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How to Plan and Design your Social Business Culture?
Social Business.
Social Business. 
Is not about social media.
Social Business. 
Is not about social media. 
Not even about marketing.
SOCIAL BUSINESS IS ABOUT 
PRODUCING OUTCOMES THAT 
MATTER TO THE BUSINESS… 
… through people.
This is our world today. 
Ad overload
This is our world today. 
Ad overload Channel overload 
Source : Qmee
This is our world today. 
Ad overload Channel overload Changing Buying Behavior 
Source : Qmee
BUYERS WAIT UNTIL THEY 
HAVE COMPLETED 60-80% OF 
THEIR RESEARCH BEFORE 
REACHING OUT TO VENDORS 
SiriusDecisions
THIS IS HOW THEY WAIT… 
The buyer, today 
Aware of the problem 
Search for solutions 
Consider solutions 
Build preference 
Buy the product
The seller 
Inspire & attract 
Educate & inform 
Direct to solutions 
Build trust 
Persuade 
THIS IS HOW THEY WAIT… 
The buyer, today 
Aware of the problem 
Search for solutions 
Consider solutions 
Build preference 
Buy the product
The seller 
Inspire & attract 
Educate & inform 
Direct to solutions 
Build trust 
Persuade 
THIS IS HOW THEY WAIT… 
The buyer, today 
Aware of the problem 
Search for solutions 
Consider solutions 
Build preference 
Buy the product 
research
The seller 
Inspire & attract 
Educate & inform 
Direct to solutions 
Build trust 
Persuade 
THIS IS HOW THEY WAIT… 
first contact 
The buyer, today 
Aware of the problem 
Search for solutions 
Consider solutions 
Build preference 
Buy the product 
research
THE END GOAL ISN’T A 
PURCHASE ACTION ANYMORE. 
THE NEW END-GOAL IS TRUST.
IN A SOCIAL BUSINESS, 
BUILDING TRUST IS DONE BY 
EMPLOYEES.
Customers and partners 
>>> TRUST & INTEREST <<< 
Marketing Sales Production 
& Logistics 
Customer 
Service 
Answer questions & business issues 
(with products and content) 
EMPLOYEES 
BUILD 
TRUST 
… 
…by answering questions to 
technical, personal or business issues
• Click to edit text 
• Second level 
So. 
• Third level 
• Fourth level 
• Fifth level
• Click to edit text 
• Second level 
So. 
Trust is built through content. 
• Third level 
• Fourth level 
• Fifth level
• Click to edit text 
• Second level 
So. 
Trust is built through content. 
And through social interactions. 
• Third level 
• Fourth level 
• Fifth level
• Click to edit text 
• Second level 
So. 
Trust is built through content. 
And through social interactions. 
• Third level 
• Fourth level 
• Fifth level 
Employees breathe life into that content.
• Click to edit text 
• Second level 
So. 
Trust is built through content. 
And through social interactions. 
• Third level 
• Fourth level 
• Fifth level 
Employees breathe life into that content. 
Without employees, everything falls…
• Click to edit text 
• Second level 
So. 
Trust is built through content. 
And through social interactions. 
• Third level 
• Fourth level 
• Fifth level 
Employees breathe life into that content. 
Without employees, everything falls… 
flat.
• Click to edit text 
• Second level 
FLAT. 
• Third level 
• Fourth level 
• Fifth level
SO,
SO, 
START CREATING A CULTURE
SO, 
START CREATING A CULTURE 
OF EDUCATION AND SHARING,
SO, 
START CREATING A CULTURE 
OF EDUCATION AND SHARING, 
INTERNALLY AND EXTERNALLY.
