Social Business - Empowering employees to create real value for your organization (Social Media Week Rotterdam)
1. September 24th, 2014
Social Business
Empowering employees to create real value
for your organization
#SMWRdam - JochemKoole.com
2. Jochem Koole
- Independent social business strategist
- Mainly help B2B professional service firms
successfully use social media as business tools
- Had the pleasure to work with clients
like Deloitte, Grant Thornton,
Loyens & Loeff, Microsoft, and PostNL
#SMWRdam - JochemKoole.com
3. The next 45 minutes
Role of social media for companies in the 21st century
Four possible social business scenarios
Social business champions
Five steps to success
#SMWRdam - JochemKoole.com
4. Myth #1 â Social media are magical tools
Using social media to book actual business results
#SMWRdam - JochemKoole.com
is hard work
11. In the 21st centuryâŠ
Competing on price is more useless than ever
#SMWRdam - JochemKoole.com
12. In the 21st centuryâŠ
Less and less people are willing to pay for information
#SMWRdam - JochemKoole.com
13. How to make a difference?
#SMWRdam - JochemKoole.com
14. âThereâs no separate digital economy.â
Online and offline are the same
#SMWRdam - JochemKoole.com
15. My suggestion to you is simple:
Empower the people within your organization
to use their own social media accounts as business tools
#SMWRdam - JochemKoole.com
16. Employees Employees Employees
Potential
clients
Four audiences = four scenarios
Potential
employees
Clients
Employees
#SMWRdam - JochemKoole.com
Employees
17. Myth #2 â My target audience isnât on social media
Just because theyâre not talking about your brand on Twitter,
doesnât mean you canât connect with them online
#SMWRdam - JochemKoole.com
19. Focus on the 1%
Pareto principle
80/20 rule
#SMWRdam - JochemKoole.com
20. People
90 â 9 â 1
Adoption
rate
Social business champions (1%)
Focus on the 1%
#SMWRdam - JochemKoole.com
21. Social business championsâ characteristics
Show a certain passion online
Showcase themselves (and their organization)
Mix business messages with own vision
Help each other and others (= reciprocity)
Willing to leave their comfort zone
Understand digital technologies
#SMWRdam - JochemKoole.com
22. Myth #3 â It takes too much time
#SMWRdam - JochemKoole.com
Set clear goals
23. Success in five steps
Social business goal
Step 1 â
Optimize profile
Step 2 â
Optimize
network
Step 3 â Collect content
Step 4 â
Create & distribute
content
Step 5 â
Dialogue
#SMWRdam - JochemKoole.com
24. Myth #4 â I need to share everything with the world
Be as relevant as possible
#SMWRdam - JochemKoole.com
25. Something small can be really valuable
Motivate into action
Teach people something new
Build relationship / trust (Like, Share & Reply)
#SMWRdam - JochemKoole.com
26. The PCTT model
Employees Target
People
Time
audience
Content Tools
#SMWRdam - JochemKoole.com
28. Leave your business card to receive a free dashboard
#SMWRdam - JochemKoole.com
29. Meet me at the elevators for a chat
And some free advice
Or find me on LinkedIn, Twitter, or Google+
#SMWRdam - JochemKoole.com
Hinweis der Redaktion
Welcome to this keynote about social business: empowering YOUR employees to create real value for YOUR organization
(through their own personal social media accounts)
Independent social business strategist
Help B2B professional service firms successfully use social media as business tools
Deloitte, Grant Thornton, Loyens & Loeff, Microsoft, and PostNL
We have only 45 minutesâŠ
Iâll be talking for 30 minutes:
The role of social media for companies in the 21st century
Four possible social business scenarios
Social business champions
Five steps to success
After that, weâll have 15 minutes for questions
I promised to destroy some social media myths, so letâs start by kicking in this open door, that all of you know alreadyâŠ
Social media are not a wonder cure, not something you can switch on and success will follow automatically, and theyâre definitely not magical tools
SHATTERED!
Using social media to actually book results is hard work
Hopefully, after this presentation youâll have an idea on how to make all that hard work count
When we talk about social media, people immediately think LinkedIn, Twitter, and Facebook.
Well, after only 10 minutes on FacebookâŠ
Iâve seen a rapping pastor (Jim Colerick from a church in Iowa)â probably fake,
Somebody playing AC/DCâs Thunderstruck on a bag pipe (Bad Piper â Australiaâs Got Talent 2010) â probably real,
Iâve received numerous invitations to play games (Candy Crush & FarmVille 2),
And have seen hundreds of cute baby animals.
AWWâŠ
Do you as a company want to compete with all of that? Because thatâs basically what youâre doing when buying ads and publishing your corporate (buy my stuff) content onto Facebook and Twitter (less so on LinkedIn).
I donât knowâŠ
I mean, you could.
Like Coca Cola did with the happiness truck, a âdelivery truck is converted into a happiness machine on wheels delivering "doses" of happinessâ
i.e. t-shirts and bottles of Coke in Rio de Janeiro or Ho Chi Minh City (Vietnam - video)
Obviously, really cool to do, shoot a nice video of and post it on YouTube.
