The future is social: how social tools change the way we do business
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The future is social: how social tools change the way we do business



Opening keynote at Fresh Business Thinking LIVE! in London on 15 November 2011

Opening keynote at Fresh Business Thinking LIVE! in London on 15 November 2011



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  • SLIDE 1: TITLE SLIDE\nI’d like to kick off with an overview\nTake a step back and look at where all this social stuff might be heading\nHands up if you’re really excited about social media/ or do you think it’s rubbish?\nI look after social media for a branding group called All About Brands\nMy arm of business is AAB Engage: we do social media strategy and implementation\nNeed to start with a disclaimer: I’m prob what Peter Jones would call a hippie with a calculator.\nI believe all this social connectivity is actually opening business up for the better, and that it all ties in with traditional business processes being rather broken. \n\n
  • SLIDE 2: VISIONARIES \n\nThese are some of the people who inspire me. \n\n Stowe Boyd - eco-friendly, social-savvy, futurist\n Tessy Britton - author of Handmade: learning/ sharing/ making\n Douglas Rushkoff - coined terms such as ‘viral media’ and ‘social currency’\n Josephine Green - Gave Philipps their new focus on health + wellness\n JP Rangaswami - Confused of Calcutta\n Rachel Botsman - Collaborative Consumption\n Clay Shirky - every organisation is a media org\n Umair Haque - ethical capitalism\n David Cushman - the power of the network\n\nA couple of years ago wrote a book looking at the impact of social media on business.\nInterviewed 50 thought-leaders in the UK, Europe and the US\nPulled out six emergent behaviours or trends that would like to talk about today.\nThese are all trends that are impacting on business thinking right now.\nSix trends that are already happening - but set to get bigger\nSix trends aided and abetted, if not defined, by the social web.\nIncluded some examples: hope they’ll help you think how YOUR company can start adapting\nRight here and now.\n
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  • SLIDE 4: ARAB SPRING\n\nAnti-Mubarak protestors in Egypt earlier this year.\nWhat’s now known as the Arab Spring started with protests in Tunisia in December 2010. And has so far resulted in revolutions in three countries: Tunisia, Egypt and Libya. Protests are still taking place in Bahrain, Yemen and Syria.\nYouth unemployment, satellite TV and social networks have been credited for spreading the unrest. At the time of Mubarak’s resignation in Feb, banners saying thank you Facebook\nSo, what does all this mean for businesses back in the UK?\n
  • SLIDE 5: SOCIAL MEDIA V THE NEWS OF THE WORLD\n\nWhen people started reacting on Twitter to the NOTW hacking scandal back in July\nIt wasn’t long before American journalists were talking about the “British Spring”\nAs us poor downtrodden Brits rose up in unison against our oppressors.\nOn 4 July, a campaign started on Twitter & Facebook to dissuade advertisers from the NOTW \nMomentum: on 7 July, was announced that that Sunday’s NOTW would be the last ever.\n\n
  • SLIDE 6: THE DRAMA UNFOLDS\n\nAnd, as we now know, that was just the start.\nMore revelations followed, and high profile resignations \ninc News International CEO Rebekah Brooks and Met Police Commissioner Sir Paul Stephenson. \nFormer NOTW Editor Andy Coulson and Rebekah Brooks were arrested.\nRupert Murdoch & son James summoned to give evidence to a parliamentary select committee. \nFact UK’s best-selling, 168 year old newspaper closed down in a matter of days is astounding.\nConsumers demanding respect through social media. 5 years ago, simply would not be possible.\nBusinesses who ignore this new surge of people power do so at their peril.\nIn the future, our customers will expect to be listened to.\nAre you using social media to listen to your customers?\n\n
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  • SLIDE 8: LUCY SIEGLE QUOTE\n\nThis quote is from Lucy Siegle, the Observer’s Environmental Correspondent\nIn the 1970s, concepts like recycling and alternative energy were the preserve of tree hugging hippies - now they are something we all need to think about. \n