TRAIN EMPLOYEES ON NEW ROLES 
AND RESPONSIBILITIES 
• Evangelization 
• Content creation & 
amplification 
• Social media and escalation 
mechanisms 
• New roles, processes and 
governance
DEVELOP NEW PROCESSES 
TO LISTEN AND ANSWER TO 
CUSTOMERS
NEW PROCESSES TO 
“LISTEN” AND “ANSWER 
LISTEN 
ANSWERS 
EDITORIAL 
PLAN 
CREATION 
PROJECT MGMT 
PUBLISH & 
PROMOTE 
CONVERSATION 
MGMT 
MEASURE 
Business Objectives 
Marketing Strategy 
Brand DNA 
Roadmap 
SOCIAL MEDIA 
STRATEGY 
“themes” 
Content Marketing 
Strategy 
Content Strategy 
© HappiFish
CREATE YOUR 
ANSWERING TEAM
2 TYPES 
OF 
CONTENT 
A-team 
Orchestrated & planned 
content
2 TYPES 
OF 
CONTENT 
A-team Employee community 
Orchestrated & planned 
content 
Peer to Peer 
content
USE THE POWER OF EMPLOYEE 
CONTENT AMPLIFICATION 
300 employees 
150 contacts first degree 
22.500 second degree
USE THE POWER OF EMPLOYEE 
CONTENT AMPLIFICATION 
300 employees 
150 contacts first degree 
22.500 second degree
USE THE POWER OF EMPLOYEE 
CONTENT AMPLIFICATION 
300 employees 
150 contacts first degree 
22.500 second degree 
45.000 first degree 
6,7M second degree
LET’S LOOK AT
BEST PRACTICES FROM IBM, ADOBE, 
DELL Program IBM Adobe Dell 
Social policy X X X 
Employee enablement • Digital IBMer knowledge hub 
• Opt-in programs with 
rewards 
• Trainings with certificates & 
perks 
• Basic, intermediate & advanced training 
• Certification 
• Online and quarterly 
• Badges 
• Sharing master ontent calendars 
• Sharing weekly summary of content 
highlights 
• Adobe social platform 
• DL emails with sample tweets 
SMaC University interactive 
courses (mandatory and optional) 
SalesForce chatter 
Certification, badges & rewards 
Outside expert presentations 
Employee “unconferences” 
Culture programs • Online “Jam” Events 
• Hackatons 
• Technology adoption 
program 
• Forward thinker program 
• IBM Select 
• Client executive engagement 
• Centre of excellence 
• Forums for best practice sharing 
• External social media experts presenting 
• Opt-in based objectives 
• Social council 
• “Ask a pro” session 
SMaRT initiatives 
Customer advistory panel days 
Social Think Tanks 
Social outreach services 
SMaC Champions 
Mentoring • Social selling champions 
program 
• Social buddy program 
• Follow the leader program 
Influencer program • Smarter planet 
• Citizen IBM 
• IBM Research 
• Midsize Insider 
Too much to read, isn’t it ? 
• Process to communicate with internal Adobe 
evangelists and bloggers 
Dell Rockstar program 
Social listening command centre
Let’s see.
Let’s see. 
What have they done in common?
Let’s see. 
What have they done in common? 
What is it that made them a social business?
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?
THIS IS WHAT YOU CAN LEARN…
THIS… 
Employee enablement tools 
Social policy 
Training programs 
Gamification – certificates & perks 
Incentivation – course credit, recognition and other rewards
THIS… 
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
AND THIS… 
Let progress come organically 
Find the internal and external platforms that fit best
AND THIS… 
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… 
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
Want more practical details ? 
Check out this blog post
• 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
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.
www.happifish.be 
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?
GET IN 
TOUCH 
twitter.com/tomdebaere 
be.linkedin.com/in/tomdebaere 
www.b2bmarketingexperiences.com 
slideshare.net/tomdebaere

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How to Plan and Design your Social Business Culture?

  • 3. Social Business. Is not about social media.
  • 4. Social Business. Is not about social media. Not even about marketing.
  • 5. SOCIAL BUSINESS IS ABOUT PRODUCING OUTCOMES THAT MATTER TO THE BUSINESS… … through people.
  • 6. This is our world today. Ad overload
  • 7. This is our world today. Ad overload Channel overload Source : Qmee
  • 8. This is our world today. Ad overload Channel overload Changing Buying Behavior Source : Qmee
  • 9. BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS SiriusDecisions
  • 10. THIS IS HOW THEY WAIT… The buyer, today Aware of the problem Search for solutions Consider solutions Build preference Buy the product
  • 11. The seller Inspire & attract Educate & inform Direct to solutions Build trust Persuade THIS IS HOW THEY WAIT… The buyer, today Aware of the problem Search for solutions Consider solutions Build preference Buy the product
  • 12. The seller Inspire & attract Educate & inform Direct to solutions Build trust Persuade THIS IS HOW THEY WAIT… The buyer, today Aware of the problem Search for solutions Consider solutions Build preference Buy the product research
  • 13. The seller Inspire & attract Educate & inform Direct to solutions Build trust Persuade THIS IS HOW THEY WAIT… first contact The buyer, today Aware of the problem Search for solutions Consider solutions Build preference Buy the product research
  • 14. THE END GOAL ISN’T A PURCHASE ACTION ANYMORE. THE NEW END-GOAL IS TRUST.
  • 15. IN A SOCIAL BUSINESS, BUILDING TRUST IS DONE BY EMPLOYEES.
  • 16. Customers and partners >>> TRUST & INTEREST <<< Marketing Sales Production & Logistics Customer Service Answer questions & business issues (with products and content) EMPLOYEES BUILD TRUST … …by answering questions to technical, personal or business issues
  • 17. • Click to edit text • Second level So. • Third level • Fourth level • Fifth level
  • 18. • Click to edit text • Second level So. Trust is built through content. • Third level • Fourth level • Fifth level
  • 19. • Click to edit text • Second level So. Trust is built through content. And through social interactions. • Third level • Fourth level • Fifth level
  • 20. • Click to edit text • Second level So. Trust is built through content. And through social interactions. • Third level • Fourth level • Fifth level Employees breathe life into that content.
