Smart Business, Social Business

Michael Brito is a vice president at Edelman Digital and leads the digital team in Silicon Valley. He provides strategic counsel, guidance, and best practices to several of Edelman’s top global tech accounts and is responsible for driving new business, growing existing business, mentoring junior staff members, and maintaining strong client relationships. Previously, Michael worked for major companies in Silicon Valley, including Sony Electronics, Hewlett Packard, Yahoo!, and Intel Corporation, working in various marketing, social media, and community management roles.   He is the founder of Silicon Valley Tweetup and is actively involved in the Social Media Club, Silicon Valley Chapter. He is a business advisor for the social media marketing company Izea and online resource MarketingZone.com; a business advisor to Lonesome George & Co.; and he is an early investor of social business hub OneForty. He is a frequent speaker at industry conferences as well as a guest lecturer at various universities, including Cal Berkeley, the University of San Francisco, Stanford University, Syracuse University, and Saint Mary’s College of California. Michael has a Bachelor of Arts in Business degree from Saint Mary’s College and a Master of Science, Integrated Marketing Communications degree from Golden Gate University. He proudly served eight years in the United States Marine Corps.   Michael believes that marketing can be evil at times; but if done right, it can drive customer loyalty, product innovation, and brand advocacy. He believes that marketers need to spend more time listening to the social customer and less time sending one-way marketing messages. He is confident that if brands love their customers, they’ll love them back and tell others about it. He also believes that organizations cannot and will not have effective, external conversations with consumers, unless they can have effective internal conversations first.  

Foreword by Brian Solis     xvii

 

Introduction     1

Chapters at a Glance     4

Based on Actual Events     7

 

Chapter 1:  Human Capital, Evolved     9

Driving Cultural Change in the Social Business     10

Tearing Down the Silos for Organizational Growth     13

Communicating Successful Failures     16

   Qantas Airlines: No Crash, Despite Lots of Rumors     16

   Domino’s Pizza YouTube Crisis     17

   Motrin: Does Anyone Listen to Baby-Wearing Moms?     18

Gaining Executive Sponsorship to Facilitate Change     20

Activating Employees to Engage in Social Media     21

   Fundamentals of Community Management     24

Establishing Continuity in the Global Landscape     26

Standard Organizational Models for the Social Business     29

Who Really Owns Social Media?     34

Taking the Next Steps     34

 

Chapter 2:  Surveying the Technology Supermarket     37

Choosing the Right Social Software     39

   Jive     39

   Microsoft SharePoint     41

   IBM     41

   Box.net     41

   Tibbr     42

   Yammer     42

   Cisco WebEx Meeting Center     43

Social Listening Software Commoditized     44

   Radian6     44

   Lithium Social Media Monitoring (Formerly ScoutLabs)     46

   Meltwater Buzz     47

Social Relationship Management Applications     48

   Sprinklr     49

   Awareness     49

   The Syncapse Platform     49

   Hearsay Social     50

   Real-Time Analytics and Publishing Efficiencies     51

The Future of External Social Technologies     52

   The Entire Internet Will Be Facebook     53

   Network Consolidation     54

Taking the Next Steps     56

   Social Technologies     56

   Build a Listening Station: Listen and Act     57

 

Chapter 3:  Establishing a Governance Model     59

Crafting Social Media Policies and Procedures     62

   Transparency and Disclosure     66

   Moderation     66

Training and Organizational Intelligence     68

   Noncompetitive Collaboration     71

Social Media Executive Councils     72

Taking the Next Step     73

 

Chapter 4:  Embracing the Social Customer     77

The Value of a Social Media Practitioner     78

   Hiring Social Media Practitioners     79

   Corporate Profiles Versus Personal Profiles     81

Integrating Customer Support into Social Media     83

   Comcast     85

   Best Buy Twelpforce     85

   Zappos     86

Using Social Media to Solicit Product Feedback and Innovation     87

   Dell IdeaStorm     88

   MyStarbucksIdea     88

   Intel’s Ajay Bhatt T-Shirts     89

Taking the Next Step     90

 

