IBX Capgemini Executive Summit Day 2 – October 8th, 2010 9:55 to 10:40 The Unsociable Business of Social Networks Overview: As social media veterans and thought leaders have noted, the impact of emerging platforms such as the Twitters and Facebooks extends well beyond the ability to simply connect, take dating quizzes and exchange information about favorite movies or what someone had for dinner. There is a growing realization that social networks can be an instrument to make valuable contributions that translates into sustainable change. In the business world this change goes beyond the technological interface of emerging Software-as-a-Service or “SaaS” platforms to an even more critical element of the global enterprise . . . the emergence of conversational marketing! Within this virtual realm companies can no longer operate in a broadcast mode in which they seek to have all eyes look at a central stage such as a website. Instead, and as UK-based social media expert David Cushman put it, we now operate within a world of “you looking at me, and me looking at you.” And it is within this context that Malcolm Gladwell’s Tipping Point theory is most powerful and most true. In this session Jon Hansen, whose PI Social Media Network has been rated as one of the most successful business models in the industry, will share his insights and expertise on developing and implementing a conversational marketing strategy that will capitalize on the hive/cross pollination concept and enable you to both protect and sustain your company brand, while creating new avenues of revenue. About Jon Hansen: In May 2001 Jon sold his company for $12 million dollars – mostly shares and debentures, only to see the dot com bust erode away his personal wealth to practically nothing by 2007. This as it turns out was the catalyst that caused him to pursue his present endeavor in the world of social media. Today, the PI Social Media Network is viewed as being one of the top networks in the industry in terms of innovation and quality of content. The flagship Procurement Insights is actually the number one sponsored blog in its industry sector in total number of sponsors, and industry followers rate the PI Window on Business Show as one of the most popular in North America. Besides writing more than 1,200 articles and white papers, Jon is also a highly regarded speaker addressing audiences of all sizes ranging from 10 to 20 people in a seminar to giving a keynote address to 400 professionals at major conferences. Prior to completing this book, Jon had finalized the agreement to write a second book on the emergence of the So Act social network. This second book has now been released as an eBook with the paperback version becoming available starting in February 2010 through distributors such as Lulu, Amazon.com and Barnes and Noble. Jon’s third book, a collaborative effort with “The Cop Doc” Dr. Richard Weinblatt titled “Tasers, Abortions and Parenting: Behind The Curtain of Policing America” is scheduled for release in September.

1. The Power of Conversational
Virtuality
Communication & Social Media

2. The Power of Conversational
Virtuality
• More importantly, why is social
media and social networking
essential to you and your
business and . . .

3. The Power of Conversational
Virtuality
. . why is it important to purchasing
professionals?

4. To understand why effectively utilizing and communicating with
social media is important . . . You need to understand what is
happening to traditional media . . . In essence where we have
already been . . .
THE INEFFECTIVENESS OF
BROADCASTING

5. . . . when you understand this, you will also understand how to
leverage social media in procurement related areas such as;
Supplier Development & Engagement, Internal Stakeholder
Communication, Collaborative Business Process Development and
Technological Incorporation.
THE INEFFECTIVENESS OF
BROADCASTING

6. The Power of Conversational
Virtuality
• The Daily Newspaper • Newspapers only
received 15% of the
$60 plus billion dollars
that was spent on
advertising the
previous year
• This represented a
drop of 10% from the
previous decade

7. The Power of Conversational
Virtuality
• The Daily Newspaper • Newspapers only reach
5% of the total population
today
• Venerable franchises
such as the Washington
Post and New York
Times are losing money
today
• Their on-line or electronic
versions are also losing
money

8. The Power of Conversational
Virtuality
• The Daily Newspaper • Media industry veteran
executive J. William
Grimes predicts in July
2009 that all daily
newspapers across the
US (Canada included)
will cease publication
within 5 years

9. The Power of Conversational
Virtuality
• Television • According to a 2009
Ofcom report, while
“regionally-based
television news and
relevant local content” is
still valued . . . local and
regional media are facing
“unprecedented
challenges, driven by
growing use of the
internet.”

10. The Power of Conversational
Virtuality
• Television • In his June 4th article
“Who Cares About Local
TV?,” Dave Cournoyer
observed that “local
television stations don’t
feel very local anymore?”
• Lamented that local TV
stations have lost the
uniqueness of their
former local identity.”

11. The Power of Conversational
Virtuality
• Television • S.E. Calgary News
headline from November
16th 2009 reads
“Newspapers and TV
Stations Are Sunset
Industries. Let ‘Em Fail.”
• November 13th, 2009
Globe and Mail article
asked the question “if a
local TV station in a
Canadian City goes dark,
does anybody notice?”

12. The Power of Conversational
Virtuality

13. . . . And where social media and social networking is headed . . .
THE POWER OF
CONVERSATIONAL VIRTUALITY

14. The Power of Conversational
Virtuality
• Before we get to where social media is
headed . . .

15. The Power of Conversational
Virtuality
• Let’s first understand what it can do for us!

16. The Power of Conversational
Virtuality
• Pirelli . . . 101,992 (January 1995)
• Capgemini . . . 42,007 (October 1995)
• DHL . . . 10,115 (September 1997)
• PI Window on Biz Blog . . .
. . . 160,000 (June 2009)

17. The Power of Conversational
Virtuality
• A collective “social media network” which
includes Blogs, Internet Radio, Internet TV
and “communities of purpose” (re Social
Networks) is essential.

