SMART BUSINESS, <br />SOCIAL BUSINESS<br
/>Michael Brito<br />Senior Vice President, Social Business Planning<br />Edelman Digital<br />Mobile: (415) 871 – 5165<br />Email: Michael.Brito@Edelman.com<br />Twitter: @Britopian<br />HTTP://THESOCIALBUSINESSBOOK.COM<br />100% of all book royalties are being donated to Not For Sale<br />

THE EVOLUTION OF SOCIAL BUSINESS<br
/>2008 to present<br />THE EVOLUTION OF SOCIAL BUSINESS<br />SOCIAL BUSINESS<br />2003 to present<br /> SOCIAL BRAND<br />1995 to present<br /> SOCIAL CUSTOMER<br /><ul><li>Technology Innovation gives customers a voice

They are Influential

Amplified voice across the social
web

Google indexing critical conversations about
companies

Social Customers are trusted amongst
their peers as influence grows

Companies and brands join Twitter,
Facebook and create corporate blogs

Engage with the social customer
in various channels

Social Media teams are forming
slowly

Small budgets are allocated on
a project basis to social media engagement and community building

Organizations begin humanizing business operations

Organizational models are formed to
include social media

Organizational silos are torn down
between internal teams

Governance models and social media
policies are created

Social becomes an essential attribute
of organizational culture</li></ul>The social customer is gaining influence everyday and their voice is amplified via the social web .. says @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />

HOW DOES THE SOCIAL CUSTOMER
BEHAVE?<br />Product Discovery<br /><ul><li>Active on Google, research products before purchase</li></ul>Social Participation <br /><ul><li>Fans, followers, likes and RSS subscribers</li></ul>Sharing Content<br /><ul><li>Engaging with a brand in a two way dialogue, not just consuming content but creating content</li></ul>Brand Advocacy<br /><ul><li>Discuss the brand within their own micro communities, without hesitation or the need for incentives</li></ul>The social customer participates a variety of different ways; brands need to be omnipresent and engage with them @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />

2011 GLOBAL SNAPHOT OF THE
SOCIAL CUSTOMER<br />EUROPE (EMEA)<br />31% comment on blogs<br />27% comment in forums<br />20% uploaded a video online<br />39% uploaded a photo online<br />63% watch a video online<br />13% actively blog<br />LATIN AMERICA<br />49% comment on blogs<br />35% comment in forums<br />41% uploaded a video online<br />56% uploaded a photo online<br />74% watch a video online<br />27% actively blog<br />ASIA PACIFIC<br />42% comment on blogs<br />43% comment in forums<br />29% uploaded a video online<br />50% uploaded a photo online<br />65% watch a video online<br />37% actively blog<br />Marketers should consider more than just Facebook and Twitter; there are other networks too says @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />

THE NEW PURCHASE FUNNEL<br /><ul><li>A
brand should build relationships with the social customer on order to drive advocacy

Advocates talk about the brand,
even when the brand isn’t listening

Advocates are trusted among their
peers and within their micro communities

Advocates are aiding and influencing
others down the purchase funnel

The reach of one advocate
is minimal; as an aggregate, the total reach can make a strong business impact</li></ul>Advocates aid & influencers their communities through the purchase funnel and don’t need incentives to engage says @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />

DEFINING A SOCIAL BRAND<br />“<br
/>When a product, brand, organization uses Twitter, Facebook, blogs, Google+ or any other social technology to connect with the social customer and/or its constituencies.<br />A social brand is any organization that uses social technologies to engage with the social customer says @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />

ORGANIZATIONS FOCUSING ON INTERNAL DYNAMICS<br
/><ul><li>The social brand has caused chaos and organizational anarchy in many companies today

Employees are running wild on
the intrawebs with little to no guidance, direction or governance

Different geographies and business units
are creating social communities externally and not sharing or communicating internally </li></ul>The social brand has caused chaos for many companies today; now they are focusing on changing internally @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />

USHERING IN SOCIAL BUSINESS<br /><ul><li>A
social business is built upon three pillars – people, process and technology

Change management and culture change
is essential in order for genuine social business transformation to occur

Organizations cannot have effective external
conversations with customers unless they can have effective, internal conversations with each other first</li></ul>A social business is built upon 3 pillars – people, process and technology says @britopian #socialbiz<br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />

UNDERSTANDING THE DIFFERENCE<br />A social
brand focuses on external communications w/the social customer. Social business focuses on the internal says @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />

COMMON ORGANIZATIONAL MODELS - CENTRALIZED<br
/><ul><li>In a centralized organizational model, the “social media” job function is usually owned by corporate communications

Little to no collaboration between
corp com and other marketing organizations and business units

Organizational Silos dominate

No social media policies that
empower employees to engage externally </li></ul>@britopian says that centralized social organizations are surrounded by silos that prevent knowledge sharing and communication <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />

COMMON ORGANIZATIONAL MODELS - DECENTRALIZED<br
/><ul><li>In a decentralized organizational model, the “social media” job function is scattered – everyone is doing it

Many decentralized organizations are a
natural result of silos

Little tono collaboration or best
practice sharing is happening

Loose social media policies exist
but rarely enforced

Confusion about roles and responsibilities
and conflict about “who owns” social media </li></ul>Social media was bred out of decentralized social organizations i.e. Product groups engaging with the social customer @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />

