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11 Rules for the Social Era - book by Nilofer Merchant
The document outlines key principles for marketing in the social era, emphasizing the importance of connections over mere outreach, community engagement, and collaboration. It highlights the shift from traditional consumer dynamics to co-creation and celebrates uniqueness and adaptability within organizations. The author argues that understanding and leveraging shared ideas, values, and a willingness to unlearn outdated practices are essential for success in this evolving landscape.
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11 Rules for the Social Era - book by Nilofer Merchant
- 1. r u le s for the social era ELEVEN n i l o f e r m e r c h a n t
- 2.
- 3. Previous eras of marketingwere about reaching as many people as possible. He who yelled the loudest and the furthest won.
- 4. “The results ofa new study support what many people intuitively know about winning political elections: the party that has a more connected voter network usually receives more votes. ” http://phys.org/news/2013-04-election-strongly-voter-network-key.html#jCp
- 5. The social erais about connecting people, things and ideas. It’s not how many you reach, it’s how many you connect.
- 6. two. community is longevity “If youwant to go fast, go alone. If you want to go far, go with others.”African Proverb
- 7. Relationships between companiesand customers had become incredibly transactional. The Social Era burst that bubble.
- 8. 42% of customersexpect social media responses from their inquiries (within the hour!) (study by GetSatisfaction) but it’s not just about customer support... 86% of customers want to engage retail brands via mobile/social channels if they believe that it would improve future expectations (study by EmpathicaInc. http://www.luxurydaily.com/82pc-consumers-want-to- engage-retail-brands-via-mobile-study/) and by engagement, they mean mutually beneficial interactions. not more transactions. but it does lead to transactions... 30% Increase in sales because of social media interactions. (study by LoyaltyOne, Northwestern and Ivey Business School: http://loyalty.com/knowledge/articles/social-media-payoff-missing-link- between-social-media-roi
- 9. These are justtwo of the shining examples of how attention to building relationships with customers leads to loyalty and longevity.
- 10. but we don’tcall them customers anymore...
- 11. three. no more“consumer” GAME OVER
- 12. BUYERS SELLERS COLLECTORS MAKERS BROWSERSCURATORS AUDIENCE ENTERTAINERS
- 13. the audience areentertainers the buyers are sellers the browsers are curators entertainers are the audience sellers are buyers curators are browsers
- 14. this is agood thing, because...
- 15. four. the power of co-creation “peoplewill support what they help create.”post-it note at the front reception in Office Nomads, a coworking space in Portland, OR.
- 16. Since it’s launchin 2009, Kickstarter has helped raise over $607 million for over 45,000 projects. *from Kickstarter Stats
- 17. Modcloth went froma dorm room side project to $100M in sales (40% annual growth) against much bigger retailers because they work with their customers to do everything from merchandising to creating whole new lines.
- 18. with in the social era,you sell not TOy o u r c u s t o m e r s
- 19. When community investsin an idea, it also co-owns its success.
- 20.
- 21. When we defineourselves by what others want, we please no one, take no risks and deny our uniqueness. We are kissing a ‘moving butt’. What do you want me to be?
- 22. Each of usis standing in a spot no one else occupies. That unique perspective is born of our accumulated experience, perspective, and our vision. This is our onlyness.
- 23. Jack Dorsey, founderof both Twitter and Square, is the epitome of onlyness. Coming up with two completely unique ideas that solve real problems from a very unique angle requires a person with a unique perspective. Jack’s accumulated experience, perspective and vision is what gives him the ability to dream up these ideas. His onlyness is why nobody else could have done the same.
- 24. comparisonitis what’s the oppositeof onlyness?
- 25. “Be yourself; everyone elseis already taken.” Oscar Wilde
- 26.
- 27. big wig vp wigvp wig vp wig middle wig middle wig middle wig middle wig middle wig middle wig peons had ideas & made decisions just told to get strategy done do what they were told to do (but have lots of great ideas to improve things that aren’t listened to). the pre-social era way
- 28. The Air Sandwich: whenthose at the top give orders and those at the bottom are just expected to deliver, but there is nothing in between to collect feedback from front line workers to become a learning organization, improving ideas.
- 29. the social eraway big wig vp wig vp wig vp wig vp wig talent talent talent talent enabling the connected and talented individuals in the organization through systems and leadership. understanding that talent and ideas can come from all corners of the organization (and even from outside).
- 30. Powerful organizations lookless like an 800- pound gorilla and more like fast, fluid, flexible networks of connected individuals - like, say, a herd of 800 nimble gazelles.
- 31.
- 32.
- 33. Bodyform (feminine products)responds to concerned post on Facebook with hyper-honest + funny video - gets millions of views organically.
- 34. Sainsbury’s has agreat sense of humor + humility + it pays in loyalty and organic PR.
- 35.
- 36. unlearning• different canvas,different brush: there are no ‘best practices’ because there are no constant variables. • shift happens: metrics or assumptions from the past are not necessarily useful for the future • avoid analysis paralysis: don’t overplan...iterate! Try, fail, learn, adjust, repeat. • flex your openness: great ideas come from everywhere. • skate to where the puck is going: don’t do what everyone else is doing or what is working for you. Figure out what’s next.
- 37. TEDTED TED - oncenotoriously closed and protective of their brand - first opened up talks on TED.com for the world, THEN opened up the ability for anyone to organize local TEDx conferences. They recognized the brand as a closed, protected entity couldn’t be contained with the growth of the social web + participatory media. So they unlearned their tried and true ways and collaborated with their audience to change. In 2012, there were over 2,700 TEDx events worldwide. It hasn’t been without bumps, but they remain agile.
- 38. An organization can andshould be perpetually reinventing its constructs.
- 39.
- 40. In 2012, artistBeck released his new album, but there wasn’t any performed music. It was sheet music and he let his fans interpret it. There are 14,600 results for ‘Beck Song Reader’ on YouTube and thousands more on SoundCloud.
- 41. ten. people don’t share companies or products, theyshare ideas, values + purpose.
- 42. Lululemon doesn’t sellathletic wear. It sells a ‘self- improvement’ lifestyle
- 43. Dove doesn’t sellsoap. It sells a movement towards healthy body image and self-esteem.
- 44. Oreo isn’t aboutthe cookie. It’s about promoting playfulness. It connects to things that matter to you.
- 45. Chipotle isn’t afast food chain. It’s about promoting and supporting sustainable and local farming. http://www.youtube.com/watch?v=aMfSGt6rHos
- 46. these are brandspeople love to share.
- 47. eleven. (there are norules)
- 48. forget everything Ijust told you.
- 49. The rules change daily(sometimes by the minute) in the social era. Accept that your job is to stay alert to what happens next to figure out what assumptions need to be tuned.
- 50. thank you. Nilofer Merchant Author.Speaker. Corporate Director. www.nilofermerchant.com @nilofer