  • 21. • Click to edit text • Second level So. Trust is built through content. And through social interactions. • Third level • Fourth level • Fifth level Employees breathe life into that content. Without employees, everything falls…
  • 22. • Click to edit text • Second level So. Trust is built through content. And through social interactions. • Third level • Fourth level • Fifth level Employees breathe life into that content. Without employees, everything falls… flat.
  • 23. • Click to edit text • Second level FLAT. • Third level • Fourth level • Fifth level
  • 24. SO,
  • 25. SO, START CREATING A CULTURE
  • 26. SO, START CREATING A CULTURE OF EDUCATION AND SHARING,
  • 27. SO, START CREATING A CULTURE OF EDUCATION AND SHARING, INTERNALLY AND EXTERNALLY.
  • 28. TRAIN EMPLOYEES ON NEW ROLES AND RESPONSIBILITIES • Evangelization • Content creation & amplification • Social media and escalation mechanisms • New roles, processes and governance
  • 29. DEVELOP NEW PROCESSES TO LISTEN AND ANSWER TO CUSTOMERS
  • 30. NEW PROCESSES TO “LISTEN” AND “ANSWER LISTEN ANSWERS EDITORIAL PLAN CREATION PROJECT MGMT PUBLISH & PROMOTE CONVERSATION MGMT MEASURE Business Objectives Marketing Strategy Brand DNA Roadmap SOCIAL MEDIA STRATEGY “themes” Content Marketing Strategy Content Strategy © HappiFish
  • 32. 2 TYPES OF CONTENT A-team Orchestrated & planned content
  • 33. 2 TYPES OF CONTENT A-team Employee community Orchestrated & planned content Peer to Peer content
  • 34. USE THE POWER OF EMPLOYEE CONTENT AMPLIFICATION 300 employees 150 contacts first degree 22.500 second degree
  • 35. USE THE POWER OF EMPLOYEE CONTENT AMPLIFICATION 300 employees 150 contacts first degree 22.500 second degree
  • 36. USE THE POWER OF EMPLOYEE CONTENT AMPLIFICATION 300 employees 150 contacts first degree 22.500 second degree 45.000 first degree 6,7M second degree
  • 38. BEST PRACTICES FROM IBM, ADOBE, DELL Program IBM Adobe Dell Social policy X X X Employee enablement • Digital IBMer knowledge hub • Opt-in programs with rewards • Trainings with certificates & perks • Basic, intermediate & advanced training • Certification • Online and quarterly • Badges • Sharing master ontent calendars • Sharing weekly summary of content highlights • Adobe social platform • DL emails with sample tweets SMaC University interactive courses (mandatory and optional) SalesForce chatter Certification, badges & rewards Outside expert presentations Employee “unconferences” Culture programs • Online “Jam” Events • Hackatons • Technology adoption program • Forward thinker program • IBM Select • Client executive engagement • Centre of excellence • Forums for best practice sharing • External social media experts presenting • Opt-in based objectives • Social council • “Ask a pro” session SMaRT initiatives Customer advistory panel days Social Think Tanks Social outreach services SMaC Champions Mentoring • Social selling champions program • Social buddy program • Follow the leader program Influencer program • Smarter planet • Citizen IBM • IBM Research • Midsize Insider Too much to read, isn’t it ? • Process to communicate with internal Adobe evangelists and bloggers Dell Rockstar program Social listening command centre
  • 40. Let’s see. What have they done in common?
  • 41. Let’s see. What have they done in common? What is it that made them a social business?
  • 42. 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?
  • 43. THIS IS WHAT YOU CAN LEARN…
  • 44. THIS… Employee enablement tools Social policy Training programs Gamification – certificates & perks Incentivation – course credit, recognition and other rewards
  • 45. THIS… 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
  • 46. AND THIS… Let progress come organically Find the internal and external platforms that fit best
  • 47. AND THIS… 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
  • 48. AND THIS… 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
  • 49. Want more practical details ? Check out this blog post
  • 50. • 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
  • 51. 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.
  • 52. www.happifish.be 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?
  • 53. GET IN TOUCH twitter.com/tomdebaere be.linkedin.com/in/tomdebaere www.b2bmarketingexperiences.com slideshare.net/tomdebaere

Notes de l'éditeur

  1. Dunbars gemiddelde – 150 connecties eerstegraads, 22.500 tweedegraad x aantal medewerkers Tools zoals Social Seeder, GaggleAMP, Social Toaster, Ease Social
  2. Dunbars gemiddelde – 150 connecties eerstegraads, 22.500 tweedegraad x aantal medewerkers Tools zoals Social Seeder, GaggleAMP, Social Toaster, Ease Social
  3. Dunbars gemiddelde – 150 connecties eerstegraads, 22.500 tweedegraad x aantal medewerkers Tools zoals Social Seeder, GaggleAMP, Social Toaster, Ease Social