Social Business - Why Change is Imperative, Who’s Getting It Right, How They are Doing It and Where Is It All Headed

Social Business:Why Change is Imperative,Who’s Getting It Right,How They are Doing It andWhere Is It All Headed LinkedIn Toronto May 15th, 2012

The Jason Bourne ofBusiness + Digital/Social + Marketing + Innovation

#intoronto #wikibrands @seanmoffitt @wikibrands @linkedinhttp://www.linkedin.com/company/1337http://www.linkedin.com/in/moffittsean

Pithy Motivational Thought #1:

Stand Up and be Counted…Who are the Kings & Queens of LinkedIn? Stand Up (and keep standing) If: You found your spouse/partner off LinkedIn? You’ve hired more than 10+ people via LinkedIn? You have won business via a LinkedIn colleague? You have found your job through LinkedIn? You have over 200 colleagues on LinkedIn?

“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” Charles Darwin

“In a connected world, power shifts to those best able to connect.” Dov Seidman

The Power of a Network… It is the dominant factor inobesity, smoking, loneliness, happiness, optimism and generosity

New Media Needs To Grow Up… The Evolution of Engagement/Social1998-2001 2002-2004 2005-2006 2007-2008 2009-2011 2012- ??? What is it? Should we How do How do we do it? we test it? make it core?

The Golden Circle

#1 The World is a Blur

Change is Affecting Every Sector

The world is a blur…products and cameras.

The world is ablur…politics

The world is a blur…labour markets

The world is a blur …technology

The world is a blur …media

The world is a blur …razors

The world is a blur …socialization ofeverything

 The average lifespan of a companyis 15 years and dropping quickly… The average amount of jobs youwill have by 42 is ten. Life expectancy is now 81 yearsold. Source: US Department of Labour/Yale S&P Study/StatsCan

We need to get comfortable with change…

Awesomeness Socialness Authenticity Customer-ness #1 The Four Laws of the Connected Internet

The 1st Law of the Connected Net #1 - AwesomenessThere is only one thing in the worldworse than being talked about, and that is not being talked about. Oscar Wilde, The Picture of Dorian Grey27

Fact - The World is Not Created Equal…Whether its business, products, services, restaurants,TV shows, people…. There is the “AWESOME” - 1% There is the “GOOD” - 20% There is the “MEH” ~60% There is the “BAD” - 20% There is the “UGLY” - 1%

The Law of Awesomeness Online Only 14% of your Facebook posts ever … Receive commentsOnly 1.5% of Tweetconversations go… Two levels (replies) deepOnly 5.0% of LinkedUsers have… 1,000+ contacts Source: Compete

In an attention-starved world-Act different, be different, think different Top 7 Attributes That Make People Talk: 1. Unique 2. Dynamic 3. Different 4. Distinctive 5. Innovative 6. Visionary 7. Daring Source: Y&R Brand Asset valuator

The 2nd Law of the Social Net #2 - Socialness 3131

Six Human Instincts Why We Talk  To Survive LinkedIn Jobs  To Connect LinkedIn People Search/Groups/Inbox  To Make Sense of the World LinkedIn Q&A/Slideshare  To Reduce Risk & Uncertainty LinkedIn Company Buzz  To Benefit Economically LinkedIn Skills/Hiring Solutions  To Relieve Tension Reading List/My Travel

Me in 2012Me in the 90’s 150 X 12 4500 X 170 150 X 12 5000 X 500 12000 X 170 5000 X 190 4000 X 170 1000 X 40 1800 People 8.0 MillionStrength People + Strength

The 3rd Law of the Social Net #3 - Authenticity

A Culture Change is Required MASS DIRECT SOCIAL INFLUENCEMARKETING MARKETING MARKETING

Top Reasons – Why Now Social Media?#1 The Need for Authenticity and Transparency -42%#2 The rise of social networks - 38%#3 Increasing role of wireless/mobile - 35%#4 Customers/people waning attention spans - 25%#5 Media fragmentation - 22%#6 Change in mass marketing effectiveness - 20% Agent Wildfire -The Buzz Report, April 2011

The CEO Topspin –The Peters and Deborahs Get It • 82% of people trust a company more who has a CEO who is involved in social media • 94% believe it leads to a better brand image • 78% believe it leads to better communication Source: Brandfog

The 4th Law of The Social ‘Net – Customer-Driven

Customer Experience ReignsWho Knows Better Than Your Customer Executives who believe the Customer Experience is the new battleground - 95% Executives who believe they are delivering a positive customer experience - 80% Customers who agree - 8%

The New Gen Y Benhaviours Millen Older nials “Interactions on social 129 82 Index networks are as Index meaningful as real life” Heavily influenced by 70% 46% peers on purchases Find out about 66% 23% noteworthy stuff via Facebook/text first Check smartphone 5+ 37% 24% times per hour Source: Gfk Mediamark/BCG/comScore/Abacus/iPass

