Social Business:

Strategies for engaging customers and employees to create sustained value


Social media is transforming the way business is conducted: new ways for customer engagement and loyalty;  new ways to innovate and drive efficiency across the supply chain.


Yet, most executives and managers are struggling to get a handle on it all – why they are participating and how to measure success?  The typical response is to “run a pilot” and see what sticks. But this approach focuses on isolated actions as if it was a business strategy. It’s not.

Social business is much, much more than marketing, pilots or any other isolated activity. It is about coordinating your approach and focusing on what really matters – value creation. Ironically, more than 90% of companies who seek to build their digital capabilities actually have no strategy at all when they jump into social business. As a result, the social business initiative usually ends up morphing into some futile, meandering beast.

This powerful course places strategy where it belongs – first in the list. Building on the principles of the Social Business Performance Framework™, the program is designed for anyone in business or government who is grappling with the enormous challenges and opportunities brought about by social media.

What You Will Learn

By the end of this course you will understand:

  • The three functions of social media
  • The context of the change around us
  • The core components of social engagement
  • How to define and set measurable objectives
  • The five components of social strategy
  • How to define activity in the social media landscape
  • The requirements to launch a new social media initiative
  • Frameworks to decipher key assets and activity
  • The roadmap to build your social business
  • An understanding of the platforms
  • How to use the Social Business Performance Framework to underpin the success of your social business initiatives



Who Should Attend

This course is designed for:

  • Senior management responsible for setting direction and guiding their organisation
  • Marketing executives responsible for customer engagement
  • HR executives responsible for employee engagement
  • CIO’s and anyone involved with digital strategy and implementation
  • Business process owners
  • Corporate communication executives
  • Customer service executives responsible for loyalty
  • Community managers
  • Professionals and managers of public communication channels
  • Social media practitioners or consultants
  • Entrepreneurs
There are no prerequisites to attend this course.

Course Contents – what you get in 2 power-packed days

1.   Understanding the shift

  • What is different?
  • Why should companies care?

2.   The three functions of social media

  • What problems can social media solve?
  • How can social media drive innovation?
  • How do you measure ROI?
  • How can social media support corporate strategy?

3.   Social media fundamentals

  • Why is social media so popular?
  • What’s the role of customer centricity?
  • What models are used by businesses today?
  • What is the difference between employee communities and customer communities?
  • How is value created in social networks?
  • What is engagement and how do you measure it?
  • What is the value of advocacy?

4.   Overview of the platforms

  • Foundational tools: Yammer, Jam, Facebook, Twitter: whats the difference?
  • Monitoring tools: Radian 6, Meltwater, Pulse
  • Tools that create and capture value: innovation, campaigns and gamification
  • Matching platforms to purpose

5.   The five components of social strategy:

  • Leadership:
    • What is digital leadership?
    • What’s required from the C-suite?
    • What is the traditional adoption journey?
    • How to bring purpose to social media
  • Trust:
    • Why wont people participate?
    • How to manage conflict
    • Understanding social governance
    • Requirements of a social media policy?
    • Crisis management planning
  • Brokerage
    • How to identify your audience
    • What content gets the greatest engagement
    • How to build conversations
    • How to spot an influencer
    • How to tap into groups
  • Integration
    • What is an integrated social strategy?
    • How to integrate social into the end user experience
    • How social media can support existing business functions
    • How to integrate with existing tools and infrastructure
  • Incentives & gamification
    • What incentives work best?
    • Building a behavioural framework
    • How to allocate incentives on social media
    • How to build an effective incentive program
6.   Building the social enterprise:

  • The three horizons to monetisation
  • Horizon One
    • Identifying and engaging stakeholders
    • Identifying social skills, expertise and assets
    • Assembling your governance team
    • Kick starting your mentoring program
    • Defining your strategy
    • Soft launch through experimentation
    • Auditing your digital architecture
  • Horizon Two
    • How to kick start participation
    • Communicating your launching
    • Positioning leaders
    • Capturing value
  • Horizon Three
    • The importance of running experiments
    • What are the three phases of community growth?
    • How to encourage and nurture participation
    • Delivering value

