The Trials and Tribulations of the Social Business

The Trials and Tribulations of the Social Business

@brandjoe

Social Media Framework

Listening

Relationships

Innovation &

Optimisation

Paid MediaThe Social Business

Content

Content

Metrics

Metrics

What is a social business?

Website

Home

Frontier

Outpost Facebook

Blog

Slideshare

Twitter

Frontline

Why social business

Why social business

Productivity

Visible experts

Innovation (identify expertise)

Removing the Silo’s

Why it fails

Managers go into social business with unclear objectives.

Initiatives start as pilots then fizzle out due to modest participation.

Companies expect social initiatives, even pilots, to deliver a financial return on investment.

When it succeeds

21% Jump in profits in the fourth quarter

Creating a Social Business

Culture

Organisational Structure

Training | Technology

Culture

Culture Changes

It must be embraced from the top, but it may start at the bottom

The crucial piece is you’ve got to be willing to embrace the flat

organization paradigm. If you are willing to embrace that, it’s a really

powerful tool

Emotive Issues

Fear of loss of control

Overwhelming Options

Not the right fit

What employees think

We’re all busy

No time to do more

Status phobia

What if someone disagrees

I hate my job

Motivating employees

Social Influencers & Champions

Social Newbie

Social Adopters

Building Community

Pre Community

or Chaos Phase

Emergence Phase

Vision Phase

Actualisation Phase

Internal or External Change

Limited sharing of resources

Little recognition or value

Gathering of people but ineffective co-operation

Planning for the day to day

Creating a vision and purpose

Following through with vision

Identifies community values

Reviews and Reflection

Integration

Innovation

Learning

Values

Carrot & Stick

Social mediaForget this bit

Policy v Guidelines

Structure

Most companies organise hub and spoke

Source: Altimeter

ebay

Adobe

Technology

Finding what’s right for you

Identifying capabilities

Technologies

We SlackSharing and conversation

We SlackBut social and fun too

CoE & Training

Building your CoE

Find your content stars and

those already engaged personally

Ask them to come and

help (part of your audit)

Create a workshop and invite them

alongIncentives

Create a unified Comms

point

Offline regular

gettogethers

Let the whole

business know

Invite the wider

audience

More contentMore Social activity

Create mentors

Suggested Training Programs

Bite size content

More in-depth pieces focusing on Job function

Format/Delivery

To Kick StartBusinesses like us in social

[The business] in social

chatter

What you can learn

How social has helped a

previous product launch

Finding and solving problems

Networking

Reach

Personal branding

Sentiment

Social followers are more

likely to…

It’s working for IBM

Incentivising staff

Gaming and rewardDisplay staffs social influence

Staff are incentivised to improve influence

Prizes for most improved

Point scoring for taking part in training

#turningheadswww.moi-global.com

@MOIglobal

@brandjoe

Joe Edwards

Digital & Social Director

MOI Global