This presentation guides you through the focus areas for successful social business. It touches upon Texavi's Social Business Maturity Model and maturity levels. Learn about the 8 areas you must focus internally and externally, to get it right with your social efforts!
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Get your focus right in social business- Texavi presentation
1. Get your focus right!
Key Focus Areas in Social Business
A Practical Guide
2. Get your focus right!
Agenda
• The Social Business Maturity Model
An overview
• Key Focus Areas
• Start up Level 1 - Informed
• Set up Level 2 - Initiate
• Step up Level 3 - Intensify
• Size up Level 4 - Enabled
• Tune up Level 5 - Optimising
• Summary
2
3. Get your focus right!
In this presentation, you will …
• Get an overview of our Social Business Maturity Model
• Identify the key focus areas, internal and external for a
successful social business
• Learn how the focus areas improve across maturity levels
• Define the social activities of the business, within each level
• Discuss the results from the social efforts to the social business
and others, within each level
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4. Get your focus right!
Agenda
The Social Business Maturity Model
An overview
• Key Focus Areas
• Start up Level 1 - Informed
• Set up Level 2 - Initiate
• Step up Level 3 - Intensify
• Size up Level 4 - Enabled
• Tune up Level 5 - Optimising
• Summary
4
5. Get your focus right!
The Social Business Maturity Model
“Building a social business is like a journey. The model supports you
through-out this journey.”
• SBMM provides a guiding framework for businesses from all
industries, sizes and natures
• Supports businesses in implementing social activities and
succeed in their social activities
• SBMM comprises five maturity levels and phases, with well
defined goals, key focus areas, activities and measures.
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6. Get your focus right!
The Social Business Maturity Model
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7. Get your focus right!
The Social Business Maturity Model We will look
at this area in
this
presentation
Key
Goals Focus
and Areas
success
criteria
Metrics
and
insights
Successful Social Business
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8. Get your focus right!
Agenda
• The Social Business Maturity Model
An overview
Key Focus Areas
• Start up Level 1 - Informed
• Set up Level 2 - Initiate
• Step up Level 3 - Intensify
• Size up Level 4 - Enabled
• Tune up Level 5 - Optimising
• Summary
8
9. Get your focus right!
Key Focus Areas - Overview
• As per the SBMM, every social business has to focus on certain
areas, internally and externally, to become successful.
• These help the social business to progress in the right direction
by doing the right actions, at the right time.
• They are not prescriptive, but enable businesses to get their
priorities right, based on their social business goals
• These focus areas drive the performance of the social business
• The key focus areas help assess the progress and deliver
positive results from the social activities
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10. Get your focus right!
Social Business Maturity Model - Key Focus Areas
Internal to organisation External to organisation
Organisati Messaging People
Processes
on Focus
Activity on
Delivery Business
Social Content
Channels Focus
Media
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11. Get your focus right!
Internal Focus Areas – Maturity Matrix
Maturity Social Organisation Processes Activity on Delivery
Level Business Focus Social Platforms &
Maturity Media Channels
Phase
1. Informed Products & Ad hoc Passive Single - few
Start-up Services
2. Initiate Business Units Defined Interested Selected -
Set-up many
3. Intensify Organisation Refined Investigating Diversified
Step-up
4. Enabled Industry Iterative Participative Distributed
Size-up
5. Optimising Brand Established Investing Unified
Tune-up
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12. Get your focus right!
Internal Focus Areas - Processes
Established
High
Quality of output from the
Iterative
processes
Refined
Defined
Ad hoc
Low
Informed Initiate Intensify Enabled Optimising
Low High
Process Maturity
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13. Get your focus right!
Internal Focus Areas – Organisation Focus
Impact on Brand Equity
High
Brand
Industry
Organisation
Business
units
Products &
Low
services
Informed Initiate Intensify Enabled Optimising
Low High
Ability to use social media for brand building
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14. Get your focus right!
Internal Focus Areas – Delivery Channels High
Number of channels, platforms
Unified
delivery
Distributed
channels
and devices
Diversified
channels
Selected few
channels
Single
Channel
Low
Informed Initiate Intensify Enabled Optimising
Low High
Reach and effectiveness in delivery
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15. Get your focus right!
