“Human social networks andcommunities are both well established,robust social structures that pre datetheir online counterparts by a amillennia. Humans naturallygravitate to and desire theinteractions that these structures allow.We want to belong”.Dr Michael Wu
Social is a culture, a movement.The technology is largelyirrelevant and will change. Theimperative is to understand thebigger picture, what is happening- the movement. This will allow youto understand how to make the bestof it, regardless of platform.
Takeaway Number One:This is no fad. It is not going away.
INNOVATION FEEDBACK INSIGHT NPDLOYALTY COMMUNITY ADVOCACY TRUST OPENESS COLLABORATION
You cant be social on the outside, if you are not on the inside INSIDE OUTSIDE INNOVATION INNOVATION Marke7ng HR FEEDBACK Marke7ng HR FEEDBACK INSIGHT INSIGHT NPD NPD COMMUNITY LOYALTY COMMUNITY LOYALTY Product ADVOCACY Resourcing Product ADVOCACY Resourcing Dev Dev TRUST OPENNESS TRUST OPENNESS Sales Sales COLLABORATION COLLABORATION
The Social Business of the futureINSIDE OUTSIDE INNOVATION Publishing Events FEEDBACK INSIGHT NPD Employees, Customers, LOYALTY Candidates ADVOCACY Training Research TRUST OPENNESS Membership COLLABORATION
Takeaway Number Two: Conversation ..is the new currency
“Social media, which consists ofsocial networking sites, content sharingsites, blogs, and micro blogging sites,saw the biggest percentage increase(75 percent) in trust among mediasources.”Edelman Trust Barometer 2012
“Smart businesses will take advantage of this dispersion of authority. They will talk to their employees first, and empower them to drive the conversationamong their peers about the company and its role in society.” Edelman Trust Barometer 2012
‘Leadership isabout the storiesthat are toldabout you – bothpositive andnegative. You’ll bejudged by thosestories more thananything you sayor write.”
Employer Brand‘Leadership isabout the storiesthat are toldabout you – bothpositive andnegative. You’ll bejudged by thosestories more thananything you sayor write.”
“Opening up the water coolerconversation is probably one of thebiggest opportunities in our workinglifetimes to improve businessperformance”Me! February 29th 2012
If customers can solve theirown support issues…. ……then surely employees can too?
Takeaway Number Three: Social will be as ubiquitous as the internet
“We are in the Compuserve-‐Prodigy-‐AOL stage of social media evolu<on. It’s a@er Netscape and before Google in equivalent internet <me.” John Sumser
Food for thought…You no longer control access to the technology or content of theconversation so stop trying to. Recognise the huge benefits of opening up the conversation – trust, authenticity, collaboration.The conversations are happening anyway, whether you like itor not. Be part of it rather than just the subject. Social media exposes cracks in your engagement levels, it doesn’t cause them.There is a bigger picture here – social media is simply the power ofthe internet manifesting itself as it matures. But it is here to stay. Social media isnt just a marketing channel - its the biggest opportunity to gain insight into your business since MBWA.
Further reading…The Science of Social: Beyond Hype, Likes andFollowersDr Michael Wu The Starfish and The Spider Ori Brafman and Rod A Beckstrom