FULLY COLLABORATIVE SOCIAL BUSINESS MODEL<br
/><ul><li>A governing body, usually a “Center of Excellence” exists that is responsible for governance and strategic insights

Responsible for sharing best practices
and technology recommendations with regions and other business units

Geographies and business units will
execute external social media programs</li></ul>A fully collaborative social business is usually driven by a social media “center of excellence” says @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />

FROM CHAOS TO GOVERNANCE<br />Governance
is the key to success for social business transformation; it builds intelligence and process @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />

FROM CHAOS TO GOVERNANCE<br />Creating
a learning organization will help companies become more open and intelligent – necessary for social business says @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />

Internal Metrics: numbers of employees
trained :: number of employees blogging internally <br />CREATE A PARTICIPATORY LEARNING ORGANIZATION<br />Training Curriculum<br />Training Curriculum<br />Training Curriculum<br />INTERNAL<br /><ul><li>Basics of Community Engagement

Listening & Monitoring Tools and
Apps

Intended Uses of Social Media

Engagement Model &Escalation Process

Metrics Overview

Basics of Social Media (i.e.
overview of blogging

Overview of owned media channels
to include enterprise communities, blogs, Facebook and Twitter accounts

Policies & Guidelines

Simple Escalation process

Advanced tactics of Community Engagement
and Management

Leveraging search to create social
content for blogs

Metrics deep dive – understanding
metrics and making data driven decisions

Advanced training on social tools
and technologies like Radian6, Meltwater Buzz, Sprinklr, Shoutlet, CoTweet, and other publishing/listening platforms

Train the trainer</li></ul>Additional Material<br />Additional
Material<br /><ul><li>Desktop Conversational Guide

Links to owned media social
media channels

List of industry influencers

Social Post Suggestions

Desktop Conversational Guide

Links to owned media social
media channels.

List of industry influencers</li></ul>WHITE BELT<br
/>Awareness & Engagement<br />BLUE BELTFluency & Participation<br />BLACK BELT<br />Expertise & Ownership<br />Organizational Expectations<br />Organizational Expectations<br />Organizational Expectations<br /><ul><li>Research & monitoring

Listening to owned media channels

Escalate conversations to others

Frequent tweeting and retweeting; responding
to comments on/off of enterprise owned media channels

Responding to customer support issues
and escalating to appropriate channels

Basic community management</li></ul>EXTERNAL<br /><ul><li>Frequent blogging,
tweeting and responding to comments on/off of enterprise owned media channels

Solving customer support issues on
and off enterprise owned media channels

Mentoring and training white and
blue belts; team brown bags

Speaking at conferences

Participate in and attend bi-weekly
social media integrations forums</li></ul>External Metrics: share of voice :: community growth :: aggregated reach and impressions :: number of customer problems solved<br />From participation to complete ownership<br />100% of all book royalties are being donated to Not For Sale<br />

ESTABLISHING A MEASUREMENT FRAMEWORK<br /><ul><li>Establishing
a measurement framework is more about ensuring that all stakeholders agree on social media measurement; and that its measured consistently across the organization.</li></ul>It’s less about how to measure social media; more about ensuring that everyone is consistent says @britopian <br />…tweetable moment<br />

15 INDICATORS OF SOCIAL BUSINESS
TRANSFORMATION<br />Organizational leadership mandating that internal teams collaborate across functional business units, geographies, product teams and channel partners<br />CEO and/or executive teams using social technologies to communicate externally and encouraging employees to do the same<br />Social Media “Center of Excellence” teams and Social Organization Models forming <br />Global/functional teams sharing best practices frequently; organizational silos die<br />Social behaviors become engrained in the everyday fabric of employees’ workflow <br />Social business becomes a consistent line item in marketing, operations and IT budgets<br />Human Resources adds “social media” in job descriptions and employees are held accountable to participate<br />One indicator of social business transformation is a consistent budget line item for social media says @britopian <br />People<br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />

15 INDICATORS OF SOCIAL BUSINESS
TRANSFORMATION<br />Governance models created, published and shared across the organization i.e. process for new employees to be trained to be social media practitioners, escalation processes, etc.<br />Social Media Policies and guidelines co-created by senior management and employees<br />Consistent social media measurement framework agreed upon and used to measure both internal and external social initiatives<br />Workflows created that collect external customer feedback and filtered back to the product organizations<br />One indicator of social business transformation are co-created social media policies and guidelines says @britopian <br />Process<br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />

15 INDICATORS OF SOCIAL BUSINESS
TRANSFORMATION<br />Internal communities and collaboration systems deployed and being used across functional business units – sales, marketing, customer support, supply chain management<br />Collaboration happens within internal communities more so than in email or conference calls<br />Social CRM capabilities, applications and systems become a priority in management and deployment<br />IT loosens up firewall restrictions (bandwidth, IP blocking) of social media usage from behind the firewall<br />One indicator of social business transformation is when collaboration becomes a priority @britopian <br />Technology<br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />

THE SOCIAL BUSINESS CHANGE AGENT<br
/>The social business change agent can be anyone in the organization that is inspiring and drive change @britopian <br />…tweetable moment<br />100% of all book royalties are being donated to Not For Sale<br />

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