Why Does Social Business Matter?Miranda Man, May 2012

Firstly, what was pre-Social Business?

First came small family shops

20th century business upscaling

• Head office.• R&D department to develop new lines.• Nice website with a ʻcontact usʼ button.• Customer Services call centre.• PR office.• Efficient transactions.

Then in the 21st century...

...Along comes the Social Media explosion

Businesses canʼt ignore this. So...

A new phenomena - revolutionised the way humans communicate and interact

• But not as another arm of corporate communications.• Lack of understanding of what social is.

Quick - letʼs get social!

Letʼs get really social

A Social Business...fosters customer and company interaction.

...operates publicly rather than behind closed doors.

Participation

Two way

Feedback

TransparencyConversation

Active engagement with customers

Real time responses, personal replies, a human tone rather than a corporate voice.

Why does this matter?

• More than ever before, the customer has a voice, powered by social media.

• Much easier to connect.• Customers trust other customers - if they donʼt

like something, they will say.• News spreads very quickly.• Social business is important to actively engage

with customers.

The customer is King

Selling the customer experience

Business is no longer just about selling products but selling the customer experience.

Thereʼs more to Social Business...

The business needs to engage with employees too or will be just a grand façade.

A Social Business is social on the inside too

But what does this mean?

What does social on the inside mean?

Traditional business: people have their place• Rigid hierarchy and top down structure.• Open dialogue between top and bottom is difficult.• Employees donʼt know what other departments are doing.• Information silos.

Social business: uses social media principles• Hierarchy is supported by networks.• Communication is more flowing.• Increased visibility of other employees and teams.• Collaborative working / Sharing.

Why does this matter?

For a number of reasons...

• A socially calibrated business is more efficient.• Increased visibility leads to better decision-making and

improved staff morale.• Employees can become your best advocates.• No false brand promises.

CISCO

For customers ...

... and for employees

A Social Business...

...engages with their employees.... is social on the inside and social on the outside.

...fosters customer and company interaction....operates publicly rather than behind closed doors.

...is not just about technology.

The way forward in the 21st century is social

Most businesses will surely benefit from:• More engaged customers• An increased social reach• More productive relationship with employees

That is why Social Business Matters

Thanks for listening!

Image sources

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http://www.evanevanstours.co.uk/site-images/leeds-castle-1.jpghttp://www.flickr.com/photos/christiejl/312949745/

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