grown up social media: making social work harder for your business

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WWW.BLOOMWORLDWIDE.COM Grown Up Social Media: Making social work harder for your business Hosted by Social Media Week London Wednesday 25 September 2013 #SmwBloom

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An introduction to what BLOOM's Masterclass will entail.

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Page 1: Grown Up Social Media: Making Social Work Harder for Your Business

WWW.BLOOMWORLDWIDE.COM

Grown Up Social Media: Making social work harder for your business

Hosted by Social Media Week London Wednesday 25 September 2013

#SmwBloom

Page 2: Grown Up Social Media: Making Social Work Harder for Your Business

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Introducing BLOOM

BLOOM Worldwide is a social media agency specialising in social business

INSIGHT

STRATEGY CONTENT

TECH

FROM ‘DOING SOCIAL’ TO

‘BEING SOCIAL’

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Introducing the BLOOMers

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What we’ll cover today

What is a social business?

What is social business maturity?

What stage is your business at?

What do you need to do to move to the next level?

Outline of the session

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Intended outcome

“I know what social business is, and why it’s important for my

company”

THEORY

“I know how advanced my business is, and how far I have to go”

RELEVANCE

“I have clear actions to take my business to the next level”

ACTION

What we want you to walk away with

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What is social business?

Grown Up Social Media: Making social work harder for your business

Page 7: Grown Up Social Media: Making Social Work Harder for Your Business

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Social media evolution

From doing social to being social

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The difference between doing social and being social

SOCIAL BUSINESS Strategic Scalable

Integrated Used for multiple business

functions Dialogue

Engagement Value for the consumer

Advocacy Customer-centric

Key strategic business objectives Large-scale returns

BUSINESS AS USUAL Tactical

Not scalable Siloed

Used as traditional PR/marcomms channel Broadcast

Speaking & listening Value for the business

Loyalty Company-centric

Tactical marketing metrics Small-scale results

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What is a social business?

A business that has been purposely designed to eke the maximum from social platforms, tools and technologies in order to foster a culture of knowledge sharing, collaboration and engagement with everybody.*

* That’s employees, stakeholders, customers, prospects and everybody that matters to the business…

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The BLOOM Way to social business

Inside your business

Outside your business

YOUR    CUSTOMER  

GOVERNANCE  

EDUCATION  

TECHNOLOGY  

VISION  &  PURPOSE  

SOCIAL  BIZ  STRATEGY  

CHANGE  MANAGEMENT  

BUSINESS  INSIGHT  

KPI  SETTING  &  MEASUREMENT  

SOCIAL  MEDIA  STRATEGY  

SOCIAL  PLATFORMS  

INFLUENCE  &  ADVOCACY  

SOCIAL  INSIGHT  

COMMUNITY  MANAGEMENT  

CONTENT  DEVELOPMENT  

SOCIAL  CRM  

CAMPAIGN  &  PROGRAMME  

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What could social business do for your business?

Engaged customers Consumer insights

Increased brand reputation

Advocacy Influence

Competitive advantage

Consumer intelligence Collaboration

Agile, entrepreneurial business

Knowledge sharing Faster access to expertise

Faster product development cycle

INCREASE REVENUE

INCREASE MARKET SHARE

REDUCE COSTS

IMPROVE INNOVATION &

GROWTH

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Cultivating the Nike+ social community

INCREASED MARKET SHARE

SHARE OF US RUNNING SHOW MARKET INCREASED TO 61% WITHIN 3 YEARS OF

PRODUCT LAUNCH

NIKE+ AS A CONSUMER LIFESTYLE CHOICE

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IBM’s social business transformation

REDUCED COSTS

HELP DESK SUPPORT COSTS REDUCED BY MORE

THAN $100 MILLION A YEAR

TIME TO COMPLETE PROJECTS REDUCED BY

30%

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Empowering Cemex employees to share globally

IMPROVED INNOVATION &

GROWTH

USED BY MORE THAN 95% OF COMPANY’S EMPLOYEES

FASTER ACCESS TO EXPERTISE

Page 15: Grown Up Social Media: Making Social Work Harder for Your Business

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What is social business maturity?

