The Social Business Challenge
New Thinking for a New Era of Business
by Mike Stopforth
@mikestopforth
Are we asking the right questions?
Cluetrain.com
“A powerful global conversation has begun.
Through the Internet, people are
discovering and inventing new wa...
Cluetrain
“… employees are getting hyperlinked
even as markets are. Companies need to
listen carefully to both.
Mostly, th...
A document from
1999
A document from
1999
prophesying a challenge in
2009
A document from
1999
prophesying a challenge in
2009
stemming from a big shift in
1989.
So what happened in 1989?
So what happened in 1989?
Industrial Age 
Information Age
What are the challenges?
“We don’t control our brand anymore”
“We’re battling to attract and retain talented
people”
“Our ...
17
Industrial Age
companies with
Information Age
staff and customers
Information Age Customers
Consumer to “prosumer”
Follows 200, followed by 37,500+
Over 275,000 likes on Facebook
120,000,000+ views on YouTube!
Huma...
Consumer to Prosumer
They (we) are the Media
“To find something comparable, you have
to go back 500 years to the printing press,
the birth of m...
They (we) are the Media
… Technology is shifting power away from
the editors, the publishers, the
establishment, the media...
24
Are social networks a fun
place to be...
Or a whole new way of being?
The unwritten promise of
brands in social media
What is a
brand?
Broadcasting  Conversation
Campaigns  Communities
Customers as partners
29
The anatomy of a complaint...
Information Age Customers
Consumer  Prosumer
Democratisation of the media
Customers own brands
Behind the firewall
“Employees are getting hyperlinked even
as markets are. Companies need to listen
to BOTH.
Corporate fi...
“Knowledge workers”
“My company trusts me with brokering a
multi-million Dollar hedge fund, but not with
managing my own t...
Put the horse before the cart…
Thank you
@mikestopforth
mike@cerebra.co.za
www.cerebra.co.za
www.mikestopforth.com
ICEW 2013 Mike Stopforth - The Social Business Challenge - Narrowing the Gap between Brand Promise and Business Delivery
ICEW 2013 Mike Stopforth - The Social Business Challenge - Narrowing the Gap between Brand Promise and Business Delivery
ICEW 2013 Mike Stopforth - The Social Business Challenge - Narrowing the Gap between Brand Promise and Business Delivery
ICEW 2013 Mike Stopforth - The Social Business Challenge - Narrowing the Gap between Brand Promise and Business Delivery
ICEW 2013 Mike Stopforth - The Social Business Challenge - Narrowing the Gap between Brand Promise and Business Delivery
ICEW 2013 Mike Stopforth - The Social Business Challenge - Narrowing the Gap between Brand Promise and Business Delivery
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ICEW 2013 Mike Stopforth - The Social Business Challenge - Narrowing the Gap between Brand Promise and Business Delivery

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Everybody is talking about how to "do social media marketing right", but very few people are thinking about the long-term implications of social trends and technologies on both customers and employees, and the resultant impact on business. The harder we strive as brands to create the idea brand promise in our social engagement, the further that promise gets from our actual business delivery. Mike has helped many of South Africa's leading brands solve the social dilemma from the inside out, inspired by the successes of the likes of Zappos and Starbucks, and will share some of those thoughts, secrets and stories in this informative and entertaining presentation.

Published in: Business, Economy & Finance
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ICEW 2013 Mike Stopforth - The Social Business Challenge - Narrowing the Gap between Brand Promise and Business Delivery

  1. 1. The Social Business Challenge New Thinking for a New Era of Business by Mike Stopforth @mikestopforth
  2. 2. Are we asking the right questions?
  3. 3. Cluetrain.com “A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result markets are getting smarter – and getting smarter faster than most companies.”
  4. 4. Cluetrain “… employees are getting hyperlinked even as markets are. Companies need to listen carefully to both. Mostly, they need to get out of the way so intranetworked employees can converse directly with internetworked markets.”
  5. 5. A document from 1999
  6. 6. A document from 1999 prophesying a challenge in 2009
  7. 7. A document from 1999 prophesying a challenge in 2009 stemming from a big shift in 1989.
  8. 8. So what happened in 1989?
  9. 9. So what happened in 1989?
  10. 10. Industrial Age  Information Age
  11. 11. What are the challenges? “We don’t control our brand anymore” “We’re battling to attract and retain talented people” “Our organisation operates in silos. We don’t communicate or collaborate”
  12. 12. 17 Industrial Age companies with Information Age staff and customers
  13. 13. Information Age Customers
  14. 14. Consumer to “prosumer” Follows 200, followed by 37,500+ Over 275,000 likes on Facebook 120,000,000+ views on YouTube! Humansdorp jaapvlooi@gmail.com
  15. 15. Consumer to Prosumer
  16. 16. They (we) are the Media “To find something comparable, you have to go back 500 years to the printing press, the birth of mass media – which, incidentally, is what really destroyed the old world of kings and aristocracies…
  17. 17. They (we) are the Media … Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.” - Rupert Murdoch
  18. 18. 24 Are social networks a fun place to be... Or a whole new way of being?
  19. 19. The unwritten promise of brands in social media What is a brand?
  20. 20. Broadcasting  Conversation
  21. 21. Campaigns  Communities
  22. 22. Customers as partners
  23. 23. 29 The anatomy of a complaint...
  24. 24. Information Age Customers Consumer  Prosumer Democratisation of the media Customers own brands
  25. 25. Behind the firewall “Employees are getting hyperlinked even as markets are. Companies need to listen to BOTH. Corporate firewalls keep have kept smart employees in and smart markets out”
  26. 26. “Knowledge workers” “My company trusts me with brokering a multi-million Dollar hedge fund, but not with managing my own time online”
  27. 27. Put the horse before the cart…
  28. 28. Thank you @mikestopforth mike@cerebra.co.za www.cerebra.co.za www.mikestopforth.com

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