How to Plan and Design your Social Business Culture?
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Transcript of How to Plan and Design your Social Business Culture?
Social Business.
Social Business.Is not about social media.
Social Business.Is not about social media.Not even about marketing.
SOCIAL BUSINESS IS ABOUT PRODUCING OUTCOMES THAT MATTER TO THE BUSINESS…
… through people.
Ad overload
This is our world today.
Ad overload Channel overload
Source : Qmee
This is our world today.
Changing Buying BehaviorAd overload Channel overload
Source : Qmee
This is our world today.
BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFOREREACHING OUT TO VENDORS
SiriusDecisions
The buyer, today
Aware of the problem
Search for solutions
Consider solutions
Build preference
Buy the product
THIS IS HOW THEY WAIT…
The seller
Inspire & attract
Educate & inform
Direct to solutions
Build trust
Persuade
The buyer, today
Aware of the problem
Search for solutions
Consider solutions
Build preference
Buy the product
THIS IS HOW THEY WAIT…
The seller
Inspire & attract
Educate & inform
Direct to solutions
Build trust
Persuade
The buyer, today
Aware of the problem
Search for solutions
Consider solutions
Build preference
Buy the product
research
THIS IS HOW THEY WAIT…
The seller
Inspire & attract
Educate & inform
Direct to solutions
Build trust
Persuade
first contact
The buyer, today
Aware of the problem
Search for solutions
Consider solutions
Build preference
Buy the product
research
THIS IS HOW THEY WAIT…
THE END GOAL ISN’T A PURCHASE ACTION ANYMORE.
THE NEW END-GOAL IS TRUST.
IN A SOCIAL BUSINESS, BUILDING TRUST IS DONE BY
EMPLOYEES.
Customers and partners
Marketing Sales Production & Logistics
Customer Service
>>> TRUST & INTEREST <<<
Answer questions & business issues
(with products and content)
EMPLOYEES
BUILD
TRUST
…
…by answering questions to technical, personal or business issues
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So.
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So.Trust is built through content.
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So.Trust is built through content.And through social interactions.
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So.Trust is built through content.And through social interactions.
Employees breathe life into that content.
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So.Trust is built through content.And through social interactions.
Employees breathe life into that content.
Without employees, everything falls…
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So.Trust is built through content.And through social interactions.
Employees breathe life into that content.
Without employees, everything falls… flat.
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FLAT.
SO,
SO,
START CREATING A CULTURE
SO,
START CREATING A CULTURE
OF EDUCATION AND SHARING,
SO,
START CREATING A CULTURE
OF EDUCATION AND SHARING,
INTERNALLY AND EXTERNALLY.
TRAIN EMPLOYEES ON NEW ROLES
AND RESPONSIBILITIES
• Evangelization
• Content creation & amplification
• Social media and escalation mechanisms
• New roles, processes and governance
DEVELOP NEW PROCESSES TO LISTEN AND ANSWER TO CUSTOMERS
NEW PROCESSES TO
“LISTEN” AND “ANSWER
LISTEN
ANSWERS
EDITORIAL PLAN
CREATION PROJECT MGMT
PUBLISH & PROMOTE
CONVERSATION MGMT
MEASURE
Business Objectives
Marketing Strategy
Brand DNA
Roadmap
SOCIAL MEDIA STRATEGY
“themes”
Content MarketingStrategy
Content Strategy
© HappiFish
CREATE YOUR
ANSWERING TEAM
2 TYPES
OF
CONTENT
A-team
Orchestrated & plannedcontent
2 TYPES
OF
CONTENT
Employee community A-team
Orchestrated & plannedcontent
Peer to Peercontent
300 employees150 contacts first degree
22.500 second degree
USE THE POWER OF EMPLOYEE
CONTENT AMPLIFICATION
300 employees150 contacts first degree
22.500 second degree
USE THE POWER OF EMPLOYEE
CONTENT AMPLIFICATION
300 employees150 contacts first degree
22.500 second degree
45.000 first degree6,7M second degree
USE THE POWER OF EMPLOYEE
CONTENT AMPLIFICATION
LET’S LOOK AT
BEST PRACTICES FROM IBM, ADOBE,
DELLProgram IBM Adobe Dell
Social policy X X X
Employee enablement • Digital IBMer knowledge hub• Opt-in programs with
rewards• Trainings with certificates &
perks
• Basic, intermediate & advanced training• Certification• Online and quarterly• Badges• Sharing master ontent calendars• Sharing weekly summary of content
highlights• Adobe social platform• DL emails with sample tweets
SMaC University interactivecourses (mandatory and optional)SalesForce chatter Certification, badges & rewardsOutside expert presentationsEmployee “unconferences”
Culture programs • Online “Jam” Events• Hackatons• Technology adoption
program• Forward thinker program• IBM Select• Client executive engagement
• Centre of excellence• Forums for best practice sharing• External social media experts presenting• Opt-in based objectives• Social council• “Ask a pro” session
SMaRT initiativesCustomer advistory panel daysSocial Think TanksSocial outreach servicesSMaC Champions
Mentoring • Social selling champions program
• Social buddy program• Follow the leader program
Influencer program • Smarter planet• Citizen IBM• IBM Research• Midsize Insider
• Process to communicate with internal Adobe evangelists and bloggers
Dell Rockstar programSocial listening command centre
Too much to read, isn’t it ?
Let’s see.
Let’s see.What have they done in common?
Let’s see.What have they done in common?What is it that made them a social business?
Let’s see.What have they done in common?What is it that made them a social business?
And what can a smaller company learn from it?
THIS IS WHAT YOU CAN LEARN…
Employee enablement toolsSocial policyTraining programsGamification – certificates & perksIncentivation – course credit, recognition and other rewards
THIS…
Employee enablement toolsSocial policyTraining programsGamification – certificates & perksIncentivation – course credit, recognition and other rewards
Give clear objectivesEnthusiastic employees after training, but often hesitant to go social.Once one particular objective has been reached, the employee moves to a new task
THIS…
Let progress come organicallyFind the internal and external platforms that fit best
AND THIS…
Let progress come organicallyFind the internal and external platforms that fit best
Take a multi-lateral approachBoth “bottom’s up” and a “top-down” approachEmployees drive the changeExecutive leadership validates providing greater resources and rewards
AND THIS…
Let progress come organicallyFind the internal and external platforms that fit best
Take a multi-lateral approachBoth “bottom’s up” and a “top-down” approachEmployees drive the changeExecutive leadership validates providing greater resources and rewards
Don’t boil the ocean - Build change into processFocus on small, reachable goals, re-evaluate constantly, and work toward larger goals
AND THIS…
Want more practical details ?
Check out this blog post
• Only corporate cultures rooted in trust can do this
• Enrich your culture - content, sharing and social
• Connect “peers to peers” – train, facilitate, remove barriers
• Key team with power – involvement
• Communicate the vision & show success
KEY
SUCCESS
CRITERIA
www.happifish.be
We are HappiFish. From Belgium. (You know, the land of chocolate and beer?)
We help companies to create marketing that people actually want.
Because we believe marketing should be relevant to customers.
www.happifish.be
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