How to prepare your business for success by become more social.

1. Social Success and Change
Todd Van Hoosear @vanhoosear
May 12, 2010
Todd Van Hoosear
@vanhoosear
1.617.326.3211
itsfreshground.com
info@itsfreshground.com
Fresh Ground, Inc.

2. Social Success
Requires Changing How Companies Think, Work and Talk
The Thinker Cubicles The Conversation
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3. xxxx! Success
Social
^Business!
Requires Changing How Companies Think, Work and Talk
The Thinker Cubicles The Conversation
Photo taken by elkit and shared via Flickr under the Creative Commons Photo taken by Giant Ginkgo and shared via Flickr under the Creative Photo taken by soylentgreen23 and shared via Flickr under the
Attribution-Noncommercial-Share Alike 2.0 Generic license Commons Attribution-Noncommercial-Share Alike 2.0 Generic license Creative Commons Attribution-Share Alike 2.0 Generic

4. xxxx! Success
Social
^Business!
Requires Changing How Companies Think, Work and Talk
Just because you have the tools doesn’t mean
you know what to do with them!!
The Thinker Cubicles The Conversation
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5. “Ultimately social media is not about the tools,
technology and whiz-bang things. It’s about
culture and culture change.” - @ScottMonty!

6. Business Success
Requires Changing Your Corporate Culture
John Hancock Tower, Boston Star Trek The New And The Old
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7. Business Success
Requires Changing Your Corporate Culture
You need to create a social organization!
John Hancock Tower, Boston Star Trek The New And The Old
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8. The Social Organization
The Old Model
Megaphone The Earth
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License

9. The Social Organization
The Old Model
Megaphone The Earth
Flickr image uploaded by thivierr Taken 7 December, 1972
Shared under Creative Commons Apollo 17 mission
Attribution-Share Alike 2.0 Generic Courtesy: NASA
License

10. The Social Organization
The Reality

11. The Social Organization
The Reality

12. The Social Organization
The Reality

13. The Social Organization
The Reality

14. The Social Organization
The Reality

15. The Social Organization
The Reality

16. The Social Organization
The Reality

17. The Social Organization
The Reality

18. The Social Organization
The Reality

19. The Social Organization
A New Model
Ideate Share Listen Change
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License License License License

20. But Where to Start?
Anywhere and Everywhere: It’s Not Just About Marketing Anymore
Ideate Share Listen Change
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License License License License

21. Creating a Social Company
The Social Evolution of Companies
Authoritarian Inclusive Collaborative Social

22. Creating a Social Company
The Four Phases and Key Characteristics
I. Authoritarian III. Collaborative
• Management-driven • Employee-driven
• One-way • Two-way
• One-to-many • One-to-one
II. Inclusive IV. Social
• Marketing-driven • Customer-driven
• Two-way • Two-way
• One-to-many • Many-to-many

23. Creating a Social Company
Key Milestones, Strategies & Tools
• Phase I (Authoritarian)
– Command-and-control communication model
– Brochureware website
– No-reply email newsletter
– Intranet
– Press release-driven PR
• Phase II (Inclusive)
– Delegate-and-share communication model
– Interactive website / marketing campaigns
– Email newsletter w/ feedback options
– Extranet
– Corporate blog / social media presence (e.g., Twitter)
– Content-driven PR
– Management and marketing teams engaged
• Phase III (Collaborative)
– Immerse-and-disperse communication model
– Employee-driven customer forum
– Email newsletter w/ feedback & sharing options
– Internal wiki
– Employee blog / social media presence
– Search-driven PR
– All customer-facing departments/roles engaged
• Phase IV (Social)
– Empower-and-trust communication model
– Customer-driven forum
– Integrated employee/customer/partner collaboration tool
– Customer evangelist blog / social media presence
– Social-driven PR
– All departments/roles engaged

24. Slides Seen ‘Round #ncf10

25. Risks and Rewards of Social

26. Cultural Change Management
Process Before After Benefits Case Studies
Sales One-to-one Many-to-many Sales is social networking Tibco, Zappos
Product Innovation Constraint to a Includes all employees, Reduce product failure Cisco, Netflix
department customers, prospects and rates (now at 80%)
detractors
Lead generation Interrupt-driven Become findable, be Leads that actually want EMC, Dell
generally helpful in public to buy something
conversation
Customer Service Conducted by employees Conducted by employees Customers service as a SAP, Zappos
and other customers revenue source instead of
cost center
Knowledge Management Top down process Federated and user- KM that works, changes in IBM
driven process work habits
Customer Mostly between Primarily among Reduced cost and Best Buy, Dassault
Communications companies and customers, detractors and increased effectiveness Systemes, Fiskars
customers prospects
Talent Acquisition and Board, interrupt-driven Endorsed by the tribes Social context provides Monster.com
Development and based on weak ties people belong to better matches
WOM
Employee Mostly within silos Cross enterprise Increased serendipity, IBM, FedEx, Cisco
Communications increased support
Market research Based on small groups Based on tribes and social Much more accurate Eli Lilly, Pfizer, IBM, Fiskars
and financial incentives contract market data and
increased success
PR & Thought leadership Rolodex based and Community/tribe based Much more amplification Microsoft, Intuit
focused on traditional and focused on social of the messages
media media

27. THANK YOU!
Todd Van Hoosear @vanhoosear
Todd Van Hoosear
@vanhoosear
1.617.326.3211
itsfreshground.com
info@itsfreshground.com