Social Media Toolset | Social Media Masters Business Seminar
The Social Business | Social Media Masters Business Seminar
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Abbas Alidina @AbbasAlidina AbbasAlidina.com Session 4: The Social Business Social Media Masters Business Seminar
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Abbas Alidina presented The Social Business | Social Media Masters Business Seminar #SMMF2012 #Bahrain
Transcript of The Social Business | Social Media Masters Business Seminar
Abbas Alidina @AbbasAlidina AbbasAlidina.com
Session 4: The Social Business
Social Media Masters Business Seminar
The Poor Marketer
Marketing Customer Service
Technical Support
Human Resources
To Succeed in Social Media,
Internal Communica7on is Just
as Important as
External Communica7on…
Introducing The Social Business
About Us The Social Business
“Social Business” is not as popular as “Social Media” but it is just as important.
Social Business
Social Media
Internal Social Media
External Social Media
Employees
Social Business
About Us The Social Business
What is it?
A Social Business is an organization that communicates effectively both externally with customers as well as internally across departments.
The organization engages with customers to understand their needs and uses these insights to improve their internal business processes to ultimately offer their customers a better experience.
The Social Business
The 3 Pillars of a Social Organiza7on
People Process Technology
Policies
Governance
OrganizaDonal Roles
Listening & Monitoring
Engagement
Measurement
Crisis CommunicaDons
Knowledge Sharing/CollaboraDon
Training
Licenses
Templates
Approved Vendors & Tools
Social CRM
CollaboraDon Tools
Start with People and your
Company Culture
About Us Company Culture
Building a Business Case for Social Media in your organizaDon.
Social Organiza7onal Models
Centralized Decentralized Coordinated
ConDnuum of OrganizaDonal Models
About Us
Decentralized
- Organic growth - Authentic - Experimental - Not coordinated - E.g. Toyota
Social Organiza7on Models
About Us
Centralized
- One department controls all efforts - Consistent - May not be as authentic - Regulated - E.g. Ford
Social Organiza7onal Models
About Us
Coordinated
- One hub sets rules and procedures - Business units undertake own efforts - Spreads widely around the organization - Takes time - e.g. Dell, Gatorade
Social Business Organiza7on Models
About Us Social Media Policy
Some Dps for an effecDve Social Media policy.
Tips • Keep it Simple • Educate employees • Extend the conversation (LnL’s) • Make it fun
Examples: http://socialmediagovernance.com
(e.g. Coca Cola, Ford, American Red Cross)
Social Media Policy
Ibrahim Elbadawi
@iBadawi
About Us Social Media Policy
A social media policy can be a company's first line of defense to miDgate risk for both employer and employee.
Victoria Department of Justice
Salesforce.com
About Us Exercise: Social Media Policy
Identify 5 sample policies to include in your companies Social Media policy.
1.
2.
3.
4.
5.
The 3 Pillars of a Social Organiza7on
People Process Technology
Policies
Governance
OrganizaDonal Roles
Listening & Monitoring
Engagement
Measurement
Crisis CommunicaDons
Knowledge Sharing/CollaboraDon
Training
Licenses
Templates
Approved Vendors & Tools
Social CRM
CollaboraDon Tools
About Us Listening & Monitoring Processes
0
100
200
300
400
500
600
RESPONSE RATE OVER TIME: MINUTES
Avg Time Per Response Minutes per Response (Goal)
About Us Engagement Workflows
Develop use cases to standardize processes for social media acDviDes.
About Us Crisis Management Workflows
Develop use cases to capture the potenDal workflow for any possible situaDon.
About Us Measurement Processes
0
5,000
10,000
15,000
20,000
25,000
0
1
2
3
4
5
6
7
8
9
10
Likes + Co
mmen
ts + Shares
# of Posts by Type
POST TYPE MIX OVER TIME
Mul7media Status Link Other Total Engagement
About Us Social Media Training & Learning Program
The Social Media learning program must contain 5 different levels of training.
1. Executive training 2. Core Team (CoE Hub) 3. Business Units (Stakeholders) 4. Associates, Colleagues, Employees 5. Partners, Resellers, Franchise Owners
The 3 Pillars of a Social Organiza7on
People Process Technology
Policies
Governance
OrganizaDonal Roles
Listening & Monitoring
Engagement
Measurement
Crisis CommunicaDons
Knowledge Sharing/CollaboraDon
Training
Licenses
Templates
Approved Vendors & Tools
Social CRM
CollaboraDon Tools
Case Study: Gatorade and Dell
Gatorade Mission Control
Dell Social Media Listening Command Center
Social Brand vs. Social Business
A Social Business is Con7nuously Evolving
Listen
Engage
Measure
Transform
Ques7ons?
Abbas Alidina @AbbasAlidina AbbasAlidina.com
Social Media Masters Business Seminar
