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© 2012 IBM Corporation
Social Business Agenda WorkshopTemplates
February 20, 2012
© 2012 IBM Corporation2
Building a Social Business Strategy
Source: “Get Bold: Creating a Bold Social Media AGENDA for Your Business” by Sandy Carter, ISBN: 0132618311, Copyright © 2011, IBM Press
So
cial
Bu
sin
ess
So
cial
Bu
sin
ess Align Organizational Goals & CultureAAAA
Gain Social TrustGGGG
Engage through ExperiencesEEEE
Network Your Business ProcessesNNNN
Design for Reputation & Risk ManagementDDDD
Analyze Your DataAAAA
© 2012 IBM Corporation3
Agenda Strategy Workshop Approach
Social Goals & Initiatives
Culture Assessment
Digital Council
Social Goals & Initiatives
Culture Assessment
Digital Council
Audience Definition
Tipper Identification
Audience Definition
Tipper Identification
Interaction Channels
Participate vs. Spectator
Community Approach
Interaction Channels
Participate vs. Spectator
Community Approach
Prioritized Processes
Networked Initiatives
Prioritized Processes
Networked Initiatives
Types of Crises
Ratings
Response Plans
Types of Crises
Ratings
Response Plans Keyword
Inputs for Plan
Keyword Inputs for
Plan
Executive Session Breakout Sessions(Tailored based on Executive Session)
AA GG EE NN DD AA
© 2012 IBM Corporation4
Social Business Agenda Workshop Process
• Collect “strategy” and other business directional documentation Identify key stakeholders for the workshop
– Establish scope with primary stakeholder
– Select 2-3 key stakeholders for 45 minute prep interview
• Create initial set of Goals and Audiences based on scope
• Tailor meeting agenda based on scope
• Present SB Agenda to participants
• Conduct main workshop session with Executive Leadership team focused on:
– Business Goals
– Social Initiatives
– Socially Network Business Processes
– Culture Assessment
– Digital Counsel
– Trust Plan
– Identification of additional strategy focus areas
• Conduct breakout sessions to complete additional focus areas
• Consolidate workshop output
• Formalize next steps
– Define AGENDA gaps
– Prioritize need based on Goals
• Review findings with core team
• Deliver Executive Report
© 2012 IBM Corporation5
Identify Business Goals though account team, research, & stakeholders
Business Goals
Increase Organizational
Innovation
Improve Client Service
Connect with Customers,
Partner
Enable Talent Management
Grow through Acquisitions & Alliances
Engage with Client Team
Review Account Plan
Review Annual Report
• Create draft goals• Review with Client Sponsor• Use as starting point for
workshop
Internal PageAlign Organizational Goals & CultureAAAA
© 2012 IBM Corporation6
Review and prioritize goals during the workshop
If Goals are not already prioritized, potential questions:
Align Organizational Goals & CultureAAAA
Template
Business Goals
Business Goal 1
Business Goal 2
Business Goal 3
Business Goal 4
Business Goal 5
Priority
• Where is the largest business impact?• Does identifying expertise and enhancing interactions across audiences (customers,
partners & employees) have a greater impact on the certain goals?
