CEO Institute Social Media in Business….a meeting of minds

Company Overview

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KINSHIP  digital  is  a  social  consultancy  that  specialises  in  understanding,  developing  and  protec:ng  its  clients’  reputa:on,  brands,  businesses  and  people  in  Social  Media.    

Discussion Overview

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Topics  

1   Why  this  Social  Media  addic:on  -­‐  an  Australian  perspec:ve?  

2   Consequences  of  this  Social  Media  wave  for  enterprise  and  execu:ves  

3   A  strategic  view  of  Social  Media  within  and  outside  the  enterprise  

4   Review  of  Social  Media  use  cases  that  deliver  ROI  

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Why this Social Media addiction - an Australian perspective?

Your, my, our desire… •  to be taken seriously. •  to find my place in the world. •  to have something to believe in. •  to connect with each other. •  to be useful. •  to belong. •  for more. •  for control. •  for something to happen. •  for love and to be loved.

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Consequences of this Social Media wave for enterprise and executives

E  LIVE  IN  A  MULTI-­‐SCREEN    ECONOMY  W

TTENTION  DEFICIT  DISORDER  A

OMMUNICATION  HAS  NO  BOUNDARIES  C

VERYONE  HAS  A  VOICE,  INFLUENTIAL  E

RANDS  NEED  TO  START  THINKING    LIKE  MEDIA  COMPANIES  B

SOCIAL MEDIA

THE BRIGHT & SHINY “THING” CALLED ….

@Michae1Green"

Executive Dilemma

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Social Media “Marketing” Has Caused Internal Business Challenges

EMPLOYEES"Inappropriate use of social media"

INTERNAL"Confusion of roles & responsibilities"

INCONSISTENT"Social media measurement practices"

OUTDATED"Crisis communications models

EXPANDING"Social media programs globally"

NON-EXISTENT"Governance models & Policies"

DISJOINTED"Content & Community Practices

TECHNOLOGY"Selection and adoption within the org"

@Michae1Green"

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A strategic view of Social Media within and outside the enterprise

CORE  BUSINESS  REMAINS  THE  SAME  

81%  of  consumers  using  social  media  say  it's  important  for  businesses  to  respond  to  ques:ons  and  complaints  and  within  

a  reasonable  amount  of  :me.  

•  Most social customers don’t think of themselves as social customers •  Their behavior is dynamic •  Conversations sprout everywhere – Twitter, Instagram, Pinterest,

Facebook •  Social Customers are influential regardless of how many friends, fans

and followers they have

@Michae1Green"

OPERA

TIONAL  

EXCE

LLEN

CE  

INTERNAL (employees)

EXTERNAL (customers, partners, media)

THE SOCIAL BUSINESS

SALES/REVENUE CUSTOMER ADVOCACY PRODUCT FEEDBACK

COMMUNITY ENGAGEMENT CUSTOMER/SALES SUPPORT CUSTOMER SATISFACTION

COLLABORATION KNOWLEDGE SHARING SOCIAL ENABLEMENT

PROCESS IMPROVEMENT PRODUCT INNOVATION EMPLOYEE ADVOCACY

SOCIAL  BRA

ND  

1

2

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The Stakeholder Ecosystem Value Creation Model

Community Management Marketing

Customer Service Communications

Events Campaigns Advocacy

Crisis

SOCIAL BRAND (External)

SOCIAL BUSINESS(Internal)

RESULTS

Training Process

Collaboration Organization Models

Research & Development Policies & Guidelines Knowledge Sharing

Culture

Programs  

Infrastructure  

@Michae1Green"

Understanding The Social Brand VersusSocial Business

Source:  David  Armarno  

So then what is a Social Business? •  focuses on internal communications - so that the organisation is in

step with it customers, markets, shareholders and so on. •  is all about engagement with employees - so that employees are

better connected with their customers. •  should be owned by the entire organisation - collaboration leads to

better and more inclusive decision making •  is measured by organisational change - and how processes such as

marketing campaign launches are better thought out. •  Most investments in social business initiatives revolve around internal

communities, social technologies, and training. •  ...and most importantly the change, measurement, culture and focus

of the Social Business objectives are owned by the executive management within an organisation.

