Social business webinar for marketing profs

1. FROM SOCIAL BRAND TO
SOCIAL BUSINESS
MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING
EDELMAN DIGITAL | @BRITOPIAN ON TWITTER

2. THE EVOLUTION OF SOCIAL BUSINESS
THE EVOLUTION OF SOCIAL BUSINESS
2003 to present
1995 to present
2008 to present
SOCIAL BUSINESS
SOCIAL BRAND
SOCIAL CUSTOMER
• Technology Innovation gives
customers a voice
• They are Influential
• Amplified voices across the social
web
• Google indexing critical
conversations about companies
• Social Customers are trusted
amongst their peers as influence
grows
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• 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

3. HOW DOES THE SOCIAL CUSTOMER BEHAVE?
• The customer journey is
dynamic; and always changes
• Brands need to have multiple
customer touch points to
break through the clutter
• Customers need to hear things
3 – 5 times before the actually
believe (Edelman Trust
Barometer)
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4. THE SOCIAL CUSTOMER AND BRAND EXPERIENCE
The Informed
(e.g. research products online)
Brand Discovery:
Google Search, Word of Mouth
Brand Participation:
Fanning, following, liking
The Participant
(e.g. participate in a brand
experience)
The Opinion Sharer
(e.g. post review)
Brand Sharing:
Easy, habitual, publishing
Brand Advocacy:
Creating content, sharing, defending
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The Advocate
(e.g. encourage friends to
purchase)

5. TWEETABLE MOMENT

6. THE NEW PURCHASE FUNNEL
• 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
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7. 2011 GLOBAL SNAPHOT OF THE SOCIAL CUSTOMER
EUROPE (EMEA)
31% comment on blogs
27% comment in forums
20% uploaded a video online
39% uploaded a photo online
63% watch a video online
13% actively blog
LATIN AMERICA
49% comment on blogs
35% comment in forums
41% uploaded a video online
56% uploaded a photo online
74% watch a video online
27% actively blog
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ASIA PACIFIC
42% comment on blogs
43% comment in forums
29% uploaded a video online
50% uploaded a photo online
65% watch a video online
37% actively blog

8. DEFINING A SOCIAL BRAND
A social brand is any company, product, individual, politician that uses social technologies
in order to communicate with the social customer, their partners and constituencies or the
general public.
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9. ORGANIZATIONS FOCUSING ON INTERNAL CHANGE
• 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
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10. USHERING IN SOCIAL BUSINESS
• 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
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11. SOCIAL BUSINESS DEFINED
A social business is any organization that has integrated
and operationalized social media within every job function
(and process) internally.
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12. UNDERSTANDING THE DIFFERENCE
SOCIAL BRAND
SOCIAL BUSINESS
External Communications
Operations & Change Management (internal)
Usually owned and driven by marketing or corporate
communications
Business leaders, employees in every job function across the organization
and in every geography
Engagement with the social customer and within the external
community like blogs, Twitter and Facebook
Engagement with internal teams and channel partners at every level within
the organization
Measurement: clicks, impressions, engagement, likes, comments,
web traffic, etc.
Measurement: employee participation, # of employees trained, process
efficiencies, etc.
Budget allocated to support external facing objectives like agency
support, Facebook applications, social ads
Budget allocated towards “consultative” agencies, internal social
technologies, training and change management initiatives
Little to no internal collaboration to be somewhat effective
Collaboration is imperative to the success of social business transformation
Difficulty level is easy
Difficulty level is hard, very hard
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13. CHAOS EXISTS IN THE ORGANIZATION TODAY
TWEETS
BLOG POSTS
FACEBOOK
UPDATES
RACISM
LEAKING
CONFIDENTIAL
INFORMATION
HATE SPEACH
BASHING
COMPETITORS
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TALKING
SMACK
ABOUT
MANAGEMENT

14. CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT
I just wanted to post our
press release….
I have been on the
marketing team for 4
years now and WE OWN
the Facebook page!
DO YOU UNDERSTAND?
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15. FROM CHAOS TO GOVERNANCE
GOVERNANCE MODEL
Policies
Guidelines
Organization
Design
Channel
Creation
Employee
Activation
Technology
Deployment
• Legal document
• Guides employee's • Directs the
• Address the
• Process creation for • Enablement
behavior on the
organization to
creation of
new, existing
process for internal
• Addresses
social web
maximize its
new, external facing
employees that
/ external social
compliance and is
structure to ensure
social media
want to engage
applications
very specific on
• It’s good practice to
efficiencies and
channels
externally
what not to do
co-create guidelines
• Security & Privacy
scale
with employees
• Creates consist
• Training modules
• Governs employees
• Ensures technology
messaging and
creates an increase
behavior
• Moderation policies • Provides guidance
consistency across
of ownership for
minimizes customer
in employee
for
the organization
• Employees liable
the social media job
confusion
proficiency
Facebook, Corporat
for actions
function
e blogs
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16. CREATE A PARTICIPATORY LEARNING ORGANIZATION
FROM MINIMAL PARTICIPATION TO COMPLETE OWNERSHIP
Training Curriculum
•
•
Training Curriculum
Training Curriculum
•
•
•
Basics of Social Media
Overview of owned media channels to
include enterprise
communities, blogs, Facebook and
Twitter accounts
Policies & Guidelines
WHITE BELT
Awareness & Engagement
Organizational Expectations
•
•
•
Research & monitoring
Listening to owned media channels
Escalate conversations to others
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•
•
•
•
•
Basics of Community Engagement
Listening & Monitoring Tools and Apps
Intended Uses of Social Media
Engagement Model & Escalation
Process
Metrics Overview
BLUE BELT
Fluency & Participation
Organizational Expectations
• 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
•
•
•
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
BLACK BELT
Expertise & Ownership
Organizational Expectations
• 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

17. ACTIVATING EMPLOYEES TO ENGAGE
Proficiency Level
Channel(s)
Employee Engagement Behaviors
Tools/Technologies
Video
Record, upload video: live streaming, Hangouts
Vimeo, YouTube, Twitvid, Qik, Livestream,
Ustream, Google+
Photos
Upload and Tag images
Instagram, Picplz, Hipstamatic, Flickr,
Picassa
Blogs
Write and publish blog content
Wordpress, Tumblr, Posterous, Microsoft
blogs
Channel(s)
Employee Engagement Behaviors
Tools/Technologies
Micro
Blogging
Share product related news, announcements
within micro blogging platforms
Twitter, Friendfeed
Social
Networks
Engage in two way dialogue about products,
events and company news
Facebook, Orkut, Quora, Google+
3rd Party
Blogs
Respond to comments in 3rd party blogs
NA
Channel(s)
Employee Engagement Behaviors
Tools/Technologies
Email
Send product related emails to friends, family
members and colleagues
NA
Social
Networks
Follow @brand and corresponding product
Twitter handles , “Like” Brand Products on
Facebook – RT, Like, Share posts
Facebook, Orkut, Quora, Google+
Content Creators
Advanced
Proficiency Level
Conversationalist
Intermediate
Proficiency Level
Participant
Basic
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18. ESTABLISHING A CONTENT LIBRARY
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19. ESTABLISHING A MEASUREMENT FRAMEWORK
Financial Impact
Metrics
• ROI
• Paid, Earned, Owned Media Value
• Purchase Funnel Metrics
Non Financial
Impact Metrics
• Community Health - Growth
• Community Health – Membership
• Community Health – Engagement
• Share of Voice
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20. ESTABLISHING A MEASUREMENT FRAMEWORK
Financial Impact
Metrics
• ROI
• Paid, Earned, Owned Media Value
• Purchase Funnel Metrics
Non Financial
Impact Metrics
• Community Health - Growth
• Community Health – Membership
• Community Health – Engagement
• Share of Voice
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21. ALIGNMENT = BUSINESS RESULTS
Programs
Community Management
Marketing
Customer Service
Communications
Events
Campaigns
Advocacy
Crisis
SOCIAL BRAND
(External)
MEASURABLE
OUTCOMES
SOCIAL BUSINESS
(Internal)
Training
Process
Collaboration
Organization Models
Research & Development
Policies & Guidelines
Knowledge Sharing
Culture
Infographic by @armano
Infrastructure
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22. SOCIAL BUSINESS VALUE CREATION MODEL
Sales
Advocacy
Product Feedback
Social Customer
Value
Creation
Social Business
Social Brand
Brand Enablement
Product Innovation
Process Improvement
Engagement
Product Discounts
Relevant Content
Solving customer issues
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23. CREATING A CONTENT PLAN
THAT ADDS VALUE TO THE
SOCIAL CUSTOMER
Relevant content is the right content, at
the right time, in the right channel to the
right customer

