1.
Social Business.

2.
Social Business.
Is not about social media.

3.
Social Business.
Is not about social media.
Not even about marketing.

4.
SOCIAL BUSINESS IS ABOUT
PRODUCING OUTCOMES THAT
MATTER TO THE BUSINESS…
… through people.

5.
This is our world today.
Ad overload

6.
This is our world today.
Ad overload Channel overload
Source : Qmee

7.
This is our world today.
Ad overload Channel overload Changing Buying Behavior
Source : Qmee

8.
BUYERS WAIT UNTIL THEY
HAVE COMPLETED 60-80% OF
THEIR RESEARCH BEFORE
REACHING OUT TO VENDORS
SiriusDecisions

9.
THIS IS HOW THEY WAIT…
The buyer, today
Aware of the problem
Search for solutions
Consider solutions
Build preference
Buy the product

10.
The seller
Inspire & attract
Educate & inform
Direct to solutions
Build trust
Persuade
THIS IS HOW THEY WAIT…
The buyer, today
Aware of the problem
Search for solutions
Consider solutions
Build preference
Buy the product

11.
The seller
Inspire & attract
Educate & inform
Direct to solutions
Build trust
Persuade
THIS IS HOW THEY WAIT…
The buyer, today
Aware of the problem
Search for solutions
Consider solutions
Build preference
Buy the product
research

12.
The seller
Inspire & attract
Educate & inform
Direct to solutions
Build trust
Persuade
THIS IS HOW THEY WAIT…
first contact
The buyer, today
Aware of the problem
Search for solutions
Consider solutions
Build preference
Buy the product
research

13.
THE END GOAL ISN’T A
PURCHASE ACTION ANYMORE.
THE NEW END-GOAL IS TRUST.

14.
IN A SOCIAL BUSINESS,
BUILDING TRUST IS DONE BY
EMPLOYEES.

15.
Customers and partners
>>> TRUST & INTEREST <<<
Marketing Sales Production
& Logistics
Customer
Service
Answer questions & business issues
(with products and content)
EMPLOYEES
BUILD
TRUST
…
…by answering questions to
technical, personal or business issues

16.
• Click to edit text
• Second level
So.
• Third level
• Fourth level
• Fifth level

17.
• Click to edit text
• Second level
So.
Trust is built through content.
• Third level
• Fourth level
• Fifth level

18.
• Click to edit text
• Second level
So.
Trust is built through content.
And through social interactions.
• Third level
• Fourth level
• Fifth level

19.
• Click to edit text
• Second level
So.
Trust is built through content.
And through social interactions.
• Third level
• Fourth level
• Fifth level
Employees breathe life into that content.

20.
• Click to edit text
• Second level
So.
Trust is built through content.
And through social interactions.
• Third level
• Fourth level
• Fifth level
Employees breathe life into that content.
Without employees, everything falls…

21.
• Click to edit text
• Second level
So.
Trust is built through content.
And through social interactions.
• Third level
• Fourth level
• Fifth level
Employees breathe life into that content.
Without employees, everything falls…
flat.

22.
• Click to edit text
• Second level
FLAT.
• Third level
• Fourth level
• Fifth level

23.
SO,

24.
SO,
START CREATING A CULTURE

25.
SO,
START CREATING A CULTURE
OF EDUCATION AND SHARING,

26.
SO,
START CREATING A CULTURE
OF EDUCATION AND SHARING,
INTERNALLY AND EXTERNALLY.

27.
TRAIN EMPLOYEES ON NEW ROLES
AND RESPONSIBILITIES
• Evangelization
• Content creation &
amplification
• Social media and escalation
mechanisms
• New roles, processes and
governance

28.
DEVELOP NEW PROCESSES
TO LISTEN AND ANSWER TO
CUSTOMERS

29.
NEW PROCESSES TO
“LISTEN” AND “ANSWER
LISTEN
ANSWERS
EDITORIAL
PLAN
CREATION
PROJECT MGMT
PUBLISH &
PROMOTE
CONVERSATION
MGMT
MEASURE
Business Objectives
Marketing Strategy
Brand DNA
Roadmap
SOCIAL MEDIA
STRATEGY
“themes”
Content Marketing
Strategy
Content Strategy
© HappiFish

