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Beyond A Buzzword:
             Social Business Delivers
             Michael Brito
             SVP, Social Business
             @Britopian




@Britopian                              #GoToExplore
W
    E LIVE IN A MULTI-SCREEN
    ECONOMY
A
    TTENTION DEFICIT DISORDER
C
    OMMUNICATION HAS NO
    BOUNDARIES
E
    VERYONE HAS A VOICE, INFLUENTIAL
B   RANDS NEED TO START THINKING
    LIKE MEDIA COMPANIES
CORE BUSINESS OBJECTIVES REMAIN THE SAME
SOCIAL
THE BRIGHT & SHINY OBJECT CALLED ….




MEDIA
  @Britopian                          #GoToExplore
Social Media “Marketing” Has Caused
Internal Business Challenges

EMPLOYEES                               EXPANDING
Inappropriate use of social media       Social media programs globally




INTERNAL                                NON-EXISTENT
Confusion of roles & responsibilities   Governance models & Policies



INCONSISTENT                            DISJOINTED
Social media measurement practices      Content & Community Practices



OUTDATED                                TECHNOLOGY
Crisis communications models            Selection and adoption within the org




  @Britopian                                                                    #GoToExplore
WTF is Social Business Anyway?



“   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.




     @Britopian                                                     #GoToExplore
The Stakeholder Ecosystem Value
Creation Model

                        COLLABORATION                           COMMUNITY ENGAGEMENT
                    3   KNOWLEDGE SHARING                 2     CUSTOMER/SALES SUPPORT
                        SOCIAL ENABLEMENT                       CUSTOMER SATISFACTION

                            OPERATIONAL
                             EXCELLENCE




                                                                    SOCIAL BRAND
     INTERNAL                             THE SOCIAL BUSINESS                            EXTERNAL
      (employees)                                                                  (customers, partners, media)




                        PROCESS                                 SALES/REVENUE
                    4   IMPROVEMENT                       1     CUSTOMER ADVOCACY
                        PRODUCT INNOVATION                      PRODUCT FEEDBACK
                        EMPLOYEE ADVOCACY




 @Britopian                                                                                         #GoToExplore
Understanding The Social Brand Versus
Social Business
                                   Programs

                             Community Management
                                  Marketing
                               Customer Service
                                Communications
                                    Events
                                  Campaigns
                                   Advocacy
                                    Crisis




              SOCIAL BRAND                                 SOCIAL
                                RESULTS
                (External)                            BUSINESS(Internal)

                                     Training
                                     Process
                                  Collaboration
                               Organization Models
                             Research & Development
                              Policies & Guidelines
                               Knowledge Sharing
                                     Culture


                                 Infrastructure


 @Britopian                                                                #GoToExplore
Social Business Affects More Than
Just Marketing

                      Deeper levels of engagement with the social customer through
COMMUNICATIONS        consistent and relevant content; ability to scale operations
                      globally.


CUSTOMER SERVICE      The ability to solve customer problems quickly and efficiently.


                      Increased collaboration between sales professionals in the
SALES                 industry; robust social CRM platform and analytics


PRODUCT DEVELOPMENT   Product and process innovation using the collective intellect of the
                      community


HUMAN RESOURCES       Staffing & recruiting, employee engagement and empowerment


                      Bring products to market faster through increased collaboration
SUPPLY CHAIN          with partners in the supply chain




 @Britopian                                                                             #GoToExplore
Okay, Bullshit Aside, Now What?




 @Britopian                       #GoToExplore
The Establishment of A Social Media
    Center of Excellence
     EVALUATE                       ESTABLISH                                               OPERATIONALIZE
 THE SOCIAL LANDSCAPE              A CENTRALIZED TEAM                              THE SOCIAL BUSINESS CENTER OF EXCELLENCE




                                                          LISTEN                            PLAN                          ENGAGE
•     Conversation and         •    Identify the right
      sentiment analysis            teams, stakeholders   • Identify social listening and   • Create plan for employee    • Launch programs, events
•     Surveys, polls and            and employees           social CRM software               training                      and campaigns
      stakeholder              •                                                                                          • Manage internal
                                    Establish roles &     • Establish a social media        • Process and collaboration
      interviews
                                    responsibilities        listening center                  design                        collaboration and
•     Data mining from                                                                                                      communication projects
      internal communities     •    Achieve buy-in from   • Determine internal &            • Crisis coms and
•     Intelligence gathering        senior leadership       external topics                   customers support           • Expand teams and
•     Internal Audits          •    Establish a                                               escalation tree               channels globally
                                    measurement
                                    framework


