The  Seven  Success  Factors  of  Social  Business  Strategy  Mind  map  by  Alexis  van  Dam  of  webinar  Aug  15,    2013

Intro

Coherent  strategy

7  success  factors  of  social  business  strategy

#1  define  overall  business  goals

#2  establish  the  long  term  vision  

wrap-­‐up

#7  invest  in  technology  that  support  objecLves

#6  secure  staffing,  resources  and  funding

#5  establish  governance  &  guidelines

#4  define  the  strategy  roadmap  &  idenLfy  iniLaLves

#3  get  execuLve  support

mindmap

Charlene  Li,  Al-meter

Brian  Solis,  Al-meter

cra$  a  coherent  strategy  that  transcends  individual  social  media  channels  and  results  in  a  robust  strategy  roadmap,  complete  with  metrics.

is  about

Context:  6  stages  of  Social  Business  Transforma-on:

Social  Business  Strategy

Social  media  as  true  path  in  business

In  most  organiza-ons,  social  media  is:

Success  in  social  business

align  people  on  objec-ves

Decide  what  to  do  and  not  to  do  

Planning:  Listen  &  learn

Presence:  Stake  our  claim

Engagement:  Dialogue  deepens  rela-onships

Formalized:  Organize  for  scale

Strategic:  Become  a  social  business

Converged:  Business  is  social

The  deep  integra-on  and  social  methodologies  into  the  organiza-on  to  drive  business  impact.

its  about

its  not  to  

Social  business  is  about:

Driving  business  goals

Launch  a  presence  on  Facebook

Alignment

Commitment

Most  organiza-ons  do  not  connect  social  media  to  business  objec-ves

Different  Business  Units  may  use  social  media

it  impacts  the  whole  organiza-on

Only  34%  of  organiza-ons  really  connect  social  media  to  business  goals

Only  25%  of  organiza-ons  use  social  media  and  have  it  aligned  to  organiza-on  vision  &  strategy

Marke-ng

IT

Legal

Communica-ons

Sales

Opera-ons

Service

Etc

Engagement  &  channel  driven

Should  be  business  goal  driven

A  framework  to  help  you  audit  your  exis-ng  strategy

#1  define  overall  business  goals

#2  establish  the  long  term  vision  

#3  get  execu-ve  support

#4  define  the  strategy  roadmap  &  iden-fy  ini-a-ves

#5  establish  governance  &  guidelines

#6  secure  staffing,  resources  and  funding

#7  invest  in  technology  that  support  objec-ves

it  starts  with:

Quote:  "Always  go  back  to  the  objec-ves  you're  a]er.  If  you  lose  sight  of  that,  you'll  be  was-ng  -me  and  resources  quickly"  David  Fenech

Ask  yourself:

Exercise:  connect  social  goals  to  organiza-on  goals

What  is  your  overall  business  goal?

what  is  your  brand  promise?

what  is  your  social  media  strategy?

What  needs  do  employees  have?

What  does  the  customer  want?

...

Why  are  we  here?

What  are  your  goals?

It  is  an  evolu-onary  path!

It  is  about  alignment!

What  do  you  do?

How  do  they  align  in  what  we  achieve  in  social  business?

Top  5  strategic  goals

Iden-fy  how  you  would  measure  progress  or  acainment  of  these  business  goals  now

Brainstorm  a  few  social  business  ini-a-ves  that  could  poten-ally  support  that  business  goal

Iden-fy  metrics  that  connect  social  business  metrics  to  the  business  goal  metrics

Align  on  what  those  goals  are

vision  is  cri-cal

social  media  is  an  opportunity

What  is  that  vision  for  social  media?

Example

Correla-on  between  mission,  brand  promise

what  are  customer  and  employee  experiences?

What  is  the  organiza-on's  vision?

Humanize  your  organiza-on

Open  environment

Democra-ze  informa-on

Transparency

it  is  a  way  ofbusiness

philosophy

how  do  you  use  those  pladorms  &  channels?

improve

social  media  and  social  business  changes  alot;  take  a  broader  perspec-ve

it  is  about  purpose!

Reten-on

Advocacy

loyalty

...

Social  Media  Vision  Statement

Think  about  rela-onships

Cra]  a  story  towards  the  statement

"To  humanize  the  company  by  connec-ng  cons-tuents  with  Ford  employees  and  with  each  other  when  possible,  providing  value  in  the  process"

It's  a  simple  statement

What  is  the  purpose?

In  3/5  years  from  now?

