Businesses must engage their employees and their customers to build loyalty, deepen relationships and gain access to insights that inspire future actions and drive profits, but how? How do you rise above the noise to deliver a compelling and differentiated customer experience that will help you not only survive, but thrive. This is not just about building great products or providing great customer support, but how to transform your business to earn the trust needed to fully serve your market - internally and externally

1. Becoming a
Social Business
Presented By:
Kristie Wells
Co-Founder, Social Media Club
@kristiewells

2. 2005: Social Media Was Born
Well, sort of.
Term ‘social media’ was coined
by @cshipley as "anything that uses
the internet to facilitate
conversations."

3. 2009
Term ‘social business’ coined
by @dachisgroup to “create and
capture value from emerging trends
in technology, society and the
workplace”
http://dachisgroup.com

4. A Social Business is a company that
embraces networks of people to
create business value.
via @IBM

5. Who Is Your Market?
http://www.flickr.com/photos/23502379@N06/2252997820/

6. Networks
Online Offline
External
Internal Offline
O

7. Networks Can Help You
Improve business operations
Provide access to expertise and
information
Improve products
Increase sales

8. Internal Network = most powerful
tool an organization has.

9. Why is it that I know more about
what my high school girlfriend had
for dinner than what is going on in
my organization?
Tony Zingale, CEO Jive
Jive Social Business Index Study, May 2011 http://bit.ly/nO5947

10. What can your business do to
empower your employees to
share, contribute, help effect
positive change within your
organization?

12. IBM is a Social Business
25k employees on Twitter
17k blogs (internal and external)
238k wiki pages, 1m+ views on internal wikis a day
12m+ instant messages sent daily
15k public, 16k private communities
1.1m social bookmarks
Largest referenced employer on LinkedIn
via @katmandelstein, IBM
http://www.slideshare.net/katmandelstein/social-media-masters-2011-nyc-kat-mandelstein-ibms-journey-to-becoming-a-social-business (page 16)

13. Rome was not built in
one day.

14. If someone like IBM can become a
social business, anyone can.

15. Who in your organization:
Has a personal blog?
Tweets?
Shoots video?
Takes photos?

16. Every employee is an ambassador,
whether you want them to be ...
or not.

17. Steve Yegge’s Google Rant
https://plus.google.com/112678702228711889851/posts/eVeouesvaVX

18. Strategic Planning, Including Consuming too much, too soon.
Crisis Communications
http://www.flickr.com/photos/lazydoll/2630758208/
http://www.flickr.com/photos/comedynose/4014541800/

19. Social Media Policy
Who. What. When. How. Why.
http://www.flickr.com/photos/imagelink/4006753760/

20. Social Media Policy
Who - Person (and department) responsible for
responding. Escalation policy in place?
What - Approved responses. Consistency of
corporate tone, messages, and more.
When - How fast do you need to react?
How - What channels? Publicly? Privately?
Why - You don’t need to respond to everything.

21. Defend Your Brand
Identify Potential Risks
Educate Employees,
Provide Training and
Guidelines
Share Knowledge
Develop Ambassadors
http://www.fas.org/irp/doddir/army/fm3-24fd.pdf

22. “It's the CMO's job to build brands.
It is all of our jobs to protect
brands.”
via @jcopulsky

25. #NOCincyBananaSplit

26. #bananasforCLT

27. “Becoming a social business requires
more than 'listening'. It's also how
you respond, adapt, what you do
with data”
via @chrisheuer

28. Beware of consuming
too much, too soon.
http://www.flickr.com/photos/lazydoll/2630758208/

30. Dell Monitoring Room

31. Gatorade Monitoring Room

32. Insights/Data
Escalation Needed?
Policy Changes?
Pricing Change?
Pat on the back?
Who needs to be informed?

33. Be Helpful.
via @kr8tr

34. Create More Value
Than You Take.
Like, 3x more.
The technical term for this is:
‘Common Sense Marketing”

35. Consuming too much, too soon.
Measure.
http://www.flickr.com/photos/lazydoll/2630758208/

36. What Metrics Are Important?
# of Blog Comments?
# of New Fans/Followers?
Website Hits?
Downloads?
Sales?

37. Sharing Data
What departments should receive
these insights?
Engineering?
Sales?
Marketing?
Customer Service?
Human Resources?

38. 6 things you control that will
strengthen your organization,
and hopefully,
if my logic works...
will build trust in the market,
and brand loyalty.

39. 1. Company Culture
What is your employee retention like?
http://www.flickr.com/photos/seeks2follow/2499439418

40. Deliver Happiness.
Tony Hsieh, @zappos
www.deliveringhappiness.com

41. Cube Farm or Imagination Zone?
http://www.flickr.com/photos/toprankblog/3023802216/

42. Making Happy Employees
http://www.flickr.com/photos/diatherman/155475826/

43. How Do You Show Appreciation?
http://www.flickr.com/photos/metrolibraryarchive/4112873723/sizes/z/in/photostream/

44. Shared Causes
http://www.flickr.com/photos/jcolman/3570829887/sizes/z/in/photostream/

45. 2. Digital Identity
Own Your Domain.
Secure Username. Everywhere.
Even if you don’t use platform (now), lock it in.
Build Out Profiles On All Platforms.
Photo, Logo, About Info, Links To Other SocNets
Avoid ‘Ghostland’ Effect

46. 3. Design For Collaboration
Chat Clients (Yammer, Gmail Chat)
Wikis (SocialText, Mediawiki)
Blogs (Wordpress, Blogger)
Video Conferencing (Skype/Google
Hangout)

47. 4. Open Lines of Communication
Involve employees, customers,
partners, investors (your
networks) in decisions.
Give them a voice.

48. Knowledge Flows
“More smart people outside any
one organization than inside, gaining
access to the most useful knowledge
flows requires reaching beyond the
four walls of any enterprise.”
via @jhagel
http://edgeperspectives.typepad.com/edge_perspectives/2009/08/defining-the-big-shift.html

49. 5. Educate Employees
Empower employees through
education.
Encourage life-long learning
(always be a student).

50. Be there to guide.
Offer assistance.
Communicate.
Empower.

51. 6. Consistent Messaging
Tone. Postings. Response.
Website, SocNets, Press

52. Be Open. Be Honest.
Be Human. Be Aware.
Be Respectful.

53. Apologize when mistakes
happen. Quickly.

54. 7. Bonus
Be willing to experiment.

55. What step can you take,
now?

56. Additional Credits
Home page:
http://www.flickr.com/photos/intersectionconsulting/4223175009/
Page 4:
http://free-extras.com/images/the_matrix-11341.htm, http://www.flickr.com/
photos/chrisheuer/4475345303/in/set-72157623733307840
http://www.flickr.com/photos/infusionsoft/4645855109/
http://www.flickr.com/photos/ross/15834052/sizes/z/in/photostream/

57. @KristieWells
001.415.577.9022
kristie@socialmediaclub.org
http://socialmediaclub.org/