Is your company's social media presence just a facade, hiding the same old business-as-usual anti-social working practices inside your organization?
For a video of this presentation, see http://www.broadvision.com/blog/blog/2012/09/27/the-social-facade/
MAHA Global and IPR: Do Actions Speak Louder Than Words?
The Social Facade
1. The Social Façade
Integrating Social Media into
Internal Processes and Culture
Richard Hughes
Director of Social Strategy
rhughes@broadvision.com
@_richardhughes
www.broadvision.com
enterprisinglysocial.com
2. Is your social media
strategy disguising the
type of organization you
really are?
6. What is Social CRM?
“Social CRM is a philosophy and a
business strategy, supported by a
technology platform, business
rules, processes and social
characteristics, designed to engage the
customer in a collaborative conversation
Paul Greenberg
in order to provide mutually beneficial
value in a trusted and transparent
business environment.”
It is the company's programmatic
response to the customer's control of
the conversation.”
7.
8. “It's one thing to read about your
company, but when a customer can
associate it with an actual person, it
creates a deeper, more meaningful
connection to the brand”
Tony Hsieh
9.
10. Poll
Are the social business projects in
your organisation
Separate Integrated
External- Internal- external external
facing facing and and
internal internal
11. Three main types of social network
Public social network
Social extranet
(customer community)
Social intranet
12. Three main types of social network
Public social network
• Great place for
making contact Social extranet
• Not so great for
productive
conversations
Social intranet
13. Three main types of social network
Public social network
Social extranet
• A better place for
deeper engagement
with customers
• Easier for customers
Social intranet to help each other
14. Three main types of social network
Public social network
• Connects
employees to
each other Social extranet
• Enables better
knowledge
sharing
throughout the
organisation
Social intranet
43. Social business benefits
From a 2011 McKinsey Quarterly survey of 4,261 enterprise executives using social
technologies:
• faster access to knowledge (74%)
For internal
• reduced communication costs (58%)
purposes:
• faster access to internal experts (51%)
• increased marketing effectiveness (69%)
For customer
• increased customer satisfaction (47%)
purposes:
• reduced marketing costs (43%)
For partner or • faster access to knowledge (65%)
supplier • reduced communication costs (61%)
purposes: • Faster access to external experts (50%)
“How Social Technologies are Extending the Organization,” McKinsey Quarterly, November 2011.
44. McKinsey Global Institute
• 25% less time spent on
emails
• 35% less time spent
searching for information
• 20-25% improvement in
knowledge worker
productivity
“Social networking could contribute between $900 billion and $1.3 trillion in
annual value in just four industry sectors […] 2X potential value from better
enterprise communication and collaboration compared with other social
technology benefits”
45. “Too often, companies implement social
software without clear business objectives
or a strategy for making an impact on
organizational performance.
These efforts typically fail.”
Deloitte Center for the Edge, March 2011
46. When ESNs are first deployed, they are usually
greeted with a strong level of interest. But the
lack of commonality and connections between
far-flung participants sometimes resulted in less
and less participation.
We also found that the reality of everyday work
pushed ESN use to the side, causing people to
pull away from their ESN activities and return
back to their original work and communication
patterns.
Charlene Li
Making the Business Case for Enterprise Social Networking, Feb 2012
49. 5 tips for successful implementation
Choose specific business processes to implement
Gain senior management approval
Align with external-facing social strategy
Measure success throughout the project
Recognise that cultural change will be the biggest challenge
50. Integrated social business strategy
Public social network
Connect with customers
Resolve simple issues
Social extranet
Deeper, more focused
engagement
Social intranet
Share knowledge
Respond better