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How to Make the LeapFrom Social Media to Social Business

Bernie Borges@bernieborges

@bernieborges

@bernieborges

@bernieborges

@bernieborges

@bernieborges

@bernieborges

@bernieborges

About Bernie BorgesCEO of Find and Convert

Host Social Business Engine Podcast

Author / Blogger

Educator

Conference Speaker

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TopicsDefinition of Social Business

Data Points

Social Business in Action

Action Plan

Five Pillars of a Social Business

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Definition

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What is a Social Business?A social business embraces the culture and technology of social media for strategic business applications. It understands that employees across the organization should contribute to brand excellence, through external and internal engagement.

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What is a Social Business?A social business embraces the culture and technology of digital communications for strategic business applications. It understands that employees across the organization should contribute to brand excellence, through external and internal engagement.

Why Become a Social Business?

Customers’ expectations have changed….

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Social Business is a Journey

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Data Points to Consider

IBM 2012 Global CEO Study

http://public.dhe.ibm.com/common/ssi/ecm/en/gbe03486usen/GBE03486USEN.PDF

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2013 Social Business Study

http://deloitte.wsj.com/cio/files/2013/07/Social-business-infographic.pdf

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http://www.slideshare.net/Altimeter/slides-the-state/1

2014 Social Business Study

@bernieborgeshttp://dupress.com/articles/digital-transformation-strategy-digitally-mature/?id=gx:2el:3dc:dup1213:eng:cons:

2014 Social Business Study

@bernieborgeshttp://dupress.com/articles/digital-transformation-strategy-digitally-mature/?id=gx:2el:3dc:dup1213:eng:cons:

2013 Social Business Study

http://deloitte.wsj.com/cio/files/2013/07/Social-business-infographic.pdf

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IBM 2014 Social Study

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http://www.ibm.com/smarterplanet/us/en/centerforappliedinsights/article/social_insights.html

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Five Pillars of a Social Business

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5 Pillars of a Social BusinessC Suite Gets It

Marketing is Not a Department

Employee Branding is Embraced

Investment in Social Technology

Data Driven Marketing Mindset

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Social Media to Social Business

Fans

Followers

Likes

Retweets

Shares

Shoutouts

Buzz

Talent Recruitment

Employee CollaborationProcess Improvement

Market Feedback

Customer Service

Customer Acquisition

Launch New Initiatives

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Social Business in Action

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C-Suite Gets It

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C-Suite Gets It

• Share success stories from other executive level professionals.

• Creating / sharing online educational resources.

• Use case studies to prove the worth of new social tactics.

• Suggested running a pilot to get started.

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C-Suite Gets It

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C-Suite Gets It• The focus of TechBeacon is to

give HP Software’s customers an online learn hub.

• One month doing research to prepare and receive executive approval.

• Multiple presentations to various business units and functions before getting approval.

• TechBeacon is receiving• 60,000 views per month• 170 articles in three

months• Averaging 105 social

shares per article.• 132 contributors

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Marketing is Not a Department

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Marketing is Not a Department

• Discover experiences a direct impact through social customer service.

• Customer experience is the new marketing.

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Marketing is Not a Department

• Discover’s “first tweet resolution” answers a question on the first tweet with intent to resolve to issue.

• By handling a negative situation on social media Discover turned the engagement into a new customer.

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Marketing is Not a Department

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Marketing is Not a Department

• The Marines’ recruitment strategy includes telling their story on social media.

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Marketing is Not a Department

• Visual story telling on social media.

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Employee Branding is Embraced

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Employee Branding is Embraced

• The involvement of astronauts and other employees in social media.

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Employee Branding is Embraced

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Employee Branding is Embraced

• Having 500 social media accounts allows for the story to be told for individual projects/missions.

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Employee Branding is Embraced

“Social media is not just a way to connect people behind a two-dimensional screen, but it’s a way to get real human

beings involved.”   

