Smart Business Social Business by Michael Brito

H T T P : / / T H E S O C I A L B U S I N E S S B O O K . C O M

100%ofallbookroyal7esarebeingdonatedtoNotForSale

•  TechnologyInnova7ongivescustomersavoice

•  TheyareInfluen7al•  Amplifiedvoiceacrossthe

socialweb•  Googleindexingcri7cal

conversa7onsaboutcompanies•  SocialCustomersaretrusted

amongsttheirpeersasinfluencegrows

•  CompaniesandbrandsjoinTwiPer,Facebookandcreatecorporateblogs

•  Engagewiththesocialcustomerinvariouschannels

•  SocialMediateamsareformingslowly

•  Smallbudgetsareallocatedonaprojectbasistosocialmediaengagementandcommunitybuilding

•  Organiza7onsbeginhumanizingbusinessopera7ons

•  Organiza7onalmodelsareformedtoincludesocialmedia

•  Organiza7onalsilosaretorndownbetweeninternalteams

•  Governancemodelsandsocialmediapoliciesarecreated

•  Socialbecomesanessen7alaPributeoforganiza7onalculture

1995topresent

2003topresent

2008topresentTHEEVOLUTIONOFSOCIALBUSINESS

Thesocialcustomerisgaininginfluenceeverydayandtheirvoiceisamplifiedviathesocialweb..says@britopian

…tweetablemoment


ProductDiscovery

•  Ac7veonGoogle,researchproductsbeforepurchase

SocialPar?cipa?on

•  Fans,followers,likesandRSSsubscribersSharingContent

•  Engagingwithabrandinatwowaydialogue,notjustconsumingcontentbutcrea7ngcontent

BrandAdvocacy

•  Discussthebrandwithintheirownmicrocommuni7es,withouthesita7onortheneedforincen7ves

Thesocialcustomerpar7cipatesavarietyofdifferentways;brandsneedtobeomnipresentandengagewiththem@britopian

…tweetablemoment


EUROPE(EMEA)31%commentonblogs27%commentinforums20%uploadedavideoonline39%uploadedaphotoonline63%watchavideoonline13%ac7velyblog

LATINAMERICA49%commentonblogs35%commentinforums41%uploadedavideoonline56%uploadedaphotoonline74%watchavideoonline27%ac7velyblog

ASIAPACIFIC42%commentonblogs43%commentinforums29%uploadedavideoonline50%uploadedaphotoonline65%watchavideoonline37%ac7velyblog

MarketersshouldconsidermorethanjustFacebookandTwiPer;thereareothernetworkstoosays@britopian

…tweetablemoment


•  Abrandshouldbuildrela5onshipswiththesocialcustomeronordertodriveadvocacy

•  Advocatestalkaboutthebrand,evenwhenthebrandisn’tlistening

•  Advocatesaretrustedamongtheirpeersandwithintheirmicrocommuni7es

•  Advocatesareaidingandinfluencingothersdownthepurchasefunnel

•  Thereachofoneadvocateisminimal;asanaggregate,thetotalreachcanmakeastrongbusinessimpact

Advocatesaid&influencerstheircommuni7esthroughthepurchasefunnelanddon’tneedincen7vestoengagesays@britopian

…tweetablemoment


“ Whenaproduct,brand,organiza7onusesTwiPer,Facebook,blogs,Google+oranyothersocialtechnologytoconnectwiththesocialcustomerand/oritscons7tuencies.

Asocialbrandisanyorganiza7onthatusessocialtechnologiestoengagewiththesocialcustomersays@britopian

…tweetablemoment


•  Thesocialbrandhascausedchaosandorganiza5onalanarchyinmanycompaniestoday

•  EmployeesarerunningwildontheintrawebswithliPletonoguidance,direc7onorgovernance

•  Differentgeographiesandbusinessunitsarecrea7ngsocialcommuni7esexternallyandnotsharingorcommunica5nginternally

Thesocialbrandhascausedchaosformanycompaniestoday;nowtheyarefocusingonchanginginternally@britopian

…tweetablemoment


•  Asocialbusinessisbuiltuponthreepillars–people,processandtechnology

•  Changemanagementandculturechangeisessen7alinorderforgenuinesocialbusinesstransforma5ontooccur

•  Organiza7onscannothaveeffec7veexternalconversa5onswithcustomersunlesstheycanhaveeffec7ve,internalconversa5onswitheachotherfirst

Asocialbusinessisbuiltupon3pillars–people,processandtechnologysays@britopian#socialbiz

…tweetablemoment


SOCIALBRAND SOCIALBUSINESS

ExternalCommunica7ons Opera7ons&ChangeManagement(internal)

Usuallyownedanddrivenbymarke7ngorcorporatecommunica7ons

Businessleaders,employeesineveryjobfunc7onacrosstheorganiza7onandineverygeography

Engagementwiththesocialcustomerandwithintheexternalcommunitylikeblogs,TwiPerandFacebook

Engagementwithinternalteamsandchannelpartnersateverylevelwithintheorganiza7on

Measurement:clicks,impressions,engagement,likes,comments,webtraffic,etc.

