Understanding ‘social’ and it’s impact on  business leadership and branding      Penny Power @pennypower              #eca...
My background                                          1998Many mistakesTransactional attitudes do not workTried to make m...
Do leaders of businesses understand the word ‘social’?
Is this a repeat of ‘customer is king’ but     “Our Customer Services department have the             patience to look aft...
Social Media is that ‘marketing thing’
Business leaders are terrified of this ‘social world’  They HAVE to lose their Transactional Mindset                      ...
Communities -  • Births  • Deaths  • Marriages
Chinese proverb  “To know and not to    do is not YET to         know”
Lessons being learned by CEO’s the hard way
“I’d like my life back” – a defining moment
Beyond customer service – this message taught us allthat…   It is not about YOU, it is about                   US       Co...
Corporate’s speak with their heads  • Consumers and Small Businesses listen with    their hearts
This goes way beyond ‘engagement’  • Engagement is a TASK     • It can be fake     • It can be delegated  • Building Commu...
‘Communities’ are a brands unfair advantage  •   Very different to a network  •   Two way communication  •   Listen, adapt...
Creating our ‘shared values’
Safe and Supported
My lessons
My lessons • Communities don’t want to be transacted with
My lessons • Communities don’t want to be transacted with • They only want to be supported
My lessons • Communities don’t want to be transacted with • They only want to be supported • They want their own agenda
My lessons •   Communities don’t want to be transacted with •   They only want to be supported •   They want their own age...
My lessons •   Communities don’t want to be transacted with •   They only want to be supported •   They want their own age...
My lessons •   Communities don’t want to be transacted with •   They only want to be supported •   They want their own age...
My lessons •   Communities don’t want to be transacted with •   They only want to be supported •   They want their own age...
My lessons •   Communities don’t want to be transacted with •   They only want to be supported •   They want their own age...
My lessons •   Communities don’t want to be transacted with •   They only want to be supported •   They want their own age...
But they are very powerful for your brand     They build yourSocial Capital
Social Capital is the glue in which to build a brand andcreate followers                        Create your               ...
Social Capital is the glue in which to build a brand andcreate followers                          Shared                  ...
Social Capital is the glue in which to build a brand andcreate followers                          Shared                  ...
Social Capital is the glue in which to build a brand andcreate followers                          Shared                  ...
Social Capital is the glue in which to build a brand andcreate followers                          Shared                  ...
Social Capital is the glue in which to build a brand andcreate followers                               Shared             ...
Social Capital is the glue in which to build a brand andcreate followers                               Shared             ...
The power of unconditional Love as a child  Now we have to engage support and care with   no conditions and no hidden agenda
“I support my friends”
“I support my friends”    TJ – aged 13 –    600 in network
“I support my friends”    TJ – aged 13 –    600 in network   Ross – aged 16   800 in network
“I support my friends”    TJ – aged 13 –    600 in network   Ross – aged 16   800 in network Hannah – aged 18 3000 in netw...
The trick is to learn how to monetize social capital  • What are the problems that your community    members have?  • What...
Creating followers    "the goal is NOT to sell what you have to    people who need what you have…………    The goal is to get...
"If you want to build a ship, dont drum up the people togather wood, divide the work,and give orders. Instead, teachthem t...
Building Community requires  •   Devotion  •   Heart  •   Passion  •   Understanding  •   Belief  •   Thought leadership  ...
Community building will become a ‘Boardroom’ priorityGlobalization has given the shareholders too much choice – when an ec...
Community building will become a ‘Boardroom’ priority          Corporate Social Responsibility has broken                 ...
The economic benefits of social capital growth  • Reduces transaction costs      • Buyers come to buy  •   Creates new for...
Where do you start?
Where do you start?  • Brands need to understand the demographic    they serve and the needs of that demographic
Where do you start?  • Brands need to understand the demographic    they serve and the needs of that demographic  • The bo...
Where do you start?  • Brands need to understand the demographic    they serve and the needs of that demographic  • The bo...
Where do you start?  • Brands need to understand the demographic    they serve and the needs of that demographic  • The bo...
