Building your Business through New Media: Discover Social Business Strategy <ul><li>Presented by Heidi Forbes Öste, CEO 2B...
What is ”Social <ul><li>so·cial  [ sṓshəl ]  </li></ul><ul><li>relating to  SOCIETY:   relating to human society and how i...
Social Optimization Slide  Developing and maintaining  MUTUALLY  beneficial and effective relationships Copyright © 2Balan...
Strategy Revisted <ul><li>Who are We? </li></ul><ul><li>What do we do? </li></ul><ul><li>What do we want to do? </li></ul>...
Culture <ul><li>Authenticity </li></ul><ul><li>Trust </li></ul><ul><li>Engagement </li></ul><ul><li>Transparency </li></ul...
Cultivate ENGAGEMENT Slide  Copyright © 2BalanceU AB. All rights reserved.
Cultivate Engagement <ul><li>Marketing / PR </li></ul><ul><li>User Innovation / R&D </li></ul><ul><li>Recruitment and Reta...
Clarity Slide  Copyright © 2BalanceU AB. All rights reserved.
Context Slide  Copyright © 2BalanceU AB. All rights reserved.
Community Copyright © 2BalanceU AB. All rights reserved.
Cooperate Copyright © 2BalanceU AB. All rights reserved.
Listen & Co-Create Copyright © 2BalanceU AB. All rights reserved.
<ul><li>What tools are in place? </li></ul><ul><li>What resources available? </li></ul><ul><li>What tools required? </li><...
<ul><li>Provide links to your social presence on other site </li></ul><ul><li>Link back to your website on social sites an...
Your blog <ul><li>Feed (RSS) and Share </li></ul><ul><li>Link back to your website and social sites </li></ul><ul><li>Pres...
The Art of Social Optimization Copyright © 2BalanceU AB. All rights reserved.
What can 2BalanceU do for you? For more information contact  Heidi Forbes Öste   [email_address] Copyright © 2BalanceU AB....
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Growing Business Through New Media

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Global Summit of Women Beijing 2010 presentation for panel on "Growing your Business Through New Media"

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  • Utopian motivators for women Building Community Balancing needs of family self and community Connecting Beauty, entertain Care
  • Social Optimization: Developing and maintaining mutually beneficial and effective relationships Foundations of Social Theory by James S. Coleman . Coleman offers a four-part definition: Placement of trust allows actions that otherwise are not possible (i.e. trust allows actions to be conducted based on incomplete information on the case in hand). The person in whom trust is placed (trustee) is trustworthy, then the trustor will be better off than if he or she had not trusted. Conversely, if the trustee is not trustworthy, then the trustor will be worse off than if he or she had not trusted (this is reminiscent of a classical prisoner&apos;s dilemma ). Trust is an action that involves a voluntary transfer of resources (physical, financial, intellectual, or temporal) from the truster to the trustee with no real commitment from the trustee (again prisoner&apos;s dilemma). A time lag exists between the extension of trust and the result of the trusting behavior.
  • Authenticity refers to the truthfulness of origins, attributions, commitments, sincerity, devotion, and intentions. Authenticity  Trust Dependability is a value showing the reliability of a person to others because of his/her integrity, truthfulness, and trustfulness, traits that can encourage someone to depend on him/her. Trust is a relationship of reliance. Trust is a prediction of reliance on an action, based on what a party knows about the other party. -Wikipedia
  • Internal: Recruitment and Retainment Financing Training and Internal Communications Cross-discipline collaboration Social Responsibility (CSR) External: Marketing / PR User Innovation / R&amp;D Customer Support Distribution / Logisitics Social Responsibility (CSR)
  • Policies for use and interaction Messages for internal and external use Product / Service descriptions Tool kits Client relations
  • Aligning social strategy with vision Aligning social strategy with objectives Voice for social and sustainability initiatives Connect those with similar interests / networks Share where they are present Engage youth early
  • Does social capital share our passion? Identify Ambassadors (internal) Identify Advocates (external) New compentencies / Communicators Private v. Professional
  • Identify Human Capital social roles influencers, advocates, connectors, hackers, followers Emphasize / Support face to face networking Provide tools and training to empower individuals Invite Collaboration
  • LISTEN Maintenance to keep current / engaged Cultivate and Evolve Listen Filter Noise Two-way DIALOG Regional and Local markets experts SEEDING (preparing for growth) Connecting FEEDING (keeping fresh, relevant knowledge/content) Learning, Sharing, Responding WEEDING (pruning old content and analyzing data) Adapting to change (Purge non-value added) -Based on Gardeners analogy of Social Media Strategy by David Armano. Harvard Business Publishing
  • Growing Business Through New Media

