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The Shift To Social Business: University of Nevada, Reno
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Transcript of The Shift To Social Business: University of Nevada, Reno
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
• 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
• 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
[email protected]@BRITOPIAN ON TWITTERHTTP://WWW.BRITOPIAN.COM