Social Business & Online Influence

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM

Being Social

Social Media vs Social Business

Social Business Maturity

Influence: A Hallmark Of Maturity

Your Social Business Toolkit

Social Business Maturity Calculator
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

Today Is
IS NOTOT
a starting point prescriptive
exploratory definitive
pragmatic evangelical
questions answers
a journey a destination

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

“To find something comparable, you have to go
The Impact of Social Media?the birth of
back 500 years to the printing press,
mass media… Technology is shifting power away
from the editors, the publishers, the
establishment, the media elite. Now it’s the
people who are taking control.”
Rupert Murdoch

A social business is a business
consciously designed around
social consumers and social
tools as a dynamic response to
a changed commercial
landscape and the proliferation
of the social web.
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM Inspira(on:
Brian
Solis,
jeremiah
Owyang,
David
Armano

Social

Tools

Social

Consumer

Social
Business

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

Source:
Brian
Solis
&
JESS3,
2010

The Challenge & The Opportunity
Businesses Consumers
Push Pull
Passive Active
Static Mobile
Detached Immediate
Consumption Interaction
Monologue Dialogue
Control Collaboration
Interruption Participation
Delivering a message Being part of a conversation
Database Community

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

Successful businesses will be more like
Dale Carnegie and less like Mad Men

Listen first, Sell second

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM Source:
Socialnomics

Socialised Media has…
1.  Rewired the processes by which consumers share experiences,
expertise and opinions.

2.  Broadened the channels available to consumers who seek
information.

3.  Changed how companies approach markets.

4.  Altered how companies develop products.

5.  Remodeled the process by which companies connect with and
show appreciation for their customers.
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
WWW.BLOOMSOCIALBUSINESS.COM Inspired
By
Engage,
Brian
Solis,
Sept
2010

Strategy + Tactics
Integrity, authenticity and sustainability are the
hallmarks of a successful social business.

Short term tactical solutions may provide an initial spike
in interest and engagement but it is those organisations
with a long-term sustainable approach, who walk the
talk from the inside out that achieve long-term
commercial results.

Success with the Social Web
“To be successful using social technologies, companies must
first prepare and align internal roles, processes, policies
and stakeholders with their business objectives. Social
business is a profound change that impacts all
departments in the organization.”

Source:
Jeremiah
Owyang,
Al(meter

Being Social Research
40+ top global social companies have
participated:

-  Online survey
-  Face to face interviews
-  Telephone/skype interviews

The overwhelming finding?

Source:
Being
Social
Study,
May
2012,
Digital
Training
Company

Being Social Research
40+
top
global
social
companies
have

par(cipated:

-‐ 
Online
survey

-‐ 
Face
to
face
interviews

-‐ 
Telephone/skype
interviews

The
overwhelming
ﬁnding?

What happens internally is as important as
what happens externally
Source:
Being
Social
Study,
May
2012

Digital
Training
Company

NINETY-EIGHT
The percentage of companies who considered
themselves successful or very successful at
using social media to deliver upon their
objectives and had developed an internal social
media strategy that encompassed more than
three of the below activities:

•  Creation of Social Media policy & guidelines
•  Change to business structure
•  Change to company culture
•  Investment in resources – people,
technology
•  Internal communication/engagement
•  Development of social media capabilities e.g.
training

Source:
Being
Social
Study,
May
2012,
Digital
Training
Company

SEVENTY-SEVEN

The percentage of companies who considered
themselves less successful or unsuccessful at
using social media who had not developed an
internal social media strategy.

Source:
Being
Social
Study,
May
2012,
Digital
Training
Company

Doing Social Being social

"   65% of the world’s top "   Only 22% of businesses have a
companies have an active
Twitter profile dedicated social media manager

"   90% of marketers use social "   Only 10% of marketers are
media channels for business, actively monitoring social media
with 93% of these rating social
tools as “important” ROI

"   43% of marketers have noticed "   The average time spent by
an improvement in sales due to marketers on social media is
social campaigns
1-5hrs per week for those just
getting started and 6+ hours per
week for those with 3+ years of
experience

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
May
2012
The
Social
Skinny

It is time to STOP treating
social media as a silo, an add
on, a piece of marketing,
something to do when
business is quiet, something to
throw at the intern, something
of a novelty…

Stop DOING social media

…Start BEING Social!

Being Social

Social
Media
vs
Social
Business

Social
Business
Maturity

Inﬂuence:
A
Hallmark
Of
Maturity

Your
Social
Business
Toolkit

Social
Business
Maturity
Calculator

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

Q. Why does social
business maturity
matter?

Q. Why does social
business maturity
matter?
A. Because it has a
direct effect on
your bottom line

Why Is Social Business Maturity Important?

