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Building a Social
Business
Joshua-Michéle Ross
@jmichele
www.opposableplanets.com
Why Social Business?
What is Social Business?
How are Organizations Doing It?
“If You Are in Business
You’ve Got Problems”
                 -David Burk
The Real-Time News Cycle

             15+
                                   WSJ
Print

             MIL.





          ...
The Real-Time News Cycle

             15+
               CNET.com
       NYTimes.com
    CNN.com
   AP.com
   WSJ
Print

...
You Always Have Other Options
Only 14%

of people trust
                  78%

                  



















of

                  people
trust
...
Very high/ High   %
Nurses                                                     84
Druggists, pharmacists                  ...
o  Armed
forces 
                     
    
+43%

o  NGOs              
           
    
    
+27%

o  Educa7on
system    ...
Shifts in Media Habits

 The communications landscape has changed as a result of social media
 and the growth is exponenti...
Closed Newspapers: 2007




                          15
Closed Newspapers: 2007-2008




                               16
Closed Newspapers: 2007-2009




                               17
The time spent / ad spend gap

                   Ad
Spend
           Media
Time

      Online

         Radio
           ...
“No Flash Ads. No Banner ads. No pre-
roll video ads. Make an awesome
product and then find online
communities that would ...
The Internet is not disruptive because 
it shifts business models… 
It is disruptive because
it shifts mental models…
Analog  Digital
                 books, newspapers, music, movies
                 communications, commerce…




Slides 1...
Isolated  Networked
people, content, devices, systems
Tethered Mobile
everything is connected
workforce replaces workplace
Closed  Open
journalism, software, hardware, 
innovation
Subjects  Verbs
creators, publishers, critics, citizen 
journalists…
From
 

 
To
Analog
     Digital
Isolated
   Networked
Tethered
   Mobile
Closed
     Open
Past 
 

   Future
Analog
      Digital
Isolated
    Networked
Tethered
    Mobile
Closed
      Open
Business 
 Social Business
Analog
     Digital
Isolated
   Networked
Tethered
   Mobile
Closed
     Open
This marks the end of civilization
Credit: Richard Wiley
How do I stop these people?




                         Flickr: pacoalcantara
Is it Safe?
three key questions…
how do I align employee talent with organizational mission?
who “owns” social media and how do you “run” it?
how do I meas...
all answers are provisional
no one is getting everything right
proceed with more humility than caution
Marketing
Communications
Product Development
Human Resources
Legal
IT
Guidelines Framework
        CODE OF CONDUCT


  GENERAL GUIDELINES— All Employees

                   Getting Engaged
   ...
Who “owns” Social Media?
Who Wants the opportunity?
Who has a Mandate from top management?
Who has core competency that aligns with social
business...
How do you “run” it?




            Distributed
                                        Centralized
   Blended

       Th...
Three Models of Governance




    Distributed
                      Centralized
                        Blended

  The Ce...
Three Models of Governance




    Distributed
                      Centralized
                           Blended

  The...
measurement is costly
measurement is cultural
some things can never be measured
Don’t say ROI unless you mean it

ROI is a financial metric. Must take one of three forms:
 •  Revenue generated
 •  Cost s...
Consider Value Creation…

Value is an investment that eventually may be ‘cashed in’
as ROI. It is both tangible and intang...
Measurement, Research and Planning
       Business           Business                CommunicaOons
Model











      ...
Q&A

@jmichele
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Presentation at Web 2.0 Expo in San Francisco, Building a Social Business

Veröffentlicht in: Business
  • Thank you for posting your slides. I'm glad I was able to see the presentation live.
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Hi PatriksSlideshare,
    Thank you for the comment and I understand the confusion. In fact during my talk I mentioned my discomfort in using this new term - which has been appropriated by the business community (see: Dachis Group among others) - despite the fact that is has enormous descriptive power for how organizations need to rethink business in the age of social networks. I also pointed out that perhaps the move towards social norms replacing business norms will move all business further in the direction of Yunus' vision of mission driven organizations...
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Wrong Title
    Hi Joshua. Please change the title of your presentation, it is quite missleading. Social Business is not Social Media. Social Business is a non-loss, non-dividend company designed to address a social objective. Thank you :-)
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Nice presentation providing an overview to the growing popularity of social media.
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

Buildingasocialbusiness3

  1. 1. Building a Social Business Joshua-Michéle Ross @jmichele www.opposableplanets.com
  2. 2. Why Social Business? What is Social Business? How are Organizations Doing It?
  3. 3. “If You Are in Business You’ve Got Problems” -David Burk
  4. 4. The Real-Time News Cycle 15+
 WSJ
Print
 MIL.
 10+
 MIL.
 INFLUENCE
 5
 MIL.
 1
 MIL.
 5:30
PM
 12:00
AM
 5:30
PM
 Day
One
 Day
Two
 TIME

  5. 5. The Real-Time News Cycle 15+
 CNET.com
 NYTimes.com
 CNN.com
 AP.com
 WSJ
Print
 MIL.
 10+
 MIL.
 INFLUENCE
 5
 MIL.
 1
 MIL.
 5:30
PM
 12:00
AM
 5:30
PM
 Day
One
 Day
Two
 TIME

