ibm social business agenda template

© 2012 IBM Corporation

Social Business Agenda WorkshopTemplates

February 20, 2012

© 2012 IBM Corporation2

Building a Social Business Strategy

Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter, ISBN: 0132618311, Copyright © 2011, IBM Press

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Gain Social TrustGGGG

Engage through ExperiencesEEEE

Network Your Business ProcessesNNNN

Design for Reputation & Risk ManagementDDDD

Analyze Your DataAAAA


Agenda Strategy Workshop Approach

Social Goals & Initiatives

Culture Assessment

Digital Council

Social Goals & Initiatives

Culture Assessment

Digital Council

Audience Definition

Tipper Identification

Audience Definition

Tipper Identification

Interaction Channels

Participate vs. Spectator

Community Approach

Interaction Channels

Participate vs. Spectator

Community Approach

Prioritized Processes

Networked Initiatives

Prioritized Processes

Networked Initiatives

Types of Crises

Ratings

Response Plans

Types of Crises

Ratings

Response Plans Keyword

Inputs for Plan

Keyword Inputs for

Plan

Executive Session Breakout Sessions(Tailored based on Executive Session)

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Social Business Agenda Workshop Process

• Collect “strategy” and other business directional documentation Identify key stakeholders for the workshop

– Establish scope with primary stakeholder

– Select 2-3 key stakeholders for 45 minute prep interview

• Create initial set of Goals and Audiences based on scope

• Tailor meeting agenda based on scope

• Present SB Agenda to participants

• Conduct main workshop session with Executive Leadership team focused on:

– Business Goals

– Social Initiatives

– Socially Network Business Processes

– Culture Assessment

– Digital Counsel

– Trust Plan

– Identification of additional strategy focus areas

• Conduct breakout sessions to complete additional focus areas

• Consolidate workshop output

• Formalize next steps

– Define AGENDA gaps

– Prioritize need based on Goals

• Review findings with core team

• Deliver Executive Report


Identify Business Goals though account team, research, & stakeholders

Business Goals

Increase Organizational

Innovation

Improve Client Service

Connect with Customers,

Partner

Enable Talent Management

Grow through Acquisitions & Alliances

Engage with Client Team

Review Account Plan

Review Annual Report

• Create draft goals• Review with Client Sponsor• Use as starting point for

workshop

Internal PageAlign Organizational Goals & CultureAAAA


Review and prioritize goals during the workshop

If Goals are not already prioritized, potential questions:

Align Organizational Goals & CultureAAAA

Template

Business Goals

Business Goal 1

Business Goal 2

Business Goal 3

Business Goal 4

Business Goal 5

Priority

• Where is the largest business impact?• Does identifying expertise and enhancing interactions across audiences (customers,

partners & employees) have a greater impact on the certain goals?


Mapping of Goals to Social Capabilities

Goal Business Challenges to achieve Goal

Issues Impacted Audience(s)*

Potential Social Initiatives

Business Goal

Challenge Issue Audience Initiative

Business Goal

Challenge Issue Audience Initiative

* Input to Analytics Plan


Template


Additional initiatives are identified by socially networking core and industry business processes

