| Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.1
From Social Media Champion to Change Agent
For technical help dial 866.229.3239
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| Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.2
Greetings and Housekeeping
This session is being recorded for you
Ask questions via WebEx chat or on Twitter #NBSS
Follow our conversation and guests:
Brian Solis - @briansolis
Lisa Joy Rosner - @lisajoyrosner
Host - @NetBase

| Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.3
Today’s Speaker – Brian Solis

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Poll #1
How would you describe your job/role?
1. Social media professional
2. Public relations professional
3. Marketing professional
4. Market researcher
5. Business owner
6. Other

@briansolis

1. A new audience of connected customers is emerging and they are
becoming more influential than your business
2. The state of social media creates new touchpoints and expectations
3. The roles of the customer (and employees) are greater than the reach of
marketing
4. Without engagement, customer activity and shared experiences steers
conversations and actions and shapes reputation
5. The future of business takes a culture rich with employee empowerment
and customer-centricity (we are not there today)
The Top 5 Reasons for Transformation

DIGITAL
DARWINISM IS THE
EVOLUTION OF
CONSUMER
BEHAVIOR WHEN
SOCIETY &
TECHNOLOGY
EVOLVE FASTER
THAN YOU

Business leaders shouldn’t have to experience a revolution from
customers…if employees care enough, the Corporate Spring will happen
from within

Social media has
started a revolution
in how people
connect, learn and
communicate, and
its effects cannot be
undone.

| Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.11
Poll #2
What is the biggest challenge you face today?
1. Skepticism at the executive level
2. Lack of awareness around benefits within the
company
3. Your own understanding of what's possible
4. Customer appreciation is generally missing
5. All of the above

Many follow, but very few lead.
Many compete to survive, but few compete for relevance.
Do we listen to our customers? Do we truly understand them?
Do we create experiences or do we simply react?
The future of business comes down to one word…change.
This is a new era that redefines everything.
An era of empowered consumers and employees.
Will we fall to natural selection or will we rise to lead the revolution?
This is our time to make business relevant.
Because people, after all, are everything…
The Path to Social Business Transformation Starts with You

It’s time to consumer change. But until now, we’ve not had a “change
manifesto” – until now. Here’s your guide to be a change agent.

We’ve arrived at a crossroads and we need to make a decision on our
role driving change within the organization
Social
Media
Expert
Change
Agent
Go your own way,
We will follow…

IT TAKES
COURAGE
THE CUSTOMER JOURNEY

The future of your
business is defined
through shared
experiences…
The “customer voice” is
expressed through shared
experiences must be co-
created.
Without design or
engagement, the collective
of customer experiences
become the “brand” for
connected customers.

CUSTOMERS SEE
ONE BRAND
NOT SILOS

Businesses are investing in social brands and not social businesses,
customers see and feel the difference.

Anti- Social Business
Representative Customer
Engagement
Elements
Customer Engagement
Brand
Experience
The last mile of is paved through engagement and you are its engineer

The future of your
business is defined
through shared
experiences…
Social media is the new “normal” – The choice we now face now is
whether or not to initially invest in a social brand or social business

Social Media’s impact on the organization is far greater
than our view of it today…

1. Marketing
2. Corporate Communications
3. Web/Digital
4. Social Media
Who owns social media? “The People” should own it, but instead, marketing
has already siloed social media…it’s time to spread the love.

The subtle, but overt nuances between a social brand and a
social business
Social Brand
• Organized in a hub and spoke formation
• Social media led by marketing department
• All budget and resources are dedicated to
promotion and community building
• Strategies are designed around
engagement metrics
• Center of Excellence promotes training and
best practices against other companies that
perform against engagement metrics
• Playbooks, guidelines, and guardrails are
developed at a 101 level
• Engagement is executed in the form of
conversations and content
Social Business
• Organized in an extended hub and spoke
formation
• Social media is led by a social media
taskforce of organizational stakeholders
• Budget and resources are allocated at the
enterprise, LoB and functional level
• Strategies are designed at every level, but
guided by a common vision
• Center of excellence provides training for
101 and against desired outcomes at every
level
• All materials are designed from the top-
down to deliver a holistic presence
• Engagement is executed where
conversations and content = ROI

| Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.27
Poll #3
Where do you need the most help to lead the charge toward
transformation?
1. Understanding of how to get an executive sponsor?
2. How to make the case that social media is bigger than
marketing?
3. How to approach potential stakeholders to create a
taskforce?
4. How to show the bigger vision for what's possible with social
media
5. All of the above

What are we trying to solve for?