18. The Power of Conversational
Virtuality
PI Social Media Network . . . (June 2009)
• Collectively in the Top 100,000 (Today)
• Collectively Top 50,000 (end of Q1 2011)
• Collectively Top 10,000 (end of 2011)

19. The PI Social Media Network

20. The Power of Conversational
Virtuality
• Unlike traditional media, in which the
number of eyeballs looking toward what
Cushman referred to as a single stage
being the critical point of connection . . .

21. The Power of Conversational
Virtuality
• . . . with social media and social
networking as the refrain from the Collins
song goes, it is now “Me lookin at you and
you lookin at me.”

22. The Power of Conversational
Virtuality
• Blogs, Internet Radio, Internet TV and
Social Networks have become the new
venues replacing the somewhat unilateral
and static stages of traditional media
(websites, newspapers etc.).

23. The Power of Conversational
Virtuality
• We have entered the era of “conversational
virtuality.”

24. The Power of Conversational
Virtuality
• The hive/cross pollination concept is
based on the observation that individuals
will likely choose at most one or two
primary networks as their preferred
platforms. That is, they will spend the
majority of their social networking time
interacting within these main “hives.”

25. The Power of Conversational
Virtuality
• While they may venture out into the vast
social media world visiting countless other
networks, similar to the honey bee these
forays are ultimately geared towards
gathering information and insights to bring
back to the hive to share with their
established community of contacts. This of
course is the cross-pollination aspect of
the hive effect.

26. The Power of Conversational
Virtuality
• Blogs; Wordpress, • Content, Content,
Blogger & TypePad Content
• Consistency (2 to 4
posts each week)
• Expert Guest Posts
• Interactive Media and
Reference Links
• CROSS-POLLINATE!

27. The Power of Conversational
Virtuality
• Blogs; Business • Strategic Market
Benefits Engagement
(Differentiation)
• Service Relationship
Orientation
• Establishes Subject
Matter Expertise
Brand and Presence
• Low-Cost of Entry

28. The Power of Conversational
Virtuality
• Commonwealth Establishes Page Specifically Relating to the PI Social Media
Network’s Coverage of Virginia’s eVA Program
• Purchasing/Supply Chain Professionals Finally Cluing in to Twitter?!
• Conversational Marketing and the Emergence of the Vendor Blog
• Government Contracting and Social Media: Strange Bedfellows?
• Guest Panel Finalized for Buy American Segment on PI Window on Business
• Social Media and the The Power of Publicity (Why Purchasing Professionals
Should Care)

29. The Power of Conversational
Virtuality
• Internet Radio; Blog • Subject Matter
Talk Radio Passion & Expertise
• Comfort with Platform
• Preparation
• Pre and Post-Show
Promotion
• Associated Blog
• CROSS-POLLINATE!

30. The Power of Conversational
Virtuality
• Unique, Highly
• Internet Radio; Accessible Venue
Business Benefits (including Live Event
Feeds)
• Interactive Format to
Engage and Maintain
Audience Rapport
• Perpetual Promotion and
Marketing
• Easy Integration With
Current Venues
• On-Demand Pollination
• Low Cost of Entry

31. The Power of Conversational
Virtuality
• News Flash: IACCM Poll result, Canada is the country that is the "easiest to do
business with“
• Outsourcing Revisited: Is It A Viable Strategy?
• What Really Happened At Toyota? Business Thought Leaders Segment
• Profiling the Professionals: Corporate United Names Manager of Category
Development
• Seven Steps to Success: Jump Start Government Contracts Series (Part 6)
• LIVE EVENT FEED: 3rd Annual Business of Government Summit (Day 2, Morning
Session)
• LIVE EVENT FEED: 3rd Annual Business of Government Summit (Day 1,
Roundtable)
• LIVE EVENT FEED: 3rd Annual Business of Government Summit (Day 1, Keynote
Address)*
• http://www.slideshare.net/piblogger/contracting-to-win-washington-keynote*
• Thought Leaders Segment: Bill Michels Live from ISM's 95th Annual International
Conference

32. The Power of Conversational
Virtuality
• Internet TV; ooVoo • Subject Matter
and UStream Passion & Expertise
• Comfort with Platform
• Preparation
• Pre and Post-Show
Promotion
• Associated Blog
• CROSS-POLLINATE!

33. The Power of Conversational
Virtuality
• Unique, Highly
• Internet TV; Business Accessible Venue
Benefits (including Live Event
Feeds)
• Interactive Format to
Engage and Maintain
Audience Rapport
• Perpetual Promotion and
Marketing
• Easy Integration With
Current Venues
• On-Demand Pollination
• Low Cost of Entry

34. The Power of Conversational
Virtuality
• IBX Capgemini Purchasing Executive Summit
• 10th Annual eWorld Supply Chain Conference
• Washington Government Summit 2010
• Canada's The Best!

35. The Power of Conversational
Virtuality
• Social Networks: • Connections Are Not
LinkedIn, Facebook, Relationships!
Ecademy, So Act, • Community Service and
Contributions vs. Self-
Perfect Networker &
Broadcasting
Inquisix
• Group membership and
Active Involvement
• Interactive Media and
Reference Links
• CROSS-POLLINATE!

36. The Power of Conversational
Virtuality
• Highly Accessible Venue
• Social Networks;
• Interactive Format to
Business Benefits Engage and Maintain
Audience Rapport
• Significant Q&A
Response Rate &
Intelligence (Average 20
and 60 Answers)
• Perpetual Promotion and
Marketing
• Easy Integration With
Current Venues
• Low Cost of Entry

37. The Power of Conversational
Virtuality
• Public Sector Supplier Forum (Essential
Connections)
• Principles of Effective Contract Management
• Business Process Mapping Group
• Buyers Meeting Point

38. The PI Social Media Network

39. How To Find Us . . .
Enter
“PI Window on Business”
in any search engine
to access show info