How Ecademy achieves this
How Ecademy achieves this  • We listen and engage across all platforms
How Ecademy achieves this  • We listen and engage across all platforms  • We are embedded in the community through the blo...
How Ecademy achieves this  • We listen and engage across all platforms  • We are embedded in the community through the blo...
How Ecademy achieves this  • We listen and engage across all platforms  • We are embedded in the community through the blo...
How Ecademy achieves this  • We listen and engage across all platforms  • We are embedded in the community through the blo...
How Ecademy achieves this  • We listen and engage across all platforms  • We are embedded in the community through the blo...
How Ecademy achieves this  • We listen and engage across all platforms  • We are embedded in the community through the blo...
How Ecademy achieves this  • We listen and engage across all platforms  • We are embedded in the community through the blo...
How Ecademy achieves this  • We listen and engage across all platforms  • We are embedded in the community through the blo...
How Ecademy achieves this  • We listen and engage across all platforms  • We are embedded in the community through the blo...
How Ecademy achieves this  • We listen and engage across all platforms  • We are embedded in the community through the blo...
How Ecademy achieves this  • We listen and engage across all platforms  • We are embedded in the community through the blo...
Seeking solutions together within an SME Community
Thank you everyone                 223                 comments                            7,582 views
The taxi driver
The banks as a case study  • Will they return to relationship banking                       OR
Will the social networks become banks….
Relationship algorithms
Klout, Peer Index, Empire Avenue
Klout, Peer Index, Empire Avenue
Klout, Peer Index, Empire Avenue
Klout, Peer Index, Empire Avenue                         Social Capital games for                         measuring influen...
The power of having followers and influence       Followers grow your social capital          •   Your ability to innovate...
Creating ‘followers’ is a different skill set and a differentintention                                   intention
Does the Pillow Man sell Pillows OR
“Does he sell the beauty and gift of sleep “
Would you follow someone who sells pillows?  • Would you follow someone who wants to    improve sleep for all?
The social world demands intention to be for the goodof all  •   What good is a brand doing?  •   How does it improve the ...
Are you transactional?                         I want to sell                         to you
Are you transactional?  Suspect               I want to sell                         to you
Are you transactional?  Suspect               I want to sell                         to you  Prospect
Are you transactional?  Suspect               I want to sell                         to you  Prospect  Customer
Trappingcustomers
Are you ‘social’?                    I love my                    network of                    friends
Are you ‘social’?  Stranger                    I love my                    network of                    friends
Are you ‘social’?  Stranger  Friend           I love my                    network of                    friends
Are you ‘social’?  Stranger  Friend           I love my                    network of  Follower                    frie...
Social thinking                  Attract Followers
Maslow – hierarchy of needs
Maslow – hierarchy of needs
What if you have to have self actualisation first!
What if you have to have self actualisation first!
Why should this matter in a global economy  • Consumers have choice  • Consumers share their experience  • Followers have ...
Ecademy have created followers around our Manifesto                     #DBBM
My legacy - Social Capital for all
A final thought  • Social Responsibility of Leaders to enable    their staff to build their own brand and    networks  • A...
Social Media Builds your Social Capital       Thank you   Please stay in touch         @pennypower
iStrategy AMS 2011 | Penny Power, Founder, Ecademy
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iStrategy Amsterdam, 2011 - Penny Power, Founder, Ecademy, Understanding ‘social’ and it’s impact on business leadership and branding (Split Stream Keynote Session, Day 1)

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iStrategy AMS 2011 | Penny Power, Founder, Ecademy

  1. 1. Understanding ‘social’ and it’s impact on business leadership and branding Penny Power @pennypower #ecademy Building Social Capital Founder of Ecademy.com
  2. 2. My background 1998Many mistakesTransactional attitudes do not workTried to make money from the community!
  3. 3. Do leaders of businesses understand the word ‘social’?
