All Very Strategic!

For anything to be successful it is usual to formulate a plan and this is no different when a business is looking at implementing social media into their overall business strategy.

hands-1167618_960_720Social Media Strategy: deciding on what platforms to use, what tactics to use and how to engage with the online community.

Whereas….

Social Business Strategy: concentrates on how best to incorporate social media so it is in line with the overall company vision and business objectives.

I suppose the way of differentiating between these two terms is to understand that a Social Media Strategy is more about the logistics… so we use Facebook, Twitter, Linkedin, Blogs etc. Who will post and communicate with the community? The Social Business Strategy is related to integrating the social communications to the business strategy and ensuring the communications reflect the company goals and values. Achieving the right Social Business Strategy is extremely important. If it is done incorrectly the community may develop incorrect expectations or opinions about the company which can be damaging for the positioning of the company.

 

A Closer Look at Social Business Strategymagnifying-glass-29398__180

When looking at the difference in the two strategies, although both are important, I viewed the Social Business Strategy as the one that is potentially more damaging to a company, if they got this part wrong.  Its like pretending to be someone you are not. Guidance is needed!

Altimeter Group have published a report which identifies 6 stages which they suggest all businesses go through in order for the business to have a “fully formed, coherent and integrated social business strategy”.  Every business will progress through these steps at a different rate but each step will be applied.

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Image from The evolution of Social Business. Altimer Group.

 

Step by Step…

Planning:This step is all about listening to what people are saying about your specific graph-1019845_960_720brand or product

Presence: Activate you Social Media Strategy and encourage the community to share

Engagement: Engage in dialogue and start to make relationships within the community

Formalised: Have set policies and procedures so any employee interacting on social media is aware of expectations and has company strategy and values at the  forefront at all times

Strategic:The interaction of the community on social media will cross all functional departments in the business so allow it!

Converged:The business is more of a social entity, where social media is integrated into day to day routine practice

 

Wanting Success?

Successful Social Business Strategies don’t just happen by accident!

Top Tips according to Altimeter:

  1. Always be clear about company goals
  2. Dont just plan for today, plan for the future and communicate these plans
  3. Get executives on board
  4. Decide on what social initiatives you want to do and what you dont want to do and allocate resources accordingly
  5. As social media encroaches on multiple departments make sure staff are trained and able to communicate effectively
  6. Ensure your team consists of the right people and the right number of people
  7. Think before you jump! Research the best and most appropriate technology selection

Lots of good ideas for those starting out on the Social Media journey!

 

References

Li, C. & Solis, B. (2013). The evolution of social business: Six stages of social business transformation. Altimeter Group. 
[online] http://www.slideshare.net/Altimeter/the-evolution-of-social-business-six-stages-of-social-media-transformation 

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Cisco’s S.O.C.I.A.L

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Cisco is a global leader in Information Technology which was launched in 1984.  They are leaders in the design, production and distribution of networking technologies.

They have created an approach to social media which complies to the following philosophy;

  • Scalable
  • Open
  • Consistent
  • Intuitive
  • Active
  • Limitless

In order for Cisco to encourage their employees to be SOCIAL every single person who is new to the company embarks in a training program which details the rules of being SOCIAL in a safe and productive way.

It has developed a framework to guide employees with using social media and its tools. The framework consists of five components;

ENABLEMENT: Every employee is encouraged to use social media, but more importantly they are given set guidelines on how to use the tools and company expectations of online activity and behaviour.

INTELLIGENCE: Some eye opening fact for you….

  • 50% of consumer Tweets to companies are being ignoredexclamation-point-64050__180
  • 70% of brands ignore Twitter complaints
  • 83% of consumers who complained on Twitter loved the response from those companies who did make the effort
  • 39% of companies do not track their social media responses, largely because they do not have a process in place to respond

Statistics from Cisco Corporation’s Cisco social media playbook

At Cisco they have a team of people who simply listen, by listening they are able to pull out information which requires attention and this is graded in importance, the greater the importance the quicker the response to the situation and so on. This listening also means the team can identify any emerging trends, product issues, industry trends, identify advocates and gain competitive insights. All of which are priceless!