Business Goals

Business Goal 1 Business Goal 2 Business Goal 3 Business Goal 4

Talent Management

Marketing

Customer Service

Sales

Product Development / Innovation

Industry Process 1

Industry Process 2

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stry

Align Organizational Goals & CultureAAAA Network Your Business ProcessesNNNN

Template


Culture Assessment

Culture QuestionsC = Current D = Desired

1 2 3 4 5

Isolated functions Cross functional cooperation

Individual competitive Team oriented

Slow adopting new skills Continuous Learning Culture

Controlling Delegating

Bureaucratic, formal channels Free communication up the organization

Guarded Communication Open Communication

Follow specific instructions Take initiative

Punish mistakes Learn from mistakes

Slow, cautious pace Fast pace

Keep to rules Ignore rules

Many organizational layers Few organizational layers

DC

DC

DC

DC

DC

DC

DC

DC

DC

DC

DC

Boundaries

Teaming

Learning

Management Style

Horizontal Comms

Open Communication

Initiative

Risk Tolerance

Pace

Rules / Process

Hierarchy

Cultural Theme


Template


GovernanceIdentify Digital Council Executive

SponsorsExecutive Sponsors

Digital CouncilDigital Council

Digital Program Office

Digital Program Office

Functional / LOB Execution

Functional / LOB Execution

Risk Management

Risk Management

Metrics & Measurement

Metrics & Measurement StandardsStandards


• Defines strategic linkage of SB

• Central governing body• Coordinates cross-organizational /

community decisions

• Ensures execution of SB Strategy• Facilitates coordination across

organization / communities

• LOB / Functional / Community representation on Program Office

• Strategy execution• Community

management• Content management

• Define & manage Social Computing Guidelines

• Manage Risk recovery plan

• Proactively establish reputation

• Define & measure SB metrics and supporting analytics

• Define & measure SB ROI

• Define core processes

• Define core architecture


Defining Digital Council

Potential Organizational Sources

Proposed Member or Owner to Identify Member

Marketing

Communications

HR

IT

Sales

LOB

Other


Template


Trust Plan: Audience Needs & Finding Tippers

* Audiences come from Goal Mapping exercise** Input to Analytics Plan

Audience*Desired Expertise**

Company Expertise & Thought Leadership

Where Currently Engage (Location)** Tippers**

Build Community (Y/N & timing)

Gain Social TrustGGGG

Template


Justin BieberTwitter Followers: 7.4 MillionReactions Generated: 294Reactions per 1K followers: 0.04

Wael GhonimTwitter Followers: 86,000+Reactions Generated: 3,291Reactions per 1K followers: 38

MASS INFLUENCER / TIPPER

@Weddady

Twitter Followers: 6,900+Reactions Generated: 1,281Reactions per 1K followers: 186

38186

0.04

Courtesy of DeepMile Corporation

Discovering Tippers Externally: DeepMile Corporation

ExampleGain Social TrustGGGG


Discovering Tippers Internally: Atlas for Connections

ExampleGain Social TrustGGGG


Trust Plan: Community Template

Name

Goals

Target Audience Demographics*

List the characteristics of the audiences that the community is targeting; Identify demographics, tippers, advocates, …

Assigned Roles - Sponsor - Leader - Council Members - Community Manager

Identify by name the individuals who are filling roles

Resources Required Identify the resources required to support the community (e.g., existing resources that are available, required support, content that needs to be developed, analytics on community, …)

Response Time

Measures of Success

* Input to Analytics Plan

TemplateGain Social TrustGGGG


Audience and Engagement

Engagement Technique* How to use to engage AudienceIntegration Across Tool (Y/N)

Audience Goals Value Messages

Category checklist


* Sample engagement techniques are listed on the following page

Template


* IBM Connections includes on premises and IBM SmartCloud for Social Business

Sample Engagement Techniques

Communities:Internal: IBM Connections* CommunitiesExternal: IBM Connections Community, LinkedIn, Facebook,

google+, bebo, plaxo

Video:Internal: IBM Connections Video WidgetExternal: IBM Connections Video Widget, youTube, viddler

Microblog:Internal: IBM Connections Profile BoardExternal: IBM Connections Profile Board, twitter, present.ly

Gaming:Internal: BunchBall; Kudos Badges (ISW)External: BunchBall, Kudos Badges (ISW)

Blogs & Wikis:Internal: IBM ConnectionsExternal: IBM Connections, tumblr, Wordpress, Blogger,

Twiki, wikipedia

Mobile:Internal: IBM ConnectionsExternal: IBM Connections, IBM Customer Experience Suite

Location:Internal: IBM ConnectionsExternal: Foursquare, Gowalla

Website:Internal: IBM Portal, IBM Web Content ManagementExternal: IBM Customer Experience Suite


Sample


Content Plan

Engagement Technique Content / AssetsAction Plan (good as is?, update/modify?, develop?)


