By Mike Stiles on Feb 04, 2014
As organizations have moved through their social strategies in fits and starts, it’s likely many have wished there were some sort of handbook for just how to become a social business in the truest, most effective sense of the term. Well, there’s good news about that.
The Altimeter Group, on behalf of Oracle, has put together the clearest, most detailed path yet seen toward achieving just that, “Delivering on the Promise of the Social Business.” And at a cost of free, it’s quite a worthwhile download.
It should come as welcome relief to managers who had control wrested out their hands by the social and customer experience revolutions, and who desire to get some of that control and order back, with sensible social strategies employed both in their external communications and their internal workflows.
The eBook’s authors point out enterprise orgs have an average of 178 social accounts, with some 13 departments actively engaging on social. Yes the concept of the social business is emerging, but with major challenges around all these disparate, non-strategic, ad-hoc, non-integrated social approaches…all being executed in the silos of yesterday’s organizational structures.
If you don’t have the right systems, training, tools, or people to execute social at scale, don’t be overly hard on yourself. You’re hardly alone. New ways of thinking, collaborating, and operating are needed across people, processes, and technology. And this eBook reveals the value of those transformations.
The value of becoming a social business exists across the entire enterprise:
- Marketing and Communications – example: right-time & real-time marketing
- Sales – example: using social signals to prioritize and score leads.
- Customer Care – example: faster response times at potentially lower costs.
- HR and Talent Management: example: social recruiting.
- Product Development – example: opening up internal innovation.
- Internal Collaboration – example: collective expertise to propagate best practices.
You’ll learn the 6 stages of social business maturity, measured by how aligned social is with business goals and how aligned the org is to allow for proper execution. And as a social leader inside your organization, you’ll learn what your priorities should be, from making sure strategy lines up with business goals to showcasing results to the right people.
Will you ever be 100% of the way “there” as a social business? Of course not. Our new reality is that new ways to communicate, collaborate and execute present themselves continuously. This is a journey, not a destination. But if you’re going to go on a journey, a guide sure can come in handy.
Photo: Benjamin Earwicker, stock.xchng