Measurement:employeepar7cipa7on,#ofemployeestrained,processefficiencies,etc.

Budgetallocatedtosupportexternalfacingobjec7veslikeagencysupport,Facebookapplica7ons,socialads

Budgetallocatedtowards“consulta7ve”agencies,internalsocialtechnologies,trainingandchangemanagementini7a7ves

LiPletonointernalcollabora7ontobesomewhateffec7ve Collabora7onisimpera7vetothesuccessofsocialbusinesstransforma7on

Difficultyleveliseasy Difficultylevelishard,veryhard

Asocialbrandfocusesonexternalcommunica7onsw/thesocialcustomer.Socialbusinessfocusesontheinternalsays@britopian

…tweetablemoment


•  Inacentralizedorganiza5onalmodel,the“socialmedia”jobfunc7onisusuallyownedbycorporatecommunica7ons

•  LiPletonocollabora5onbetweencorpcomandothermarke7ngorganiza7onsandbusinessunits

•  Organiza7onalSilosdominate

•  Nosocialmediapoliciesthatempoweremployeestoengageexternally

@britopiansaysthatcentralizedsocialorganiza7onsaresurroundedbysilosthatpreventknowledgesharingandcommunica7on

…tweetablemoment


•  Inadecentralizedorganiza5onalmodel,the“socialmedia”jobfunc7onisscaPered–everyoneisdoingit

•  Manydecentralizedorganiza7onsareanaturalresultofsilos

•  LiPletonocollabora5onorbestprac7cesharingishappening

•  Loosesocialmediapoliciesexistbutrarelyenforced

•  Confusionaboutrolesandresponsibili7esandconflictabout“whoowns”socialmedia

Socialmediawasbredoutofdecentralizedsocialorganiza7onsi.e.Productgroupsengagingwiththesocialcustomer@britopian

…tweetablemoment


•  Agoverningbody,usuallya“CenterofExcellence”existsthatisresponsibleforgovernanceandstrategicinsights

•  Responsibleforsharingbestprac5cesandtechnologyrecommenda5onswithregionsandotherbusinessunits

•  Geographiesandbusinessunitswillexecuteexternalsocialmediaprograms

Afullycollabora7vesocialbusinessisusuallydrivenbyasocialmedia“centerofexcellence”says@britopian

…tweetablemoment


GOVERNANCEDOCUMENT BEHAVIORS/DETAILS

SocialMediaPolicy(LegalDocument)

•  Fulldisclosurewithinsocialmediachannels•  Whatcanandcannotbesharedonlinei.e.anythingconfiden7al,financialoropera7onal

results,forecasts,orpersonalinforma7onaboutothers•  Donotpostanythingthatisdefamatory,harassing,aninvasionofprivacyorinviola7onof

anyapplicablelaworenterprisepolicy,includingtheCompany’sCodeofBusinessConductandEthics

•  Employeesareaccountablefortheirac7ons.Theyarepersonallyresponsibleforwhattheyshare.

SocialMediaGuidelines •  Guidelinesinclude“rulesofengagement”and“howtoact”•  Beprofessional,courteous,respecoultoothers,transparent•  Onlywrite/blog/tweetaboutwhatyouknow

Modera7onGuidelines •  Usuallyaddressestheorganiza7on’smodera7onpolicyforcommuni7esandFacebook•  Postmodera7on–contentisapprovedimmediatelyandcheckedlater•  Premodera7on–contenthastogetapprovedbeforegoinglive

Governanceisthekeytosuccessforsocialbusinesstransforma7on;itbuildsintelligenceandprocess@britopian

…tweetablemoment


GOVERNANCEDOCUMENT BEHAVIORS/DETAILS

GlobalorBusinessUnitExpansionintoSocial

•  AprocessforgeographiesorbusinessunitsthatwanttocreateanexternalpresenceonTwiPer,Facebookorothersocialnetwork

•  Usuallya“centerofexcellence”orsocialmediacommiPeewillhavetoapproveandrequiretheregionorbusinessunittopresentaplanofac7onthataddressesthefollowing:

  Whatisthecontentstrategy?  Isthereacommunitymanagerreadytoengage?  Whatisthemodera7onand/orescala7onpolicy?