Grown Up Social Media: Making social work harder for your business

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Social Business Maturity Framework 1

Experimental

We are mostly experimenting with

social media

2 Tactical

We have a number of tactical

activations in place which are largely

campaign, event or platform driven

3 Formalised

We have a formalised holistic

programme encompassing

multiple business functions that is part of an overall

strategy

4 Mature

We have a formalised

programme and long term strategy, across MOST of the

company

5 Trailblazing

We have a formalised

programme and long term strategy, across the WHOLE company and are trailblazing in our

sector

Hallmarks of each phase: •  Driven at a

grassroots level by one passionate individual

•  Small/no budget

•  Low visibility •  Mainly

broadcasting messages

•  Using freeware •  Ad hoc

measurement

•  Driven at an operational level by one department

•  Small budget •  Platform &

content focus •  Use of

incumbent generalist agencies

•  Tracking some metrics e.g. fans/campaigns

•  Siloed multi-departmental activity

•  Social business structure & KPIs in place

•  Increasing budget

•  Building internal capabilities and use of specialist agencies

•  ‘Always on’ approach

•  Co-ordinated by multiple departments

•  Senior management sponsorship

•  Significant budget allocation

•  Strategy delivering on business goals

•  Insight driving biz planning

•  Driven by visionary senior management

•  Activated across the whole business

•  Strategic business priority

•  Cutting edge programmes delivered at scale

•  Realtime insight driving action

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Social Business maturity framework evaluation criteria

INTERNAL CRITERIA •  PROGRAMME •  LEADERSHIP •  ORG MODEL •  CULTURE •  EMPLOYEES •  HEADCOUNT •  BUDGET •  GOVERNANCE •  EDUCATION •  TOOLS & TECH •  SUPPLIERS •  MEASUREMENT

EXTERNAL CRITERIA •  ACTIVITY •  INSIGHT •  EXPENDITURE •  IMPACT •  PRESENCE •  SENTIMENT •  ENGAGEMENT •  INFLUENCE •  CONVERSATION •  CONTENT •  COMMUNITY •  COMPETITORS

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Roger’s innovations adoption curve

INNOVATORS 2.5%

EARLY ADOPTERS 13.5%

EARLY MAJORITY 34%

LATE MAJORITY 34%

LAGGARDS 16%

THE

CH

ASM

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Roger’s innovations adoption curve

INNOVATORS 2.5%

EARLY ADOPTERS 13.5%

EARLY MAJORITY 34%

LATE MAJORITY 34%

LAGGARDS 16%

THE

CH

ASM

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Social business S curve

Time

Soci

al b

usin

ess

mat

urity

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Social business S curve

Time

Soci

al b

usin

ess

mat

urity

EXPERIMENTAL

TACTICAL

FORMALISED

MATURE

TRAILBLAZING

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ROI will increase as social business maturity increases

Time

Soci

al b

usin

ess

mat

urity

OPTIMISATION

ROI

EFFICIENCIES AND SAVINGS

COMPETITIVE ADVANTAGE

SALES

INNOVATION

GROWTH

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What stage is your business at?

Grown Up Social Media: Making social work harder for your business

Page 25: Grown Up Social Media: Making Social Work Harder for Your Business

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Social Business Maturity Framework 1

Experimental

We are mostly experimenting with

social media

2 Tactical

We have a number of tactical

activations in place which are largely

campaign, event or platform driven

3 Formalised

We have a formalised holistic

programme encompassing

multiple business functions that is part of an overall

strategy

4 Mature

We have a formalised

programme and long term strategy, across MOST of the

company

5 Trailblazing

We have a formalised

programme and long term strategy, across the WHOLE company and are trailblazing in our

sector

Hallmarks of each phase: •  Driven at a

grassroots level by one passionate individual

•  Small/no budget

•  Low visibility •  Mainly

broadcasting messages

•  Using freeware •  Ad hoc

measurement

•  Driven at an operational level by one department

•  Small budget •  Platform &

content focus •  Use of

incumbent generalist agencies

•  Tracking some metrics e.g. fans/campaigns

•  Siloed multi-departmental activity

•  Social business structure & KPIs in place

•  Increasing budget

•  Building internal capabilities and use of specialist agencies

•  ‘Always on’ approach

•  Co-ordinated by multiple departments

•  Senior management sponsorship

•  Significant budget allocation

•  Strategy delivering on business goals

•  Insight driving biz planning

•  Driven by visionary senior management

•  Activated across the whole business

•  Strategic business priority

•  Cutting edge programmes delivered at scale

•  Realtime insight driving action

Page 26: Grown Up Social Media: Making Social Work Harder for Your Business

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Social Business Maturity Framework 1

