social by design: jump-start your social business strategy

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This presentation was inspired greatly by the book 'Social Business By Design' by Dion Hinchcliffe and Peter Kim. It was meant to be an introduction to social business, and how to strategically approach the use of social media in your organisation for valuable business impact. Originally presented at Creative Niche's knowledge season series, 'Project Greenhouse: Social Media Strategy to Build Brands and Communities'.


  • 1.Social by design Ways to jump-start your social business strategy Timi Stoop-Alcala Social Business Analyst & Content Strategist June 2012Tuesday, June 12, 12

2. This presentation covers:- Social business at work (some stories)- What companies experiences tell us aboutsocial business- Ways to jump-start your social businessstrategyTuesday, June 12, 12 3. At the end of this presentation, I hope well start to ask: - Whats our end-game for social? [Why engage?] - How are we now using social media? [Are we using it to solve specic business problems?] - How can we begin to be social by design?Tuesday, June 12, 12 4. Putting things in contextTuesday, June 12, 12 5. A Cambrian explosion in social technologiesTuesday, June 12, 12 6. Global adoption of social mediaTuesday, June 12, 12 7. Changing consumers behaviourTuesday, June 12, 12 8. Disrupting business the way we know itTuesday, June 12, 12 9. Redening relations, inuence, and connectivityTuesday, June 12, 12 10. BOTTOM LINEIf youre not using social media to engage with your customers, partners, and stakeholders...somebody else is.Tuesday, June 12, 12 11. Tuesday, June 12, 12 12. THESE WE KNOW NOW TO BE TRUETo be social is tough. The opportunity costs of not getting coordinated and beingunprepared internally is steep. Social drives adaptation (but is your organisation built to adapt?) Technology becomes more sophisticated by the year. Customers expectations are heightened, and their demands changebefore the organisation can even catch up with the changes.Competitors evolve faster and possess better tools, technologies, information and methods of organisation.Tuesday, June 12, 12 13. If social media is disrupting the way we do business, then we should makesure to use it strategically to adapt and achieve business outcomes.Tuesday, June 12, 12 14. How some companies are adopting social businessTuesday, June 12, 12 15. Tuesday, June 12, 12 16. Better business based on real time customer input From #FAIL to FTW! Dell knows that its no longer enough to just have a social presence. They listen, learn and engage in conversations with our customers where they are. Theyve gone from Dell Hell to one of the most often praised social business company, and of the few with a Social Media Listening Command Center.Tuesday, June 12, 12 17. Shared value by defaultDell uses different platforms to stay connected with existing and potential customers.Theyve gone beyond solving problems to adding value exchange among its customers.Tuesday, June 12, 12 18. Rethinking an existing business processThe real-time response in advertising by Old Spice was possible because P&G redesigned itsprocess of producing ads to become more social. Results: sales increased 27% in the lastsix months; 55% in the last three months; the month after the campaign -- 107%.Tuesday, June 12, 12 19. Graphic: Buddy MediaLOreals customerrelationship programincluded a Facebook toolkitfor its salons, educationalresources on social media,and a $25 advertising creditImproving partner support for each of its salons.Tuesday, June 12, 12 20. A social business isnt just acompany that has a Facebookpage and a Twitter handle. Asocial business is one thatembraces and cultivates a spiritof collaboration and communitythroughout its organizationboth internally and externally.- IBM Reorganising corporatecommunication IBM responded to the trends in the worker and marketplace dynamics by designing new communication approaches with matching technical capabilities. Results: As of 2011, 130 million IBM communities of professionals around the world has actively collaborated internallyTuesday, June 12, 12 21. Integrating vision into social campaignsParticipation by the community unlocked Levis contribution to of 200 million litersof clean drinking water. In its rst 72 hours, it saw over 50,000 page views, with more than20,000 challenges completed.Tuesday, June 12, 12 22. Enabling participation Team TopZorg by Menzis asks everyone (not just customers) to share their positive and negative stories on health care. This serves as an entry point for dialogue to generate actionable insights. How these ideas are carried out is actively shared and discussed on the site. Results: Improved services, increased involvement, and better relations as the target group understands better the complexities of healthcare.Tuesday, June 12, 12 23. Conversations as currency Buurzaam Wonen (Amsterdam Smart City) launched eco-hood sessions among Geuzenveld citizens as a way to activate the community behind the project. The goal was to stimulate collective awareness of their energy consumptions patterns to trigger behaviour change. This