how to-make-transition-from-social-media-to-social-business-bernie-borges
TRANSCRIPT
@bernieborges
How to Make the LeapFrom Social Media to Social Business
Bernie Borges@bernieborges
@bernieborges
@bernieborges
@bernieborges
@bernieborges
@bernieborges
@bernieborges
@bernieborges
About Bernie BorgesCEO of Find and Convert
Host Social Business Engine Podcast
Author / Blogger
Educator
Conference Speaker
@bernieborges
TopicsDefinition of Social Business
Data Points
Social Business in Action
Action Plan
Five Pillars of a Social Business
@bernieborges
Definition
@bernieborges
What is a Social Business?A social business embraces the culture and technology of social media for strategic business applications. It understands that employees across the organization should contribute to brand excellence, through external and internal engagement.
@bernieborges
What is a Social Business?A social business embraces the culture and technology of digital communications for strategic business applications. It understands that employees across the organization should contribute to brand excellence, through external and internal engagement.
Why Become a Social Business?
Customers’ expectations have changed….
@bernieborges
@bernieborges
Social Business is a Journey
@bernieborges
Data Points to Consider
IBM 2012 Global CEO Study
http://public.dhe.ibm.com/common/ssi/ecm/en/gbe03486usen/GBE03486USEN.PDF
@bernieborges
2013 Social Business Study
http://deloitte.wsj.com/cio/files/2013/07/Social-business-infographic.pdf
@bernieborges
http://www.slideshare.net/Altimeter/slides-the-state/1
2014 Social Business Study
@bernieborgeshttp://dupress.com/articles/digital-transformation-strategy-digitally-mature/?id=gx:2el:3dc:dup1213:eng:cons:
2014 Social Business Study
@bernieborgeshttp://dupress.com/articles/digital-transformation-strategy-digitally-mature/?id=gx:2el:3dc:dup1213:eng:cons:
2013 Social Business Study
http://deloitte.wsj.com/cio/files/2013/07/Social-business-infographic.pdf
@bernieborges
IBM 2014 Social Study
@bernieborges
http://www.ibm.com/smarterplanet/us/en/centerforappliedinsights/article/social_insights.html
@bernieborges
Five Pillars of a Social Business
@bernieborges
5 Pillars of a Social BusinessC Suite Gets It
Marketing is Not a Department
Employee Branding is Embraced
Investment in Social Technology
Data Driven Marketing Mindset
@bernieborges
Social Media to Social Business
Fans
Followers
Likes
Retweets
Shares
Shoutouts
Buzz
Talent Recruitment
Employee CollaborationProcess Improvement
Market Feedback
Customer Service
Customer Acquisition
Launch New Initiatives
@bernieborges
Social Business in Action
@bernieborges
C-Suite Gets It
@bernieborges
C-Suite Gets It
• Share success stories from other executive level professionals.
• Creating / sharing online educational resources.
• Use case studies to prove the worth of new social tactics.
• Suggested running a pilot to get started.
@bernieborges
C-Suite Gets It
@bernieborges
C-Suite Gets It• The focus of TechBeacon is to
give HP Software’s customers an online learn hub.
• One month doing research to prepare and receive executive approval.
• Multiple presentations to various business units and functions before getting approval.
• TechBeacon is receiving• 60,000 views per month• 170 articles in three
months• Averaging 105 social
shares per article.• 132 contributors
@bernieborges
Marketing is Not a Department
@bernieborges
Marketing is Not a Department
• Discover experiences a direct impact through social customer service.
• Customer experience is the new marketing.
@bernieborges
Marketing is Not a Department
• Discover’s “first tweet resolution” answers a question on the first tweet with intent to resolve to issue.
• By handling a negative situation on social media Discover turned the engagement into a new customer.
@bernieborges
Marketing is Not a Department
@bernieborges
Marketing is Not a Department
• The Marines’ recruitment strategy includes telling their story on social media.
@bernieborges
Marketing is Not a Department
• Visual story telling on social media.
@bernieborges
Employee Branding is Embraced
@bernieborges
Employee Branding is Embraced
• The involvement of astronauts and other employees in social media.
@bernieborges
Employee Branding is Embraced
@bernieborges
Employee Branding is Embraced
• Having 500 social media accounts allows for the story to be told for individual projects/missions.
