The Social Facade
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Transcript of The Social Facade
The Social FaçadeIntegrating Social Media into
Internal Processes and Culture
Richard HughesDirector of Social Strategy
[email protected]@_richardhughes
www.broadvision.comenterprisinglysocial.com
Is your social media strategy disguising the
type of organization you really are?
Happy on the outside…
…crying on the inside
Stuck with the same old anti-social working practices
What is Social CRM?
“Social CRM is a philosophy and a business strategy, supported by a
technology platform, business rules, processes and social characteristics,
designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a
trusted and transparent business environment.”
It is the company's programmatic response to the customer's control of
the conversation.”
Paul Greenberg
“It's one thing to read about your company, but when a customer can associate it with an actual person,
it creates a deeper, more meaningful connection to the
brand”Tony Hsieh
Poll
Are the social business projects in your organisation
External-facing
Internal-facing
Separate external
and internal
Integrated external
and internal
Three main types of social network
Public social network
Social extranet (customer community)
Social intranet
Three main types of social network
Public social network
Social extranet
Social intranet
• Great place for making contact
• Not so great for productive conversations
Three main types of social network
Public social network
Social extranet
Social intranet
• A better place for deeper engagement with customers
• Easier for customers to help each other
Three main types of social network
Public social network
Social extranet
Social intranet
• Connects employees to each other
• Enables better knowledge sharing throughout the organisation
Channel mismatch
Integrated social business strategy
Public social network
Social extranet
Social intranet
Engage in the right place
Public social network
Engage in the right place
Social extranet
Product support community
Peer-to-peer support
Issue resolution
CRM integration
B2B post-sale account management
Engage in the right place
Social intranet
Knowledge sharing
Project Collaboration
Social media integration
Customer service
Customer service escalations
Issue resolution
Social business benefits
• faster access to knowledge (74%)• reduced communication costs
(58%)• faster access to internal experts (51%)
For internal purposes:
• increased marketing effectiveness (69%)• increased customer satisfaction (47%)• reduced marketing costs (43%)
For customer purposes:
• faster access to knowledge (65%)• reduced communication costs
(61%)• Faster access to external experts (50%)
For partner or supplier
purposes:
“How Social Technologies are Extending the Organization,” McKinsey Quarterly, November 2011.
From a 2011 McKinsey Quarterly survey of 4,261 enterprise executives using social technologies:
McKinsey Global Institute• 25% less time spent on
emails• 35% less time spent
searching for information• 20-25% improvement in
knowledge worker productivity
“Social networking could contribute between $900 billion and $1.3 trillion in annual value in just four industry sectors […] 2X potential value from better
enterprise communication and collaboration compared with other social technology benefits”
“Too often, companies implement social software without clear business objectives
or a strategy for making an impact on organizational performance. These efforts typically fail.”
Deloitte Center for the Edge, March 2011
When ESNs are first deployed, they are usually greeted with a strong level of interest. But the lack of commonality and connections between
far-flung participants sometimes resulted in less and less participation.
We also found that the reality of everyday work pushed ESN use to the side, causing people to pull away from their ESN activities and return back to their original work and communication patterns.
Charlene LiMaking the Business Case for Enterprise Social Networking, Feb 2012
EnterpriseSocial
Network
“Reality Of Everyday Work”
Where Real Work Gets Done
5 tips for successful implementation
Choose specific business processes to implement
Gain senior management approval
Align with external-facing social strategy
Measure success throughout the project
Recognise that cultural change will be the biggest challenge
Integrated social business strategyPublic social network
Connect with customersResolve simple issues
Social extranetDeeper, more focused
engagement
Social intranetShare knowledgeRespond better
Questions?
www.clearvale.com