This document discusses social business and how to operationalize it within an organization. It begins by discussing how social media has caused challenges for businesses and outlines a model for social business value creation. It then provides recommendations for establishing a social media center of excellence, including evaluating the social landscape, establishing roles and teams, and operationalizing the center. The document also discusses content creation workflows, building a real-time listening center, expanding programs globally, and operationalizing the content marketing process.

1. Beyond A Buzzword:
Social Business Delivers
Michael Brito
SVP, Social Business
@Britopian
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2. W
E LIVE IN A MULTI-SCREEN
ECONOMY

3. A
TTENTION DEFICIT DISORDER

4. C
OMMUNICATION HAS NO
BOUNDARIES

5. E
VERYONE HAS A VOICE, INFLUENTIAL

6. B RANDS NEED TO START THINKING
LIKE MEDIA COMPANIES

7. CORE BUSINESS OBJECTIVES REMAIN THE SAME

8. SOCIAL
THE BRIGHT & SHINY OBJECT CALLED ….
MEDIA
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9. Social Media “Marketing” Has Caused
Internal Business Challenges
EMPLOYEES EXPANDING
Inappropriate use of social media Social media programs globally
INTERNAL NON-EXISTENT
Confusion of roles & responsibilities Governance models & Policies
INCONSISTENT DISJOINTED
Social media measurement practices Content & Community Practices
OUTDATED TECHNOLOGY
Crisis communications models Selection and adoption within the org
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10. WTF is Social Business Anyway?
“ Social business planning is the blueprint for the transformation of an
organization—BRIDGING THE EXTERNAL WITH INTERNAL, resulting in a
”
more connected way of doing business and shared value for all stakeholders.
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11. The Stakeholder Ecosystem Value
Creation Model
COLLABORATION COMMUNITY ENGAGEMENT
3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT
SOCIAL ENABLEMENT CUSTOMER SATISFACTION
OPERATIONAL
EXCELLENCE
SOCIAL BRAND
INTERNAL THE SOCIAL BUSINESS EXTERNAL
(employees) (customers, partners, media)
PROCESS SALES/REVENUE
4 IMPROVEMENT 1 CUSTOMER ADVOCACY
PRODUCT INNOVATION PRODUCT FEEDBACK
EMPLOYEE ADVOCACY
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12. Understanding The Social Brand Versus
Social Business
Programs
Community Management
Marketing
Customer Service
Communications
Events
Campaigns
Advocacy
Crisis
SOCIAL BRAND SOCIAL
RESULTS
(External) BUSINESS(Internal)
Training
Process
Collaboration
Organization Models
Research & Development
Policies & Guidelines
Knowledge Sharing
Culture
Infrastructure
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13. Social Business Affects More Than
Just Marketing
Deeper levels of engagement with the social customer through
COMMUNICATIONS consistent and relevant content; ability to scale operations
globally.
CUSTOMER SERVICE The ability to solve customer problems quickly and efficiently.
Increased collaboration between sales professionals in the
SALES industry; robust social CRM platform and analytics
PRODUCT DEVELOPMENT Product and process innovation using the collective intellect of the
community
HUMAN RESOURCES Staffing & recruiting, employee engagement and empowerment
Bring products to market faster through increased collaboration
SUPPLY CHAIN with partners in the supply chain
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14. Okay, Bullshit Aside, Now What?
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15. The Establishment of A Social Media
Center of Excellence
EVALUATE ESTABLISH OPERATIONALIZE
THE SOCIAL LANDSCAPE A CENTRALIZED TEAM THE SOCIAL BUSINESS CENTER OF EXCELLENCE
LISTEN PLAN ENGAGE
• Conversation and • Identify the right
sentiment analysis teams, stakeholders • Identify social listening and • Create plan for employee • Launch programs, events
• Surveys, polls and and employees social CRM software training and campaigns
stakeholder • • Manage internal
Establish roles & • Establish a social media • Process and collaboration
interviews
responsibilities listening center design collaboration and
• Data mining from communication projects
internal communities • Achieve buy-in from • Determine internal & • Crisis coms and
• Intelligence gathering senior leadership external topics customers support • Expand teams and
• Internal Audits • Establish a escalation tree channels globally
measurement
framework
* Examples of Organizational Structures
Decentralized Centralized Hub and Spoke Multiple Holistic
*Organization structure models from Altimeter Group
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16. How The Center of Excellence Integrates
Within The Organization
