsh
- 4. What are we talking about? Social interaction between people : Ivan Walsh
- 5. What are we talking about? Media distributed communications tanakawho
- 6. What are we talking about? Media distributed communications tanakawho
- 7. What are we talking about? Enterprise an organization driven by productivity goals Max xx
- 8. What are we talking about? Enterprise an organization driven by productivity goals Max xx
- 9. What are we talking about? Framework a structure BY-YOUR-⌘
- 10. What are we talking about? Framework a structure BY-YOUR-⌘
- 11. Social Media Enterprise Framework We are talking about the realignment of business to meet the demands of real-time communications Greg Marshall
- 12. Social Media Enterprise Framework We are talking about the realignment of business to meet the demands of real-time communications Greg Marshall
- 13. Social Media Amplification what is the impact of real-time? Brian Solis
- 14. Brian Solis
- 15. Consumers are in control Consumers = Markets Markets are empowered to redefine the Business/Brand relationship Markets are more influential than ever
- 16. Consumers are in control Consumers = Markets Markets are empowered to redefine the Business/Brand relationship Markets are more influential than ever
- 17. Social Media Challenges Enterprise hierarchies communicate inefficiently and Markets are very efficient Social Media accelerating the shift
- 18. Social Media Challenges Enterprise hierarchies communicate inefficiently and Markets are very efficient Social Media accelerating the shift
- 21. Social Media Amplification Real-time has changed expectations Can you keep up? Brian Solis
- 22. What are the elements of a framework? People Processes Technology
- 23. Elements of a framework People Leadership Council Intersection Consulting
- 24. Elements of a framework Process Social Media Principles Social Media Guidelines Platform Charter Intersection Consulting
- 25. Elements of a framework Technology Listen Analysis Execution of Social Media Community Engagement deanmeyersnet
- 27. Dell Outlet Dell Outlet sold over $3 million worth of computers through Twitter! http://business.twitter.com/twitter101/case_dell
- 28. Apple iPhone App Store Leveraging open vs. controlled distribution systems. Using the wisdom of crowds to shape product development
- 29. CNN iReport Consumer driven media organized for social communication. Activation of the technology and the alignment with broadcast medium to enable the medium as a personal search engine
- 30. Best Buy Twelpforce Activate employees to listen, engage and respond to the Best Buy customer base on Twitter. Amplifying the potential of the otherwise confined knowledge base
- 31. Where to start? Search Align your message with the community Explore insights from your existing outposts: Use ad planning tools to gain insights about .com consumer behavior Social Media Quantcast Short URL’s Facebook Ad Planner
- 32. Questions? Peter Fasano principal, mass+logic @GaPDMA/#GaPDMA and @PFasano
Notes de l'éditeur
- Raising awareness So instead of using Twitter just to let people know about deals, the company has come to think of it as a good place to interact with customers—and to raise awareness about the brand. “When we respond to people on Twitter, they get really excited, and we gain advocates.” That doesn’t mean Dell Outlet has abandoned the deals. In fact, the company often posts offers that are exclusive to Twitter. They twitter only a few times a week so as not to spam their followers, and they use tracking URLs to gauge what followers find most appealing. Increasing sales Do the coupons work? Big time. Not only do they get retweeted and picked up by coupon sites—both of which spread the brand name—they also drive sales. Dell Outlet has booked more than $3 million in revenue attributable to its Twitter posts. In addition, the division has done research showing that awareness of the outlet has grown, too. “The uplift has been more than we dreamed,” says Nelson.
- Best Buys' new approach to Twitter and I had one of my "ah ha" moments. Best Buys, who have branded themselves in the past as the discount electronics store that offers more knowledgeable employees in their retail stores over other discount electronics retailers and even offered speciality help with it's GeekSquad has launched a service that uses Twitter to answer questions. The program, which is called Twelpforce, is a pretty simple idea, employees sign up on a website with their Twitter ID and when they Tweet using the hash-tag #tweplforce the Tweet is moved to the @twelpforce handle with attribution back to the employee (via @employee handle). The Tweet also shows up on the web site www.bbyconnect.appspot.com (Best Buy Connect), where all Best Buy Twelpforce Tweets are aggregated for search and review. All the employee instructions are also posted in a most transparent way right on the public web site (bravo!). This approach is about as web 2.0ish as you can get, transparent, spreading input across a wide / broad base, shared control and allowing employees to self select what and when they answer questions while using wisdom of crowds to provide a set of answers and comments for customers to review. The concept could work because it's not replacing traditional customer service but instead augmenting it in a new way, it brings the experience of asking the expert in the store to an online searchable real-time conversation. I suppose this process only works for certain types of businesses where there is a broad set of very knowledgeable employees outside of customer service that could address customer questions. It will be interesting to watch as this service, which is only a week or so old, catches on with customers and employees.