A Framework to evolve from a Social Brand to a Social Business, an 8 Phase Methodology.

1. Becoming a Social Business
A Framework to evolve from a Social
Brand to a Social Business

2. Tectonic Forces in Business Today
Mobile Local
Social Cloud
Your
Business
Future

3. What is a Social Business?
Source: Michael Brito

4. Social Strategy
Creating Customer Value
From Social Brand To Social Business
Focus on external communications
• Focus on internal communications
Engages with the social customer
• Engagement with employees
Owned by marketing
Measured by clicks, impressions, reach, • Owned by the entire organisation
likes, comments, RTs, etc. • Measured by organisational
Budgets are usually allocated toward change
agencies, community management, • Budgets revolve around internal
Facebook applications, blog communities, social technologies
development, etc and training

5. 8 Points You Need to Know About Social
Media
1. Social media is not something you do, it is something you are
2. Customer relationships cannot be outsourced
3. A blog is just a blog, not a magical trust and influence converter
4. Marketing through social media channels is not social: it is just marketing
5. Transparency is not just a word
6. Change management is the crux of social media program development
7. People are more important than technology
8. Shut up and listen

6. 8 Point Framework for Social Business
1.Assess
8.Monitor 2.Strategise
Social
7.Engage
Business 3.Create
Framework
6.Share 4.Protect
5.Participate

7. 1. Assess
8.Monitor 2.Strategise
7.Engage 3.Create
1. Assess
6.Share
5.Participate
4.Protect
• Brand: company/organisation,
products/services
• Competitors
• Partners
• Customers
Brand
Customer • Keywords
(You)
• Presence
• Social Architecture
• Engagement
Partner Competitor

8. 1. Assess
1.Strategise
2. Strategise
8.Monitor
7.Engage 3.Create
6.Share 4.Protect
Brand Health
Innovation
Marketing
5.Participate
Management Optimisation
• Link social strategy to business
drivers through:
• Clear Goals and Objectives Employee Revenue
• Prioritised into: Engagement Generation
• Discrete programs
• Initiatives Ecosystem Operational
• Assigned resources Engagement Efficiency
• Budgets Customer Service
• Addressing the assessment findings & Support

9. 1. Assess
1.Strategise
2. Strategise
8.Monitor
7.Engage 3.Create
6.Share 4.Protect
5.Participate
• The Strategy is based upon the Assessment
• The strategy work details the following elements:
 Goal & Mission
 Benefits
 Actions & Programs
 Presence
 Resources & Budgets
 Reporting
• “Presence” includes Social Architecture

10. 1. Assess
1.Strategise
2. Strategise
8.Monitor
7.Engage 3.Create
6.Share 4.Protect
5.Participate
Social Architecture
• How many points of presence and why?
• Who can create, and what, where and how?
• What is the role and balance of personal versus coy?
• How is the presence coordinated
• How is presence governed?
• How is it measured, and how reported?

11. 1. Assess
3. Create
2.Strategis
8.Monitor e
7.Engage 3.Create
6.Share 4.Protect
5.Participat
e
• Compelling presence where your customers are
• Valuable content through owned media
• Amplification through earned media: user generated
content and engagement
• Amplification through shared media: communities where
customers, partners and employees co-create and
collaborate
• Amplification through paid and promoted media
• Calls to action

12. 1. Assess
8.Monitor
2.Strategis
e
4. Protect
7.Engage 3.Create
6.Share
4.Protect
5.Participat
e
• Regulatory compliance considered
• Data collection, retention and archiving determined
• Employee protections in place, including the social media policy and
training
• Company protections in place, including legal
• Social architecture assessed in context of risk and monitoring
• Crisis management plan developed and integrated
• Risk assessment and risk management in place – and practice is
conducted
• Executive and Board reporting in place – critical items in relation to
business strategy and risk

13. 1. Assess
8.Monitor
2.Strategis
e
4. Protect
7.Engage 3.Create
6.Share
4.Protect
Risk Management
5.Participat
e
 Identify – listening, brainstorming, reviewing
 Assign an owner
 Qualitative or quantitative evaluation
 Mitigation – accept, reduce, reject, transfer
 Categorising social media risk:
 Reputation
 Compliance and regulatory
 Legal, IP, Privacy
 Operational – reducing employee productivity

14. 1. Assess
8.Monitor
2.Strategis
e
4. Protect
7.Engage 3.Create
6.Share
4.Protect
Risk Management
5.Participat
e
 Identify and review risks
 Review historical activities
 Workflow triage from listening
 Review 3rd party case studies and reports
 Create and review threat lists
 Incorporate risk management into social initiatives
 Keep up with platform developments and associated legal terms

15. 1. Assess
8.Monitor
2.Strategis
e
5. Participate
7.Engage 3.Create
6.Share 4.Protect
.Participat
e
• Know Your F’s (fans, friends,
followers)
• Influencers
• Customers
• Journalists
• Blogs
• Forums
• Communities
• Reward Participation

16. 1. Assess
8.Monitor
2.Strategis
e
6. Share
7.Engage 3.Create
4.Protect
6. Share
5.Participat
•
e
Promote content
• Use video if it makes sense
• Recognition and reward
• Curate
• Aggregate
• Gamification
• Mobile
• SEO / SEM

17. 1. Assess
7. Engage
2.Strategis
8.Monitor e
7. Engage 3.Create
6.Share 4.Protect
5.Participat
e
• Responsive
• Transparent
• Authentic
• Human
• Polls and contests
• Promote others
• Benefits
• Recommendations

18. 1. Assess
8. Monitor
8.Monitor
2.Strategis
e
6.Share 3.Create
6.Share 4.Protect
5.Participat
e
• Monitoring tools and services
decided
• Keyword and location searches
• Competitor tracking
• Brand tracking
• Key measures agreed
• Integration in place
• Workflow and escalation processes
defined
• Mobile considered

19. What You Need to Know
• No one wants a social relationship with your brand
• Becoming a social business requires investment
• Becoming a social business is a cross-functional business initiative
• Advocacy is the number ONE objective
• Creating a better customer experience is at the heart of becoming a social
business
• You need to ‘shift gears’ in product management, HR, sales, marketing and
support.

20. Where Do You Start?
 Depends on your social ‘maturity’
 Starting out: assess
 Foundation in place: protect
 Some programs running: strategise
 Active: monitor

21. Contact
www.kinshipdigital.com
Call: 1300 KINSHIP
www.twitter/kinshipdigital
contact@igo2group.com
www.slideshare.net/kinshipdigital