Building a Social Business Joshua-Michle Ross @jmichele - - PowerPoint PPT Presentation

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Building a Social Business Joshua-Michle Ross @jmichele - - PowerPoint PPT Presentation

Mar 26, 2023 151 likes •780 views

Building a Social Business Joshua-Michle Ross @jmichele www.opposableplanets.com Why Social Business? What is Social Business? How are Organizations Doing It? If You Are in Business Youve Got Problems -David Burk The Real-Time News

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Building a Social Business

Joshua-Michéle Ross @jmichele www.opposableplanets.com

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Why Social Business? What is Social Business? How are Organizations Doing It?

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“If You Are in Business You’ve Got Problems”

  • David Burk
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The Real-Time News Cycle

WSJ
Print


Day
One
 15+


MIL.


10+


MIL.


5


MIL.


1


MIL.


INFLUENCE
 TIME


5:30
PM
 12:00
AM
 5:30
PM


Day
Two


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The Real-Time News Cycle

WSJ
Print


Day
One
 15+


MIL.


10+


MIL.


5


MIL.


1


MIL.


INFLUENCE
 TIME


5:30
PM
 12:00
AM
 5:30
PM


Day
Two


CNET.com
 NYTimes.com
 CNN.com
 AP.com


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You Always Have Other Options

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Only

  • f people trust

advertisements

14%






















of
 people
trust
the
 recommendaOons


  • f
their
peers


78%


{One-Way} {Conversation}

Nielsen, “Trust in Advertising” Oct. 2007

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11 11

Very high/ High %

Nurses 84 Druggists, pharmacists 73 Veterinarians 71 Medical doctors 69 Dentists 62 Engineers 61 Clergy 58 College teachers 58 Policemen 54 Psychiatrists 38 Bankers 37 Chiropractors 36 Journalists 26 State governors 22 Business executives 18 Lawyers 18 Stockbrokers 17 Senators 15 Congressmen 14 Insurance salesmen 13 HMO managers 12 Advertising practitioners 11 Car salesmen 7

Gallup Poll. Dec. 8-10, 2006. N=1,009 adults USA nationwide. MoE ± 3.

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12

  • Armed
forces 



 
+43%


  • NGOs


 
 
 
+27%


  • Educa7on
system


 
+26%


  • Health
system



+17%


  • Trade
unions/labor 



+2%


  • Legal
system 



 
‐2%


  • Global
companies


 
‐9%


  • Large
na7onal
companies

‐10%


Accenture
The
Business
of
Trust,
World
Economic
Forum
“Voice
of
the
People
Forum”


*
Net
Ra7ng
=
%
trust
‐
%
distrust


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Shifts in Media Habits

The communications landscape has changed as a result of social media and the growth is exponential 2009 Statistics:

  • More than 70 million

videos on YouTube

  • Over 133,000,000 blogs

indexed on Technorati

  • 1.7 billion tweets on Twitter
  • 400 million + users
  • n Facebook representing

170 countries/territories

  • Dramatic decline in

newspaper circulation

14 14

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Closed Newspapers: 2007

15

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Closed Newspapers: 2007-2008

16

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Closed Newspapers: 2007-2009

17

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The time spent / ad spend gap

Source:
eMarketer,
Forrester
Research;
 ZenithOp7media;
Marketspace
Analysis


Ad
Spend 
 Media
Time 


20%
 40%
 60%
 80%
 100%


Television
 Radio
 Magazines


Online


Newspapers
 Other 
 Television 
 Radio 
 Magazines 


Online 


Newspapers 


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“No Flash Ads. No Banner ads. No pre- roll video ads. Make an awesome product and then find online communities that would like your product and become a member of that

  • community. Allow the community to

have conversations about your product

  • r service and welcome the input.”

Ethan Bodner – 17 – High School Senior (2007)

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The Internet is not disruptive because it shifts business models… It is disruptive because it shifts mental models…

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Analog  Digital

books, newspapers, music, movies communications, commerce…

Slides 11-18 adapted from Richard Wiley’s fantastic Slideshare presentation on open education

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Isolated  Networked

people, content, devices, systems

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Tethered Mobile

everything is connected workforce replaces workplace

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Closed  Open

journalism, software, hardware, innovation

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Subjects  Verbs

creators, publishers, critics, citizen journalists…

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From  To

Analog Isolated Tethered Closed Digital Networked Mobile Open

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Past  Future

Analog Isolated Tethered Closed Digital Networked Mobile Open

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Business  Social Business

Analog Isolated Tethered Closed Digital Networked Mobile Open

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This marks the end of civilization

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Credit: Richard Wiley

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How do I stop these people?

Flickr: pacoalcantara

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Is it Safe?

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three key questions…

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how do I align employee talent with organizational mission? who “owns” social media and how do you “run” it? how do I measure a social business?

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all answers are provisional no one is getting everything right proceed with more humility than caution

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Marketing Communications Product Development Human Resources Legal IT

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Training and Certification

CODE OF CONDUCT

Getting Engaged

(Action Steps and Best Practices)

Guidelines Framework

Brand-Specific Extensions

GENERAL GUIDELINES— All Employees OFFICIAL GUIDELINES— Employee Reps

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Who “owns” Social Media?

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Who Wants the opportunity? Who has a Mandate from top management? Who has core competency that aligns with social business objectives? Who is fittest to collaborate

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How do you “run” it?

Centralized Blended Distributed The Distributed Model

  • Let 1000 Flowers Bloom
  • All departments practice social media. Business unit and department executives leverage

social channels.

Based on http://adage.com/digital/article?article_id=142221

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Three Models of Governance

Centralized Blended Distributed The Centralized Model

  • Executive sponsor leads. Goals, policies, guidelines, and investments are convened by a

chair.

  • Suitable in regulated industries, cultures with more formal hierarchy
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Three Models of Governance

Centralized Blended Distributed The Blended Model

  • Gives authority to the “edge” of the organization to engage the world
  • Provides some central planning and guidance
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measurement is costly measurement is cultural some things can never be measured

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Don’t say ROI unless you mean it

ROI is a financial metric. Must take one of three forms:

  • Revenue generated
  • Cost savings
  • Cost avoidance
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Consider Value Creation…

Value is an investment that eventually may be ‘cashed in’ as ROI. It is both tangible and intangible.

  • Create awareness
  • Increase purchase consideration
  • Enhance brand strength
  • Improve reputation
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Business Objectives Business Process Addressed

Exposure Engagement Influence Action

Research Approach Key Metrics Increase share of positive coverage from 15 to 25% by year-end 2010 Reputation

X

Media monitoring and content analysis Net Positive OTS

CommunicaOons
Model













Measurement, Research and Planning

Reproduced with permission from Don Bartholomew – metricsman.wordpress.com

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Q&A @jmichele