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The Seven Success Factors of Social Business Strategy



The Seven Success Factors of Social Business Strategy

Charlene Li, Brian Solis

ISBN: 978-1-118-71592-5 June 2013 Jossey-Bass 100 Pages


How to align social media with business strategy for real results

For years now, businesses have approached social media in an experimental fashion unconnected to real results. There's a reason why the question about ROI is met with such hostility. But it's time for businesses to get serious about social. In this concise e-book, noted authors and disruptive technology analysts Charlene Li and Brian Solis present seven powerful factors for designing and supporting an effective social business strategy. Li and Solis studied how the best companies create measurable value that aligns with overall business objectives and outline how to incorporate these insights into your strategy and planning process.

Li and Solis focus their findings and recommendations on how to convince and even rally decision makers at the executive level. Based on interviews with thought leaders, surveys, and extensive research, they show you how to define your social strategy, create alignment across the organization, and use that strategy to support overall business success.

  • Offers actionable best practices for getting the most bang for your social marketing buck
  • Explains seven key success factors for effective social marketing that cover everything from long-term vision and executive support to staffing and technology investment
  • Written by Charlene Li, bestselling author of Open Leadership, and Brian Solis, bestselling author of What's the Future of Business, The End of Business as Usual, and Engage

1 The Evolution of Social Business 1

Creating a Coherent Social Business Strategy 3

Introducing the Seven Success Factors of Social Business Strategy 5

How to Use This Book 7

2 Laying Foundations: Goals, Vision, and Executive Support 9

Success Factor #1: Defi ne the Overall Business Goals 9

Identifying Which Goals Matter 10

Exercise: Connect Social Goals to Organizational Goals 12

Tying Social Strategy to Business Goals: The Metric Holy Grail 12

What Happens When Business Goals Aren’t Clear? 15

Success Factor #2: Establish the Long-Term Vision 16

Creating a Vision Statement 18

Exercise: Writing a Vision Statement 19

Success Factor #3: Ensure Executive Support 21

Garnering Executive Engagement 22

Best Practices: Getting Executives Onboard 23

3 Setting the Strategy Roadmap: Identify and Prioritize Initiatives 27

Success Factor #4: Defi ne the Strategy Roadmap 27

Identify Initiatives 29

Learn: Glean insights from social engagement 30

Dialog: Deepen relationships with conversations 33

Support: Assist people and create a great experience in the process 36

Advocate: Enable the best fans to speak on behalf of the organization 38

Innovate: Tap the energy and ideas of others 39

Prioritize Initiatives Against Capabilities and Value 41

Create a Long-Term Roadmap 43

4 Aligning the Organization: Establishing Governance 47

Success Factor #5: Establish Governance and Guidelines 47

Defi ning the CoE 49

Forming a Steering Committee 52

Evolving the CoE into Multiple Hub and Spoke 53

Defi ning Guidelines and Process 53

Beware the Center of Excellence Pitfalls 57

5 Aligning Resources and Technology 59

Success Factor #6: Secure Staff, Resources, and Funding 59

Staffing 60

Education and Best Practice Sharing 61

Funding and the Use of Pilot Programs 63

Success Factor #7: Invest in Technology Platforms That Map to Strategy 64

Plan to Evolve Your Monitoring Platform 65

To Scale, Invest in a Social Media Management System 66

Conclusion 69

Notes 71

Acknowledgments 73

About the Authors 75