The document discusses how social media is more than just marketing and is a strategic issue for executives across departments. It argues that internal social networks within organizations can tap into collective intelligence of employees and drive collaboration, knowledge sharing, bonding, and brand advocacy. Examples are provided of companies like Ford Motors, IndusInd Bank, and a retail conglomerate that successfully used internal social platforms like Yammer to streamline communication, improve project efficiency, and increase employee engagement. The key takeaways are that social media is about making business social, is a top-level executive issue, and that internal group dynamics on social platforms can create business benefits.

1. Social
Media
….Beyond
Marketing
Hareesh
Tibrewala
hareesh@socialwavelength.com

2. Social Media Marketing is a misnomer
It is actually about
Marketing in a socially connected world
Or better still
How a should a business manifest in a socially
connected world

3. Or
It is about
Making Business Social
And this the key issues businesses need to
address

4. Social Media is not just a Brand Manager level
issue.
It is actually a CMO issue, a CPRO issue,
a CHRO issue, a CFO issue
Social Media is a CXO issue

5. Conversations are happening…
within the organisation and outside the organisation
Conversations result in communities
Communities have more intelligence compared to
individuals (or organisations)
We need to learn the tap the collective
intelligence of the internal communities

6. Human beings thrive in chaos.
And within chaos we create order
Facebook is chaos.
Group and pages within FB are order.
Like minded people converge at these locations.
And this results in Group Dynamics

7. In the same fashion, organisations need to create
internal social networks, resulting in
Group Dynamics
And Group Dynamics result in
Collaboration Knowledge Sharing
Bonding Brand Advocacy

8. Ford Motors
• Company
used
Yammer
to
drive
their
internal
marke5ng
campaign
called
“One
Ford”
• Through
Yammer,
the
company
developed
a
culture
of
sharing,
central
to
the
“One
Ford”
business
plan
• Employees
realised
that
they
were
able
to
save
5me
in
geBng
answers
to
queries
they
faced
• It
streamlined
internal
networking
significantly,
increasing
project
efficiency
and
helping
employees
find
faster
resolu5ons
to
problems
• This
campaign
would
have
taken
4
months
to
develop,
but
through
Yammer,
it
completed
in
just
2
weeks.

9. IndusInd Bank
• Wanted
to
communicate
HR
message
across
5000
employees
at
50+
loca5ons,
and
also
measure
effec5veness
of
communica5on
/
ac5on
• Helped
evolve
the
message
collabora5vely
by
mythological
case
studies,
using
internal
social
network
• Once
messages
were
evolved,
they
ran
a
contest
to
encourage
employees
to
absorb
the
messages.
• Gra5fica5on
was
given
to
the
winners
-­‐
lunch
with
the
MD
• For
the
1st
5me,
HR
team
was
able
to
bench
mark
the
effort
of
communica5on
&
see
it
become
ac5onable

10. Retail conglomerate
• Kinetic Glue helped the company to set up a social network for
its marketing teams.
• This network allowed teams to share learning and insights (new
store launch, new product launch) , by choosing a format that
works best for their busy and often unpredictable day.
• It engages and motivates the sales staff
• Sales staff now posts feedback via its mobile phones into a
central group in the business social network. Not only is this real
time, it is visible to all store personnel.
• Typically high-attrition sales staff now feels much more engaged
with the organization.

11. Morgan Stanley Smith Barney
• Gave Twitter and LinkedIn access to 600 of its 17000+
financial advisers
• Created pre-approved content database using Socialware
• Financial advisers can now use this content freely to
engage with their customers
• One of the financial advisers, Ms DeBellis assesses that
$10mn in 18 months period

12. AT&T Blog
• Calm cool
connected parent
blog
• Targeted for AT&T
working parents
• Identified issue of
common interest
• Created community
and bonding
around that

13. Key Takeaways
• It is about making business social
• Social Media is a CXO issue
• Tap the collective intelligence of internal
communities
• Group Dynamics result in knowledge sharing,
bonding, collaboration, brand advocacy

14. Questions?
If
you
need
a
copy
of
this
presentation,
please
leave
your
business
card.
We
will
email
it
to
you.
Hareesh
Tibrewala
Jt.
CEO,
Social
Wavelength.
hareesh@socialwavelength.com
Company
blog:
blog.socialwavelength.com
LinkedIn:
linkedin.com/in/hareeshEbrewala