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An introduction to what BLOOM's Masterclass will entail.
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WWW.BLOOMWORLDWIDE.COM
Grown Up Social Media: Making social work harder for your business
Hosted by Social Media Week London Wednesday 25 September 2013
#SmwBloom
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Introducing BLOOM
BLOOM Worldwide is a social media agency specialising in social business
INSIGHT
STRATEGY CONTENT
TECH
FROM ‘DOING SOCIAL’ TO
‘BEING SOCIAL’
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Introducing the BLOOMers
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What we’ll cover today
What is a social business?
What is social business maturity?
What stage is your business at?
What do you need to do to move to the next level?
Outline of the session
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Intended outcome
“I know what social business is, and why it’s important for my
company”
THEORY
“I know how advanced my business is, and how far I have to go”
RELEVANCE
“I have clear actions to take my business to the next level”
ACTION
What we want you to walk away with
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What is social business?
Grown Up Social Media: Making social work harder for your business
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Social media evolution
From doing social to being social
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The difference between doing social and being social
SOCIAL BUSINESS Strategic Scalable
Integrated Used for multiple business
functions Dialogue
Engagement Value for the consumer
Advocacy Customer-centric
Key strategic business objectives Large-scale returns
BUSINESS AS USUAL Tactical
Not scalable Siloed
Used as traditional PR/marcomms channel Broadcast
Speaking & listening Value for the business
Loyalty Company-centric
Tactical marketing metrics Small-scale results
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What is a social business?
A business that has been purposely designed to eke the maximum from social platforms, tools and technologies in order to foster a culture of knowledge sharing, collaboration and engagement with everybody.*
* That’s employees, stakeholders, customers, prospects and everybody that matters to the business…
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The BLOOM Way to social business
Inside your business
Outside your business
YOUR CUSTOMER
GOVERNANCE
EDUCATION
TECHNOLOGY
VISION & PURPOSE
SOCIAL BIZ STRATEGY
CHANGE MANAGEMENT
BUSINESS INSIGHT
KPI SETTING & MEASUREMENT
SOCIAL MEDIA STRATEGY
SOCIAL PLATFORMS
INFLUENCE & ADVOCACY
SOCIAL INSIGHT
COMMUNITY MANAGEMENT
CONTENT DEVELOPMENT
SOCIAL CRM
CAMPAIGN & PROGRAMME
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What could social business do for your business?
Engaged customers Consumer insights
Increased brand reputation
Advocacy Influence
Competitive advantage
Consumer intelligence Collaboration
Agile, entrepreneurial business
Knowledge sharing Faster access to expertise
Faster product development cycle
INCREASE REVENUE
INCREASE MARKET SHARE
REDUCE COSTS
IMPROVE INNOVATION &
GROWTH
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Cultivating the Nike+ social community
INCREASED MARKET SHARE
SHARE OF US RUNNING SHOW MARKET INCREASED TO 61% WITHIN 3 YEARS OF
PRODUCT LAUNCH
NIKE+ AS A CONSUMER LIFESTYLE CHOICE
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IBM’s social business transformation
REDUCED COSTS
HELP DESK SUPPORT COSTS REDUCED BY MORE
THAN $100 MILLION A YEAR
TIME TO COMPLETE PROJECTS REDUCED BY
30%
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Empowering Cemex employees to share globally
IMPROVED INNOVATION &
GROWTH
USED BY MORE THAN 95% OF COMPANY’S EMPLOYEES
FASTER ACCESS TO EXPERTISE
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What is social business maturity?
