@bernieborges

@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.

Why Become a Social Business?

Customers’ expectations have changed….

@bernieborges

@bernieborges

Social Business is a Journey

IBM 2012 Global CEO Study

http://public.dhe.ibm.com/common/ssi/ecm/en/gbe03486usen/GBE03486USEN.PDF

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2013 Social Business Study

http://deloitte.wsj.com/cio/files/2013/07/Social-business-infographic.pdf

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http://www.slideshare.net/Altimeter/slides-the-state/1

2013 Social Business Study

http://deloitte.wsj.com/cio/files/2013/07/Social-business-infographic.pdf

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IBM 2014 Social Study

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http://www.ibm.com/smarterplanet/us/en/centerforappliedinsights/article/social_insights.html

2014 Social @ Scale Journal

@bernieborgeshttp://www.sprinklr.com/social-scale-journal/

Social Selling

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http://info.peoplelinx.com/Employee-Advocacy-eBook_Employee-Advocacy-LP.html

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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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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

C Suite Gets It• Plan the work, work the plan• Culture of Transparency• Servant’s mindset• Social employee mindset• Content mindset!

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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

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Marketing is Not a Department

• Customer Service• @HiltonSuggests• JetBlue• Zappos

• SMEs Contribute• Nurses (hospital)• Lawyers (law firm)• Engineers (B2B)

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Employee Branding is Embraced

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Social Business Technology Investments

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@bernieborges

Data Driven Marketing Mindset

ContentCreation in

SocialBusiness

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Think Like a Movie Producer

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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

Interview Subject Matter Experts

Do the heavy lifting for SMEs Conduct on-camera interviews Create multi-use content Optimize and share

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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

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Social Business in

Action

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C Suite Setting the

Example

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C-Suite Support: Humana

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(Don’t) Think Taxes All Year Long

http://community.hrblock.com/

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Think Taxes All Year Long

Think Taxes All Year Long

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Create Community Around Topics Customers Care About

http://community.citrix.com/

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Community for Customers

http://www.workshifting.com/ @bernieborges

Groupon is Social @ Scale

@bernieborges

http://www.socialbusinessengine.com/sbe-episodes/groupons-social-at-scale-journey/

Internal social networking is good businessat Humana

@bernieborges

http://www.socialbusinessengine.com/sbe-episodes/socialcast-enterprise-social-network-humana/

Scott’s External Community

http://www.grogood.com/ @bernieborges

EMC: Compelling Internal Content

“It’s embedded in our culture!” @bernieborges

EMC: Compelling External Content

“It’s embedded in our culture!” @bernieborges

Employee Advocates at Kinaxis

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Employee Advocates at Kinaxis

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Employee Advocacy at Indium

• 70+ engineer bloggers• About solder paste! • Thought leadership • Measurable lead flow

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Serving Your Personas

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Content That Helps Not Sells

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Embrace Your Fans

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

@bernieborges

Tune in…

http://www.socialbusinessengine.com

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