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The Social Facade - Integrating Social Media into Internal Processes and Culture - Richard Hughes Broadvision
1. The Social Façade
Integrating Social Media into
Internal Processes and Culture
Richard Hughes
Director of Social Strategy
rhughes@broadvision.com
@_richardhughes
www.broadvision.com
enterprisinglysocial.com
2. Is your social media
strategy disguising the
type of organization you
really are?
6. What is Social CRM?
“Social CRM is a philosophy and a
business strategy, supported by a
technology platform, business
rules, processes and social
characteristics, designed to engage the
customer in a collaborative conversation
Paul Greenberg
in order to provide mutually beneficial
value in a trusted and transparent
business environment.”
It is the company's programmatic
response to the customer's control of
the conversation.”
7.
8. “It's one thing to read about your
company, but when a customer can
associate it with an actual person, it
creates a deeper, more meaningful
connection to the brand”
Tony Hsieh
9.
10. Poll
Are the social business projects in
your organisation
Separate Integrated
External- Internal- external external
facing facing and and
internal internal
11. Three main types of social network
Public social network
Social extranet
(customer community)
Social intranet
12. Three main types of social network
Public social network
• Great place for
making contact Social extranet
• Not so great for
productive
conversations
Social intranet
13. Three main types of social network
Public social network
Social extranet
• A better place for
deeper engagement
with customers
• Easier for customers
Social intranet to help each other
14. Three main types of social network
Public social network
• Connects
employees to
each other Social extranet
• Enables better
knowledge
sharing
throughout the
organisation
Social intranet
42. Platform of engagement
A social backbone for your organization, connecting users
to each other and the systems of record
CRM Finance HR etc
43. Enterprise Social Networking Benefits
Employees Customers Partners
• Increase speed • Increase • Increase speed
of access to effectiveness of of access to
knowledge marketing knowledge
• Reduce • Increase • Reduce
communication customer communications
costs satisfaction costs
• Decrease travel • Reduce • Increase partner
costs marketing costs satisfaction
• Increase • Reduce time to • Reduce supply
employee market chain costs
satisfaction
Source: McKinsey surveys, 2010-2011
44. “Too often, companies implement social
software without clear business objectives
or a strategy for making an impact on
organizational performance.
These efforts typically fail.”
Deloitte Center for the Edge, March 2011
45. When ESNs are first deployed, they are usually
greeted with a strong level of interest. But the
lack of commonality and connections between
far-flung participants sometimes resulted in less
and less participation.
We also found that the reality of everyday work
pushed ESN use to the side, causing people to
pull away from their ESN activities and return
back to their original work and communication
patterns.
Charlene Li
Making the Business Case for Enterprise Social Networking, Feb 2012
48. 5 tips for successful implementation
Choose specific business processes to implement
Gain senior management approval
Align with external-facing social strategy
Measure success throughout the project
Recognise that cultural change will be the biggest challenge
49. Integrated social business strategy
Public social network
Connect with customers
Resolve simple issues
Social extranet
Deeper, more focused
engagement
Social intranet
Share knowledge
Respond better