NewSocialMediaPrac77oner •  Usuallyaddressesaprocessfornewemployeesthatwanttoengageandtalkaboutthebrandwithintheirownsocialnetworks

Training •  Atrainingprogramthatoutlinesveryspecificcurriculumandwhattheorganiza7onalexpecta7onsareonceanemployeebecomesasocialmediaprac77oner

Crea7ngalearningorganiza7onwillhelpcompaniesbecomemoreopenandintelligent–necessaryforsocialbusinesssays@britopian

…tweetablemoment



WHITEBELTAwareness&Engagement

BLUEBELTFluency&Par4cipa4on

BLACKBELTExper4se&Ownership

TrainingCurriculum

•  BasicsofSocialMedia(i.e.overviewofblogging

•  Overviewofownedmediachannelstoincludeenterprisecommuni7es,blogs,FacebookandTwiPeraccounts

•  Policies&Guidelines•  SimpleEscala7onprocess

Addi?onalMaterial

•  DesktopConversa7onalGuide•  Linkstoownedmediasocialmedia

channels.•  Listofindustryinfluencers

INTERNAL

EXTERNAL

Organiza?onalExpecta?ons

•  Research&monitoring•  Listeningtoownedmediachannels•  Escalateconversa7onstoothers

InternalMetrics:numbersofemployeestrained::numberofemployeesblogginginternally

TrainingCurriculum

•  BasicsofCommunityEngagement•  Listening&MonitoringToolsandApps•  IntendedUsesofSocialMedia•  EngagementModel&Escala7on

Process•  MetricsOverview

Addi?onalMaterial

•  DesktopConversa7onalGuide•  Linkstoownedmediasocialmediachannels

•  Listofindustryinfluencers•  SocialPostSugges7ons

ExternalMetrics:shareofvoice::communitygrowth::aggregatedreachandimpressions::numberofcustomerproblemssolved


•  Frequenttwee7ngandretwee7ng;respondingtocommentson/offofenterpriseownedmediachannels

•  Respondingtocustomersupportissuesandescala7ngtoappropriatechannels

•  Basiccommunitymanagement

•  Advancedtac7csofCommunityEngagementandManagement

•  Leveragingsearchtocreatesocialcontentforblogs

•  Metricsdeepdive–understandingmetricsandmakingdatadrivendecisions

•  AdvancedtrainingonsocialtoolsandtechnologieslikeRadian6,MeltwaterBuzz,Sprinklr,Shoutlet,CoTweet,andotherpublishing/listeningplaoorms

•  Trainthetrainer

TrainingCurriculum

•  Frequentblogging,twee7ngandrespondingtocommentson/offofenterpriseownedmediachannels

•  Solvingcustomersupportissuesonandoffenterpriseownedmediachannels

•  Mentoringandtrainingwhiteandbluebelts;teambrownbags

•  Speakingatconferences•  Par7cipateinandaPendbi‐weeklysocialmediaintegra7onsforums


Frompar7cipa7ontocompleteownership

•  Establishingameasurementframeworkismoreaboutensuringthatallstakeholdersagreeonsocialmediameasurement;andthatitsmeasuredconsistentlyacrosstheorganiza7on.

FinancialImpactMetrics

ROI Thesemetricsmeasuretheamountofmoneyinvestedonaprogramorini7a7veandtheamountofmoneyreceivedfromthatsameprogram.

Paid,Earned,OwnedMediaValue

Paid,earned,andownedmediavalueisdefinedasthemonetaryvalueofimpressionsdeliveredfromdifferentmarke7ngchannelsandassigninganequivalentcostperthousandimpressions(CPM)thatacompanyiswillingtopay(orhaspaid)forthoseimpressions.

PurchaseFunnelMetrics

Specificmetricscanbedefinedateachphaseofthepurchasefunnel–Awareness,Considera7on,Preference,Purchase,Advocacy.Oneexampleis:•  Awareness=Totaladsservedorimpressions•  Considera7on=Totalclicksonad•  Preference=Numberofuserswhoengagedwithbrandedcontent,blogcomments•  Purchase=Numberofuserswhopurchased•  Advocacy=Numberofuserswhojoinedacommunity

Non‐FinancialImpactMetrics

CommunityHealth‐Growth

•Communitymembership&MTMgrowth•Contentviewsanddownloads•ContentorchannelRSSsubscrip7ons•Uniquevisitorsandpageviews

CommunityHealth‐Membership

•Customerreten7on•Customersa7sfac7onscores(CSAT)•Customerloyaltyscores•Overallsen7mentwithinthecommunity

CommunityHealth–Engagement

•Likes,shares,andcomments•TwiPer@repliesand@men7ons,Lists•YouTubecommentsandembeds•Blogcomments

ShareofVoice&Sen7ment

Shareofvoiceisacompanyorproduct’sconversa7onalweightexpressedasapercentageofadefinedtotalmarket.

