social business
DESCRIPTION
Social Business - Presentation done to some of my client teams helping them to understand the social impact and getting their business prepared for the journey.TRANSCRIPT
Kapil Bhatia Kapilb@
SOCIAL BUSINESS
This is not just another session.It’s an invitation to change.
STOP
THE WORLD HAS CHANGED
THE NEW CONSUMER
ERA
THE NEW MEDIA ERA
THE NEW ERA OF
TECHNOLOGYCONNECTED
NETWORKED
EMPOWERED
MARKETING IS CHANGING
FROMBROADCAST
SCHEDULED
MANAGEABLE PACE
STRUCTURED
ONE TO MANY
ONE VOICE
CONVERSATIONS
ALWAYS-ON
HYPER SPEED
OPEN
MANY TO MANY
MULITPLE VOICES
TO
FROM USP TO USC
STORYABILITY CO-CREATION
SOCIAL CURRENCY
CONVERSATION
BUT YOUR BUSINESS HASN’T
MARKETING PUBLIcrelations SALES CUSTOMER
SERVICEPRODUCT
DEVELOPMENT
“To stand out in a commoditized market, companies mustunderstand what customers truly value. The only way to do that is
to break down the traditional, often entrenched, silos and uniteresourses to focus directly on customer needs.”
~ Ranjay Gulat, Havard Business Review
BRANDS MUST BECOME SOCIAL, CONNECTED & AGILE
Marketing department has set up a Facebook page.
Human resources department is thinking about using social media as a recruiting tool.
Sales department isn’t quite sure how social media can deliver qualified sales leads.
Employees are tweeting away about what they’re doing all day at work.
IT department is worried about the threat of viruses and mal-ware.
Customer Service department is overwhelmed by the amount of content out there that needs monitoring.
Challenge: Closed Business Culture
closed Collaborative connected
Silos, rigidity & information hoarding vs collaboration
Freely sharing information and knowledge internally while
acting more social externally
Connecting internal and external ecosystems / communities for
mutual gain
“A new organizational structure is required to accommodate and benefit from the cul-ture of sharing that social media has fueled over the last four years. The information
flow we all experience daily can no longer be organized into neat org-chart silos.”
~ Charlene Li, Author of Open Leadership
Lack of coordination & integration�= CHAOS
“To suceed with empowered customers, you must empower your employees to solve customer problems”
~ Josh Bernoff, Forrester Analyst & Author of Empowered
SOCIAL BUSINESS is the transformation of an organization bridging the external with the internal, resulting in a more connected way of doing business which creates shared value for all stakeholders.
Extend social media beyond marketing
social media USE DEPARTMENTAdvertising / Promotions
Public RelationsCustomer ServiceMarket Research
Sales / CommerceProduct Development
Internal CommunicationsRecruiting
MarketingSalesFinanceCommunicationsHuman ResourcesInformation TechnologyOperationsProduct Development
NOT JUST A MARKETINGFUNCTION.Social media impacts theentire organization. Embrace social media internally and externally and watch your organization grow from the inside out and outside in.
Social Business is the Connector
SOCIALBUSINESS
SALES
CUSTOMERSERVICE
Publicrelations
marketingSupplychain
humanresource
productdevelopment
beyond business silosSocial Business Planning looks at multiple operations across the organization and identifies opportunities for the integration of doing business in a more social way.
A social business is a connected business.
SOCIAL MEDIA IS EVOLVING TO SOCIAL BUSINESSBUILDING BRAND REPUTATION AND VALUE
DEMONSTRATING OPENNESS AND RESPONSIVENESS DELIVERING MORE RELEVANT CONTENTDRIVING THIRD-PARTY ADVOCACY
CREATINGCUSTOMERVALUE
INCREASINGOPERATINGEXCELLENCE
STRENGTHENINGWORKFORCE ANDCULTURE
ACTIVATING LOYALISTSIMPROVING MARKETING EFFECTIVENESSGETTING CUSTOMERS TO BUY
SHORTENING TIME TO MARKETREDUCING COST IN DEVELOPMENTTESTING IDEAS EARLIER
ENABLING EMPLOYEES TO ADVOCATETRAINING THE WORKFORCEIMPROVING EMPLOYEE PERFOMANCE
CONTINUOUS EVOLUTION
assesment Strategy organization engagement evaluation
Develop an approach to undertake your social business endeavor. Decide where to start, what the finish line looks like and what the organization is willing to commit to get from point A to point B.
Define a social busi-ness strategy that out-lines core objectives, roadmap, measure-ment, process and technology integration. Identify, evaluate and prioritize stakeholder needs and wants into an overall stakeholder engagement plan.
Align the organization to fully harness the power of social permeating the internal and external enterprise.
Enact the social media strategy and engage each major stakeholder group through social media.
Take a continuous “measure and respond” approach around social media investments, optimizing the execution model based on continuous stakeholder feedback.
Becoming a social business is NOT A CAMPAIGN; it is a CONTINUOUS EVOLUTION
Why become a social business
Clearly Established Vision & Governance
Strengthened Brand Reputation
Improved Customer Satisfaction
More Effective Knowledge Sharing
Deeper Employee Loyalty
