The Trials and Tribulations of the Social Business
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Transcript of The Trials and Tribulations of the Social Business
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The Trials and Tribulations of the Social Business
@brandjoe
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Social Media Framework
Listening
Relationships
Innovation &
Optimisation
Paid MediaThe Social Business
Content
Content
Metrics
Metrics
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What is a social business?
Website
Home
Frontier
Outpost Facebook
Blog
Slideshare
Frontline
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Why social business
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Why social business
Productivity
Visible experts
Innovation (identify expertise)
Removing the Silo’s
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Why it fails
Managers go into social business with unclear objectives.
Initiatives start as pilots then fizzle out due to modest participation.
Companies expect social initiatives, even pilots, to deliver a financial return on investment.
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When it succeeds
21% Jump in profits in the fourth quarter
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Creating a Social Business
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Culture
Organisational Structure
Training | Technology
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Culture
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Culture Changes
It must be embraced from the top, but it may start at the bottom
The crucial piece is you’ve got to be willing to embrace the flat
organization paradigm. If you are willing to embrace that, it’s a really
powerful tool
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Emotive Issues
Fear of loss of control
Overwhelming Options
Not the right fit
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What employees think
We’re all busy
No time to do more
Status phobia
What if someone disagrees
I hate my job
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Motivating employees
Social Influencers & Champions
Social Newbie
Social Adopters
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Building Community
Pre Community
or Chaos Phase
Emergence Phase
Vision Phase
Actualisation Phase
Internal or External Change
Limited sharing of resources
Little recognition or value
Gathering of people but ineffective co-operation
Planning for the day to day
Creating a vision and purpose
Following through with vision
Identifies community values
Reviews and Reflection
Integration
Innovation
Learning
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Values
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Carrot & Stick
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Social mediaForget this bit
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Policy v Guidelines
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Structure
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Most companies organise hub and spoke
Source: Altimeter
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ebay
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Adobe
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Technology
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Finding what’s right for you
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Identifying capabilities
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Technologies
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We SlackSharing and conversation
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We SlackBut social and fun too
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CoE & Training
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Building your CoE
Find your content stars and
those already engaged personally
Ask them to come and
help (part of your audit)
Create a workshop and invite them
alongIncentives
Create a unified Comms
point
Offline regular
gettogethers
Let the whole
business know
Invite the wider
audience
More contentMore Social activity
Create mentors
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Suggested Training Programs
Bite size content
More in-depth pieces focusing on Job function
Format/Delivery
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To Kick StartBusinesses like us in social
[The business] in social
chatter
What you can learn
How social has helped a
previous product launch
Finding and solving problems
Networking
Reach
Personal branding
Sentiment
Social followers are more
likely to…
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It’s working for IBM
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Incentivising staff
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Gaming and rewardDisplay staffs social influence
Staff are incentivised to improve influence
Prizes for most improved
Point scoring for taking part in training
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#turningheadswww.moi-global.com
@MOIglobal
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@brandjoe
Joe Edwards
Digital & Social Director
MOI Global