  4. 4. Is this a repeat of ‘customer is king’ but “Our Customer Services department have the patience to look after them”
  5. 5. Social Media is that ‘marketing thing’
  6. 6. Business leaders are terrified of this ‘social world’ They HAVE to lose their Transactional Mindset I want to sell to you
  7. 7. Communities - • Births • Deaths • Marriages
  8. 8. Chinese proverb “To know and not to do is not YET to know”
  9. 9. Lessons being learned by CEO’s the hard way
  10. 10. “I’d like my life back” – a defining moment
  11. 11. Beyond customer service – this message taught us allthat… It is not about YOU, it is about US Communities of people are asking for something but not everyone is listening to them
  12. 12. Corporate’s speak with their heads • Consumers and Small Businesses listen with their hearts
  13. 13. This goes way beyond ‘engagement’ • Engagement is a TASK • It can be fake • It can be delegated • Building Communities is a shared value and a reason for existing • Building communities creates a new form of capital in a company • Social Capital
  14. 14. ‘Communities’ are a brands unfair advantage • Very different to a network • Two way communication • Listen, adapt, innovate, survive, thrive • Forgive • Loyal • Belonging • Family • Shared values • Advocacy
  15. 15. Creating our ‘shared values’
  16. 16. Safe and Supported
  17. 17. My lessons
  18. 18. My lessons • Communities don’t want to be transacted with
  19. 19. My lessons • Communities don’t want to be transacted with • They only want to be supported
  20. 20. My lessons • Communities don’t want to be transacted with • They only want to be supported • They want their own agenda
  21. 21. My lessons • Communities don’t want to be transacted with • They only want to be supported • They want their own agenda • You cannot control them
  22. 22. My lessons • Communities don’t want to be transacted with • They only want to be supported • They want their own agenda • You cannot control them • They want a lot for free
  23. 23. My lessons • Communities don’t want to be transacted with • They only want to be supported • They want their own agenda • You cannot control them • They want a lot for free • They have an enormous power
  24. 24. My lessons • Communities don’t want to be transacted with • They only want to be supported • They want their own agenda • You cannot control them • They want a lot for free • They have an enormous power • They are very hard to monetize
  25. 25. My lessons • Communities don’t want to be transacted with • They only want to be supported • They want their own agenda • You cannot control them • They want a lot for free • They have an enormous power • They are very hard to monetize • You cannot see them as customers
  26. 26. My lessons • Communities don’t want to be transacted with • They only want to be supported • They want their own agenda • You cannot control them • They want a lot for free • They have an enormous power • They are very hard to monetize • You cannot see them as customers • Loyalty means they will criticize
  27. 27. But they are very powerful for your brand They build yourSocial Capital
  28. 28. Social Capital is the glue in which to build a brand andcreate followers Create your Social Capital Image taken from Alison Mitchell Liverpool University
  29. 29. Social Capital is the glue in which to build a brand andcreate followers Shared Commitment to belonging Create your Social Capital Image taken from Alison Mitchell Liverpool University
  30. 30. Social Capital is the glue in which to build a brand andcreate followers Shared Commitment to belonging Shared norms of behaviour Create your Social Capital Image taken from Alison Mitchell Liverpool University
  31. 31. Social Capital is the glue in which to build a brand andcreate followers Shared Commitment to belonging Shared norms of behaviour Create your Social Capital Effective communicati on channels Image taken from Alison Mitchell Liverpool University
  32. 32. Social Capital is the glue in which to build a brand andcreate followers Shared Commitment to belonging Shared norms of behaviour Create your Social Capital Effective communicati on channels Image taken Formal and from Alison Informal Mitchell networks Liverpool University
  33. 33. Social Capital is the glue in which to build a brand andcreate followers Shared Commitment to belonging Shared norms of behaviour Create your Social Capital Reciprocity and Effective mutuality communicati on channels Image taken Formal and from Alison Informal Mitchell networks Liverpool University
  34. 34. Social Capital is the glue in which to build a brand andcreate followers Shared Commitment to belonging Trust Shared norms of behaviour Create your Social Capital Reciprocity and Effective mutuality communicati on channels Image taken Formal and from Alison Informal Mitchell networks Liverpool University
  35. 35. The power of unconditional Love as a child Now we have to engage support and care with no conditions and no hidden agenda
  36. 36. “I support my friends”
  37. 37. “I support my friends” TJ – aged 13 – 600 in network
  38. 38. “I support my friends” TJ – aged 13 – 600 in network Ross – aged 16 800 in network
  39. 39. “I support my friends” TJ – aged 13 – 600 in network Ross – aged 16 800 in network Hannah – aged 18 3000 in network
  40. 40. The trick is to learn how to monetize social capital • What are the problems that your community members have? • What do they want YOU to serve them? • What are their needs that you can support? • Who else do you need to collaborate with to solve problems for them? • What is it that your community values about you?
