Social Business.

Social Business.Is not about social media.

Social Business.Is not about social media.Not even about marketing.

SOCIAL BUSINESS IS ABOUT PRODUCING OUTCOMES THAT MATTER TO THE BUSINESS…

… through people.

Ad overload

This is our world today.

Ad overload Channel overload

Source : Qmee

This is our world today.

Changing Buying BehaviorAd overload Channel overload

Source : Qmee

This is our world today.

BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFOREREACHING OUT TO VENDORS

SiriusDecisions

The buyer, today

Aware of the problem

Search for solutions

Consider solutions

Build preference

Buy the product

THIS IS HOW THEY WAIT…

The seller

Inspire & attract

Educate & inform

Direct to solutions

Build trust

Persuade

The buyer, today

Aware of the problem

Search for solutions

Consider solutions

Build preference

Buy the product

THIS IS HOW THEY WAIT…

The seller

Inspire & attract

Educate & inform

Direct to solutions

Build trust

Persuade

The buyer, today

Aware of the problem

Search for solutions

Consider solutions

Build preference

Buy the product

research

THIS IS HOW THEY WAIT…

The seller

Inspire & attract

Educate & inform

Direct to solutions

Build trust

Persuade

first contact

The buyer, today

Aware of the problem

Search for solutions

Consider solutions

Build preference

Buy the product

research

THIS IS HOW THEY WAIT…

THE END GOAL ISN’T A PURCHASE ACTION ANYMORE.

THE NEW END-GOAL IS TRUST.

IN A SOCIAL BUSINESS, BUILDING TRUST IS DONE BY

EMPLOYEES.

Customers and partners

Marketing Sales Production & Logistics

Customer Service

>>> TRUST & INTEREST <<<

Answer questions & business issues

(with products and content)

EMPLOYEES

BUILD

TRUST

…

…by answering questions to technical, personal or business issues

• Click to edit text• Second level

• Third level

• Fourth level

• Fifth level

So.

• Click to edit text• Second level

• Third level

• Fourth level

• Fifth level

So.Trust is built through content.

• Click to edit text• Second level

• Third level

• Fourth level

• Fifth level

So.Trust is built through content.And through social interactions.

• Click to edit text• Second level

• Third level

• Fourth level

• Fifth level

So.Trust is built through content.And through social interactions.

Employees breathe life into that content.

• Click to edit text• Second level

• Third level

• Fourth level

• Fifth level

So.Trust is built through content.And through social interactions.

Employees breathe life into that content.

Without employees, everything falls…

• Click to edit text• Second level

• Third level

• Fourth level

• Fifth level

So.Trust is built through content.And through social interactions.

Employees breathe life into that content.

Without employees, everything falls… flat.

• Click to edit text• Second level

• Third level

• Fourth level

• Fifth level

FLAT.

SO,

SO,

START CREATING A CULTURE

SO,

START CREATING A CULTURE

OF EDUCATION AND SHARING,

SO,

START CREATING A CULTURE

OF EDUCATION AND SHARING,

INTERNALLY AND EXTERNALLY.

TRAIN EMPLOYEES ON NEW ROLES

AND RESPONSIBILITIES

• Evangelization

• Content creation & amplification

• Social media and escalation mechanisms

• New roles, processes and governance

DEVELOP NEW PROCESSES TO LISTEN AND ANSWER TO CUSTOMERS

NEW PROCESSES TO

“LISTEN” AND “ANSWER

LISTEN

ANSWERS

EDITORIAL PLAN

CREATION PROJECT MGMT

PUBLISH & PROMOTE

CONVERSATION MGMT

MEASURE

Business Objectives

Marketing Strategy

Brand DNA

Roadmap

SOCIAL MEDIA STRATEGY

“themes”

