H T T P : / / T H E S O C I A L B U S I N E S S B O O K . C O M
100%ofallbookroyal7esarebeingdonatedtoNotForSale
• TechnologyInnova7ongivescustomersavoice
• TheyareInfluen7al• Amplifiedvoiceacrossthe
socialweb• Googleindexingcri7cal
conversa7onsaboutcompanies• SocialCustomersaretrusted
amongsttheirpeersasinfluencegrows
• CompaniesandbrandsjoinTwiPer,Facebookandcreatecorporateblogs
• Engagewiththesocialcustomerinvariouschannels
• SocialMediateamsareformingslowly
• Smallbudgetsareallocatedonaprojectbasistosocialmediaengagementandcommunitybuilding
• Organiza7onsbeginhumanizingbusinessopera7ons
• Organiza7onalmodelsareformedtoincludesocialmedia
• Organiza7onalsilosaretorndownbetweeninternalteams
• Governancemodelsandsocialmediapoliciesarecreated
• Socialbecomesanessen7alaPributeoforganiza7onalculture
1995topresent
2003topresent
2008topresentTHEEVOLUTIONOFSOCIALBUSINESS
Thesocialcustomerisgaininginfluenceeverydayandtheirvoiceisamplifiedviathesocialweb..says@britopian
…tweetablemoment
100%ofallbookroyal7esarebeingdonatedtoNotForSale
ProductDiscovery
• Ac7veonGoogle,researchproductsbeforepurchase
SocialPar?cipa?on
• Fans,followers,likesandRSSsubscribersSharingContent
• Engagingwithabrandinatwowaydialogue,notjustconsumingcontentbutcrea7ngcontent
BrandAdvocacy
• Discussthebrandwithintheirownmicrocommuni7es,withouthesita7onortheneedforincen7ves
Thesocialcustomerpar7cipatesavarietyofdifferentways;brandsneedtobeomnipresentandengagewiththem@britopian
…tweetablemoment
100%ofallbookroyal7esarebeingdonatedtoNotForSale
EUROPE(EMEA)31%commentonblogs27%commentinforums20%uploadedavideoonline39%uploadedaphotoonline63%watchavideoonline13%ac7velyblog
LATINAMERICA49%commentonblogs35%commentinforums41%uploadedavideoonline56%uploadedaphotoonline74%watchavideoonline27%ac7velyblog
ASIAPACIFIC42%commentonblogs43%commentinforums29%uploadedavideoonline50%uploadedaphotoonline65%watchavideoonline37%ac7velyblog
MarketersshouldconsidermorethanjustFacebookandTwiPer;thereareothernetworkstoosays@britopian
…tweetablemoment
100%ofallbookroyal7esarebeingdonatedtoNotForSale
• Abrandshouldbuildrela5onshipswiththesocialcustomeronordertodriveadvocacy
• Advocatestalkaboutthebrand,evenwhenthebrandisn’tlistening
• Advocatesaretrustedamongtheirpeersandwithintheirmicrocommuni7es
• Advocatesareaidingandinfluencingothersdownthepurchasefunnel
• Thereachofoneadvocateisminimal;asanaggregate,thetotalreachcanmakeastrongbusinessimpact
Advocatesaid&influencerstheircommuni7esthroughthepurchasefunnelanddon’tneedincen7vestoengagesays@britopian
…tweetablemoment
100%ofallbookroyal7esarebeingdonatedtoNotForSale
“ Whenaproduct,brand,organiza7onusesTwiPer,Facebook,blogs,Google+oranyothersocialtechnologytoconnectwiththesocialcustomerand/oritscons7tuencies.
