The social web requires companies to rethink how they approach content across the customer journey. We have evolved beyond the community manager and social strategist... A Social Bizologist leads the integration of social across business functions.

1. Connie Bensen
@cbensen
ReThink Conference Oslo, Norway
March 19, 2014

2. The internet has disrupted
business as we knew it.
Brands have the opportunity
to create experiences and
build relationships directly.

3. Defined Community Manager Role across business functions (2006)
Pioneered big data by recognizing that insights from social data
apply across business functions (2008)
Joined Dell, the world’s largest social business, working globally
across all business functions (2011)
rethink
Social Bizologist
2014

4. • Business functions, regions and business units operate in silos
• Vertical management structure
• Brand-centric
• Customers are expected to connect via channels provided
• Advertising and marketing are separate efforts
• The Brand is in control.

5. Visibility
Focus
How
What
Documentation vs Ambiguity
Skillsets
Technical
Cultural
Political

6. Reliance on opinion and recommendations of peers and friends
• Research before purchasing
• Ability to share experiences on social channels
• The customer journey is complex
• Alignment with and support of brands that are humanized
• Expectation to communicate in the channel of their choice
• Assumption that feedback will be integrated into
products/services
• Customers are in control.
review

7. [noun]
definition: the person
responsible for guiding
the integration of social into
the business functions of an
organization
react

9. Emerging
Media
Traditional
Media
Owned
PaidEarned
TheProduct
Social

10. Customer-centric
Conversion
SEO Optimized
Integrated Marketing
Compelling and shareable
Brand promise
rethink

11. Inbound Marketing
• Ebooks
• Infographics
• Influencer relations
• Customer videos
• Thought leadership
webinars
• Organic keywords
Traditional
• Tv, print and radio
• Pay per click
• Retargeting
• Banner ads
• Direct mail
• Cold calling
Off line
• Brick and mortar
Digital (Emerging)
• Social channels
• Paid social
• Digital magazine
• Corporate blog
• Website
• Community
• Ecommerce site
• Landing pages
• White papers
rethink
$$$

13. Traditional Roles
Marketing
Digital marketing*
Product marketing
Media buyer
Journalist
Tech Writer
Analyst Relations
Public relations
New Roles
Community Manager
Social media marketing
Social marketing
Social strategist
‘Product’ evangelist
Content strategist
Bloggers
Influencer relations
Emerging media
Social Bizologist

14. Traditional Roles
Consultants
Agencies
Partners
Retargeting
Traditional media - tv ads
New Roles
Social Platforms
Facebook
Twitter
LinkedIn
Ability to
- target audiences
- custom audiences
YouTube (Google)

15. Journalist Marketer

17. David Armano
Source: Sprinklr’s Social@Scale ebook

19. PR
Influencers
Brand & Marcom
Communications
Marketing
Product Marketing
Sales
Customer Support
Advocacy
Loyalty
Pre-Awareness
Awareness
Consideration
Trial
Conversion
Sharing

20. North America
Emerging
Asia Pacific
Europe
CustomerCare
TalentAcqusition
IT
MarketingLegal
Sales
Communications
Action: Create an org chart listing early adopters.
Meet with them individually and talk about how social can help
meet their business objectives.
Marketing

21. ? ? ?
Action: Gather stakeholders in a weekly, cross-functional core team.
Brainstorm, share strategies, celebrate wins and build on them.

22. Big data
What you don’t know
Industry info:
- search trends
- Influencers
- Trending topics
Trends in social:
- communities
- actions
Customer data
What you do know
Gather data from:
- Demand gen vehicles
- Marketing campaigns
- Inbound marketing
- Search data
- Social footprint
Action: Create a social insights team to support business needs.
Personalization requires a database that melds customer information
with social profile data and actions.

24. Digital asset manager
Extranet
Sales Enablement Platform
(Sharepoint)
Blog or Digital magazine
Corporate CMS(s)
Marketing automation
Community Platform
Social Channels
Action: Audit your digital presence and content workflows.
Meet with all content creators and learn their business op’s.
Content Tool

25. Owned
PaidEarned
Social
Value Proposition
Differentiators
Community
adoption
Consider and/or
Purchase
Share info
Brand uplifted
Bonus!
Coin a phrase

26. Current trends
Identify through:
• Social insights
• Search
Leaders
Competitors
Influencers:
• Advocates
• Neutrals
• Detractors
Content “Sweet Spot”
Focus content on topics
that satisfy BOTH
market trends AND
internal priorities
Influence
Requires:
• Strategic presence
• Engagement
• Community
Brand Market
Point-of-view
Value proposition
Differentiators
Internal priorities
Focus on which
• Products
• Solutions
• Services

27. • 1. Social Governance
 Policies and training (On demand virtual training)
Bonus: Social Center of Excellence
• 2. Content Governance
 Standardized organic keywords
 Style guides & processes for infographics, ebooks, blogs, etc
 Integrated planning based on data
• 3. Social Roadmap
 Global content calendar
 Cross-functional visibility
 Asset inventory
 Repurpose
 Localization
Tool simplification
 Platform integration

28. Action: Gently help people move out of their comfort zones.
Innovation can’t happen unless people move out of their comfort zones
1. Stakeholder refuses to collaborate
• Pitfall: Failure sometimes happens
2. Lack of horizontal alignment
• Pitfall: Teams remain in silos
3. Lack of vertical alignment
• Pitfall: Parallel efforts at grassroots and executive level

29. There is an opportunity to …

31. Optimize
by Lee Odden, TopRank Marketing
Revenue Engine
by Steven Woods, CTO Eloqua
The End of Business as Usual
by Brian Solis
Your Brand, the Next Media Company
by Michael Brito
Logic+Emotion, David Armano’s blog
It’s Not About The Tights
by Chris Brogan

32. Image Courtesy of Alexander Wregge