Making The Case for Social Business - Social Media Strategies Summit Boston 2013

Social Business

Making the case for

True Voice Mediawww.truevoicemedia.com

215.948.2012

@truevoicemedia

The Philadelphia Social Business Agency

Jeff Gibbard

truevoicemedia.com | socialmediaphilanthropy.com | jeffgibbard.com | jgibbard.com

President & Chief Strategist at True Voice MediaSpeaker, Blogger & Coach

@jgibbard

jeffgibbard.com/g

[email protected]

True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012


215.948.2012

@truevoicemedia


http://www.truevoicemedia.com



Social BusinessTrue Voice Mediawww.truevoicemedia.com

215.948.2012

@truevoicemedia


StrategyPolicyTrainingListeningContent MarketingEngagement & Community ManagementPromotion & AdvertisingMeasurement & AnalyticsCollaborationCustomer Service


215.948.2012

@truevoicemedia


@jgibbard@truevoicemedia


ResourcesSlides, Links and Tools Mentioned


215.948.2012

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truevoicemedia.com/notes



RULESInterrupt meDon’t fall asleepTweet everything I sayTweet about how handsome I amStay off FacebookStay off emailCall your mother

Shout out to @marcusnelson

(she worries)

True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012Let’s Dive In

DefiningSocial Business

A Social Business is a company that...

takes full advantage of the opportunities presented by social media, that reduces its liability and risk through governance and training, and that leverages social technologies and concepts to become more open, transparent, collaborative, and innovative.

This won’t happen

overnight

source: Altimeter Group

forSOCIAL BUSINESSTRANSFORMATION

The 6 Components

Policy

Process

Strategy Technology

TrainingCulture

source: Altimeter Group

Building The Case For

Social Business

overcomeRESISTANCEto change

Appeal to the

Heart, Mind, and Wallet

But to make the case...

Mind, Wallet, and Heart

Appealing to the

Mind

State The

Obvious

The World Has Changed

It’s Gotten Smaller

More Connected

It’s Gotten

It’s Gotten

Faster

Is Right At Our Fingertips

Connection

Is Right At Our Fingertips

Information

It’s forever changed how we...★Communicate

★Complain

★Promote

★Seek Help

★Find Information

★Share Information

let’s do an experiment

To prove it

1995

2005

20051995

2013

Can anyone recommend a good plumber in Philadelphia? #helpout#softsearch

If Behaviors Are Changing,

Will We Change With Them?

Present The Data

72% of Online Adults are

Social Networking Site Users

users

non-users

source: Pew Internet and American Life Project

89% 78% 60% 43%18-29 30-49 50-64 65+

How that breaks down by age

source: Pew Internet and American Life Project

56% Of The Current

Workforce Is Between

16-44source: BLS.gov, USAtoday.com

89% Of 18-24-year-old Smartphone Owners

Reach For Their Device Within 15 Minutes Of

Waking Upsource: IDC Report, March 2013

65 and older have roughly tripled their presence

on social networking sites in the last four yearssource: Pew Internet and American Life Project

13%

43%

2009 Today

Unlike Spider-Man

You Cannot Stop This Train

OPPORTUNITY

FEAR

FEAR

FEAR

FEAR

FEARFEAR

FEAR

FEAR

FEAR

FEAR FEAR

UNCERTAINTY

UNCERTAINTY

UNCERTAINTY

UNCERTAINTYUNCERTAINTY

UNCERTAINTY

UNCERTAINTY

FEAR

UNCERTAINTY

Redirect energy

Appealing to the

Wallet

Social Isn’t Just About

“Feel Good” Chatter

Get that money, son!

Make it rain!

shout out to Adele Cehrs

Fully Implemented Social Tools

+20 to 25%

Productivity Gains

source: McKinsey Global Institute, July 2012

No Social Tools


+32%

Innovation/Ideation Gains

source: Jive Collaboration Software Report, July 2012

No Social Tools


+31%

Customer Retention Gains


No Social Tools


+34%

Brand Awareness Gains


No Social Tools


+27%

Innovation/Ideation Gains


No Social Tools

All Of The Data

Supports Social Business

Appealing to the

Heart

What are you

some sort of Hippie?!

In Social Business

Everybody Wins!

Customers win★acknowledged and appreciated

★better products

★ lower prices

★faster responses

★better customer service

★more trust due to transparency

★connected and loyal because of shared values

Employees win★acknowledged and appreciated

★given the opportunity for creativity and contribution

★motivated by competition

★driven by purpose

Businesses win★has more engaged employees

★has a greater number of customer advocates and internal champions

★ learns from its customers

★generates more loyalty

★reduction in support costs, cost per acquisition, etc.

★ increases reach, awareness, leads, and sales

★changes the world

Key Takeaways★It’s a process. Take your time, build a plan.

★This shift seems inevitable, will you buy in?

★Social Business drives business value.

★Everyone wins. Let’s build a better world.


215.948.2012

@truevoicemedia


Jeff Gibbard

truevoicemedia.com | socialmediaphilanthropy.com | jeffgibbard.com | jgibbard.com

President & Chief Strategist at True Voice MediaSpeaker, Blogger & Coach

@jgibbard

jeffgibbard.com/g

[email protected]