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From Social Media Champion to Change Agent

For technical help dial 866.229.3239 #NBSS

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Greetings and Housekeeping

This session is being recorded for you Ask questions via WebEx chat or on Twitter #NBSS Follow our conversation and guests:

Brian Solis - @briansolis Lisa Joy Rosner - @lisajoyrosner Host - @NetBase

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Today’s Speaker – Brian Solis

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Poll #1

How would you describe your job/role?

1. Social media professional 2. Public relations professional 3. Marketing professional 4. Market researcher 5. Business owner 6. Other

@briansolis

1. A new audience of connected customers is emerging and they are

becoming more influential than your business 2. The state of social media creates new touchpoints and expectations 3. The roles of the customer (and employees) are greater than the reach of

marketing 4. Without engagement, customer activity and shared experiences steers

conversations and actions and shapes reputation 5. The future of business takes a culture rich with employee empowerment

and customer-centricity (we are not there today)

The Top 5 Reasons for Transformation

DIGITAL DARWINISM IS THE EVOLUTION OF CONSUMER BEHAVIOR WHEN SOCIETY & TECHNOLOGY EVOLVE FASTER THAN YOU

Business  leaders  shouldn’t  have  to  experience  a  revolution  from  customers…if  employees  care  enough,  the  Corporate  Spring  will  happen  

from within

Social media has started a revolution in how people connect, learn and communicate, and its effects cannot be undone.

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Poll #2

What is the biggest challenge you face today?

1. Skepticism at the executive level 2. Lack of awareness around benefits within the

company 3. Your own understanding of what's possible 4. Customer appreciation is generally missing 5. All of the above

Many follow, but very few lead.

Many compete to survive, but few compete for relevance.

Do we listen to our customers? Do we truly understand them?

Do we create experiences or do we simply react?

The  future  of  business  comes  down  to  one  word…change.

This is a new era that redefines everything.

An era of empowered consumers and employees.

Will we fall to natural selection or will we rise to lead the revolution?

This is our time to make business relevant.

Because people, after all, are everything…

The Path to Social Business Transformation Starts with You

It’s  time  to  consumer  change.  But  until  now,  we’ve  not  had  a  “change  manifesto”  – until  now.  Here’s  your  guide  to  be  a  change  agent.

We’ve  arrived  at  a  crossroads  and  we  need  to  make  a  decision  on  our  role driving change within the organization

Social Media Expert

Change Agent

Go your own way, We  will  follow…

IT TAKES

COURAGE THE CUSTOMER JOURNEY

The future of your business is defined through shared experiences…

The  “customer  voice”  is  expressed through shared experiences must be co-created. Without design or engagement, the collective of customer experiences become  the  “brand”  for  connected customers.

CUSTOMERS SEE

ONE BRAND NOT SILOS

Businesses are investing in social brands and not social businesses, customers see and feel the difference.

Anti- Social Business

Representative Customer

Engagement Elements

Customer Engagement

Brand Experience

The last mile of is paved through engagement and you are its engineer

The future of your business is defined through shared experiences…

Social  media  is  the  new  “normal”  – The choice we now face now is whether or not to initially invest in a social brand or social business

Social  Media’s  impact  on  the  organization  is  far  greater  than  our  view  of  it  today…

1. Marketing 2. Corporate Communications 3. Web/Digital 4. Social Media

Who  owns  social  media?  “The  People”  should  own  it,  but  instead,  marketing  has  already  siloed  social  media…it’s  time  to  spread  the  love.

The subtle, but overt nuances between a social brand and a social business Social Brand • Organized in a hub and spoke formation • Social media led by marketing department • All budget and resources are dedicated to

promotion and community building • Strategies are designed around

engagement metrics • Center of Excellence promotes training and

best practices against other companies that perform against engagement metrics

• Playbooks, guidelines, and guardrails are developed at a 101 level

• Engagement is executed in the form of conversations and content

Social Business • Organized in an extended hub and spoke

formation • Social media is led by a social media

taskforce of organizational stakeholders • Budget and resources are allocated at the

enterprise, LoB and functional level • Strategies are designed at every level, but

guided by a common vision • Center of excellence provides training for

101 and against desired outcomes at every level

• All materials are designed from the top-down to deliver a holistic presence

• Engagement is executed where conversations and content = ROI

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Poll #3

Where do you need the most help to lead the charge toward transformation?