    1. 1. Building your Business through New Media: Discover Social Business Strategy <ul><li>Presented by Heidi Forbes Öste, CEO 2BalanceU AB </li></ul><ul><li>20 th Global Summit of Women Beijing, China 20-22 May 2010 </li></ul>
    2. 2. What is ”Social <ul><li>so·cial [ sṓshəl ] </li></ul><ul><li>relating to SOCIETY:   relating to human society and how it is organized </li></ul><ul><li>relating to interaction of PEOPLE:  relating to the way in which people in groups behave and interact </li></ul><ul><li>living in a COMMUNITY:   living or preferring to live as part of a community rather than alone </li></ul><ul><li>offering opportunity for INTERACTION:  allowing people to meet and interact with others in a friendly way </li></ul><ul><li>relating to human WELFARE:   relating to human welfare and the organized welfare services that a community provides </li></ul>Slide Copyright © 2BalanceU AB. All rights reserved.
    3. 3. Social Optimization Slide Developing and maintaining MUTUALLY beneficial and effective relationships Copyright © 2BalanceU AB. All rights reserved.
    4. 4. Strategy Revisted <ul><li>Who are We? </li></ul><ul><li>What do we do? </li></ul><ul><li>What do we want to do? </li></ul><ul><li>Are the answers the same in a social-based economy? Do we have clear answers? </li></ul>Slide Copyright © 2BalanceU AB. All rights reserved.
    5. 5. Culture <ul><li>Authenticity </li></ul><ul><li>Trust </li></ul><ul><li>Engagement </li></ul><ul><li>Transparency </li></ul><ul><li>Policy </li></ul>Slide Copyright © 2BalanceU AB. All rights reserved.
    6. 6. Cultivate ENGAGEMENT Slide Copyright © 2BalanceU AB. All rights reserved.
    7. 7. Cultivate Engagement <ul><li>Marketing / PR </li></ul><ul><li>User Innovation / R&D </li></ul><ul><li>Recruitment and Retainment </li></ul><ul><li>Financing </li></ul><ul><li>Customer Support </li></ul><ul><li>Training and Internal Communications </li></ul><ul><li>Cross-discipline collaboration </li></ul><ul><li>Distribution / Logisitics </li></ul><ul><li>Social Responsibility (CSR) </li></ul>Slide Copyright © 2BalanceU AB. All rights reserved.
    8. 8. Clarity Slide Copyright © 2BalanceU AB. All rights reserved.
    9. 9. Context Slide Copyright © 2BalanceU AB. All rights reserved.
    10. 10. Community Copyright © 2BalanceU AB. All rights reserved.
    11. 11. Cooperate Copyright © 2BalanceU AB. All rights reserved.
    12. 12. Listen & Co-Create Copyright © 2BalanceU AB. All rights reserved.
    13. 13. <ul><li>What tools are in place? </li></ul><ul><li>What resources available? </li></ul><ul><li>What tools required? </li></ul><ul><li>What resources required? </li></ul><ul><li>Central coordination </li></ul><ul><li>Localization </li></ul><ul><li>VALUE CREATION? </li></ul>Tools Copyright © 2BalanceU AB. All rights reserved.
    14. 14. <ul><li>Provide links to your social presence on other site </li></ul><ul><li>Link back to your website on social sites and all interactions </li></ul><ul><li>Keep Current, and use dynamic media and images where can </li></ul><ul><li>Remember to avoid going ”below the fold” </li></ul>Your website as base for visibility
    15. 15. Your blog <ul><li>Feed (RSS) and Share </li></ul><ul><li>Link back to your website and social sites </li></ul><ul><li>Press Releases and newsworthy events </li></ul><ul><li>Share your story as it evolves and invite comments </li></ul>
    16. 16. The Art of Social Optimization Copyright © 2BalanceU AB. All rights reserved.
    17. 17. What can 2BalanceU do for you? For more information contact Heidi Forbes Öste [email_address] Copyright © 2BalanceU AB. All rights reserved.

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