The integration steps of social media business

The dialog prism (the conversation Prism) is one of the most favored tools for expressing the social networking world, and the inventor of the dialogue prism, Brian Solis, has succinctly and concisely written 10 steps for integrating social media into business.

Here is a demonstration of the 10 stages of the general enterprise's integration into social media

Phase I: Observation and reporting

This is an entry point for companies to better understand market interactions

Listen: Use social media to listen to tools such as Google Alerts, Twitter Search, Radian6 and PR Newswire's Social media Metrics to track the conversation and Master keywords at the first time.

Report: Summarize existing social media conversations into management reports. Such forms of early reporting are designed to provide decision-makers with the information they need to continue digging deeper into social media and its potential impact on business

Stage Two: Develop implementation steps + rehearsals

Once the collection completes early intelligence, the enterprise will develop the implementation steps to join the social media, which is a very interesting process, because the second process joins in with the first process, forming an all-encompassing initial stage. Many companies often first set up an account between multiple social networks, without any plan or purpose, to publish content directly, rather than to fully investigate and choose the best way to participate in social media.

In general, companies that work in advance are given a range of options with a significant return value and target market opportunities,

Network display: Officially "show up" one or more social network platforms, usually Twitter, or Facebook (Fan page), YouTube, and Flickr. The early stages were mostly experimental and less involved in strategic participation.

Analysis: Actively review the frequency of activity (rates mentioned), the emotional distribution structure, the amount of browsing, and the size of the links (friends, followers, fans, etc.). Let managers see the enterprise in social media "show up" and take part in the action of a quick glimpse.

Phase III: Social media

The next stage in the development of new media business is the process of "engaging in conversation".

As enterprises move further towards the stage of social media, they will eventually pay more attention to the audience's reaction, and then respond to the readers ' opinions, promote the conversation content, determine the future participation, and give the human connotation to the network communication.

A representative of an early form of participation, based on the nature of an existing dialogue or reference, combined with activities broadcast, events and announcements in the early stages, this stage usually evokes the responsiveness of the audience,

Quick response: Listen to the intense, viral, and emotional fanaticism that is implicit in order to eliminate the potential PR crisis or ignite a spark of positive support.

Metrics: Documenting the activities mentioned above for further demonstration of the driving elements of social media. This is usually a demonstration of "joining friends, fans, followers, conversations, emotions, mentions, traffic and arrival".

Phase IV: Getting sound and clear goals

This is a powerful milestone for new media and business trends to mature, not only to listen, but also to understand and notice the reactions and aberrant behavior of those locked into the market target audience, to bring those pain points to the surface, to look for sources of ideas, to nurture innovation, to find inspiration, to hear and to feel empathy, We can integrate our sense of purpose into social media programs.

Survey: Review the public's emotional behavior, including negative and neutral comments, research on the trends and final performance of responses, which can be clearly grasped in the market, sales, service and PR relationships, we need to focus on where to go, the level of input, and what kind of emotional voice to send.

Strategic visibility: Introducing relevance and focus attention. You don't need to appear everywhere to increase your exposure, just where you'll be "missed." You know, social web pages are far more all-encompassing than tools like Twitter,blogs and Facebook. The brand Manager searches all the pages and places them where they can spread influential conversations.

Relevance: "Small talk" or aimless propaganda is not an effective strategic communication and participation. This stage reflects the goal, the purpose and the realization of the value of the inquiry. Companies are beginning to understand that Exchange is based on mutual trust and loyalty.

Phase Fifth: Translating language into action

Deeds speak louder than words. Business must depend on action. Once the door to the social consciousness Open, the entrepreneurial spirit throughout the period, change becomes a reality!

Empathy: Social media is a concrete form of the company, it makes us see the people we want to reach, what motivates them? Just by listening and observing is not enough, the ability to truly read a person, including their challenges, goals, ideas and experiences, can make us better connected with them.

Objective: From a simple reaction to a clear purpose, strategic communication will make the two sides mutually beneficial. At this stage, we can completely create a fascinating conversation content and news. In order to be able to persevere, we must convey to the audience some content that he (she) believes in content, deeply touched his (her) heart.

Sixth stage: Brand humanization and defining experience

As Doc Searls said: "There is no market for information." Indeed, the brand will learn how to speak again through emotional localization. From concept to document to distribution, we no longer focus on controlling information. Because this information has been introduced into a real world, we lose control. Our story is shared by one customer to another. This transmission chain forms a powerful link that reveals real reactions, perceptions, and perspectives.

Conversation forces us to form the algorithms of human nature, using it as a pulse of consciousness, trust, and emotion.

The humanization of the brand: when we really understand those who have an impact on the market, we need to provide them with personalized attention and intimate communication. A social version of the brand is necessary to guide the form.

