social business webinar for marketing profs
Post on 17-Oct-2014
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Social business webinar for marketing profsTRANSCRIPT
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 voices 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
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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 (Edelman Trust Barometer)
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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)
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Advocates talk about the
brand; even when the
brand isn’t listening
#vitrue
T WEETABLE MOMENT
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
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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
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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.
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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
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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
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SOCIAL BUSINESS DEFINED
“A social business is any organization that has integrated and operationalized social media within every job function (and process) internally.
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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
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CHAOS EXISTS IN THE ORGANIZATION TODAY
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THERE IS CERTAIN BEHAVIOR AND TYPES OF TWEETS AND FACEBOOK UPDATES THAT MAY PUT YOUR COMPANY IN JEAPORDY AND GET YOU FIRED TOO!
LEAKING CONFIDENTIAL INFORMATION
RACISM
HATE SPEACH
TALKING SMACK ABOUT MANAGEMENT
TWEETSBLOG POSTSFACEBOOK UPDATES
BASHING COMPETITORS
CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT
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I have been on the marketing team for 4
years now and WE OWN the Facebook page!
DO YOU UNDERSTAND?
I just wanted to post our press release….
FROM CHAOS TO GOVERNANCE
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Policies
• Legal document• Addresses
compliance and is very specific on what not to do
• Governs employees behavior
• Employees liable for actions
Guidelines
• Guides employee's behavior on the social web
• It’s good practice to co-create guidelines with employees
• Moderation policies for Facebook, Corporate blogs
Organization Design
• Directs the organization to maximize its structure to ensure efficiencies and scale
• Provides guidance of ownership for the social media job function
Channel Creation
• Address the creation of new, external facing social media channels
• Creates consist messaging and minimizes customer confusion
Employee Activation
• Process creation for new, existing employees that want to engage externally
• Training modules creates an increase in employee proficiency
Technology Deployment
• Enablement process for internal / external social applications
• Security & Privacy• Ensures technology
consistency across the organization
GOVERNANCE MODEL
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
Organizational Expectations
• 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
Organizational Expectations
FROM MINIMAL PARTICIPATION TO COMPLETE OWNERSHIP
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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
Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies
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
Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies
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
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ESTABLISHING A CONTENT LIBRARY
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Aggregating all branded
content and making it
very easy for employees
to share it within their
social graph!
ESTABLISHING A MEASUREMENT FRAMEWORK
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Financial Impact Metrics• ROI• Paid, Earned, Owned Media Value• Purchase Funnel Metrics
Non Financial Impact Metrics• Community Health - Growth• Community Health – Membership• Community Health – Engagement• Share of Voice
ESTABLISHING A MEASUREMENT FRAMEWORK
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Financial Impact Metrics• ROI• Paid, Earned, Owned Media Value• Purchase Funnel Metrics
Non Financial Impact Metrics• Community Health - Growth• Community Health – Membership• Community Health – Engagement• Share of Voice
It’s imperative that
everyone in the
organization measures
social media
consistently!
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
InfrastructureInfographic by @armano
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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
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Value creation is what
determines success
from every
perspective!
CREATING A CONTENT PLAN THAT ADDS VALUE TO THE
SOCIAL CUSTOMER
Relevant content is the right content, at the right time, in the right channel to the
right customer
“”
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
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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
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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
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REPITITION ENHANCES BELIEVABILITY
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T WEETABLE MOMENT
Individuals have
to hear something
3 – 5 times before
they believe it
@edelman_trust #vitrue
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
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USE GOOGLE TO CREATE EDITORIAL CONTENT
Understanding search behavior will help create
editorial content
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KNOWING “WHEN” TO POST CONTENT
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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
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TOOLS TO HELP YOU SCALE
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… send em’ a tweet @simplymeasured
TOOLS TO HELP YOU SCALE
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… send em’ a tweet @crowdbooster
TOOLS TO HELP YOU SCALE
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… send em’ a tweet @vitrue
THANK YOU FOR YOUR TIME!
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Michael BritoSVP, Social Business PlanningEdelman [email protected]@Britopian
Jim TramelVitrueRegional VP, Business [email protected]@jimtramel