Please join me on Wednesday, July 6th at 11:00 AM PST for a webinar about social business. I will be having a discussion with my very good friend and Yammer’s Head of Community, Maria Ogneva. Register here, it’s free! : )
Many of the questions (see below) will be centered on several topics I write about in my social business book, Smart Business, Social Business: A Playbook for Social Media in Your Organization (releasing in late July); and also my new role at Edelman. I was promoted to Senior Vice President, Social Business Planning, where I will be responsible for building out the Social Business Planning discipline along with David Armano, and others in the firm across geographies helping current and future clients make the transformation to not only social brand, but ultimately social business.
Thank you to Yammer and of course Maria for this great opportunity for me to share my thoughts and opinions about the evolution of social business.
Social business
- What prompted you to write this book?
- What is a social business? Is it just a new buzzword?
- What’s the mission of social in a social business?
- What is a social brand? What makes it social?
- Who is this social customer? Why does she matter?
- What do you think she wants from us, businesses and brands?
- In your book, you list great ideas of companies who leverage the customer ideation process into creating champions and creating better products. Tell me more about that. What are some caveats for companies wanting to crowdsource?
Organizational dynamics
- Being able to respond to a social customer is a truly cross-functional effort. What is your advice in getting everyone aligned and working together: sales, support, SM, product etc? How do you activate employees to engage?
- In you book you start out by talking about cultural change – why is that?
- How important is it to get executive support for social initiatives? How DO you get it?
- You mention tearing down the silos for organizational growth. Our mission is to tear down silos also. What recommendations do you have for companies who want to tear down the silos?
- You talk about standard organizational models for the social business. What are those?
- What does governance mean to you? Is there a difference between governance and policy?
- Who should “own” social in an organization?
Measurement
- Let’s talk about measurement. Why is it important?
- The key thing is to tie metrics to business goals. How does one do that?
- How do you measure health of the community?
- What’s the difference between fan, influencer, and advocate? Do they all have to be customers?
Trends
- In your book, you explore the landscape for social software like Yammer, listening software like R6, social relationsip management, analytics platforms, etc. What are the big trends that you are seeing now?
I write at length about this very topic in my upcoming book , Smart Business, Social Business: A Playbook for Social Media in Your Organization scheduled to be released in July 2011. You can pre-order by clicking on the below social business book cover. 100% of all book royalties are being donated to Not For Sale; a global non profit organization trying to abolish human and sex trafficking. Thank you for your support.
