the social facade - integrating social media into internal processes and culture - richard hughes...

The Social FaçadeIntegrating Social Media into

Internal Processes and Culture

Richard HughesDirector of Social Strategy

rhughes@broadvision.com@_richardhughes

www.broadvision.comenterprisinglysocial.com

Is your social media strategy disguising the

type of organization you really are?

Happy on the outside…

…crying on the inside

Stuck with the same old anti-social working practices

What is Social CRM?

“Social CRM is a philosophy and a business strategy, supported by a

technology platform, business rules, processes and social characteristics,

designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a

trusted and transparent business environment.”

It is the company's programmatic response to the customer's control of

the conversation.”

Paul Greenberg

“It's one thing to read about your company, but when a customer can associate it with an actual person,

it creates a deeper, more meaningful connection to the

brand”Tony Hsieh

Poll

Are the social business projects in your organisation

External-facing

Internal-facing

Separate external

and internal

Integrated external

and internal

Three main types of social network

Public social network

Social extranet (customer community)

Social intranet

Three main types of social network

Public social network

Social extranet

Social intranet

• Great place for making contact

• Not so great for productive conversations

Three main types of social network

Public social network

Social extranet

Social intranet

• A better place for deeper engagement with customers

• Easier for customers to help each other

Three main types of social network

Public social network

Social extranet

Social intranet

• Connects employees to each other

• Enables better knowledge sharing throughout the organisation

Channel mismatch

Integrated social business strategy

Public social network

Social extranet

Social intranet

Engage in the right place

Public social network

Engage in the right place

Social extranet

Product support community

Peer-to-peer support

Issue resolution

CRM integration

B2B post-sale account management

Engage in the right place

Social intranet

Knowledge sharing

Project Collaboration

Social media integration

Customer service

Customer service escalations

Issue resolution

CRM integration

CRM Finance HR etc

Platform of engagementA social backbone for your organization, connecting users

to each other and the systems of record

Enterprise Social Networking Benefits

Employees

• Increase speed of access to knowledge

• Reduce communication costs

• Decrease travel costs

• Increase employee satisfaction

Customers

• Increase effectiveness of marketing

• Increase customer satisfaction

• Reduce marketing costs

• Reduce time to market

Partners

• Increase speed of access to knowledge

• Reduce communications costs

• Increase partner satisfaction

• Reduce supply chain costs

Source: McKinsey surveys, 2010-2011

“Too often, companies implement social software without clear business objectives

or a strategy for making an impact on organizational performance. These efforts typically fail.”

Deloitte Center for the Edge, March 2011

When ESNs are first deployed, they are usually greeted with a strong level of interest. But the lack of commonality and connections between

far-flung participants sometimes resulted in less and less participation.

We also found that the reality of everyday work pushed ESN use to the side, causing people to pull away from their ESN activities and return back to their original work and communication patterns.

Charlene LiMaking the Business Case for Enterprise Social Networking, Feb 2012

EnterpriseSocial

Network

“Reality Of Everyday Work”

Where Real Work Gets Done

5 tips for successful implementation

Choose specific business processes to implement

Gain senior management approval

Align with external-facing social strategy

Measure success throughout the project

Recognise that cultural change will be the biggest challenge

Integrated social business strategyPublic social network

Connect with customersResolve simple issues

Social extranetDeeper, more focused

engagement

Social intranetShare knowledgeRespond better

Questions?