24. CONTENT STATEGY FRAMEWORK
Internal Listening
Daily “Tips” And
Product News Based
On Real Time
Listening and
Feedback From The
Community
Company News &
Events
3rd Party Article &
Blog Post Mentions
Contests, Quotes, Sur
veys & Other Content
That Spurs
Engagement
Inform and educate
the community
@reply influencers
Ask questions
Respond to
questions, comments
and concerns
Measure
6 Month Thematic
Content Calendars
Relevant content
Engage
Bi-Weekly and Daily
Content Calendars
Create
Plan
Corporate Communications | Internal Communications | Product Organizations | Customer Support
Connect community
members with each
other via @replies
External Listening
Existing Social Media Engagement | News Articles | Online Monitoring | Search
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Month to Month
Growth Community
Membership
Month to Month
Growth In
Engagement
External Benchmark
Metrics – Share Of
Voice/Engagement

25. LISTEINING IS IMPERITIVE
Spend time
listening to the
conversation and
determine if you
can add value

26. CONVERSATIONAL AUDIT
Twitter
16%
Blogs
17%
Media
1,300,000
Blogs
379,778
Twitter
338,828
News
Forums
59%
Mentions
Forums
News
8%
180,054
…this tells you “where” the conversation is happening about the brand
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27. TOPICAL CONVERSATIONAL AUDIT
Overall ‘phone service’ Conversation
‘phone service’ & ‘brand’ conversation
Twitter
1%
News
8%
Twitter
10%
Blogs
18%
Blogs
25%
News
34%
Forums
40%
Forums
64%
Media
Mentions
Media
Mentions
% Share of
Overall
Forums
4,693
Forums
372
8%
Blogs
1,327
Blogs
233
18%
Twitter
746
Twitter
13
2%
News
622
News
318
51%
… this tells you how relevant your brand is within certain online conversations
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28. REPITITION ENHANCES BELIEVABILITY
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29. TWEETABLE MOMENT

30. SOLVING CUSTOMER PROBLEMS
It’s one thing to solve
individual customer
issues. It’s another to
fix the ROOT CAUSE of
the problem!

31. REAL TIME ANALYTICS
Knowing what content is
being share/liked/RT’d
the most should help
drive the content strategy
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32. USE GOOGLE TO CREATE EDITORIAL CONTENT
Understanding
search behavior
will help create
editorial content
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33. KNOWING “WHEN” TO POST CONTENT
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34. OPTIMIZING THE HUB & SPOKES
• Facebook status
updates that promote
blog content
• Other content shared
NEEDS to add value to
the conversation and
community
• Occasional tweets on
promoting blog content
• Cross promoting other
social channels, when
relevant
• Needs to be unique; not
the same on FB
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The Hub
• The content hub is the website,
blog, content aggregator
• Content should be optimized
for search w/terms that are
relevant to your business
• Should be convenient for users
to consume content within the
channels that they are
comfortable with
• Optimize Youtube channel
and new videos to link back
hub/blog
• Videos can be shared on
Facebook, YouTube or
through editorial
• Optimize Google+ page with
relevant links and content
back to other channels
• Should not duplicate content
• Add Google+ icons to hub

35. TOOLS TO HELP YOU SCALE
… send em’ a tweet @simplymeasured
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36. TOOLS TO HELP YOU SCALE
… send em’ a tweet @crowdbooster
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37. TOOLS TO HELP YOU SCALE
… send em’ a tweet @vitrue
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38. THANK YOU FOR YOUR TIME!
Michael Brito
SVP, Social Business Planning
Edelman Digital
Michael.Brito@edelman.com
@Britopian
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Jim Tramel
Vitrue
Regional VP, Business Development
jt@vitrue.com
@jimtramel