* Examples of Organizational Structures




    Decentralized                    Centralized              Hub and Spoke                           Multiple                      Holistic
    *Organization structure models from Altimeter Group

        @Britopian                                                                                                                 #GoToExplore
How The Center of Excellence Integrates
                            Within The Organization
                                                                              Knowledge Management & Best Practice Sharing
Marketing & Organizational Readiness




                                                                                                                                    Measurement Framework & Reporting
                                                                                                                    Campaigns &
                                                                                                                     Initiatives
                                           Marketing
                                           Operations                                                                                                                       Campaign
                                                                                                                                                                            Reporting
                                                                                                                      General




                                                                                               Social Integration
                                                                          Training                                  Community
                                                           Customer
                                                                                                                    Management
                                                           Support        Policies                                                                                         Community
                                                                                                                                                                           Management
                                          Product                                                                   Paid, Owned
                                                                       Technology                                                                                            Insights
                                         Marketing                                                                  and Earned
                                                                      Content Plan                                     Media
                                                        PR and
                                                       Corporate                                                                                                           Best Practice
                                                     Communications                                                                                                          Sharing
                                                                                                                     Customer
                                                                                                                      Support




                                                     STRATEGY PLANNING                                                  EXECUTION                                       MEASUREMENT
                                                                                     Social Media Center of Excellence




                                       @Britopian                                                                                                                              #GoToExplore
Creating Approval Workflows For New
   Account Creation
                                                                                                                 Be sure to
                                                                                                     Yes        connect with
                                                                                                                   them.
       1. Community Need

       2. Existing Accounts and/or Strategies                                                                  Reach out to the
                                                                           Do you know the                      Social Business
                                                                                                     No
                                                                           account contact?                       Center of
       3. Adequate Resources                                        Yes                                           Excellence

       4. Manager Approval
                                                                                                               Yes                See #2.
                                                                                               1. Have you
                                                                                               notified your
                                                                                              manager about
                                                                                                   this?                   Be sure to discuss
                                                  Is there a pre-                                               No
                                                                                                                           with your manager
                                                  existing brand             Looks like you
                                           Yes
                                                 account you can              may need to
                         Is there a true          partner with?     No         create an
                         need from the                                     account, but two                               Create an account
                         community to                                       considerations.                                 and not social
                 Yes                                                                                           Yes
                         create a social                                                                                  media team.. Share
                              media                                                           2. Do you have              PW with manager
  Have you                  channel?              Hold off until                               resources to
reviewed the                                         there is                                   sustain the
Social Media                               No                                                  account long
                                                   community                 Click here to
 Guidelines?                                        demand           I’m                          term?
                                                                           connect with the                                Discuss needs with
                          Review Social                             Not                                         No
                                                                    Sure    Social Business                                     manager
                 No          Media                                          COE to discuss.
                           Guidelines




       @Britopian                                                                                                         #GoToExplore
Expanding Social Programs Globally

                  1                     2                         3                      4

              Identify               Analyze                     Plan                 Engage

                  Continuous
                  Monitoring


                                                Track &
                                                Evaluate

                                                       5
1.   Identify: Determine the appropriate regions for        marketing plan and solidify
     expansion and determine if there is an                 moderation/governance policies. Decide on an
     opportunity to engage effectively                      internal collaboration framework with other
2.   Analyze: Conduct a conversation audit and              regions
     determine if the business has the appropriate     4.   Engage: Launch programs while maintaining
     resources to scale operations (i.e. content,           general community engagement on social
     community manager, creative)                           media channels
3.   Plan: Create a crisis communications and       5.      Track & Measure: Establish reporting
     workflow plan. Determine creative strategy and         frequency and determine the best measures of
     make technology decisions. Create content              success

     @Britopian                                                                                   #GoToExplore
Social Customer Support Decision Trees
  And Process Workflows
                                                                            Engage
                                                         Re-direct
                                                                           Privately
                                                                                  NO                                     NO

                                                                                        YES                                    YES
                                                                            Engage                                 Converse
                                Compliment                Assess                              Proceed                                    Proceed             Re-direct
                                                                           in public?                              further?

