Click me
Transcribed

Let’s Get Down to Social Business

SOCIAL BUSINESS IMPERATIVE SMART BUSINESS, SOCIAL BUSINESS: A Playbook For Social Media in Your Organization BY MICHAEL BRITO thesocialbusinessbook.com @britopian Who is the Social Customer? What is a Social Business? The social customer is nothing new. Since the beginning of time, consumers have been sharing their thoughts, opinions, joy, fears and criticisms with their friends, family, community groups, even strangers about the brands they love and the ones they hate. The difference today is that the social customer now has a voice that can travel far beyond the living room. They are influential and their opinions are now amplified on the social web and also appear in the search engine results. A social business is a natural evolution (sometimes forced) that organizations go through in order to address the social customer. The evolution considers change management, organizational models, internal collaboration, technology, governance, employee activation, education and global considerations. An organization must first exemplify characteristics of a social business if they truly want to be an effective social brand. The Social Business Declaration Organizations cannot and will not have effective, external conversations with the social customer unless they can have effective internal conversations with each other first. PEOPLE PROCESS Organizational Models Executive Support Change Management Orgonizational Silos Govermance Social Media Guidelines Global & Enterprise Expansion Feedback WorkFlows Collaboration Employee Activation Organizational Measurement Marketing Investments Philosophy Social Business Readiness TECHNOLOGY Internal Collaboration & Community Software Social CRM Listening Platforms Social Relationship Management Metrics Applications The Evolution of Social Business Social Business 2008-Present Social Brand 2003- Present Social Customer 1995 - Present Technology Innovation gives Companies and brands join Twitter, Facebook and create Organizations begin humanizing business operations CUstomers a voice corporate blogs They are influential Organizational models are formed to include social medio Amplified voice across the social web Engage with the social Customer in varioUs channels Organizational silos are torn down behween internal teams Google indexing critical conversations about companies Social Media teams are forming slowly Governance models and social media policies are created Social Customers are trusted amongst their peers as influence grows Smoll budgets are allocated on a project basis to social media engogement and community building Social becomes an essential attribute of organizational culture Common Social Organizational Models Effective internal collaboration can only be facilitated though an effective organizational model. CENTRALIZED In a centralized organizational model, the strategy and execution is managed at the corporate level and governed without much collaboration with other business units such as product organizations, cUstomer support and various geographies. Organizations such as this are usually without social media guidelines, governance models and rarely share best practices with other functional teams. Country or Geo Marketing Product Management Product Marketing Business Business Unit Business Geo Geo Unit Unit - Organizational Silos Corporate Marketing Public Relations Marketing (Media, Web, Channel) Social Media DECENTRALIZED Many decentralized organizations are a natural result of silos; whereby various business units, namely product organizations and customer support, start using social media to communicate to their customers, troubleshoot Customers support issues and even find sales leads. Becouse there is no governance, training or internal communication, many of these business units are engaging blindly and some are making mistakes. Internally this is causing a confusion of roles and responsibilities, little to no collaboration and organizations conflict because there is no clarity on who actually owns social media as a job function. Country or Geo Marketing Social Media Product Management Product Marketing Social Media Business Business Business Geo Geo Unit Unit Unit Organizational Silos Corporate Marketing Public Relations Marketing (Media, Web, Channel) Social Media A FULLY COLLABORATIVE SOCIAL ORGANIZATION In a fully collaborative social organization, there is a Social Media Center of Excellence (COE) team that reports into corporate marketing. The COE serves as a governing body and is responsible for creating governance models (policies), facilitating best practice sharing, training and many times they are creating the global and brand strategy for social media. This type of organization is empowering and amplifying employees to engage externally regardless of their job function or what business unit they report into. In many cases, the business units (product organizations, Customer support, human resources, sales and various geographies) are responsible for the execution of social media programs, leveraging best practices, strategic support and guidance from the COE. Product Management Product Marketing Social Media Business Unit Governance/Collaboration/Training Product Management Product Marketing Social Media Business Unit Corporate Marketing Product Management Product Marketing Social Media Business Unit Public Relations Marketing (Media, Web, Channel) Social Media Center of Excellence Geo Country or Geo Marketing Social Media Social Business Facts Average Annual Social Business Budget Per Corporation by Company Revenue Information Provided By: ALTIMETER Less than $250 million $229,000 $250 million to less than $1 billion $408.000 $1 billion to less thon $10 billion $568,000 More than $10 billion $2,057,000 All Companies $833,000 SO $500 thousand $1 million $1.5 million $2 million BUDGET Average Length of Existence of Social Media Programs within Organizations Information Provided By: ALTIMETER Under 1 Year 29% 1 Year to < 2 Years 33% 2 Years to < 3 Years 20% 3 Yegrs to < 4 Yegrs 9% 4 Yegrs to <5 Yegrs 4% More Than 5 Years 5% 0% 10% 20% 30% 40% PERCENTAGE Activities Included in Organizations' Social Media Plans as of May 2010 Information Provided By: eMarketer. Preparing and Distributing Protocols/Policies for Utilizations of Social Media Sites by Specific Departments 29% Distributing Guidelines For All Employees Regarding Their General Use of Social Media for Professional and Personal Use 39% Preparing and Distributing Protocols/Policies for Ongoing Communications, Including How to Respond to Positive/Negative Comments On Social Media Sites 45% Planning for Ongoing Monitoring of Brand Reputation in the Social Media Environment 52% Specifying the Proper Configuration of Account Settings on Important Social Media Sites 55% Setting Up Metrics/Tracking Methods to Measure ROI of Social Media Activities 71% Researching How Brand Competitors and Key Stakeholders are Utilizing Social Media 74% Registering Branded Usernames on Important Social Media Sites 77% Allocating Resources for Ongoing Social Media Activities 90% 0% 20% 40% 60% 80% 100% PERCENTAGE Maturity Drives Average Budget, Team Size, and How Corporations Organize for Social Business in 2010 Information Provided By: ALTIMETER NOVICE INTERMEDIATE ADVANCED Average Budget $66,000 $1,002,000 $1,364,000 Average Team Size 3.1 8.2 20.8 Most Common Centralized (37%) Hub and Spoke (49%) Hub and Spoke (44%) Organizational Models Decentralized (23%) Centralized (25%) Centralized (28%) Multiple Hub and Spoke (18%) Hub and Spoke (23%) Multiple Hub and Spoke (19%) Social Business Technology Vendors ENTERPRISE COLLABORATION AND COMMUNITY IBM jive SharePoint tibbr SOCIAL RELATIONSHIP MANAGEMENT SYNCAPSE awareness sprinklr vitrue social marketing software SOCIAL CRM * nımble hear say SUGARCRM. SOCIAL LISTENING meltwater lithium radian Nielsen buz BuzzMetrics www.THESOCIALBUSINESSBOOK.COM Created by OnlineMBA.com for Michael Brito FOUND IN THE SOCIAL BUSINESS BOOK OMPANY REVENUE

Let’s Get Down to Social Business

shared by kcatoto on Jan 24
209 views
0 shares
0 comments
Let’s dive into the burgeoning world of Social Business. This new generation of technologies is rising up to meet a growing demand for connectivity and transforming all aspects of business. Amid the...

Source

Unknown. Add a source

Category

Business
Did you work on this visual? Claim credit!

Get a Quote

Embed Code

For hosted site:

Click the code to copy

For wordpress.com:

Click the code to copy
Customize size