designing a social business
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Patrick GladneyGroup Head, Research & Insights
@pgladneysocialmediagroup.com
Social Business:Moving from Drawing Board to Board Room
1. All customer facing roles are socially connected both internally and to the consumer.
2. Content is optimized and integrated across social channels.
3. The organization fully understands and leverages social channel dynamics.
4. There is an organizational structure in place to support all of the above.
What is a Social Business? Key Traits
“The future is here, it’s just not evenly distributed, yet.”- William Gibson, author
DEVELOPING: some use, less integrated
INTERNALLY NETWORKED: employee use
EXTERNALLY NETWORKED: customers & business partners
FULLY NETWORKED: employees, customers & business partners – helping break down organizational information flow barriers
79%
13%
5%
3%
Source: McKinsey Quarterly, “The Rise of the Networked Enterprise: Web 2.0 Finds its Payday” – December 2010
Social Business Current-State: Industry
It’s all about execution
All customer facing roles are socially connected to the consumer
Content is optimized and integrated across all social channels
social.ford.com
The organization fully understands and leverages social channel dynamics
• Helpful• Authentic• Human• Interesting• Conversational
Inform Sell Engage Support
Segment channels to establish clear lines of communication
There is an organizational structure in place to support all of the above
Despite the best of intentions, companies operate in silos.
PRODUCT
HR
SALES
IT
MKTG
COMMSBrandBrand
Customers see companies as one.
SOCIAL BUSINESS EXECUTIVE COUNCIL
PRODUCT
HR
MKTG
SALES
CORPORATECOMMS
IT
Recommended Organizational Structure
CUST. CARE
UNTAPPED DATA
INABILITY TO SCALE
DISMAL ADOPTION
NON-COMPLIANCE
RISK
OVER-SPENDING
Source: Forrester Research, “Rethink Your Enterprise Approach To Social Technology”, February 2011
Most Common Handset Dislikes
Untapped Data – Wireless Category
Untapped Data – Wireless Category
Anyways, I really want to pick get this phone, but my experience with
touchwizz before hasn't been a good one. Plus, for the life of me I can't get over the backplate of the phone. Its just made so badly, and it looks so flimsy. Apart from that
the phone is excellent in everyway.
Anyways, I really want to pick get this phone, but my experience with
touchwizz before hasn't been a good one. Plus, for the life of me I can't get over the backplate of the phone. Its just made so badly, and it looks so flimsy. Apart from that
the phone is excellent in everyway.
Non-compliance: Professional Services
If business insists on being “friends” with humans, then business best behave human.
Why Become a Social Business?
