Social Media
Social Media
….Beyond Marketing
….Beyond Marketing
Hareesh Tibrewala
Hareesh Tibrewala
hareesh@socialwavelength.com
hareesh@socialwavelength.com

Social Media Marketing is a misnomer
It is actually about
Marketing in a socially connected world
Or better still
How a should a business manifest in a socially
connected world

Or
It is about
Making Business Social
And this the key issues businesses need to
address

Social Media is not just a Brand Manager level
issue.
It is actually a CMO issue, a CPRO issue,
a CHRO issue, a CFO issue
Social Media is a CXO issue

Conversations are happening…
within the organisation and outside the organisation
Conversations result in communities
Communities have more intelligence compared to
individuals (or organisations)
We need to learn the tap the collective
intelligence of the internal communities

Human beings thrive in chaos.
And within chaos we create order
Facebook is chaos.
Group and pages within FB are order.
Like minded people converge at these locations.
And this results in Group Dynamics

In the same fashion, organisations need to create
internal social networks, resulting in
Group Dynamics
And Group Dynamics result in
Collaboration
Knowledge Sharing
Bonding
Brand Advocacy

Ford Motors
• Company used Yammer to drive their internal marketing
campaign called “One Ford”
• Through Yammer, the company developed a culture of
sharing, central to the “One Ford” business plan
• Employees realised that they were able to save time in
getting answers to queries they faced
• It streamlined internal networking significantly, increasing
project efficiency and helping employees find faster
resolutions to problems
• This campaign would have taken 4 months to develop, but
through Yammer, it completed in just 2 weeks.

IndusInd Bank
• Wanted to communicate HR message across 5000 employees at 50+
locations, and also measure effectiveness of communication / action
• Helped evolve the message collaboratively by mythological case
studies, using internal social network
• Once messages were evolved, they ran a contest to encourage
employees to absorb the messages.
• Gratification was given to the winners - lunch with the MD
• For the 1st time, HR team was able to bench mark the effort of
communication & see it become actionable

Retail conglomerate
• Kinetic Glue helped the company to set up a social network for
its marketing teams.
• This network allowed teams to share learning and insights (new
store launch, new product launch) , by choosing a format that
works best for their busy and often unpredictable day.
• It engages and motivates the sales staff
• Sales staff now posts feedback via its mobile phones into a
central group in the business social network. Not only is this real
time, it is visible to all store personnel.
• Typically high-attrition sales staff now feels much more engaged
with the organization.

Morgan Stanley Smith Barney
• Gave Twitter and LinkedIn access to 600 of its 17000+
financial advisers
• Created pre-approved content database using Socialware
• Financial advisers can now use this content freely to
engage with their customers
• One of the financial advisers, Ms DeBellis assesses that
$10mn in 18 months period

AT&T Blog
• Calm cool
connected parent
blog
• Targeted for AT&T
working parents
• Identified issue of
common interest
• Created community
and bonding
around that

Key Takeaways
• It is about making business social
• Social Media is a CXO issue
• Tap the collective intelligence of internal
communities
• Group Dynamics result in knowledge sharing,
bonding, collaboration, brand advocacy

Questions?
If you need a copy of this
presentation, please leave
your business card. We
will email it to you.
Hareesh Tibrewala
Jt. CEO, Social Wavelength.
hareesh@socialwavelength.com
Company blog: blog.socialwavelength.com
LinkedIn: linkedin.com/in/hareeshtibrewala