iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions

Becoming a Social Business

A Framework to Evolve from a Social Brand to a Social Business

Techtonic Forces in Business Today

Your  Business  Future  

Social  

Mobile   Local  

Cloud  

Creating Customer Value

From Social Brand Ø  A social brand focuses on external

communications Ø  A social brand is all about

engagement with the social customer.

Ø  A social brand is owned by marketing

Ø  A social brand is measured by clicks, impressions, reach, Likes, comments, RTs, etc.

Ø  With a social brand, budgets are usually allocated toward agencies, community management, Facebook applications, blog development, etc.

To Social Business Ø  A social business focuses on internal

communications. Ø  A social business is all about

engagement with employees. Ø  A social business should be owned by

the entire organization Ø  A social business is measured by

organizational change. Ø  Most investments in social business

initiatives revolve around internal communities, social technologies, and training.

Thanks  to  Michael  Brito  

What is a Social Business?

Thanks  to  Michael  Brito  

Characteristics of a Social Business

Ø  Is Customer Centric Ø Creates valuable Content Ø Social is Cross functional Ø  Is Adaptive Ø Collaborates in all key processes Ø Seek to create Communities inside and outside the

firewall Ø Shows Empathy and a Human side Ø Participation is encouraged (Engage without Fear)

What is a Social Business

Ø  Views its entire value chain as a set of collaborative networks called communities and embraces technology that focuses on the relationships, conversations and business activities that occur in these networks.

Ø  View communities as a strategic common space for colleagues, customers and partners to communicate, innovate ideas, ask questions, share knowledge, search and filters on hashtags.

Ø  Rethink the way information is published, consumed and shared throughout your ecosystem and embrace the activity stream as your primary collaboration dashboard.

Ø  Think in terms of communities and embrace technology that provides an integrated collaboration experience, simplifies the process of sharing and connecting people, accelerates ideation and expertise discovery, streamlines the aggregation and consumption of content, and brings visibility and transparency to the real conversations, issues, opportunities and business activities that are happening across your value chain.

Assess  

Strategise  

Create  

Protect  

Par/cipate  

Share  

Engage  

Monitor  

Social  Business  

Framework  

8 Point Framework for Social Business

Ø Brand – company or organisation, products & services Ø Competitors Ø Partners Ø Customers Ø Keywords Ø Presence Ø Social Architecture Ø Engagement

Assess  

Customer   Brand  (You)  

Partner   Compe/tor  

Ø  Link Social strategy to business drivers through Ø Clear Goals and Objectives Ø Prioritised into:

•  Discrete programs •  Containing Initiatives •  Assigned Resources •  And Budgets

Ø …Addressing the Assessment findings

Strategise  

Ø  Compelling Presence Ø  On the networks and platforms where your customers are Ø  Valuable content through Owned Media Ø  Amplification through Earned Media – user generated content

and engagement Ø  Amplification through Shared Media – Communities where

customers, partners and employee’s co create and collaborate

Ø  Amplification through Paid and Promoted Media Ø  Interesting stories Ø  Calls to Action

Create  

Ø Social Media Guidelines are in place Ø Crisis Management Plan developed and integrated Ø Social Media Policy in place and consistent Ø Regulatory Compliance considered Ø Data collection, retention and archiving determined Ø Employee protections are in place Ø Company protections are in place Ø Periodic risk assessment is conducted

Protect  

Ø Know Your F’s (fans, friends, followers) Ø  Influencers Ø Customers Ø  Journalists Ø Blogs Ø  Forums Ø Communities Ø Charity

Par/cipate  

Ø Promote Content Ø Use Video if it makes sense Ø Recognition and Reward Ø Curate Ø Aggregate Ø Gamification Ø Mobile Ø SEO / SEM

Share  

Ø Responsive Ø  Transparent Ø Authentic Ø Human Ø Polls and Contests Ø Promote others Ø Benefits Ø Recommendations

Engage  

Monitor  

Ø Monitoring Tools and Services decided Ø Keyword & Location searches Ø Competitor tracking Ø Brand tracking Ø Key measures agreed Ø  Integration in place Ø Workflow and escalation processes defined Ø Mobile considered

What  You  Need  to  Know  

Ø No one wants a social relationship with your brand Ø  The basic tools may be free but becoming a social

business requires investment Ø Becoming a social business is not a marketing campaign

but a cross functional business initiative Ø Advocacy is the number ONE objective Ø Creating a better customer experience is at the heart of

becoming a social business. Ø You need to ‘shift gears’ in product management, HR,

Sales, Marketing, Support

Where  do  You  Start?  

Ø Depends on your social ‘maturity’ Ø Starting Out – Assess! Ø  Foundation in place – Protect! Ø Some programs running – Strategise! Ø Active – Monitoring!

Next  Steps  

Thank You

Ø www.iGo2group.com Ø www.facebook/igo2 Ø www.twitter/igo2 Ø  team@igo2group.com Ø www.slideshare.net/iGo2Group