Have we entered an era when what a company stands for is more important than what it sells? Brand Reputation Survival of the nicest? "A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption of our work. He is the purpose of it. He is not an outsider to our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us the opportunity to do so.“ M Gandhi

Have we entered an era when what a company stands for is more important than what it sells?

"A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption of our work. He is the purpose of it. He is not an outsider to our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us the opportunity to do so.“

M Gandhi

Social Media Benefits Category of Business Benefit Intangible Tangible Source of contribution Customer Loyalty & Brand Awareness Direct Revenue Lower Operational Expense Comment Customer/Member profile √ √ Customer intelligence & extending market reach at low cost Advocacy/pass through revenue √ √ √ Sales channel for complimentary products/services Group Discounts √ √ Special offers to subscribers Affiliation √ √ Viral sales Member-Member commerce √ √ Packaging brand products to serve customer's own network Offline events √ √ Forms deeper relationships Competitive research √ √ √ Access to opinions using polls/surveys Product & service co-creation √ √ √ Lower service development costs Peer-to-peer self-help √ √ √ Reduces contact centre traffic Membership √ √ √ Friends invitations. Member get member

Intangibles – the prize

Intangibles Greatest Value Brand can become part of the social fabric Part of the customer’s ‘cycle of need’ Accurate measure of goodwill Share price Transparency Information about past performance Hardest to measure Relationship capital What is it? Research efforts. Academic & business. What’s it worth? The Enron post mortem

Greatest Value

Brand can become part of the social fabric

Part of the customer’s ‘cycle of need’

Accurate measure of goodwill

Share price

Transparency

Information about past performance

Hardest to measure

Relationship capital

What is it?

Research efforts. Academic & business.

What’s it worth?

The Enron post mortem

What does this mean for moderation? “ Markets are conversations” It’s going to get busy Metrics, data and industry reporting should be a major future revenue stream Facebook & Twitter hint at charging for ‘sentiment’ data and analysis Why can’t Tempero? Perhaps conduct some research? Providing data that enables stock markets to value companies is big business

“ Markets are conversations”

It’s going to get busy

Metrics, data and industry reporting should be a major future revenue stream

Facebook & Twitter hint at charging for ‘sentiment’ data and analysis

Why can’t Tempero?

Perhaps conduct some research?

Providing data that enables stock markets to value companies is big business