Asocialbrandisanyorganiza7onthatusessocialtechnologiestoengagewiththesocialcustomersays@britopian
…tweetablemoment
100%ofallbookroyal7esarebeingdonatedtoNotForSale
• Thesocialbrandhascausedchaosandorganiza5onalanarchyinmanycompaniestoday
• EmployeesarerunningwildontheintrawebswithliPletonoguidance,direc7onorgovernance
• Differentgeographiesandbusinessunitsarecrea7ngsocialcommuni7esexternallyandnotsharingorcommunica5nginternally
Thesocialbrandhascausedchaosformanycompaniestoday;nowtheyarefocusingonchanginginternally@britopian
…tweetablemoment
100%ofallbookroyal7esarebeingdonatedtoNotForSale
• Asocialbusinessisbuiltuponthreepillars–people,processandtechnology
• Changemanagementandculturechangeisessen7alinorderforgenuinesocialbusinesstransforma5ontooccur
• Organiza7onscannothaveeffec7veexternalconversa5onswithcustomersunlesstheycanhaveeffec7ve,internalconversa5onswitheachotherfirst
Asocialbusinessisbuiltupon3pillars–people,processandtechnologysays@britopian#socialbiz
…tweetablemoment
100%ofallbookroyal7esarebeingdonatedtoNotForSale
SOCIALBRAND SOCIALBUSINESS
ExternalCommunica7ons Opera7ons&ChangeManagement(internal)
Usuallyownedanddrivenbymarke7ngorcorporatecommunica7ons
Businessleaders,employeesineveryjobfunc7onacrosstheorganiza7onandineverygeography
Engagementwiththesocialcustomerandwithintheexternalcommunitylikeblogs,TwiPerandFacebook
Engagementwithinternalteamsandchannelpartnersateverylevelwithintheorganiza7on
Measurement:clicks,impressions,engagement,likes,comments,webtraffic,etc.
Measurement:employeepar7cipa7on,#ofemployeestrained,processefficiencies,etc.
Budgetallocatedtosupportexternalfacingobjec7veslikeagencysupport,Facebookapplica7ons,socialads
Budgetallocatedtowards“consulta7ve”agencies,internalsocialtechnologies,trainingandchangemanagementini7a7ves
LiPletonointernalcollabora7ontobesomewhateffec7ve Collabora7onisimpera7vetothesuccessofsocialbusinesstransforma7on
Difficultyleveliseasy Difficultylevelishard,veryhard
Asocialbrandfocusesonexternalcommunica7onsw/thesocialcustomer.Socialbusinessfocusesontheinternalsays@britopian
…tweetablemoment
100%ofallbookroyal7esarebeingdonatedtoNotForSale
• Inacentralizedorganiza5onalmodel,the“socialmedia”jobfunc7onisusuallyownedbycorporatecommunica7ons
• LiPletonocollabora5onbetweencorpcomandothermarke7ngorganiza7onsandbusinessunits
• Organiza7onalSilosdominate
• Nosocialmediapoliciesthatempoweremployeestoengageexternally
@britopiansaysthatcentralizedsocialorganiza7onsaresurroundedbysilosthatpreventknowledgesharingandcommunica7on
…tweetablemoment
100%ofallbookroyal7esarebeingdonatedtoNotForSale
• Inadecentralizedorganiza5onalmodel,the“socialmedia”jobfunc7onisscaPered–everyoneisdoingit
• Manydecentralizedorganiza7onsareanaturalresultofsilos
• LiPletonocollabora5onorbestprac7cesharingishappening
• Loosesocialmediapoliciesexistbutrarelyenforced
• Confusionaboutrolesandresponsibili7esandconflictabout“whoowns”socialmedia
Socialmediawasbredoutofdecentralizedsocialorganiza7onsi.e.Productgroupsengagingwiththesocialcustomer@britopian
…tweetablemoment
100%ofallbookroyal7esarebeingdonatedtoNotForSale
• Agoverningbody,usuallya“CenterofExcellence”existsthatisresponsibleforgovernanceandstrategicinsights
• Responsibleforsharingbestprac5cesandtechnologyrecommenda5onswithregionsandotherbusinessunits
• Geographiesandbusinessunitswillexecuteexternalsocialmediaprograms
Afullycollabora7vesocialbusinessisusuallydrivenbyasocialmedia“centerofexcellence”says@britopian
…tweetablemoment
100%ofallbookroyal7esarebeingdonatedtoNotForSale
GOVERNANCEDOCUMENT BEHAVIORS/DETAILS
SocialMediaPolicy(LegalDocument)
• Fulldisclosurewithinsocialmediachannels• Whatcanandcannotbesharedonlinei.e.anythingconfiden7al,financialoropera7onal
results,forecasts,orpersonalinforma7onaboutothers• Donotpostanythingthatisdefamatory,harassing,aninvasionofprivacyorinviola7onof
anyapplicablelaworenterprisepolicy,includingtheCompany’sCodeofBusinessConductandEthics
• Employeesareaccountablefortheirac7ons.Theyarepersonallyresponsibleforwhattheyshare.