  6. 6. You Always Have Other Options
  7. 7. Only 14%
 of people trust 78%
 



















of
 people
trust
the
 advertisements recommendaOons
 of
their
peers
 {One-Way} {Conversation} Nielsen, “Trust in Advertising” Oct. 2007
  8. 8. Very high/ High % Nurses 84 Druggists, pharmacists 73 Veterinarians 71 Medical doctors 69 Dentists 62 Engineers 61 Clergy 58 College teachers 58 Policemen 54 Psychiatrists 38 Bankers 37 Chiropractors 36 Journalists 26 State governors 22 Business executives 18 Lawyers 18 Stockbrokers 17 Senators 15 Congressmen 14 Insurance salesmen 13 HMO managers 12 Advertising practitioners 11 Car salesmen 7 Gallup Poll. Dec. 8-10, 2006. N=1,009 adults USA nationwide. MoE ± 3. 11 11
  9. 9. o  Armed
forces 
 
 
+43%
 o  NGOs 
 
 
 
+27%
 o  Educa7on
system 
 
+26%
 o  Health
system 
 
+17%
 o  Trade
unions/labor 
 
+2%
 o  Legal
system 
 
 
‐2%
 o  Global
companies 
 
‐9%
 o  Large
na7onal
companies

‐10%
 Accenture
The
Business
of
Trust,
World
Economic
Forum
“Voice
of
the
People
Forum”
 *
Net
Ra7ng
=
%
trust
‐
%
distrust
 12
  10. 10. Shifts in Media Habits The communications landscape has changed as a result of social media and the growth is exponential 2009 Statistics: •  More than 70 million videos on YouTube •  Over 133,000,000 blogs indexed on Technorati •  1.7 billion tweets on Twitter •  400 million + users on Facebook representing 170 countries/territories •  Dramatic decline in newspaper circulation 14 14
  11. 11. Closed Newspapers: 2007 15
  12. 12. Closed Newspapers: 2007-2008 16
  13. 13. Closed Newspapers: 2007-2009 17
  14. 14. The time spent / ad spend gap Ad
Spend
 Media
Time
 Online
 Radio
 100%
 Magazines 
 Online
 80%
 Newspapers 
 Radio
 60%
 Magazines
 Newspapers
 Television
 40%
 20%
 Television
 Other 
 Source:
eMarketer,
Forrester
Research;
 ZenithOp7media;
Marketspace
Analysis

  15. 15. “No Flash Ads. No Banner ads. No pre- roll video ads. Make an awesome product and then find online communities that would like your product and become a member of that community. Allow the community to have conversations about your product or service and welcome the input.” Ethan Bodner – 17 – High School Senior (2007)
  16. 16. The Internet is not disruptive because it shifts business models… It is disruptive because it shifts mental models…
  17. 17. Analog  Digital books, newspapers, music, movies communications, commerce… Slides 11-18 adapted from Richard Wiley’s fantastic Slideshare presentation on open education
  18. 18. Isolated  Networked people, content, devices, systems
  19. 19. Tethered Mobile everything is connected workforce replaces workplace
  20. 20. Closed  Open journalism, software, hardware, innovation
  21. 21. Subjects  Verbs creators, publishers, critics, citizen journalists…
  22. 22. From  To Analog Digital Isolated Networked Tethered Mobile Closed Open
  23. 23. Past  Future Analog Digital Isolated Networked Tethered Mobile Closed Open
  24. 24. Business  Social Business Analog Digital Isolated Networked Tethered Mobile Closed Open
  25. 25. This marks the end of civilization
  26. 26. Credit: Richard Wiley
  27. 27. How do I stop these people? Flickr: pacoalcantara
  28. 28. Is it Safe?
  29. 29. three key questions…
  30. 30. how do I align employee talent with organizational mission? who “owns” social media and how do you “run” it? how do I measure a social business?
  31. 31. all answers are provisional no one is getting everything right proceed with more humility than caution
  32. 32. Marketing Communications Product Development Human Resources Legal IT
  33. 33. Guidelines Framework CODE OF CONDUCT GENERAL GUIDELINES— All Employees Getting Engaged (Action Steps and Best Practices) OFFICIAL GUIDELINES— Employee Reps Training and Certification Brand-Specific Extensions
  34. 34. Who “owns” Social Media?
  35. 35. Who Wants the opportunity? Who has a Mandate from top management? Who has core competency that aligns with social business objectives? Who is fittest to collaborate
  36. 36. How do you “run” it? Distributed Centralized Blended The Distributed Model • Let 1000 Flowers Bloom • All departments practice social media. Business unit and department executives leverage social channels. Based on http://adage.com/digital/article?article_id=142221
  37. 37. Three Models of Governance Distributed Centralized Blended The Centralized Model •  Executive sponsor leads. Goals, policies, guidelines, and investments are convened by a chair. •  Suitable in regulated industries, cultures with more formal hierarchy
  38. 38. Three Models of Governance Distributed Centralized Blended The Blended Model • Gives authority to the “edge” of the organization to engage the world • Provides some central planning and guidance
  39. 39. measurement is costly measurement is cultural some things can never be measured
  40. 40. Don’t say ROI unless you mean it ROI is a financial metric. Must take one of three forms: •  Revenue generated •  Cost savings •  Cost avoidance
  41. 41. Consider Value Creation… Value is an investment that eventually may be ‘cashed in’ as ROI. It is both tangible and intangible. •  Create awareness •  Increase purchase consideration •  Enhance brand strength •  Improve reputation
  42. 42. Measurement, Research and Planning Business Business CommunicaOons
Model











 Research Key Metrics Objectives Process Exposure Engagement Influence Action Approach Addressed Increase share of Reputation Media Net Positive positive coverage X monitoring OTS from 15 to 25% by and content year-end 2010 analysis Reproduced with permission from Don Bartholomew – metricsman.wordpress.com
  43. 43. Q&A @jmichele

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