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The Social FaçadeIntegrating Social Media into
Internal Processes and Culture
Richard HughesDirector of Social Strategy
[email protected]@_richardhughes
www.broadvision.comenterprisinglysocial.com
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Is your social media strategy disguising the
type of organization you really are?
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Happy on the outside…
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…crying on the inside
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Stuck with the same old anti-social working practices
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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
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“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
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Poll
Are the social business projects in your organisation
External-facing
Internal-facing
Separate external
and internal
Integrated external
and internal
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Three main types of social network
Public social network
Social extranet (customer community)
Social intranet
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Three main types of social network
Public social network
Social extranet
Social intranet
• Great place for making contact
• Not so great for productive conversations
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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
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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
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Channel mismatch
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Integrated social business strategy
Public social network
Social extranet
Social intranet
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Engage in the right place
Public social network
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Engage in the right place
Social extranet
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Product support community
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Peer-to-peer support
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Issue resolution
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CRM integration
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B2B post-sale account management
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Engage in the right place
Social intranet
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Knowledge sharing
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Project Collaboration
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Social media integration
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Customer service
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Customer service escalations
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Issue resolution
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CRM integration
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CRM Finance HR etc
Platform of engagementA social backbone for your organization, connecting users
to each other and the systems of record
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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
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“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
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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
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EnterpriseSocial
Network
“Reality Of Everyday Work”
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Where Real Work Gets Done
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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
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Integrated social business strategyPublic social network
Connect with customersResolve simple issues
Social extranetDeeper, more focused
engagement
Social intranetShare knowledgeRespond better
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Questions?