#3 Living in the Age ofInfluence and Connection

Strong social content requiring discipline, focus passion and humility

The Four F Words of Digital Media - Search Engine Exposure/Traffic - Awareness/recognition Get Found - Visibility - Market education - Improved Perception/PR Get Fame - Grassroots credibility/affinity - Pass along/viralness - Thought leadership - Leads/Revenues/Funding Get Fans - - Online community/ambassadors Word of mouth/referral - User generated content/support - Dialogue & Conversation Get Feedback - Ideas and innovation - Competitive Intelligence - Reviews/ratings/ testing

In the Trenches –The Way You Do It It’s the 7 Golden Rules of SocialBe: Reciprocal Ethical Human Awesome Helpful Authentic Social

#4 Great Engaged Brands Visual Credit: Wetpaint

IBM, Mississippi State and Samsung Connected Media Awesomeness

UFC and LululemonConnected Media Socialness

ING & John Henry Bikes, Connected Media Authenticity”Full time social cat onsitepromoting and mostimportantly building greatcontent. Just like bikes!#Livetoride. Thanks myman...ride on.”

Nike+ CommunityConnected Media Customer-Driven

Kiva/MovemberConnected Media Donor Driven

#5 Great EngagedEmployment Brands

Brains on Fire –A Tribe of Transparent Believers

FreshbooksThe Passion Open Book

EMCThe Community Corporate

#6 Strategize For Success THE FLIRT MODEL

6 Social Business Key WinsEarliest Reason – Brand PerceptionMost Bankable – Brand Support/Talent Most Lucrative – Brand Content Most Overlooked – Brand Insight Most Popular – Brand Advocacy Most Unplanned/Viral – Brand Serendipity

Get FLIRT y

Roadmap for Building a Wikibrand• Focus• Language/Content• Incentives/Outreach • Rules/Guidelines/Training• Tools and Platforms

Forget Marketing’s 4Ps… Embrace the Wikibrand 13Es Would you recommend my brand to a friend or colleague? Mission Drivers Well would you? Evangelism (promotion) Advanced Drivers Experience (product) Effiliation Escape Premium Drivers Ennovative Equity Entertainment Entimate Basic Drivers Entegrity Exposed Education Esthetics Exchange (place) (price)Company-driven User-driven

Content Quality vs. Quantity vs. Variety

#7.Keeping The Fires Lit MILCC IS GOOD

Roadmap for Maintain a Wikibrand• Measurement/Monitoring/Insight• Internalizing Success• Life Stage Management• Community Management• Culture Change

There is no silver bullet to measurement

The Jeremy Lin ROI Measurement Axiom- The more you use it, the more you prove it

The 11 Cs of Creating Community101 Broadcast - Communication/Content i.e. photo/video/albums/news - Competition i.e. rewards, contests, status - Customization i.e. widgets, avatars, profiles - Conversation i.e. blogs, forums, comments201 Interaction - Connection i.e. messaging, integration, feeds - Community i.e. social networks, groups, teams - Categorization i.e. tagging, sections, levels, lists - Collective Wisdom i.e. rating, ranking, voting, polls301 Collaboration/Core Altering - Co-Creation i.e. CGM, ideas, reviews - Contextual Extensions i.e. mobile, offline, online, IM - Culture building i.e. recruitment, engagement, causes

8. Avoiding The BigSins of Becoming a Social Business

DigitalDeafness, Muteness, Directionless, Soullessness and Blindness are biggest sins Source: Agent Wildfire Buzz Report 2011 Source: Agent Wildfire 2010 Buzz Report

9. The Future

“Baseball thinking is medieval, they areasking all the wrong questions…Using stats to reread them, well find the valueof players that nobody else can see. Becauseeveryone else in baseball under values them.Like an island of misfit toys.”

The Top 13 Trends That Will Change Your Digital Life

10. Let’s Get Personal

Be The Thoughtleader Where Your Audience Lives

Make Your Content Sing

Harness Your 5, 50 and 500 Network Mentors/Collaborators (5) Top Professional Peers (50) Vested Colleagues (500) Plus the Full Social Network

Never Pass Up a Chance to Meet and Eat

Q&AEmail sean@wiki-brands.comLinkedIn: ca.linkedin.com/in/moffittseanTwitter: @seanmoffitt @wikibrands

Social Business - Why Change is Imperative, Who’s Getting It Right, How They are Doing It and Where Is It All Headed

by Wikibrands

Accessibility

Categories

Upload Details

Usage Rights

2 Embeds 65

Statistics

Social Business - Why Change is Imperative, Who’s Getting It Right, How They are Doing It and Where Is It All Headed Presentation Transcript

http://wiki-brands.com	64
http://www.linkedin.com	1