                                                                                                            YES                                  NO
Community                                                            NO
 Managers                                                                  Expertise                                           NO                     YES
                                                                                                                   Can CM                                      Engage
                                                          Product            with              Assess
                                                                                                                    help?                                     Privately
                                                                           product?     YES
                                                                                                                                     Participant upset?
              Monitor
            Conversations      !! Complaint !!

                                                                                                                       Is
                                                                           Is topic                                                                           Positive
                                                         Company                              Proceed             engagement             Proceed
                                                                          sensitive?                                                                         outcome?
                                                                                        NO                         positive?   YES                                        YES

Community                                                                        YES                                     NO                                         NO


                                                                          Legitimate?                                                     Engage
                              ?! Other issues !?          Assess                              Proceed
                                                                                                                                         Privately
                                                                                        YES


                                                          NO
                                                                                               Engage
                                         Do not engage                     Re-direct                                           (optional, but recommended)
                                                                                              Privately




                     LISTEN                              ASSESS                                           ENGAGE                                             REPEAT




      @Britopian                                                                                                                                                 #GoToExplore
Building A Real Time Listening Center




 @Britopian                             #GoToExplore
Content Creation, Approval And
 Distribution Workflows

                                                        AUTOMATED
                                      Sends to Editor
                                      for Review
                                                                                                Content
   Team         Contributor                                          Scheduled                  Analytics
Brainstorms       Writes                                             for Publish
Content Ideas    Content                   In Review/
                                          In Revision
     0              1                 2                  3                4            5           6

                         In Review/
                        In Revision                          Content Approved
                                                                                   Posted to
                                                                                    Social
                                               Content Not
                                                                                   Channel
                                                Approved




   @Britopian                                                                                  #GoToExplore
Operationalizing The Content Marketing
Process
    MESSAGING                                PLANNING                            CREATION | CURATION

Brand Narrative/Messaging                  Identifying Roles &                       Determining Financial
                                             Responsibilities                       Investment For Content
   Target Segmentation                                                                     Creation
                                        Process & Workflows For
Community Insights (how do                    Approvals                             Supportive Technology
they view the brand, how do
     they talk about it?                Employee And Customer                       Programs, Campaigns,
                                             Participation                            Product Launches
     Search Behavior
                                        Internal Collaboration With                       Social CRM               INTEGRATION
      Web Analytics                     Support and Other Teams
                                                                                                              Paid / Earned / Owned Media

                                                                                                                    3rd Party Content

                                                                          OPTIMIZATION                       Global Integration (programs &
                                                                                                                       campaigns)
                              MEASUREMENT
                                                                          Real Time Analytics
                              Engagement Metrics                        Escalation Work Flows                      DISTRIBUTION
                              Clicks, Page Views,
                          Downloads, Sales, Community                                                        Identifying the Right Platforms
                                    Growth
                                                                 COMMUNITY MANAGEMENT                              Global Expansion
                               Behavior Change
                                                                                                                      Governance
                                                                      Command Center Operations
                              Brand Sentiment And
                                  Awareness                           Solving Customer Problems

                                                                          Reciprocal Altruism




   @Britopian                                                                                                                    #GoToExplore
Thank you!


Questions?

Email: Michael.Brito@edelman.com




 @Britopian                        #GoToExplore

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Beyond A Buzzword: How Social Business Delivers Real Business Value

