integrating social media into business functions

Integrating Social Media Into Essential Business Functions

January 26, 2010

About the Presenter

Professional: former executive director, nonprofit exec, business consultant, and teacher.

Strategic perspective: business consultant, campaign director, social strategist.It’s all about strategy for me.

B.A. Emory UniversityM.B.A. Bar Ilan University…and I LOVE research!

Key Takeaways!

One idea you will Implement

Characteristics of the “Social Business”

Social media integration: concept and implementation ideas

Determining Return on Influence/Investment http://www.flickr.com/photos/83371160@N00/25928863/

Find All Workshop Resources mentioned at Delicious, with the tags “socialbizpreso” + “NBN”

http://delicious.com/tag/socialbizpreso+NBN (feel free to continue to add to this list)

Post-Workshop Opportunities

Take away one idea from the workshop that you will implement!

What is Social Media, anyway?

http://www.flickr.com/photos/-bast-/349497988

the web as a

platform

…for conversationhttp://www.flickr.com/photos/whiteafrican/462282405/

Encourages Conversation

http://www.flickr.com/photos/tierug/3154245590/in/set-72157611999817541/

Utilizes the Power of Weak Ties

http://www.flickr.com/photos/eelssej_/524781662/

Is Organic and Uncontrolled

Includes Viral Elements

http://www.flickr.com/photos/kalmirage/1904699001/

Communication

Collaboration

Multimedia

Entertainment

Reviews and Opinions

http://www.flickr.com/photos/briansolis/2735401175/

The Old Way: Static

The New Way Is Dynamic

Is Your Company Ready To Be Social?

http://www.flickr.com/photos/49503180180@N01/3608757486/

Number of levels of approval

Degree of employee trust

Willingness to listen

How open is the company to change?

http://www.flickr.com/photos/49922542@N00/401343608/

Some Considerations:

Interest in Listening

Willing to Take RisksAbility to

Respond Quickly

Belief in Transparency

http://www.flickr.com/photos/71325969@N00/2634561264/

Belief in Stakeholder Engagement

“The Culture of Social”

http://www.flickr.com/photos/40624839@N02/3784049371/

Create a social media team

Decision makers on team

Trying to Integrate Social Media?

But…train the entire staff. No silos!

http://www.flickr.com/photos/40624839@N02/3784049371/

Trying to Integrate Social Media?

Everyone receives reports.

Define ROI expectations ahead of time.

Support Organizational Functions

Human Resources:recruiting, retention, job descriptions

http://www.flickr.com/photos/32955500@N08/3084647270/

Internal Communicationscollaboration, communication, resource sharing

Collaborative Training:tools, processes, information-sharing

Support Organizational Functions

http://www.flickr.com/photos/32955500@N08/3084647270/

Product Development:research, sentiment, real-time feedback

Support Organizational Functions

http://www.flickr.com/photos/32955500@N08/3084647270/

Customer Service:Real-time reactions, listening, community feedback

and support

Sales/Marketing:engagement, lead generation, sales cycle

development

Efficiency = Money

Return on Influence = Efficiency

http://www.flickr.com/photos/22799508@N07/3180165241/

Leading to tangible Tangible: Converts to

Time and/or

(Money, sales, hours, activities, etc)

Concept: Measuring ROI

Human ResourcesLinkedin Answers

Form a Facebook Group to Recruit employees

Search for employees and business partners

Human Resources

Advertising Expense

Interview and Recruiting Time

Cost of Hiring Replacements

Cost of Retraining

http://www.flickr.com/photos/38726791@N06/4067195335/

Human Resources ROI

Internal Communication

Internal Communication

Or simply create tags in Delicious. This presentation is tagged “socialbizpreso” and “NBN”

Cost of Lost Time

Better ideas

More efficient use of time

Sales and Servicehttp://www.flickr.com/photos/38726791@N06/4067195335/

Internal Communications ROI

Product Development

FriendfeedFacebookOnline forums/niche forums

Niche social networksLocal review sites (Yelp)Social bookmarking sites

I love using my flip phone

Look at real-time sentiment platforms!

Product Development

FriendfeedFacebookOnline forums/niche forums

Niche social networksLocal review sites (Yelp)Social bookmarking sites

Opportunity to task what they want!

Sales and Demand

New or improved ideas

Refine Product Development

Sales and Servicehttp://www.flickr.com/photos/38726791@N06/4067195335/

Product Development ROI

Customer Service

Customer Service

Customer Service

Live chat customer service on UStream

Saves Staff Time

New or improved ideas

Fewer customer complaints

Sales and Servicehttp://www.flickr.com/photos/38726791@N06/4067195335/

Satisfied customers Sales and Service

Customer Service ROI

Training: Water Cooler 2.0

Training and collaboration tools: Internal podcasting,

video, bookmarking, collaborative tech

Sales and Demand

Staff input and contribution

Trained Staff

Better products/services

http://www.flickr.com/photos/38726791@N06/4067195335/

Training ROI

Sales and Marketing

Create external community

Sales and Marketing

Create external community

Customer Engagement Customer attraction and retention

Media/mentions

Sales http://www.flickr.com/photos/38726791@N06/4067195335/

Sales/Marketing ROI

Customer attraction and retention

Case Studies

Best Buy: Customer Input

Customer Service

American Red Cross Social Media

This handbook is available to any Red Cross volunteer, employee, and fan at http://sites.google.com/site/wharman/social-media-strategy-handbook

Look at their activities all over the world via Flickr geomap

Workshop Exercise

Choose one business function that you want to integrate with social media.

Identify goals. Discuss options.

Key Takeaways!

One idea you will Implement

Characteristics of the “Social Business”

Social media integration: concept and implementation ideas

Determining Return on Influence/Investment http://www.flickr.com/photos/83371160@N00/25928863/

http://www.flickr.com/photos/32595872@N02/4195880838/

What was most useful to YOU?

Thanks for the Inspiration! Hat Tips To:

Olivier Blanchardhttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi

Beth Kanterhttp://www.slideshare.net/kanter/social-media-trainers-bag-of-tricks

Duct Tape Marketinghttp://www.ducttapemarketing.com/blog/2009/12/29/small-businesses-will-simply-become-more-naturally-social/

Debra Askanase Social Strategist and Creative Director

debra@communityorganizer20.comwww.communityorganizer20.com

Twitter: @askdebra