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Social Business Collaboration Framework
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
December 2010
SOCIAL BUSINESS COLLABORATION
2Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
1. Create a Framework
2. Choose an approach – services or systems
3. Maintain and measure your social business engagements
Three areas of focus for a Successful Social Business Collaboration Effort
SOCIAL BUSINESS COLLABORATION
3Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Value-Based Approach:• Identify Gaps & Opportunities• Close them- achieve ROI
SOCIAL BUSINESS COLLABORATION
Social Business Collaboration - Framework Integration of text analytics (posts by tracked profiles) and metrics (category specific
intentions/interests) into a Social Business System to support continuous measurement & action
SocialBusiness System
Text Analytics
4Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Text Analytics is the information you know about your customers or prospects
• What they are talking about• What social media platform(s) they are using• What their intentions are regarding products or solutions• What product or solution category are your customers most engaged with
• What features and functions are your customers most passionate about
• At what stage are they in the marketing funnel• Their lifecycle value
Two Primary Components of Social Business Collaboration
SOCIAL BUSINESS COLLABORATION
5Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Social Business System synthesize knowledge both at the individual or micro level, as well as at the segment or macro level.
A systems-level approach allows you to intelligently and more effectively determine appropriate internal or external action, identify opportunities so you can close them and achieve ROI. This framework should support “real-time” measureable action to provide you competitive advantage
Two Primary Components of Social Business Collaboration
SOCIAL BUSINESS COLLABORATION
6Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Two Primary Components of Social Business Collaboration
SOCIAL BUSINESS COLLABORATION
Once you have both yourText analytics and Social Business Systems in place, the next step is architecting your Social Business Collaboration System:
• A systems-integrated approach• A blended-services approach
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1) Systems Approach Integrated
– Listening Platform
– Data Management (Customer CRM DB, Central Transaction Repository)
– Engagement (Managed Process Workflow)
– Measurement (Business Intelligence Dashboards)
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Two Approaches for Social Business Collaboration
SOCIAL BUSINESS COLLABORATION
2) Services Approach - Blended
– Strategy
– Creative
– Execution
– Systems Integration
8Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Social Business Collaboration Systems Approach
SOCIAL BUSINESS COLLABORATION
Operational(Tactical)
Cust. CRM(online ↔ offline
WorkflowEngage
Text Mining
• Social Web• Client Social
Community• Private Data
Central Data
• POS• Web• Other
Big Picture(Strategy)
Transform
Listen Engage MeasureData Mgmt.
Rules
Engine
9Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Pick a robust text mining and analytics platform. You’ll want to select a real-time semantic filtering-based text mining and analytics solution that can analyze both both social and private data sources
Expand your data-management layer. Many companies augment their existing Customer CRM database to append online/social data to their current offline knowledge. Many implement a new “transactional” oriented central data repository to feed their Engagement/Measurement System.
Note: Social Business Collaborations led by the marketing function deploy newer Social Collaboration Systems.
There is no one “right” answer or solution. Work with the right combination of leading technology partners and/or system integrators that can help you.
Systems Approach
SOCIAL BUSINESS COLLABORATION
10Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Social Business Collaboration –Services Approach
SOCIAL BUSINESS COLLABORATION
Digital &Social
Strategy
How to get ROI• Approach (start) vs.• Methodology
Research
Data Analytics
Design Product-ion
Main-tain
• Copy• Creative
Content Mgmt. Sys. (CMS)
Execute
Targeting • Listen• Connect
Channels • Facebook• Twitter• Blog• Landing Pages• Display Ad• Email• Broadcast
Action• Broadcast• 1:1 Engage
Social Services consist of a blend of Strategy, Creative, Execution, and Systems Integration
11Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Many companies implement their solution into three phases:Getting Started, Execution & Implementation
The get started phase comprises two effort: Digital/Social Strategy & Data Analytics to help define the right approach, processes and training required for clients to begin to execute in social media.
The execution phase involves implementing appropriate targeting and action processes to communicate across multiple consumer oriented channels.
Implementation involves integrating a formal workflow process to manage content design, production and maintenance. As an enterprise begins taking action they are incorporating listening/data mgmt. information, engaging with customers and measuring those engagements for inclusion in their management systems
Services Approach
SOCIAL BUSINESS COLLABORATION
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1. Real-time semantic filtering-based text mining and analytics across both social and private data sources
2. Process-centric customer, prospect and influencer based social outreach
3. Enterprise collaboration across marketing, sales, R&D, safety/regulatory, customer service and market research
4. Performance measurement reporting for lines of business, executives and CRM agents
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
4 Keys to a Successful Social Business Collaboration System
SOCIAL BUSINESS COLLABORATION
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You’ve create the framework and decided on your social business approach. Now What?
• We recommend a team exercise to establish goals, objectives, KPIs, and processes to deploy and manage social business collaboration.
• Reviews the framework you have established for your listening platform and central data repository.
• Deployment of the Social CRM system, to encompass business intelligence (both operationally and strategically) as well as the workflow/BPM system for social engagement
• Engagement workflow that guides social conversation approaches, campaigns, private group efforts, etc
Social Business Collaboration– How It Works
SOCIAL BUSINESS COLLABORATION
14Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Four Steps to Maintain and Measure Your Social Business
Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
DefineKPIs
Set GoalsConfigure &
DiscoverMeasurement Action
SelectSources
DefineTopics
“Tag”CustomersInfluencers
Text Min
ing
System
Central Repoistory
Bu
siness
Intellig
ence
Dash-board 1
Dash-board n
Wo
rkflow
Respond
Scheduled Data Runs
Team Analysts Bus. Mgmt. Operations
1 2 3 4
Seed & Influence
TargetCampaign
BuildSocial
Platforms
SOCIAL BUSINESS COLLABORATION
SocialCRM
System
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The Evolution of Social Business Collaboration Solutions
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
December 2010
SOCIAL BUSINESS COLLABORATION
