mind map based upon webinar for introduction of ebook: The seven success factors of social business strategy by Charlene Li en Brian Solis

1. The
Seven
Success
Factors
of
Social
Business
Strategy
Mind
map
by
Alexis
van
Dam
of
webinar
Aug
15,
2013
Intro
Coherent
strategy
7
success
factors
of
social
business
strategy
#1
define
overall
business
goals
#2
establish
the
long
term
vision
wrap-­‐up
#7
invest
in
technology
that
support
objecLves
#6
secure
staffing,
resources
and
funding
#5
establish
governance
&
guidelines
#4
define
the
strategy
roadmap
&
idenLfy
iniLaLves
#3
get
execuLve
support
mindmap
Charlene
Li,
Al-meter
Brian
Solis,
Al-meter
cra$
a
coherent
strategy
that
transcends
individual
social
media
channels
and
results
in
a
robust
strategy
roadmap,
complete
with
metrics.
is
about
Context:
6
stages
of
Social
Business
Transforma-on:
Social
Business
Strategy
Social
media
as
true
path
in
business
In
most
organiza-ons,
social
media
is:
Success
in
social
business
align
people
on
objec-ves
Decide
what
to
do
and
not
to
do
Planning:
Listen
&
learn
Presence:
Stake
our
claim
Engagement:
Dialogue
deepens
rela-onships
Formalized:
Organize
for
scale
Strategic:
Become
a
social
business
Converged:
Business
is
social
The
deep
integra-on
and
social
methodologies
into
the
organiza-on
to
drive
business
impact.
its
about
its
not
to
Social
business
is
about:
Driving
business
goals
Launch
a
presence
on
Facebook
Alignment
Commitment
Most
organiza-ons
do
not
connect
social
media
to
business
objec-ves
Different
Business
Units
may
use
social
media
it
impacts
the
whole
organiza-on
Only
34%
of
organiza-ons
really
connect
social
media
to
business
goals
Only
25%
of
organiza-ons
use
social
media
and
have
it
aligned
to
organiza-on
vision
&
strategy
Marke-ng
IT
Legal
Communica-ons
Sales
Opera-ons
Service
Etc
Engagement
&
channel
driven
Should
be
business
goal
driven
A
framework
to
help
you
audit
your
exis-ng
strategy
#1
define
overall
business
goals
#2
establish
the
long
term
vision
#3
get
execu-ve
support
#4
define
the
strategy
roadmap
&
iden-fy
ini-a-ves
#5
establish
governance
&
guidelines
#6
secure
staffing,
resources
and
funding
#7
invest
in
technology
that
support
objec-ves
it
starts
with:
Quote:
"Always
go
back
to
the
objec-ves
you're
a]er.
If
you
lose
sight
of
that,
you'll
be
was-ng
-me
and
resources
quickly"
David
Fenech
Ask
yourself:
Exercise:
connect
social
goals
to
organiza-on
goals
What
is
your
overall
business
goal?
what
is
your
brand
promise?
what
is
your
social
media
strategy?
What
needs
do
employees
have?
What
does
the
customer
want?
...
Why
are
we
here?
What
are
your
goals?
It
is
an
evolu-onary
path!
It
is
about
alignment!
What
do
you
do?
How
do
they
align
in
what
we
achieve
in
social
business?
Top
5
strategic
goals
Iden-fy
how
you
would
measure
progress
or
acainment
of
these
business
goals
now
Brainstorm
a
few
social
business
ini-a-ves
that
could
poten-ally
support
that
business
goal
Iden-fy
metrics
that
connect
social
business
metrics
to
the
business
goal
metrics
Align
on
what
those
goals
are
vision
is
cri-cal
social
media
is
an
opportunity
What
is
that
vision
for
social
media?
Example
Correla-on
between
mission,
brand
promise
what
are
customer
and
employee
experiences?
What
is
the
organiza-on's
vision?
Humanize
your
organiza-on
Open
environment
Democra-ze
informa-on
Transparency
it
is
a
way
of
business
philosophy
how
do
you
use
those
pladorms
&
channels?
improve
social
media
and
social
business
changes
alot;
take
a
broader
perspec-ve
it
is
about
purpose!
Reten-on
Advocacy
loyalty
...
Social
Media
Vision
Statement
Think
about
rela-onships
Cra]
a
story
towards
the
statement
"To
humanize
the
company
by
connec-ng
cons-tuents
with
Ford
employees
and
with
each
other
when
possible,
providing
value
in
the
process"
It's
a
simple
statement
What
is
the
purpose?
In
3/5
years
from
now?
