6 guidelines for_becoming_a_social_business_dec2013
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6 Guidelines For Becoming A Social Business. Presented in December 2013.TRANSCRIPT
6 Guidelines For Becoming A Social Business
I am @DamienCummings
Email: [email protected]
Twitter: @DamienCummings
Blog: http://www.digitalfuture.asia
LinkedIn: http://sg.linkedin.com/in/damiencummings
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
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.)
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.
#1 Things go wrong when you’re not prepared.
• 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
• 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
#2 It all starts with listening.
• 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
#3 People want to connect with their friends and family, not brands.
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
#4 When they do connect with brands, they are your advocates.
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
#5 Influencers are the most important part of social business.
• 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%)
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.
#6 When you talk be authentic, honest and entertaining.
Authentic Social Engagement
Authentic Social Engagement
Thank you!
Damien Cummings
Email: [email protected]
Twitter: @DamienCummings
Blog: http://www.digitalfuture.asia
LinkedIn: http://sg.linkedin.com/in/damiencummings