ENGAGEMENT: is all about how often to connect, what should talked about, which social media network to use, who should be connecting regularly with the social media community?

Cisco have recognised the importance of social media and so have a dedicated team who are constantly listening to the conversations within social media communities, they are able to write interesting timely posts which engage people and create further conversations which contain objectives which focus on company goals, this is all done using a variety of media from blogs, which are very much owned by the author and comments added, Facebook where the online community gets involved in conversation. These conversations must be recognised and actively replied to for the marketer to build a relationship.

MEASUREMENT: There are 6 measurements Cisco use to monitor social media, those being;

  • volume: observing the amount of conversation is a great assessment of whether the post has been successful
  • Reach: the spread of the message
  • Engagement: how the people are interacting and spreading the messagemeasuring-tape-953422__180
  • Influence: measures how many people are following the company and the quality of their posts
  • Sentiment: refers to the tone the individual uses in their posts
  • Share of voice: the number of conversations about a particular brand or product, shown as a percentage

 

ADVOCACY: these are people who show genuine care and loyalty for the product. By listening to social media it becomes clear after a short time who is an advocacy for the company and who is not!

 

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As with anything on the internet, caution should be taken.  In a business environment such as Cisco, it is wise to have  a ‘crisis management process’ this team is consistently listening and is able then to produce timely information for stakeholders.

What I noticed from researching the approach Cisco takes to social media and how it incorporates into their every day environment is the one word…..LISTEN.  They actively listen to what is being talked about on social media and are able to filter out the important comments or discussions which require immediate attention. Being able to prioritise it invaluable to taking control of the situation.  Cisco gains huge advantages by simply listening!

This has sparked interest in me as to what other models do organisations use to monitor their social media use?  Maybe there is no plan to the discussion on social media, maybe it is one that is hard to predict and is more reactive? If this is the case, is social media useful for the business?

I read this quote which I love, it is used in the Cisco Social Media Play Book….

“Would I want my mother to see this?”

I reckon if more of us lived by this simple quote social media would be a much nicer place 🙂

 

 

 

 

The Challenge…

No matter what we do in life there’s, more often than not, a challenge to meet us along the way.  This is no different with social media and businesses.  On one hand, social media allows announcement-1019756_960_720businesses to reach out and connect with potential consumers they would never have reached by using traditional methods of advertising and promotion, but on the other it opens the doors to vulnerabilities such as anyone and everyone voicing their opinion, be it good or bad, true or false.

And then there is the question of your staff using social media, should it be accessible from the organisations computers? Will they abuse it? Will it effect productivity? If you decide not to allow it will they just go ahead and use it anyway ?  When using social media, how can you ensure high level of security?  What about malicious activity? All these are real insecurities which many employers face.

 

Some facts and figures

  • Facebook recorded a staggering 800 million active users as of December 2011
  • More than 25% of large organisations (500+ employees) developed and use social networkingchart-1296049_960_720.png
  • 68% of organisations use social media to communicate with potential consumers and potential employees
  • 43% of employers are involved in monitoring the internet usage of their employees

So if over 800 million active users are signed up to Facebook any business would be crazy to ignore this database of potential consumers! Opening up your business to social media can be very effective if caution is used.  For example one of the most precious resources of a business is that of tacit knowledge, the experience and knowledge held in the heads of those experienced staff and often difficult to record or document.  Social media can be a very effective tool to assist with sharing this knowledge, it encourages relationships to be built within the organisational community. Building teams that feel at ease with one another and who interact well,  creates an environment where asking for help and sharing tacit knowledge is common place. Surely this is what every company aims for?

