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Social Business: Culture Eats Strategy for Lunch

lunch
January 30, 2012

Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

This post was originally published on Michael Brito’s blog Britopian.

In the following video, Chris Heuer interviews Sandy Carter, Vice President of Social Business Evangelism at IBM.  The interview is 17 minutes long but the key takeaway is that “Culture Eats Strategy for Lunch”.

What this means to me is that the backbone of social business transformation has to be grounded on behavior change (culture) – not technology, not social media, not process. In order for effective change to become an epidemic, a certain level of trust needs to manifest itself within an …

New Thought Leadership Is Needed For Social CRM

socialCRM
January 2, 2012

Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

This post was originally published on Britopian.com.

For the last year, I have tried to engage with the small circle of social CRM influencers.  I have followed many of them on Twitter; retweeted their good content, linked to them from my blog posts and tried to engage with them on a variety of different levels.  Not to debate but to learn.  I am trying to figure out what it is they know that I don’t know. Is there some secret formula to social CRM that’s hidden in their brains that they only share with each other, like the Illuminati?

Perhaps I am not taken very s…

Expert Perspectives On Social Business

idea
December 20, 2011

Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

Originally published on Britopian.com

It’s not just Sandy Carter from IBM leading the social business charge. It’s IBM, as an organization – their employees globally sharing, collaborating and communicating the importance of social business transformation.

In the following video, Ofer Guetta of IBM says that “innovation is one of the primary benefits of a social business. It’s about bringing people into that conversation around concepts like new business process or how to improve a product or design.” John Mell, also from IBM continues … “the more organizati…

5 Steps To A Social Business That Delivers Real Economic Business Value

Dollar Bill
December 7, 2011

Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

Originally posted on Social Business News.

Research from consulting firm, Bain & Company revealed that organizations that have adopted social media early on (Dell, Wal-Mart*, Starbucks*, JetBlue and American Express) have captured real economic business value from their budget investments.

Bain found that that customers who engage with companies via social media channels spend 20% to 40% more money with those companies than other customers. They also demonstrate a deeper emotional commitment to the companies, granting them an average 33 points higher Net Promoter® sco…

The 4 Pillars of a Customer Advocate Program

4_pillars
November 23, 2011

Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

Originally posted on Britopian.

I write a lot about customer advocacy. I am kind of obsessed with it. I am also vocal about the differences between advocates and influencers and I am often criticized about how I define each. Nonetheless, an advocate is someone that talks about a product or brand even if the brand isn’t listening. They have a high degree of affinity or what I call “emotional equity” towards the brand for a variety of reasons. An influencer, on the other hand, is someone with significant reach (fans, followers, friends), usually a high Klout score and oft…

Study Reveals Huge Investments for Social Business Initiatives; Not Just Social Media

brito post
November 3, 2011

Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

Originally posted on Britopian.

Booz & Co. and Buddy Media just released a report titled “Campaigns to Capabilities: Social Media and Marketing” where they surveyed managers from Fortune 100 companies and found that social media will become a higher percentage of total digital marketing budgets over the next three years.

The good news is that much of this spend will be focused on internal, social business activities. According to the report, 65% of respondents said they have plans in place to improve and revamp social media policies, 63% have plans for integratio…

When Social Media and the Workplace Collide

birto post
October 20, 2011

Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

Originally posted on Britopian.

Managing employee’s use of social media is certainly a tricky area that employers are dealing with today. According to a recent study by DLA Piper, one third of employers have disciplined employees for something posted on a social media site. The research also found that 21% or employers had to give their employees a warning for posting something derogatory about a colleague or about the business itself. Despite this only a quarter of the businesses within the study have a social media policy. That, in itself, is a huge problem. Other findin…

The Social Business Value Creation Model

circles
October 11, 2011

Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

Originally posted on Britopian.

Social Business isn’t a theory, buzz word or the “Next Big Thing”. It’s simply a natural business evolution. It’s why companies like Accenture, Deloitte, KPMG and others have been in business and profitable for several decades, and in some cases, over 100 years. They help companies change behavior, improve processes and expand into new markets because the dynamic nature of business is consistently changing. And, many of the traditional management consulting firms are now expanding their service offerings to include “social” (fill…

The Social Business and the Social Brand

headset
October 5, 2011

Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

Originally posted at InformationWeek.

They’re different–and the same. For starters, there needs to be consistent alignment between the two to generate true business results.

There’s some confusion in the marketplace about the difference between a social brand and a social business. First, a couple of quick definitions:

A social brand is any company, product, or individual that uses social technologies to communicate with social customers, their partners and constituencies, or the general public. A social business is any company that has integrated and operationalized s…

Buffer App Increases Engagement on Twitter

twitter
September 12, 2011

Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

I recently started using Buffer to help manage my tweets. A lot of times, I go in these really weird spurts where I don’t tweet for 8 hours and then flood everyone’s stream with a multitude of content in the span of about an hour. You can blame it on A-D-D but certainly Buffer has helped me with this issue.

Buffer works with an algorithm based on research for Twitter peak times. It then picks 4 default times, well spaced out during peak hours between 8am and 8pm and suggests times to share content. Users can change their settings at any time. Dan Zarrella, Chief Scientist…

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