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Quick notes for searching, more later: Social business hierarchy of needs: Foundation –> Safety –> Formation –> Enablement –> Enlightenment
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Third Tuesday Toronto: May 14, 2012
Sketchnotes: Sacha Chua (@sachac): LivingAnAwesomeLife.com
advanced companies prepare internally first
~180 accounts for average enterprise
-only 25% active
Social media mostly separate from rest of site/db
Frequency of social media crises
-exposure to poor customer experience
-poor influencer relations
-violation of ethical guidelines rogue employees
Reinforcing bad behavior
We’re teaching them to yell at their friends.
Constantly getting ahead of themselves.
Social business hierarchy of needs
4 Enablement Empowerment scaling
3 Formation asset inventory Center of Excellence
2 Safety Team workflow Crisis prep
1 Foundation Policy
social media & communities
Predict what customers are going to do
Integrate into databases, etc.
Build better products
self-serve hubs Chatteratti (EZE help, compensation) bit.ly/Altimeter Social
strategic internal communications tactic
important for scaling
41% Hub and spoke
sometimes on their behalf
COE empowers business units
Safe & consistent
(Best Buy, Zappos)
I do customer support
Team Aug. 11
1.5 social strategist 3 comm manager soc media manager 1 analyst 1.5 dev
content strategist, emerging role
-editorials, ex. journalists, comm agencies…
-Everyone has access & must be trained
some involving business unit centres
FireBell simulation of social media crisis
Most crises: Friday afternoon
-Analysis? CRM, Omniture (Adobe), SAS, Eloqua… A number of different directions. System integrators.
-Adobe Social. Very bullish, if they can act like a small company. Paid, earned, owned media
Also watch Lithium Technologies & bazaarvoice (300% ROI for ratings). New ad units, IBM social metrics.
-Soc media correlations? Social loyalty (people are loyal to each other), gamifications.
C-suite: Novelty, fear, potential for new business models.
any data company stands to gain early in the space, lots of experimentations
-Social software: Combrian explosion. Lots of duplicate companies, VCs investing in clones
Best-in-class will probably connect with each other.
-Startup? Yes, but you can go through steps faster. Our research focuses on enterprise, but can still help.
-Soc media agencies? Ads right now. May need to restructure. Everything starts with earned.
-Disclosure? Vendors unlikely. Agencies making tech-agnostic methodologies.
-Facebook fans? Loose affinity. Facebook wants people to pay.
-Product is info? Utility, etc. Go up a level: Lifestyle, workstyle. G8, IBM.
Get clients to tell stories. See banks for examples. Orsten in.