1. Social Business Engineering
How Deloitte’s employees
use social media as a business tool
Amsterdam, September 7th, 2012

2. Today’s program
First half:
- A short introduction
- What social media is all about
Second half:
- A social business
- Social media as a business tool
- Social Business Engineering
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3. Jochem Koole
Communication Online Project Social Media
Marketing
Studies Management Consultant
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4. About...
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5. A complex organization
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6. What’s the deal with
social media?

7. Let’s try setting some boundaries
Web 2.0 is a concept that takes the network as a platform
for information sharing, interoperability, user-centered design,
and collaboration on the World Wide Web.
Although the term suggests a new version of the World Wide Web,
it does not refer to an update to any technical specification,
but rather to cumulative changes in the ways software developers
and end-users use the Web.
- Wikipedia
Social media are a group of internet based applications
that build on the ideological and technological foundations of Web 2.0,
and that allow the creation and exchange
of user generated content.
- Andreas Kaplan and Michael Haenlein
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8. Why are we so focussed on social media?
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9. So, that’s why...
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10. But... It’s not about the tools
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11. It’s about being connected 24/7
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12. It’s about chaos
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13. It’s about being social
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14. Social Business
Engineering

15. Social business
A social business is a people oriented organization,
that creates value for and together with stakeholders
within their own network and the digital eco system,
hereby generating more profit.
This means that within a social business,
the interaction with clients is the responsibility of every one
within the organization.
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16. Why we focus on our employees
In a B2B organization, employees already implicitly function as ambassadors.
On top of that, there are several benefits compared to B2C organizations:
- We know our customers.
- There’s a mentality of co-creation; we solve problems together with our clients.
- We receive feedback directly.
- We’re dealing with a limited (and manageable) conversation volume.
Source: Steven Van Belleghem, InSites Consulting -
http://www.frankwatching.com/archive/2012/05/09/conversatie-management-in-een-b2b-omgeving-kan-
het/
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17. It’s all about the Champions!
Social Business Champions:
- Understand the possibilities of social media as a business tool.
- Are willing and able to use social media as a business tool.
Social Business Engineering means helping Deloitte’s Social Business Champion’s
contribute to their own goals using social media.
More income Less expenses More satisfied
customers
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18. Three essential elements in the use of social media as a business tool
People
Content Tools
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19. Essential steps in the use of social media as a business tool
Social media as a business tool
Step 1 –
Personal profile
Step 5 –
Engage in
dialogue
Step 2 –
Network
Step 4 –
Content creation Step 3 –
Content collection
& distribution
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20. Any questions?

21. Potential paper topics - Mobility Technology driving organizational change
Deloitte has created a Mobility Task Force to think about the impact of the mobility trend on its clients.
Relevant questions to be answered are:
• How will this vastly increased mobility change the way people work?
• How should companies optimize the usage of this technology to make their employees more effective
and more efficient in their work?
• Is it more than just not being limited by a wire?
• What competitive advantages can be created by a targeted mobility approach, and in what areas will
this have the most effect?
• How does mobility redefine the interface between a company and its environment (customers,
• competitors, etc.)?
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22. Feel free to connect
http://JochemKoole.nl
http://twitter.com/JochemKoole
http://nl.linkedin.com/in/
JochemKoole
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