"   91% of experienced social marketers see improved website traffic
due to social media campaigns and 79% are generating more
quality leads

"   47% of customers are somewhat likely to purchase from a brand
that they follow or like

"   72% of marketers who have worked in social media for three or more
years said that they saw a boost in turnover due to social channels

The longer you’re working in it the better you get at it

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
May
2012
The
Social
Skinny

Social Business Maturity As A Strategic Tool

Benchmark Analyse
•  Internal departments •  Audit
•  Competitors •  SWOT Analysis
•  Out-of-sector •  Gap Analysis

Create A Roadmap Key Performance
•  Inform direction of travel Indicators
•  Realistic step by step activities •  Link objectives back to business
•  Timeframes •  Track progress
•  Optimise activities

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

BLOOM Social Business Maturity Framework

2

0

1

3

4

5

Campaign

Inac(ve
Experimental
Formalised
Mature
Trail-‐Blazing

Driven

We
have
a
We
have
a

We
have
a
formalised
formalised

number
of
We
have
a

holis(c
programme

tac(cal
formalised

programme
and
long
term

We
do
not
We
are
mostly
ac(va(ons
in
programme

encompassing
strategy,

have
a
experimen(ng
place
which
and
long
term

mul(ple
across
the

programme
with
social
are
largely
strategy,

business
WHOLE

yet.
media.
campaign,
across
MOST

func(ons
that
company
and

event
or
of
the

is
part
of
an
are
trail-‐
plaYorm
company.

overall
blazing
in
our

driven.

strategy.
sector.

BASIC
ADVANCED

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

External & Internal Evaluation Criteria

EXTERNAL MATURITY INTERNAL MATURITY
Activity Programme
Insight Leadership
Expenditure Organisational Model
Impact Culture
Presence Employees
Sentiment Head Count
Engagement Budget
Influence Governance
Conversation Education
Content Tools & Technology
Community Suppliers
Competitors Measurement

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE
Source:
BLOOM
Worldwide
External
Social
Media
Audit

Wiggle Social Business Maturity Study

Headline stats:

"   208,754 facebook likes
"   1.3% facebook activity
"   18,231 twitter

"   3.2 BLOOM score
"   Between formalised, on road to mature
followers
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

Halfords Social Business Maturity Study
Headline Stats:

"  7,008 facebook fans
"  0.8% facebook activity
"  7,420 twitter followers

"  1.8 BLOOM score
"  Between experimental and campaign driven
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

Why a social influence programme is
important for social business

An influence programme cost-effectively delivers
social business scale

Increases
Extends Deepens Provides an
credibility & Illicits action Mitigates risk
reach engagement infrastructure
authority

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

BLOOM’s influence programme principals

Influencers exist inside your organisation as well as outside

There are different types of influencer

Different types of influencer can help you reach different goals

Influence is relative – it’s not all about popularity

Tools and scores have their uses, but human analysis really matters

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

Influencers exist inside your organisation as well as outside

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE


AMPLIFIERS AUTHORITIES

ADVOCATES ASSETS
@JAYCOOPERTWEETS
@BLOOMWORLDWIDE


High popularity
Extensive reach

Connected

AMPLIFIERS High impact

For example…
Brand awareness
Word of mouth
Brand lift

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE


Specialists
Personal
experience

Respected in
their field
Topical
AUTHORITIES relevance

For example…
Inspiring action (signups/referrals)
Driving sales
Sentiment shift

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE


Brand
champions
Ambassadors

Regularly
promote and
recommend
Impacts brand
ADVOCATES reputation

For example…
Brand advocacy
Community development
Endorsements

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE


People you want
to influence
directly Potential leads

Niche interests
Key decision
ASSETS makers

For example…
Lead generation
Sales/referrals
Demonstrating thought leadership

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

Different types of influencer can help you reach different goals

Influencer type
Intended outcome examples
AMPLIFIER AUTHORITY ADVOCATE ASSET
Brand awareness
Word of mouth
Advocacy
Sales
Sentiment shift
Community development
Thought leadership
Signups
Brand lift
Endorsements

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

Influence is relative – it’s not all about popularity

AMPLIFIERS

ADVOCATES

POPULARITY

BRAND
RELEVANCE

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

Tools and scores have their uses, but human analysis really matters

What
topics

does
this

person
talk
Brand

about?
sen<ment?

Relevance

score?

Internal?

External?

Scoring
across
relevant

plaYorms

= Human analysts

= Tools
BLOOM
INFLUENCER
CATEGORISATION
AND
SCORING
METHODOLOGY

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

5 things you can started on right
away

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

#1
Write
a
plan


#2
Learn
how
to
listen

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

#3
Build
community
rela(onships

through
your
content

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

#4
know
what
you
are
measuring
and

why
you
are
measuring
it

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

#5
Socialise
your
culture,
not
your

technology


www.bloomsocialbusiness.com

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

Enjoy the rest of the
conference

#oiconf

Jay Cooper
@jaycoopertweets
@bloomworldwide
www.bloomsocialbusiness.com

@JAYCOOPERTWEETS
@BLOOMWORLDWIDE

Social Business & Online Influence

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