Corporate Transformation

How to do real-world Social Media in an Enterprise - it's NOT Vanilla Ice Cream!

I'd like to share with you the work I'm doing on "The Social Value Chain".  

This is quite important for all Enterprises, Organizations, Operating Corporations, Multi-Product - Multi-National Companies and PE Firms, since the Social "stuff" floating around all over today does NOT work well for the Enterprise.  

It appears that every other Consultant on the street today is a “Digital Media Strategist”.  Every marketer became a Social Community Expert.  Graphic Designers have become Social Platform Builders.  And the hype around “Social” continues …

For an Enterprise, a Corporation and real operating entities, the value of “Social” is NOT uni-dimensional.  Nor is it in a single corporate Blog, a plain-jane Twitter account or even in a copycat Social Community tool.

An Enterprise can benefit more so from “Social” than a flat organization.  The real impact of Social Media and Social Communities lies hidden inside a corporation's Value Chain and in their operational efficiencies. Remember Michael Porter’s Value Chain?

To implement an effective Social Media & Community Strategy, you need a Social Value Chain Methodology that delivers improved Sales, Marketing, Operational efficiencies, Brand/Customer Loyalty and Financial results - throughout the entire Value/Supply Chain.

All (that I've seen to date) of the so-called Social Media Strategists completely ignore the Value Chain - because they don't have broad Operational experience!  As an example of successful implementation, by embedding a Social Value Chain in one company, a number of complete Business Processes have been replaced with a less expensive alternative - powered by Social Communities!

The Social Value Chain requires a seasoned understanding of the Supply/Demand Chain, the entire enterprise’s Value Chain, operational KPI’s and a deep, visceral mindset that thinks in terms of Social Media & Community persona's.

Oh, and by the way, you would be well advised to use a Methodology that seamlessly melds the above.

Is your Value Chain “Social”? Is it plain Vanilla?

Here is how a Corporation / Enterprise implements real Social Media Strategy & Methodology across all of it's Value Chain: http://slidesha.re/d5C9I9  

Ytzik Aranov

Social Media Architecture - all the Rage!

Hey, what's all the rage today?

Social Media. 

It's like saying the word "Alchemist" in the first Millennia, or "Wizard" in the Middle Ages, or "Freemason" in the 1800's, or Web 2.0 in the early 2000's.  It invokes visions of the secret, dark arts.  It gives one the stamp of "I know the real state of the world".  It attempts to connotate that all previous attempts at web marketing are useless now and there is a new paradigm dimension one must enter.

You know, it's funny, though, that I see whenever many of these "paradigms" pop up (unless they are a truly new technological discovery), the common theme among them all really is "Common Sense".

Unfortunately, we have all lost our common sense here and are being made to believe that Social Media Marketing & Networking is some new technological discovery that obsoletes all before it and if you are not on the bandwagon, then, well, you must be over the age of 25 or senile!

It's how to apply Social Media to your business that makes the difference and makes it effective - or not.

My good friend and one of the foremost Social Media Architecture & Marketing experts I know today, Alex Romanovich, founded a Think Tank called "Social2B"  - of which I'm honored to be a participant in.

Alex publicly asked the question on LinkedIn

What role do you think that Social Media Marketing 'Architecture' will play in the success of a company?"

My answer is very simple - and it's Common Sense!

Like all Information Technology Architectures, the Social Media Architecture is no different. 

A company must first define who are their Customers/Constituents, the desired results (Sales, Loyalty, etc.), the Product/Line/Service mix, the Marketplace into which they are selling, the data associated with the Customer/Product/Service/Market, the Business Processes, corporate goals, etc. 

Once that is mapped, then a Social Media Marketing Map is created that identifies where the Customers, Suppliers, Service Providers, etc., are located. This is obviously created based on the intersects between where they are and data from Step 1. Then both data architectures (e.g., the results of the analysis) are mapped to each other - and then an Architecture with a Social Media Marketing Strategy & Social Media Marketing Campaigns emerge. 

Jumping into Blogging, or Social Communities or Facebook, etc., without conducting the preliminary analysis and Strategic mapping is like driving to a meeting while hoping that on the way, the people you are meeting with will give you the address. 

Think, Then Do! 
Measure Twice - Cut Once!! 

Ytzik Aranov

>> See Alex's question and a number of answers here.

The TechComDev Service - what is it?

Welcome to the rollout of our new TechComDev Service.

This hands-on Advisory & Consulting service provides our Clients with deep expertise and track record in:

• Technology Commercialization
• Global Business Development
• Strategic Partnering
• Outsourced business advisory services
• and more

The "B" ( Brand ) Word

This "Branding" concept needs some serious clarification.

On page 56 of Aug 3 2009 Business Week:

 "A company's worth is rarely equal to the sum of its assets. Most corporations hold intangible value. An important case in point: brand image. At the 2004 World Economic Forum,59% of top executives said brand represents more than 40% of a company's market capitalization. The past year has made all too clear that a company's image is no guarantee of future performance. But data show top names tend to outperform over the long run. In the short term, spin-offs are a likely winner: once separated from its parent company, the new entity's management can focus better, improve efficiencies and realize untapped brand potential"

 ...The Top Companies on the Business Week/Internbrand 2008 Best Global Brands list have beaten the Standard and Poor 500 by seven percentage points on average so far this year....

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OK, so much for Brands (notice the capital 'B').  However, 99.9 percent of companies out there are not established brands and do not have years of market penetration, loyal customers and resources to build a Brand.

However, every company (and for that matter, every individual - yes, YOU are a brand!) has a brand (note the little 'b'). The brand has value.  That value is predominantly in the mind of the owner/management and not in the public's eye. However, there is a brand there.

This value is not the same in the eyes of a financial adviser, M&A specialist or the public markets.  But having said that, it may acquire a goodwill value value or a subjective value when selling your company, however, it is intangible and subject to a creative accounting and financial engineering exercise.  It has no proven public value. Not yet.

Your task as owner/executive or as adviser to the company is to enhance, accelerate and extend the brand into a Brand.  Think of yourself as a Sculptor.  Your job is to take that great big rock and unlock/unleash the form you see hidden in the rock.  That is the Brand you are trying to extract from the company.  And yes, while a science, the 'art' part of it requires an artist to help you out with it.

The biggest mistake owners/executives make today, is to assume that enhancing a brand (or Brand) is to create a new logo and letterhead.  

That is not branding.  Branding is a strategy, a mindset, a way of life, a methodology and the "great clarifier".  To effectively extend and enhance a brand, one needs a methodology that includes customer segmentation and building a matrix of brand identity across all customer segments and brand penetration that matches.  Brand management, brand maintenance, brand crossover, and constant brand acceleration.  The process will release you.  The process will force you to fine-tune the value hidden in the company.

Historically, a re-Branding activity in many case has resulted in an increase in valuation of anywhere from a few % points in value to a 20% increase in value.  It's like painting your house before you sell it - you get a better price for the house after it's painted and renovated!

Funds managers, M&A firms and company acquirers would do well to ensure that the brand is rightly created and maintained prior to any major activity.  Owners/executives need to watch Brand Value constantly and tweak it as necessary, as it will allow you to soar to heights not imagined before. 

And find a good "Brand Artist" to help you with the art part!