30.
CREATE YOUR
ANSWERING TEAM

31.
2 TYPES
OF
CONTENT
A-team
Orchestrated & planned
content

32.
2 TYPES
OF
CONTENT
A-team Employee community
Orchestrated & planned
content
Peer to Peer
content

33.
USE THE POWER OF EMPLOYEE
CONTENT AMPLIFICATION
300 employees
150 contacts first degree
22.500 second degree

34.
USE THE POWER OF EMPLOYEE
CONTENT AMPLIFICATION
300 employees
150 contacts first degree
22.500 second degree

35.
USE THE POWER OF EMPLOYEE
CONTENT AMPLIFICATION
300 employees
150 contacts first degree
22.500 second degree
45.000 first degree
6,7M second degree

36.
LET’S LOOK AT

37.
BEST PRACTICES FROM IBM, ADOBE,
DELL Program IBM Adobe Dell
Social policy X X X
Employee enablement • Digital IBMer knowledge hub
• Opt-in programs with
rewards
• Trainings with certificates &
perks
• Basic, intermediate & advanced training
• Certification
• Online and quarterly
• Badges
• Sharing master ontent calendars
• Sharing weekly summary of content
highlights
• Adobe social platform
• DL emails with sample tweets
SMaC University interactive
courses (mandatory and optional)
SalesForce chatter
Certification, badges & rewards
Outside expert presentations
Employee “unconferences”
Culture programs • Online “Jam” Events
• Hackatons
• Technology adoption
program
• Forward thinker program
• IBM Select
• Client executive engagement
• Centre of excellence
• Forums for best practice sharing
• External social media experts presenting
• Opt-in based objectives
• Social council
• “Ask a pro” session
SMaRT initiatives
Customer advistory panel days
Social Think Tanks
Social outreach services
SMaC Champions
Mentoring • Social selling champions
program
• Social buddy program
• Follow the leader program
Influencer program • Smarter planet
• Citizen IBM
• IBM Research
• Midsize Insider
Too much to read, isn’t it ?
• Process to communicate with internal Adobe
evangelists and bloggers
Dell Rockstar program
Social listening command centre

38.
Let’s see.

39.
Let’s see.
What have they done in common?

40.
Let’s see.
What have they done in common?
What is it that made them a social business?

41.
Let’s see.
What have they done in common?
What is it that made them a social business?
And what can a smaller company learn from it?

42.
THIS IS WHAT YOU CAN LEARN…

43.
THIS…
Employee enablement tools
Social policy
Training programs
Gamification – certificates & perks
Incentivation – course credit, recognition and other rewards

44.
THIS…
Employee enablement tools
Social policy
Training programs
Gamification – certificates & perks
Incentivation – course credit, recognition and other rewards
Give clear objectives
Enthusiastic employees after training, but often hesitant to go
social.
Once one particular objective has been reached, the employee
moves to a new task

45.
AND THIS…
Let progress come organically
Find the internal and external platforms that fit best

46.
AND THIS…
Let progress come organically
Find the internal and external platforms that fit best
Take a multi-lateral approach
Both “bottom’s up” and a “top-down” approach
Employees drive the change
Executive leadership validates providing greater resources
and rewards

47.
AND THIS…
Let progress come organically
Find the internal and external platforms that fit best
Take a multi-lateral approach
Both “bottom’s up” and a “top-down” approach
Employees drive the change
Executive leadership validates providing greater resources
and rewards
Don’t boil the ocean - Build change into process
Focus on small, reachable goals, re-evaluate constantly, and
work toward larger goals

48.
Want more practical details ?
Check out this blog post

49.
• Only corporate cultures rooted in trust can do this
• Enrich your culture - content, sharing and social
• Connect “peers to peers” – train, facilitate, remove
barriers
• Key team with power – involvement
• Communicate the vision & show success
KEY
SUCCESS
CRITERIA

50.
www.happifish.be
We are HappiFish. From Belgium.
(You know, the land of chocolate and beer?)
We help companies to create marketing that
people actually want.
Because we believe marketing should be
relevant to customers.

51.
www.happifish.be
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52.
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TOUCH
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