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Review of Social Media use cases that deliver ROI

Social Business Affects More ThanJust Marketing

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COMMUNICATIONS

CUSTOMER SERVICE

SALES

PRODUCT DEVELOPMENT

HUMAN RESOURCES

SUPPLY CHAIN

Deeper  levels  of  engagement  with  the  social  customer  through  consistent  and  relevant  content;  ability  to  scale  opera:ons  globally.    

The  ability  to  solve  customer  problems  quickly  and  efficiently.      

Increased  collabora:on  between  sales  professionals  in  the  industry;  robust  social  CRM  pla^orm  and  analy:cs    

Product  and  process  innova:on  using  the  collec:ve  intellect  of  the  community  

Staffing  &  recrui:ng,  employee  engagement  and  empowerment  

Bring  products  to  market  faster  through  increased  collabora:on  with  partners  in  the  supply  chain  

EXECUTE BUSINESS VALUE

CUSTOMER SERVICE ü  Rapid Social

Support Response ü  Seamless Customer

Experience ü  Peer-to-Peer

Crowd-sourced Support

DIGITAL PR & COMMS ü Online Reputation

Management ü Crisis

Management ü  Proactive PR/

Comms

SOCIAL SALES ü  Sales Insights ü Competitive

Intelligence ü  Lead Response

Centre

SOCIAL MARKETING ü  Social Marketing

Insights ü  Rapid Social

Marketing Response

ü  Social Campaign Tracking

ü  Social Event Management

@Michae1Green"

External Use Cases

Social Maturity Journey

1. From reporting to curating and embedding

2. From analysis and synthesis to structuring and mining

3. From data gathering to engaging and tracking

4. From identifying data to mapping people and conversation

@Michae1Green"

@Michae1Green"

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Okay, Bullshit Aside, Now What?

CEO Implications •  Social is about engagement and relationships •  Fit social into your business - not the other way around •  Social is not a Silo •  Social involves your entire Organisation •  Engagement cannot be Outsourced •  Success requires Engagement without Fear •  Social is based on Sharing •  Social is Not Ad Hoc •  Fish where the fish are •  Social is Measurable

YOU MUST BE PREPARED TO TRANSFORM YOUR BUSINESS AT THE SPEED OF CHANGE

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Social Business requires a New Leadership Paradigm Social Media and channels like Twitter and Facebook is just “a thing”; the real change comes from within us (the think > do > get paradigm) and starts with:

•  A shift from “I” to “we”

•  A shift from “what’s in it for me” to “what’s best for the common good”

•  A shift from being the “best in the world” to the “best for the world”

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Take control. Succeed. Lead. It’s time to ask more of your Social Media.

•  Is your Social strategy actively increasing the value of your business? •  Is it measureable? Predictable? Responsive? •  Do you know exactly what’s working, and what isn’t? •  Do you have a clear view of who’s talking about your business, and what’s

being said? •  Do you have an accurate, comprehensive and up-to-the-minute view of what

your competitors are up to?

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EVALUATERESEARCH SOCIAL

LANDSCAPE

ESTABLISHA STRATEGY & TEAM

EXECUTEOPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE

LISTEN • Identify listening and CRM software • Establish a social media listening center

• Determine internal & external topics

PLAN • Create plan for employee and partner training • Process and collaboration design

• Crisis coms and customers support escalation tree

ENGAGE • Launch programs, events and campaigns • Manage internal collaboration and communication projects

• Expand teams and channels globally

• Define strategy (goals, actions, KPIs)

• Identify the right teams, stakeholders and emp

• Establish roles & responsibilities • Achieve buy-in from senior leadership

• Establish Social Architecture & a measurement framework

• Conversation and sentiment analysis

• Surveys, polls and stakeholder interviews

• Data mining from social channels • Intelligence gathering Market

& Competitor)

• Social Architecture Review

• Identify Business Use Cases and Benchmarking

@Michae1Green"

Customer Engagement Process

Questions

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