Numerous companies form their own social media which is closed to those outside of the company, this way the information remains private and secure to employees of the organisation.  This closed social media allows more control by top managers who are often very skeptical  about allowing employees to use social media as a form of communication in case it encroaches on effective work time.  Again, by introducing this simple method of sharing of knowledge, helps resolve issues more effectively by learning and developing from others past experiences.

 

Taking this one step further is a company called Best Buy.  The management encourage twitter-566341_960_720and request that the staff use Twitter to communicate with customers, discussing their queries and resolving any complaints. Best Buy have obviously embraced social media by recognising  every one of their employees are a potential spokesperson and so have encouraged this.  As an outsider looking in, I love this idea.  It empowers the staff to build relationships with customers and by encouraging this the management have stated which platform this discussion should take place on and therefore gives them the ability to monitor the interaction…perfect!

 

My feelings on the whole social media at work was once of skepticism but I really believe there is so much which can be achieved by embracing it and actively encouraging social media  into the organisation.  Not so sure I would encourage discussion with customers on Twitter to the same extent as Best Buy’s but I applaud them for encouraging this, after all in todays world it is highly beneficial to show people that yes ok you make mistakes but look at how we deal with them rather than playing your cards close to your chest and trying to keep control of everything. It is control, I believe, is holding many organisations back from the positive attributes that social media has to offer.

 

References

Mello, J. A. (2012). Social media, employee privacy and concerted activity: Brave new world or big brother?

Miller, A. (2011). Cultural barriers to organizational social media adoption. In J. Girard & J. Girard (Eds.), social knowledge: Using social media to know what you know (pp. 96-114). Hershey, PA: doi: 10.4018/978-1-60960203-1.ch006

 

 

 

 

 

 

 

 

 

 

 

 

 

Is Size Really an Issue?

How it is…

First thoughts are that ALL businesses, regardless of size, should be using social mediatape-measure-145397_960_720.png.  It’s obvious….go out and shout about your product, use the platform to promote your product and spread your good business name, interact with your customers and reach new potential customers ….it’s bound to produce positive results, isn’t it?  Apparently it’s not that simple.  According to research, small and medium sized businesses who joined the flow of companies signing up to social media and began ‘tweeting’ and ‘posting’ have seen little or no results from their efforts.  Large companies, however, continue to value this tool and integrate social media into their marketing mix.  So whats going wrong???

Social media is very much about interaction and not so much about advertising what you want.  It is user driven, so if the user has no interest in your posts then that is where the message will stop.  If however, the posts are intriguing, inviting etc then this will trigger response from the user and interaction begins.  This can be a very slow process which requires patience and regular posting, few small and medium sized businesses have the resources to commit to such relationship building but that is exactly what social media is about….relationship building.  It builds brand loyalty which may not show in monetary terms on the bottom line instantly but customer retention and loyalty is often worth a great deal to businesses in the long term.

And then of course there is the other factor of larger companies being able to employ specialised team members who understand the latest tools available on the different social sites and are dedicated to this part of the business alone.  Often in smaller companies, it is the owner who sets up the social media pages and writes the posts, thus not maximising the capability of the available tools to their full potential.

 

How it could be…

Not all companies have a budget dedicated to social media, in particular small businesses and non-profit companies fall into this category, but that doesn’t have to exclude them from reaping the potential benefits of social media sites.  LinkedIn, for example, is a particularly good site where individuals post their professional profiles, this offers great potential for networking with like minded people and small companies and non-profit companies should take advantage of this facility when recruiting.

Small businesses are often operated by someone who has technical skills in a particular field but may not necessary be educated in social media.  Chances are there is a young person close by, either a teenage son or daughter or even an employee, who is very comfortable with the ins and outs of social media sites….get them on side and start building meaningful relationships with your customers!

It is important to recognise how social media has changed.  Gone are the days when people  would check their social sites as a past time in the evening, hands-1167618_960_720maybe even just a couple of times a week, but with the development of android phones and tablets people are now constantly connected, they leave their home where they were connected to the WIFI and their 3G or 4G kicks in until they reach their place of work which will then connect them via WIFI.  This instantaneous connection to the web gives people more opportunity to access their social sites, email, chat etc as and when they like, meaning that businesses need to be proactive and ready to respond and interact with their customers.