  • 1. Beyond A Buzzword: Social Business Delivers Michael Brito SVP, Social Business @Britopian @Britopian #GoToExplore
  • 2. W E LIVE IN A MULTI-SCREEN ECONOMY
  • 3. A TTENTION DEFICIT DISORDER
  • 4. C OMMUNICATION HAS NO BOUNDARIES
  • 5. E VERYONE HAS A VOICE, INFLUENTIAL
  • 6. B RANDS NEED TO START THINKING LIKE MEDIA COMPANIES
  • 7. CORE BUSINESS OBJECTIVES REMAIN THE SAME
  • 8. SOCIAL THE BRIGHT & SHINY OBJECT CALLED …. MEDIA @Britopian #GoToExplore
  • 9. Social Media “Marketing” Has Caused Internal Business Challenges EMPLOYEES EXPANDING Inappropriate use of social media Social media programs globally INTERNAL NON-EXISTENT Confusion of roles & responsibilities Governance models & Policies INCONSISTENT DISJOINTED Social media measurement practices Content & Community Practices OUTDATED TECHNOLOGY Crisis communications models Selection and adoption within the org @Britopian #GoToExplore
  • 10. WTF is Social Business Anyway? “ 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. @Britopian #GoToExplore
  • 11. The Stakeholder Ecosystem Value Creation Model COLLABORATION COMMUNITY ENGAGEMENT 3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT SOCIAL ENABLEMENT CUSTOMER SATISFACTION OPERATIONAL EXCELLENCE SOCIAL BRAND INTERNAL THE SOCIAL BUSINESS EXTERNAL (employees) (customers, partners, media) PROCESS SALES/REVENUE 4 IMPROVEMENT 1 CUSTOMER ADVOCACY PRODUCT INNOVATION PRODUCT FEEDBACK EMPLOYEE ADVOCACY @Britopian #GoToExplore
  • 12. Understanding The Social Brand Versus Social Business Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND SOCIAL RESULTS (External) BUSINESS(Internal) Training Process Collaboration Organization Models Research & Development Policies & Guidelines Knowledge Sharing Culture Infrastructure @Britopian #GoToExplore
  • 13. Social Business Affects More Than Just Marketing Deeper levels of engagement with the social customer through COMMUNICATIONS consistent and relevant content; ability to scale operations globally. CUSTOMER SERVICE The ability to solve customer problems quickly and efficiently. Increased collaboration between sales professionals in the SALES industry; robust social CRM platform and analytics PRODUCT DEVELOPMENT Product and process innovation using the collective intellect of the community HUMAN RESOURCES Staffing & recruiting, employee engagement and empowerment Bring products to market faster through increased collaboration SUPPLY CHAIN with partners in the supply chain @Britopian #GoToExplore
  • 14. Okay, Bullshit Aside, Now What? @Britopian #GoToExplore
  • 15. The Establishment of A Social Media Center of Excellence EVALUATE ESTABLISH OPERATIONALIZE THE SOCIAL LANDSCAPE A CENTRALIZED TEAM THE SOCIAL BUSINESS CENTER OF EXCELLENCE LISTEN PLAN ENGAGE • Conversation and • Identify the right sentiment analysis teams, stakeholders • Identify social listening and • Create plan for employee • Launch programs, events • Surveys, polls and and employees social CRM software training and campaigns stakeholder • • Manage internal Establish roles & • Establish a social media • Process and collaboration interviews responsibilities listening center design collaboration and • Data mining from communication projects internal communities • Achieve buy-in from • Determine internal & • Crisis coms and • Intelligence gathering senior leadership external topics customers support • Expand teams and • Internal Audits • Establish a escalation tree channels globally measurement framework * Examples of Organizational Structures Decentralized Centralized Hub and Spoke Multiple Holistic *Organization structure models from Altimeter Group @Britopian #GoToExplore
  • 16. How The Center of Excellence Integrates Within The Organization Knowledge Management & Best Practice Sharing Marketing & Organizational Readiness Measurement Framework & Reporting Campaigns & Initiatives Marketing Operations Campaign Reporting General Social Integration Training Community Customer Management Support Policies Community Management Product Paid, Owned Technology Insights Marketing and Earned Content Plan Media PR and Corporate Best Practice Communications Sharing Customer Support STRATEGY PLANNING EXECUTION MEASUREMENT Social Media Center of Excellence @Britopian #GoToExplore