  41. 41. Creating followers "the goal is NOT to sell what you have to people who need what you have………… The goal is to get people to BELIEVE WHAT YOU BELIEVE” Simon Sinek ‘Start with WHY’
  42. 42. "If you want to build a ship, dont drum up the people togather wood, divide the work,and give orders. Instead, teachthem to yearn for the vast and endless sea” Antoine De Saint-Exupery,  Author of The Little Prince.
  43. 43. Building Community requires • Devotion • Heart • Passion • Understanding • Belief • Thought leadership • Empathy • Inter-dependence
  44. 44. Community building will become a ‘Boardroom’ priorityGlobalization has given the shareholders too much choice – when an economy is not thriving they move awayCSR is just a line on a P&L, not led with passionCSR is legally expectedLegal obligation has taken away the competitive advantage of being a ‘good’ companyLeaders have to decide who they care for and whyLeaders will need to communicate and show that they careLeaders will have to lead with their heart!!!!
  45. 45. Community building will become a ‘Boardroom’ priority Corporate Social Responsibility has broken down the ‘free will’ of caringGlobalization has given the shareholders too much choice – when an economy is not thriving they move awayCSR is just a line on a P&L, not led with passionCSR is legally expectedLegal obligation has taken away the competitive advantage of being a ‘good’ companyLeaders have to decide who they care for and whyLeaders will need to communicate and show that they careLeaders will have to lead with their heart!!!!
  46. 46. The economic benefits of social capital growth • Reduces transaction costs • Buyers come to buy • Creates new forms of information exchange • Increases innovation/live R&D • Increases loyalty to the brand • Creates a ‘connection’ • Provides feedback • Ensures engagement
  47. 47. Where do you start?
  48. 48. Where do you start? • Brands need to understand the demographic they serve and the needs of that demographic
  49. 49. Where do you start? • Brands need to understand the demographic they serve and the needs of that demographic • The board needs to agree on their shared values
  50. 50. Where do you start? • Brands need to understand the demographic they serve and the needs of that demographic • The board needs to agree on their shared values • Recruitment has to include these shared values
  51. 51. Where do you start? • Brands need to understand the demographic they serve and the needs of that demographic • The board needs to agree on their shared values • Recruitment has to include these shared values • The company must seek to provide greater contribution to the local or global communities
  52. 52. How Ecademy achieves this
  53. 53. How Ecademy achieves this • We listen and engage across all platforms
  54. 54. How Ecademy achieves this • We listen and engage across all platforms • We are embedded in the community through the blogs and messaging
  55. 55. How Ecademy achieves this • We listen and engage across all platforms • We are embedded in the community through the blogs and messaging • We meet offline
  56. 56. How Ecademy achieves this • We listen and engage across all platforms • We are embedded in the community through the blogs and messaging • We meet offline • We understand the plight and lives of SME’s
  57. 57. How Ecademy achieves this • We listen and engage across all platforms • We are embedded in the community through the blogs and messaging • We meet offline • We understand the plight and lives of SME’s • We empathize
  58. 58. How Ecademy achieves this • We listen and engage across all platforms • We are embedded in the community through the blogs and messaging • We meet offline • We understand the plight and lives of SME’s • We empathize • We share
  59. 59. How Ecademy achieves this • We listen and engage across all platforms • We are embedded in the community through the blogs and messaging • We meet offline • We understand the plight and lives of SME’s • We empathize • We share • We are open and encourage random
  60. 60. How Ecademy achieves this • We listen and engage across all platforms • We are embedded in the community through the blogs and messaging • We meet offline • We understand the plight and lives of SME’s • We empathize • We share • We are open and encourage random • We encourage shared values