Internal Focus Areas – Activity on Social Media
Investing
High
Returns from the investment on
participative
social efforts
Investigative
Interested
Passive
Low
Informed Initiate Intensify Enabled Optimising
Low High
Investment of efforts and resources on social platforms
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External Focus Areas – Maturity Matrix
Maturity Social People Content Business Messaging
Level Business Focus
Maturity
Phase
1. Informed Find & Consume Selling Interruptive
Start-up connect
2. Initiate Follow Share Advertising Interactive
Set-up
3. Intensify Interact Curate Transactions Permission-
Step-up based
4. Enabled Engage Create Behaviours & Targeted
Size-up interactions
5. Optimising Influence Innovate Experiences Contextual &
Tune-up & Delight & emotions Personalised
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17. Get your focus right!
External Focus Areas – People High
Impact on the performance of
Influence
& delight
Engage
business
Interact
Follow
Find &
connect
Low
Informed Initiate Intensify Enabled Optimising
Low High
Engagement and influence on people in networks
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18. Get your focus right!
External Focus Areas – Content
return on investment High
Content
Value add to content and
Differentiate
Innovate Types
New
Changes
Create content
Comment Edit & share
Curate
Like/
Share
Share favourite
Low
View Download
Consume
Informed Initiate Intensify Enabled Optimising
Low Involvement and activity of the business High
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19. Get your focus right!
External Focus Areas – Business Focus
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20. Get your focus right!
External Focus Areas – Messaging High
Contextual
&
context and meaning around
Personalised
Targeted
Permission
messages
based
Interactive
Interruptive
Low
Informed Initiate Intensify Enabled Optimising
Low High
Personalisation of messaging
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21. Get your focus right!
Agenda
• The Social Business Maturity Model
An overview
• Key Focus Areas
Start up Level 1 - Informed
• Set up Level 2 - Initiate
• Step up Level 3 - Intensify
• Size up Level 4 - Enabled
• Tune up Level 5 - Optimising
• Summary
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22. Get your focus right!
Start up Level 1 - Informed
• Businesses are informed about the benefits of getting social
• Start-up the social activities
• Planning is still in progress
• Teams are formed but not finalised
• Go after the popular social and professional networks, rather
than carefully selected
• In this phase, businesses start to test if social media is a good
option for them
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23. Get your focus right!
Level 1 - Internal Focus
Passive on SM
Ad hoc processes
Internal
Focus Areas
Products & Single channel
Services
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24. Get your focus right!
Level 1- External Focus
Find &
connect
External Focus
Interruptive Areas Consume
Messaging content
Selling
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25. Get your focus right!
Level 1 – key Focus Areas
Internal
• Ad hoc processes
• Mostly passive on social networks
• Single delivery channel (eg., Web site, social network)
• Focus on products and services
External
• Find and connect people
• Consume content (view and like others’ content)
• Emphasis is on selling their products and services
• Typically interruptive messaging
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26. Get your focus right!
Agenda
• The Social Business Maturity Model
An overview
• Key Focus Areas
• Start up Level 1 - Informed
Set up Level 2 - Initiate
• Step up Level 3 - Intensify
• Size up Level 4 - Enabled
• Tune up Level 5 - Optimising
• Summary
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27. Get your focus right!
Set up Level 2 – Initiate
• Businesses start getting more serious with the social media
• Team in place for managing social efforts
• Selection of the appropriate social media and platforms, still
driven by popularity and competitors
• Create accounts and profiles on popular networks
• Planning takes a better shape
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28. Get your focus right!
Level 2 – Initiate
Defined
Processes
Internal Focus
Business Areas Interested
Unit in SM
Selected
Channels
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29. Get your focus right!
Level 2 – Initiate
Follow
People
External
Interactive Focus Areas Share
Messaging content
Advertising
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30. Get your focus right!
Level 2 – key Focus Areas
Internal
• Defined processes
• Interested in social activities
• Selected channels
• Focus on business units and product lines
External
• Follow select people and their activities
• Sharing content
• Emphasis on advertising and promotions
• Messaging becomes interactive
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31. Get your focus right!