© 2012 IBM Corporation7
Mapping of Goals to Social Capabilities
Goal Business Challenges to achieve Goal
Issues Impacted Audience(s)*
Potential Social Initiatives
Business Goal
Challenge Issue Audience Initiative
Business Goal
Challenge Issue Audience Initiative
* Input to Analytics Plan
Align Organizational Goals & CultureAAAA
Template
© 2012 IBM Corporation8
Additional initiatives are identified by socially networking core and industry business processes
Business Goals
Business Goal 1 Business Goal 2 Business Goal 3 Business Goal 4
Talent Management
Marketing
Customer Service
Sales
Product Development / Innovation
Industry Process 1
Industry Process 2
Co
reIn
du
stry
Align Organizational Goals & CultureAAAA Network Your Business ProcessesNNNN
Template
© 2012 IBM Corporation9
Culture Assessment
Culture QuestionsC = Current D = Desired
1 2 3 4 5
Isolated functions Cross functional cooperation
Individual competitive Team oriented
Slow adopting new skills Continuous Learning Culture
Controlling Delegating
Bureaucratic, formal channels Free communication up the organization
Guarded Communication Open Communication
Follow specific instructions Take initiative
Punish mistakes Learn from mistakes
Slow, cautious pace Fast pace
Keep to rules Ignore rules
Many organizational layers Few organizational layers
DC
DC
DC
DC
DC
DC
DC
DC
DC
DC
DC
Boundaries
Teaming
Learning
Management Style
Horizontal Comms
Open Communication
Initiative
Risk Tolerance
Pace
Rules / Process
Hierarchy
Cultural Theme
Align Organizational Goals & CultureAAAA
Template
© 2012 IBM Corporation10
GovernanceIdentify Digital Council Executive
SponsorsExecutive Sponsors
Digital CouncilDigital Council
Digital Program Office
Digital Program Office
Functional / LOB Execution
Functional / LOB Execution
Risk Management
Risk Management
Metrics & Measurement
Metrics & Measurement StandardsStandards
Align Organizational Goals & CultureAAAA
• Defines strategic linkage of SB
• Central governing body• Coordinates cross-organizational /
community decisions
• Ensures execution of SB Strategy• Facilitates coordination across
organization / communities
• LOB / Functional / Community representation on Program Office
• Strategy execution• Community
management• Content management
• Define & manage Social Computing Guidelines
• Manage Risk recovery plan
• Proactively establish reputation
• Define & measure SB metrics and supporting analytics
• Define & measure SB ROI
• Define core processes
• Define core architecture
© 2012 IBM Corporation11
Defining Digital Council
Potential Organizational Sources
Proposed Member or Owner to Identify Member
Marketing
Communications
HR
IT
Sales
LOB
Other
Align Organizational Goals & CultureAAAA
Template
© 2012 IBM Corporation12
Trust Plan: Audience Needs & Finding Tippers
* Audiences come from Goal Mapping exercise** Input to Analytics Plan
Audience*Desired Expertise**
Company Expertise & Thought Leadership
Where Currently Engage (Location)** Tippers**
Build Community (Y/N & timing)
Gain Social TrustGGGG
Template
© 2012 IBM Corporation13
Justin BieberTwitter Followers: 7.4 MillionReactions Generated: 294Reactions per 1K followers: 0.04
Wael GhonimTwitter Followers: 86,000+Reactions Generated: 3,291Reactions per 1K followers: 38
MASS INFLUENCER / TIPPER
@Weddady
Twitter Followers: 6,900+Reactions Generated: 1,281Reactions per 1K followers: 186
38186
0.04
Courtesy of DeepMile Corporation
Discovering Tippers Externally: DeepMile Corporation
ExampleGain Social TrustGGGG
© 2012 IBM Corporation14
Discovering Tippers Internally: Atlas for Connections
ExampleGain Social TrustGGGG
© 2012 IBM Corporation15
Trust Plan: Community Template
Name
Goals
Target Audience Demographics*
List the characteristics of the audiences that the community is targeting; Identify demographics, tippers, advocates, …
Assigned Roles - Sponsor - Leader - Council Members - Community Manager
Identify by name the individuals who are filling roles
Resources Required Identify the resources required to support the community (e.g., existing resources that are available, required support, content that needs to be developed, analytics on community, …)
Response Time
Measures of Success
* Input to Analytics Plan
TemplateGain Social TrustGGGG
© 2012 IBM Corporation16
Audience and Engagement
Engagement Technique* How to use to engage AudienceIntegration Across Tool (Y/N)
Audience Goals Value Messages
Category checklist
Engage through ExperiencesEEEE
* Sample engagement techniques are listed on the following page
Template
© 2012 IBM Corporation17
* IBM Connections includes on premises and IBM SmartCloud for Social Business
Sample Engagement Techniques
Communities:Internal: IBM Connections* CommunitiesExternal: IBM Connections Community, LinkedIn, Facebook,
google+, bebo, plaxo
Video:Internal: IBM Connections Video WidgetExternal: IBM Connections Video Widget, youTube, viddler
Microblog:Internal: IBM Connections Profile BoardExternal: IBM Connections Profile Board, twitter, present.ly
Gaming:Internal: BunchBall; Kudos Badges (ISW)External: BunchBall, Kudos Badges (ISW)
Blogs & Wikis:Internal: IBM ConnectionsExternal: IBM Connections, tumblr, Wordpress, Blogger,
Twiki, wikipedia
Mobile:Internal: IBM ConnectionsExternal: IBM Connections, IBM Customer Experience Suite
Location:Internal: IBM ConnectionsExternal: Foursquare, Gowalla
Website:Internal: IBM Portal, IBM Web Content ManagementExternal: IBM Customer Experience Suite
Engage through ExperiencesEEEE
Sample
© 2012 IBM Corporation18
Content Plan
Engagement Technique Content / AssetsAction Plan (good as is?, update/modify?, develop?)
