What Is Social Business? Peter Kim on BEHIND THE BRAND

TL;DR

Social business means understanding how people connect and using technology to deliver business results in ways that suit how customers want to engage. Peter Kim, author of “Social Business by Design,” explains why social media is only one part of this broader concept and why organizational structures, tools, policies, and procedures matter. Read on to see how businesses can deepen and widen person-to-person relationships.

Transcript

behind the brand features the people who are making things happen get the insight to grow your Biz from experts who've done it get behind the brand hi I'm Brian Eliot welcome to another edition of behind the brand today I'm here with Peter Kim author of the book social business by Design Pete welcome to the show thanks Brian I usually ask my guests... Read More

Key Insights

• 👨‍💼 Social business is about meeting customers where they are and delivering what they want through technology.
• 👨‍💼 Technology advancements have provided businesses with more opportunities to engage with customers.
• 👻 Social media is a subset of social business, allowing for two-way interaction between brands and consumers.
• 🔉 Internal structures and processes are essential for effectively utilizing social media.
• 👻 Entrepreneurship within established brands allows for experimentation and contribution without starting from scratch.
• 👻 It is crucial for organizations to find a balance between allowing employees to be entrepreneurial and maintaining focus on business results.
• 🤪 Social business goes beyond social media and encompasses various disciplines such as community management and customer engagement.

Questions & Answers

Q: What is social business in simple terms?

Peter Kim defines social business as understanding how people connect and delivering business results in ways that suit how they want to connect. It means giving customers what they want and meeting them where they are going as technology and behavior evolve.

Q: How does social media fit within social business?

Social media is a subset of the broader concept of social business. It provides a visible, external way for brands and consumers to have a two-way conversation, while social business also addresses the organization and processes behind that engagement.

Q: What is the difference between the old web and social business?

The web used to operate largely as a one-way street. Social tools now let brands have a personality, voice, and face while giving consumers a voice and enabling dialogue between both sides.

Q: What human tendency is central to social business?

Peter Kim focuses on the fundamental human need and desire to connect. Social business uses available cultural and technology trends to turn that tendency into business outcomes.

Q: Which technology developments created more opportunities for social business?

Kim points to advances in semiconductors, storage costs, processor power, and the availability of over-the-air and wired networks. Together, these developments give businesses more opportunities to connect with people than before.

Q: Why do internal structures and processes matter in social business?

Visible social media campaigns depend on less-visible organizational foundations. Companies must consider their organizational structure, tools, policies, and procedures if they want to set social media efforts up for success.

Q: Why can small and medium businesses be well positioned for social business?

Small and medium business owners may find it easier to create person-to-person relationships. Kim says social tools and tactics can help make those existing relationships deeper and wider.

Q: What was Peter Kim’s career path into social business?

Kim began in strategy consulting focused on the electric utility industry, then attended business school and joined Razorfish as the internet expanded. He later ran global digital work at Puma, explored the emerging social media field at Forrester Research, and joined Razorfish co-founder Jeff Dachis to start what became Dachis Group.

Summary & Key Takeaways

• Peter Kim, author of "Social Business by Design," discusses his career journey and how he got into the field of social business.

• Social business is about meeting customers where they are and giving them what they want through technological advancements.

• Technology has evolved over the years, providing more opportunities for businesses to engage with customers and drive business outcomes.