Content MarketingStrategy

Content Strategy

© HappiFish

CREATE YOUR

ANSWERING TEAM

2 TYPES

OF

CONTENT

A-team

Orchestrated & plannedcontent

2 TYPES

OF

CONTENT

Employee community A-team

Orchestrated & plannedcontent

Peer to Peercontent

300 employees150 contacts first degree

22.500 second degree

USE THE POWER OF EMPLOYEE

CONTENT AMPLIFICATION

300 employees150 contacts first degree

22.500 second degree

USE THE POWER OF EMPLOYEE

CONTENT AMPLIFICATION

300 employees150 contacts first degree

22.500 second degree

45.000 first degree6,7M second degree

USE THE POWER OF EMPLOYEE

CONTENT AMPLIFICATION

LET’S LOOK AT

BEST PRACTICES FROM IBM, ADOBE,

DELLProgram IBM Adobe Dell

Social policy X X X

Employee enablement • Digital IBMer knowledge hub• Opt-in programs with

rewards• Trainings with certificates &

perks

• Basic, intermediate & advanced training• Certification• Online and quarterly• Badges• Sharing master ontent calendars• Sharing weekly summary of content

highlights• Adobe social platform• DL emails with sample tweets

SMaC University interactivecourses (mandatory and optional)SalesForce chatter Certification, badges & rewardsOutside expert presentationsEmployee “unconferences”

Culture programs • Online “Jam” Events• Hackatons• Technology adoption

program• Forward thinker program• IBM Select• Client executive engagement

• Centre of excellence• Forums for best practice sharing• External social media experts presenting• Opt-in based objectives• Social council• “Ask a pro” session

SMaRT initiativesCustomer advistory panel daysSocial Think TanksSocial outreach servicesSMaC Champions

Mentoring • Social selling champions program

• Social buddy program• Follow the leader program

Influencer program • Smarter planet• Citizen IBM• IBM Research• Midsize Insider

• Process to communicate with internal Adobe evangelists and bloggers

Dell Rockstar programSocial listening command centre

Too much to read, isn’t it ?

Let’s see.

Let’s see.What have they done in common?

Let’s see.What have they done in common?What is it that made them a social business?

Let’s see.What have they done in common?What is it that made them a social business?

And what can a smaller company learn from it?

THIS IS WHAT YOU CAN LEARN…

Employee enablement toolsSocial policyTraining programsGamification – certificates & perksIncentivation – course credit, recognition and other rewards

THIS…

Employee enablement toolsSocial policyTraining programsGamification – certificates & perksIncentivation – course credit, recognition and other rewards

Give clear objectivesEnthusiastic employees after training, but often hesitant to go social.Once one particular objective has been reached, the employee moves to a new task

THIS…

Let progress come organicallyFind the internal and external platforms that fit best

AND THIS…

Let progress come organicallyFind the internal and external platforms that fit best

Take a multi-lateral approachBoth “bottom’s up” and a “top-down” approachEmployees drive the changeExecutive leadership validates providing greater resources and rewards

AND THIS…

Let progress come organicallyFind the internal and external platforms that fit best

Take a multi-lateral approachBoth “bottom’s up” and a “top-down” approachEmployees drive the changeExecutive leadership validates providing greater resources and rewards

Don’t boil the ocean - Build change into processFocus on small, reachable goals, re-evaluate constantly, and work toward larger goals

AND THIS…

Want more practical details ?

Check out this blog post

• Only corporate cultures rooted in trust can do this

• Enrich your culture - content, sharing and social

• Connect “peers to peers” – train, facilitate, remove barriers

• Key team with power – involvement

• Communicate the vision & show success

KEY

SUCCESS

CRITERIA

www.happifish.be

We are HappiFish. From Belgium. (You know, the land of chocolate and beer?)

We help companies to create marketing that people actually want.

Because we believe marketing should be relevant to customers.

www.happifish.be

P.S. We slaved all day over this Powerpoint, for You. If you like this presentation, why not returning the favor by visiting our site and check out what we do?

GET IN

TOUCH

www.b2bmarketingexperiences.com

be.linkedin.com/in/tomdebaere

slideshare.net/tomdebaere

twitter.com/tomdebaere