Grown Up Social Media: Making social work harder for your business
WWW.BLOOMWORLDWIDE.COM
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Social Business Maturity Framework 1
Experimental
We are mostly experimenting with
social media
2 Tactical
We have a number of tactical
activations in place which are largely
campaign, event or platform driven
3 Formalised
We have a formalised holistic
programme encompassing
multiple business functions that is part of an overall
strategy
4 Mature
We have a formalised
programme and long term strategy, across MOST of the
company
5 Trailblazing
We have a formalised
programme and long term strategy, across the WHOLE company and are trailblazing in our
sector
Hallmarks of each phase: • Driven at a
grassroots level by one passionate individual
• Small/no budget
• Low visibility • Mainly
broadcasting messages
• Using freeware • Ad hoc
measurement
• Driven at an operational level by one department
• Small budget • Platform &
content focus • Use of
incumbent generalist agencies
• Tracking some metrics e.g. fans/campaigns
• Siloed multi-departmental activity
• Social business structure & KPIs in place
• Increasing budget
• Building internal capabilities and use of specialist agencies
• ‘Always on’ approach
• Co-ordinated by multiple departments
• Senior management sponsorship
• Significant budget allocation
• Strategy delivering on business goals
• Insight driving biz planning
• Driven by visionary senior management
• Activated across the whole business
• Strategic business priority
• Cutting edge programmes delivered at scale
• Realtime insight driving action
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Social Business maturity framework evaluation criteria
INTERNAL CRITERIA • PROGRAMME • LEADERSHIP • ORG MODEL • CULTURE • EMPLOYEES • HEADCOUNT • BUDGET • GOVERNANCE • EDUCATION • TOOLS & TECH • SUPPLIERS • MEASUREMENT
EXTERNAL CRITERIA • ACTIVITY • INSIGHT • EXPENDITURE • IMPACT • PRESENCE • SENTIMENT • ENGAGEMENT • INFLUENCE • CONVERSATION • CONTENT • COMMUNITY • COMPETITORS
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Roger’s innovations adoption curve
INNOVATORS 2.5%
EARLY ADOPTERS 13.5%
EARLY MAJORITY 34%
LATE MAJORITY 34%
LAGGARDS 16%
THE
CH
ASM
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Roger’s innovations adoption curve
INNOVATORS 2.5%
EARLY ADOPTERS 13.5%
EARLY MAJORITY 34%
LATE MAJORITY 34%
LAGGARDS 16%
THE
CH
ASM
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Social business S curve
Time
Soci
al b
usin
ess
mat
urity
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Social business S curve
Time
Soci
al b
usin
ess
mat
urity
EXPERIMENTAL
TACTICAL
FORMALISED
MATURE
TRAILBLAZING
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ROI will increase as social business maturity increases
Time
Soci
al b
usin
ess
mat
urity
OPTIMISATION
ROI
EFFICIENCIES AND SAVINGS
COMPETITIVE ADVANTAGE
SALES
INNOVATION
GROWTH
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What stage is your business at?
Grown Up Social Media: Making social work harder for your business
WWW.BLOOMWORLDWIDE.COM
Social Business Maturity Framework 1
Experimental
We are mostly experimenting with
social media
2 Tactical
We have a number of tactical
activations in place which are largely
campaign, event or platform driven
3 Formalised
We have a formalised holistic
programme encompassing
multiple business functions that is part of an overall
strategy
4 Mature
We have a formalised
programme and long term strategy, across MOST of the
company
5 Trailblazing
We have a formalised
programme and long term strategy, across the WHOLE company and are trailblazing in our
sector
Hallmarks of each phase: • Driven at a
grassroots level by one passionate individual
• Small/no budget
• Low visibility • Mainly
broadcasting messages
• Using freeware • Ad hoc
measurement
• Driven at an operational level by one department
• Small budget • Platform &
content focus • Use of
incumbent generalist agencies
• Tracking some metrics e.g. fans/campaigns
• Siloed multi-departmental activity
• Social business structure & KPIs in place
• Increasing budget
• Building internal capabilities and use of specialist agencies
• ‘Always on’ approach
• Co-ordinated by multiple departments
• Senior management sponsorship
• Significant budget allocation
• Strategy delivering on business goals