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Employee Branding is Embraced

“Social media is not just a way to connect people behind a two-dimensional screen, but it’s a way to get real human

beings involved.”   

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Employee Branding is Embraced

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Employee Branding is Embraced

“Social media is not just a way to connect people behind a two-dimensional screen, but it’s a way to get real human

beings involved.”   

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Employee Branding is Embraced

“Social media is not just a way to connect people behind a two-dimensional screen, but it’s a way to get real human

beings involved.”   

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Employee Branding is Embraced

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Employee Branding is Embraced

• Rick convinced the engineers at Indium Corporation to contribute blog content.

• Being transparent and authentic humanizes their blog and gains their customer’s trust.Slide courtesy of Rick Short (@RickShort21), Indium Corporation

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Employee Branding is Embraced

Slide courtesy of Rick Short (@RickShort21), Indium Corporation

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Employee Branding is Embraced

Slide courtesy of Rick Short (@RickShort21), Indium Corporation

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Investment in Social Technology

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Investment in Social Technology

• Groupon deploys 7,000 custom messages per week in 21 languages across 47 countries throughout all their social media channels through social technology.

• Social strategy on message control and being a measurable arm of the company.

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Investment in Social Technology

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Investment in Social Technology

• Build excitement and gain new customers with “social proof.”

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Investment in Social Technology

• Customer-service cost deflection potential of a branded online community.

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Data Driven Marketing Mindset

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Data Driven Marketing Mindset

• Dell’s 5 point social media policy.

• Employee training, Social Media and Community (SMaC) University.

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Data Driven Marketing Mindset

• Measure the business impact of employees’ social influence.

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All 5 Pillars of a Social Business

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Data Driven Marketing Mindset

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Data Driven Marketing Mindset

http://socialvengers.com

• Gamified SocialVengers recruiting program encourages fun competition.

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Data Driven Marketing Mindset

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Data Driven Marketing Mindset

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Action Plan

Why Become a Social Business

Consider these compelling business reasons to make the

transition from a social media marketing mindset to a social

business.• To humanize your products, services, and

employees.

• Foster internal and external collaboration through

social tools and platforms.

• To deliver better customer service.

• To improve sales cycles.

• To create thought leadership value in your

industry.

• To better meet customer’s expectations.

• To attract and retain talent.While social business is a journey, success is not an

overnight process. It’s important to focus on how the culture and technology of social can make a business better, and how people are at the center of it starting in the C-Suite.

Then take steps to make the transition a reality.@bernieborges

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An organization of any size can use this framework when making the transition from social media to social business.

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01 C-Suite Support• Have a Plan.• Foster a Culture of Transparency.• Uphold a Service Mindset.• Build on the Collaboration Mindset.• Cultivate a Content Mindset!

02 Marketing is not a department• Source Content from within your

company. Have subject matter experts contribute knowledge.

• Everyone should be involved in marketing. HR, sales, customer service, even the C-Suite should contribute.

03 Employee Branding is Embraced

• Provide Governance and Training on social media to give employees a sense of guidance while developing advocates for your brand.

04 Investment in Social Technology• Be willing to allocate

budget on social software and tools for productivity gains.

05 Data Driven Mindset• Stay up to date with the market trends,

customer comments, employee engagement, competitors, etc.

• Utilize metrics to analyze activities that support business goals and to enable decision making. @bernieborge

s

When it comes to crafting new policies and guidelines for areas of the business touched by

the social aspect...

Everyone must be on board.

In order for social collaboration to work, its ideals and options need to be embraced by everyone.

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How to Make the LeapFrom Social Media to Social Business

Bernie Borges

@bernieborges

@bernieborges

http://bit.ly/sm-to-sb

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Thank You!

bernie@findandconvert.comhttps://www.linkedin.com/in/bernieborgeshttps://twitter.com/bernieborges http://www.findandconvert.com/ http://www.socialbusinessengine.com/