SocialMediaGuidelines • Guidelinesinclude“rulesofengagement”and“howtoact”• Beprofessional,courteous,respecoultoothers,transparent• Onlywrite/blog/tweetaboutwhatyouknow
Modera7onGuidelines • Usuallyaddressestheorganiza7on’smodera7onpolicyforcommuni7esandFacebook• Postmodera7on–contentisapprovedimmediatelyandcheckedlater• Premodera7on–contenthastogetapprovedbeforegoinglive
Governanceisthekeytosuccessforsocialbusinesstransforma7on;itbuildsintelligenceandprocess@britopian
…tweetablemoment
100%ofallbookroyal7esarebeingdonatedtoNotForSale
GOVERNANCEDOCUMENT BEHAVIORS/DETAILS
GlobalorBusinessUnitExpansionintoSocial
• AprocessforgeographiesorbusinessunitsthatwanttocreateanexternalpresenceonTwiPer,Facebookorothersocialnetwork
• Usuallya“centerofexcellence”orsocialmediacommiPeewillhavetoapproveandrequiretheregionorbusinessunittopresentaplanofac7onthataddressesthefollowing:
Whatisthecontentstrategy? Isthereacommunitymanagerreadytoengage? Whatisthemodera7onand/orescala7onpolicy?
NewSocialMediaPrac77oner • Usuallyaddressesaprocessfornewemployeesthatwanttoengageandtalkaboutthebrandwithintheirownsocialnetworks
Training • Atrainingprogramthatoutlinesveryspecificcurriculumandwhattheorganiza7onalexpecta7onsareonceanemployeebecomesasocialmediaprac77oner
Crea7ngalearningorganiza7onwillhelpcompaniesbecomemoreopenandintelligent–necessaryforsocialbusinesssays@britopian
…tweetablemoment
100%ofallbookroyal7esarebeingdonatedtoNotForSale
100%ofallbookroyal7esarebeingdonatedtoNotForSale
WHITEBELTAwareness&Engagement
BLUEBELTFluency&Par4cipa4on
BLACKBELTExper4se&Ownership
TrainingCurriculum
• BasicsofSocialMedia(i.e.overviewofblogging
• Overviewofownedmediachannelstoincludeenterprisecommuni7es,blogs,FacebookandTwiPeraccounts
• Policies&Guidelines• SimpleEscala7onprocess
Addi?onalMaterial
• DesktopConversa7onalGuide• Linkstoownedmediasocialmedia
channels.• Listofindustryinfluencers
INTERNAL
EXTERNAL
Organiza?onalExpecta?ons
• Research&monitoring• Listeningtoownedmediachannels• Escalateconversa7onstoothers
InternalMetrics:numbersofemployeestrained::numberofemployeesblogginginternally
TrainingCurriculum
• BasicsofCommunityEngagement• Listening&MonitoringToolsandApps• IntendedUsesofSocialMedia• EngagementModel&Escala7on
Process• MetricsOverview
Addi?onalMaterial
• DesktopConversa7onalGuide• Linkstoownedmediasocialmediachannels
• Listofindustryinfluencers• SocialPostSugges7ons
ExternalMetrics:shareofvoice::communitygrowth::aggregatedreachandimpressions::numberofcustomerproblemssolved