Template


Potential Crisis Identification

Potential Crises


Template


Crisis Response PlanningListening

Monitoring Phrases

Brand Army (Identify)

Employees

Management

Senior Execs

Advocates

Friends

Role of Core Team

Social Business Reputation & Risk Mgr

Digital Council

Executive Team

Brand Advocates

Legal

Alert System (Classify Responses)

Alert Classifications 1-5; Red, Yellow, Green

Response time per classification

Align Issues to Categories Basic Customer Complaints; Humorous “Negative” Videos, Brandjacking; Quality Issues; Exposed Trade Secrets; Criminal Activity; Individual Treats; Extended Negative Social Trending, Quality Issues; Activist Protests; Criminal Activity

Contact Activation Strategy

Community Managers

Marketing

Media Relations

Communications

Training


Template


Analytics

Comprehensive Analysis

Competitors

Products / Services

AnalysisBroad view of opinions on company, brand, products, competitors, …

Evolving TopicsWeighted summary of discussion to determine snippets with shared

terms to show current and predictive trends in related topics

Topicse.g., customer service, branch experience, …

Audiences

Hotwords

Questionse.g., What are the broad themes related to products? What are the broad topics effecting employees?

Analyze Your DataAAAA

Template

AffinityIntersection of areas of analysis gauge

impact of specific actions

Questions

e.g., What is the impact of the new benefits programs for associates in Asia Pacific? How did the new fee structure impact our retail banking customers?

SentimentComplete comparative analysis by evaluating positive, negative,

neutral or ambivalent sentiment on snippets

Questions

e.g., What is the effectiveness of the new marketing campaigns? Which is the relationship of positive morale and sales location performance?


* IBM Connections includes on premises and IBM SmartCloud for Social Business

Sample Engagement Techniques (detailed)Communities:Internal: IBM Connections* CommunitiesExternal: IBM Connections Community, LinkedIn, Facebook, google+, bebo, plaxo

File Sharing:Internal: IBM Connections FilesExternal: IBM Connections Files, slideshare, Wordie, Empressr

Microblog:Internal: IBM Connections Profile BoardExternal: IBM Connections Profile Board, twitter, present.ly

Bookmarks:Internal: IBM Connections BookmarksExternal: IBM Connections Bookmarks, diigo, StumbleUpon, delicious

Blogs:Internal: IBM Connections BlogExternal: IBM Connections Blog, tumblr, Wordpress, TypePad, Blogger

Location:Internal: IBM ConnectionsExternal: Foursquare, Gowalla

Wiki:Internal: IBM Connections WikiExternal: IBM Connections Wiki, Twiki, wikia, wikipedia, pbwiki

e-meeting:Internal: IBM Sametime MeetingsExternal: IBM Sametime Meetings,Skype, Fuze, Openmeetings, GoToMeeting

Gaming:Internal: BunchBall; Kudos Badges (ISW)External: BunchBall, Kudos Badges (ISW)

Instant Messaging:Internal: IBM SametimeExternal: IBM Sametime, Google Chat, Facebook Chat, AIM

Mobile:Internal: IBM ConnectionsExternal: IBM Connections, IBM Customer Experience Suite

Website:Internal: IBM Portal, IBM Web Content ManagementExternal: IBM Customer Experience Suite

Video:Internal: IBM Connections Video WidgetExternal: IBM Connections Video Widget, youTube, viddler

Project Management:Internal: IBM Connections ActivitiesExternal: IBM Connections Activities

Forum:Internal: IBM Connections ForumsExternal: IBM Connections Forums, gaia, grouply, lefora, 4chan


Sample

ibm social business agenda template

Technology

ibm connections

ibm connections

ibm smartcloud

ibm connectionsexternal

ibm connectionsinternal

ibm portal

1k followers

kudos badges