How to-Make-Transition-from-Social-Media-to-Social-Business-Bernie-Borges
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Brands that make the "mindset shift" from social media marketing, where everything is focused on marketing results, to a social business mindset, where strategic outcomes are the focus, achieve greater results. Business executives have realized that being a digitally minded business is good for business. It's good for employee recruitment and retention. It's transformative. Making this transition is a journey. In this deck, which I have used many times to deliver this presentation from the stage and in webinars, I explain "what" is a social business, "why" become a social business, and I share 10 examples of social business in action. I cap off this presentation with an action plan and a link to an e-book that outlines this action plan. Where is your business on the transition from social media to social business? Bernie Borges CEO, Find and Convert http://www.findandconvert.com/ Host, Social Business Engine Podcast http://www.socialbusinessengine.com P.S. Download our e-book How to Transition from Social Media to Social Business here: bitly.com/sm-to-sb
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How to-Make-Transition-from-Social-Media-to-Social-Business-Bernie-Borges
- 1. @bernieborg How to Make the Leap From Social Media to Social Business Bernie Borges@bernieborges
- 8. @bernieborg About Bernie Borges CEO of Find and Convert Host Social Business Engine Podcast Author / Blogger Educator Conference Speaker
- 9. @bernieborg Topics Definition of Social Business Data Points Social Business in Action Action Plan Five Pillars of a Social Business
- 11. @bernieborges What is a Social Business? A social business embraces the culture and technology of social media for strategic business applications. It understands that employees across the organization should contribute to brand excellence, through external and internal engagement.
- 12. @bernieborges What is a Social Business? A social business embraces the culture and technology of digital communications for strategic business applications. It understands that employees across the organization should contribute to brand excellence, through external and internal engagement.
- 13. Why Become a Social Business? Customers’ expectations have changed…. @bernieborges
- 14. @bernieborges Social Business is a Journey
- 15. @bernieborg Data Points to Consider
- 16. IBM 2012 Global CEO Study http://public.dhe.ibm.com/common/ssi/ecm/en/gbe03486usen/GBE03486USEN.PDF @bernieborges
- 17. 2013 Social Business Study http://deloitte.wsj.com/cio/files/2013/07/Social-business-infographic.pdf @bernieborges http://www.slideshare.net/Altimeter/slides-the-state/1
- 18. 2014 Social Business Study @bernieborges http://dupress.com/articles/digital-transformation-strategy-digitally-mature/?id=gx:2el:3dc:dup1213:eng:cons:
- 19. 2014 Social Business Study @bernieborges http://dupress.com/articles/digital-transformation-strategy-digitally-mature/?id=gx:2el:3dc:dup1213:eng:cons:
- 20. 2013 Social Business Study http://deloitte.wsj.com/cio/files/2013/07/Social-business-infographic.pdf @bernieborges
- 21. IBM 2014 Social Study @bernieborges http://www.ibm.com/smarterplanet/us/en/centerforappliedinsights/article/social_insights.html
- 22. @bernieborg Five Pillars of a Social Business
- 23. @bernieborg 5 Pillars of a Social Business C Suite Gets It Marketing is Not a Department Employee Branding is Embraced Investment in Social Technology Data Driven Marketing Mindset
- 24. @bernieborges Social Media to Social Business Fans Followers Likes Retweets Shares Shoutouts Buzz Talent Recruitment Employee Collaboration Process Improvement Market Feedback Customer Service Customer Acquisition Launch New Initiatives
- 25. @bernieborg Social Business in Action
- 27. @bernieborg C-Suite Gets It • Share success stories from other executive level professionals. • Creating / sharing online educational resources. • Use case studies to prove the worth of new social tactics. • Suggested running a pilot to get started.
- 29. @bernieborg C-Suite Gets It • The focus of TechBeacon is to give HP Software’s customers an online learn hub. • One month doing research to prepare and receive executive approval. • Multiple presentations to various business units and functions before getting approval. • TechBeacon is receiving • 60,000 views per month • 170 articles in three months • Averaging 105 social shares per article. • 132 contributors
- 30. @bernieborg Marketing is Not a Department
- 31. @bernieborg Marketing is Not a Department • Discover experiences a direct impact through social customer service. • Customer experience is the new marketing.
- 32. @bernieborg Marketing is Not a Department • Discover’s “first tweet resolution” answers a question on the first tweet with intent to resolve to issue. • By handling a negative situation on social media Discover turned the engagement into a new customer.
- 33. @bernieborg Marketing is Not a Department
- 34. @bernieborg Marketing is Not a Department • The Marines’ recruitment strategy includes telling their story on social media.
- 35. @bernieborg Marketing is Not a Department • Visual story telling on social media.
- 36. @bernieborg Employee Branding is Embraced
- 37. @bernieborg Employee Branding is Embraced • The involvement of astronauts and other employees in social media.
- 38. @bernieborg Employee Branding is Embraced
- 39. @bernieborg Employee Branding is Embraced • Having 500 social media accounts allows for the story to be told for individual projects/missions.
- 40. @bernieborg Employee Branding is Embraced “Social media is not just a way to connect people behind a two- dimensional screen, but it’s a way to get real human beings involved.”
- 41. @bernieborg Employee Branding is Embraced “Social media is not just a way to connect people behind a two- dimensional screen, but it’s a way to get real human beings involved.”
