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A Framework to Evolve from a Social Brand to a Social Business - what is a Social Business?> Is Customer Centric> Creates valuable Content> Social is Cross functional> Is Adaptive> Collaborates in all key processes> Seek to create Communities inside and outside the firewall> Shows Empathy and a Human side> Participation is encouraged (Engage without Fear)
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iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions
Becoming a Social Business
A Framework to Evolve from a Social Brand to a Social Business
Techtonic Forces in Business Today
Your Business Future
Social
Mobile Local
Cloud
Creating Customer Value
From Social Brand Ø A social brand focuses on external
communications Ø A social brand is all about
engagement with the social customer.
Ø A social brand is owned by marketing
Ø A social brand is measured by clicks, impressions, reach, Likes, comments, RTs, etc.
Ø With a social brand, budgets are usually allocated toward agencies, community management, Facebook applications, blog development, etc.
To Social Business Ø A social business focuses on internal
communications. Ø A social business is all about
engagement with employees. Ø A social business should be owned by
the entire organization Ø A social business is measured by
organizational change. Ø Most investments in social business
initiatives revolve around internal communities, social technologies, and training.
Thanks to Michael Brito
What is a Social Business?
Thanks to Michael Brito
Characteristics of a Social Business
Ø Is Customer Centric Ø Creates valuable Content Ø Social is Cross functional Ø Is Adaptive Ø Collaborates in all key processes Ø Seek to create Communities inside and outside the
firewall Ø Shows Empathy and a Human side Ø Participation is encouraged (Engage without Fear)
What is a Social Business
Ø Views its entire value chain as a set of collaborative networks called communities and embraces technology that focuses on the relationships, conversations and business activities that occur in these networks.
Ø View communities as a strategic common space for colleagues, customers and partners to communicate, innovate ideas, ask questions, share knowledge, search and filters on hashtags.
Ø Rethink the way information is published, consumed and shared throughout your ecosystem and embrace the activity stream as your primary collaboration dashboard.
Ø Think in terms of communities and embrace technology that provides an integrated collaboration experience, simplifies the process of sharing and connecting people, accelerates ideation and expertise discovery, streamlines the aggregation and consumption of content, and brings visibility and transparency to the real conversations, issues, opportunities and business activities that are happening across your value chain.
Assess
Strategise
Create
Protect
Par/cipate
Share
Engage
Monitor
Social Business
Framework
8 Point Framework for Social Business
Ø Brand – company or organisation, products & services Ø Competitors Ø Partners Ø Customers Ø Keywords Ø Presence Ø Social Architecture Ø Engagement
Assess
Customer Brand (You)
Partner Compe/tor
Ø Link Social strategy to business drivers through Ø Clear Goals and Objectives Ø Prioritised into:
• Discrete programs • Containing Initiatives • Assigned Resources • And Budgets
Ø …Addressing the Assessment findings
Strategise
Ø Compelling Presence Ø On the networks and platforms where your customers are Ø Valuable content through Owned Media Ø Amplification through Earned Media – user generated content
and engagement Ø Amplification through Shared Media – Communities where
customers, partners and employee’s co create and collaborate
Ø Amplification through Paid and Promoted Media Ø Interesting stories Ø Calls to Action
Create
Ø Social Media Guidelines are in place Ø Crisis Management Plan developed and integrated Ø Social Media Policy in place and consistent Ø Regulatory Compliance considered Ø Data collection, retention and archiving determined Ø Employee protections are in place Ø Company protections are in place Ø Periodic risk assessment is conducted
Protect
Ø Know Your F’s (fans, friends, followers) Ø Influencers Ø Customers Ø Journalists Ø Blogs Ø Forums Ø Communities Ø Charity
Par/cipate
Ø Promote Content Ø Use Video if it makes sense Ø Recognition and Reward Ø Curate Ø Aggregate Ø Gamification Ø Mobile Ø SEO / SEM
Share
Ø Responsive Ø Transparent Ø Authentic Ø Human Ø Polls and Contests Ø Promote others Ø Benefits Ø Recommendations
Engage
Monitor
Ø Monitoring Tools and Services decided Ø Keyword & Location searches Ø Competitor tracking Ø Brand tracking Ø Key measures agreed Ø Integration in place Ø Workflow and escalation processes defined Ø Mobile considered
What You Need to Know
Ø No one wants a social relationship with your brand Ø The basic tools may be free but becoming a social
business requires investment Ø Becoming a social business is not a marketing campaign
but a cross functional business initiative Ø Advocacy is the number ONE objective Ø Creating a better customer experience is at the heart of
becoming a social business. Ø You need to ‘shift gears’ in product management, HR,
Sales, Marketing, Support
Where do You Start?
Ø Depends on your social ‘maturity’ Ø Starting Out – Assess! Ø Foundation in place – Protect! Ø Some programs running – Strategise! Ø Active – Monitoring!
Next Steps
Thank You
Ø www.iGo2group.com Ø www.facebook/igo2 Ø www.twitter/igo2 Ø [email protected] Ø www.slideshare.net/iGo2Group