But whatâs the use, if some guys in the Ukraine found out that Coke is not so much a great drink,
but it is a great way to remove rust from a truckâs bumper and decide to post a video of that on YouTube (receiving half the views)
Iâm not saying you shouldnât create ads like these. Iâm just not sure if itâs time and money well spentâŠ
I do know this:
The 21st century started almost 15 years ago and things have changed
In the 21st centuryâŠ
Time is becoming scarcer by the day (the amount of information we need to process in day is only growing => http://www.pinterest.com/pin/140806213298138/)
Every minute:
277.000 Tweets are posted
72 hours of video material is uploaded to YouTube
204 millions emails are send
At the same time, information no longer equals power (as lots of information is stored in databases that are publicly accessible through the internet - Google)
Since thereâs always a computer that is able to do our work faster, better, and⊠cheaper, competing on price is getting more useless than ever.
At the same time, less and less people are willing to pay for information
Look at magazines and newspapers: theyâre all struggling to keep a business model, because of the information overload from the internet
The same goes for the apps on your iPhone: youâre not paying for data in Google Maps or Buienradar
So, how can you make a difference in the 21st century?
Itâs really simple actually: by being human.
There is something information and computers are not capable of and thatâs RELATIONSHIPS
However, you can use information and computers to help you build and strengthen relationships!
Keep in mind that âThere is no separate digital economy. We have an economy that is digital.â like European commissioner Neelie Kroes says
Online and offline are the same: Iâm the same person here, as I am on LinkedIn or Twitter
These are just tools that help me use information to build and strengthen relationships
Digital technologies in themselves are neither good, nor bad
Neither effective, nor ineffective
Itâs people who decide how to use digital technologies (like social media)
They create the effect
So my suggestion to you is simple: focus on the people within your organization, your colleagues
Empower them to use their own social media accounts as business tools
Sure, a corporate social media account has its value, but the real opportunity for you lies in improving communications and relationships between your colleagues and their target audience
All your colleagues? Well, yes: using social media as a business tool is not the responsibility of one single department, itâs the responsibility of everyone in an organization
So, where to start?
Well, the focus is on employees and employees can have 4 different target audiences: employees, potential employees, clients, and potential clients.
Sure, companyâs can have a fifth target audience: stakeholders that are not directly involved in the organization (like the media, neighbours, or politicians)
However, these people are not a target audience for your colleagues.
If you really want to make a difference for your organization (and create actual business results), youâll need to start with either one of these scenarios.
Projects delayed, missing deadlines, customers starting to become unhappy, because knowledge and expertise doesnât flow? Scenario 1
Challenge of recruiting hundreds, maybe thousands each year? Scenario 2 â Find the right people faster, keep them longer
Mayor churn / client are leaving? Ask for a percentage of that churn, use it to improve existing relationships and lower churn (scenario 3)
Or build new relationships with new clients and help colleagues generate new business for themselves and the company (scenario 4)
After you have chosen your scenario, you will startâŠ
And when you first approach your colleagues with this idea, hereâs what they will say: my target audience isnât on social media
Facebook: 1,23 billion active monthly users, 9 million Dutch members, close to 10 million unique visits per month
Twitter: 241 million active users, 3,7 million unique Dutch visits per month
LinkedIn: 277 million members, 5 million Dutch members
SHATTERED!
âJust because your target audience isnât talking about your brand on Twitter, doesnât mean you cannot connect with them on LinkedIn or Facebook.â
âThereâs no separate digital economyâ
What is true is, that - just like anything else - not everybody is equally eager to start using social media as a business tool.
So, where do you start?
When using social media as business tools is the responsibility of every one within the organization?
I strongly believe in the Pareto principle: everything in the world is divided along the same scale: 80/20, 85/15, or 90/10
10-20% of your clients make for 80-90% of your income
10-20% of your employees make for 80-90% of the trouble
Itâs the same on social media: 10% is active, and 1% (10% of the 10%) is super active
They are your social business champions
Start with them. Empower them and let them reach 9% and then 90% of your organization
Characteristics of social business champions, as learned in practice at Deloitte
Hereâs something else youâll hear: it takes too much time
Well, it couldâŠ
Possibilities are endless, while your time isnât
So, to make sure youâre not wasting time: set clear goals!
So better use the time they have as effectively and efficiently as possible
Help the champions within your organization set their social business goal
What it is that their trying to achieve? Why? And before when?
Then, follow these 5 steps:
Optimize profile â Indicate whom theyâre helping and with what
Optimize network â Make sure theyâre able to reach their target audience
Collect content â Collect valuable information
Create and distribute
Help them engage in a dialogue with their target audience based on content
So, contentâŠ
âI guess, Iâll need to share my whole life with the world!?â
Please donât!
Content is over rated. Time is limited
Truth is people are not interested in what you have to say, nor do they have the time to listen to it
Make it as relevant as possible
At the same time, something really small can be really valuable
Itâs the target audience that determines the value
There are three types of content and youâll need to mix them up to effectively use social media as business tools
All of this is wrapped into the PCTT model,
Where Time is limited.
Within the limited Time that is available,
Youâll help the People within your organization (Employees)
Use valuable information (Content) and Tools
To improve relationships with other People (their target audience)
Iâve developed a free dashboard you can use to measure the results of scenario 2, 3 & 4.