  • SLIDE 9: \n\nBig brands falling over themselves to in effort to show their green credentials: CSR on steroids.\n- Cause-related marketing is big business.\nPRODUCT RED = one of largest cause-related marketing campaigns ever. \nCreated to support The Global Fund to Fight AIDS, Tuberculosis and Malaria.\nParticipants include The Gap and Apple.\nP+G’s Pampers teamed up with Salma Hayek and UNICEF to fund tetanus vaccinations for babies \nAnd businesses are innovating in ethical ways.\nIn January, PepsiCo decided not to buy Superbowl ads; instead launched Pepsi Refresh Project.\nOffered more than $20m to spend on crowdsourced community projects.\nM&S Plan A: 180 commitments to become world’s most sustainable major retailer by 2015\nChase Bank’s Community Giving project gives grants to S/M charities ($3m this year)\nGoogle for Good; Ebay’s World of Good; Microsoft funds the Bill & Mel Gates Foundation...\nThis is not simply due to media hype about global warming. \nIt’s down to fact that stakeholders matter. Their concerns matter. Business wants to show it cares\n\n
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  • SLIDE 11: TREE PLANTING QUOTE\n\nAnd this consumer trend is backed by a business trend\nSocial tools enable businesses to become more people-centric\nIssues which currently matter, such as sustainability + ethics, inevitably move centre-stage.\nIt’s the panopticon effect of social media\nThere’s no point in simply “astro-turfing”, posing as someone who believes in grassroots causes.\nYou’ve actually got to BE that person.\nAre you addressing most pressing concerns of your stakeholders? Do you know what they are?\nIf so, good. Are you using social media to spread the word?\n\n
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  • SLIDE 13: DOUGLAS RUSHKOFF\n\nDouglas Rushkoff author and theorist\nCoined terms like ‘viral media’ + ‘social currency’\nHis first book on cyberculture, Cyberia, due to be published in 1992\nCancelled because the publisher was scared internet would be ‘over‘ by 1993. \nDouglas talks about difference between C20th mass advertising + the social internet now\nBrand images like Colonel Saunders and Ronald McDonald became more powerful\nImages/ stories of craftspeople down the road had less impact.\nNow, thanks to the social web, we’re reconnecting with those real people again.\nIf we make/ care about something - that’s what we should be using in our marketing + ads\n
  • SLIDE 14: BRACKENBURY VILLAGE\n\nLondon is filled with villages like this: with a deli / butcher/ ironmonger\nThe wierd thing is, this local village is doing okay, despite the downturn.\nWhy? Because the people who live here don’t go to supermarkets any more. They get everything delivered. And then pop round the corner to top up.\nThey don’t mind paying extra because they love the theatrics/ DIY advice/ gossip\nAnd the devotion these guys have to what they do.\n
  • SLIDE 15: CAKES\n\nThis is the counter in Brackenbury’s deli\nAll these cakes are organic and homemade.\nBut customers don’t care paying extra because they’re paying for quality and a little bit of love\nFunnily enough, it’s these sorts of local shops and services that do just brilliantly on social media\nBecause they’re passionate about what they do, they’ve got plenty to talk about.\nGoogle has just launched a service, Google AdWords Express, specifically for this local market.\nIn the future customers will want to see whites of eyes of real people behind corporate facade.\nAnd our employees, partners and suppliers will expect to see the same.\nAre you using true stories to market your business?\nHave you thought about how social media can help you do this?\n
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  • SLIDE 17: RACHEL BOTSMAN QUOTE\n\nThis is a quote from Rachel Botsman, author of “What’s mine is yours: the rise of Collaborative Consumption”.\nQ: When you’re using a social network, how do you assess people? [SHARE vs OWN]\n
  • SLIDE 18: COLLABORATIVE EXAMPLES\n\nRachel’s Collaborative consumption website lists a whole load of start-ups that put community and sharing at the heart of what they do. \nKickstarter: crowdsources funding for creative projects\nLucy in Disguise: rents out vintage clothing\nFashionstake: a groupon for desirable designer clothing\nTaskrabbit: outsource your every day chores to a community of time-rich helpers\nCouchsurfing: puts people with spare beds/ sofas in touch with people who are travelling\nAir BNB: private individuals renting out their houses, apartments or rooms\nThe Make Lounge: join other people to knit, sew and create stuff together\nStreetcar: ditch your car and join a car club\nThreadless: crowdsourced T-shirt designs\n If you share the same platform as your customer you need a more inclusive business strategy\nAre you thinking about ways to involve and build your community? \n
