This is a high level synopsis of the book, Smart Business, Social Business: A Playbook for Social Media in Your Organization by Michael Brito (@britopian)

1. SMART BUSINESS, SOCIAL BUSINESS Michael Brito Senior Vice President, Social Business Planning Edelman Digital Mobile: (415) 871 – 5165 Email: Michael.Brito@Edelman.com Twitter: @Britopian HTTP://THESOCIALBUSINESSBOOK.COM 100% of all book royalties are being donated to Not For Sale

3. They are Influential

4. Amplified voice across the social web

5. Google indexing critical conversations about companies

6. Social Customers are trusted amongst their peers as influence grows

7. Companies and brands join Twitter, Facebook and create corporate blogs

8. Engage with the social customer in various channels

9. Social Media teams are forming slowly

10. Small budgets are allocated on a project basis to social media engagement and community building

11. Organizations begin humanizing business operations

12. Organizational models are formed to include social media

13. Organizational silos are torn down between internal teams

14. Governance models and social media policies are created

15. Social becomes an essential attribute of organizational cultureThe social customer is gaining influence everyday and their voice is amplified via the social web .. says @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale

17. 2011 GLOBAL SNAPHOT OF THE SOCIAL CUSTOMER EUROPE (EMEA) 31% comment on blogs 27% comment in forums 20% uploaded a video online 39% uploaded a photo online 63% watch a video online 13% actively blog LATIN AMERICA 49% comment on blogs 35% comment in forums 41% uploaded a video online 56% uploaded a photo online 74% watch a video online 27% actively blog ASIA PACIFIC 42% comment on blogs 43% comment in forums 29% uploaded a video online 50% uploaded a photo online 65% watch a video online 37% actively blog Marketers should consider more than just Facebook and Twitter; there are other networks too says @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale

19. Advocates talk about the brand, even when the brand isn’t listening

20. Advocates are trusted among their peers and within their micro communities

21. Advocates are aiding and influencing others down the purchase funnel

22. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impactAdvocates aid & influencers their communities through the purchase funnel and don’t need incentives to engage says @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale

23. DEFINING A SOCIAL BRAND “ When a product, brand, organization uses Twitter, Facebook, blogs, Google+ or any other social technology to connect with the social customer and/or its constituencies. A social brand is any organization that uses social technologies to engage with the social customer says @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale

25. Employees are running wild on the intrawebs with little to no guidance, direction or governance

26. Different geographies and business units are creating social communities externally and not sharing or communicating internally The social brand has caused chaos for many companies today; now they are focusing on changing internally @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale

28. Change management and culture change is essential in order for genuine social business transformation to occur

29. Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other firstA social business is built upon 3 pillars – people, process and technology says @britopian #socialbiz …tweetable moment 100% of all book royalties are being donated to Not For Sale

30. UNDERSTANDING THE DIFFERENCE A social brand focuses on external communications w/the social customer. Social business focuses on the internal says @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale

32. Little to no collaboration between corp com and other marketing organizations and business units

33. Organizational Silos dominate

34. No social media policies that empower employees to engage externally @britopian says that centralized social organizations are surrounded by silos that prevent knowledge sharing and communication …tweetable moment 100% of all book royalties are being donated to Not For Sale

36. Many decentralized organizations are a natural result of silos

37. Little tono collaboration or best practice sharing is happening

38. Loose social media policies exist but rarely enforced

39. Confusion about roles and responsibilities and conflict about “who owns” social media Social media was bred out of decentralized social organizations i.e. Product groups engaging with the social customer @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale

41. Responsible for sharing best practices and technology recommendations with regions and other business units

42. Geographies and business units will execute external social media programsA fully collaborative social business is usually driven by a social media “center of excellence” says @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale

43. FROM CHAOS TO GOVERNANCE Governance is the key to success for social business transformation; it builds intelligence and process @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale

44. FROM CHAOS TO GOVERNANCE Creating a learning organization will help companies become more open and intelligent – necessary for social business says @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale

46. Listening & Monitoring Tools and Apps

47. Intended Uses of Social Media

48. Engagement Model &Escalation Process

49. Metrics Overview

50. Basics of Social Media (i.e. overview of blogging

51. Overview of owned media channels to include enterprise communities, blogs, Facebook and Twitter accounts

52. Policies & Guidelines

53. Simple Escalation process

54. Advanced tactics of Community Engagement and Management

55. Leveraging search to create social content for blogs

56. Metrics deep dive – understanding metrics and making data driven decisions

57. Advanced training on social tools and technologies like Radian6, Meltwater Buzz, Sprinklr, Shoutlet, CoTweet, and other publishing/listening platforms

59. Links to owned media social media channels

60. List of industry influencers

61. Social Post Suggestions

62. Desktop Conversational Guide

63. Links to owned media social media channels.

65. Listening to owned media channels

66. Escalate conversations to others

67. Frequent tweeting and retweeting; responding to comments on/off of enterprise owned media channels

68. Responding to customer support issues and escalating to appropriate channels

70. Solving customer support issues on and off enterprise owned media channels

71. Mentoring and training white and blue belts; team brown bags

72. Speaking at conferences

73. Participate in and attend bi-weekly social media integrations forumsExternal Metrics: share of voice :: community growth :: aggregated reach and impressions :: number of customer problems solved From participation to complete ownership 100% of all book royalties are being donated to Not For Sale

75. 15 INDICATORS OF SOCIAL BUSINESS TRANSFORMATION Organizational leadership mandating that internal teams collaborate across functional business units, geographies, product teams and channel partners CEO and/or executive teams using social technologies to communicate externally and encouraging employees to do the same Social Media “Center of Excellence” teams and Social Organization Models forming Global/functional teams sharing best practices frequently; organizational silos die Social behaviors become engrained in the everyday fabric of employees’ workflow Social business becomes a consistent line item in marketing, operations and IT budgets Human Resources adds “social media” in job descriptions and employees are held accountable to participate One indicator of social business transformation is a consistent budget line item for social media says @britopian People …tweetable moment 100% of all book royalties are being donated to Not For Sale

76. 15 INDICATORS OF SOCIAL BUSINESS TRANSFORMATION Governance models created, published and shared across the organization i.e. process for new employees to be trained to be social media practitioners, escalation processes, etc. Social Media Policies and guidelines co-created by senior management and employees Consistent social media measurement framework agreed upon and used to measure both internal and external social initiatives Workflows created that collect external customer feedback and filtered back to the product organizations One indicator of social business transformation are co-created social media policies and guidelines says @britopian Process …tweetable moment 100% of all book royalties are being donated to Not For Sale

77. 15 INDICATORS OF SOCIAL BUSINESS TRANSFORMATION Internal communities and collaboration systems deployed and being used across functional business units – sales, marketing, customer support, supply chain management Collaboration happens within internal communities more so than in email or conference calls Social CRM capabilities, applications and systems become a priority in management and deployment IT loosens up firewall restrictions (bandwidth, IP blocking) of social media usage from behind the firewall One indicator of social business transformation is when collaboration becomes a priority @britopian Technology …tweetable moment 100% of all book royalties are being donated to Not For Sale

78. THE SOCIAL BUSINESS CHANGE AGENT The social business change agent can be anyone in the organization that is inspiring and drive change @britopian …tweetable moment 100% of all book royalties are being donated to Not For Sale

79. 100% of all royalties are being donated to Not For Sale Campaign! HTTP://WWW.NOTFORSALECAMPAIGN.ORG/