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The Five Stages of Social Business Transformation

Social Business 30 Nov 2011
8 Comments

The above image was taken from a deck that Chris Carfi from Ant’s Eye View put together.

The Social Engagement Journey illustrates how organizations are slowly evolving from a traditional, command & control type of entity to a fully engaged, open and yes .. transparent unit where social processes and workflows are embedded internally within operations, support, marketing, HR, Supply Chain and everyone else.

Two comments that I have about this are (1) social business transformation is about value creation for not only customers and their experiences with the brand but also the personal relationships that exist behind the firewall between employees and partners. And (2), the infrastructure of this journey has to be rooted in change management; meaning, for organizations to truly evolve and be “fully engaged” behaviors have to change.

Here is the full presentation.

Social Business 2012

About the author

Michael Brito

Michael Brito is a Senior Vice President of Social Business Planning at Edelman Digital. He helps his clients transform their organizations to be more open, collaborative and socially proficient; with the end result of creating shared value with employees, partners and customers. Prior to Edelman, Michael worked for Intel and Hewlett Packard in various social media marketing roles. Opinions posted here are his own. Feel free to follow him on Twitter, subscribe to this blog or read some more of his content on Social Business News.

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  • http://www.lucaleonardini.com/en Luca Leonardini

    Thank you for sharing such an incredibly valuable content. The post, the presentation and The Social Customer Manifesto are super-great content to empower new ideas.

  • http://twitter.com/ccarfi christopher carfi

    Michael, thanks for sharing this, and thanks for the good words!

  • http://twitter.com/jwongjk Jan Wong

    Great stuff. I like how you put them in stages. Just thinking out loud – will the stages be more accurate if it is a cycle instead? After all, social businesses continues to evolve as the mediums evolve.

  • http://twitter.com/ccarfi christopher carfi

    Hi Jan- You certainly can think of it as a cycle, although the organizational change component really is more typically an evolution. Although the media and channels evolve over time, the organizational capabilities and processes should hold pretty fast even if the tools change on top of those processes. That said, we have seen cases where enterprises move backward in the progression (e.g. from Stage 3 to Stage 2) when a significant event occurs (oftentimes when a key executive leaves the organization).

  • http://www.socialcubix.com/services/facebook/application-development facebook developer

    yes jan wong,
    i agree with you.

  • Pretty Ponies

    Awareness > Weak Tie > Building > Strong Tie > Building…Repeat.

  • http://www.kooldesignfactory.com web design services

    To be honest i was unaware about these technicalities and just go on, before read your post i use social media for my business marketing without any planing and techniques, but now after read your post i can easily understand the technicalities about it.

  • http://www.flash-design-india.com/flash-3D-application.php seo_jayati

    Great post.I just want to say that the way you have defined the social media transformation is really nice and i have learned a lot from this post.

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