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  • SLIDE 20: CEOs SAY SORRY\n\nI’m not sure quite who originated the YouTube CEO apology but it was possibly David Neeleman of JetBlue\nValentines Day 2007: JetBlue passengers stranded for 8 hours on a runway\nAs they blogged/ tweeted about their ordeal, Neeleman took to YouTube to apologise\nJan 2010: Akio Toyoda: Toyota recalls 7m vehicles due to clutch and engine problems: \nSep 2011: Reed Hastings of Netflix posted a public apology on his blog after changes resulted in an up to 60% price increase for some customers \nLast month: RIM’s CEO Mike Lazaridis aplogised for Blackberry outages.\n
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  • SLIDE 22: P+G CONNECT\n\nHumility is one thing. What about honesty?\nWe’re also seeing a trend in open innovation - where companies share information about the problems they are having in the hope that they can procure a solution.\nThese quotes are all actual requirements on P+G’s connect and develop website.\nWhat is interesting is the problems they reveal.\nWe can presume, for example, that P+G currently use bleach in all their teeth-whitening products and that all their hair removal treatments are painful.\nOkay, so we may know this, but the fact that this is being publically admitted?\nIt’s light years away from the controlled advertising messages of the past.\n
  • SLIDE 23: SECURITY GUARDS\n\nThe fortress business is becoming less relevant.\nThe walls of the corporation are permeable. Everything is hackable.\nHave you acknowledged this change in your business operations? \nAre you still keeping customers at arm’s length or are you communicating honestly and openly?\nDo you appreciate that customer experience and collaboration are key differentiators today? \n\n
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  • SLIDE 25: THINGS THAT MAKE US GO ‘OOH’\n\nOne of the problems of legacy businesses is that they’ve built process upon process\nStart-ups are often said to have an advantage because they are leaner and simpler.\nRight now, we’re experiencing a bottleneck: we feel overwhelmed by technology.\nAs Clay Shirky says: it’s not information overload, it’s filter failure.\nMany of the best innovations of recent years have been time-saving, effort-saving devices.\nLook at the success of all these products whose simple interfaces make our lives easier.\nIn the future, it’s said that we wont’t even notice how we connect with each other + things\nThe semantic web will interpret our desires even as we articulate them\nInterfaces will be almost imperceptible; sharing will be truly “frictionless”.\nAre you simplifying processes to make life easier for your customers?\n\n
  • SLIDE 26: THE FUTURE IS SOCIAL\n\nRESPECT: Are you using social media to listen to your customers?\nECO-FRIENDLY: Are you using social media to address concerns of stakeholders?\nTRUE STORIES: Are you using passion and real people to market your business?\nCOMMUNITY: Are you developing an inclusive business strategy that engages your community?\nHUMILITY: Are you communicating as honestly and openly as you possibly can?\nSIMPLICITY: Are you embracing the dis-intermediatory power of social media?\n\n
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The future is social: how social tools change the way we do business The future is social: how social tools change the way we do business Presentation Transcript

  • The future is social:How social tools change theway we do businessJemima Gibbons AAB Engage @jemimagFresh Business Thinking LIVE! 15 November 2011 Photo: Moleratsgotnofur
  • Trend 1Respect
  • Photo: Takver
  • Trend 2Eco-friendly business
  • “The ethical movement has crossedinto the mainstream and become acentral issue for everyone frompoliticians to retailers.” Lucy Siegle, Observer Photo: Abby Lanes
  • “It’s not just conducting a tree-planting event once a year...youactually have to make yourproducts greener.” Archie Rastorguev, MMD Photo: Freefotouk
  • Trend 3True stories
  • Trend 4Community
  • “Gen Y has grown up sharing - files,video games, knowledge - it’ssecond nature. We, the Millennials,are foot soldiers, moving us from aculture of me, to a culture of we.” Rachel Botsman Photo: Clicksy
  • Trend 5Humility and honesty
  • We seek a bleach free teeth- whitening formula We are interested in technologies that deliver cleaning with shine and gloss on hard surfacesWe are looking for amethod/ device toremove hairs fromthe root without pain Photo: Metamerist
  • Photo: SeaworldSA
  • Trend 6Simplification
  • The future is social... 1. Respect 2. Eco-friendly business 3. True stories 4. Community 5. Humility and honesty 6. Simplicity
  • Thank 07958 357 334 @jemimag