Organiza?onalExpecta?ons
• Frequenttwee7ngandretwee7ng;respondingtocommentson/offofenterpriseownedmediachannels
• Respondingtocustomersupportissuesandescala7ngtoappropriatechannels
• Basiccommunitymanagement
• Advancedtac7csofCommunityEngagementandManagement
• Leveragingsearchtocreatesocialcontentforblogs
• Metricsdeepdive–understandingmetricsandmakingdatadrivendecisions
• AdvancedtrainingonsocialtoolsandtechnologieslikeRadian6,MeltwaterBuzz,Sprinklr,Shoutlet,CoTweet,andotherpublishing/listeningplaoorms
• Trainthetrainer
TrainingCurriculum
• Frequentblogging,twee7ngandrespondingtocommentson/offofenterpriseownedmediachannels
• Solvingcustomersupportissuesonandoffenterpriseownedmediachannels
• Mentoringandtrainingwhiteandbluebelts;teambrownbags
• Speakingatconferences• Par7cipateinandaPendbi‐weeklysocialmediaintegra7onsforums
Organiza?onalExpecta?ons
Frompar7cipa7ontocompleteownership
• Establishingameasurementframeworkismoreaboutensuringthatallstakeholdersagreeonsocialmediameasurement;andthatitsmeasuredconsistentlyacrosstheorganiza7on.
FinancialImpactMetrics
ROI Thesemetricsmeasuretheamountofmoneyinvestedonaprogramorini7a7veandtheamountofmoneyreceivedfromthatsameprogram.
Paid,Earned,OwnedMediaValue
Paid,earned,andownedmediavalueisdefinedasthemonetaryvalueofimpressionsdeliveredfromdifferentmarke7ngchannelsandassigninganequivalentcostperthousandimpressions(CPM)thatacompanyiswillingtopay(orhaspaid)forthoseimpressions.
PurchaseFunnelMetrics
Specificmetricscanbedefinedateachphaseofthepurchasefunnel–Awareness,Considera7on,Preference,Purchase,Advocacy.Oneexampleis:• Awareness=Totaladsservedorimpressions• Considera7on=Totalclicksonad• Preference=Numberofuserswhoengagedwithbrandedcontent,blogcomments• Purchase=Numberofuserswhopurchased• Advocacy=Numberofuserswhojoinedacommunity
Non‐FinancialImpactMetrics
CommunityHealth‐Growth
•Communitymembership&MTMgrowth•Contentviewsanddownloads•ContentorchannelRSSsubscrip7ons•Uniquevisitorsandpageviews
CommunityHealth‐Membership
•Customerreten7on•Customersa7sfac7onscores(CSAT)•Customerloyaltyscores•Overallsen7mentwithinthecommunity
CommunityHealth–Engagement
•Likes,shares,andcomments•TwiPer@repliesand@men7ons,Lists•YouTubecommentsandembeds•Blogcomments
ShareofVoice&Sen7ment
Shareofvoiceisacompanyorproduct’sconversa7onalweightexpressedasapercentageofadefinedtotalmarket.
Sen7mentisthecontextoftheconversa7ons.It’susuallycategorizedasposi7ve,nega7ve,orneutral.
