Integrating Social Media Into Essential Business Functions
January 26, 2010
About the Presenter
Professional: former executive director, nonprofit exec, business consultant, and teacher.
Strategic perspective: business consultant, campaign director, social strategist.It’s all about strategy for me.
B.A. Emory UniversityM.B.A. Bar Ilan University…and I LOVE research!
Key Takeaways!
One idea you will Implement
Characteristics of the “Social Business”
Social media integration: concept and implementation ideas
Determining Return on Influence/Investment http://www.flickr.com/photos/83371160@N00/25928863/
Find All Workshop Resources mentioned at Delicious, with the tags “socialbizpreso” + “NBN”
http://delicious.com/tag/socialbizpreso+NBN (feel free to continue to add to this list)
Post-Workshop Opportunities
Take away one idea from the workshop that you will implement!
What is Social Media, anyway?
http://www.flickr.com/photos/-bast-/349497988
the web as a
platform
…for conversationhttp://www.flickr.com/photos/whiteafrican/462282405/
Encourages Conversation
http://www.flickr.com/photos/tierug/3154245590/in/set-72157611999817541/
Utilizes the Power of Weak Ties
http://www.flickr.com/photos/eelssej_/524781662/
Is Organic and Uncontrolled
Includes Viral Elements
http://www.flickr.com/photos/kalmirage/1904699001/
Communication
Collaboration
Multimedia
Entertainment
Reviews and Opinions
http://www.flickr.com/photos/briansolis/2735401175/
The Old Way: Static
The New Way Is Dynamic
Is Your Company Ready To Be Social?
http://www.flickr.com/photos/49503180180@N01/3608757486/
Number of levels of approval
Degree of employee trust
Willingness to listen
How open is the company to change?
http://www.flickr.com/photos/49922542@N00/401343608/
Some Considerations:
Interest in Listening
Willing to Take RisksAbility to
Respond Quickly
Belief in Transparency
http://www.flickr.com/photos/71325969@N00/2634561264/
Belief in Stakeholder Engagement
“The Culture of Social”
http://www.flickr.com/photos/40624839@N02/3784049371/
Create a social media team
Decision makers on team
Trying to Integrate Social Media?
But…train the entire staff. No silos!
http://www.flickr.com/photos/40624839@N02/3784049371/
Trying to Integrate Social Media?
Everyone receives reports.
Define ROI expectations ahead of time.
Support Organizational Functions
Human Resources:recruiting, retention, job descriptions
http://www.flickr.com/photos/32955500@N08/3084647270/
Internal Communicationscollaboration, communication, resource sharing
Collaborative Training:tools, processes, information-sharing
Support Organizational Functions
http://www.flickr.com/photos/32955500@N08/3084647270/
Product Development:research, sentiment, real-time feedback
Support Organizational Functions
http://www.flickr.com/photos/32955500@N08/3084647270/
Customer Service:Real-time reactions, listening, community feedback
and support
Sales/Marketing:engagement, lead generation, sales cycle
development
Efficiency = Money
Return on Influence = Efficiency
http://www.flickr.com/photos/22799508@N07/3180165241/
Leading to tangible Tangible: Converts to
Time and/or
(Money, sales, hours, activities, etc)
Concept: Measuring ROI
Human ResourcesLinkedin Answers
Form a Facebook Group to Recruit employees
Search for employees and business partners
Human Resources
Advertising Expense
Interview and Recruiting Time
Cost of Hiring Replacements
Cost of Retraining
http://www.flickr.com/photos/38726791@N06/4067195335/
Human Resources ROI
Internal Communication
Internal Communication
Or simply create tags in Delicious. This presentation is tagged “socialbizpreso” and “NBN”
Cost of Lost Time
Better ideas
More efficient use of time
Sales and Servicehttp://www.flickr.com/photos/38726791@N06/4067195335/
Internal Communications ROI
Product Development
FriendfeedFacebookOnline forums/niche forums
Niche social networksLocal review sites (Yelp)Social bookmarking sites
I love using my flip phone
Look at real-time sentiment platforms!
Product Development
FriendfeedFacebookOnline forums/niche forums
Niche social networksLocal review sites (Yelp)Social bookmarking sites
Opportunity to task what they want!
Sales and Demand
New or improved ideas
Refine Product Development
Sales and Servicehttp://www.flickr.com/photos/38726791@N06/4067195335/
Product Development ROI
Customer Service
Customer Service
Customer Service
Live chat customer service on UStream
Saves Staff Time
New or improved ideas
Fewer customer complaints
Sales and Servicehttp://www.flickr.com/photos/38726791@N06/4067195335/
Satisfied customers Sales and Service
Customer Service ROI
Training: Water Cooler 2.0
Training and collaboration tools: Internal podcasting,
video, bookmarking, collaborative tech
Sales and Demand
Staff input and contribution
Trained Staff
Better products/services
http://www.flickr.com/photos/38726791@N06/4067195335/
Training ROI
Sales and Marketing
Create external community
Sales and Marketing
Create external community
Customer Engagement Customer attraction and retention
Media/mentions
Sales http://www.flickr.com/photos/38726791@N06/4067195335/
Sales/Marketing ROI
Customer attraction and retention
Case Studies
Best Buy: Customer Input
Customer Service
American Red Cross Social Media
This handbook is available to any Red Cross volunteer, employee, and fan at http://sites.google.com/site/wharman/social-media-strategy-handbook
Look at their activities all over the world via Flickr geomap
Workshop Exercise
Choose one business function that you want to integrate with social media.
Identify goals. Discuss options.
Key Takeaways!
One idea you will Implement
Characteristics of the “Social Business”
Social media integration: concept and implementation ideas
Determining Return on Influence/Investment http://www.flickr.com/photos/83371160@N00/25928863/
http://www.flickr.com/photos/32595872@N02/4195880838/
What was most useful to YOU?
Thanks for the Inspiration! Hat Tips To:
Olivier Blanchardhttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
Beth Kanterhttp://www.slideshare.net/kanter/social-media-trainers-bag-of-tricks
Duct Tape Marketinghttp://www.ducttapemarketing.com/blog/2009/12/29/small-businesses-will-simply-become-more-naturally-social/
Debra Askanase Social Strategist and Creative Director
Twitter: @askdebra
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