THE SHIFT TO SOCIAL BUSINESS

Presented by Michael Brito, SVP Social Business

Edelman Digital | @Britopian on Twitter

SOCIAL CUSTOMER

• Technology Innovation gives customers a voice

• They are Influential, regardless of community size

• 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

• In response to the social customer, brands began join Twitter, Facebook and create corporate blogs without much planning

• Engage with the social customer in various channels

• Social Media teams are forming slowly• Planning was an afterthought

• 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

• External social media channels consolidated

1995 to present

2003 to present

2008 to present

THE EVOLUTION OF SOCIAL BUSINESS

MICHAEL BRITO | @BRITOPIAN

WHO IS THE SOCIAL CUSTOMER? They have horrible Customer service

YES, tell me About it!

I can’t believe theyraised their prices! I am writing a blogpost!

I am cancelling my Account @company!Thanks for nothing!

MICHAEL BRITO | @BRITOPIAN

… AND WHY THEY ARE IMPORTANT TO YOUR BUSINESS

Advocacy

Share

Participate

Research

GOOGLE PRODUCTS & SERVICES

MINIMAL PARTICIPATION (FRIENDS, FANS 7 FOLLOWERS

SHARE CONTENT WHEN CONVENIENTMAY POST A REVIEW (POSITIVE AND NEGATIVE)

AID AND INFLUENCE THEIR MICROCOMMUNITIESDOWN THE PURCHASE FUNNEL THOUGH ORGANICCONVERSATIONS

INCREASED ENGAGEMENTRELEVANT CONTENT

BUILDING TRUST

MICHAEL BRITO | @BRITOPIAN

ADVOCATES IMPACT THE PURCHASE FUNNEL, AND IT’S HAPPENING EVERY, SINGE DAY

Advocates talk about the brand; even when the brand isn’t listening

Advocates are trusted among others; and aid/influence their communities down the purchase funnel via organic conversations

The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact

MICHAEL BRITO | @BRITOPIAN

DEFINING THE SOCIAL BRAND?

A social brand is any company, product, individual, politician that uses social technologies to communicate with the social customer, partners and constituencies or the general public.

“

”

MICHAEL BRITO | @BRITOPIAN

THE SOCIAL BRAND HAS GIVEN BIRTH TO INTERNAL BUSINESS CHALLENGES

EMPLOYEESInappropriate use of social media

INTERNALConfusion of roles & responsibilities

INCONSISTENTSocial media measurement practices

OUTDATEDCrisis communications models and techniques

EXPANDINGSocial media programs globally

NON-EXISTENTCollaborative governance models

LEADERSHIPUnsure of the value of social media

TECHNOLOGYSelection and adoption within the organization

MICHAEL BRITO | @BRITOPIAN

… CREATING THE NEED FOR SOCIAL BUSINESS PLANNING

Social business planning is the blueprint for the transformation of an

organization—BRIDGING THE EXTERNAL WITH INTERNAL, resulting in a

more connected way of doing business and shared value for all stakeholders.

“”

MICHAEL BRITO | @BRITOPIAN

SOCIAL BUSINESS VALUE CREATION MODEL

COMPANY A

SOCIAL BRAND

SOCIAL BUSINESS PLANNING

CUSTOMERS/PARTNERS

EMPLOYEES/TEAMS

ENGAGEMENTCUSTOMER/SALES SUPPORTCUSTOMER SATISFACTION

SALESADVOCACY

PRODUCT FEEDBACK

ONLINE MONITORING

COLLABORATIONKNOWLEDGE SHARINGENABLEMENTEMPOWERMENT

PRODUCT INNOVATIONPROCESS

IMPROVEMENTINCREASE IN MORALE

INTERNAL MONITORING, BEHAVIOR CHANGE

1 2

34

MICHAEL BRITO | @BRITOPIAN

A SOCIAL BUSINESS IS BUILT ON THREE PILLARS – PEOPLE, PROCESS, PLATFORMS

PLATFORMS

PROCESS

PEOPLE Behavior Change

Cross Silo CollaborationExecutive Support & Participation

Organizational ModelsEmployee & Partner Participation

Social Media PoliciesTechnology integration

Customer Support & Sales WorkflowsMeasurement Framework & Rollout

Global & Enterprise Expansion

Online MonitoringAnalytics Platform

Internal CollaborationCommunity Platform Selection

Social CRM

SOCIAL BUSINESS FRAMEWORK

THE PATH TO SOCIAL BUSINESS REQUIRES A CULTURAL TRANFORMATION

MICHAEL BRITO | @BRITOPIAN

THE DIFFERENCE BETWEEN A SOCIAL BRAND AND A SOCIAL BUSINESS

Community Management

MarketingCustomer ServiceCommunications

EventsCampaignsAdvocacy

Crisis

SOCIAL BRAND (External)

SOCIAL BUSINESS (Internal)

MEASURABLE OUTCOMES

TrainingProcess

CollaborationOrganization Models

Research & Development

Policies & GuidelinesKnowledge Sharing

Culture

Programs

InfrastructureSource: @armano

MICHAEL BRITO | @BRITOPIAN

SOCIAL BUSINESS ENABLES MORE EFFECTIVE BUSINESS PERFORMANCE

COMMUNICATIONS

CUSTOMER SERVICE

SALES

PRODUCT DEVELOPMENT

HUMAN RESOURCES

SUPPLY CHAIN

Deeper levels of engagement with the social customer; ability to scale operations globally. Consistent and relevant content.

