the social facade
DESCRIPTION
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/TRANSCRIPT
![Page 1: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/1.jpg)
The Social FaçadeIntegrating Social Media into
Internal Processes and Culture
Richard HughesDirector of Social Strategy
[email protected]@_richardhughes
www.broadvision.comenterprisinglysocial.com
![Page 2: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/2.jpg)
Is your social media strategy disguising the
type of organization you really are?
![Page 3: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/3.jpg)
Happy on the outside…
![Page 4: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/4.jpg)
…crying on the inside
![Page 5: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/5.jpg)
Stuck with the same old anti-social working practices
![Page 6: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/6.jpg)
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 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.”
Paul Greenberg
![Page 7: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/7.jpg)
![Page 8: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/8.jpg)
“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
![Page 9: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/9.jpg)
![Page 10: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/10.jpg)
Poll
Are the social business projects in your organisation
External-facing
Internal-facing
Separate external
and internal
Integrated external
and internal
![Page 11: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/11.jpg)
Three main types of social network
Public social network
Social extranet (customer community)
Social intranet
![Page 12: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/12.jpg)
Three main types of social network
Public social network
Social extranet
Social intranet
• Great place for making contact
• Not so great for productive conversations
![Page 13: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/13.jpg)
Three main types of social network
Public social network
Social extranet
Social intranet
• A better place for deeper engagement with customers
• Easier for customers to help each other
![Page 14: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/14.jpg)
Three main types of social network
Public social network
Social extranet
Social intranet
• Connects employees to each other
• Enables better knowledge sharing throughout the organisation
![Page 15: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/15.jpg)
Channel mismatch
![Page 16: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/16.jpg)
![Page 17: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/17.jpg)
![Page 18: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/18.jpg)
![Page 19: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/19.jpg)
![Page 20: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/20.jpg)
![Page 21: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/21.jpg)
![Page 22: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/22.jpg)
![Page 23: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/23.jpg)
![Page 24: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/24.jpg)
![Page 25: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/25.jpg)
![Page 26: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/26.jpg)
![Page 27: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/27.jpg)
Integrated social business strategy
Public social network
Social extranet
Social intranet
![Page 28: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/28.jpg)
Engage in the right place
Public social network
![Page 29: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/29.jpg)
![Page 30: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/30.jpg)
Engage in the right place
Social extranet
![Page 31: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/31.jpg)
Product support community
![Page 32: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/32.jpg)
Peer-to-peer support
![Page 33: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/33.jpg)
Issue resolution
![Page 34: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/34.jpg)
CRM integration
![Page 35: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/35.jpg)
B2B post-sale account management
![Page 36: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/36.jpg)
Engage in the right place
Social intranet
![Page 37: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/37.jpg)
Knowledge sharing
![Page 38: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/38.jpg)
Project Collaboration
![Page 39: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/39.jpg)
Social media integration
![Page 40: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/40.jpg)
Customer service
![Page 41: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/41.jpg)
Customer service escalations
![Page 42: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/42.jpg)
Issue resolution
![Page 43: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/43.jpg)
Social business benefits
• faster access to knowledge (74%)• reduced communication costs
(58%)• faster access to internal experts (51%)
For internal purposes:
• increased marketing effectiveness (69%)• increased customer satisfaction (47%)• reduced marketing costs (43%)
For customer purposes:
• faster access to knowledge (65%)• reduced communication costs
(61%)• Faster access to external experts (50%)
For partner or supplier
purposes:
“How Social Technologies are Extending the Organization,” McKinsey Quarterly, November 2011.
From a 2011 McKinsey Quarterly survey of 4,261 enterprise executives using social technologies:
![Page 44: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/44.jpg)
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”
![Page 45: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/45.jpg)
“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
![Page 46: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/46.jpg)
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 LiMaking the Business Case for Enterprise Social Networking, Feb 2012
![Page 47: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/47.jpg)
EnterpriseSocial
Network
“Reality Of Everyday Work”
![Page 48: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/48.jpg)
Where Real Work Gets Done
![Page 49: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/49.jpg)
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
![Page 50: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/50.jpg)
Integrated social business strategyPublic social network
Connect with customersResolve simple issues
Social extranetDeeper, more focused
engagement
Social intranetShare knowledgeRespond better
![Page 51: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/51.jpg)
Questions?
![Page 52: The Social Facade](https://reader037.vdocument.in/reader037/viewer/2022102814/54bd33204a79593a3a8b46cd/html5/thumbnails/52.jpg)
www.clearvale.com