Chapter 5:  In Response to the Social Customer: Social CRM     93

Various Definitions of Social CRM     95

The Social CRM Response Process and Workflow     96

Applications of Social CRM     99

   The Venting Customer     99

   The Passive Customer     100

   The “Used-to-Be” Customer     100

   The Collaborative Customer     100

   The Customer Advocate     101

   The Future Customer     101

Social CRM Roles and Responsibilities     102

A Look at Social CRM Vendors     103

   SugarCRM     104

   Pivotal Social CRM 6.0     105

   Nimble     106

Taking the Next Steps     107

 

Chapter 6:  Establishing a Measurement Philosophy     109

Choosing a Measurement Strategy That Works     111

   Defining and Understanding ROI     111

   Purchase Funnel Metrics     112

   Awareness     112

   Consideration and Preference     114

   Purchase     115

   Advocacy     115

   Paid, Earned, and Owned Media Value     117

   Community Health Metrics     119

Share of Voice and Conversational Sentiment     120

Measuring the Influence of Social Channels     121

The Value of a Facebook Fan     123

The Challenges of Measurement     125

Taking the Next Steps     126

 

Chapter 7:  How to Choose the Right Vendors, Agencies, and Technology Partners     129

Choosing the Right Technology Partner     130

   Understand the Organization, Culture, and Leadership     131

   Understand the Internal Technology Suite     132

   Technology Feature Sets     133

   Support Models     134

   Training     134

   Maintenance Considerations     135

Choosing the Right Social Media/Digital Agency     135

   Research the Agency     136

   Listen to What They Are Saying     137

   Act Personally     138

   Evaluate and Make a Decision     138

A Company Point of View to Agency Selection     139

   An Agency Point of View to Agency Selection     142

A Cisco Case Study on Vendor Selection     144

Taking the Next Step     146

 

Chapter 8:  Marketing Investments on the Rise for Social Business Initiatives     149

Demonstrating the Business Value of Social Media to Acquire Budget     152

How Organizations Are Prioritizing Social Media Budgets     156

How to Determine Budgets for Social Media     159

Taking the Next Steps     161

 

Chapter 9:  Creating a Comprehensive Social Media Strategic Plan     165

Defining the Mission, Goals, Objectives, Strategy, and Tactics for a Social Media Plan     167

   The Mission of Social Media     167

   The Social Goals and Objectives     168

   The Social Strategy     169

   Social Media Tactical Plans     169

Understanding Audience Segmentation     170

Global Considerations of Social Media     173

   Snapshot of Social Media Usage in Europe     174

   Snapshot of Social Media Usage in Latin America     176

   Snapshot of Social Media Usage in Asia-Pacific Countries (APAC)     177

Integrating Social Media with Owned and Paid Media     179

Taking the Next Steps     181

 

Chapter 10:  The Rise of Customer Advocacy     185

The Difference Between Influencers and Advocates     187

   Advocates Love the Brand and Tell Others About It     188

   Measuring the Reach of Influencers and Advocates     190

The “Advocate” Purchase Funnel     191

The Various Segments of Customer Advocacy     192

How to Create a Customer Advocacy Program     193

   Organizational Readiness     193

   Finding the Right Advocates     195

   Choosing the Right Advocate Platform     195

Eloqua Case Study on Brand Advocacy     198

Taking the Next Steps     200

 

Chapter 11:  Ethical Bribe: Relevant Content Matters     203

Relevant Content Creates Business Value     207

   Relevant Content Adds Value to the Conversation     208

Relevant Content Happens as a Result of Listening     210

   Relevant Content Positions the Brand as a Trusted Advisor     211

   Relevant Content Is Authentic and Believable     212

   Relevant Content Builds Trust with the Community     213

   Relevant Content Increases the Reach of Branded Messages     214

   Relevant Content Increases the “Organic” Search Results     215

Taking the Next Steps     217

 

Chapter 12:  Social Businesses in the Real World: EMC and Intel     221

EMC’s Social Business Evolution     223

   The Early Days of Social Media     224

   EMC Experiences Strong Internal Community Growth     225

   EMC’s Decision to Start Internally First     226

   EMC Opens Up the Corporate Firewall     229

   EMC’s Social Footprint     230

   EMC’s Organizational Model and Governance     231

Intel’s Social Business Evolution     231

   The Early Days of Social Media at Intel     232

   The Establishment of the Social Media Center of Excellence     234

   Intel Social Media Footprint Focuses on Employees     236

   Social Media Ownership of Intel     237

Conclusion     237

 

Index     239