Experimental 2

Tactical 3

Formalised 4

Mature 5

Trailblazing

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Social Business Maturity Framework 1

Experimental 2

Tactical 3

Formalised 4

Mature 5

Trailblazing

WHAT’S HAPPENING? •  Social media at a grassroots level •  Led by one passionate individual •  Often in free time/on top of workload •  Small/no budget •  Activities are tactical

INSIDE YOUR BUSINESS •  Leadership don’t really understand social

media but happy for us to experiment •  Employees aren’t encourages to use social

media at work •  Using freeware for ad hoc measurement

“We are mostly experimenting with social media”

WHAT’S DRIVING IT? •  Curiosity •  Use of social media in personal life •  Personal interest

OUTSIDE YOUR BUSINESS •  Low visibility •  Mainly broadcasting messages on an ad

hoc basis •  Unaware of the impact of activity (“fire

and forget”)

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Social Business Maturity Framework 1

Experimental 2

Tactical 3

Formalised 4

Mature 5

Trailblazing

WHAT’S HAPPENING? •  Social media at an operational level

through one department •  Small budget •  Platform & content focus •  Use of incumbent generalist agencies

INSIDE YOUR BUSINESS •  Use of social media listening tool •  Tracking some metrics e.g. fans/

campaigns & benchmarking performance against KPIs

•  Some governance and training planned

“We have a number of tactical activations in place which are largely campaign, event or platform driven”

WHAT’S DRIVING IT? •  Competitor activity •  Increasing consumer usage •  Test & learn showing early promising

results

OUTSIDE YOUR BUSINESS •  Community management based around

campaigns, but no ongoing dialogue •  Mapped out online influencers •  One or more social platforms •  Investing in paid social media

Page 29: Grown Up Social Media: Making Social Work Harder for Your Business

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Social Business Maturity Framework 1

Experimental 2

Tactical 3

Formalised 4

Mature 5

Trailblazing

“We have a formalised holistic programme encompassing multiple business functions that is part of an overall strategy”

WHAT’S HAPPENING? •  Siloed multi-departmental activity •  Social business structure & KPIs in place •  Increasing budget •  Long-term initiatives launched •  Social media strategy in place

INSIDE YOUR BUSINESS •  Building internal capabilities and use of

specialist agencies •  Senior management see social business as

a strategic priority •  Change management plan in place

WHAT’S DRIVING IT? •  On senior management agenda •  Need to scale across departments or

territories •  Bring together overlapping projects •  Desire to improve ROI

OUTSIDE YOUR BUSINESS •  ‘Always on’ approach to content and

community management •  Structured approach to extracting insight •  Seeing ongoing impact in social metrics •  Consistent presences in owned & earned

Page 30: Grown Up Social Media: Making Social Work Harder for Your Business

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Social Business Maturity Framework 1

Experimental 2

Tactical 3

Formalised 4

Mature 5

Trailblazing

“We have a formalised programme and long term strategy, across MOST of the company”

WHAT’S HAPPENING? •  Co-ordinated by multiple departments •  Significant budget allocation •  Strategy delivering on business goals •  Holistic approach to social media

INSIDE YOUR BUSINESS •  Senior management sponsorship •  Clear vision for becoming a social business •  Multiple “hub and spoke” model to co-

ordinate global/local efforts •  Increasing collaboration and sharing

WHAT’S DRIVING IT? •  Linking of activities to commercial results •  Increasing senior management

engagement •  Overcoming internal roadblocks

OUTSIDE YOUR BUSINESS •  Permanently managed social spaces

catering to all communities of interest •  Facilitate creation of user generated

content and influencer engagement •  Outperforming many competitors

Page 31: Grown Up Social Media: Making Social Work Harder for Your Business

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Social Business Maturity Framework 1

Experimental 2

Tactical 3

Formalised 4

Mature 5

Trailblazing

"We have a formalised programme and long term strategy, across the WHOLE company and are trailblazing in our sector”

WHAT’S HAPPENING?