- 42. @bernieborg Employee Branding is Embraced
- 43. @bernieborg Employee Branding is Embraced “Social media is not just a way to connect people behind a two- dimensional screen, but it’s a way to get real human beings involved.”
- 44. @bernieborg Employee Branding is Embraced “Social media is not just a way to connect people behind a two- dimensional screen, but it’s a way to get real human beings involved.”
- 45. @bernieborg Employee Branding is Embraced
- 46. @bernieborg Employee Branding is Embraced • Rick convinced the engineers at Indium Corporation to contribute blog content. • Being transparent and authentic humanizes their blog and gains their customer’s trust. Slide courtesy of Rick Short (@RickShort21), Indium Corporation
- 47. @bernieborg Employee Branding is Embraced Slide courtesy of Rick Short (@RickShort21), Indium Corporation
- 48. @bernieborg Employee Branding is Embraced Slide courtesy of Rick Short (@RickShort21), Indium Corporatio
- 49. @bernieborg Investment in Social Technology
- 50. @bernieborg Investment in Social Technology • Groupon deploys 7,000 custom messages per week in 21 languages across 47 countries throughout all their social media channels through social technology. • Social strategy on message control and being a measurable arm of the company.
- 51. @bernieborg Investment in Social Technology
- 52. @bernieborg Investment in Social Technology • Build excitement and gain new customers with “social proof.”
- 53. @bernieborg Investment in Social Technology • Customer-service cost deflection potential of a branded online community.
- 54. @bernieborg Data Driven Marketing Mindset
- 55. @bernieborg Data Driven Marketing Mindset • Dell’s 5 point social media policy. • Employee training, Social Media and Community (SMaC) University.
- 56. @bernieborg Data Driven Marketing Mindset • Measure the business impact of employees’ social influence.
- 57. @bernieborg All 5 Pillars of a Social Business
- 58. @bernieborg Data Driven Marketing Mindset
- 59. @bernieborg Data Driven Marketing Mindset http://socialvengers.com • Gamified SocialVengers recruiting program encourages fun competition.
- 60. @bernieborg Data Driven Marketing Mindset
- 61. @bernieborg Data Driven Marketing Mindset
- 63. Why Become a Social Business Consider these compelling business reasons to make the transition from a social media marketing mindset to a social business. • To humanize your products, services, and employees. • Foster internal and external collaboration through social tools and platforms. • To deliver better customer service. • To improve sales cycles. • To create thought leadership value in your industry. • To better meet customer’s expectations. • To attract and retain talent. While social business is a journey, success is not an overnight process. It’s important to focus on how the culture and technology of social can make a business better, and how people are at the center of it starting in the C-Suite. Then take steps to make the transition a reality. @bernieborges
- 64. @bernieborges
- 65. An organization of any size can use this framework when making the transition from social media to social business. @bernieborges
- 66. 01 C-Suite Support • Have a Plan. • Foster a Culture of Transparency. • Uphold a Service Mindset. • Build on the Collaboration Mindset. • Cultivate a Content Mindset! 02 Marketing is not a department • Source Content from within your company. Have subject matter experts contribute knowledge. • Everyone should be involved in marketing. HR, sales, customer service, even the C-Suite should contribute. 03 Employee Branding is Embraced • Provide Governance and Training on social media to give employees a sense of guidance while developing advocates for your brand. 04 Investment in Social Technology • Be willing to allocate budget on social software and tools for productivity gains. 05 Data Driven Mindset • Stay up to date with the market trends, customer comments, employee engagement, competitors, etc. • Utilize metrics to analyze activities that support business goals and to enable decision making. @bernieborges
- 67. When it comes to crafting new policies and guidelines for areas of the business touched by the social aspect... Everyone must be on board. In order for social collaboration to work, its ideals and options need to be embraced by everyone. @bernieborges
- 68. @bernieborg How to Make the Leap From Social Media to Social Business Bernie Borges @bernieborges
Hinweis der Redaktion
- What began as “social media” has evolved. The journey for businesses around the world is not unlike the phases we all experience from infant to mature adulthood. I believe we are approximately 7 years into this journey and I would characterize our current state in social business as early adulthood. My reason is that we’re finally talking about what it means to be a social business. This was not a conversation we were having 2 years ago.
- One of the most pessive companies in the area of social business is IBM. In full disclosure, IBM has products and services that help organizations become a social business and measure results. That said, IBM is walking the walk quite nicely. Recently, IBM released their 2012 Global CEO Study in which they interviewed more than 1700 CEOs in 64 countries across 18 industries. Their big three take aways from the report are: 1) empower employees through social technology and a culture of being social, 2) leverage partnerships, 3) engage customers as individuals. In other words, don’t think of your business as B2B or B2C, but rather H2H (human to human). Businesses are made up of people and people are social. And, social technology enables everyone to connect and engage in ways that weren’t possible in years past.
- Let’s look at the five characteristics of a social business. In full disclosure these are my opinion. You may or may not find these characteristics in someone else’s definition of social business. I’ve been a practitioner of social business since 2006 both as a user and as a digital marketing agency and a speaker and trainer, not to mention author of one book and a top 100 digital marketing blog, though it wasn’t called social business until more recently. So, I am confident that my perspective is grounded in sound reasoning.