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How to Plan and Design your Social Business Culture?

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Social Business.


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Social Business. Is not about social media.


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Social Business. Is not about social media. Not even about marketing.


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social business is about producing outcomes that matter to the business… … through people.


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Ad overload This is our world today.


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Ad overload This is our world today.


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Ad overload This is our world today.


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Buyers wait until they have completed 60-80% of their research before reaching out to vendors SiriusDecisions


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The buyer, today Aware of the problem Search for solutions Consider solutions Build preference Buy the product This is how they wait…


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The seller Inspire & attract Educate & inform Direct to solutions Build trust Persuade The buyer, today Aware of the problem Search for solutions Consider solutions Build preference Buy the product This is how they wait…


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The seller Inspire & attract Educate & inform Direct to solutions Build trust Persuade The buyer, today Aware of the problem Search for solutions Consider solutions Build preference Buy the product research This is how they wait…


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The seller Inspire & attract Educate & inform Direct to solutions Build trust Persuade first contact The buyer, today Aware of the problem Search for solutions Consider solutions Build preference Buy the product research This is how they wait…


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The end goal isn’t a purchase action anymore. The new end-goal is trust.


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In a social business, building trust is done by employees.


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EMPLOYEES BUILD TRUST… …by answering questions to technical, personal or business issues


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So.


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So. Trust is built through content.


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So. Trust is built through content. And through social interactions.


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So. Trust is built through content. And through social interactions. Employees breathe life into that content.


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So. Trust is built through content. And through social interactions. Employees breathe life into that content. Without employees, everything falls…


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So. Trust is built through content. And through social interactions. Employees breathe life into that content. Without employees, everything falls… flat.


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FLAT.


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SO,


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SO, start creating a culture


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SO, start creating a culture of education and sharing,


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SO, start creating a culture of education and sharing, internally and externally.


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Train employees on new roles and responsibilities Evangelization Content creation & amplification Social media and escalation mechanisms New roles, processes and governance


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Develop new processes to listen and answer to customers


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New processes to “listen” and “answer


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Create your Answering team


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2 types of content Employee community A-team Orchestrated & planned content Peer to Peer content


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300 employees 150 contacts first degree 22.500 second degree 45.000 first degree 6,7M second degree Use the power of Employee content amplification


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Let’s look at


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Best practices from Ibm, ADOBE, Dell Too small font, isn’t it ?


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Let’s see.


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Let’s see. What have they done in common?


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Let’s see. What have they done in common? What is it that made them a social business?


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Let’s see. What have they done in common? What is it that made them a social business? And what can a smaller company learn from it?


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THIS is what you can learn…


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Employee enablement tools Social policy Training programs Gamification – certificates & perks Incentivation – course credit, recognition and other rewards THIS…


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Employee enablement tools Social policy Training programs Gamification – certificates & perks Incentivation – course credit, recognition and other rewards Give clear objectives Enthusiastic employees after training, but often hesitant to go social. Once one particular objective has been reached, the employee moves to a new task THIS…


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Let progress come organically Find the internal and external platforms that fit best AND THIS…


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Let progress come organically Find the internal and external platforms that fit best Take a multi-lateral approach Both “bottom’s up” and a “top-down” approach Employees drive the change Executive leadership validates providing greater resources and rewards AND THIS…


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Let progress come organically Find the internal and external platforms that fit best Take a multi-lateral approach Both “bottom’s up” and a “top-down” approach Employees drive the change Executive leadership validates providing greater resources and rewards Don’t boil the ocean - Build change into process Focus on small, reachable goals, re-evaluate constantly, and work toward larger goals AND THIS…


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Only corporate cultures rooted in trust can do this Enrich your culture - content, sharing and social Connect “peers to peers” – train, facilitate, remove barriers Key team with power – involvement Communicate the vision & show success Key success criteria


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www.happifish.be We are HappiFish. From Belgium. (You know, the land of chocolate and beer?) We help companies to create marketing that people actually want. Because we believe marketing should be relevant to customers.


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www.happifish.be Strategic Content Marketing Employee Activation Digital Marketing Excellence and Marketing Automation Training & Workshops P.S. We slaved all day over this Powerpoint, for You. If you like this presentation, why not returning the favor by visiting our site and check out what we do?


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Get in touch www.b2bmarketingexperiences.com be.linkedin.com/in/tomdebaere slideshare.net/tomdebaere twitter.com/tomdebaere


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