7.   Building customer engagement

  • The four phases to launch
  • Discovery: determining business readiness
    • Identifying existing brand assets required to launch?
    • Identifying existing social media skills and assets
  • Strategy: Pulling it all together
    • Choosing what, where, when and how!
    • Remembering ROI!
    • Mapping engagement
  • Readiness
    • Assembling your governance team
    • Defining the rules of engagement
    • Planning for crisis
    • Escalating in social
    • Educating your key users
  • Launch: Engage & iterate
    • Understanding the three phases of community growth
    • Evolving your engagement
    • Integrating customer intelligence

“As a strategic framework, the Social Business Performance Framework is not only simple to follow, it is thorough and effective in its approach.  In essence it gives organisations the building blocks to plan and execute on social media activity”

Datacom Australia


About ALC

ALC has a strong record of leadership as a provider of technology training to business and government in Australia. ALC presented the very first Australian seminar Connecting to the Internet in Brisbane in November 1994 and the first seminar on eCommerce Strategies in Sydney in May 1998. What was brand new and emerging then has gone on to become mainstream. The current seminar on Social Business Strategies is the next major step in the transformation that is taking place.  ALC is also a leading provider of training in the use of best practice frameworks such as ITIL®, COBIT® and PRINCE2®, designed to maximise the effectiveness of IT.

Brisbane 1-2 April 2014
Sydney 7-8 April 2014
Melbourne 9-10 April 2014
FEES (per person)
1-2 bookings $1450 + gst pp
3-4 bookings $1305 + gst pp
5 or more $1160 + gst pp


Presented by Scott Ward


Scott Ward is one of Australia’s leading exponents on the application of connective technologies in business. Scott has always been at the cutting-edge and has more than 20 years background in using emerging technologies to achieve business outcomes. He is a passionate advocate of social technologies, with his interest in social media going back to 1999 as this new area was becoming established. He subsequently went on to participate in and form social media communities.

Scott has undertaken an extensive social media research project to identify best practice in the use of social media with the findings being presented as part of the Deloitte Breakfast Speaker series and at a national industry conference. He has worked in diverse industry groups such as mining, travel, real estate, legal & financial, non-for-profit and education.

As CEO of Digital Infusions Scott has designed a range of social media materials and training programs to help businesses both large and small to take advantage of doing business with social media. The strategies are designed to help organisations engage their existing stakeholder groups to forge new relationships with existing and potential customers.

Social Business Performance Framework™ – the 5 Key Elements for Success 

The Social Business Performance Framework is a true breakthrough. In the ever-changing world of connective technologies the framework provides a sturdy foundation on which to build social engagement strategies for engaging and growing employee and consumer communities.

The framework incorporates the latest thinking in social business management and execution. It brings simplicity, structure and focus to social undertakings that can be used to measure and assess the activity, build strategies and drive community engagement toward specific business objectives.

Built from years of experience, experimentation and research, the Social Business Performance Framework defines five elements critical to business success with social media.

The 5 Key Elements for Success
1. Leadership is the glue that binds the community and its activity together, as well as offering a pathway through which the communities and the businesses objectives are reached; Leadership is echoed through every engagement.

2. Trust is critical to any community. Trust can be gained through the diversity of participation, the nature of topics raised, the effective resolution of conflict and the degree to which users express their enthusiasm for the community.

3. Brokerage refers to the velocity and diversity of discussion within a digital community. This includes the conversational relevance of content, the level & quality of exchange between users and the effectiveness of strategy to facilitate the brokerage process.

4. Integration is about blending the online with the offline to create a consistent and seamless end user experience.

5. Incentives come in two forms, formal and informal. Formal incentives can include giveaways, downloads and prizes, while informal include the more intrinsic motivators common to all people.


The course fees are as shown at the top of this column.  Send your management team and take advantage of our great team rates. Fees include course materials, lunch, morning and afternoon tea.
Courses are held at high-quality CBD hotels. Sydney: Grace Hotel, York Street.
Hyatt Regency, Collins Street.
Brisbane: Hilton Hotel, Elizabeth Street.