principles of a social business intro 7dee
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Deck from the IBM/IETRANSCRIPT
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What is a Social Business?From antisocial to social: A primer.
@thebrandbuilder
www.smroi.net
Olivier A. Blanchard
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I get social media butI don’t really get social business.
What is it exactly?
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First, let’s talk about what social business isn’t.
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Having a social media presence isn’t social business.
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Your digital content doesn’t make you a social business.
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Chasing followers doesn’t make you a social business.
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Core Principles of Social Business
Core Principles of Social Business
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1. “Social” is and has always beena core business philosophy.
It is not an add-on.It is not a “let’s hire a blogger” thing.It is not something that lives on Facebook.It is not a fad.
It must be at the heart of the company’svery purpose and identity.
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2. “Social” must be a mindsetbefore it can become an operational model.
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3. A CEO who doesn’t care about creatinga social company will not accidentally create one.
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4. “Social” is something you are, not something you do.
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Warning: Acting social without being social is doomed to fail.
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Lesson: Transforming a business into a social business is not an exercise in social media adoption.
It is an exercise in change management.
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Social media “experts”are not enough to help youbuild a social business.
Hire change managementexperts as well.
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The 6 stages of social business evolution
1. No presence in social channels.
2. Basic presence in social channels.
3. Some activity in social channels.
4. Visible investment in social activity.- Example: Old Spice, Coca Cola, CNN.
5. Integrated social communications.- Example: Ford, IBM, Best Buy, CDC
6. Social business.- Example: Zappos, Sporting KC, Starbucks
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So what does a social business model even look like?
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Step 1: Creating a social layer across all functions.
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Step 2: Creating a social culture from within.
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Passion wins: Hire, promote (and replace) accordingly.
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Competence matters: Training is not an afterthought.
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Your COO will become an expert in real-time collaboration.
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Your CEO will set expectations for the entire organization.
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Clarify timelines, objectives and targets across the organization.
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Don’t worry about selling. Just be human, interested and helpful.
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Step 3: Building your new operational structure.
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Marketing PRCustomerService
BusinessDevelopmentHR
CommunityManagerBlogger
Guy
The current state of Social Media Integration:
Buzzwords over Objectives:
“Engagement?” “Conversations?”
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Marketing PRCustomerService
BusinessDevelopmentHR
CommunityManagerBlogger
Guy
Social media in a Social Business ecosystem:
Objectives over buzzwords
Online Reputation Management
Real-Time Customer Support
Digital Crisis Management
Market ResearchFRY
Digital Brand Management Online Reputation Management
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Adolescent social business model
VP Social Communications Developed the Social Communications InfrastructureOversees SM activityCoordinates SM activityProvides leadership + Support
Customer Support
PR + Reputation Mgmt
Marketing
Measurement
Community Management
MonitoringSupportTriage
Data AnalysisReporting
MonitoringResponding to crisesContent, events, promos
MonitoringResponding to inquiriesContentTriage
ResearchContent DevelopmentPromotions
InternalCollaboration
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Mature social business model
All executivesConnected to customersComfortable with social communicationsProvides leadership + Support
Customer SupportPR + Reputation Mgmt
Marketing
Measurement
Community Management
MonitoringSupportTriage
Data AnalysisReporting
MonitoringResponding to crisesContent, events, promos
MonitoringResponding to inquiriesContentTriage
ResearchContent DevelopmentPromotions
InternalCollaboration
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Step 4: Understanding how to leverage channel dynamics.
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Give your community the means to spread the love.
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Include content into your strategy but don’t make it the strategy.
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Everyone is connected and customer-facing.
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Ask away.Olivier Blanchard
864.630.7398www.thebrandbuildermarketing.com
@thebrandbuilder (on Twitter)
FIND OUT MORE AT SMROI.NET