• Insight driving biz planning
• Driven by visionary senior management
• Activated across the whole business
• Strategic business priority
• Cutting edge programmes delivered at scale
• Realtime insight driving action
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Social Business Maturity Framework 1
Experimental 2
Tactical 3
Formalised 4
Mature 5
Trailblazing
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Social Business Maturity Framework 1
Experimental 2
Tactical 3
Formalised 4
Mature 5
Trailblazing
WHAT’S HAPPENING? • Social media at a grassroots level • Led by one passionate individual • Often in free time/on top of workload • Small/no budget • Activities are tactical
INSIDE YOUR BUSINESS • Leadership don’t really understand social
media but happy for us to experiment • Employees aren’t encourages to use social
media at work • Using freeware for ad hoc measurement
“We are mostly experimenting with social media”
WHAT’S DRIVING IT? • Curiosity • Use of social media in personal life • Personal interest
OUTSIDE YOUR BUSINESS • Low visibility • Mainly broadcasting messages on an ad
hoc basis • Unaware of the impact of activity (“fire
and forget”)
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Social Business Maturity Framework 1
Experimental 2
Tactical 3
Formalised 4
Mature 5
Trailblazing
WHAT’S HAPPENING? • Social media at an operational level
through one department • Small budget • Platform & content focus • Use of incumbent generalist agencies
INSIDE YOUR BUSINESS • Use of social media listening tool • Tracking some metrics e.g. fans/
campaigns & benchmarking performance against KPIs
• Some governance and training planned
“We have a number of tactical activations in place which are largely campaign, event or platform driven”
WHAT’S DRIVING IT? • Competitor activity • Increasing consumer usage • Test & learn showing early promising
results
OUTSIDE YOUR BUSINESS • Community management based around
campaigns, but no ongoing dialogue • Mapped out online influencers • One or more social platforms • Investing in paid social media
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Social Business Maturity Framework 1
Experimental 2
Tactical 3
Formalised 4
Mature 5
Trailblazing
“We have a formalised holistic programme encompassing multiple business functions that is part of an overall strategy”
WHAT’S HAPPENING? • Siloed multi-departmental activity • Social business structure & KPIs in place • Increasing budget • Long-term initiatives launched • Social media strategy in place
INSIDE YOUR BUSINESS • Building internal capabilities and use of
specialist agencies • Senior management see social business as
a strategic priority • Change management plan in place
WHAT’S DRIVING IT? • On senior management agenda • Need to scale across departments or
territories • Bring together overlapping projects • Desire to improve ROI
OUTSIDE YOUR BUSINESS • ‘Always on’ approach to content and
community management • Structured approach to extracting insight • Seeing ongoing impact in social metrics • Consistent presences in owned & earned
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Social Business Maturity Framework 1
Experimental 2
Tactical 3
Formalised 4
Mature 5
Trailblazing
“We have a formalised programme and long term strategy, across MOST of the company”
WHAT’S HAPPENING? • Co-ordinated by multiple departments • Significant budget allocation • Strategy delivering on business goals • Holistic approach to social media
INSIDE YOUR BUSINESS • Senior management sponsorship • Clear vision for becoming a social business • Multiple “hub and spoke” model to co-
ordinate global/local efforts • Increasing collaboration and sharing
WHAT’S DRIVING IT? • Linking of activities to commercial results • Increasing senior management
engagement • Overcoming internal roadblocks
OUTSIDE YOUR BUSINESS • Permanently managed social spaces
catering to all communities of interest • Facilitate creation of user generated
content and influencer engagement • Outperforming many competitors
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Social Business Maturity Framework 1
Experimental 2
Tactical 3
Formalised 4
Mature 5
Trailblazing
"We have a formalised programme and long term strategy, across the WHOLE company and are trailblazing in our sector”
WHAT’S HAPPENING?
