social business planning for thomson reuters

FROM SOCIAL BRAND TO SOCIAL BUSINESS

MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNINGEDELMAN DIGITAL | @BRITOPIAN ON TWITTER

THE EVOLUTION OF SOCIAL BUSINESS

SOCIAL CUSTOMER

• Technology Innovation gives customers a voice

• They are Influential• Amplified voice across the

social web • Google indexing critical

conversations about companies• Social Customers are trusted

amongst their peers as influence grows

SOCIAL BRAND

SOCIAL BUSINESS

• Companies and brands join Twitter, Facebook and create corporate blogs

• Engage with the social customer in various channels

• Social Media teams are forming slowly

• Small budgets are allocated on a project basis to social media engagement and community building

• Organizations begin humanizing business operations

• Organizational models are formed to include social media

• Organizational silos are torn down between internal teams

• Governance models and social media policies are created

• Social becomes an essential attribute of organizational culture

1995 to present

2003 to present

2008 to presentTHE EVOLUTION OF SOCIAL BUSINESS

@BRITOPIAN ON TWITTER

HOW DOES THE SOCIAL CUSTOMER BEHAVE?

• The customer journey is dynamic; and always changes• Brands need to have multiple

customer touch points to break through the clutter• Customers need to hear things

3 – 5 times before the actually believe


THE SOCIAL CUSTOMER AND BRAND EXPERIENCE

Brand Discovery:Google Search, Word of Mouth

Brand Participation:Fanning, following, liking

Brand Sharing:Easy, habitual, publishing

Brand Advocacy:Creating content, sharing, defending

The Advocate (e.g. encourage friends to

purchase)

The Opinion Sharer(e.g. post review)

The Participant(e.g. participate in a brand

experience)

The Informed(e.g. research products online)


THE NEW PURCHASE FUNNEL

• A brand should build relationships with the social customer on order to drive advocacy

• Advocates talk about the brand, even when the brand isn’t listening

• Advocates are trusted among their peers and within their micro communities

• Advocates are aiding and influencing others down the purchase funnel

• The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact


2011 GLOBAL SNAPHOT OF THE SOCIAL CUSTOMER

EUROPE (EMEA)31% comment on blogs27% comment in forums20% uploaded a video online39% uploaded a photo online63% watch a video online13% actively blog

LATIN AMERICA49% comment on blogs35% comment in forums41% uploaded a video online56% uploaded a photo online74% watch a video online27% actively blog

ASIA PACIFIC42% comment on blogs43% comment in forums29% uploaded a video online50% uploaded a photo online65% watch a video online37% actively blog


DEFINING A SOCIAL BRAND

“A social brand is any company, product, individual, politician that uses social technologies in order to communicate with the social customer, their partners and constituencies or the general public.


ORGANIZATIONS FOCUSING ON INTERNAL CHANGE

• The social brand has caused chaos and organizational anarchy in many companies today

• Employees are running wild on the intrawebs with little to no guidance, direction or governance

• Different geographies and business units are creating social communities externally and not sharing or communicating internally


USHERING IN SOCIAL BUSINESS

• A social business is built upon three pillars – people, process and technology

• Change management and culture change is essential in order for genuine social business transformation to occur

• Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first


SOCIAL BUSINESS DEFINED

“A social business is any company that has integrated and operationalized social media within every job function (and process) internally.


UNDERSTANDING THE DIFFERENCE

SOCIAL BRAND SOCIAL BUSINESS

External Communications Operations & Change Management (internal)

Usually owned and driven by marketing or corporate communications

Business leaders, employees in every job function across the organization and in every geography

Engagement with the social customer and within the external community like blogs, Twitter and Facebook

Engagement with internal teams and channel partners at every level within the organization

Measurement: clicks, impressions, engagement, likes, comments, web traffic, etc.

Measurement: employee participation, # of employees trained, process efficiencies, etc.

Budget allocated to support external facing objectives like agency support, Facebook applications, social ads

Budget allocated towards “consultative” agencies, internal social technologies, training and change management initiatives

Little to no internal collaboration to be somewhat effective Collaboration is imperative to the success of social business transformation

Difficulty level is easy Difficulty level is hard, very hard


COMMON ORGANIZATIONAL MODELS - CENTRALIZED

• In a centralized organizational model, the “social media” job function is usually owned by corporate communications

• Little to no collaboration between corp com and other marketing organizations and business units

• Organizational Silos dominate

• No social media policies that empower employees to engage externally


COMMON ORGANIZATIONAL MODELS - DECENTRALIZED

• In a decentralized organizational model, the “social media” job function is scattered – everyone is doing it

• Many decentralized organizations are a natural result of silos

• Little to no collaboration or best practice sharing is happening

• Loose social media policies exist but rarely enforced

• Confusion about roles and responsibilities and conflict about “who owns” social media