@bernieborges
Employee Branding is Embraced
“Social media is not just a way to connect people behind a two-dimensional screen, but it’s a way to get real human
beings involved.”
@bernieborges
Employee Branding is Embraced
“Social media is not just a way to connect people behind a two-dimensional screen, but it’s a way to get real human
beings involved.”
@bernieborges
Employee Branding is Embraced
@bernieborges
Employee Branding is Embraced
“Social media is not just a way to connect people behind a two-dimensional screen, but it’s a way to get real human
beings involved.”
@bernieborges
Employee Branding is Embraced
“Social media is not just a way to connect people behind a two-dimensional screen, but it’s a way to get real human
beings involved.”
@bernieborges
Employee Branding is Embraced
@bernieborges
Employee Branding is Embraced
• Rick convinced the engineers at Indium Corporation to contribute blog content.
• Being transparent and authentic humanizes their blog and gains their customer’s trust.Slide courtesy of Rick Short (@RickShort21), Indium Corporation
@bernieborges
Employee Branding is Embraced
Slide courtesy of Rick Short (@RickShort21), Indium Corporation
@bernieborges
Employee Branding is Embraced
Slide courtesy of Rick Short (@RickShort21), Indium Corporation
@bernieborges
Investment in Social Technology
@bernieborges
Investment in Social Technology
• Groupon deploys 7,000 custom messages per week in 21 languages across 47 countries throughout all their social media channels through social technology.
• Social strategy on message control and being a measurable arm of the company.
@bernieborges
Investment in Social Technology
@bernieborges
Investment in Social Technology
• Build excitement and gain new customers with “social proof.”
@bernieborges
Investment in Social Technology
• Customer-service cost deflection potential of a branded online community.
@bernieborges
Data Driven Marketing Mindset
@bernieborges
Data Driven Marketing Mindset
• Dell’s 5 point social media policy.
• Employee training, Social Media and Community (SMaC) University.
@bernieborges
Data Driven Marketing Mindset
• Measure the business impact of employees’ social influence.
@bernieborges
All 5 Pillars of a Social Business
@bernieborges
Data Driven Marketing Mindset
@bernieborges
Data Driven Marketing Mindset
http://socialvengers.com
• Gamified SocialVengers recruiting program encourages fun competition.
@bernieborges
Data Driven Marketing Mindset
@bernieborges
Data Driven Marketing Mindset
@bernieborges
Action Plan
Why Become a Social Business
Consider these compelling business reasons to make the
transition from a social media marketing mindset to a social
business.• To humanize your products, services, and
employees.
• Foster internal and external collaboration through
social tools and platforms.
• To deliver better customer service.
• To improve sales cycles.
• To create thought leadership value in your
industry.
• To better meet customer’s expectations.
• To attract and retain talent.While social business is a journey, success is not an
overnight process. It’s important to focus on how the culture and technology of social can make a business better, and how people are at the center of it starting in the C-Suite.
Then take steps to make the transition a reality.@bernieborges
@bernieborges
An organization of any size can use this framework when making the transition from social media to social business.
@bernieborges
01 C-Suite Support• Have a Plan.• Foster a Culture of Transparency.• Uphold a Service Mindset.• Build on the Collaboration Mindset.• Cultivate a Content Mindset!
02 Marketing is not a department• Source Content from within your
company. Have subject matter experts contribute knowledge.
• Everyone should be involved in marketing. HR, sales, customer service, even the C-Suite should contribute.
03 Employee Branding is Embraced
• Provide Governance and Training on social media to give employees a sense of guidance while developing advocates for your brand.
04 Investment in Social Technology• Be willing to allocate
budget on social software and tools for productivity gains.
05 Data Driven Mindset• Stay up to date with the market trends,
customer comments, employee engagement, competitors, etc.
• Utilize metrics to analyze activities that support business goals and to enable decision making. @bernieborge
s
When it comes to crafting new policies and guidelines for areas of the business touched by
the social aspect...
Everyone must be on board.
In order for social collaboration to work, its ideals and options need to be embraced by everyone.
@bernieborges
@bernieborges
How to Make the LeapFrom Social Media to Social Business
Bernie Borges
@bernieborges
@bernieborges
Thank You!
[email protected]://www.linkedin.com/in/bernieborgeshttps://twitter.com/bernieborges http://www.findandconvert.com/ http://www.socialbusinessengine.com/