1. Understanding of how to get an executive sponsor? 2. How to make the case that social media is bigger than

marketing? 3. How to approach potential stakeholders to create a

taskforce? 4. How to show the bigger vision for what's possible with social

media 5. All of the above

What are we trying to solve for?

• Customer Profile (Social media behavior) • Market Analysis (Understanding of social media activities in the industry) • Internal Audit (Capabilities, Expertise, Knowledge of current social media

initiatives) • Policies • Processes • Organizational Model (Support across the organization) • Strategy Roadmap • Social Media Education • Social Media Roles • Stakeholders • Internal Communication • Listening/Response (roles, processes and technology) • Program Measurement (roles, processes and technology)

Assess readiness to understand where your journey really begins

CMOs are reporting that they are under prepared to manage the impact of the connected consumer revolution

Source: IBM CMO Study 2011

CMOs are prioritizing new technology to increase engagement and improve customer relationships AND experiences

Measuring  technology’s  impact  on  business,  opportunities and customer experiences

Business Value

Customer Experience

Immediate Return

Long-term Yield Brand Lift

Sales Lift

Customer Value

CUSTOMERS

Vision Objectives Strategies

Culture Capabilities Execution

EMPLOYEES

PRODUCTS/ SERVICES

TECHNOLOGY

The Social Enterprise

The key is not to be afraid. The worst mistake you can make is to not try. This is your time to use your voice. We would love to be in a position to have to say no to too many ideas - Management

This  is  your  time…Fear,  risk,  uncertainty  are  off  the  table.   Your work is an investment in creating a test and learn culture.

ARAMARK set out to launch a social media marketing strategy, they focused on the development of a social business first

Understand that where you are with social media and where you need to be is separated only by your leadership and desired experiences and outcomes. This is where our adventure begins.

Thought Leadership Employee Advocacy

Demand Creation Sales/Referrals

Focus on Social Media Strategic Impact Areas

Reputation Management Influence Activity

Assess the roadblocks within the organization. Identify hurdles and obstacles. Develop an internal strategy and comms plan to rally the organization toward a social business.

A customer-centric business focuses on process, employees, philosophy and experiences. Social media become enablers.

Align social media with internal business objectives.

If  social  media  is  presented  as  an  independent  priority,  it’s  going to lose support every time. As an enabler, linked to priority business goals and objectives, however, it will gain sponsorship inside. Social media must always be an enabler of something.

The Social Business Code:

Identify your stakeholders and learn from them. Then create a stakeholder engagement program.

The Social Media Taskforce will work together to 1. Prioritize objectives 2. Define the vision 3. Assemble the team 4. Establish

governances 5. Provide training 6. Introduce metrics 7. Offer advice and

examples

Taskforce Hub

Sales

Finance

Research

LoBs

HR

Legal

Marketing

IT

A social business introduces social media to each relevant LoB and business function to better collaborate and engage with stakeholders

Develop an integrated strategy that empowers employees, defines their charter, and supports their engagement now and over time. What are the capabilities today and where do they need to be?

A social business strategy will span the entire organization. You will need a taskforce to help you make the transformation and break out of marketing

Thought Leadership

Service

Wisdom of Customers

Sales

Influence

Collaboration

R&D HR Enterprise

LoB Function

Think like the customer. Help internal teams  better  understand  who  they’re  trying to reach and what moves them. Bridge  the  customer  gap…

Six Qualities that Define Engagement

The Pillars of a Social Brand Consumers cited "feeling valued" as the most important element of brand engagement

Create a social media foundation to deliver an integrated brand experience. What  are  the  existing  capabilities,  what’s  needed to execute, and fill in the gaps with training, guidelines, guardrails, and a VISION, MISSION and PURPOSE