Make
the
rela-ons
tangible
What
does
this
look
like?
people
remember
stories
and
not
words!
focus
on
rela-ons
in
future
(look
beyond
today's
constraints)
define
experience
people
need
to
have,
feel,
share
Make
it
a
story
that
tells
about
the
rela-onship
Make
a
statement
that
stands
test
of
-me
and
technology
Don't
wordsmith
too
much,
gut
feeling
is
o]en
good
Keep
it
short
and
memorable
You're
not
alone
apply
the
7
steps
drive
customers,
employees
and
rela-onships
forward
in
a
meaningful
way
use
resources
well
Internet
is
a
big
problem
Invest
in
technologies
Internet
is
old
Enterprise
social
networks
The
new
thing
Over
-me
fail
to
adopt
it
No
vision,
driver,
strategy
Success
only:
when
there
is
purpose Work
together
with
IT
align
investments
with
roadmap
Not
only
do
it
when
you
read
something
new
on
Mashable.com
Once
you
have
Then
Most
social
strategist
Training
goals
Strategy
Vision
Playbook
Policies
Roles
enhance
New
roles
exist
Form
a
community
based
on
key
stakeholders
Make
decision
for
Create
dis-nc-ve
roles
Who
is
responsible
for
what?
IT
Legal
marke-ng
sales
opera-ons
Etc
Needs
Challenges
What
do
you
need?
How
to
fill
in
the
gaps?
How
to
extend
staff
in
training
approach
Iden-fy
priori-es
in
social
media
educa-on
become
advocate
of
the
brand
Ambassadors
What
you
should
do
Judgement
is
needed
in
between
What
you
shouldn't
doprac--oners
execu-ves
all
employees
(risk
mi-ga-on)
all
employees
(advocacy)
playbook
Policies
steps
governance
Determine
who
is
responsible
for
social
strategy?
Who
leads
development
of
an
infrastructure?
Who
is
going
to
help?
Create
a
hub
or
a
Centre
of
Excellence
Priori-ze
ini-a-ves
tackle
guidelines
&
processes
Assign
roles
and
responsibili-es
How
to
use
tools?
How
to
achieve
objec-ves?
rewrite
roles
&
guidelines
people
need
specifics/
direc-on
Need
to
teach
alignment
of
social
and
business
strategies
Social
Strategist
becomes
Chief
(Social)
Strategist
organiza-on
models
Decentralized
Centralized
Hub
-­‐
spoke
Mul-ple
hub
spoke
Holis-c
come
to
an
agreement
on
the
governance
model
before
moving
on
to
strategy
5
levels
of
governance
Align
on
vision,
strategy
and
roadmap
Policies
Processes
Playbook
Technology
Training
Outcomes
are
not
What
are
you
trying
to
do
Make
the
-meline
then
Likes
Retweets
Share
Those
are
mini
KPI's
but
are:Lean
organiza-on
reverse
engineer
once
you
have
you
need
a
look
ahead
at
least
3
years
do!
vision
you're
in
alignment
on
business
goals
you
need
a
plan
that
brings
it
to
life
Strategic
Social
Business
roadmap
Important
looks
3
years
ahead
aligns
business
goals
with
social
media
(across
organiza-on)
Document
where
you
go
Accomplish
business
goals
technologies
change
Tools
become
enabler
of
alignment
in
orgiza-on
Champion
your
cause/
case
support
strategy
Put
them
on
a
-meline/
roadmap
plot
each
ini-a-ves
Link
back
to
business
goals
feel
the
vision
What
do
you
need
to
accomplish
vision?
Alignment
of
all
resources
Bring
the
-meline
to
the
execu-ves
Start
to
execute
O]en
social
media
is
about
tools
Advice
social
media
should
become
bigger
than
a
tool
of
marke-ng
social
media
should
empower
rest
of
business
Back
to
the
execu-ve
suite
Social
becomes
an
enabler
of
business
goals
For
example
what
is
our
Pinterest
strategy?
o]en
based
on
tools
Execu-ves
report
to
shareholders,
stakeholder
etc
execu-ves:
disconnect
between
language
social
media
strategists
and
execuLves
They
decide
on
metrics
and
numbers
What
are
the
business
priori-es?
Opportuni-es
Hurdles
Stakeholders
Needs
It
is
what
you
do
with
Demonstrate
Help
the
execs
understand
what
the
opportuni-es
are
with
social
Execu-ve
sponsor
is
crucial
to
let
social
become
a
success
Channel
Tools
emphasize
rela-onships
and
outcomes,
not
social
media
channels
use
reverse
mentoring
to
increase
their
prac-cal
knowledge
of
social
media
press
for
credibility
connect
the
dots
(for
them)
leverage
social
media
as
an
enabler
create
a
sense
of
urgency
Talk
about
what
they
understand
(their
top5
goals)
execu-ve
has
more
or
less
5
priori-es
(same
amount
of
fingers!)
from
introductory
webinar
of
ebook
created
by
Alexis
van
Dam
read
it:
August
15th
2013
LiveMindMapper
Online
Communica-ons
Consultant/
Trainer
hcp://www.alexida.nl
star-ng
at
1
o'
clock
from
center
to
outside
per
branch
top
to
bocom