What is a Social Business?From antisocial to social: A primer.

@thebrandbuilder

www.smroi.net

Olivier A. Blanchard

I get social media butI don’t really get social business.

What is it exactly?

First, let’s talk about what social business isn’t.

Having a social media presence isn’t social business.

Your digital content doesn’t make you a social business.

Chasing followers doesn’t make you a social business.

Core Principles of Social Business

Core Principles of Social Business

1. “Social” is and has always beena core business philosophy.

It is not an add-on.It is not a “let’s hire a blogger” thing.It is not something that lives on Facebook.It is not a fad.

It must be at the heart of the company’svery purpose and identity.

2. “Social” must be a mindsetbefore it can become an operational model.

3. A CEO who doesn’t care about creatinga social company will not accidentally create one.

4. “Social” is something you are, not something you do.

Warning: Acting social without being social is doomed to fail.

Lesson: Transforming a business into a social business is not an exercise in social media adoption.

It is an exercise in change management.

Social media “experts”are not enough to help youbuild a social business.

Hire change managementexperts as well.

The 6 stages of social business evolution

1. No presence in social channels.

2. Basic presence in social channels.

3. Some activity in social channels.

4. Visible investment in social activity.- Example: Old Spice, Coca Cola, CNN.

5. Integrated social communications.- Example: Ford, IBM, Best Buy, CDC

6. Social business.- Example: Zappos, Sporting KC, Starbucks

So what does a social business model even look like?

Step 1: Creating a social layer across all functions.

Step 2: Creating a social culture from within.

Passion wins: Hire, promote (and replace) accordingly.

Competence matters: Training is not an afterthought.

Your COO will become an expert in real-time collaboration.

Your CEO will set expectations for the entire organization.

Clarify timelines, objectives and targets across the organization.

Don’t worry about selling. Just be human, interested and helpful.

Step 3: Building your new operational structure.

Marketing PRCustomerService

BusinessDevelopmentHR

CommunityManagerBlogger

Guy

The current state of Social Media Integration:

Buzzwords over Objectives:

“Engagement?” “Conversations?”

Marketing PRCustomerService

BusinessDevelopmentHR

CommunityManagerBlogger

Guy

Social media in a Social Business ecosystem:

Objectives over buzzwords

Online Reputation Management

Real-Time Customer Support

Digital Crisis Management

Market ResearchFRY

Digital Brand Management Online Reputation Management

Adolescent social business model

VP Social Communications Developed the Social Communications InfrastructureOversees SM activityCoordinates SM activityProvides leadership + Support

Customer Support

PR + Reputation Mgmt

Marketing

Measurement

Community Management

MonitoringSupportTriage

Data AnalysisReporting

MonitoringResponding to crisesContent, events, promos

MonitoringResponding to inquiriesContentTriage

ResearchContent DevelopmentPromotions

InternalCollaboration

Mature social business model

All executivesConnected to customersComfortable with social communicationsProvides leadership + Support

Customer SupportPR + Reputation Mgmt

Marketing

Measurement

Community Management

MonitoringSupportTriage

Data AnalysisReporting

MonitoringResponding to crisesContent, events, promos

MonitoringResponding to inquiriesContentTriage

ResearchContent DevelopmentPromotions

InternalCollaboration

Step 4: Understanding how to leverage channel dynamics.

Give your community the means to spread the love.

Include content into your strategy but don’t make it the strategy.

Everyone is connected and customer-facing.

Ask away.Olivier Blanchard

864.630.7398www.thebrandbuildermarketing.com

@thebrandbuilder (on Twitter)

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