Assess your readiness to be a social business • Customer Profile (Social media behavior) • Market Analysis (Understanding of social media activities in the industry) • Internal Audit (Capabilities, Expertise, Knowledge of current social media

initiatives) • Policies • Processes • Organizational Model (Support across the organization) • Strategy Roadmap • Social Media Education • Social Media Roles • Stakeholders • Internal Communication • Listening/Response (roles, processes and technology) • Program Measurement (roles, processes and technology) • Intelligence (process to translate data into insights and take action)

Empowerment, Cross-Learning,

Measurement

Asset Inventory, Best Practice Sharing, Center of Excellence

Dedicated Team, Workflow, Crises Preparedness

Objectives, Policies, Education, Access

Holistic, Real-time Adaptive

Foundation

Safety

Formation

Enablement

Enlightenment

The Social Business Hierarchy of Needs

Inte

grat

ed

Brand Voice

Personal Voice

LOB

Foundation: Oneness

Front Line Voice

Filter for LOB messaging and benefits

Representative alignment

Unique voice for each business

Find your corporate voice and persona

Define a listening framework and a conversational workflow.

Listening Framework

Listening

Monitoring

Assessment

Engagement or Routing

Follow-up

Closure

Organizing

Benchmarking

Planning

Presentation

Collaboration Innovation Your Company

Conversational Workflow

Corporate Social

Local Community Manager

Mention

Marketing Intern

Qualified engagement Requires Attention Read only

Monitor for response

Acknowledge or Express gratitude

Positive

Negative

Engagement Community Mgr Engagement

Urgent

Escalate 2

Corporate Social

Executive Review

Manager Review

cc: VPs/Directors Corp Comm Escalate 1

Design and introduce meaningful and shareable experiences through content, commerce, and engagement programs.

Create a process for intelligence and strategy. Listening is not enough. This takes  technology,  “the  human  algorithm”  and a supporting process for workflow and action.

Intelligence

Insight

Ideation

Interaction

Influence The  5  I’s  of  Social Business

What’s  important  to  followers  of  Starbucks?

Where in the world are the most vocal Starbucks customers?

Findings  that  we  would  have  missed  with  monitoring…

@starbucks followers identify themselves as: enthusiasts,

geeks, addicts, junkies, creatives

Music, Food, Coffee, and Fashion are the most popular

areas of interest

@starbucks followers may favor dogs to cats 2 – 1

Students account for more than any single Professional

field

Best Practices: The Tenets of Transformation

• Identify the channels your stakeholders use to communicate, learn and share. • Study the true sentiment and experiences of those who represent threats and

opportunities. • Document themes, trends, gather the necessary data, and open yourself to input and

empathy. • Evaluate the best practices in how other similar organizations are successfully embracing

change. – Also study those who are failing to recognize opportunities.

• Conduct an internal and external audit to assess needs, readiness for change and surface the nuances necessary to create an action plan.

• Write your change manifesto to define the change you wish to see and demonstrate the upside of transformation to make the case to skeptics or the uninformed. – Ensure that your manifesto becomes a working strategy and plan...make it actionable.

• Seek an influential, executive-level sponsor who will champion your mission among decision makers.

Best Practices: The Tenets of Transformation • Organize a taskforce of authoritative or connected stakeholders to create a

centralized organization to take responsibility for leading the transformation. – This taskforce includes representatives from all functions, affected divisions, – and notable stakeholders – Assign responsibilities and milestones to your change management team... – make everyone accountable for delivering against the plan

• Define messages and the communication plan. – Shape the messages for each stakeholder group – Set expectations – Reduce fears and concerns – Inspire your stakeholders to make change scale and optimize transformation

• Activate all social channels that reach stakeholders to impart and earn relevance. – Communicate the vision, mission, and purpose – Convey empathy – Build awareness and demonstrate progress – Convert detractors – Recruit new stakeholders to extend reach

© 2011 Altimeter Group

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And  Now…A  Word  From  Our  Sponsor

Email: bpi@netbase.com for your free chart! First 50 That Qualify

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Thank you!

Q&A

Please post any questions to us in WebEx chat or Twitter #NBSS Connect with us on Twitter: @NetBase or @lisajoyrosner

Email: bpi@netbase.com

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The Big Picture of Social Analytics

Nathan Gilliatt

April 11, 2012-11am PT/2pm ET