FULLY COLLABORATIVE SOCIAL BUSINESS MODEL

• A governing body, usually a “Center of Excellence” exists that is responsible for governance and strategic insights

• Responsible for sharing best practices and technology recommendations with regions and other business units

• Geographies and business units will execute external social media programs


FROM CHAOS TO GOVERNANCE

GOVERNANCE DOCUMENT BEHAVIORS/DETAILS

Social Media Policy (Legal Document)

• Full disclosure within social media channels• What can and cannot be shared online i.e. anything confidential, financial or operational

results, forecasts, or personal information about others• Do not post anything that is defamatory, harassing, an invasion of privacy or in violation of

any applicable law or enterprise policy, including the Company’s Code of Business Conduct and Ethics

• Employees are accountable for their actions. They are personally responsible for what they share.

Social Media Guidelines • Guidelines include “rules of engagement” and “how to act”• Be professional, courteous, respectful to others, transparent• Only write/blog/tweet about what you know

Moderation Guidelines • Usually addresses the organization’s moderation policy for communities and Facebook• Post moderation – content is approved immediately and checked later• Pre moderation – content has to get approved before going live


FROM CHAOS TO GOVERNANCE

GOVERNANCE DOCUMENT BEHAVIORS/DETAILS

Global or Business Unit Expansion into Social

• A process for geographies or business units that want to create an external presence on Twitter, Facebook or other social network

• Usually a “center of excellence” or social media committee will have to approve and require the region or business unit to present a plan of action that addresses the following:

What is the content strategy? Is there a community manager ready to engage? What is the moderation and/or escalation policy?

New Social Media Practitioner • Usually addresses a process for new employees that want to engage and talk about the brand within their own social networks

Training • A training program that outlines very specific curriculum and what the organizational expectations are once an employee becomes a social media practitioner


CREATE A PARTICIPATORY LEARNING ORGANIZATION

WHITE BELTAwareness & Engagement

BLUE BELTFluency & Participation

BLACK BELTExpertise & Ownership

Training Curriculum

• Basics of Social Media • Overview of owned media channels to

include enterprise communities, blogs, Facebook and Twitter accounts

• Policies & Guidelines

Organizational Expectations

• Research & monitoring• Listening to owned media channels• Escalate conversations to others

Training Curriculum

• Basics of Community Engagement• Listening & Monitoring Tools and Apps• Intended Uses of Social Media• Engagement Model & Escalation

Process• Metrics Overview


• Frequent tweeting and retweeting; responding to comments on/off of enterprise owned media channels

• Responding to customer support issues and escalating to appropriate channels

• Basic community management

• Advanced tactics of Community Engagement and Management

• Leveraging search to create social content for blogs

• Metrics deep dive – understanding metrics and making data driven decisions

• Advanced training on social tools and technologies like Radian6, Meltwater Buzz, Sprinklr, Shoutlet, CoTweet, and other publishing/listening platforms

• Train the trainer

Training Curriculum

• Frequent blogging, tweeting and responding to comments on/off of enterprise owned media channels

• Solving customer support issues on and off enterprise owned media channels

• Mentoring and training white and blue belts; team brown bags

• Speaking at conferences• Participate in and attend bi-weekly social

media integrations forums


From participation to complete ownership

ACTIVATING EMPLOYEES TO ENGAGE

Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies

Advanced

Video Record, upload video: live streaming, Hangouts Vimeo, YouTube, Twitvid, Qik, Livestream, Ustream, Google+

Photos Upload and Tag images Instagram, Picplz, Hipstamatic, Flickr, Picassa

Blogs Write and publish blog content Wordpress, Tumblr, Posterous, Microsoft blogs

Content Creators


Intermediate

Micro Blogging

Share product related news, announcements within micro blogging platforms Twitter, Friendfeed

Social Networks

Engage in two way dialogue about products, events and company news Facebook, Orkut, Quora, Google+

3rd Party Blogs Respond to comments in 3rd party blogs NA

Conversationalist


Basic

Email Send product related emails to friends, family members and colleagues NA

Social Networks

Follow @brand and corresponding product Twitter handles , “Like” Brand Products on Facebook – RT, Like, Share posts

Facebook, Orkut, Quora, Google+

Participant


ESTABLISHING A CONTENT LIBRARY


• Establish a content library that serves as a repository of product related content; filtered and categorized by date and products

•Optimized to make sharing very easy and convenient

• The Library can live on Intranet and linked off from the home page of the site

• Internal “share” links can be tagged to measure clicks and get a snap shot of employee sharing behavior

ESTABLISHING A MEASUREMENT FRAMEWORK

Financial Impact Metrics

ROI These metrics measure the amount of money invested on a program or initiative and the amount of money received from that same program.

Paid, Earned, Owned Media Value Paid, earned, and owned media value is defined as the monetary value of impressions delivered from different marketing channels and assigning an equivalent cost per thousand impressions (CPM) that a company is willing to pay (or has paid) for those impressions.

