Social Business By Design – A Personal Summary (Chapter 14)

Chapter 14 – Building Blocks

The Elements of Social Business

1. Figure 14.1, moving along in a clockwise fashion, give a sense of the broad picture of the elements. Each elements address one or more of the constituent audiences of social business.

Putting Social Business into Context with Digital and Mobile Strategy

Fig 14. 1Putting Social Business into Context with Digital and Mobile Strategy

2. Note the trend of smart mobile devices remaking the end user experience

3.  Elements of Social Business

a.Social Media Marketing

  • One of the first social business activity
  • Common activity along most organization
  • Early adoption has been helped by the perception that it’s the easiest and least risky to start with
  • One of the Most Significant  challenges remains the gap between push marketing and engagement marketing (More effective Results).

b.Demand Generation

  • Consists of targeted digital awareness efforts to drive an understanding of and interest in a product or service.
  • Primarily empolyed in B2B, public sector and longer term B2C sales cycles
  • Involves multiple areas include social media
  • Can be described as the fusion of marketing and sales into a holistic effort.
  • Tools highlighted includes Pardot, Marketo, and Eloqua which can supplement and automate bespoke demand generation process.

c. Search Engine Optimization (SEO)

  • Long-term and vital component of Web strategy
  • Is the intentional treatment of Web markup language to ensure that content is readily discoverable by search engine.
  • Social Business strategies that don’t have an SEO component will result in less discoverable information, lowering their return on Investment.

d. Digital Marketing – Search Engine Marketing (SEM)

  • is the marketing aspect of the practice of optimizing information for discovery in order to promote Web sites and social media to increase their visibility for sales, branding, and other purposes.

e. Social Networking Applications

  • Applications embedded in social networks such as Facebook, it is an increasing form for engagement mechanism.
  • Taps into users’ activity streams and social graph, it have both the immediacy and full social context of their users to create a high-impact and shared social experience.
  • Used for education, productivity, gaming and marketing.

f. Online Advertising

  • Most business today have an online advertising strategy, usually underused in all but the most sophisticated Web industry firms where sophisticated multichannel tools and adaptive ad strategy are commonplace.

g. Social CRM

  • Many aspects of CRM such as sales, marketing, customer services and technical support will benefit from integration with social media.

h. Customer Communities

  • Communities about a brand created by the customers themselves.

i. Community Management

  • Community management provide the necessary oversight, moderation, and support that social media need to drive initial adoption as well as remain successful and sustainable for the long term.

j. Affiliate Portals and Communities

  • Used to service trading partners, franchisees and affiliates where organizations don’t have the staff and this can be done with a fraction of the staff

k. Social Supply Chains and Open API

  • SCM has been least affected by social media.
  • Closed linked to SCM is Open API supported through developer communities enables social SCM.

l.Innovation Management and Crowdsourcing

  • New platforms employing social business approaches for idea management such as Spigit.
  • Crowdsourcing platforms such as Crowdspring, Threadless and Amazon Mechanical Turk is revolutionizing business in how we collaborate directly with the marketplace with their initial efforts or operational investment.

m.Workforce Collaboration

  • Social Media within the organization with social content management tools such as wikis, internal corporate blog or other unsanctioned social tools.
  • With use of social tools, information is found faster, knowledge is retrained better and employees are more efficient and productive when there is widespread social collaboration.

n.Web Presence

  • I figured this is referring to tradditional brochure site where organization just have a web presence.
  • Relevance is steadily being eroded by newer forms of of engagement, including mobile application and social business.

o.Microsites

  • Focused on a very specialized subset of company information.

p.E-commerce

  • Latest development include the rise of social commerce and daily deal services such as Group that connect discount e-commerce to local businesses.

q. Influencer Engagement

  • The idea that opinion makers and thought leaders can be engaged indirectly to take advantage of the audiences they’ve created for themselves, rather than businesses recreating the engagement levels that individuals have already established with the market, is the concept behind influencer engagement.

r. Analytics and Business Intelligence

  • Making use of emerging tools to make sense of vast quantities of data about their workers, customers and business partners.
  • It can be a source of competitive advantage

s. Digital Branding

  • Remains a crucial aspect of Digital Strategy.
  • Brands are increasingly influenced and defined directly by their customers.

t. E-mail Marketing

  • While email is on the decline, it is useful as a notification tool, a viral feedback loops for social activity, and a useful touch point for multichannel CRM and marketing.
  • Email is still necessary for social business.

u. Location-Based Service

  • With GPS on smart mobile devices, opportunities are created to incorporate location awareness to drive marketing, slaes, CRM and operations.
  • However, effective use remains in its infancy for most businesses.

v. Mobility Platform support

  • Typically this refers to support for iOS and Android platforms.
  • Need to develop competency  in mobile application development, operations and management, as well as matching security, analytics, branding , advertising and other related aspect of digital strategy.

w. Mobile Content Enablement

  • Enabling of existing organization information assets on mobile devices.
  • Consideration for user experience is critical and this includes search, consumption, participation and social business intelligence.

x. Consumer and Customer Mobile Applications

  • Mobile apps is becoming a vital and important way to provide digital engagement.
  • This is due to changing habits especially among the under thirties.

y. Mobile Messaging

  • SMS and MMS are among the most popular communication services in the world.
  • Organization have just started to deploy them for CRM, Marketing and to a lsser extent soliciting user input such as surveys and other data collection

z. Mobile Line of Business Aplications

  • Organization are steady experiencing increasing demand for these application.
  • Weaving social business processes or functions will become increasingly common.

aa. Mobile Operations

  • Considerable operational capability and infrastructure development must be carried out, particularly with security and mobile management, in order to deploy strategies in the enterprise.

bb. Mobile Applications Stores

  • Apple apps stores are positioned to be a leading distribution of model for both external and internal mobile application.
  • With these stored viewed as primary means to acquire applications on smart mobile devices, organizations have a considerable amount of work to do to resolve issues around data security, provisioning and governance before they can open up stores inside their organization to handle and use business data.

cc. Mobile Security

  • Not part of digital strategy normally yet a required capability for internal use.
  • This is to ensure that customers and workers have a safe and effective mobile experience for those delivering through digital channels and social business solutions.

dd. Content and Document Management

  • Reconciling the proliferation of social media, content management and document management platforms, many of which also connect to the public and have digital strategy implications is one of the bigger challenges for enterprise information technology departments.

ee. Intranet Strategy

  • Key to workforce engagement, but not typically part of tradditional digital strategy.
  • It is important because workers needs to be more connected to customers and partners through digital channels including social media.
  • Currently only loose integration exist between digital strategy and intranet strategy for most organizations.

ff. Unified Communications

  • Concerned with connecting all types of communication into a single coherent strategy, unified communication have considerable overlap with social media.
  • It is important because workers needs to be more connected to customers and partners through digital channels including social media.
  • Currently only loose integration exist between digital strategy and intranet strategy for most organizations.

gg. Online Video and Audio

  • Social Business strategy should focus on are in persistent multipoint video chat, video archival and search, mobile video, and transaction and SEO capabilities.
  • Digital strategies that treat video as a driver of network effect and accumulated value growth will have the most significant long-term return on investment.
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