Social Transformation: From Social Media to Social Business

From Social Media to Social Business

Social Media is more than just a trend: New rules of communication change the customer beaviour in the B2B and B2C markets. In their „Social Transformation Model“ , ambuzzador describes how companies can use the success factors of social media for more business. Organisations generate additional innovation power and business impact as processes can be adopted in real time and employees operate self-dependent.

Social media has not only opened new ways of communication and distribution throughout all industries, also new business models are made possible through participative communication in real time. The phenomenon of democratised communication is cultivated within the context of businesses: The brand and its reputation are no longer in the hands of businesses – customers and fans manifest their own image of the brand when the document their experiences with the brand online.

Use social media success factors for your own business

The ambuzzador philosophy: To recognise and utilize the factors that made social media so successful in the long run is key for businesses. If you live and integrate the rules of social media in your own organisation , you can transform sentiments, issues and trends into chances in sales, service and customer experience. The needed framework for this transformation needs to be initiated by a clear project order by the managing board.

Transformation: From Social Media to Open Business

In ambuzzador’s model of Social Transformation, brand and community draw closer and closer to each other in six steps until they work with each other naturally. The brand sets the impulse when they start to communicate on different social media platforms with their fans – on a level playing field for the first time. Through the past 6 years, our experience with national and international brands and more than 40 communities in social media shows: As soon as this dialogue gets more intense, social media manager often reach their limit, often due to organisational structures. Fantastic inputs out of the community do not make it to the right place within the organisation in time. The way to implementation is even longer. This way, many impulses from fans come to naught.

Spot and transform opportunities

The next step to evolution needs to be taken inside the organisation and asks for a cultural change with the goal to understand social media overall in the organisation and also use it naturally at every touch point. Processes are newly designed to enable continuous exchange with the community and build the basis for continuous improvement and innovation. To reach this goal, management carries the same responsibility as employees: While management needs to set a clear framework of values to open the organisation, they need brave employees that dare to highlight potential for optimisation in their scope of work – and implement it autonomous.

Strengthen real time innovation power

If the process of continuous improvement is implemented, all communication campaigns gain more impact: In participative campaigns, the community is invited to shape actively and sustainably , or it is even integrated in tangible innovation projects via crowd sourcing. The master class? When the whole business is “social”: Community feedback is reviewed and tested for its business impact and can be transformed quickly. This is a challenge for management culture to make de-centralised decisions possible. Our vision of an open business: Managers become football trainers and trust their team on the field. Sustainable trainings, a realistic self-assessment and the will to take individual responsibility of each and every employee are essential qualities to make this work. But if they do so, brands and communities will get closer together to create opportunities we wouldn’t dream of now.