5. Introduction
Just as metadata accompanies a digital pho-
to, Metalife is the discovery of another layer
of thinking and behavior that accompanies our
communication tools. Each new tool, from an
image to an iPhone changes how we think, feel,
and act—each new tool changes our metalives.
Like the metadata of a photograph, Metalife
helps us see the another layer of information.
That other level of information is critical to
you in business as it shows not only how your
customers engage with your brand, but how
your brand is perceived by your customers,
employees and shareholders.
9. Introduction
The whole picture is stepping away from the marketing
plan and focusing on the customers, employees, and the
stakeholders. It is not effective to simply create and com-
municate a vision to keep your organization on course.
There needs to be a strategic design. You are what you
for your business by creating a whole picture.
1. Revenues and market share grow, as the best
customers become repeat sales and referrals.
2. Expense of acquiring new customers and replacing old
ones declines.
3. Employee retention increases because job pride and
job satisfaction increase.
4. Increased productivity results from increasing employee
tenure.
13. Communication/ Social Media
On November 21, 2009, Abingdon, Maryland, a groom
pulled out his cell phone while at the altar during his
wedding to “tweet” and update his Facebook page.
From the altar steps, the groom tweeted: “Standing
at the altar with @TracyPage where a second ago she
became my wife! Gotta go, time to kiss my bride #wed-
dingday.” He also handed a cellphone to his new bride
and the two of them updated their Facebook relationship
status to “married.”
During the ceremony, the minister said: “I now pro-
What does this mean to an organization? Your customers
are increasingly adopting the logic of their communica-
tion tools as their own. The way they think is changing,
and understanding this is essential to knowing how to
communicate with them in the future.
17. Communication/ Social Media
The Washington Wizards team of the NBA recently imple-
mented a new communication tool for their players and
coaching staff;; a virtual playbook. The tool enables play-
a more focused or microscopic scale. The application has
player.
The coaching staff can upload written plays and scouting
videos into the application for team collaboration and
enhanced learning. The application enables practices,
meetings, news and events to all be updated in one spot,
as well as enabling players to request tapes, meetings or
provide feedback or ask questions.
The virtual playbook application is incorporated with iPod
and iPhone devices, enabling players and coaches to
have instant access to the tool at a moment’s notice, as
well as make necessary adjustments and strategize in a
collaborative effort in real-time.
21. Customer’s/ Stakeholders
Tony Hsieh, founder of Zappos.com, has taken a
personal, transparent approach to providing his
customers with a higher level of service. While his
competitors run operator driven customer service
centers, Tony responds to customer concerns directly
from his Twitter account as they arise. By embracing
social networking sites like Twitter, Tony has taken
control of his Metalife and, as a result, developed a
friendly forum for dealing with consumer issues.
The result;; Zappos is the number one online shoe
store ($1 billion annually) and 60% of sales from
repeat buyers (not to mention countless positive PR
stories about their customer service). Inherently,
they’ve recognized their ability to create how the
consumer perceives them and elevate their brand
equity via these new technologies.
25. Customer’s/ Stakeholders
The introduction of these new technology tools has
varied the way consumers interact with companies. The
companies that take advantage of these interactions
website Sprout.mn. The local Minneapolis-based website
offers deals to eco-friendly merchants around the Twin
Cities. One thing they’ve found is that while people love
coupons, their lives’ are often too busy to cut them out
of a newspaper or print them out.
Their answer was to create mobile deals and distribute
them via social media sites for people to receive on their
phone and redeem in store. As a result, consumers can
get deals throughout the day and take advantage of
them while they are out and about, simplifying the pro-
cess. What are you doing that helps connect your busi-
ness with your consumers?
26.
27. Employees
How do you
e n g a g e w i t h
employees
?
28.
29. Employees
Best Buy does a great job engaging with their employees
with the use of modern technology through its use of an
online forum, “Unboxed”. In these forum employees are
allowed to talk to the company as well as other employ-
ees. The forums are also a place where questions can be
asked, exchange ideas, information, opinions, and other
tips with each other. This is a great use of resources and
it is also a way for Best Buy to know how their employees
are feeling and thinking while working for the company.
employees to have a voice and be heard within such
a large organization. It allows the employees with an
outlet to express their views and to feel valued within the
company. Best Buy is just one company that is using
modern technology, such as online forum to engage with
their employees.
30.
31. Employees
How do you
p r o m o t e
e m p l o y e e
l o y a l t y
?
32.
33. Employees
second;; and stockholders come third. The rationale is
pretty simple, if you treat your employees right, they’re
going to treat your customers right and if your customers
are treated right, they will-come back and your stockholders
encouraged to sing songs, engage with customers and be
spontaneous, one pilot sang Happy Birthday, like Elvis, to
a customer over the public address system.
Southwest offers employees competitive wages and
and the company contributes 16 percent of its pretax
In 2003, Southwest reported its 48th -
able quarter, earning $24 million, or 3 cents per share, up
14 percent from the comparable quarter a year earlier.
34.
35. Contact
Email: info@metalifeproject.com
Mail: The Metalife Project
P.O. Box 2216
Winter Park, Florida 32790
Website: http://metalifeproject.com
