Social Business Webinar for MarketingProfs

FROM SOCIAL BRAND TO SOCIAL BUSINESS

MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNINGEDELMAN DIGITAL | @BRITOPIAN ON TWITTER

THE EVOLUTION OF SOCIAL BUSINESS

SOCIAL CUSTOMER

• Technology Innovation gives customers a voice

• They are Influential• Amplified voices across the social

web • Google indexing critical

conversations about companies• Social Customers are trusted

amongst their peers as influence grows

SOCIAL BRAND

SOCIAL BUSINESS

• Companies and brands join Twitter, Facebook and create corporate blogs

• Engage with the social customer in various channels

• Social Media teams are forming slowly

• Small budgets are allocated on a project basis to social media engagement and community building

• Organizations begin humanizing business operations

• Organizational models are formed to include social media

• Organizational silos are torn down between internal teams

• Governance models and social media policies are created

• Social becomes an essential attribute of organizational culture

1995 to present

2003 to present

2008 to presentTHE EVOLUTION OF SOCIAL BUSINESS

@BRITOPIAN ON TWITTER

HOW DOES THE SOCIAL CUSTOMER BEHAVE?

• The customer journey is dynamic; and always changes• Brands need to have multiple

customer touch points to break through the clutter• Customers need to hear

things 3 – 5 times before the actually believe (Edelman Trust Barometer)


THE SOCIAL CUSTOMER AND BRAND EXPERIENCE

Brand Discovery:Google Search, Word of Mouth

Brand Participation:Fanning, following, liking

Brand Sharing:Easy, habitual, publishing

Brand Advocacy:Creating content, sharing, defending

The Advocate (e.g. encourage friends to

purchase)

The Opinion Sharer(e.g. post review)

The Participant(e.g. participate in a brand

experience)

The Informed(e.g. research products online)


Advocates talk about the

brand; even when the

brand isn’t listening

#vitrue

T WEETABLE MOMENT

THE NEW PURCHASE FUNNEL

• A brand should build relationships with the social customer on order to drive advocacy

• Advocates talk about the brand, even when the brand isn’t listening

• Advocates are trusted among their peers and within their micro communities

• Advocates are aiding and influencing others down the purchase funnel

• The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact


2011 GLOBAL SNAPHOT OF THE SOCIAL CUSTOMER

EUROPE (EMEA)31% comment on blogs27% comment in forums20% uploaded a video online39% uploaded a photo online63% watch a video online13% actively blog

LATIN AMERICA49% comment on blogs35% comment in forums41% uploaded a video online56% uploaded a photo online74% watch a video online27% actively blog

ASIA PACIFIC42% comment on blogs43% comment in forums29% uploaded a video online50% uploaded a photo online65% watch a video online37% actively blog


DEFINING A SOCIAL BRAND

“A social brand is any company, product, individual, politician that uses social technologies in order to communicate with the social customer, their partners and constituencies or the general public.


ORGANIZATIONS FOCUSING ON INTERNAL CHANGE

• The social brand has caused chaos and organizational anarchy in many companies today

• Employees are running wild on the intrawebs with little to no guidance, direction or governance

• Different geographies and business units are creating social communities externally and not sharing or communicating internally


USHERING IN SOCIAL BUSINESS

• A social business is built upon three pillars – people, process and technology

• Change management and culture change is essential in order for genuine social business transformation to occur

• Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first


SOCIAL BUSINESS DEFINED

“A social business is any organization that has integrated and operationalized social media within every job function (and process) internally.


UNDERSTANDING THE DIFFERENCE

SOCIAL BRAND SOCIAL BUSINESS

External Communications Operations & Change Management (internal)

Usually owned and driven by marketing or corporate communications

Business leaders, employees in every job function across the organization and in every geography

Engagement with the social customer and within the external community like blogs, Twitter and Facebook

Engagement with internal teams and channel partners at every level within the organization

Measurement: clicks, impressions, engagement, likes, comments, web traffic, etc.

Measurement: employee participation, # of employees trained, process efficiencies, etc.

Budget allocated to support external facing objectives like agency support, Facebook applications, social ads

Budget allocated towards “consultative” agencies, internal social technologies, training and change management initiatives

Little to no internal collaboration to be somewhat effective Collaboration is imperative to the success of social business transformation

Difficulty level is easy Difficulty level is hard, very hard


CHAOS EXISTS IN THE ORGANIZATION TODAY


THERE IS CERTAIN BEHAVIOR AND TYPES OF TWEETS AND FACEBOOK UPDATES THAT MAY PUT YOUR COMPANY IN JEAPORDY AND GET YOU FIRED TOO!

