Social Business Webinar for Social Media Bootcamp - Brazen

8/4/2019 Social Business Webinar for Social Media Bootcamp - Brazen

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CREATING A STELLAR

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


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Case study -- listening


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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


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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)



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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)



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TWEETABLE MOMENT


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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 isnt listening

Advocates are trustedamong their peers

and within their micro communities

Advocates are aiding and influencing

others down thepurchase funnel

The reach of one advocate is minimal; as

an aggregate, the total reach can make astrong business impact



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2011 GLOBAL SNAPHOT OF THE SOCIAL CUSTOMER

EUROPE (EMEA)31% comment on blogs

27% comment in forums

20% uploaded a video online

39% uploaded a photo online

63% watch a video online

13% actively blog

LATIN AMERICA49% comment on blogs


41% uploaded a video online

56% uploaded a photo online74% watch a video online

27% actively blog

ASIA PACIFIC42% comment on blogs


29% uploaded a video online50% uploaded a photo online

65% watch a video online

37% actively blog



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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.



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ORGANIZATIONS FOCUSING ON INTERNAL CHANGE

The social brand has caused chaos and

organizational anarchyin many companies

today

Employees are running wildon 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



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USHERING IN SOCIAL BUSINESS

A social business is built upon three

pillars people, process and

technology

Change managementand 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



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SOCIAL BUSINESS DEFINED

A social business is any organization that has integrated

and operationalized social media within every job function

(and process) internally.



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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



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CHAOS EXISTS IN THE ORGANIZATION TODAY


LEAKING

CONFIDENTIAL

INFORMATION

RACISM

HATE SPEACH

TALKING

SMACK

ABOUTMANAGEMENT

TWEETS

BLOG POSTSFACEBOOK

UPDATES

BASHING

COMPETITORS


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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.


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FROM CHAOS TO GOVERNANCE


Policies

Legal document Addresses

compliance and isvery specific onwhat not to do

Governs employeesbehavior

Employees liablefor actions

Guidelines

Guides employee'sbehavior on thesocial web

Its good practice to

co-create guidelineswith employees

Moderation policiesfor Facebook,Corporate blogs

OrganizationDesign

Directs theorganization tomaximize itsstructure to ensureefficiencies andscale

Provides guidanceof ownership forthe social media jobfunction

ChannelCreation

Address thecreation of new,external facingsocial mediachannels

Creates consistmessaging andminimizes customerconfusion

EmployeeActivation

Process creation fornew, existingemployees thatwant to engageexternally

Training modulescreates an increasein employeeproficiency

TechnologyDeployment

Enablementprocess for internal/ external socialapplications

Security & Privacy

Ensures technologyconsistency acrossthe organization

GOVERNANCE MODEL


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CREATE A PARTICIPATORY LEARNING ORGANIZATION

WHITE BELT

Awareness & Engagement

BLUE BELT

Fluency & Participation

BLACK BELT

Expertise & 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 ofenterprise 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



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ACTIVATING EMPLOYEES TO ENGAGE

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

Advanced

Video Record, upload video: live streaming, HangoutsVimeo, YouTube, Twitvid, Qik, Livestream,

Ustream, Google+

Photos Upload and Tag imagesInstagram, Picplz, Hipstamatic, Flickr,

Picassa

Blogs Write and publish blog contentWordpress, Tumblr, Posterous, Microsoft

blogs

Content Creators


Intermediate

Micro

Blogging

Share product related news, announcements

within micro blogging platformsTwitter, Friendfeed

Social

Networks

Engage in two way dialogue about products,

events and company newsFacebook, Orkut, Quora, Google+

3rd Party

BlogsRespond to comments in 3rd party blogs NA

Conversationalist


Basic

EmailSend product related emails to friends, family

members and colleaguesNA

Social

Networks

Follow @brand and corresponding product

Twitter handles , Like Brand Products on

Facebook RT, Like, Share posts

Facebook, Orkut, Quora, Google+

Participant



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ESTABLISHING A CONTENT LIBRARY



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ESTABLISHING A MEASUREMENT FRAMEWORK


