The Seven Success Factors of Social Business Strategy Mind map by Alexis van Dam of webinar Aug 15, 2013 Intro Coherent strategy 7 success factors of social business strategy #1 define overall business goals #2 establish the long term vision wrapup #7 invest in technology that support objecLves #6 secure staffing, resources and funding #5 establish governance & guidelines #4 define the strategy roadmap & idenLfy iniLaLves #3 get execuLve support mindmap Charlene Li, Al-meter Brian Solis, Al-meter cra$ a coherent strategy that transcends individual social media channels and results in a robust strategy roadmap, complete with metrics. is about Context: 6 stages of Social Business Transforma-on: Social Business Strategy Social media as true path in business In most organiza-ons, social media is: Success in social business align people on objec-ves Decide what to do and not to do Planning: Listen & learn Presence: Stake our claim Engagement: Dialogue deepens rela-onships Formalized: Organize for scale Strategic: Become a social business Converged: Business is social The deep integra-on and social methodologies into the organiza-on to drive business impact. its about its not to Social business is about: Driving business goals Launch a presence on Facebook Alignment Commitment Most organiza-ons do not connect social media to business objec-ves Different Business Units may use social media it impacts the whole organiza-on Only 34% of organiza-ons really connect social media to business goals Only 25% of organiza-ons use social media and have it aligned to organiza-on vision & strategy Marke-ng IT Legal Communica-ons Sales Opera-ons Service Etc Engagement & channel driven Should be business goal driven A framework to help you audit your exis-ng strategy #1 define overall business goals #2 establish the long term vision #3 get execu-ve support #4 define the strategy roadmap & iden-fy ini-a-ves #5 establish governance & guidelines #6 secure staffing, resources and funding #7 invest in technology that support objec-ves it starts with: Quote: "Always go back to the objec-ves you're a]er. If you lose sight of that, you'll be was-ng -me and resources quickly" David Fenech Ask yourself: Exercise: connect social goals to organiza-on goals What is your overall business goal? what is your brand promise? what is your social media strategy? What needs do employees have? What does the customer want? ... Why are we here? What are your goals? It is an evolu-onary path! It is about alignment! What do you do? How do they align in what we achieve in social business? Top 5 strategic goals Iden-fy how you would measure progress or acainment of these business goals now Brainstorm a few social business ini-a-ves that could poten-ally support that business goal Iden-fy metrics that connect social business metrics to the business goal metrics Align on what those goals are vision is cri-cal social media is an opportunity What is that vision for social media? Example Correla-on between mission, brand promise what are customer and employee experiences? What is the organiza-on's vision? Humanize your organiza-on Open environment Democra-ze informa-on Transparency it is a way of business philosophy how do you use those pladorms & channels? improve social media and social business changes alot; take a broader perspec-ve it is about purpose! Reten-on Advocacy loyalty ... Social Media Vision Statement Think about rela-onships Cra] a story towards the statement "To humanize the company by connec-ng cons-tuents with Ford employees and with each other when possible, providing value in the process" It's a simple statement What is the purpose? In 3/5 years from now? Make the rela-ons tangible What does this look like? people remember stories and not words! focus on rela-ons in future (look beyond today's constraints) define experience people need to have, feel, share Make it a story that tells about the rela-onship Make a statement that stands test of -me and technology Don't wordsmith too much, gut feeling is o]en good Keep it short and memorable You're not alone apply the 7 steps drive customers, employees and rela-onships forward in a meaningful way use resources well Internet is a big problem Invest in technologies Internet is old Enterprise social networks The new thing Over -me fail to adopt it No vision, driver, strategy Success only: when there is purpose Work together with IT align investments with roadmap Not only do it when you read something new on Mashable.com Once you have Then Most social strategist Training goals Strategy Vision Playbook Policies Roles enhance New roles exist Form a community based on key stakeholders Make decision for Create dis-nc-ve roles Who is responsible for what? IT Legal marke-ng sales opera-ons Etc Needs Challenges What do you need? How to fill in the gaps? How to extend staff in training approach Iden-fy priori-es in social media educa-on become advocate of the brand Ambassadors What you should do Judgement is needed in between What you shouldn't do prac--oners execu-ves all employees (risk mi-ga-on) all employees (advocacy) playbook Policies steps governance Determine who is responsible for social strategy? Who leads development of an infrastructure? Who is going to help? Create a hub or a Centre of Excellence Priori-ze ini-a-ves tackle guidelines & processes Assign roles and responsibili-es How to use tools? How to achieve objec-ves? rewrite roles & guidelines people need specifics/ direc-on Need to teach alignment of social and business strategies Social Strategist becomes Chief (Social) Strategist organiza-on models Decentralized Centralized Hub spoke Mul-ple hub spoke Holis-c come to an agreement on the governance model before moving on to strategy 5 levels of governance Align on vision, strategy and roadmap Policies Processes Playbook Technology Training Outcomes are not What are you trying to do Make the -meline then Likes Retweets Share Those are mini KPI's but are: Lean organiza-on reverse engineer once you have you need a look ahead at least 3 years do! vision you're in alignment on business goals you need a plan that brings it to life Strategic Social Business roadmap Important looks 3 years ahead aligns business goals with social media (across organiza-on) Document where you go Accomplish business goals technologies change Tools become enabler of alignment in orgiza-on Champion your cause/ case support strategy Put them on a -meline/ roadmap plot each ini-a-ves Link back to business goals feel the vision What do you need to accomplish vision? Alignment of all resources Bring the -meline to the execu-ves Start to execute O]en social media is about tools Advice social media should become bigger than a tool of marke-ng social media should empower rest of business Back to the execu-ve suite Social becomes an enabler of business goals For example what is our Pinterest strategy? o]en based on tools Execu-ves report to shareholders, stakeholder etc execu-ves: disconnect between language social media strategists and execuLves They decide on metrics and numbers What are the business priori-es? Opportuni-es Hurdles Stakeholders Needs It is what you do with Demonstrate Help the execs understand what the opportuni-es are with social Execu-ve sponsor is crucial to let social become a success Channel Tools emphasize rela-onships and outcomes, not social media channels use reverse mentoring to increase their prac-cal knowledge of social media press for credibility connect the dots (for them) leverage social media as an enabler create a sense of urgency Talk about what they understand (their top5 goals) execu-ve has more or less 5 priori-es (same amount of fingers!) from introductory webinar of ebook created by Alexis van Dam read it: August 15th 2013 LiveMindMapper Online Communica-ons Consultant/ Trainer hcp://www.alexida.nl star-ng at 1 o' clock from center to outside per branch top to bocom