2. What I Talk About Online
@rawn
Twitter
Forbes Blog
LinkedIn
Google+
General Social Business Management
3. Defining the
unique character
of the company’s
core promise!
Greenwell exists to nourish the soul,
3
providing organic foods that are gentle
on the earth—and healthy for the body.
With an all-local, farm-to-table approach,
the wholesale organization creates
products that retailers are proud to offer
their customers, at a price that everyone
can enjoy.!
!
4. Creating
Community and
Core Values!
Greenwell works to provide
every employee with a
consistent understanding of
the company’s unique
character, from compelling
product differentiators to the
company’s core values.!
!
5. Social Media Listening
and Sentiment Analysis!
The wholesale organization engages
in ongoing social listening and applies
advanced analytics to understand gaps
that exist between the company’s brand
and how their ideals are being perceived
in the real world.!
!
6. Real-time Community
Collaboration!
Greenwell employees use these consumer
insights to launch a new product that
upholds one of the brand’s core values—
affordability. These employees can
collaborate from nearly any device and any
geographic location.!
!
7. Idea Generation
with Employees!
Social business collaboration tools enable the
wholesale organization to solicit “best ideas,”
concepts and voting from large groups across
the Greenwell organization and its partner and
local producer ecosystem.!
!
8. Idea Generation
with Partners!
Retailers of Greenwell
products are empowered
to play a key role in the
end-to-end innovation
process, from idea
generation and refinement
to pricing and marketing.!
!
9. Collaborative
Planning!
Renovations Inc.—which handles Greenwell’s
product packaging—interacts with the community
from its own website for the product launch,
which means Renovations employees don’t leave
the familiarity of their own online environment.!
!
10. Employee Enablement and
Collaborative Decision-making!
As the launch continues, Greenwell can securely
communicate in real time with the launch team
and partner ecosystem whenever necessary. The
best, most informed decisions are being made at
every milestone.
11. Shared Metrics
and Reporting!
The product launch community not only serves
as a collaboration platform, but also as an
executive management tool. Greenwell
employees are able to present the CMO with a
progress report, providing visibility into the
project, its participants, and its overall popularity.!
!
12. Collaborative
Content Creation!
As the launch nears completion, it is crucial
that employees be able to create and review
content for the website as fast as possible.
Social business makes this process easier with
online document editing and real-time global
sharing of documents and media.!
!
13. Employee Training
for Social Media!
In addition to Communities, employees have
access to innovative applications like the Social
Indicator Type tool. This allows Greenwell to
create avenues for employee engagement and
advocacy, helping ensure that corporate culture
is reflected in both employee and brand.!
!
14. Social Governance
and Risk Mitigation!
Greenwell manages the risks of being a
social business by implementing business
conduct guidelines, clearly outlining that
online activity is bound by the same ethics
as all other business interactions.!
!
15. Customer and
Employee Advocacy!
Greenwell’s launch efforts have paid off—
the company has enhanced the integrity
and awareness of the Greenwell brand.
And because it is a social business, word
of the launch is lighting up a network of
advocates—employees, partners,
suppliers, and customers. !
!