DIGICONF - Becoming a Social Business

transcript

Mark SooHooDirector of Digital, Middle EastMark.SooHoo@Edelman.com

#DIGICONF

BECOMING A SOCIAL BUSINESS

@MarkSooHoo

“I'm sorry that this was such a long letter, but I didn't have time to write you a short one.”

- Blaise Pascal

#DIGICONF @MarkSooHoo

There is a content surplus @MarkSooHoo

85% of consumers use a second screen device while watching TV #DIGICONF

There is a content surplus @MarkSooHoo

85% of consumers use a second screen device while watching TV #DIGICONF

“Arabic is the fastest growing language on Twitter...We have 400m tweets daily, with 17m of them in the Arabic language.” @Kavelicious

There is an attention deficit @MarkSooHoo

There is an attention deficit

90% of Facebook engagement happens within the first three hours of a post. 92% of retweets within 1st hour. #DIGICONF

@MarkSooHoo

PAID MEDIA

OWNEDMEDIA

EARNEDMEDIA

CUSTOMERS/ADVOCATES

INFLUENCERS

TRADITIONAL MEDIA

Consumer lives are unpredictable @MarkSooHoo

PAID MEDIA

OWNEDMEDIA

EARNEDMEDIA

CUSTOMERS/ADVOCATES

INFLUENCERS

TRADITIONAL MEDIA

Consumer lives are unpredictable

The social customer participates a variety of different ways; brands need to be omnipresent and engage with them @britopian #DIGICONF

@MarkSooHoo

Everyone is influential @MarkSooHoo

Everyone is influential

Consumers are 71% more likely to make a purchase based on social media referrals @Hubspot #DIGICONF

@MarkSooHoo

Business objectives remain constant @MarkSooHoo

Business objectives remain constant

The story of “Big Data” today isn’t about data. It’s about people. @MonteLutz #DIGICONF

@MarkSooHoo

“Organizations can’t have effective external conversations unless they can have effective internal conversations first” @Britopian #DIGICONF

Where does “social” start and end? @MarkSooHoo

Where does “social” start and end?

Social monitoring

Customer service

Technical

Communications

Community management

Government relations

@MarkSooHoo

Less of This

More of This

Listen Up

Puppies...the answer is always puppies @MarkSooHoo

“People don’t do business with companies. People do business with people.” @SmarterPlanet #DIGICONF

Be Human

@MarkSooHoo#DIGICONF

Becoming a Media Company

#DIGICONF

You don’t need to design ads that look like editorial content. Great content is your ad. @RichardWEdelman #DIGICONF

@MarkSooHoo

Content: They are content machines with an “always on” mentality.

Relevant: They are relevant to someone at every

moment in time.

Recent: They are recent and in many cases, real-time.

Omnipresent: Media companies own search and everything else.

Agile: Media companies move quickly when it comes to content creation/distribution.

A social business strategy helps evolve the thinking and preparedness of an organization bridging internal and external social initiatives resulting in collaborative connections, processes and shared value for all stakeholders (customers, partners, employees).“ ”

Social Business Strategy Is Required To Facilitate This Transformation

The Stakeholder Ecosystem ValueCreation Model

TIONAL

INTERNAL(employees)

EXTERNAL (customers, partners, media)

THE SOCIAL BUSINESS

SALES/REVENUECUSTOMER ADVOCACYPRODUCT FEEDBACK

COMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORTCUSTOMER SATISFACTION

COLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENT

PROCESS IMPROVEMENTPRODUCT INNOVATIONEMPLOYEE ADVOCACY

SOCIAL BRA

From @Britopian

Create Brand Superheroes(Internal, then external)

PeopleProcessPlatforms

Understanding The Social Brand VersusSocial Business

Community ManagementMarketing

Customer ServiceCommunications

EventsCampaignsAdvocacy

Crisis

SOCIAL BRAND (External)

SOCIAL BUSINESS(Internal)

RESULTS

TrainingProcess

CollaborationOrganization Models

Research & DevelopmentPolicies & GuidelinesKnowledge Sharing

Culture

Programs

Infrastructure

@armano created this

Mark SooHooDirector of Digital, Middle EastMark.SooHoo@Edelman.com

#DIGICONF

BECOMING A SOCIAL BUSINESS

@MarkSooHoo