 

Some Observations…                                                                                                       idea-1019741_960_720

Increasingly I am viewing the social sites I belong to in a different light.  Once over I would log in at any spare moment and check what friends and family are up to. Now however I often find myself looking beyond that.  For instance one thing I have been drawn to is the way many large companies are increasing their reach of potential customers.  Many of these large organisations post a competition to win a prize of sorts and all you have to do to enter is to ‘like’ their page, comment on the post then ‘share’ the post with friends.  If only 5% of friends do this from each share the amount of visibility that one post would get is incredible and suddenly because those taking part in this are ‘liking’ the page the organisations reach has grown considerably too.  This is an incredible easy way to grow the number of people who are listed on a companies data base at relatively low cost (just the give away prize, as it is an incentive it should be exactly that and not just a $50 voucher!). Very easily implemented by any business whatever the size. If you have any other ideas how small businesses can use social media effectively I would love to hear, clearly it is not as simple as creating a page and leaving it roll!

Every time I research another blog it never ceases to amaze me how technology is developing at an ever increasing rate, so it’s understandable that many of us find it  difficult to keep up.  What is being highlighted is how important it is to not get left behind! Keep sharing!

 

References:

Casserly, M. (2013). Why small businesses are losing on social media. [Article] Forbes.com, 31-33 Forbes.com 4/17/2013 Page 31

 

 

 

 

 

Loving Social Media…

This morning I was sat in the waiting area at the Doctors, in the corner there was a neatly stacked pile of magazines which were all in pretty good nick. I looked around and not one person had picked up a magazine and was reading it. Instead, 5 out of the 6 people who were sat in the waiting area were flicking through their mobile phones.

I find it exciting but unbelievable how times have changed! I remember my mum taking me to the Drs and the magazines in the waiting area were dog eared due to the amount of people handling them (eeek! to think how easy it was for all those germs to spread!) but now very few people actually bother to even to look at them to see if there is anything of interest, and why should they? Everything they need is at their fingertips. Gone are the days where marketers, journalists and alike would create and publish a document or article on a website or in a newspaper and the audience would simply read the article, Web 1.0. The internet has moved on far from there to Web 2.0, which is a platform that allows and very much encourages interaction between the author and its readers. Examples are sites such as Facebook, Twitter, LinkedIn, Wikipedia and Instagram to name a few.

 

cell-phone

Social Media plays a huge role on Web2.0, it provides a way for people to connect, communicate and participate. It is well known that word of mouth advertising is incredibly powerful but this has been taken to a whole new level with individuals sharing their experiences with the world via social media.By embracing the communication power of social media, businesses are able to extend their reach to people they may never have been able to target before. Just imagine, the lady sitting opposite me could have been ‘tweeting’ about the amazing service she received in the cafe where she had just been for breakfast, this post is shown on her friends news feed, of which she has 200 within the local area. A couple of her friends then shares her post, which allows 200+ friends to see on their Facebook and suggests to a friend they should try it next week…..and so it goes on. Powerful advertising for that cafe! We must remember it can also work in the opposite way!

 

Now for some technical stuff..                                                                                                                                                                                                                                                                             STES-Planning

In practically every work place sits a computer ( if there isn’t one, there should be!), however the computer alone is purposeless. It is only when a person operates the hardware to activate the software, does the system become meaningful. It is this interaction which develops between the individual using the hardware, to access certain software, and following certain procedures, in a specific work-space, whilst working within the reams of societies rules and laws, which is known as a Socio-technical system.

Socio-technical systems is  a term which refers to the complete ‘system’ from the technical components to the human operating systems and society. For businesses it is important to realise how the components of the system are interlinked and one can not function to its full potential without the others. Once this seamless interaction is developed the impact on the business is very positive.

Remember…..It’s good to share!