Make  the  rela-ons  tangible

What  does  this  look  like?

people  remember  stories  and  not  words!

focus  on  rela-ons  in  future  (look  beyond  today's  constraints)

define  experience  people  need  to  have,  feel,  share

Make  it  a  story  that  tells  about  the  rela-onship

Make  a  statement  that  stands  test  of  -me  and  technology

Don't  wordsmith  too  much,  gut  feeling  is  o]en  good

Keep  it  short  and  memorable

You're  not  alone

apply  the  7  steps

drive  customers,  employees  and  rela-onships  forward  in  a  meaningful  way

use  resources  well

Internet  is  a  big  problem

Invest  in  technologies

Internet  is  old

Enterprise  social  networks

The  new  thing

Over  -me  fail  to  adopt  it

No  vision,  driver,  strategy

Success  only:  when  there  is  purpose Work  together  with  IT

align  investments  with  roadmap

Not  only  do  it  when  you  read  something  new  on  Mashable.com

Once  you  have

Then

Most  social  strategist

Training

goals

Strategy

Vision

Playbook

Policies

Roles  enhance

New  roles  exist

Form  a  community  based  on  key  stakeholders

Make  decision  for

Create  dis-nc-ve  roles

Who  is  responsible  for  what?

IT

Legal

marke-ng

sales

opera-ons

Etc

Needs

Challenges

What  do  you  need?

How  to  fill  in  the  gaps?

How  to  extend  staff  in  training

approach

Iden-fy  priori-es  in  social  media  educa-on

become  advocate  of  the  brand

Ambassadors

What  you  should  do

Judgement  is  needed  in  between

What  you  shouldn't  doprac--oners

execu-ves

all  employees  (risk  mi-ga-on)

all  employees  (advocacy)

playbook

Policies

steps

governance

Determine  who  is  responsible  for  social  strategy?

Who  leads  development  of  an  infrastructure?

Who  is  going  to  help?

Create  a  hub  or  a  Centre  of  Excellence

Priori-ze  ini-a-ves

tackle  guidelines  &  processes

Assign  roles  and  responsibili-es

How  to  use  tools?

How  to  achieve  objec-ves?

rewrite  roles  &  guidelines

people  need  specifics/  direc-on

Need  to  teach  alignment  of  social  and  business  strategies

Social  Strategist  becomes  Chief  (Social)  Strategist  

organiza-on  models

Decentralized

Centralized

Hub  -­‐  spoke

Mul-ple  hub  spoke

Holis-c

come  to  an  agreement  on  the  governance  model  before  moving  on  to  strategy

5  levels  of  governance

Align  on  vision,  strategy  and  roadmap

Policies

Processes

Playbook

Technology

Training

Outcomes  are  not

What  are  you  trying  to  do

Make  the  -meline

then

Likes

Retweets

Share

Those  are  mini  KPI's

but  are:Lean  organiza-on  reverse  engineer

once  you  have

you  need  a

look  ahead  at  least  3  years

do!

vision

you're  in  alignment  on  business  goals

you  need  a  plan  that  brings  it  to  life

Strategic  Social  Business  roadmap

Important

looks  3  years  ahead

aligns  business  goals  with  social  media  (across  organiza-on)

Document  where  you  go

Accomplish  business  goals

technologies  change

Tools  become  enabler  of  alignment  in  orgiza-on

Champion  your  cause/  case

support  strategy

Put  them  on  a  -meline/  roadmap

plot  each  ini-a-ves

Link  back  to  business  goals

feel  the  vision

What  do  you  need  to  accomplish  vision?

Alignment  of  all  resources

Bring  the  -meline  to  the  execu-ves

Start  to  execute

O]en  social  media  is  about  tools

Advice

social  media  should  become  bigger  than  a  tool  of  marke-ng

social  media  should  empower  rest  of  business

Back  to  the  execu-ve  suite

Social  becomes  an  enabler  of  business  goals

For  examplewhat  is  our  Pinterest  strategy?

o]en  based  on  tools

Execu-ves  report  to  shareholders,  stakeholder  etc

execu-ves:

disconnect  between  language  social  media  strategists  and  execuLves

They  decide  on  metrics  and  numbers

What  are  the  business  priori-es?

Opportuni-es

Hurdles

Stakeholders

Needs

It  is  what  you  do  with

Demonstrate

Help  the  execs  understand  what  the  opportuni-es  are  with  social

Execu-ve  sponsor  is  crucial  to  let  social  become  a  success

Channel

Tools

emphasize  rela-onships  and  outcomes,  not  social  media  channels

use  reverse  mentoring  to  increase  their  prac-cal  knowledge  of  social  media

press  for  credibility

connect  the  dots  (for  them)

leverage  social  media  as  an  enabler

create  a  sense  of  urgency

Talk  about  what  they  understand  (their  top5  goals)

execu-ve  has  more  or  less  5  priori-es  (same  amount  of  fingers!)

from  introductory  webinar  of  ebook

created  by  Alexis  van  Dam

read  it:

August  15th  2013

LiveMindMapper

Online  Communica-ons  Consultant/  Trainer

hcp://www.alexida.nl

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