It’slessabouthowtomeasuresocialmedia;moreaboutensuringthateveryoneisconsistentsays@britopian
…tweetablemoment
1. Organiza5onalleadershipmanda5ngthatinternalteamscollaborateacrossfunc7onalbusinessunits,geographies,productteamsandchannelpartners
2. CEOand/orexecu7veteamsusingsocialtechnologiestocommunicateexternallyandencouragingemployeestodothesame
3. SocialMedia“CenterofExcellence”teamsandSocialOrganiza7onModelsforming
4. Global/func7onalteamssharingbestprac5cesfrequently;organiza7onalsilosdie
5. Socialbehaviorsbecomeengrainedintheeverydayfabricofemployees’workflow
6. Socialbusinessbecomesaconsistentlineiteminmarke7ng,opera7onsandITbudgets
7. HumanResourcesadds“socialmedia”injobdescrip7onsandemployeesareheldaccountabletopar5cipate
PeopleOneindicatorofsocialbusinesstransforma7onisaconsistentbudgetlineitemforsocialmediasays@britopian
…tweetablemoment
100%ofallbookroyal7esarebeingdonatedtoNotForSale
8. Governancemodelscreated,publishedandsharedacrosstheorganiza7oni.e.processfornewemployeestobetrainedtobesocialmediaprac55oners,escala7onprocesses,etc.
9. SocialMediaPoliciesandguidelinesco‐createdbyseniormanagementandemployees
10. Consistentsocialmediameasurementframeworkagreeduponandusedtomeasurebothinternalandexternalsocialini7a7ves
11. Workflowscreatedthatcollectexternalcustomerfeedbackandfilteredbacktotheproductorganiza7ons
ProcessOneindicatorofsocialbusinesstransforma7onareco‐createdsocialmediapoliciesandguidelinessays@britopian
…tweetablemoment
100%ofallbookroyal7esarebeingdonatedtoNotForSale
12. Internalcommuni7esandcollabora7onsystemsdeployedandbeingusedacrossfunc7onalbusinessunits–sales,marke7ng,customersupport,supplychainmanagement
13. Collabora7onhappenswithininternalcommuni7esmoresothaninemailorconferencecalls
14. SocialCRMcapabili7es,applica7onsandsystemsbecomeapriorityinmanagementanddeployment
15. ITloosensupfirewallrestric5ons(bandwidth,IPblocking)ofsocialmediausagefrombehindthefirewall
TechnologyOneindicatorofsocialbusinesstransforma7oniswhencollabora7onbecomesapriority@britopian
…tweetablemoment
100%ofallbookroyal7esarebeingdonatedtoNotForSale
Thesocialbusinesschangeagentcanbeanyoneintheorganiza7onthatisinspiringanddrivechange@britopian
…tweetablemoment
100%ofallbookroyal7esarebeingdonatedtoNotForSale
isresponsiblefor… shouldunderstand…
educa7ngothersaboutsocialbusinessincludingbutnotlimitedtoseniorexecu7ves,employees,partners,andcustomers
socialmedia–intermsofbeinganecessaryimpera7veforanorganiza7ontoaddressandsuccessfullyinteractwiththesocialcustomer
facilita7ngcollabora7onacrossjobfunc7ons,teams,businessunitsandgeographies
businessbasicssuchasopera7ons,humanresources,customerssupport,finance,etc.
makingstrategicrecommenda7onsonwhattype(s)ofsocialtechnologiestodeploy
socialtechnologiessuchascollabora7onandcommunityrelatedsowwareapplica7ons
crea7ng,distribu7ngandmanagingvariousgovernancemodels(i.e.socialmediapolicies,crisiscommunica7ons,andfeedbackworkflows)
communitymanagement,marke7ngstrategy,measurementi.e.paid,earnedandownedmedia
askingformorebudgeteveryquarter thebrand,it’sproductsandservices
persuadingthec‐suitethatsocialbusinessshouldbeastrategicpriorityandcomeequippedwithcasestudiesandmodels
thebasicsofchangemanagement,culture,communica7on,collabora7onandemployeecommunica7ons/engagement
demonstra7ngbusinessvalueofasocialorganiza7onhowtoar7culatechangetoemployeesatalllevelsintheorganiza7on
100%ofallroyal?esarebeingdonatedtoNotForSaleCampaign!
HTTP://WWW.NOTFORSALECAMPAIGN.ORG/