Agenda
• The Social Business Maturity Model
An overview
• Key Focus Areas
• Start up Level 1 - Informed
• Set up Level 2 - Initiate
Step up Level 3 - Intensify
• Size up Level 4 - Enabled
• Tune up Level 5 - Optimising
• Summary
31
32. Get your focus right!
Step up Level 3 – Intensify
• Businesses step up the pace of the activities on social
channels
• Team gets stabilised with possible addition of specialised
members
• The specific social and professional platforms are chosen
carefully, based on business goals
• Sprucing accounts on the social channels. Check
completeness and correctness of the profile information
• Plans are revised for including detailed tasks. The actual data
are checked against the plans
• Businesses start seeing some results at the stage eg., potential
for leads to come through from social channels
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Level 3 – Intensify
Refined Processes Investigative on SM
Internal Focus
Areas
Focus on Organisation Diversified channels
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34. Get your focus right!
Level 3 – Intensify
Create
Engage people
content
Targeted
Behaviours
Messaging
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35. Get your focus right!
Level 3 – key Focus Areas
Internal
• Refined processes in place
• Investigate different social platforms
• Diversified delivery channels
• Focus shifts to organisation level
External
• Interacting with people
• Sharing and curation of content
• Encourage transactions driven by social interactions
• Permission-based messaging
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36. Get your focus right!
Agenda
• The Social Business Maturity Model
An overview
• Key Focus Areas
• Start up Level 1 - Informed
• Set up Level 2 - Initiate
• Step up Level 3 - Intensify
Size up Level 4 - Enabled
• Tune up Level 5 - Optimising
• Summary
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37. Get your focus right!
Size up Level 4 – Enabled
• Social media becomes alternative channel for marketing and
communications
• Team is expanding rapidly with well-defined roles and
responsibilities
• Organisation-wide usage of the selected social and
professional platforms
• Marketing or social media teams alone are not active on social
media. Their usage starts spreading across the organisation.
• Metrics for measuring social activities and outputs are defined
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38. Get your focus right!
Level 4 – Enabled
Iterative
processes
Internal
Industry Focus Areas Participati
vertical ve on SM
Distributed
channels
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39. Get your focus right!
Level 4 – Enabled
Interact
with
people
External
Focus
Permission Areas Curate
messaging content
Transact
ions
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40. Get your focus right!
Level 4 – key Focus Areas
Internal
• Iterative and prototyping processes
• Actively participating in social and professional networks
• Distributed multiple delivery channels and platforms
• Emphasis on industry vertical and the market
External
• Engaging people fitting the target persona
• Creating content
• Focus on people’s behaviours and habits
• Targeted messaging
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41. Get your focus right!
Agenda
• The Social Business Maturity Model
An overview
• Key Focus Areas
• Start up Level 1 - Informed
• Set up Level 2 - Initiate
• Step up Level 3 - Intensify
• Size up Level 4 - Enabled
Tune up Level 5 - Optimising
• Summary
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42. Get your focus right!
Level 5 – Tune up
• The organisation can now said to be a true “social business”
• Excellent, result-oriented team is in place to drive the social
activities
• Social media becomes the mainstream channels for
marketing, communications
• Core business operations and delivery are also enabled by
enhanced use of social channels
• Processes, measures and metrics are in place to assure quality
and continuous improvement
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43. Get your focus right!
Level 5 – Optimising
Focus on Established
Brand processes
Unified Investing
delivery in SM
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44. Get your focus right!
Level 5 – Optimising
Influence and Innovate
delight content
Contextual & Experiences &
personalised emotions
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45. Get your focus right!
Level 5 – key Focus Areas
Internal
• Established and proven processes
• Invest in social and professional networks
• Unified approach to delivery
• Emphasis on building brand equity
External
• Influence people and delight them
• Innovation with content
• Focus on experiences and emotions
• Contextual and personalised messaging
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46. Get your focus right!
Agenda
• The Social Business Maturity Model
An overview
• Key Focus Areas
• Start up Level 1 - Informed
• Set up Level 2 - Initiate
• Step up Level 3 - Intensify
• Size up Level 4 - Enabled
• Tune up Level 5 - Optimising
Summary
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47. Get your focus right!
Summary
• We had an introduction to the Social Business Maturity Model
• Looked at the key focus areas as per the model
• Learned that there are 8 focus areas – internal and external
• Identified how the focus areas improve across the maturity
levels
• Understood the activities businesses do internally, within each
level of the social maturity
• Learned the results obtained from the social efforts, within
each level
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48. Get your focus right!
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