Case Studies

The Real Evolution of Social Business

By December 5, 2013

Social media, social engagement, social content, social, social, social. Sometimes it seems that social is getting in its own way and hampering full organizational adoption in business. Many business leaders are beginning to get beyond thinking of social as a technology movement and now understanding that it’s a matter of collaboration, transparency and communication. Businesses […]

State of Social BusinessSocial media, social engagement, social content, social, social, social. Sometimes it seems that social is getting in its own way and hampering full organizational adoption in business. Many business leaders are beginning to get beyond thinking of social as a technology movement and now understanding that it’s a matter of collaboration, transparency and communication. Businesses that see the value in enriching relationships with employees and customers are creating strategies for evolving into a more social business.

Last month, Charlene Li and Brian Solis published their latest Altimeter Group report, “The State of Social Business 2013.” In their research, they were surprised that businesses were still unsure of the role social media played enterprise-wide, beyond marketing and communications. Many, they found, were limited in scope and not universal in engagement with customers, employees, suppliers, partners, community, et al. Specifically, they learned that…

  • Only half (52%) of companies say that their executives are informed, engaged, and aligned with the enterprise social strategy
  • A mere 26% of organizations self-describe as being “holistic” in their social media approach, where business functions operate against an enterprise-level vision and strategy
  • Just 17% of organizations self-described as being truly “strategic” in the execution of their social strategies

This month they are releasing the data charts from the latest report, plus additional material, to help strategists learn how to amplify or accelerate their social business strategy. I’m providing them here because I want you to use them to educate your business leaders, clients, students, etc. The charts are available as stand-alone images on Flickr or as a complete deck via Slideshare. This information is made available freely as part of Altimeter’s open research program. You are free to use the images or slides at work, in posts, on stage, or whichever way that helps you make a point or case.

Along with highlighting major issues (and opportunities) through this survey data, the presentation includes perspectives and inspirational quotes from executives and strategists at Sephora, Adobe, ARAMARK, Ford, Fidelity, Royal Dutch Shell, Wells Fargo among others.

 

 

Categories : Case Studies | marketing | research | social business (0) Comment

The Official Facebook Marketing Guide

By May 12, 2011

Reminiscent of the Twitter Guide for Business, Facebook has now released the Best Practice Guide: Marketing on Facebook. It’s the official resource on how to make the best use of Facebook’s advertising products, analytics, social plugins and a host of resources to grow your business. The introduction states that Facebook “allows businesses to create rich social experiences, […]

Reminiscent of the Twitter Guide for Business, Facebook has now released the Best Practice Guide: Marketing on Facebook. It’s the official resource on how to make the best use of Facebook’s advertising products, analytics, social plugins and a host of resources to grow your business.

The introduction states that Facebook “allows businesses to create rich social experiences, build lasting relationships and amplify the most powerful type of marketing – word of mouth.” The guide further defines that they call the Facebook Ecosystem of Build, Engage and Amplify.

The heart of the guide is divided into two parts. The first is the Five Guiding Principles of best practices for Facebook marketing, but they also apply to any Social Business Marketing efforts:

Five Guiding Principles

  1. Build a strategy that is social by design
  2. Create an authentic brand voice
  3. Make it interactive
  4. Nurture your relationships
  5. Keep learning

The second part of the guide provides key business objectives and for each one describes a five-step process for achieving those objectives.

Facebook By Business Objective

  1. Foster product development and innovation
  2. Generate awareness
  3. Drive preference and differentiation
  4. Increase traffic and sales
  5. Build loyalty and deepen relationships
  6. Amplify recommendation and word of mouth
  7. Gain insights

The real-world value come from the examples they give of how prominent brands (Levis, Clorox, M&M’s, Adidas, OnStar, Alamo, and more) have used the Facebook Ecosystem to accomplish their goals. For learning about social business, it doesn’t get any better than that. Well, it does actually, but only if I work with you to do the same for your brand (just let me know if you’d like to talk about it).

Oh, one last thing: Here’s the link to download the PDF file of: Best Practice Guide: Marketing on Facebook .

Categories : Case Studies | Facebook | marketing | SocialMedia (0) Comment