Knowledge Management & Best Practice Sharing
Marketing & Organizational Readiness
Measurement Framework & Reporting
Campaigns &
Initiatives
Marketing
Operations Campaign
Reporting
General
Social Integration
Training Community
Customer
Management
Support Policies Community
Management
Product Paid, Owned
Technology Insights
Marketing and Earned
Content Plan Media
PR and
Corporate Best Practice
Communications Sharing
Customer
Support
STRATEGY PLANNING EXECUTION MEASUREMENT
Social Media Center of Excellence
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17. Creating Approval Workflows For New
Account Creation
Be sure to
Yes connect with
them.
1. Community Need
2. Existing Accounts and/or Strategies Reach out to the
Do you know the Social Business
No
account contact? Center of
3. Adequate Resources Yes Excellence
4. Manager Approval
Yes See #2.
1. Have you
notified your
manager about
this? Be sure to discuss
Is there a pre- No
with your manager
existing brand Looks like you
Yes
account you can may need to
Is there a true partner with? No create an
need from the account, but two Create an account
community to considerations. and not social
Yes Yes
create a social media team.. Share
media 2. Do you have PW with manager
Have you channel? Hold off until resources to
reviewed the there is sustain the
Social Media No account long
community Click here to
Guidelines? demand I’m term?
connect with the Discuss needs with
Review Social Not No
Sure Social Business manager
No Media COE to discuss.
Guidelines
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18. Expanding Social Programs Globally
1 2 3 4
Identify Analyze Plan Engage
Continuous
Monitoring
Track &
Evaluate
5
1. Identify: Determine the appropriate regions for marketing plan and solidify
expansion and determine if there is an moderation/governance policies. Decide on an
opportunity to engage effectively internal collaboration framework with other
2. Analyze: Conduct a conversation audit and regions
determine if the business has the appropriate 4. Engage: Launch programs while maintaining
resources to scale operations (i.e. content, general community engagement on social
community manager, creative) media channels
3. Plan: Create a crisis communications and 5. Track & Measure: Establish reporting
workflow plan. Determine creative strategy and frequency and determine the best measures of
make technology decisions. Create content success
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19. Social Customer Support Decision Trees
And Process Workflows
Engage
Re-direct
Privately
NO NO
YES YES
Engage Converse
Compliment Assess Proceed Proceed Re-direct
in public? further?
YES NO
Community NO
Managers Expertise NO YES
Can CM Engage
Product with Assess
help? Privately
product? YES
Participant upset?
Monitor
Conversations !! Complaint !!
Is
Is topic Positive
Company Proceed engagement Proceed
sensitive? outcome?
NO positive? YES YES
Community YES NO NO
Legitimate? Engage
?! Other issues !? Assess Proceed
Privately
YES
NO
Engage
Do not engage Re-direct (optional, but recommended)
Privately
LISTEN ASSESS ENGAGE REPEAT
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20. Building A Real Time Listening Center
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21. Content Creation, Approval And
Distribution Workflows
AUTOMATED
Sends to Editor
for Review
Content
Team Contributor Scheduled Analytics
Brainstorms Writes for Publish
Content Ideas Content In Review/
In Revision
0 1 2 3 4 5 6
In Review/
In Revision Content Approved
Posted to
Social
Content Not
Channel
Approved
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22. Operationalizing The Content Marketing
Process
MESSAGING PLANNING CREATION | CURATION
Brand Narrative/Messaging Identifying Roles & Determining Financial
Responsibilities Investment For Content
Target Segmentation Creation
Process & Workflows For
Community Insights (how do Approvals Supportive Technology
they view the brand, how do
they talk about it? Employee And Customer Programs, Campaigns,
Participation Product Launches
Search Behavior
Internal Collaboration With Social CRM INTEGRATION
Web Analytics Support and Other Teams
Paid / Earned / Owned Media
3rd Party Content
OPTIMIZATION Global Integration (programs &
campaigns)
MEASUREMENT
Real Time Analytics
Engagement Metrics Escalation Work Flows DISTRIBUTION
Clicks, Page Views,
Downloads, Sales, Community Identifying the Right Platforms
Growth
COMMUNITY MANAGEMENT Global Expansion
Behavior Change
Governance
Command Center Operations
Brand Sentiment And
Awareness Solving Customer Problems
Reciprocal Altruism
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23. Thank you!
Questions?
Email: Michael.Brito@edelman.com
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