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8 point framework for social business

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A Framework to Evolve from a Social Brand to a Social Business - what is a Social Business?
> Is Customer Centric
> Creates valuable Content
> Social is Cross functional
> Is Adaptive
> Collaborates in all key processes
> Seek to create Communities inside and outside the firewall
> Shows Empathy and a Human side
> Participation is encouraged (Engage without Fear)

A Framework to Evolve from a Social Brand to a Social Business - what is a Social Business?
> Is Customer Centric
> Creates valuable Content
> Social is Cross functional
> Is Adaptive
> Collaborates in all key processes
> Seek to create Communities inside and outside the firewall
> Shows Empathy and a Human side
> Participation is encouraged (Engage without Fear)

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8 point framework for social business

  1. 1. Becoming a Social Business A Framework to Evolve from a Social Brand to a Social Business iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions
  2. 2. Techtonic Forces in Business Today Mobile   Local   Social   Your   Cloud   Business   Future  
  3. 3. Creating Customer Value From Social Brand To Social Business Ø  A social brand focuses on external Ø  A social business focuses on internal communications communications. Ø  A social brand is all about Ø  A social business is all about engagement with the social engagement with employees. customer. Ø  A social business should be owned by Ø  A social brand is owned by the entire organization marketing Ø  A social business is measured by Ø  A social brand is measured by organizational change. clicks, impressions, reach, Likes, comments, RTs, etc. Ø  Most investments in social business initiatives revolve around internal Ø  With a social brand, budgets are communities, social technologies, and usually allocated toward agencies, training. community management, Facebook applications, blog development, etc. Thanks  to  Michael  Brito  
  4. 4. What is a Social Business? Thanks  to  Michael  Brito  
  5. 5. Characteristics of a Social Business Ø  Is Customer Centric Ø  Creates valuable Content Ø  Social is Cross functional Ø  Is Adaptive Ø  Collaborates in all key processes Ø  Seek to create Communities inside and outside the firewall Ø  Shows Empathy and a Human side Ø  Participation is encouraged (Engage without Fear)
  6. 6. What is a Social Business Ø  Views its entire value chain as a set of collaborative networks called communities and embraces technology that focuses on the relationships, conversations and business activities that occur in these networks. Ø  View communities as a strategic common space for colleagues, customers and partners to communicate, innovate ideas, ask questions, share knowledge, search and filters on hashtags. Ø  Rethink the way information is published, consumed and shared throughout your ecosystem and embrace the activity stream as your primary collaboration dashboard. Ø  Think in terms of communities and embrace technology that provides an integrated collaboration experience, simplifies the process of sharing and connecting people, accelerates ideation and expertise discovery, streamlines the aggregation and consumption of content, and brings visibility and transparency to the real conversations, issues, opportunities and business activities that are happening across your value chain.
  7. 7. 8 Point Framework for Social Business Assess   Monitor   Strategise   Social   Engage   Business   Create   Framework   Share   Protect   Par/cipate  
  8. 8. Assess   Ø  Brand – company or organisation, products & services Ø  Competitors Ø  Partners Ø  Customers Brand   Customer   Ø  Keywords (You)   Ø  Presence Ø  Social Architecture Partner   Compe/tor   Ø  Engagement
  9. 9. Strategise   Ø  Link Social strategy to business drivers through Ø  Clear Goals and Objectives Ø  Prioritised into: •  Discrete programs •  Containing Initiatives •  Assigned Resources •  And Budgets Ø  …Addressing the Assessment findings
  10. 10. Create   Ø  Compelling Presence Ø  On the networks and platforms where your customers are Ø  Valuable content through Owned Media Ø  Amplification through Earned Media – user generated content and engagement Ø  Amplification through Shared Media – Communities where customers, partners and employee’s co create and collaborate Ø  Amplification through Paid and Promoted Media Ø  Interesting stories Ø  Calls to Action
  11. 11. Protect   Ø  Social Media Guidelines are in place Ø  Crisis Management Plan developed and integrated Ø  Social Media Policy in place and consistent Ø  Regulatory Compliance considered Ø  Data collection, retention and archiving determined Ø  Employee protections are in place Ø  Company protections are in place Ø  Periodic risk assessment is conducted
  12. 12. Par/cipate   Ø  Know Your F’s (fans, friends, followers) Ø  Influencers Ø  Customers Ø  Journalists Ø  Blogs Ø  Forums Ø  Communities Ø  Charity
  13. 13. Share   Ø  Promote Content Ø  Use Video if it makes sense Ø  Recognition and Reward Ø  Curate Ø  Aggregate Ø  Gamification Ø  Mobile Ø  SEO / SEM
  14. 14. Engage   Ø  Responsive Ø  Transparent Ø  Authentic Ø  Human Ø  Polls and Contests Ø  Promote others Ø  Benefits Ø  Recommendations
  15. 15. Monitor   Ø  Monitoring Tools and Services decided Ø  Keyword & Location searches Ø  Competitor tracking Ø  Brand tracking Ø  Key measures agreed Ø  Integration in place Ø  Workflow and escalation processes defined Ø  Mobile considered
  16. 16. What  You  Need  to  Know   Ø  No one wants a social relationship with your brand Ø  The basic tools may be free but becoming a social business requires investment Ø  Becoming a social business is not a marketing campaign but a cross functional business initiative Ø  Advocacy is the number ONE objective Ø  Creating a better customer experience is at the heart of becoming a social business. Ø  You need to ‘shift gears’ in product management, HR, Sales, Marketing, Support
  17. 17. Where  do  You  Start?   Ø  Depends on your social ‘maturity’ Ø  Starting Out – Assess! Ø  Foundation in place – Protect! Ø  Some programs running – Strategise! Ø  Active – Monitoring!
  18. 18. Next  Steps  
  19. 19. Thank You Ø  www.iGo2group.com Ø  www.facebook/igo2 Ø  www.twitter/igo2 Ø  team@igo2group.com Ø  www.slideshare.net/iGo2Group

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