Burberry's social business story was famously highlighted during last year's Dreamforce event, where their CEO Angela Ahrendts explained how they strategically partnered with Salesforce to create a true social enterprise. Founded in the mid-1800s, Burberry has had its ups and downs but is currently performing quite well as a worldwide luxury goods designer. They rang up $1.5 billion in sales last year and have over 6,600 employees working in over 200 locations, creating a geographic challenge for creating a truly global culture for which I find many companies look to social media as a potential solution.
In their social business effort, Burberry was clearly thinking big: A true digital company must use digital channels through and through for all interaction. Said Ahrendts for the customer-centric vision: The experience would be that a customer would have total access to Burberry, across any device, anywhere. And they would get exactly the same feeling of the brand, feeling of the culture, regardless of when, where, how they were accessing the brand. Everyone now can come into Burberry World the journey and mission that Burberry is on. And for any CEO that is skeptical at all: You have to create a social enterprise today. You have to be totally connected with everyone that touches your brand. If you don't do that, I don't know what your business model is in five years. ( 他們社群事業的努力，巴寶莉顯然是想法很偉大：一個真正的數字必須使用數字渠道，並通過所有的交互。阿倫德的以客戶為中心的願景：將客戶總訪問巴寶莉，在任何設備，任何地方的經驗。他們會得到完全一樣的感覺的品牌，文化的感覺，無論何時，何地，他們是如何進入的品牌。現在大家都可以進入 Burberry 的世界的旅程和使命，巴寶莉已是開啟社群事業。任何CEO是持懷疑態度的：你必須建立一個社群企業。你有你的品牌接觸的每個人都完全連接。如果你不這樣做，我不知道你的商業模式五年內要如何。)
Not withstanding the obvious kool-aid, the message for Burberry's effort was clear: The future of business is "borderless, agnostic, and it's in the new universal language: social media." Perhaps more importantly, unlike the Cemex social business story, which had to deal well with a significant percentage of older workers, in sharp contrast, over 70% of Burberry's workers are under 30, making the fast rapid embrace of social media, internally and externally, potentially much easier. What's more, instead of just Enterprise 2.0, Burberry wanted a truly integrated end-to-end vision. The full spectrum of social business in other words. Not for them was a set of social "islands": Isolated workforce collaboration, a separate Social CRM effort, and standalone social branding, marketing, and online experience. They wanted everything social in the company to be connected together seamlessly from a business and technology perspective. ( 巴寶莉的努力是明確的：企業的未來是“無國界的，無關的，它是在新的通用語言：社交媒體。” Burberry的70％以上的工人都在30歲以下，社會媒體，內部和外部，可能更容易快速快速的懷抱。更重要的是，而不是只是企業2.0，巴寶莉想要一個真正集成的終端到終端的願景。換句話說，全方位的社會事業。不是社會的“孤島”，它們不是一組隔離的員工合作，不是一個單獨的社交型CRM的努力，以及獨立的社會品牌，營銷和在線體驗。它們是從業務和技術角度無縫連接在一起，該公司希望一切社會。 )
Citing it as one of the fastest efforts they've ever put together and dubbed Burberry Community, the vision was to connected back-end, to front-end, to workers, to customer experience in a unified way using the various capabilities of Salesforce, from its CRM capabilities to its increasingly sophisticated Chatter social networking services.
In contrast to some of the other stories, the internal adoption numbers for Burberry's efforts are less clear (and not public), but the business result bottom line seems to be a bit clearer. Press reports are giving their social business strategy a good chunk of the the credit for a 21% jump in profits in the fourth quarter of 2011. Burberry has been extremely effective at building a social customer experience and has over 10 million Facebook fans as they've situated Chatter and other technologies such as IM for workers to engage with each other and customers to drive better results. As their CEO says: "The social enterprise has got to drive economic value." And if early results are any indication, that is starting to happen for them. ( 巴寶莉一直是非常有效的，在建立社會客戶體驗，並有超過千萬 Facebook 粉絲，因為他們已經位於如 IM聊天、其他技術員工與和客戶帶來更好的溝通結果。由於他們的CEO說：“社群企業推動了經濟價值。”如果早期的結果是任何跡象顯示，這種情況正在開始發生。)
就是讓企業運用 social network 產生『社群企業基礎』並成為一個『客戶驅動的企業』與傳統市場、品牌、行銷企業在競爭：
- 互聯網社會聽力
- 互聯網社會溝通力
- 互聯網社會行銷力
- 互聯網社會內容力
- 建立信任
- 建立客戶與整個企業團隊合作
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