[eBook Code] The Seven Success Factors of Social Business Strategy (eBook Code, 1st)

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