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How to Make the Transition from Social Media to Social Business by Bernie Borges

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Brands that make the "mindset shift" from social media marketing, where everything is focused on marketing results, to a social business mindset, where strategic outcomes are the focus, achieve greater results.

Business executives have realized that being a digitally minded business is good for business. It's good for employee recruitment and retention. It's transformative.

Making this transition is a journey. In this deck, which I have used many times to deliver this presentation from the stage and in webinars, I explain "what" is a social business, "why" become a social business and I share 10 examples of social business in action.

I cap off this presentation with an action plan and a link to an e-book that outlines this action plan.

Where is your business on the transition from social media to social business?

Bernie Borges
CEO, Find and Convert
Host, Social Business Engine Podcast

Publicada em: Negócios, Tecnologia
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How to Make the Transition from Social Media to Social Business by Bernie Borges

  1. @bernieborges
  2. What is a Social Business? A social business embraces the culture and technology of the social revolution for strategic business outcomes. It understands that employees across the organization should contribute to brand excellence, through external and internal engagement. @bernieborges
  3. Why Become a Social Business? Customers’ expectations have changed…. @bernieborges
  4. Social Business is a Journey @bernieborges
  5. IBM 2012 Global CEO Study http://public.dhe.ibm.com/common/ssi/ecm/en/gbe03486usen/GBE03486USEN.PDF @bernieborges
  6. 2013 Social Business Study http://www.slideshare.net/Altimeter/slides-the-state/1 http://deloitte.wsj.com/cio/files/2013/07/Social-business-infographic.pdf @bernieborges
  7. 2013 Social Business Study http://deloitte.wsj.com/cio/files/2013/07/Social-business-infographic.pdf @bernieborges
  8. IBM 2014 Social Study http://www.ibm.com/smarterplanet/us/en/centerforappliedinsights/article/social_insights.html @bernieborges
  9. 2014 Social @ Scale Journal @bernieborges http://www.sprinklr.com/social-scale-journal/
  10. Social Selling http://info.peoplelinx.com/Employee-Advocacy-eBook_Employee-Advocacy-LP.html @bernieborges
  11. 5 Pillars of a Social Business C Suite Gets It Marketing is Not a Department Employee Branding is Embraced Investment in Social Technology Data Driven Marketing Mindset @bernieborges
  12. Social Media to Social Business Fans Followers Likes Retweets Shares Shoutouts Buzz @bernieborges Engagement Market Feedback New Ideas Employee Collaboration Customer Support Customer Acquisition Launch New Initiatives
  13. C Suite Gets It • Plan the work, work the plan • Culture of Transparency • Servant’s mindset • Social employee mindset • Content mindset! @bernieborges
  14. The Evolving Role of the CMO http://www.findandconvert.com/2013/05/3-skills-needed-by-the-modern-cmo/ • Diplomacy • Analytical • Marketing @bernieborges
  15. Marketing is Not a Department • Customer Service • @HiltonSuggests • JetBlue • Zappos • SMEs Contribute • Nurses (hospital) • Lawyers (law firm) • Engineers (B2B) @bernieborges
  16. Employee Branding is Embraced @bernieborges
  17. Social Business Technology Investments @bernieborges
  18. Data Driven Marketing Mindset @bernieborges
  19. Content Creation in Social Business @bernieborges
  20. Think Like a Movie Producer @bernieborges
  21. Content Marketing Like Film Producers Producer Director Actor Screen Writer Visual Effects Specialist Artist @bernieborges CMO/VP Marketing Project Manager Subject Matter Experts Writer/Story Teller Technical Editor Designer
  22. Interview Subject Matter Experts Do the heavy lifting for SMEs Conduct on-camera interviews Create multi-use content Optimize and share @bernieborges
  23. Content Marketing Best Practices Document a mission statement Document a strategy Develop brand ambassadors Do the heavy lifting for SMEs Re-purpose content Go broad with distribution @bernieborges
  24. Social Business in Action @bernieborges
  25. C Suite Setting the Example @bernieborges
  26. C-Suite Support: Humana @bernieborges
  27. (Don’t) Think Taxes All Year Long http://community.hrblock.com/ @bernieborges
  28. Think Taxes All Year Long Think Taxes All Year Long @bernieborges
  29. Create Community Around Topics Customers Care About http://community.citrix.com/ @bernieborges
  30. Community for Customers http://www.workshifting.com/ @bernieborges
  31. Groupon is Social @ Scale http://www.socialbusinessengine.com/sbe-episodes/groupons-social-at-scale-journey/ @bernieborges
  32. Internal social networking is good business at Humana http://www.socialbusinessengine.com/sbe-episodes/socialcast-enterprise-social-network-humana/ @bernieborges
  33. Scott’s External Community http://www.grogood.com/ @bernieborges
  34. EMC: Compelling Internal Content “It’s embedded in our culture!” @bernieborges
  35. EMC: Compelling External Content “It’s embedded in our culture!” @bernieborges
  36. Employee Advocates at Kinaxis @bernieborges
  37. Employee Advocates at Kinaxis @bernieborges
  38. Employee Advocacy at Indium • 70+ engineer bloggers • About solder paste! • Thought leadership • Measurable lead flow @bernieborges
  39. Serving Your Personas @bernieborges
  40. Content That Helps Not Sells @bernieborges
  41. Embrace Your Fans
  42. Steps to Becoming a Social Business • Culture | Process | Technology • C-Suite sponsor • Invite employees to participate • Develop employee advocates • Training & Governance • Deploy technology • Document content strategy • Start small…. • Measure, react, revise, evolve @bernieborges
  43. @bernieborges Tune in… http://www.socialbusinessengine.com
  44. @bernieborges

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