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

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Keynote presentation delivered by Sean Moffitt at the LinkedIn May 15th, 2012.

Keynote presentation delivered by Sean Moffitt at the LinkedIn May 15th, 2012.

Published in: Career, Business, News & Politics
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  • I think we’ve all been trained on marketing’s 4Psa for the last 50 years it is has been a marketing stapleWhenever I talk to my colleague Don Tapscott, he believes brands are a much more complicated construct shared between company and users nowadays – we prefer the 13Es as a new model of wikibranding – with the key driver being Evangelism – a true litmus test of a healthy business and brand – would you recommend me to others?
  • Transcript

    • 1. 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
    • 2. The Jason Bourne ofBusiness + Digital/Social + Marketing + Innovation
    • 3. #intoronto #wikibrands @seanmoffitt @wikibrands @linkedinhttp://www.linkedin.com/company/1337http://www.linkedin.com/in/moffittsean
    • 4. Pithy Motivational Thought #1:
    • 5. Pithy Motivational Thought #2:
    • 6. Pithy Motivational Thought #3:
    • 7. Pithy Motivational Thought #4:
    • 8. 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?
    • 9. “It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” Charles Darwin
    • 10. “In a connected world, power shifts to those best able to connect.” Dov Seidman
    • 11. The Power of a Network… It is the dominant factor inobesity, smoking, loneliness, happiness, optimism and generosity
    • 12. 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?
    • 13. The Golden Circle
    • 14. #1 The World is a Blur
    • 15. Change is Affecting Every Sector
    • 16. The world is a blur…products and cameras.
    • 17. The world is ablur…politics
    • 18. The world is a blur…labour markets
    • 19. The world is a blur …technology
    • 20. The world is a blur …media
    • 21. The world is a blur …razors
    • 22. The world is a blur …socialization ofeverything
    • 23.  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
    • 24. We need to get comfortable with change…
    • 25. Awesomeness Socialness Authenticity Customer-ness #1 The Four Laws of the Connected Internet
    • 26. 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
    • 27. 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%
    • 28. 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
    • 29. 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
    • 30. The 2nd Law of the Social Net #2 - Socialness 3131
    • 31. 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
    • 32. 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
    • 33. The 3rd Law of the Social Net #3 - Authenticity
    • 34. A Culture Change is Required MASS DIRECT SOCIAL INFLUENCEMARKETING MARKETING MARKETING
    • 35. 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
    • 36. 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
    • 37. The 4th Law of The Social ‘Net – Customer-Driven
    • 38. 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%
    • 39. 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
    • 40. #3 Living in the Age ofInfluence and Connection
    • 41. Strong social content requiring discipline, focus passion and humility
    • 42. 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
    • 43. In the Trenches –The Way You Do It It’s the 7 Golden Rules of SocialBe: Reciprocal Ethical Human Awesome Helpful Authentic Social
    • 44. #4 Great Engaged Brands Visual Credit: Wetpaint
    • 45. IBM, Mississippi State and Samsung Connected Media Awesomeness
    • 46. UFC and LululemonConnected Media Socialness
    • 47. ING & John Henry Bikes, Connected Media Authenticity”Full time social cat onsitepromoting and mostimportantly building greatcontent. Just like bikes!#Livetoride. Thanks myman...ride on.”
    • 48. Nike+ CommunityConnected Media Customer-Driven
    • 49. Kiva/MovemberConnected Media Donor Driven
    • 50. #5 Great EngagedEmployment Brands
    • 51. Brains on Fire –A Tribe of Transparent Believers
    • 52. FreshbooksThe Passion Open Book
    • 53. EMCThe Community Corporate
    • 54. #6 Strategize For Success THE FLIRT MODEL
    • 55. 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
    • 56. Get FLIRT y
    • 57. Roadmap for Building a Wikibrand• Focus• Language/Content• Incentives/Outreach • Rules/Guidelines/Training• Tools and Platforms
    • 58. 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
    • 59. Content Quality vs. Quantity vs. Variety
    • 60. #7.Keeping The Fires Lit MILCC IS GOOD
    • 61. Roadmap for Maintain a Wikibrand• Measurement/Monitoring/Insight• Internalizing Success• Life Stage Management• Community Management• Culture Change
    • 62. There is no silver bullet to measurement
    • 63. The Jeremy Lin ROI Measurement Axiom- The more you use it, the more you prove it
    • 64. 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
    • 65. 8. Avoiding The BigSins of Becoming a Social Business
    • 66. DigitalDeafness, Muteness, Directionless, Soullessness and Blindness are biggest sins Source: Agent Wildfire Buzz Report 2011 Source: Agent Wildfire 2010 Buzz Report
    • 67. 9. The Future
    • 68. “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.”
    • 69. The Top 13 Trends That Will Change Your Digital Life
    • 70. The Top 13 Trends That Will Change Your Digital Life
    • 71. 10. Let’s Get Personal
    • 72. Be The Thoughtleader Where Your Audience Lives
    • 73. Make Your Content Sing
    • 74. Harness Your 5, 50 and 500 Network Mentors/Collaborators (5) Top Professional Peers (50) Vested Colleagues (500) Plus the Full Social Network
    • 75. Never Pass Up a Chance to Meet and Eat
    • 76. Q&AEmail sean@wiki-brands.comLinkedIn: ca.linkedin.com/in/moffittseanTwitter: @seanmoffitt @wikibrands

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