LEAKING CONFIDENTIAL INFORMATION

RACISM

HATE SPEACH

TALKING SMACK ABOUT MANAGEMENT

TWEETSBLOG POSTSFACEBOOK UPDATES

BASHING COMPETITORS

CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT


I have been on the marketing team for 4

years now and WE OWN the Facebook page!

DO YOU UNDERSTAND?

I just wanted to post our press release….

FROM CHAOS TO GOVERNANCE


Policies

• Legal document• Addresses

compliance and is very specific on what not to do

• Governs employees behavior

• Employees liable for actions

Guidelines

• Guides employee's behavior on the social web

• It’s good practice to co-create guidelines with employees

• Moderation policies for Facebook, Corporate blogs

Organization Design

• Directs the organization to maximize its structure to ensure efficiencies and scale

• Provides guidance of ownership for the social media job function

Channel Creation

• Address the creation of new, external facing social media channels

• Creates consist messaging and minimizes customer confusion

Employee Activation

• Process creation for new, existing employees that want to engage externally

• Training modules creates an increase in employee proficiency

Technology Deployment

• Enablement process for internal / external social applications

• Security & Privacy• Ensures technology

consistency across the organization

GOVERNANCE MODEL

CREATE A PARTICIPATORY LEARNING ORGANIZATION

WHITE BELTAwareness & Engagement

BLUE BELTFluency & Participation

BLACK BELTExpertise & Ownership

Training Curriculum

• Basics of Social Media • Overview of owned media channels to

include enterprise communities, blogs, Facebook and Twitter accounts

• Policies & Guidelines

Organizational Expectations

• Research & monitoring• Listening to owned media channels• Escalate conversations to others

Training Curriculum

• Basics of Community Engagement• Listening & Monitoring Tools and Apps• Intended Uses of Social Media• Engagement Model & Escalation

Process• Metrics Overview


• Frequent tweeting and retweeting; responding to comments on/off of enterprise owned media channels

• Responding to customer support issues and escalating to appropriate channels

• Basic community management

• Advanced tactics of Community Engagement and Management

• Leveraging search to create social content for blogs

• Metrics deep dive – understanding metrics and making data driven decisions

• Advanced training on social tools and technologies like Radian6, Meltwater Buzz, Sprinklr, Shoutlet, CoTweet, and other publishing/listening platforms

• Train the trainer

Training Curriculum

• Frequent blogging, tweeting and responding to comments on/off of enterprise owned media channels

• Solving customer support issues on and off enterprise owned media channels

• Mentoring and training white and blue belts; team brown bags

• Speaking at conferences• Participate in and attend bi-weekly social

media integrations forums


FROM MINIMAL PARTICIPATION TO COMPLETE OWNERSHIP


ACTIVATING EMPLOYEES TO ENGAGE

Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies

Advanced

Video Record, upload video: live streaming, Hangouts Vimeo, YouTube, Twitvid, Qik, Livestream, Ustream, Google+

Photos Upload and Tag images Instagram, Picplz, Hipstamatic, Flickr, Picassa

Blogs Write and publish blog content Wordpress, Tumblr, Posterous, Microsoft blogs

Content Creators


Intermediate

Micro Blogging

Share product related news, announcements within micro blogging platforms Twitter, Friendfeed

Social Networks

Engage in two way dialogue about products, events and company news Facebook, Orkut, Quora, Google+

3rd Party Blogs Respond to comments in 3rd party blogs NA

Conversationalist


Basic

Email Send product related emails to friends, family members and colleagues NA

Social Networks

Follow @brand and corresponding product Twitter handles , “Like” Brand Products on Facebook – RT, Like, Share posts

Facebook, Orkut, Quora, Google+

Participant


ESTABLISHING A CONTENT LIBRARY


Aggregating all branded

content and making it

very easy for employees

to share it within their

social graph!

ESTABLISHING A MEASUREMENT FRAMEWORK


Financial Impact Metrics• ROI• Paid, Earned, Owned Media Value• Purchase Funnel Metrics

Non Financial Impact Metrics• Community Health - Growth• Community Health – Membership• Community Health – Engagement• Share of Voice

ESTABLISHING A MEASUREMENT FRAMEWORK


Financial Impact Metrics• ROI• Paid, Earned, Owned Media Value• Purchase Funnel Metrics

Non Financial Impact Metrics• Community Health - Growth• Community Health – Membership• Community Health – Engagement• Share of Voice

It’s imperative that

everyone in the

organization measures

social media

consistently!

