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Art Of Social Strategy
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Learn the Art of Social Strategy for maximizing the human potential inside and outside your organization. Cultivating an organization in which social can thrive is a critical stage before......

Learn the Art of Social Strategy for maximizing the human potential inside and outside your organization. Cultivating an organization in which social can thrive is a critical stage before implementation of any tools. Social begins with people both face to face and online. Increase Engagement and ROI through Social Optimization.

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  • Utopian motivators for womenBuilding CommunityBalancing needs of family self and communityConnectingBeauty, entertainCare
  • Social Optimization: Developing and maintaining mutually beneficial and effective relationships
  • Foundations of Social Theory by James S. Coleman. Coleman offers a four-part definition:Placement of trust allows actions that otherwise are not possible (i.e. trust allows actions to be conducted based on incomplete information on the case in hand).The person in whom trust is placed (trustee) is trustworthy, then the trustor will be better off than if he or she had not trusted. Conversely, if the trustee is not trustworthy, then the trustor will be worse off than if he or she had not trusted (this is reminiscent of a classical prisoner's dilemma).Trust is an action that involves a voluntary transfer of resources (physical, financial, intellectual, or temporal) from the truster to the trustee with no real commitment from the trustee (again prisoner's dilemma).A time lag exists between the extension of trust and the result of the trusting behavior.Authenticity refers to the truthfulness of origins, attributions, commitments, sincerity, devotion, and intentions.Authenticity  TrustDependability is a value showing the reliability of a person to others because of his/her integrity, truthfulness, and trustfulness, traits that can encourage someone to depend on him/her.Trust is a relationship of reliance. Trust is a prediction of reliance on an action, based on what a party knows about the other party. -Wikipedia
  • Cultivate is to to promote the growth or development of Engagement to attract and hold fast the attention and interactionNetwork is an interconnected system of things or peopleClarity is free from obscurity and easy to understand, the comprehensibility of clear expressionContext
  • Marketing PR Brand building and marketing more local and campaign driven, moreUser Innovation: IKEA HackerSocial Tool, design for specific space, how are the products really being used, what are the limitations.Recruitment and Retainment, Linkedin, satisfaction with career, involvement in social initiative, involvement physicallyFinancing: Creative opportunities for developing solutions that work in phasesCustomer Support: connecting users for assembly/ logisitics /feedback, for social shopping experience, support pre, mid and post shopping experience, Training and Internal: id ambassadors and provide them opportunities to connect globally with their IKEA peers, interactive games for learning systems and policies, communityCross-discipline collaboration: ignite curiosity connect to those with context, designers co-create with in-store support to learn both limitations and possibilitiesDistribution: enable consumers to connect to handle their own logistics and connect with peers. Ie. PAX too heavy for one regular size woman to carry or load in a car by herself. CSR: Engage both employees and consumers in impact of their work/purchase. Provide social / sustainability tags to particular products that can be traced to online learning experiences and connections to others making impact. Ie. Soft animals with trackablke tags to register their ”friends online adn learn about where they are making a difference and connect with others.CUSTOMER EXPERIENCE: Community based tools to enable them to design online based on the limitations of their space, connect with peers that have similar purchase behavior for recommendations, connect with knowledge experts withing IKEA for improvements that add life quality (ie. Lighting recommendations, not simply design based, but based on number of windows and which parallel located at – how many hours of daylight,....) Enable to share their completed spaces on social media platforms for feedback from their peers. Can also create kids version that lets them design their own rooms and share with friends (or parents) ...linked to purchase history. When new purchases made on IKEA family card, register new items available for re-decoration. Items not yet pruchased can be selected in ”wish list” located in local store and directed to in a map to simplify shopping experience. When in store, location identifier can send recommendations that would work with the wish list and friends can recommend additions.
  • SEEDING (preparing for growth) ConnectingFEEDING (keeping fresh, relevant knowledge/content) Learning, Sharing, RespondingWEEDING (pruning old content and analyzing data) Adapting to change (Purge non-value added)-Based on Gardeners analogy of Social Media Strategy by David Armano. Harvard Business Publishing


  • 1. Succeed in Social Strategy
    The Refined Art of Maximising Human Potential for Greater Return on Investment
  • 2. What is ”Social”
    so·cial [ sṓshəl ]
    relating to SOCIETY: relating to human society and how it is organized
    relating to interaction of PEOPLE:  relating to the way in which people in groups behave and interact
    living in a COMMUNITY:  living or preferring to live as part of a community rather than alone
    offering opportunity for INTERACTION: allowing people to meet and interact with others in a friendly way
    relating to human WELFARE: relating to human welfare and the organized welfare services that a community provides
  • 3. Social Optimization
  • 4. Who are We?
    What do we do?
    What do we want to do?
    Are the answers the same in a social-based economy? Do we have clear answers?
    Strategy Revisted
  • 5. Authenticity
  • 6. CULTIVATE Engagement
    Provide CLARITY
    Provide CONTEXT
    Guidelines for Social
  • 7. Recruitment and Retainment
    Training and Internal Communications
    Cross-discipline collaboration
    Social Responsibility (CSR)
    CULTIVATE Engagement (Inside)
  • 8. Marketing / PR
    User Innovation / R&D
    Customer Support
    Distribution / Logisitics
    Social Responsibility (CSR)
    CULTIVATE Engagement (Outside)
  • 9. Policies for use and interaction
    Messages for internal and external use
    Product / Service descriptions
    Tool kits
    Client relations
  • 10. Aligning social strategy with vision
    Aligning social strategy with objectives
    Voice for social and sustainability initiatives
    Connect those with similar interests / networks
    Share where they are present
    Engage youth early
  • 11. Does social capital share our passion?
    Identify Ambassadors (internal)
    Identify Advocates (external)
    New compentencies / Communicators
    Private v. Professional
  • 12. Identify Human Capital social roles influencers, advocates, connectors, hackers, followers
    Emphasize / Support face to face networking
    Provide tools and training to empower individuals
    Invite Collaboration
  • 13. Maintenance to keep current / engaged
    Cultivate and Evolve
    Filter Noise
    Two-way DIALOG
    Regional and Local markets experts
    Listen & Co-Create
  • 14. What tools are in place?
    What resources available?
    What tools required?
    What resources required?
    Central coordination
  • 15. Survival in a Social Economy requires
    The balance between listening and broadcasting. Where DIALOG has greatest impact and resonance.
    The Art of Social Optimization
  • 16. STRATEGY sessions to incorporate social
    Analyse your existing social capital usage to improve EFFICIENCY
    Advise on social media POLICY guidelines
    Advise on IMPLEMENTATION partners
    TRAINING sessions for best practice
    20 Years Experience in the Collaborative Communications both Face to Face and Online
    What can 2BalanceU do for you?
    For more information contact Heidi Forbes Östeheidi@2balanceu.com