becoming a social business
DESCRIPTION
A Framework to evolve from a Social Brand to a Social Business, an 8 Phase Methodology.TRANSCRIPT
Becoming a Social Business
A Framework to evolve from a Social
Brand to a Social Business
Tectonic Forces in Business Today
Your Business Future
Social
Mobile Local
Cloud
What is a Social Business?
Source: Michael Brito
Social Strategy
Creating Customer Value
From Social Brand
Focus on external communications
Engages with the social customer
Owned by marketing
Measured by clicks, impressions, reach,
likes, comments, RTs, etc.
Budgets are usually allocated toward
agencies, community management,
Facebook applications, blog
development, etc
To Social Business
• Focus on internal communications
• Engagement with employees
• Owned by the entire organisation
• Measured by organisational
change
• Budgets revolve around internal
communities, social technologies
and training
8 Points You Need to Know About Social
Media
1. Social media is not something you do, it is something you are
2. Customer relationships cannot be outsourced
3. A blog is just a blog, not a magical trust and influence converter
4. Marketing through social media channels is not social: it is just marketing
5. Transparency is not just a word
6. Change management is the crux of social media program development
7. People are more important than technology
8. Shut up and listen
8 Point Framework for Social Business
1.Assess
2.Strategise
3.Create
4.Protect
5.Participate
6.Share
7.Engage
8.Monitor
Social
Business
Framework
1. Assess
Customer Brand (You)
Partner Competitor
2.Strategise
3.Create
4.Protect
5.Participate
6.Share
7.Engage
8.Monitor
1. Assess
• Brand: company/organisation,
products/services
• Competitors
• Partners
• Customers
• Keywords
• Presence
• Social Architecture
• Engagement
2. Strategise 1. Assess
3.Create
4.Protect
5.Participate
6.Share
7.Engage
8.Monitor
1.Strategise
Customer Service
& Support
Brand Health
Marketing Optimisation
Innovation
Management
Employee
Engagement
Operational
Efficiency
Revenue
Generation
Ecosystem
Engagement
• Link social strategy to business
drivers through:
• Clear Goals and Objectives
• Prioritised into:
• Discrete programs
• Initiatives
• Assigned resources
• Budgets
• Addressing the assessment findings
2. Strategise 1. Assess
3.Create
4.Protect
5.Participate
6.Share
7.Engage
8.Monitor
1.Strategise
• The Strategy is based upon the Assessment
• The strategy work details the following elements:
Goal & Mission
Benefits
Actions & Programs
Presence
Resources & Budgets
Reporting
• “Presence” includes Social Architecture
2. Strategise 1. Assess
3.Create
4.Protect
5.Participate
6.Share
7.Engage
8.Monitor
1.Strategise
Social Architecture
• How many points of presence and why?
• Who can create, and what, where and how?
• What is the role and balance of personal versus coy?
• How is the presence coordinated
• How is presence governed?
• How is it measured, and how reported?
3. Create
• Compelling presence where your customers are
• Valuable content through owned media
• Amplification through earned media: user generated
content and engagement
• Amplification through shared media: communities where
customers, partners and employees co-create and
collaborate
• Amplification through paid and promoted media
• Calls to action
2.Strategise
4.Protect
5.Participate
6.Share
7.Engage
8.Monitor
3.Create
1. Assess
• Regulatory compliance considered
• Data collection, retention and archiving determined
• Employee protections in place, including the social media policy and
training
• Company protections in place, including legal
• Social architecture assessed in context of risk and monitoring
• Crisis management plan developed and integrated
• Risk assessment and risk management in place – and practice is
conducted
• Executive and Board reporting in place – critical items in relation to
business strategy and risk
4. Protect 2.Strategise
5.Participate
6.Share
7.Engage
8.Monitor
4.Protect
1. Assess
3.Create
4. Protect
Risk Management
2.Strategise
5.Participate
6.Share
7.Engage
8.Monitor
4.Protect
1. Assess
3.Create
Identify – listening, brainstorming, reviewing
Assign an owner
Qualitative or quantitative evaluation
Mitigation – accept, reduce, reject, transfer
Categorising social media risk:
Reputation
Compliance and regulatory
Legal, IP, Privacy
Operational – reducing employee productivity
4. Protect
Risk Management
2.Strategise
5.Participate
6.Share
7.Engage
8.Monitor
4.Protect
1. Assess
3.Create
Identify and review risks
Review historical activities
Workflow triage from listening
Review 3rd party case studies and reports
Create and review threat lists
Incorporate risk management into social initiatives
Keep up with platform developments and associated legal terms
5. Participate 2.Strategise
6.Share
7.Engage
8.Monitor
.Participate
1. Assess
3.Create
4.Protect
• Know Your F’s (fans, friends,
followers)
• Influencers
• Customers
• Journalists
• Blogs
• Forums
• Communities
• Reward Participation
6. Share 2.Strategise
7.Engage
8.Monitor
6. Share
1. Assess
3.Create
4.Protect
5.Participate
• Promote content
• Use video if it makes sense
• Recognition and reward
• Curate
• Aggregate
• Gamification
• Mobile
• SEO / SEM
7. Engage 2.Strategis
e 8.Monitor
1. Assess
3.Create
4.Protect
5.Participate
6.Share
7. Engage
• Responsive
• Transparent
• Authentic
• Human
• Polls and contests
• Promote others
• Benefits
• Recommendations
8. Monitor 6.Share
2.Strategise
1. Assess
3.Create
4.Protect
5.Participate
6.Share
8.Monitor
• Monitoring tools and services
decided
• Keyword and location searches
• Competitor tracking
• Brand tracking
• Key measures agreed
• Integration in place
• Workflow and escalation processes
defined
• Mobile considered
• No one wants a social relationship with your brand
• Becoming a social business requires investment
• Becoming a social business is a cross-functional business initiative
• Advocacy is the number ONE objective
• Creating a better customer experience is at the heart of becoming a social
business
• You need to ‘shift gears’ in product management, HR, sales, marketing and
support.
What You Need to Know
Depends on your social ‘maturity’
Starting out: assess
Foundation in place: protect
Some programs running: strategise
Active: monitor
Where Do You Start?
Contact
www.kinshipdigital.com
Call: 1300 KINSHIP
www.twitter/kinshipdigital
www.slideshare.net/kinshipdigital