• Customer Profile (Social media behavior)
• Market Analysis (Understanding of social media activities in the industry)
• Internal Audit (Capabilities, Expertise, Knowledge of current social media
initiatives)
• Policies
• Processes
• Organizational Model (Support across the organization)
• Strategy Roadmap
• Social Media Education
• Social Media Roles
• Stakeholders
• Internal Communication
• Listening/Response (roles, processes and technology)
• Program Measurement (roles, processes and technology)
Assess readiness to understand where your journey really begins

CMOs are reporting that
they are under prepared to
manage the impact of the
connected consumer
revolution
Source: IBM CMO Study 2011

CMOs are prioritizing
new technology to
increase engagement
and improve customer
relationships AND
experiences

Measuring technology’s impact on business,
opportunities and customer experiences
Business Value
Customer Experience
Immediate Return
Long-term YieldBrand Lift
Sales Lift
Customer Value

CUSTOMERS
Vision
Objectives
Strategies
Culture
Capabilities
Execution
EMPLOYEES
PRODUCTS/
SERVICES
TECHNOLOGY
The Social Enterprise

The key is not to be afraid. The worst mistake
you can make is to not try. This is your time to
use your voice. We would love to be in a
position to have to say no to too many ideas
- Management
This is your time…Fear, risk, uncertainty are off the table.
Your work is an investment in creating a test and learn culture.

ARAMARK set out to launch a social media marketing strategy,
they focused on the development of a social business first

Understand that where you are with
social media and where you need to be
is separated only by your leadership and
desired experiences and outcomes. This
is where our adventure begins.

Thought Leadership
Employee Advocacy
Demand Creation
Sales/Referrals
Focus on Social Media Strategic Impact Areas
Reputation Management
Influence
Activity

Assess the roadblocks within the
organization. Identify hurdles and
obstacles. Develop an internal
strategy and comms plan to rally the
organization toward a social business.

A customer-centric
business focuses
on process,
employees,
philosophy and
experiences. Social
media become
enablers.

Align social media with internal business
objectives.

If social media is presented as an independent priority, it’s
going to lose support every time.
As an enabler, linked to priority business goals and objectives,
however, it will gain sponsorship inside.
Social media must always be an enabler of something.
The Social Business Code:

Identify your stakeholders and learn from
them. Then create a stakeholder
engagement program.

The Social Media
Taskforce will work
together to
1. Prioritize objectives
2. Define the vision
3. Assemble the team
4. Establish
governances
5. Provide training
6. Introduce metrics
7. Offer advice and
examples
Taskforce
Hub
Sales
Finance
Research
LoBs
HR
Legal
Marketing
IT

A social business
introduces social
media to each
relevant LoB and
business
function to better
collaborate and
engage with
stakeholders

Develop an integrated strategy that
empowers employees, defines their
charter, and supports their engagement
now and over time. What are the
capabilities today and where do they need
to be?

A social business strategy will span the entire organization. You will need a taskforce to
help you make the transformation and break out of marketing
Thought
Leadership
Service
Wisdom of
Customers
Sales
Influence
Collaboration
R&DHR
Enterprise
LoB
Function

Think like the customer. Help internal
teams better understand who they’re
trying to reach and what moves them.
Bridge the customer gap…

Six Qualities that Define Engagement
The Pillars of a Social Brand
Consumers cited "feeling
valued" as the most important
element of brand engagement

Create a social media foundation to
deliver an integrated brand experience.
What are the existing capabilities, what’s
needed to execute, and fill in the gaps
with training, guidelines, guardrails, and a
VISION, MISSION and PURPOSE

