Bizflash11

Social Business
Bret L. Simmons, Ph.D.
www.bretlsimmons.com
@drbret

http://devinsizemore.com/Live blog coverage
#bflash

Do you know everyone in the room?

SocialAllied with Friends

If you don’t care, no one willGary Vaynerchuk (2011)

MediaMeans of communicating
Scott McKain, 1/14/11

Social Media for Business
Means of communicating with those friends with whom you are allied to continuously improve and grow your business

Social Media Doesn’t Work
Your product or service isn’t any good
You’re doing it wrong
Gary Vaynerchuk (2011)

Remarkable Business
What is the single most important thing you need to do on a daily basis if you want to grow your business?

Loyal customers
Remarkable products/services
Remarkable operations
Remarkable employees
You

Are you remarkable?

This isn’t just business, it’s personal
Mitch Joel

Brand
The set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer
(Seth Godin)

Remarkable Brand
Relationships
Choice
Talk
Value

Action #1: Your Top Competitor
Good or bad relationships with customers, employees, community?
Why do people choose them?
What do people say about them?
How does their value differ from yours?

If I was your competitor

People are talking

Customers

Employees

Suppliers

People are talking
You earned everything they say about you

Customers
Employees
Suppliers

What’s new?

Speed, reach, and impact of good and bad news about your business

How are you responding?

Business as usual?

Something new

You and your employees

Social Objects
The reason two people are talking to each other
Social networks form around social objects, not the other way around
Hugh MacLeod

Social Objects
Documents
Video
Audio
Pictures
Presentations

Video, Audio, Presentations
Your Website

Content(helpful social objects)Conversation
Influence

Engagement Matrix: Tom Webster

Social Objects
Focus on becoming a factory of relevant social objects.

Social Customers
Convene – not control – the conversation
Help them find you, and when they do, make sure they have a reason to say good things

Remarkable!

Action #2: Social Objects
How do you create social objects?
How do you convene conversation around those objects?
Join the conversation: By the end of the week, write a review on Yelp or leave a comment on a blog

Whether you think your company is social or not, it is – because your employees are social.
Tom Webster

Social Employees
Talking – other sites
About you – other sites
policy, trust
For you – your site
strategy

Reasonable Openness
Respect that your customers and employees have power
Build trust
Nurture curiosity and humility
Hold openness accountable
Forgive failure
Charlene Li (2010)

Sandbox Covenant
Sandbox: clearly defined boundaries where it is safe to operate
Covenants: promises with shared accountability
Structured openness
Charlene Li (2010)

People Power
Social business is about people, not logos. Don’t just rely on official spokespeople to steward your brand; hire (and work hard to retain) people throughout the company that can build and nurture your community. Social media is not just a job, but also a skill.
Baer & Naslund 2011

Digital Citizens
Hire employees with a demonstrated track record of being professionally personal using the tools that can most help (or hurt) your business growth (e.g. blog, Facebook, Twitter, Youtube)

Action #3: Recommendation
What do your employees say about you to their friends and family?
How do you know?
By the end of the week, join LinkedIn and write a recommendation for a former employee or employer

Strategic opportunity
Operational excellence
Give everyone that touches your business something good to say
Convene the conversation
Become a valuable social object factory
Key Points

Customers
Employees
Suppliers

Questions?

Social Business
Bret L. Simmons, Ph.D.
www.bretlsimmons.com
@drbret

Bizflash11

by Bret Simmons on Mar 02, 2011

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Bizflash11 — Presentation Transcript