Table of Contents

Smart Business, Social Business

A Playbook for Social Media in Your Organization
by Michael Brito
  • Foreword – Brian Solis
  • Introduction
  • Based on Actual Events

Chapter 1: Human Capital, Evolved

  • Driving Cultural Change in the Social Business
  • Tearing Down the Silos for Organizational Growth
  • Communicating Successful Failures
    • Qantas Airlines – No Crash Despite Lots of Rumors
    • Dominos Pizza’s Youtube Crisis
    • Motrin – Does anyone listen to Baby Wearing Moms?
  • Gaining Executive Sponsorship to Achieve Support
  • Activating Employees to Engage in Social Media
    • Fundamentals of Community Management
  • Establishing Continuity in the Global Landscape
  • Standard Organizational Models for the Social Business
  • Who Really Owns Social Media in the Organization
  • Taking the Next Steps

Chapter 2: Surveying the Tech Supermarket

  • Choosing the Right Social Software
    • Jive
    • Microsoft SharePoint
    • IBM
    • Box.net
    • Yammer
    • Cisco WebEx
    • Tibbr
    • Hearsay Social
  • Social Listening Software Commoditized
    • Radian6
    • Lithium Social Media Monitoring (formerly ScoutLabs)
  • Social Relationship Management Software
    • Sprinklr
    • Awareness Hub
    • The Syncapse Platform
  • Real Time Analytics and Publishing Efficiencies
  • The Future of External Social Technologies
    • The Entire Internet will be Facebook
    • Social Network Consolidation
    • Taking the next Steps
    • Social Technologies
    • Build a Listening Station, Listen & Act

Chapter 3: Establishing a Governance Model

  • Crafting Social Media Policies & Procedures
  • Transparency & Disclosure
  • Moderation Guidelines (Pre/Post)
  • Training: Organizational Intelligence
  • Non-Competitive Collaboration
  • Social Media Executive Councils
  • Taking the Next Step

Chapter 4: Embracing the Social Customer

  • Becoming a Social Media Practitioner
  • The Value of a Social Media Practitioner
  • Hiring Social Media Practitioners
  • Corporate Profile Versus Personal Profiles
  • Integrating Customer Support into Social Media
    • Comcast
    • Best Buy’s Twelpforce
    • Zappos
  • Using Social Media to Solicit Product Feedback & Innovation
    • Dell IdeaStorm
    • MyStarbucksIdea
    • Intel’s Ajay Bhatt Case Study
  • Taking the Next Step

Chapter 5: In Response to the Social Customer – Social CRM

  • Various Definitions of Social CRM
  • The Social CRM Process
  • Applications of Socal CRM
  • Social CRM Roles and Responsibilities
  • A Look at Social CRM Vendors
    • SugarCRM
    • Pivotal Social CRM
    • Nimble
  • Taking the Next Step

Chapter 6: Establishing a Measurement Philosophy

  • Choosing a Measurement Strategy that Works
  • Defining and Understanding ROI (Return on Investment)
  • Purchasing Funnel Metrics (Awareness, Consideration, Preference, Purchase, loyalty)
  • Paid, Earned, Owned Media
  • Community Health
  • Share of Voice and Conversational Sentiment
  • Measuring the Influence of Social Channels
  • The Value of a Facebook Fan
  • The Challenges of Measurement
  • Taking the Next Steps

Chapter 7: How to Choose the Right Vendors, Agencies and Technology Partners)

  • Choosing the Right Technology Partner
    • Understand the Organization, Culture and Leadership
    • Technology Feature Sets
    • Support Models
    • Training
    • Maintenance Considerations
    • Understand the Internal Technology Suite
  • Choosing the Right Social Media/Digital Agency
    • Research the Agency
    • Listen to What They Are Saying
    • Act Personally
    • Evaluate and Make a Decision
  • A Company Point of View to Agency Selection
    • Adobe
    • Intel
    • Cisco
  • An Agency Point of View to Agency Selection
    • Ogilvy
    • WCG
    • Ignite Social Media
  • Cisco Case Study on Vendor Selection
  • Taking the Next Step

Chapter 8: Marketing Investments on the Rise for Social Business Initiatives

  • Demonstrating the Business Value of Social Media
  • How Organizations Are Prioritizing Social Media Budgets
  • How to Determine Budgets for Social Media
  • Taking the Next Step

Chapter 9: Creating a Comprehensive Social Media Strategy

  • Defining the Social Mission, Goals, Objectives, Strategy and Tactics
  • The Mission of Social
  • The Social Goals and Objectives
  • The Social Strategy
  • Social Tactical Plans
  • Understanding Audience Segmentation
  • Global considerations of Social Media
    • Snapshot of Social Media Usage in Latin America
    • Snapshot of Social Media Usage in Europe
    • Snapshot of Social Media Usage in Asia Pacific
  • Integrating Social with Paid Media
  • Taking the Next Steps

Chapter 10: The rise of Customer Advocacy

  • The Difference Between Influencers and Advocates
  • Advocates love the brand and tell others too
  • Measuring the reach of Influencer and Advocates
  • The “Advocate” Purchase Funnel
  • How to Create an Customer Advocacy Program
  • Organizational Readiness
  • Finding the Right Advocates
  • Choosing the Right Advocate Platform
  • Eloqua Case Study on Brand Advocacy
  • Taking the Next Steps

Chapter 11: Ethical Bribe – Relevant Content Matters

  • Relevant Content Creates Business Value
  • Relevant Content Adds Value to the Conversation
  • Relevant Content Positions the Brand as a Trusted Advisor
  • Relevant Content is Authentic and Believable
  • Relevant Content Build Trust with the Community
  • Relevant Content Happens as a Result of Listening
  • Relevant Content Increases the Reach of Branded Messages
  • Relevant Content Increases the “Organic” Search Results
  • Taking the Next Steps

Chapter 12: EMC and Intel: Examples of a Social Business

  • EMC Corporation
  • The Early Days of Social
  • EMC Experiences Strong “Internal” Community Growth
  • EMC’s Decision to Start Internally First
  • EMC Opens Up The Corporate Firewall
  • EMC’s Social Footprint
  • EMC’s Organizational Model
  • Intel Corporation
  • The Early Days of Social
  • The Evolution into a Social Business
  • Intel Social Media Footprint Focuses on Employees
  • Social Media Ownership at Intel