Kate Cooper, MD of BLOOM defines Social Business and how, if leveraged correctly can bring about positive change within an organisation and deliver long-term, strategic results across multiple business functions.

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WHAT IS SOCIAL BUSINESS?
Grown Up Social Media

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From Business As Usual > Social Business
Social Business is the difference between
what it means to ‘DO’ social and what it
means to ‘BE’ social.
Many brands and businesses are now ‘doing’
social through activating social media to
meet marcoms objectives. Some with great
success.
However, to really leverage the opportunity
of social media, you have to BE social by
becoming a social business. When it comes
to Being Social, what happens internally is
as important as what happens externally.
It is by leveraging the full potential of Social
Business practices that your organisation can
deliver long-term, strategic results across
multiple business functions.
SOCIAL BUSINESS
Strategic
Scalable
Integrated
Used for multiple business
functions
Dialogue
Engagement
Value for the consumer
Advocacy
Customer-centric
Key strategic business objectives
Large-scale returns
BUSINESS AS USUAL
Tactical
Not scalable
Siloed
Used as traditional PR/marcomms channel
Broadcast
Speaking & listening
Value for the business
Loyalty
Company-centric
Tactical marketing metrics
Small-scale results

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Common questions that lead people
down the Social Business path
① How do we more closely link our external social media
activations to delivering our company’s business
objectives?
② How do we structure our operation to cost effectively
scale our social media efforts – should we outsource or
build internal capabilities?
③ What other ways could social technology be used to
meet our internal and external objectives?
④ How do we measure how effective we are and use
insight to make us even more effective?

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The difference between Social
Business and Social Media
SOCIAL BUSINESS
A business
consciously designed
to leverage the
significant changes
brought about by the
proliferation of social
media and social
technologies that
empower the social
customer.
SOCIAL MEDIA
The platforms and
media that enable
digital interactivity by
engaging users to
participate in,
comment on and
create content as a
means of
communicating with
their social graph,
businesses, brands
and other users.

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If you always do what
you've always done,
you'll always get what
you've always got
you’re going backwards.

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WELCOME TO THE NEW
CONTEXT OF DOING BUSINESS
WELCOME TO SOCIAL BUSINESS
FIND OUT MORE AT
WWW.BLOOMWORLDWIDE.COM
@BLOOMWORLDWIDE