ALIGNMENT = BUSINESS RESULTS

Community ManagementMarketing

Customer ServiceCommunications

EventsCampaignsAdvocacy

Crisis

SOCIAL BRAND (External)

SOCIAL BUSINESS (Internal)

MEASURABLE OUTCOMES

TrainingProcess

CollaborationOrganization Models

Research & DevelopmentPolicies & GuidelinesKnowledge Sharing

Culture

Programs

InfrastructureInfographic by @armano


SOCIAL BUSINESS VALUE CREATION MODEL

Social Customer

Social BrandSocial Business

SalesAdvocacy

Product Feedback

EngagementProduct DiscountsRelevant Content

Solving customer issues

Brand EnablementProduct Innovation

Process Improvement

Value Creation


Value creation is what

determines success

from every

perspective!

CREATING A CONTENT PLAN THAT ADDS VALUE TO THE

SOCIAL CUSTOMER

Relevant content is the right content, at the right time, in the right channel to the

right customer

“”

CONTENT STATEGY FRAMEWORKPl

an

Bi-Weekly and Daily Content Calendars6 Month Thematic Content CalendarsDaily “Tips” And Product News Based On Real Time Listening and Feedback From The Community

Crea

te Relevant contentCompany News & Events3rd Party Article & Blog Post MentionsContests, Quotes, Surveys & Other Content That Spurs Engagement

Enga

ge

Inform and educate the community@reply influencersAsk questionsRespond to questions, comments and concernsConnect community members with each other via @replies

Mea

sure Month to Month

Growth Community MembershipMonth to Month Growth In EngagementExternal Benchmark Metrics – Share Of Voice/Engagement

External ListeningExisting Social Media Engagement | News Articles | Online Monitoring | Search

Internal Listening Corporate Communications | Internal Communications | Product Organizations | Customer Support


Spend time listening to the

conversation and determine if you

can add value

“ “

LISTEINING IS IMPERITIVE

CONVERSATIONAL AUDIT

Media Mentions

Forums 1,300,000

Blogs 379,778

Twitter 338,828

News 180,054

Blogs17%

Forums59%

News8%

Twitter15%

…this tells you “where” the conversation is happening about the brand


TOPICAL CONVERSATIONAL AUDIT

Media Mentions

Forums 4,693

Blogs 1,327

Twitter 746

News 622

Blogs18%

Forums64%

News8%

Twitter10%

Overall ‘phone service’ Conversation

Blogs25%

Forums40%

News34%

Twitter1%

‘phone service’ & ‘brand’ conversation

Media Mentions % Share of Overall

Forums 372 8%

Blogs 233 18%

Twitter 13 2%

News 318 51%

… this tells you how relevant your brand is within certain online conversations


REPITITION ENHANCES BELIEVABILITY


T WEETABLE MOMENT

Individuals have

to hear something

3 – 5 times before

they believe it

@edelman_trust #vitrue

It’s one thing to solve individual customer

issues. It’s another to fix the ROOT CAUSE of

the problem!

SOLVING CUSTOMER PROBLEMS

REAL TIME ANALYTICS

Knowing what content is being share/liked/RT’d the most should help

drive the content strategy


USE GOOGLE TO CREATE EDITORIAL CONTENT

Understanding search behavior will help create

editorial content


KNOWING “WHEN” TO POST CONTENT


OPTIMIZING THE HUB & SPOKES

• The content hub is the website, blog, content aggregator

• Content should be optimized for search w/terms that are relevant to your business

• Should be convenient for users to consume content within the channels that they are comfortable with

• Facebook status updates that promote blog content

• Other content shared NEEDS to add value to the conversation and community

The Hub

• Occasional tweets on promoting blog content

• Cross promoting other social channels, when relevant

• Needs to be unique; not the same on FB

• Optimize Youtube channel and new videos to link back hub/blog

• Videos can be shared on Facebook, YouTube or through editorial

• Optimize Google+ page with relevant links and content back to other channels

• Should not duplicate content• Add Google+ icons to hub


TOOLS TO HELP YOU SCALE


… send em’ a tweet @simplymeasured



… send em’ a tweet @crowdbooster



… send em’ a tweet @vitrue

THANK YOU FOR YOUR TIME!


Michael BritoSVP, Social Business PlanningEdelman [email protected]@Britopian

Jim TramelVitrueRegional VP, Business [email protected]@jimtramel