Sen7mentisthecontextoftheconversa7ons.It’susuallycategorizedasposi7ve,nega7ve,orneutral.

It’slessabouthowtomeasuresocialmedia;moreaboutensuringthateveryoneisconsistentsays@britopian

…tweetablemoment

1.  Organiza5onalleadershipmanda5ngthatinternalteamscollaborateacrossfunc7onalbusinessunits,geographies,productteamsandchannelpartners

2.  CEOand/orexecu7veteamsusingsocialtechnologiestocommunicateexternallyandencouragingemployeestodothesame

3.  SocialMedia“CenterofExcellence”teamsandSocialOrganiza7onModelsforming

4.  Global/func7onalteamssharingbestprac5cesfrequently;organiza7onalsilosdie

5.  Socialbehaviorsbecomeengrainedintheeverydayfabricofemployees’workflow

6.  Socialbusinessbecomesaconsistentlineiteminmarke7ng,opera7onsandITbudgets

7.  HumanResourcesadds“socialmedia”injobdescrip7onsandemployeesareheldaccountabletopar5cipate

PeopleOneindicatorofsocialbusinesstransforma7onisaconsistentbudgetlineitemforsocialmediasays@britopian

…tweetablemoment


8.  Governancemodelscreated,publishedandsharedacrosstheorganiza7oni.e.processfornewemployeestobetrainedtobesocialmediaprac55oners,escala7onprocesses,etc.

9.  SocialMediaPoliciesandguidelinesco‐createdbyseniormanagementandemployees

10. Consistentsocialmediameasurementframeworkagreeduponandusedtomeasurebothinternalandexternalsocialini7a7ves

11. Workflowscreatedthatcollectexternalcustomerfeedbackandfilteredbacktotheproductorganiza7ons

ProcessOneindicatorofsocialbusinesstransforma7onareco‐createdsocialmediapoliciesandguidelinessays@britopian

…tweetablemoment


12.  Internalcommuni7esandcollabora7onsystemsdeployedandbeingusedacrossfunc7onalbusinessunits–sales,marke7ng,customersupport,supplychainmanagement

13. Collabora7onhappenswithininternalcommuni7esmoresothaninemailorconferencecalls

14. SocialCRMcapabili7es,applica7onsandsystemsbecomeapriorityinmanagementanddeployment

15. ITloosensupfirewallrestric5ons(bandwidth,IPblocking)ofsocialmediausagefrombehindthefirewall

TechnologyOneindicatorofsocialbusinesstransforma7oniswhencollabora7onbecomesapriority@britopian

…tweetablemoment


Thesocialbusinesschangeagentcanbeanyoneintheorganiza7onthatisinspiringanddrivechange@britopian

…tweetablemoment


isresponsiblefor… shouldunderstand…

educa7ngothersaboutsocialbusinessincludingbutnotlimitedtoseniorexecu7ves,employees,partners,andcustomers

socialmedia–intermsofbeinganecessaryimpera7veforanorganiza7ontoaddressandsuccessfullyinteractwiththesocialcustomer

facilita7ngcollabora7onacrossjobfunc7ons,teams,businessunitsandgeographies

businessbasicssuchasopera7ons,humanresources,customerssupport,finance,etc.

makingstrategicrecommenda7onsonwhattype(s)ofsocialtechnologiestodeploy

socialtechnologiessuchascollabora7onandcommunityrelatedsowwareapplica7ons

crea7ng,distribu7ngandmanagingvariousgovernancemodels(i.e.socialmediapolicies,crisiscommunica7ons,andfeedbackworkflows)

communitymanagement,marke7ngstrategy,measurementi.e.paid,earnedandownedmedia

askingformorebudgeteveryquarter thebrand,it’sproductsandservices

persuadingthec‐suitethatsocialbusinessshouldbeastrategicpriorityandcomeequippedwithcasestudiesandmodels

thebasicsofchangemanagement,culture,communica7on,collabora7onandemployeecommunica7ons/engagement

demonstra7ngbusinessvalueofasocialorganiza7onhowtoar7culatechangetoemployeesatalllevelsintheorganiza7on

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Smart Business Social Business by Michael Brito

Technology

Transcript of Smart Business Social Business by Michael Brito