  • 17. Creating Approval Workflows For New Account Creation Be sure to Yes connect with them. 1. Community Need 2. Existing Accounts and/or Strategies Reach out to the Do you know the Social Business No account contact? Center of 3. Adequate Resources Yes Excellence 4. Manager Approval Yes See #2. 1. Have you notified your manager about this? Be sure to discuss Is there a pre- No with your manager existing brand Looks like you Yes account you can may need to Is there a true partner with? No create an need from the account, but two Create an account community to considerations. and not social Yes Yes create a social media team.. Share media 2. Do you have PW with manager Have you channel? Hold off until resources to reviewed the there is sustain the Social Media No account long community Click here to Guidelines? demand I’m term? connect with the Discuss needs with Review Social Not No Sure Social Business manager No Media COE to discuss. Guidelines @Britopian #GoToExplore
  • 18. Expanding Social Programs Globally 1 2 3 4 Identify Analyze Plan Engage Continuous Monitoring Track & Evaluate 5 1. Identify: Determine the appropriate regions for marketing plan and solidify expansion and determine if there is an moderation/governance policies. Decide on an opportunity to engage effectively internal collaboration framework with other 2. Analyze: Conduct a conversation audit and regions determine if the business has the appropriate 4. Engage: Launch programs while maintaining resources to scale operations (i.e. content, general community engagement on social community manager, creative) media channels 3. Plan: Create a crisis communications and 5. Track & Measure: Establish reporting workflow plan. Determine creative strategy and frequency and determine the best measures of make technology decisions. Create content success @Britopian #GoToExplore
  • 19. Social Customer Support Decision Trees And Process Workflows Engage Re-direct Privately NO NO YES YES Engage Converse Compliment Assess Proceed Proceed Re-direct in public? further? YES NO Community NO Managers Expertise NO YES Can CM Engage Product with Assess help? Privately product? YES Participant upset? Monitor Conversations !! Complaint !! Is Is topic Positive Company Proceed engagement Proceed sensitive? outcome? NO positive? YES YES Community YES NO NO Legitimate? Engage ?! Other issues !? Assess Proceed Privately YES NO Engage Do not engage Re-direct (optional, but recommended) Privately LISTEN ASSESS ENGAGE REPEAT @Britopian #GoToExplore
  • 20. Building A Real Time Listening Center @Britopian #GoToExplore
  • 21. Content Creation, Approval And Distribution Workflows AUTOMATED Sends to Editor for Review Content Team Contributor Scheduled Analytics Brainstorms Writes for Publish Content Ideas Content In Review/ In Revision 0 1 2 3 4 5 6 In Review/ In Revision Content Approved Posted to Social Content Not Channel Approved @Britopian #GoToExplore
  • 22. Operationalizing The Content Marketing Process MESSAGING PLANNING CREATION | CURATION Brand Narrative/Messaging Identifying Roles & Determining Financial Responsibilities Investment For Content Target Segmentation Creation Process & Workflows For Community Insights (how do Approvals Supportive Technology they view the brand, how do they talk about it? Employee And Customer Programs, Campaigns, Participation Product Launches Search Behavior Internal Collaboration With Social CRM INTEGRATION Web Analytics Support and Other Teams Paid / Earned / Owned Media 3rd Party Content OPTIMIZATION Global Integration (programs & campaigns) MEASUREMENT Real Time Analytics Engagement Metrics Escalation Work Flows DISTRIBUTION Clicks, Page Views, Downloads, Sales, Community Identifying the Right Platforms Growth COMMUNITY MANAGEMENT Global Expansion Behavior Change Governance Command Center Operations Brand Sentiment And Awareness Solving Customer Problems Reciprocal Altruism @Britopian #GoToExplore

Hinweis der Redaktion

  1. http://www.digitaltrends.com/social-media/study-confirms-social-medias-revolutionary-role-in-arab-spring/ Researchers at the University of Washington sifted through more than 3 million tweets, countless hours of YouTube videos and gigabytes of blogs to find out whether the Internet, and social media services like Twitter and Facebook really played the revolutionary role many claimed they did. According to the study, online chatter about revolution often began just before actual revolutions took place. And social media also served as an outlet for citizens of the region to tell their stories of revolution, which played an inspirational role for neighboring countries, the study found.In Egypt, where the Arab Spring blossomed, Howard and his team found that the number of tweets that mentioned revolution in that country exploded from 2,300 per day to more than 230,000 per day. The number of videos, Facebook updates and blog posts about government opposition also rose dramatically. 
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