Building a Social Business

Building a Social Business

DAVID MEISELMAN,

VP of Digital Marketing, Actifio

@dmeiselman

• Intros – How do you currently use social media?• The basics – external and internal use cases.• Social strategies – aligning your use cases with business goals.• Social models – aligning your people to your use cases.• Wrap up and discussion of what works.

• This is not about tools and tac@cs. It’s about developing strategies and uses that align with your business goals.

Agenda

• A career in tech marke@ng and web strategy

• Startups and Fortune 500• Building digital at Ac@fio• Led social strategy for Hanover Insurance

• Built 1 Million+ social community for language learners

• Enterprise soNware sales and marke@ng

My Perspective: 20+ years in marketing

Why are you social?

Exercise # 1

Current levels of social media usage in class – personal v. business.

1. What do you use personally?

2. What do you do for your business?

3. What are your top business goals/needs and how is social business currently helping you to get there?

Social Basics

Origins of Social Media = Web2.0 InteractionPlaces Pla=orms

• Changes in what the web makes possible.

• If Web1.0 = publishing, then Web2.0 = participation.

• Web2.0 moved from:• Info Access à Rich Internet Apps•Apps à Platforms•Content à Conversations•Web Pages à Distributed Content•Browsing à Following•Communicating à Collaborating

• Platforms make content and functions multi “site” and multi-device.

Interactivity Led to Changed Expectations

• Not enough to just consume. People want to interact and contribute.

• People expect to comment and converse.

• Messages cease to be outbound statements, but rather they become part of conversations.

• This freaked some marketers out, but it’s really a good thing – conversations make a greater impact than stand alone messages.

Basic Nature of A Social Business

Responsive - Interactive - Human

What Do We Mean By A Social Business?

• Leverages social plaPorms to share informa@on, engage in conversa@on, and build rela@onships.

• Engages and has human interac@ons (at scale).• Social interac@ons both externally and internally.

External Use Cases for Social Media

1. Fundamental – building rela@onships with target audiences.• Scalable In@macy (see @miketrap).

2. Marke@ng • Crea@ng brand advocates.• Growing an audience .• Telling your story.

3. Sales – the ul@mate use case, but not how you might think.4. Service – human and responsive, where and how the

customer wants and lives.

1. Enterprise 2.0 and collec@ve intelligence.2. Project [email protected]. Knowledge management and informa@on flow.4. Collabora@ve content development.5. Social intranets and extranets (partners).6. New hire assimila@on.

Internal Use Cases for Social Collaboration

Exercise # 2

How can social use cases align to your business goals and objec@ves?

1. List your 3 top pressing goals/needs.

2. For each one, define an external social and an internal collaboraDon use case or approach that can support your achieving/meeDng it.

Social Models

Don’t assume all people get this stuff.

• Wide range in social proficiency• Huge difference between keeping up with friends on FB and

leveraging mul@ple social networks and collabora@on tools for business purposes.

The Culture Thing

• Closed & conserva@ve vs. open & progressive.• Command & control vs. individual empowerment.• Guarding informa@on vs. crea@ng it in the open.• There is no correct approach, but the approach must match the basic corporate culture.

• Much of social adop@on is a cultural issue for many companies.

Social Media Organizational Models

Source: AlDmeter Group

Planning Your Approach

• Align your culture and choose your model.• Build social proficiency and move inside out.• Involve stakeholders and plan responsibili@es.• Don’t leave it to chance. Be deliberate.

Internal Collaboration – Getting Buy-in and Driving Adoption

• What’s in it for me?• Follow the leader.• Build a user experience that solves a problem.• Model success and let grass roots use cases follow.

Knowledge Management via Social Platform

• Navigate first.• Search second.• Ask third.

• Socialtext customized for very specific use cases

The Recipe for External Social Media

• Listen• Curate• Create• Engage

• Remember how great salespeople have built rela@onship based businesses for much longer than the technology age…

• Keep the value/ask ra@o high.

A Twitter Story

External Social Challenges

• Cura@ng valuable things to share.• Crea@ng enough quality content.• Coordina@ng mul@ple external social par@cipants.

• Internal can be used to solve external challenges.• Align your model to resource constraints.

Setting Forward On Your Social Path

1. Define the business goals you want to impact.2. Define the social use cases that can help.3. Align your corporate culture and social proficiency with your

approach to implemen@ng those use cases.4. Work outside in for listening and inside out for speaking.5. Create deliberate successes that can be built upon.6. Connect those successes to where you want to go.

Exercise # 3

Crea@ng your roadmap toward being a social business

1. Describe your culture, both today and what you aspire for it to be.2. Describe the level of social proficiency in your team.3. Pick your preferred social media management model that best aligns

to both your culture and the social proficiency of your team – today and tomorrow.

4. Define 2-‐3 use cases that will enable you to model success to drive the desired outcomes you defined in the last exercise.

Thank You!

David Meiselman@dmeiselman

davidmeiselman.com

Course TitleCourse TitleINSTRUCTOR NAME

http://intelligent.ly

http://intelligent.ly

Building a Social Business

Business

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