Social Media in 2014 is very different from even 2 years ago. Majority of social media strategies at organizations are failing. Here's why. Learn the best practices and tips from my years of running social business programs at IBM, Bell and Extreme Networks.

1. NORTH AMERICA PARTNER CONFERENCE
Las Vegas | July 2014
The evolution of
Social Business
@BilalJaffery
Senior Director, Digital Strategy
Create
individual
value
Design for
constituency
Engage with
authenticity
Listen, Engage, Measure and Optimize
People don’t do business with companies.
People do business with people. #earnedweb

2. Social is prolific
• Social networks reach 82% of the
world’s internet population - over
1.1 billion users.
• 70% of all information on the
internet is created by individuals.
(IBM Research)
• The size of the digital universe
doubles every 2 years.
• 22% of all online time is spent on
social networks.
Social has fundamentally disrupted our how we connect with each other.

3. We live in a four screen world
Consumer behaviors are evolving faster than business’s ability to
transform and scale.
Media is being consumed on 4 different screens:
1. Computers
2. TVs
3. Tablets
4. Smartphones
And, stats around social media are dizzying too. In just 1 day,
• Facebook users post 4.75 billion items of content
• Twitter users send 400 million tweets
• Instagram users “like” 1.2 billion photos
• YouTube users watch 4 billion videos

4. In 2014, let’s do it differently
A recent survey by Altimeter of nearly 700 social media professionals yielded
that:
 Only 34% of businesses feel that their social strategy is connected to
business outcomes.
 28% of companies feel that they have a holistic approach to social media,
where lines of business and business functions work together under a
common vision.
 A mere 12% are confident they have a plan that looks beyond the next
year.
 Only half said that top executives were "informed, engaged and aligned
with their companies' social strategy."
Extreme Networks | North America Partner Conference | Las Vegas | July 20144
Social is no longer a “thing”.
We have to look at its
integration and connections
across the channels.

5. 400% higher visit-to-lead
conversion rate
41% lower page
abandonment rate
16.6% more
recommendations by
customers for products and
services
15.8% fewer customers
lost to competitors
14.4% repeat purchase
interest by customers
Forrester Research, Inc.
When all facets work
together, digital performance
increases:
Social is not just for marketers anymore
Everyone in an organization needs to consider how social fits into and
impacts their functional area.
1995 1999 2004 2014

6. Social enables an empowered dialogue
From Company-Controlled To People Centric
Facilitate conversations to build your network. One way dialogue is
resented by consumers.

7. Flawed Social
Marketing Approach
Strategic Social
Business Approach
Content leads to
Conversation
Conversation
leads to
Relationships
Relationships
leads to
Business
Business
leads to ROI
Evolved Strategy for 2014
Users choose how to connect with content today. Context is KING.

8. 3 Key factors for success in social
 1. Authentic
– Social media sites are highly personal & conversational. Social Networkers do not want to hear sales pitches.
– They are more likely to listen and respond to companies that seem genuine and personable. They want to
interact with a human, not a brand.
 2. Responsive
– The social world is 24/7, and consumers expect timely responses — even on nights and weekends.
– Companies must be available to answer questions and reply to complaints and criticisms.
 3. Compelling
– Content is everywhere, and consumers have the ability to pick and choose what they like.
– Create compelling, interesting content that appeals to busy, picky social media users.
Extreme Networks | North America Partner Conference | Las Vegas | July 20148

9. Social disrupts the traditional
The social revolution is challenging the traditional processes and approaches.
Traditional Business Social Business
Marketing
Losing control over message and brand Deeper levels of engagement with the social customer
through consistent and relevant content; the ability to
scale.
Customer Service
Customers flocking over social media to
share bad experiences.
The ability to treat customers personally due to better
customer insights via listening. Fostering communities
to help themselves.
Sales
Exhausted lists, lacking understanding of
customer challenges
Increased collaboration between sales and marketing.
Social feeds into CRM systems to build deeper insights
allowing sales to nurture relationships.
Product
Unable to adapt to evolving consumer
demands and buying behavior
Product and process innovation using collective
wisdom of the online communities.
HR
High turnover, low employee engagement,
unable to govern
Ability to retain talent as they are engaged. Easier
recruitment.

10. Extreme Networks | North America Partner Conference | Las Vegas | July 2014
4 Phases to a Social Business
Program
Great, so what do I do now?
Extreme Networks | North America Partner Conference | Las Vegas | July 201410

11. Take the pragmatic approach to scale
Like other aspects in communications, social follows a similar methodology
to approach new areas in digital engagement.
Adapted from Altimeter Social Business Study
Research
Strategy
Planning
Implement
Manage
Social
Measure
Iterate
Education

12. It takes time!
Business
Value
100
0
Business
Risk
Social Business Adoption Phases
PHASE 1
Listening
PHASE 2
Act /
Experimentation
PHASE 3
Operationalizing
PHASE 4
Integration &
Optimization
Business has
begun listening
programs but no
commitment to
action
Unconnected
experiments on
social media
arise across the
org.. Activity on
twitter, Maybe a
Linkedin Group.
HR using
Linkedin to post
jobs.
Business has
applied
governance and
brand
management
Fully connected,
internally and
externally.
Confusion.
Nervousness.
1. Listen
2. Act / Experiment
3. Scale
4. Optimize

14. Thank You