The future of your reputation


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Businesses everywhere are struggling to come to grips with social media but, generally speaking, they tend to treat it as a technology or a marketing issue. But when you really look at where social media is taking us it becomes clear that embracing social media successfully is primarily a cultural issue for the business.

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  • "I think there is a world market for maybe five computers." - Thomas Watson, chairman of IBM, 1943 Thomas Watson over-estimated Buy what you want to get done (a service), not the technology to do it Cloud + open source = accelerated innovation The Cloud completely changes the scale at which computing can happen
  • Informs, and is informed by, all the rest How big is Big? 5 more Exabytes every 48 hours (one exabyte = one quintillion bytes) Walmart example – stores stocked to match characteristics of neighbourhood. Why does it matter? Facilitated discovery. Predictive analytics is not just for the big guys – e.g. Kogan ’ s use of Google Sites like infochimps make big data sets available to anyone
  • The future of your reputation

    1. 1. The future of your reputation
    2. 2. Warm-up Tell your neighbour, as succinctly and as memorably as you can, exactly what is special about your business (2 minutes each way) Write a “tweet”(140 characters max.) about the most noteworthy thing you just heard.
    3. 3. Agenda Review of the big picture – the broad trends and emerging drivers of technology-led change Discuss what all this might mean at a practical level for your business Take a look at the essential foundations of any effective, sustainable use of social media Comments and questions from the floor.
    4. 4. We live in interesting times
    5. 5. Amplifier #1: The genie in your pocket In 1999 half the world had never made a telephone call Today, five and a half billion own a mobile phone.
    6. 6. Amplifier #2: “Apps” For most of us “software” used to be Word or Excel running on our desktop computer Things are different now.
    7. 7. Amplifier #3: The Cloud“The easiest way to get one million people paying is to get one billion people using.” (Phil Libin, CEO of Evernote)
    8. 8. Amplifier #4: Big DataAn exabyte here, an exabyte there...pretty soon you’re talking big numbers.
    9. 9. Amplifier #5: The Gossip Economy Social Media has turned the Internet into a giant, permanent, searchable archive of word-of-mouth.
    10. 10. Information asymmetries have flipped Customers now know more than vendors do Employees now know more than employers do Push marketing = attention theft People expect to be able to find out what they want to know, when they want to know it “Social Media Marketing” is like trying to teach Granny to suck eggs. Really not recommended.
    11. 11. Social media is primarily a transmitter, amplifier andsource of your reputation created for you by others.
    12. 12. Three top social media tips You may not need to be an active social media publisher but you DO need to be an active social media listener The only reliable defence against the social media x-ray machine is to be who you say you are Emotion trumps logic. People will often forget what you tell them, but they’ll remember how you make them feel.
    13. 13. Discuss
    14. 14. The Art of Nakedness
    15. 15. Where to start? Positioning Context Content Cloud iOS vs. Computing Android Data mining Facebook Open Source Twitter Mobile Apps Software as a Location- Service Amazon EC2 based services
    16. 16. Where social media fits – Vision For Growth
    17. 17. Positioning
    18. 18. If... Everything you do is on public display, whether you like it or not… Your reputation is your greatest asset, but is largely created for you by others… People (customers and staff) are spoiled for choice on a global stage and looking for firms they can connect with emotionally… What is the first, most fundamental, thing you have to get right in the Connected Age?
    19. 19. Culture driven by...values But values are NOT about the moral high ground. They are how you want to be.
    20. 20. Values 1. No one can present himself directly to another of our friends. There must be a third person to do it. 2. Never look at the wives of friends. 3. Never be seen with cops. 4. Dont go to pubs and clubs. 5. Always being available for Cosa Nostra is a duty - even if your wife is about to give birth. 6. Appointments must absolutely be respected. 7. Wives must be treated with respect. 8. When asked for any information, the answer must be the truth. 9. Money cannot be appropriated if it belongs to others or to other families. 10. People who cant be part of Cosa Nostra: anyone who has a close relative in the police, anyone with a two-timing relative in the family, anyone who behaves badly and doesnt hold to moral values.
    21. 21. Values Open company, no bullshit Build with heart and balance Don’t #@!% the customer Play, as a team Be the change you seek
    22. 22. What we value:CHALLENGE OUR THINKINGComplacency often leads to mediocrity. We don’t just accept what is – weexplore what could be.GO HARD, GO HOMEBalance is important. When we are at work we give our all. We alsoappreciate that our people are passionate about other aspects of their lives.BE IN THE TEAMPitch in, help each other, work it out together. Active collaboration works!PLAY IT STRAIGHTEthics matter. We build relationships based on mutual respect andaccountability.NO BULL@#!*Difficult conversations sometimes need to be had – respectfully. We arehonest with ourselves, each other and our clients.
    23. 23. Making the most of nakedness Ask yourself these questions: Why does your business matter to others? How good are you at communicating the answer to this question? •Is your answer compelling enough to fully engage your employees and stakeholders? •Is your answer compelling enough to be “viral” amongst your target audience? •Are you leveraging technology to reach your target audience where and when they are paying attention?
    24. 24. Things you can take on now: Technical competence (discoverability): Review your online profile - how do you show up? Develop your social media skill set. Messaging (position, purpose and values): Is your business tweet-worthy? Review and re-align. Vision For Growth (the whole package): Are you, your managers and your staff all clear and aligned? Re-imagine your business for the Connected Age.
    25. 25. 1300 996 918