how to make the transition from social media to social business
TRANSCRIPT
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@bernieborges
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@bernieborges
What is a Social Business?
A social business embraces the culture and technology of the social revolution for strategic business outcomes. It understands that employees across the organization should contribute to brand excellence, through external and internal engagement.
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Why Become a Social Business?
Customers’ expectations have changed….
@bernieborges
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@bernieborges
Social Business is a Journey
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IBM 2012 Global CEO Study
http://public.dhe.ibm.com/common/ssi/ecm/en/gbe03486usen/GBE03486USEN.PDF
@bernieborges
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2013 Social Business Study
http://deloitte.wsj.com/cio/files/2013/07/Social-business-infographic.pdf
@bernieborges
http://www.slideshare.net/Altimeter/slides-the-state/1
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2013 Social Business Study
http://deloitte.wsj.com/cio/files/2013/07/Social-business-infographic.pdf
@bernieborges
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IBM 2014 Social Study
@bernieborges
http://www.ibm.com/smarterplanet/us/en/centerforappliedinsights/article/social_insights.html
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2014 Social @ Scale Journal
@bernieborgeshttp://www.sprinklr.com/social-scale-journal/
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Social Selling
@bernieborges
http://info.peoplelinx.com/Employee-Advocacy-eBook_Employee-Advocacy-LP.html
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@bernieborges
5 Pillars of a Social Business
C Suite Gets It
Marketing is Not a Department
Employee Branding is Embraced
Investment in Social Technology
Data Driven Marketing Mindset
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@bernieborges
Social Media to Social Business
Fans
Followers
Likes
Retweets
Shares
Shoutouts
Buzz
Engagement
Market Feedback
New Ideas
Employee Collaboration
Customer Support
Customer Acquisition
Launch New Initiatives
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C Suite Gets It• Plan the work, work the plan• Culture of Transparency• Servant’s mindset• Social employee mindset• Content mindset!
@bernieborges
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The Evolving Role of the CMO
http://www.findandconvert.com/2013/05/3-skills-needed-by-the-modern-cmo/
• Diplomacy• Analytical• Marketing
• Diplomacy• Analytical• Marketing
@bernieborges
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Marketing is Not a Department
• Customer Service• @HiltonSuggests• JetBlue• Zappos
• SMEs Contribute• Nurses (hospital)• Lawyers (law firm)• Engineers (B2B)
@bernieborges
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Employee Branding is Embraced
@bernieborges
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Social Business Technology Investments
@bernieborges
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@bernieborges
Data Driven Marketing Mindset
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ContentCreation in
SocialBusiness
@bernieborges
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Think Like a Movie Producer
@bernieborges
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@bernieborges
Content Marketing Like Film Producers
Producer
Director
Actor
Screen Writer
Visual Effects Specialist
Artist
CMO/VP Marketing
Project Manager
Subject Matter Experts
Writer/Story Teller
Technical Editor
Designer
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Interview Subject Matter Experts
Do the heavy lifting for SMEs Conduct on-camera interviews Create multi-use content Optimize and share
@bernieborges
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Content Marketing Best Practices
Document a mission statement
Document a strategy Develop brand ambassadors Do the heavy lifting for SMEs Re-purpose content Go broad with distribution
@bernieborges
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Social Business in
Action
@bernieborges
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C Suite Setting the
Example
@bernieborges
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C-Suite Support: Humana
@bernieborges
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(Don’t) Think Taxes All Year Long
http://community.hrblock.com/
@bernieborges
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Think Taxes All Year Long
Think Taxes All Year Long
@bernieborges
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Create Community Around Topics Customers Care About
http://community.citrix.com/
@bernieborges
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Community for Customers
http://www.workshifting.com/ @bernieborges
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Groupon is Social @ Scale
@bernieborges
http://www.socialbusinessengine.com/sbe-episodes/groupons-social-at-scale-journey/
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Internal social networking is good businessat Humana
@bernieborges
http://www.socialbusinessengine.com/sbe-episodes/socialcast-enterprise-social-network-humana/
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Scott’s External Community
http://www.grogood.com/ @bernieborges
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EMC: Compelling Internal Content
“It’s embedded in our culture!” @bernieborges
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EMC: Compelling External Content
“It’s embedded in our culture!” @bernieborges
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Employee Advocates at Kinaxis
@bernieborges
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Employee Advocates at Kinaxis
@bernieborges
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Employee Advocacy at Indium
• 70+ engineer bloggers• About solder paste! • Thought leadership • Measurable lead flow
@bernieborges
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Serving Your Personas
@bernieborges
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Content That Helps Not Sells
@bernieborges
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Embrace Your Fans
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Steps to Becoming a Social Business
• Culture | Process | Technology • C-Suite sponsor• Invite employees to participate• Develop employee advocates• Training & Governance• Deploy technology
• Document content strategy• Start small….• Measure, react, revise, evolve
@bernieborges
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@bernieborges
Tune in…
http://www.socialbusinessengine.com