was an ofine event, but part of a bigger process based on social business tenets such as network effect (building shared value).Tuesday, June 12, 12 24. Social business scales (for small business, too) Disclosure: I worked on the online strategy and social strategy of Madaga as an Associate for Madaga, a young start-up that delivers fresh food for babies, aimed for a social business mindset right from the start. It made the business decision to become a social brand which translates into allocating resources for social from the inception of its brand. Where social media decisions are usually add-ons for some marketing programs, social strategy was integrated at the beginning of brand-building, communications and PR development, and analytics.Tuesday, June 12, 12 25. Brands must not only be readyContinuous listening and to invest resources in social monitoring, but also engage andeffective management respond -- in real-time.Tuesday, June 12, 12 26. Organisational readinessMaar om de themas voor te bereiden,de dialogen dagelijks te volgen - envooral om jullie reacties op te volgen en goede ideen door te voeren - is veelcapaciteit nodig bij XS4ALL. Tijd enaandacht die we op dit moment helaas niet kunnen bieden. De turbulentie in onze branche vraagt op dit moment onzevolle aandacht....De verbetervoorstellendie voortkomen uit de dialoog met jullie sneeuwen momenteel onder in onzedagelijkse werkzaamheden.Yellow Spaces was a platform for dialogue with clients and consumers to shareexperiences, opinions and ideas. Results: Over 1600 participants, 9 themes, 70discussions, 6 projects delivered, 9 projects started up, 6 further explored. Unfortunately,it was stopped as XS4ALL didnt have the internal capacity to sustain this effort.Tuesday, June 12, 12 27. What do these experiences tell us about social business?Tuesday, June 12, 12 28. Some key concepts A shift in mindset Social is not an add-on, but rather, a layer thats interwoven into the fabric of the organisation. (David Armano, EVP Edelman Digital) Its essential to align external social media efforts with internal roles, processes and structures. It goes beyond campaigns, ad-hoc engagement, and one-time solutions. Transaction becomes a by-product of interaction (rich relations). Be a Platform Provider (not a Gate-keeper): Dont only manage connections, but also facilitate participation. Enable your partners, customers and stakeholders to connect and engage with each other.Tuesday, June 12, 12 29. Some key concepts Importance of the internal aspect of social business Using internal social media fosters workforce / partners / stakeholders engagement and collaboration, e.g. customer relationship management. Listening and engaging is not just about reacting to peoples feedback, but analysing their sentiment and deriving actionable insights: its about business intelligence. Listening (monitoring) is inseparable from engagement. Its important to be prepared organisationally to respond to the rapid information and feedback cycle of the social web.Tuesday, June 12, 12 30. Some key concepts Importance of the internal aspect of social business US Cellular, Kraft Foods, and Discover Financial Network underscored culture change as the number one determinate of social success. IBM states that overcoming the organizational challenge is 1.8 times harder than the technological obstacles of social. (Dachis Group) Connected employees and leaders create a competitive advantage via a culture of sharing. - (Charlene Li, author of the New York Times bestseller Open Leadership, Founder of Altimeter Group)Tuesday, June 12, 12 31. Some key concepts People / Communities: the beating heart of any social business Successful engagement with your target groups entails serious (and ongoing) research on your social customers in order to gain insights on the relevant communities to be activated. Enlist the relevant community that is large enough to drive the desired results. Make sure to plan for too little or too much participation. You can have a social business solution that may not focus primarily on online engagement or digital tools. Ofine processes that activate relevant communities contribute to the whole social experience.Tuesday, June 12, 12 32. To truly benet from the social web, your organisation mustadopt a business-level, people-centric, holistic, andscalable framework for using social technologies internallyand externally with the end goal of creating shared value.The challenge: Transforming your organisation into a trulysocially calibrated business is a long journey. Where doyou begin?Tuesday, June 12, 12 33. Areas for developingOrganisationalreadiness social businessBWorkforceTeam roles andengagementU responsibilitiesGovernanceS Guidelines and policiesCollaboration toolsLeadership andIExpertiseand methods cultureListening strategyTraining andN Monitoring,management, reportingsupport Openness and transparencyE Internal championsSSocial CEOs InternalSNetwork effect: shared and added value among customers, partners and employees G ExternalSocial networksContentAdvocacy O strategy ASocial presence Editorial calendar Advocacy programs LSocial media marketingmix (tools + channels)Creation,Commu