Assess your readiness to be a social business
• Customer Profile (Social media behavior)
• Market Analysis (Understanding of social media activities in the industry)
• Internal Audit (Capabilities, Expertise, Knowledge of current social media
initiatives)
• Policies
• Processes
• Organizational Model (Support across the organization)
• Strategy Roadmap
• Social Media Education
• Social Media Roles
• Stakeholders
• Internal Communication
• Listening/Response (roles, processes and technology)
• Program Measurement (roles, processes and technology)
• Intelligence (process to translate data into insights and take action)

Empowerment,
Cross-Learning,
Measurement
Asset Inventory,
Best Practice Sharing,
Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Objectives, Policies, Education, Access
Holistic,
Real-time
Adaptive
Foundation
Safety
Formation
Enablement
Enlightenment
The Social Business Hierarchy of Needs
Integrated

Brand Voice
Personal
Voice
LOB
Foundation:
Oneness
Front
Line
Voice
Filter for LOB
messaging and benefits
Representative
alignment
Unique voice for
each business
Find your
corporate
voice and
persona

Define a listening framework and a
conversational workflow.

Listening Framework
Listening
Monitoring
Assessment
Engagement or
Routing
Follow-up
Closure
Organizing
Benchmarking
Planning
Presentation
Collaboration InnovationYour
Company

Conversational Workflow
Corporate
Social
Local
Community
Manager
Mention
Marketing
Intern
Qualified engagement Requires Attention Read only
Monitor for response
Acknowledge or
Express gratitude
Positive
Negative
Engagement
Community Mgr
Engagement
Urgent
Escalate 2
Corporate Social
Executive Review
Manager Review
cc: VPs/Directors
Corp Comm Escalate 1

Design and introduce meaningful and
shareable experiences through content,
commerce, and engagement programs.

Create a process for intelligence and
strategy. Listening is not enough. This
takes technology, “the human algorithm”
and a supporting process for workflow
and action.

Intelligence
Insight
Ideation
Interaction
InfluenceThe 5 I’s of
Social
Business

What’s important to followers of Starbucks?

Where in the world are the most vocal Starbucks customers?

Findings that we would have missed with monitoring…
@starbucks followers identify themselves as: enthusiasts,
geeks, addicts, junkies, creatives
Music, Food, Coffee, and Fashion are the most popular
areas of interest
@starbucks followers may favor dogs to cats 2 – 1
Students account for more than any single Professional
field

Best Practices: The Tenets of Transformation
• Identify the channels your stakeholders use to communicate, learn and share.
• Study the true sentiment and experiences of those who represent threats and
opportunities.
• Document themes, trends, gather the necessary data, and open yourself to input and
empathy.
• Evaluate the best practices in how other similar organizations are successfully embracing
change.
– Also study those who are failing to recognize opportunities.
• Conduct an internal and external audit to assess needs, readiness for change and surface
the nuances necessary to create an action plan.
• Write your change manifesto to define the change you wish to see and demonstrate the
upside of transformation to make the case to skeptics or the uninformed.
– Ensure that your manifesto becomes a working strategy and plan...make it actionable.
• Seek an influential, executive-level sponsor who will champion your mission among
decision makers.

Best Practices: The Tenets of Transformation
• Organize a taskforce of authoritative or connected stakeholders to create a
centralized organization to take responsibility for leading the transformation.
– This taskforce includes representatives from all functions, affected divisions,
– and notable stakeholders
– Assign responsibilities and milestones to your change management team...
– make everyone accountable for delivering against the plan
• Define messages and the communication plan.
– Shape the messages for each stakeholder group
– Set expectations
– Reduce fears and concerns
– Inspire your stakeholders to make change scale and optimize transformation
• Activate all social channels that reach stakeholders to impart and earn relevance.
– Communicate the vision, mission, and purpose
– Convey empathy
– Build awareness and demonstrate progress
– Convert detractors
– Recruit new stakeholders to extend reach

© 2011 Altimeter Group

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Thank you!
Q&A
Please post any questions to us in WebEx chat or Twitter #NBSS
Connect with us on Twitter: @NetBase or @lisajoyrosner
Email: bpi@netbase.com

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The Big Picture of Social Analytics
Nathan Gilliatt
April 11, 2012-11am PT/2pm ET