Experience: The experience of our many years of living in a vibrant social ecosystem tells us that online behavior must be more than just sticking to a strong goal, it must also lead to a collision of popularity and flow and ideas. We explore current online features, web pages, processes, and information. We often find that the existing system brings people from a vibrant, interactive journey experience (social network) into a rut (website). It is very important to guide the improvement of the brand when we are going to relocate the experience, prospects and influence of the new customer interaction.

Phase Seventh: Community

The community is an investment in nurturing and integrating affinity, mutual influence, support and loyalty. From the early adoption of new media, the community was not created by the establishment of the social structure. Communities are created and hardened by shared experience and need to be fully committed. As Kathy Sierra once said: If you want to use the brand to replace the session, will let the brand and words lose.

Community recruitment and hiring: As we go through all of these steps as we build communities, we will take the initiative to find the right participants and future ambassadors. We are like the architects of society, for you to create a deep, high rate of return of the relationship network, access to valuable information and links to the shortcut.

Eighth Stage: Social evolution

The effectiveness of listening and echoing is reflected in its ability to inspire and inspire imperceptibly, resulting in inward and outward change, improvement and adaptation, and survivors are not merely tying themselves to social media strategies. Social composition is part of the overall social media integration strategy. This includes how we learn, how to adapt, and ensure that we have a foothold in this fast-growing market.

Social media does not form a climate in the early days, and the introduction of new roles will lead to a combination of teamwork and workflow, which will ultimately require changes in the organization, support for the effectiveness of social media participation, product and other ongoing evolution to ensure brand and product relevance.

Adaptation: In order to be more competitive in the future market, smart and smart to listen, community building and outreach must be consistent with the company to adjust and improve product, service and policy capabilities. In order for the company to be friendly and cooperative with the outside world, we must first promote the internal cooperation. This is an exchange of cooperation between departments and provides a long-term opportunity to implement a sincere approach to participation.

Organizational change: In order to fully support formal social customer relationship management projects, the restructuring of internal teams and processes will become more obligatory. Because social media pursues the characteristics of the ubiquity, it is impossible to entrust a department or operation within an organization with far-reaching effects and effects. Any department will tend to be socialized by the external role. As a result, an integrated, internal-connected brand ambassador network must operate internally to ensure that all departments are consistent in their representation of the brand image. However, in terms of sector and brand hierarchy, successful social media marketing must require governance and accountability. Organizational transformation will be introduced into the Top-down pyramid policy, the entire organization's internal education training and empowerment.

Phase Nineth: Socialization of business processes

Multiple disciplinary training and departments will also be involved in the socialization of behavior, streamlining and management of social workflow requires institutions to be assembled and adapted.

Social Customer Relationship Management: scalability, resource and efficiency needs to be supported to form an improved or entirely new administrative structure, or because of disagreement, so it is better to reorganize the workflow of a customer relationship management type.

Integrating technology, principles, methods and processes into one, social customer relationship management establishes a value chain, which adds vitality to traditional business relationships. An organization evolves as a result of participation, and social customer relationship management is transformed into social relations management-that is, to recognize all participants, not just customers, so that participants are treated equally, fully reflecting our commitment to all areas of influence, and to active listening and active participation.

Phase tenth: Measurement of business performance

There is no doubt that when we report to management, they may not be interested in the transparency and authenticity of social media, because their goal, work center, is to bring the company a profitable return. So, in order to measure the true value of the social media effect, we need to support our behavior with numbers behind us-which will go deep into every phase.

When many experts chatter about the need to measure social participation (in many cases because companies are not able to clearly determine the return on investment that super ads and billboards bring to him), there is no doubt that social media can be measured, using data to explain the problem, guiding the work will undoubtedly inspire our behavior! Whether or not management has such a demand for us, we have to achieve a true and perfect goal that must be confirmed by the assessment of business performance. This is the difference between visibility and existence, in the economic benefits are stressed today, existence is a feeling!

ROI: If it is not enough to understand the number, location, and intrinsic nature of online interactions, it is impossible to truly evaluate the impact of digital footprint and its intrinsic relevance to business. An intrusive social media objective and intent will enable us to truly measure the rate of return on investment. The 10th phase reveals the hidden meanings and opportunities behind the numbers, allowing us to find opportunities for interaction, direction, and action.

Conclusion

This is an extraordinary distance from where we are now to where we are going to arrive. Our next work will focus on narrowing the gap. The particularity of social media is that she always shows in a new way, for example, the above steps only apply to the present and continue to evolve or extend to new technologies and experiences.

Finally, social media is a privilege and a tool-a new opportunity for your business to become more valuable and meaningful!

Original translation from: http://mashable.com/2010/01/11/social-media-integration/

This article link: http://www.socialbeta.cn/articles/social-media-integration-by-solis.html

Translator: Edie, Yu

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