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Smart Business, Social Business SMART BUSINESS, SOCIAL BUSINESS Michael Brito Senior Vice President, Social Business Planning Edelman Digital Mobile: (415) 871 – 5165 Email: [email protected] Twitter: @Britopian HTTP://THE SOCIALBUSINESSBOOK .COM 100% of all book royalties are being donated to Not For Sale THE EVOLUTION OF SOCIAL BUSINESS THE EVOLUTION OF SOCIAL BUSINESS 2008 to present 2003 to present SOCIAL BUSINESS 1995 to present SOCIAL BRAND SOCIAL CUSTOMER • Technology Innovation gives • Companies and brands join • Organizations begin humanizing customers a voice Twitter, Facebook and create business operations • They are Influential corporate blogs • Organizational models are • Amplified voice across the • Engage with the social formed to include social media social web customer in various channels • Organizational silos are torn • Google indexing critical • Social Media teams are down between internal teams conversations about forming slowly • Governance models and social companies • Small budgets are allocated on media policies are created • Social Customers are trusted a project basis to social media • Social becomes an essential amongst their peers as engagement and community attribute of organizational influence grows building culture The social customer is gaining influence everyday and their voice is amplified via the social web .. says @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale HOW DOES THE SOCIAL CUSTOMER BEHAVE? Product Discovery • Active on Google, research products before purchase Social Participation • Fans, followers, likes and RSS subscribers Sharing Content • Engaging with a brand in a two way dialogue, not just consuming content but creating content Brand Advocacy • Discuss the brand within their own micro communities, without hesitation or the need for incentives The social customer participates a variety of different ways; brands need to be omnipresent and engage with them @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale 2011 GLOBAL SNAPHOT OF THE SOCIAL CUSTOMER EUROPE (EMEA) 31% comment on blogs 27% comment in forums 20% uploaded a video online 39% uploaded a photo online 63% watch a video online 13% actively blog LATIN AMERICA 49% comment on blogs ASIA PACIFIC 35% comment in forums 42% comment on blogs 41% uploaded a video online 43% comment in forums 56% uploaded a photo online 29% uploaded a video online 74% watch a video online 50% uploaded a photo online 27% actively blog 65% watch a video online 37% actively blog Marketers should consider more than just Facebook and Twitter; there are other networks too says @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale THE NEW PURCHASE FUNNEL • A brand should build relationships with the social customer on order to drive advocacy • Advocates talk about the brand, even when the brand isn’t listening • Advocates are trusted among their peers and within their micro communities • Advocates are aiding and influencing others down the purchase funnel • The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact Advocates aid & influencers their communities through the purchase funnel and don’t need incentives to engage says @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale DEFINING A SOCIAL BRAND When a product, brand, organization uses Twitter, Facebook, blogs, Google+ or any other social technology to connect with the social customer and/or its constituencies. A social brand is any organization that uses social technologies to engage with the social customer says @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale ORGANIZATIONS FOCUSING ON INTERNAL DYNAMICS • The social brand has caused chaos and organizational anarchy in many companies today • Employees are running wild on the intrawebs with little to no guidance, direction or governance • Different geographies and business units are creating social communities externally and not sharing or communicating internally The social brand has caused chaos for many companies today; now they are focusing on changing internally @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale USHERING IN SOCIAL BUSINESS • A social business is built upon three pillars – people, process and technology • Change management and culture change is essential in order for genuine social business transformation to occur • Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first A social business is built upon 3 pillars – people, process and technology says @britopian #socialbiz …tweetable moment 100% of all book royalties are being donated to Not For Sale UNDERSTANDING THE DIFFERENCE SOCIAL BRAND SOCIAL BUSINESS External Communications Operations & Change Management (internal) Usually owned and driven by marketing or corporate Business leaders, employees in every job function across the organization communications and in every geography Engagement with the social customer and within the external Engagement with internal teams and channel partners at every level within community like blogs, Twitter and Facebook the organization Measurement: clicks, impressions, engagement, likes, comments, Measurement: employee participation, # of employees trained, process web traffic, etc. efficiencies, etc. Budget allocated to support external facing objectives like agency Budget allocated towards “consultative” agencies, internal social support, Facebook applications, social ads technologies, training and change management initiatives Little to no internal collaboration to be somewhat effective Collaboration is imperative to the success of social business transformation Difficulty level is easy Difficulty level is hard, very hard A social brand focuses on external communications w/the social customer. Social business focuses on the internal says @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale COMMON ORGANIZATIONAL MODELS - CENTRALIZED • In a centralized organizational model, the “social media” job function is usually owned by corporate communications • Little to no collaboration between corp com and other marketing organizations and business units • Organizational Silos dominate • No social media policies that empower employees to engage externally @britopian says that centralized social organizations are surrounded by silos that prevent knowledge sharing and communication …tweetable moment 100% of all book royalties are being donated to Not For Sale COMMON ORGANIZATIONAL MODELS - DECENTRALIZED • In a decentralized organizational model, the “social media” job function is scattered – everyone is doing it • Many decentralized organizations are a natural result of silos • Little to no collaboration or best practice sharing is happening • Loose social media policies exist but rarely enforced • Confusion about roles and responsibilities and conflict about “who owns” social media Social media was bred out of decentralized social organizations i.e. Product groups engaging with the social customer @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale FULLY COLLABORATIVE SOCIAL BUSINESS MODEL • A governing body, usually a “Center of Excellence” exists that is responsible for governance and strategic insights • Responsible for sharing best practices and technology recommendations with regions and other business units • Geographies and business units will execute external social media programs A fully collaborative social business is usually driven by a social media “center of excellence” says @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale FROM CHAOS TO GOVERNANCE GOVERNANCE DOCUMENT BEHAVIORS/DETAILS Social Media Policy • Full disclosure within social media channels (Legal Document) • What can and cannot be shared online i.e. anything confidential, financial or operational results, forecasts, or personal information about others • Do not post anything that is defamatory, harassing, an invasion of privacy or in violation of any applicable law or enterprise policy, including the Company’s Code of Business Conduct and Ethics • Employees are accountable for their actions. They are personally responsible for what they share. Social Media Guidelines • Guidelines include “rules of engagement” and “how to act” • Be professional, courteous, respectful to others, transparent • Only write/blog/tweet about what you know Moderation Guidelines • Usually addresses the organization’s moderation policy for communities and Facebook • Post moderation – content is approved immediately and checked later • Pre moderation – content has to get approved before going live Governance is the key to success for social business transformation; it builds intelligence and process @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale FROM CHAOS TO GOVERNANCE GOVERNANCE DOCUMENT BEHAVIORS/DETAILS Global or Business Unit • A process for geographies or business units that want to create an external presence on Expansion into Social Twitter, Facebook or other social network • Usually a “center of excellence” or social media committee will have to approve and require the region or business unit to present a plan of action that addresses the following: What is the content strategy? Is there
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