Beyond Buzzword: Social Business Delivers
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Michael Brito presented on social business and how it can deliver value. He discussed how social media is no longer a buzzword and how brands need to think like media companies. He outlined some of the internal challenges that social media "marketing" has caused for businesses. Brito proposed a social business planning model to bridge external and internal efforts. This model illustrates how collaboration, community engagement, operational excellence, and sales/revenue drive stakeholder value creation. He differentiated social brands which focus on external programs from social business which transforms the entire organization internally and externally.
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Beyond Buzzword: Social Business Delivers
- 1. Beyond A Buzzword: Social Business Delivers Michael Brito SVP, Social Business @Britopian SOCIAL BUSINESS CONVERSATION S.I. NEWHOUSE SCHOOL OF PUBLIC COMMUNICATIONS PRESENTED BY MICHAEL BRITO, EDELMAN DIGITAL @Britopian #NewhouseSM4
- 2. W E LIVE IN A MULTI-SCREEN ECONOMY
- 4. B RANDS NEED TO START THINKING LIKE MEDIA COMPANIES
- 5. E VERYONE HAS A VOICE, INFLUENTIAL
- 6. CORE BUSINESS OBJECTIVES REMAIN THE SAME
- 7. SOCIAL THE BRIGHT & SHINY OBJECT CALLED …. MEDIA @Britopian #NewhouseSM4
- 8. Social Media “Marketing” Has Caused Internal Business Challenges EMPLOYEES EXPANDING Inappropriate use of social media Social media programs globally INTERNAL NON-EXISTENT Confusion of roles & responsibilities Governance models & Policies INCONSISTENT DISJOINTED Social media measurement practices Content & Community Practices OUTDATED TECHNOLOGY Crisis communications models Selection and adoption within the org @Britopian #NewhouseSM4
- 9. Ushering In The Era of Social Business Planning “ Social business planning is the blueprint for the transformation of an organization—BRIDGING THE EXTERNAL WITH INTERNAL, resulting in a ” more connected way of doing business and shared value for all stakeholders. @Britopian #NewhouseSM4
- 10. The Stakeholder Ecosystem Value Creation Model COLLABORATION COMMUNITY ENGAGEMENT 3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT SOCIAL ENABLEMENT CUSTOMER SATISFACTION OPERATIONAL EXCELLENCE SOCIAL BRAND INTERNAL THE SOCIAL BUSINESS EXTERNAL (employees) (customers, partners, media) PROCESS SALES/REVENUE 4 IMPROVEMENT 1 CUSTOMER ADVOCACY PRODUCT INNOVATION PRODUCT FEEDBACK EMPLOYEE ADVOCACY @Britopian #NewhouseSM4
- 11. Understanding The Social Brand Versus Social Business Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND SOCIAL SOCIAL BUSINESS (External) ENTERPRISE(Intern al) Training Process Collaboration Organization Models Research & Development Policies & Guidelines Knowledge Sharing Culture Infrastructure @Britopian #NewhouseSM4
- 12. Thank you! Questions? Email: Michael.Brito@edelman.com @Britopian #NewhouseSM4
Editor's Notes
- http://www.digitaltrends.com/social-media/study-confirms-social-medias-revolutionary-role-in-arab-spring/ Researchers at the University of Washington sifted through more than 3 million tweets, countless hours of YouTube videos and gigabytes of blogs to find out whether the Internet, and social media services like Twitter and Facebook really played the revolutionary role many claimed they did. According to the study, online chatter about revolution often began just before actual revolutions took place. And social media also served as an outlet for citizens of the region to tell their stories of revolution, which played an inspirational role for neighboring countries, the study found.In Egypt, where the Arab Spring blossomed, Howard and his team found that the number of tweets that mentioned revolution in that country exploded from 2,300 per day to more than 230,000 per day. The number of videos, Facebook updates and blog posts about government opposition also rose dramatically.
- http://www.digitaltrends.com/social-media/study-confirms-social-medias-revolutionary-role-in-arab-spring/ Researchers at the University of Washington sifted through more than 3 million tweets, countless hours of YouTube videos and gigabytes of blogs to find out whether the Internet, and social media services like Twitter and Facebook really played the revolutionary role many claimed they did. According to the study, online chatter about revolution often began just before actual revolutions took place. And social media also served as an outlet for citizens of the region to tell their stories of revolution, which played an inspirational role for neighboring countries, the study found.In Egypt, where the Arab Spring blossomed, Howard and his team found that the number of tweets that mentioned revolution in that country exploded from 2,300 per day to more than 230,000 per day. The number of videos, Facebook updates and blog posts about government opposition also rose dramatically.
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