Financial ImpactMetrics ROI

Paid, Earned, Owned Media Value

Purchase Funnel Metrics

Non FinancialImpact Metrics Community Health - Growth

Community Health Membership

Community Health Engagement

Share of Voice


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ESTABLISHING A MEASUREMENT FRAMEWORK


Financial ImpactMetrics ROI

Paid, Earned, Owned Media Value

Purchase Funnel Metrics

Non FinancialImpact Metrics Community Health - Growth

Community Health Membership

Community Health Engagement

Share of Voice


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ALIGNMENT = BUSINESS RESULTS

Community Management

Marketing

Customer Service

Communications

Events

Campaigns

Advocacy

Crisis

SOCIAL BRAND

(External)SOCIAL BUSINESS

(Internal)MEASURABLE

OUTCOMES

Training

Process

Collaboration

Organization Models

Research & Development

Policies & Guidelines

Knowledge Sharing

Culture

Programs

Infrastructure

Infographic by @armano



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SOCIAL BUSINESS VALUE CREATION MODEL

Social Customer

Social BrandSocial Business

Sales

Advocacy

Product Feedback

Engagement

Product Discounts

Relevant Content

Solving customer issues

Brand Enablement

Product Innovation

Process Improvement

Value

Creation



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CREATING A SOCIAL MEDIA

PLAN THAT ADDS VALUE TO

THE SOCIAL CUSTOMER

Relevant content is the right content, at

the right time, in the right channelto the

right customer


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CONTENT STATEGY FRAMEWORK

PlanBi-Weekly and Daily

Content Calendars

6 Month Thematic

Content CalendarsDaily Tips And

Product News BasedOn Real TimeListening andFeedback From TheCommunity

C

reate

Relevant content

Company News &Events

3rd Party Article &Blog Post Mentions

Contests, Quotes,Surveys & OtherContent That SpursEngagement

EngageInform and educate

the community

@reply influencers

Ask questionsRespond toquestions, commentsand concerns

Connect communitymembers with eachother via @replies

Me

asure

Month to MonthGrowth CommunityMembership

Month to MonthGrowth InEngagement

External BenchmarkMetrics Share OfVoice/Engagement

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

Internal ListeningCorporate Communications | Internal Communications | Product Organizations | Customer Support



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Spend time

listening to the

conversation and

determine if you

can add value

LISTEINING IS IMPERITIVE


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CONVERSATIONAL AUDIT

Media MentionsForums 1,300,000

Blogs 379,778

Twitter 338,828

News 180,054

Blogs

17%

Forums

59%

News

8%

Twitter

16%

this tells you where the conversation is happening about the brand



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TOPICAL CONVERSATIONAL AUDIT

Media MentionsForums 4,693Blogs 1,327

Twitter 746News 622

Blogs

18%

Forums64%

News

8% Twitter

10%

Overall phone service Conversation

Blogs

25%

Forums40%

News

34%

Twitter1%

phone service & brand conversation

Media Mentions % Share ofOverall

Forums 372 8%Blogs 233 18%

Twitter 13 2%News 318 51%

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



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REPITITION ENHANCES BELIEVABILITY



30/41TWEETABLE MOMENT


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Its one thing to solve

individual customer

issues. Its another to

fix the ROOT CAUSE ofthe problem!

ARE YOU READY TO SOLVE CUSTOMER PROBLEMS


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REAL TIME ANALYTICS

Knowing what content is

being share/liked/RTd

the most should help

drive the content strategy



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USE GOOGLE TO CREATE EDITORIAL CONTENT

Understanding

search behaviorwill help create

editorial content



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KNOWING WHEN TO POST CONTENT



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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 andcommunity

The Hub

Occasional tweets on

promoting blog content

Cross promoting othersocial 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 contentback to other channels

Should not duplicate content

Add Google+ icons to hub



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TOOLS TO HELP YOU SCALE


sendem a tweet@simplymeasured


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sendem a tweet@crowdbooster


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sendem a tweet@vitrue


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sendem a tweet@bufferapp


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sendem a tweet@Klout


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THANK YOU FOR YOUR TIME!

Michael Brito

SVP, Social Business Planning

Edelman [email protected]

@Britopian

Documents

Social Business Webinar for Social Media Bootcamp - Brazen