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6 Guidelines For Becoming A Social Business

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6 Guidelines For Becoming A Social Business. Presented in December 2013.

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Page 1: 6 guidelines for_becoming_a_social_business_dec2013

6 Guidelines For Becoming A Social Business

Page 2: 6 guidelines for_becoming_a_social_business_dec2013

I am @DamienCummings

Email: [email protected]

Twitter: @DamienCummings

Blog: http://www.digitalfuture.asia

LinkedIn: http://sg.linkedin.com/in/damiencummings

Page 3: 6 guidelines for_becoming_a_social_business_dec2013

What is a Social Business?“Imagine a culture of real-time collaboration; If our

employees listen & engage with customers every day; If we go beyond the phone or store to provide real-

time customer service online; If our passionate advocates market our products for us.

This is Social Business.”

Samsung EmployeesTraining &

Certification

Influencers: Employees,Customers & Media

SocialListening

SocialCommerce

Social Marketing& Content

SocialCustomer

Service

Page 4: 6 guidelines for_becoming_a_social_business_dec2013

What is Social Commerce?Group buying, reviews & social enabled e-commerce.

Ratings & ReviewsE-Commerce thatincorporates socialfeatures.(e.g. Facebook Likes.)

Group Buying(e.g. Groupon, Livingsocial & Dell Swarm.)

Social Sharing ofDeals & Discounts (e.g. Facebook offers,Foursquare deals.)

Page 5: 6 guidelines for_becoming_a_social_business_dec2013

6 Guidelines For Social Business

#1 Things go wrong when you’re not prepared.

#2 It all starts with listening.

#3 People want to connect with their friends and family, not

brands.

#4 When they do connect with brands, they are your

advocates.

#5 Influencers are the most important part of social business.

#6 When you talk be authentic, honest and entertaining.

Page 6: 6 guidelines for_becoming_a_social_business_dec2013

#1 Things go wrong when you’re not prepared.

Page 7: 6 guidelines for_becoming_a_social_business_dec2013

• Telstra employee set up Twitter account impersonating Federal Communications Minister Stephen Conroy.

• Attracted 1500 followers and ridiculed the Minister.

• Sacked then reinstated because Telstra DID NOT HAVE A SOCIAL MEDIA POLICY

“It’s something major companies need to work out because social media use is intensifying.”

– Telstra MD Stephen Quilty

Australia’s Telstra: Employee Pain

Page 8: 6 guidelines for_becoming_a_social_business_dec2013

• KFC employees take to wash tubs to post saucy pics … Tweet them to friends.

• Friends re-Tweet them and in days images become number one trend on Twitter.

• Employees recognised and fired.

• KFC outlet forced to replace tubs.

• Multi-million dollar re-branding campaign as ‘now more healthy’ seriously damaged.

KFC PR Nightmare

Page 9: 6 guidelines for_becoming_a_social_business_dec2013

#2 It all starts with listening.

Page 10: 6 guidelines for_becoming_a_social_business_dec2013

• Set-up in Austin, Texas

• Monitors 25,000 daily conversations.

• Uses Radian6, CIC (China) & other tools (BazaarVoice, Telligent, etc.)

• 9 “Ground Control” staff

• 45 “@DellCares” team

• Triage for customer service, sales & marketing issues.

Case Study:Dell’s Social Media Command Center

Page 11: 6 guidelines for_becoming_a_social_business_dec2013

#3 People want to connect with their friends and family, not brands.

Page 12: 6 guidelines for_becoming_a_social_business_dec2013

57% of people don’t want to talkto you.

Research indicates

57%of customers do NOT want to engage with brands via

social networks.

A typical user will only connect with up to

6 brands- a small percentage of those available.

Source: PlanetRetail: How and why are successful retailers tapping into social networking channels? 2012

Page 13: 6 guidelines for_becoming_a_social_business_dec2013

#4 When they do connect with brands, they are your advocates.

Page 14: 6 guidelines for_becoming_a_social_business_dec2013

Your Brand Advocates

56%of customers are more likely to recommend a

brand after becoming a fan.

71%of shoppers regularly rely on reviews from

family and friends.

68%are more likely to buy a product or visit a

website based on a referral from a friend.

Source: PlanetRetail: How and why are successful retailers tapping into social networking channels? 2012

Page 15: 6 guidelines for_becoming_a_social_business_dec2013

#5 Influencers are the most important part of social business.

Page 16: 6 guidelines for_becoming_a_social_business_dec2013

• External influencers are much easier to identify: Top 100 (CEOs, CIOs, IT Directors, Media, Customers, etc.).

• Think outside the box – you’re going to get Tech Reviewers and Media anyway. Go niche!

• Use 3-tier/levelEngagement model.

Not All Influencers Are Equal

Super

Influence

rs(10%

)Advocates(25%)

Customers / “Amplifiers”(65%)

Page 17: 6 guidelines for_becoming_a_social_business_dec2013

7 Steps: Employee Brand Ambassadors

1. It all starts with a social media customer engagement policy.

2. Define who you want to approach as the first generation of brand ambassadors. Is it the marketing team? Customer service team? Sales force?

3. Add KPIs into performance plans.

4. Training.

5. Identify tiers of engagement.

6. Ensure you have strong links back to the rest of the organisation.

7. Roll it out to all employees.

Page 18: 6 guidelines for_becoming_a_social_business_dec2013

#6 When you talk be authentic, honest and entertaining.

Page 19: 6 guidelines for_becoming_a_social_business_dec2013

Authentic Social Engagement

Page 20: 6 guidelines for_becoming_a_social_business_dec2013

Authentic Social Engagement

Page 21: 6 guidelines for_becoming_a_social_business_dec2013

Thank you!

Damien Cummings

Email: [email protected]

Twitter: @DamienCummings

Blog: http://www.digitalfuture.asia

LinkedIn: http://sg.linkedin.com/in/damiencummings