Purchase Funnel Metrics Specific metrics can be defined at each phase of the purchase funnel – Awareness, Consideration, Preference, Purchase, Advocacy. One example is:• Awareness = Total ads served or impressions• Consideration = Total clicks on ad• Preference = Number of users who engaged with branded content, commented on a

blog, etc.• Purchase = Number of users who purchased • Advocacy = Number of users who joined a community


ESTABLISHING A MEASUREMENT FRAMEWORK

Non-Financial Impact Metrics

Community Health - Growth • Community membership & MTM growth• Content views and downloads• Content or channel RSS subscriptions• Unique visitors and page views

Community Health - Membership • Customer retention• Customer satisfaction scores (CSAT)• Customer loyalty scores• Overall sentiment within the community

Community Health – Engagement • Likes, shares, and comments• Twitter @replies and @mentions, Lists• YouTube comments and embeds• Blog comments

Share of Voice & Sentiment Share of voice is a company or product’s conversational weightexpressed as a percentage of a defined total market.

Sentiment is the context of the conversations. It’s usually categorized as positive, negative, or neutral.


ESTABLISHING A CONTENT MARKETING PLAN

CONTENT STATEGY FRAMEWORKPl

an

Bi-Weekly and Daily Content Calendars6 Month Thematic Content CalendarsDaily “Tips” And Product News Based On Real Time Listening and Feedback From The Community

Crea

te Relevant contentCompany News & Events3rd Party Article & Blog Post MentionsContests, Quotes, Surveys & Other Content That Spurs Engagement

Enga

ge

Inform and educate the community@reply influencersAsk questionsRespond to questions, comments and concernsConnect community members with each other via @replies

Mea

sure Month to Month

Growth Community MembershipMonth to Month Growth In EngagementExternal Benchmark Metrics – Share Of Voice/Engagement

External ListeningExisting Social Media Engagement | News Articles | Online Monitoring | Search

Internal Listening Corporate Communications | Internal Communications | Product Organizations | Customer Support


Spend time listening to the

conversation and determine if you

can add value

“ “

LISTEINING IS IMPERITIVE

CONVERSATIONAL AUDIT

Media Mentions

Forums 1,300,000

Blogs 379,778

Twitter 338,828

News 180,054

Blogs17%

Forums59%

News8%

Twitter15%

…this tells you “where” the conversation is happening about the brand


TOPICAL CONVERSATIONAL AUDIT

Media Mentions

Forums 4,693

Blogs 1,327

Twitter 746

News 622

Blogs18%

Forums64%

News8%

Twitter10%

Overall ‘phone service’ Conversation

Blogs25%

Forums40%

News34%

Twitter1%

‘phone service’ & brand Conversation

Media Mentions % Share of Overall

Forums 372 8%

Blogs 233 18%

Twitter 13 2%

News 318 51%

… this tells you how relevant your brand is within certain online conversations


RELEVANT AND CONSISTENT CONTENT


It’s one thing to solve individual customer

issues. It’s another to fix the ROOT CAUSE of

the problem!

SOLVING CUSTOMER PROBLEMS

REAL TIME ANALYTICS

Knowing what content is being share/liked/RT’d the most should help

drive the content strategy


DON’T FORGET ABOUT GOOGLE

Understanding search behavior will help create

editorial content


KNOWING “WHEN” TO POST CONTENT


OPTIMIZING THE HUB & SPOKES

• The content hub is the website, blog, content aggregator

• Content should be optimized for search w/terms that are relevant to your business

• Should be convenient for users to consume content within the channels that they are comfortable with

• Facebook status updates that promote blog content

• Other content shared NEEDS to add value to the conversation and community

The Hub

• Occasional tweets on promoting blog content

• Cross promoting other social channels, when relevant

• Needs to be unique; not the same on FB

• Optimize Youtube channel and new videos to link back hub/blog

• Videos can be shared on Facebook, YouTube or through editorial

• Optimize Google+ page with relevant links and content back to other channels

• Should not duplicate content• Add Google+ icons to hub


WHY DOES ALL THIS MATTER??

ALIGNMENT = BUSINESS RESULTS

Community ManagementMarketing

Customer ServiceCommunications

EventsCampaignsAdvocacy

Crisis

SOCIAL BRAND (External)

SOCIAL BUSINESS (Internal)

MEASURABLE OUTCOMES

TrainingProcess

CollaborationOrganization Models

Research & DevelopmentPolicies & GuidelinesKnowledge Sharing

Culture

Programs

Infrastructure

Infographic by @armano


SOCIAL BUSINESS VALUE CREATION MODEL

Social Customer

Social BrandSocial Business

SalesAdvocacy

Product Feedback

EngagementProduct DiscountsRelevant Content

Solving customer issues

Brand EnablementProduct Innovation

Process Improvement

Value Creation


THANK YOU!