  61. 61. How Ecademy achieves this • We listen and engage across all platforms • We are embedded in the community through the blogs and messaging • We meet offline • We understand the plight and lives of SME’s • We empathize • We share • We are open and encourage random • We encourage shared values • We take responsibility
  62. 62. How Ecademy achieves this • We listen and engage across all platforms • We are embedded in the community through the blogs and messaging • We meet offline • We understand the plight and lives of SME’s • We empathize • We share • We are open and encourage random • We encourage shared values • We take responsibility • We ‘parent’
  63. 63. How Ecademy achieves this • We listen and engage across all platforms • We are embedded in the community through the blogs and messaging • We meet offline • We understand the plight and lives of SME’s • We empathize • We share • We are open and encourage random • We encourage shared values • We take responsibility • We ‘parent’ • We are a family
  64. 64. How Ecademy achieves this • We listen and engage across all platforms • We are embedded in the community through the blogs and messaging • We meet offline • We understand the plight and lives of SME’s • We empathize • We share • We are open and encourage random • We encourage shared values • We take responsibility • We ‘parent’ • We are a family “Community First, Transaction Second”
  65. 65. Seeking solutions together within an SME Community
  66. 66. Thank you everyone 223 comments 7,582 views
  67. 67. The taxi driver
  68. 68. The banks as a case study • Will they return to relationship banking OR
  69. 69. Will the social networks become banks….
  70. 70. Relationship algorithms
  71. 71. Klout, Peer Index, Empire Avenue
  72. 72. Klout, Peer Index, Empire Avenue
  73. 73. Klout, Peer Index, Empire Avenue
  74. 74. Klout, Peer Index, Empire Avenue Social Capital games for measuring influence Are they just games??
  75. 75. The power of having followers and influence Followers grow your social capital • Your ability to innovate • Your reputation • Your brand • Your sense of belonging • Loyalty to the brand • Advocacy • Your market position • They talk about you
  76. 76. Creating ‘followers’ is a different skill set and a differentintention intention
  77. 77. Does the Pillow Man sell Pillows OR
  78. 78. “Does he sell the beauty and gift of sleep “
  79. 79. Would you follow someone who sells pillows? • Would you follow someone who wants to improve sleep for all?
  80. 80. The social world demands intention to be for the goodof all • What good is a brand doing? • How does it improve the lives of others? • Why are they worthy of being followed? • What do I gain by following their message? • What do my followers gain?
  81. 81. Are you transactional? I want to sell to you
  82. 82. Are you transactional? Suspect I want to sell to you
  83. 83. Are you transactional? Suspect I want to sell to you Prospect
  84. 84. Are you transactional? Suspect I want to sell to you Prospect Customer
  85. 85. Trappingcustomers
  86. 86. Are you ‘social’? I love my network of friends
  87. 87. Are you ‘social’? Stranger I love my network of friends
  88. 88. Are you ‘social’? Stranger Friend I love my network of friends
  89. 89. Are you ‘social’? Stranger Friend I love my network of Follower friends
  90. 90. Social thinking Attract Followers
  91. 91. Maslow – hierarchy of needs
  92. 92. Maslow – hierarchy of needs
  93. 93. What if you have to have self actualisation first!
  94. 94. What if you have to have self actualisation first!
  95. 95. Why should this matter in a global economy • Consumers have choice • Consumers share their experience • Followers have passion • Followers share their beliefs
  96. 96. Ecademy have created followers around our Manifesto #DBBM
  97. 97. My legacy - Social Capital for all
  98. 98. A final thought • Social Responsibility of Leaders to enable their staff to build their own brand and networks • Aging population • No job security • Pensions - ????? • Healthcare - ????
  99. 99. Social Media Builds your Social Capital Thank you Please stay in touch @pennypower

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