• Activated across the whole business • Strategic business priority • Cutting edge programmes delivered at
scale • Transcended the marketing department
INSIDE YOUR BUSINESS • Social insights driving business decisions • Social activity linked to hard business
metrics • Social business built into job descriptions • Employees empowered to engage
WHAT’S DRIVING IT? • Visionary senior management • Outperforming competitors • Customer first strategic vision • Business transformation • Employee engagement
OUTSIDE YOUR BUSINESS • Realtime insight driving action • Above average engagement rates • Ahead of competitors • Audiences engaging in content co-
creation, UGC and crowdsourcing
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Social Business Maturity Framework 1
Experimental
We are mostly experimenting with
social media
2 Tactical
We have a number of tactical
activations in place which are largely
campaign, event or platform driven
3 Formalised
We have a formalised holistic
programme encompassing
multiple business functions that is part of an overall
strategy
4 Mature
We have a formalised
programme and long term strategy, across MOST of the
company
5 Trailblazing
We have a formalised
programme and long term strategy, across the WHOLE company and are trailblazing in our
sector
Hallmarks of each phase: • Driven at a
grassroots level by one passionate individual
• Small/no budget
• Low visibility • Mainly
broadcasting messages
• Using freeware • Ad hoc
measurement
• Driven at an operational level by one department
• Small budget • Platform &
content focus • Use of
incumbent generalist agencies
• Tracking some metrics e.g. fans/campaigns
• Siloed multi-departmental activity
• Social business structure & KPIs in place
• Increasing budget
• Building internal capabilities and use of specialist agencies
• ‘Always on’ approach
• Co-ordinated by multiple departments
• Senior management sponsorship
• Significant budget allocation
• Strategy delivering on business goals
• Insight driving biz planning
• Driven by visionary senior management
• Activated across the whole business
• Strategic business priority
• Cutting edge programmes delivered at scale
• Realtime insight driving action
1. Turn to the person next to you 2. Explain which stage you think your
company is at and give your reasons 3. Refer to the Social Business Maturity Framework in front of you if you need to
4. Raise your hand and ask a BLOOMer for help if you’re stuck
5. Once you’ve decided your stage, grab a corresponding stick of rock from a
BLOOMer
5 mins
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What do you need to do to move to the next level?
Grown Up Social Media: Making social work harder for your business
WWW.BLOOMWORLDWIDE.COM
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Time for action!
Creating your five point action plan
1. Take a corresponding card deck from a BLOOMer
2. Spread your cards on the table in front of you
3. Turn your Framework around to find your Action
Planning worksheet 4. Prioritise your top 5 actions and record on the
worksheet
Wave your stick of rock in the air and a BLOOMer will come
to help you
15 mins
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Don’t forget to fill in the WHY and the WHEN
COMPANY NAME: __________________________________
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SOCIAL BUSINESS MATURITY 5 POINT ACTION PLAN
Activities to help you progress to the next level
Current maturity level: Experimental – Tactical – Formalised – Mature - Trailblazing
What activities do we need to do? What is the objective? When?
1
2
3
4
5
5 mins
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Let’s hear back from you
Source: Brittney Marshall @ Flickr
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If you take nothing else away from today…
Social business has the potential to completely transform your business
What happens inside your organisation is as important as what happens outside
It can drive real, business results
But can’t be activated in a silo
YOU can help direct and define the future of your business
5 key points to leave with
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About our services
SOCIAL MEDIA STRATEGY
We believe in insight-driven social strategy which delivers results to every part of your
business.
SOCIAL MEDIA INSIGHT
We believe that social data provides critical business
intelligence that should inform business actions.
CONTENT DEVELOPMENT
We believe that high quality social content is the key currency that drives effective impact and
engagement online.
COMMUNITY MANAGEMENT
We believe community management is the cornerstone
of success in social media.
SOCIAL PLATFORMS We believe your social platforms
should function as part of a wider online social ecosystem
and drive reach and impact.
SOCIAL MEDIA TRAINING
We believe in building internal capability is as important in
delivering a social strategy as outsourcing to an agency.
SOCIAL TECHNOLOGY We believe in empowering
employees and customers to collaborate and innovate using
social technology.
SOCIAL MEDIA GOVERNANCE
We believe that scalability and risk management can be
achieved by effective social media governance.
INFLUENCE & ADVOCACY
We believe that advocates, whether employees or
customers, are what ensure businesses grow.
PROGRAMME DESIGN & DELIVERY
We believe social media campaigns should be part of an
‘Always On’ dialogue.
SOCIAL MEDIA MEASUREMENT
We believe social media should be fully accountable
PERFORMANCE MANAGEMENT & KPIs We believe that being a social
business delivers hard business results like increased profitability
and sales.
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