•  Activated across the whole business •  Strategic business priority •  Cutting edge programmes delivered at

scale •  Transcended the marketing department

INSIDE YOUR BUSINESS •  Social insights driving business decisions •  Social activity linked to hard business

metrics •  Social business built into job descriptions •  Employees empowered to engage

WHAT’S DRIVING IT? •  Visionary senior management •  Outperforming competitors •  Customer first strategic vision •  Business transformation •  Employee engagement

OUTSIDE YOUR BUSINESS •  Realtime insight driving action •  Above average engagement rates •  Ahead of competitors •  Audiences engaging in content co-

creation, UGC and crowdsourcing

Page 32: Grown Up Social Media: Making Social Work Harder for Your Business

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Social Business Maturity Framework 1

Experimental

We are mostly experimenting with

social media

2 Tactical

We have a number of tactical

activations in place which are largely

campaign, event or platform driven

3 Formalised

We have a formalised holistic

programme encompassing

multiple business functions that is part of an overall

strategy

4 Mature

We have a formalised

programme and long term strategy, across MOST of the

company

5 Trailblazing

We have a formalised

programme and long term strategy, across the WHOLE company and are trailblazing in our

sector

Hallmarks of each phase: •  Driven at a

grassroots level by one passionate individual

•  Small/no budget

•  Low visibility •  Mainly

broadcasting messages

•  Using freeware •  Ad hoc

measurement

•  Driven at an operational level by one department

•  Small budget •  Platform &

content focus •  Use of

incumbent generalist agencies

•  Tracking some metrics e.g. fans/campaigns

•  Siloed multi-departmental activity

•  Social business structure & KPIs in place

•  Increasing budget

•  Building internal capabilities and use of specialist agencies

•  ‘Always on’ approach

•  Co-ordinated by multiple departments

•  Senior management sponsorship

•  Significant budget allocation

•  Strategy delivering on business goals

•  Insight driving biz planning

•  Driven by visionary senior management

•  Activated across the whole business

•  Strategic business priority

•  Cutting edge programmes delivered at scale

•  Realtime insight driving action

1.  Turn to the person next to you 2.  Explain which stage you think your

company is at and give your reasons 3.  Refer to the Social Business Maturity Framework in front of you if you need to

4.  Raise your hand and ask a BLOOMer for help if you’re stuck

5.  Once you’ve decided your stage, grab a corresponding stick of rock from a

BLOOMer

5 mins

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What do you need to do to move to the next level?

Grown Up Social Media: Making social work harder for your business

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Time for action!

Creating your five point action plan

1.  Take a corresponding card deck from a BLOOMer

2.  Spread your cards on the table in front of you

3.  Turn your Framework around to find your Action

Planning worksheet 4.  Prioritise your top 5 actions and record on the

worksheet

Wave your stick of rock in the air and a BLOOMer will come

to help you

15 mins

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Don’t forget to fill in the WHY and the WHEN

COMPANY NAME: __________________________________

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SOCIAL BUSINESS MATURITY 5 POINT ACTION PLAN

Activities to help you progress to the next level

Current maturity level: Experimental – Tactical – Formalised – Mature - Trailblazing

What activities do we need to do? What is the objective? When?

1

2

3

4

5

5 mins

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Let’s hear back from you

Source: Brittney Marshall @ Flickr

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If you take nothing else away from today…

Social business has the potential to completely transform your business

What happens inside your organisation is as important as what happens outside

It can drive real, business results

But can’t be activated in a silo

YOU can help direct and define the future of your business

5 key points to leave with

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About our services

SOCIAL MEDIA STRATEGY

We believe in insight-driven social strategy which delivers results to every part of your

business.

SOCIAL MEDIA INSIGHT

We believe that social data provides critical business

intelligence that should inform business actions.

CONTENT DEVELOPMENT

We believe that high quality social content is the key currency that drives effective impact and

engagement online.

COMMUNITY MANAGEMENT

We believe community management is the cornerstone

of success in social media.

SOCIAL PLATFORMS We believe your social platforms

should function as part of a wider online social ecosystem

and drive reach and impact.

SOCIAL MEDIA TRAINING

We believe in building internal capability is as important in

delivering a social strategy as outsourcing to an agency.

SOCIAL TECHNOLOGY We believe in empowering

employees and customers to collaborate and innovate using

social technology.

SOCIAL MEDIA GOVERNANCE

We believe that scalability and risk management can be

achieved by effective social media governance.

INFLUENCE & ADVOCACY

We believe that advocates, whether employees or

customers, are what ensure businesses grow.

PROGRAMME DESIGN & DELIVERY

We believe social media campaigns should be part of an

‘Always On’ dialogue.

SOCIAL MEDIA MEASUREMENT

We believe social media should be fully accountable

PERFORMANCE MANAGEMENT & KPIs We believe that being a social

business delivers hard business results like increased profitability

and sales.

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