2. Companies
need
to
expand
the
concept
of
“returns”
and
their
significance
to
the
company.
Companies
focusing
purely
on
the
financial
aspects
of
investment
and
return
Failure
to
recognize
that
the
very
nature
of
the
market
has
changed.
Social
media
doesn’t
just
contribute
to
brand
value;
it
can
also
acEvely
express
brand
value
through
the
newly
visible
flows
of
non-‐monetary
economic
value
that
traverse
social
networks.
Source:
Measuring
–
and
Capturing
–
the
Value
of
Social
media,
DeloiCe
2012.
3. Just
as
money
flows
through
the
economy,
so
too
does
informaJon.
Likewise,
movements
of
data,
labor,
capital,
and
even
customers’
aLenEon
represent
flows
within
the
business
system.
a) Flows
of
aCenJon:
transforming
media
metrics
(less
expensive
costs)
b) Crowd-‐sourced
labor:
community
support
via
social
channels
(cost
avoidance)
c) Data
&
Stories:
customers
idenEty,
habits
and
behaviors
(revenue
gained
or
lost)
Source:
Measuring
–
and
Capturing
–
the
Value
of
Social
media,
DeloiCe
2012.
5. What
makes
social
technologies
powerful?
1. Being social is a feature not a product.
2. Social technologies enable social behaviors at an Internet scale.
3. Social technologies enable new forms of content creation, distribution, and consumption.
4. Social
technologies
can
capture
the
structure
and
content
of
interacEons.
5. Social
technologies
can
be
disrupEve
to
exisEng
power
structures.
6. Social
plaXorms
extend
the
disintermediaEng
power
of
the
Internet.
7. Social
technologies
enable
unique
insights.
Source:
The
social
economy:
Unlocking
value
and
producEvity
through
social
technologies,
McKinsey
&
Co
2012
6. Source:
The
social
economy:
Unlocking
value
and
producEvity
through
social
technologies,
McKinsey
&
Co
2012
7. Source:
The
social
economy:
Unlocking
value
and
producEvity
through
social
technologies,
McKinsey
&
Co
2012
8. Source:
The
social
economy:
Unlocking
value
and
producEvity
through
social
technologies,
McKinsey
&
Co
2012