Engage through ExperiencesEEEE
Template
© 2012 IBM Corporation19
Potential Crisis Identification
Potential Crises
Design for Reputation & Risk ManagementDDDD
Template
© 2012 IBM Corporation20
Crisis Response PlanningListening
Monitoring Phrases
Brand Army (Identify)
Employees
Management
Senior Execs
Advocates
Friends
Role of Core Team
Social Business Reputation & Risk Mgr
Digital Council
Executive Team
Brand Advocates
Legal
Alert System (Classify Responses)
Alert Classifications 1-5; Red, Yellow, Green
Response time per classification
Align Issues to Categories Basic Customer Complaints; Humorous “Negative” Videos, Brandjacking; Quality Issues; Exposed Trade Secrets; Criminal Activity; Individual Treats; Extended Negative Social Trending, Quality Issues; Activist Protests; Criminal Activity
Contact Activation Strategy
Community Managers
Marketing
Media Relations
Communications
Training
Design for Reputation & Risk ManagementDDDD
Template
© 2012 IBM Corporation21
Analytics
Comprehensive Analysis
Competitors
Products / Services
AnalysisBroad view of opinions on company, brand, products, competitors, …
Evolving TopicsWeighted summary of discussion to determine snippets with shared
terms to show current and predictive trends in related topics
Topicse.g., customer service, branch experience, …
Audiences
Hotwords
Questionse.g., What are the broad themes related to products? What are the broad topics effecting employees?
Analyze Your DataAAAA
Template
AffinityIntersection of areas of analysis gauge
impact of specific actions
Questions
e.g., What is the impact of the new benefits programs for associates in Asia Pacific? How did the new fee structure impact our retail banking customers?
SentimentComplete comparative analysis by evaluating positive, negative,
neutral or ambivalent sentiment on snippets
Questions
e.g., What is the effectiveness of the new marketing campaigns? Which is the relationship of positive morale and sales location performance?
© 2012 IBM Corporation22 © 2011 IBM Corporation© 2012 IBM Corporation
Backup
© 2012 IBM Corporation23
* IBM Connections includes on premises and IBM SmartCloud for Social Business
Sample Engagement Techniques (detailed)Communities:Internal: IBM Connections* CommunitiesExternal: IBM Connections Community, LinkedIn, Facebook, google+, bebo, plaxo
File Sharing:Internal: IBM Connections FilesExternal: IBM Connections Files, slideshare, Wordie, Empressr
Microblog:Internal: IBM Connections Profile BoardExternal: IBM Connections Profile Board, twitter, present.ly
Bookmarks:Internal: IBM Connections BookmarksExternal: IBM Connections Bookmarks, diigo, StumbleUpon, delicious
Blogs:Internal: IBM Connections BlogExternal: IBM Connections Blog, tumblr, Wordpress, TypePad, Blogger
Location:Internal: IBM ConnectionsExternal: Foursquare, Gowalla
Wiki:Internal: IBM Connections WikiExternal: IBM Connections Wiki, Twiki, wikia, wikipedia, pbwiki
e-meeting:Internal: IBM Sametime MeetingsExternal: IBM Sametime Meetings,Skype, Fuze, Openmeetings, GoToMeeting
Gaming:Internal: BunchBall; Kudos Badges (ISW)External: BunchBall, Kudos Badges (ISW)
Instant Messaging:Internal: IBM SametimeExternal: IBM Sametime, Google Chat, Facebook Chat, AIM
Mobile:Internal: IBM ConnectionsExternal: IBM Connections, IBM Customer Experience Suite
Website:Internal: IBM Portal, IBM Web Content ManagementExternal: IBM Customer Experience Suite
Video:Internal: IBM Connections Video WidgetExternal: IBM Connections Video Widget, youTube, viddler
Project Management:Internal: IBM Connections ActivitiesExternal: IBM Connections Activities
Forum:Internal: IBM Connections ForumsExternal: IBM Connections Forums, gaia, grouply, lefora, 4chan
Engage through ExperiencesEEEE
Sample