The Trials and Tribulations of the Social Business
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The Trials and Tribulations of the Social Business @brandjoe
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The social business can be a major undertaking of any organisation especially when it comes to truly seeing the types of business transformation the the board expect. In the presentation Joe takes you through some of the pitfalls and successes some business have seen and how best to create a social business, with realistic objectives and structure for change.
Transcript of The Trials and Tribulations of the Social Business
The Trials and Tribulations of the Social Business
@brandjoe
Social Media Framework
Listening
Relationships
Innovation &
Optimisation
Paid MediaThe Social Business
Content
Content
Metrics
Metrics
What is a social business?
Website
Home
Frontier
Outpost Facebook
Blog
Slideshare
Frontline
Why social business
Why social business
Productivity
Visible experts
Innovation (identify expertise)
Removing the Silo’s
Why it fails
Managers go into social business with unclear objectives.
Initiatives start as pilots then fizzle out due to modest participation.
Companies expect social initiatives, even pilots, to deliver a financial return on investment.
When it succeeds
21% Jump in profits in the fourth quarter
Creating a Social Business
Culture
Organisational Structure
Training | Technology
Culture
Culture Changes
It must be embraced from the top, but it may start at the bottom
The crucial piece is you’ve got to be willing to embrace the flat
organization paradigm. If you are willing to embrace that, it’s a really
powerful tool
Emotive Issues
Fear of loss of control
Overwhelming Options
Not the right fit
What employees think
We’re all busy
No time to do more
Status phobia
What if someone disagrees
I hate my job
Motivating employees
Social Influencers & Champions
Social Newbie
Social Adopters
Building Community
Pre Community
or Chaos Phase
Emergence Phase
Vision Phase
Actualisation Phase
Internal or External Change
Limited sharing of resources
Little recognition or value
Gathering of people but ineffective co-operation
Planning for the day to day
Creating a vision and purpose
Following through with vision
Identifies community values
Reviews and Reflection
Integration
Innovation
Learning
Values
Carrot & Stick
Social mediaForget this bit
Policy v Guidelines
Structure
Most companies organise hub and spoke
Source: Altimeter
ebay
Adobe
Technology
Finding what’s right for you
Identifying capabilities
Technologies
We SlackSharing and conversation
We SlackBut social and fun too
CoE & Training
Building your CoE
Find your content stars and
those already engaged personally
Ask them to come and
help (part of your audit)
Create a workshop and invite them
alongIncentives
Create a unified Comms
point
Offline regular
gettogethers
Let the whole
business know
Invite the wider
audience
More contentMore Social activity
Create mentors
Suggested Training Programs
Bite size content
More in-depth pieces focusing on Job function
Format/Delivery
To Kick StartBusinesses like us in social
[The business] in social
chatter
What you can learn
How social has helped a
previous product launch
Finding and solving problems
Networking
Reach
Personal branding
Sentiment
Social followers are more
likely to…
It’s working for IBM
Incentivising staff
Gaming and rewardDisplay staffs social influence
Staff are incentivised to improve influence
Prizes for most improved
Point scoring for taking part in training
#turningheadswww.moi-global.com
@MOIglobal
@brandjoe
Joe Edwards
Digital & Social Director
MOI Global
