#7 social provocations expo final

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A presentation given at MEC's EXPO - a client and partner event held in London in November 2012.

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#7 social provocations expo final

  1. 1. #7socialprovocationsAnn Longley, Head of Social StrategyNovember 2012
  2. 2. Topics for todayWhy we need to be provoked?7 ProvocationsDiscussion
  3. 3. Why we need to be provoked?Business SocialYet many social activations are still disconnectedfrom other communications activities so they under-deliver.Social media is a driver for businesses to becomemore customer-centric
  4. 4. Why we need to be provoked?Business SocialIf we can bring them together – we can help our clients gain a competitive advantageSweet spotReputationRelationshipsRelevanceRevenue
  5. 5. The challengeBecoming more customer-centric meansbreaking down sil0s and embracing new skillsThe prizeA more connected and effective organisation that can thrive intoday’s chaotic and unpredictable business environment
  6. 6. 7 social provocations1. Customer service is now a public service2. Customer stories are the new brand slogans3. Unlock your assets to uncage community value4. Fake it and you’ll break it5. Blog storms can wash away reputations in second6. Forgets ads, think immersion7. Social commerce starts with clicks but ends with bricks8. Target segments but activate networks9. Social tech can make your business better10. Socialise to Optimise
  7. 7. 7 social provocations1. Customer service is now a public service2. Customer stories are the new brand slogans3. Unlock your assets to uncage community value4. Fake it and you’ll break it5. Blog storms can wash away reputations in second6. Forgets ads, think immersion7. Social commerce starts with clicks but ends with bricks8. Target segments but activate networks9. Social tech can make your business better10. Socialise to Optimise
  8. 8. 1. Customer Service is now a public service1. Customer service is now a public service
  9. 9. Apathy is not an option when you are bombarded withmessages
  10. 10. Robust systems are needed so you can act in real-time
  11. 11. Route signals that require action, but aim to do more thansolve problemsImage Source: KLM Surprise– How Happiness Spreads
  12. 12. 2. Customer stories are the newbrand slogans....“Philips steam iron glidessmoothly over theclothes without mucheffort”
  13. 13. Their voices carry greatweight
  14. 14. Attract those who are enthusiastic
  15. 15. Turn antagonists into allies...
  16. 16. Bring the voice of the customer into the boardroom
  17. 17. 3. Unlock your assets to uncage community value
  18. 18. Your good stuff is wasted if can’t be shared
  19. 19. Leverage your existing assets but make them relevantImage Source: ScottishWidows 2012 Pension Gap Report
  20. 20. 4. Fake it and you’ll break it
  21. 21. Your behaviour is as important as your wordsImage Source: http://www.flickr.com/photos/38181284@N06/5915697938
  22. 22. Customers will let you know if gaps exist themImage Source: http://www.artabus.com/calvet/contradiction5
  23. 23. Get out from behind the corporate façade – leaders todaymust be visible and accessible
  24. 24. 5. Blog storms can wash away reputations in instants
  25. 25. Strong foundations are needed to weather such storms
  26. 26. Know when to stay quiet and when to make amends - wordsspeak loud, actions speak louder.
  27. 27. 6. Forget ads, create immersive brand experiences
  28. 28. Turn a single ad break into a million conversations...
  29. 29. Catalyse participation and sharing - ensure your brandgets talked about for the right reasons
  30. 30. 7. Target segments, but activate networksImage Source: Paul Adams, Grouped
  31. 31. Future-proof your business by building your own brandcommunity
  32. 32. Co-create with your customers and partners – design afuture together**Innocent sourced knitted hats from customers and raised funds for Age Concern ’s Spread theWarmth campaign.
  33. 33. ProvocativeDiscussion
  34. 34. UK social media practice:A visionSpecialist services seamlessly integratedSocial InsightandAnalyticsIntegratedstrategy andreal-timeplanningInfluenceridentification/engagementCommunitydevelopment(social CRM andsocial commerce)Content strategyand creationDistribution andseeding
  35. 35. The end
  36. 36. About @annmargaret Thought leader - client conferences and speaking to senior clients Catalyst / provocateur – help unlock clients in the digital / social arena Facilitator – design and conduct client workshops Idea Generator - work with teams to generate and sell in ground-breaking ideas Consultant – help make the business case for social and sort out how it all gets done Trainer – prepare and deliver gamified learning

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