The ability to solve customer problems quickly and efficiently.

Increased collaboration between sales professionals in the field; robust social CRM platform and analytics

Product and process innovation using the collective intellect of the community

Staffing & recruiting, Employee engagement and empowerment

Get products to market faster through increased collaboration with partners in the supply chain

MICHAEL BRITO | @BRITOPIAN

EXAMPLES OF SOCIAL BUSINESS INITIATIVES

INTERNAL & EXTERNAL STAKEHOLDER & CUSTOMER AUDITS

Forums406,046

Traditional Media382,233Twitter

807,863

Blogs647,613

Positive1278.94

Neutral718.001999999999

Negative246.813

35%

65%89%

11%

• Conversation and sentiment analysis • Surveys, polls and stakeholder

interviews• Data mining• Intelligence gathering

• Insight synthesis • Communications planning

(internal and external)

Majority are positive or neutral in tone, with only 11 percent negative Twitter and Blogs make up 65 percent of all conversations

Overall Distribution of ConversationGeneral Sentiment

MICHAEL BRITO | @BRITOPIAN

ORGANIZATIONAL DESIGN

• Organization strategy, design and modeling• Staffing and reporting infrastructure• Role description and integration• Hiring and re-organization• Communications

Direct Reports Dotted Line

On Staff

Source: David Armano,Edelman 2010, edelmandigital.com

On Staff

• Legal• HR• IT• R&D• Sales• Customer

Care

MarketingPR/Corp

Social Media Manager

Partners

CommunityManager

CommunityManager Strategy Implementation

Director of CommunityEngagement

MICHAEL BRITO | @BRITOPIAN

COLLABORATION AUDIT AND WORKFLOW ANALYSIS

Community clusters:micro social networks that exist within a set community Ex. Internal communities

Interactions between “community clusters”

• Sharing cultural readiness• Assessment of process • Business silo assessment

• Internal communication plan• Platform audit and

recommendations• Project management

MICHAEL BRITO | @BRITOPIAN

POLICY & GOVERNANCE

• Policy development and coordination

• Governance architecture

• Internal communications and distribution process

• Process design

PLANNING STRATEGY IMPLEMENTATION

AgencyPartners

Brand Team

TechnologyPartners

Social Media Committee

Social Media Committee

Operations

Brands

Partners

Yes

No

WhichBrand?

Brand APlot

Program

ResultsReporte

d

Launch

Measure

Global Online Services

INTEGRATION

MICHAEL BRITO | @BRITOPIAN

CRISIS COMMUNICATION AND ESCALATION WORKFLOW

LISTEN ASSESS ENGAGE REPEAT

CommunityManagers

Community

NO

NO

YES NO

YES

YES

YES

NO

NONO

YES

NO

YES

NO

YES

YES YES

NO

(optional, but recommended)

MonitorConversations

Assess

Re-direct EngagePrivately

Re-direct EngagePrivately

Proceed

Engagein public?

Legitimate?

Expertisewith

product?

Is topicsensitive?

EngagePrivately

ProceedIs

engagementpositive?

Proceed Positiveoutcome?

Assess Proceed Conversefurther? Proceed Re-direct

Assess Can CMhelp?

EngagePrivately

Participant upset?

Do not engage

!! Complaint !!

?! Other issues !?

Compliment

Product

Company

• Scenario mapping and planning • Communications protocol• Engagement guidelines • Training planning and course

developmentMICHAEL BRITO | @BRITOPIAN

ESTABLISHING A MEASUREMENT FRAMEWORK

• Establish Global KPI’s and Benchmarks

• Standardize methodologies

• Identify and document recognized metrics

• Construct ROI model

COLLECTION AND

MEASUREMENTATTENTION ENGAGEMENT AUTHORITY INFLUENCE SENTIMENT

FACEBOOK

• Unique Users• Page Views• Media

Consumption

• Total Interactions – Wall Posts, Likes, Comments

• Fan Photos/Videos

• Post Quality

• External Links to Content and Discussion

• Total Fans• Subscribed Fans• Audience Profile as a

Reflection of Target

• On-Message• Positive/Negative/Neutral• Change Over Time or

Program• Reviews

YOUTUBE• Total Followers• Channel Views• Video Views

• Comments• Video

Responses• Amount

Favorites

• External Links• Embeds

• Channel Subscribers• Video Honors• Audience Profile as

a Reflection Target

• On-Message• Positive/Negative/Neutral• Change Over Time or

Program• Ratings

TWITTER

• Total Followers

• RTs• DMs• Backtweets to

Shared Content and External Hubs

• Inbound Links• External

Coverage

• Extended network and Relative Influence of Followers

• Follower Profile as a Reflection of Target

• On-Message• Positive/Negative/Neutral• Change Over Time or

Program

OVERALL • Total Media Consumption

• Total Interactions

• Total Trackbacks and Coverage of Activities

• Total Ongoing, Engaged Subscribers to Content and Community

• Community Crossover

• Overall Sentiment• Total Shift in Sentiment

MICHAEL BRITO | @BRITOPIAN

THANK YOU!

MICHAEL BRITOSVP, SOCIAL BUSINESS EDELMAN DIGITAL

MICHAEL.BRITO@EDELMAN.COM@BRITOPIAN ON TWITTERHTTP://WWW.BRITOPIAN.COM