Businesses Can't Hide From 2.0: A Look At 2.0's Impact Across Industries http://www.readwriteweb.com/archives/businesses_cant_hide_from_20.php September 6, 2008 If you're a business who has been ignoring the Web 2.0 trend and the spread of social media: look out, the tide is shifting and you're about to be left behind. The rise of social media didn't happen overnight, the power of the internet to unite people, the ubiquity of broadband, the rise of Gen Y, the development of new technologies for socializing on the web - all of these things and more have led to the rise of social media. And this new force is affecting change in the way that companies do business - now and for many years to come.
Photo Source: Joy Ito http://www.flickr.com/photos/joi/2941559903/ Trust is personal. Trust requires risk-taking. Trust is about relationships, not transactions. Trust is based on being willing to put the other’s needs first. See Trusted Advisor Associates series: http://trustedadvisor.com/trustmatters
http://www.brandingstrategyinsider.com/2007/02/exploring_brand.html Revised from “Creating Brand Insistence” chart by The Blake Project http://theblakeproject.typepad.com/.shared/image.html?/photos/uncategorized/creating_brand_insistence_3.jpg Emotional connection – Does your brand connect with people on an emotional level? Value – Does your brand deliver a good value for the price? Accessibility – Do customers and potential customers perceive your brand to be convenient? Awareness - The Cornerstone of Strong Brands – Are your target customers and key stakeholders aware of your brand? Is it the first one that comes to their minds? Relevant Differentiation – (*Proof points * Reasons to believe) – The Leading Edge Indicator of Future Market Share and Profitability – Is your brand unique or different in user-relevant, user-compelling ways
Photo source: Flickr - “Snowball” (South Park-Oxford) by kamshots (Kamyar Adl) http://flickr.com/photos/kamshots/384814496/ Quote from 2009 February 9. Seth Simonds. Using Conversations To Win Advocates . http://sethsimonds.com/?p=311 (Checked February 12, 2009)
BRAND YOU by Tom Peters - Reinventing Work - The Brand You 50 - transforming yourself from an employee into a brand that shouts distinction, commitment, and passion! Free Agent Nation: repeat in the mirror: My work matters I am me Inc. See me hear me roar I matter My work matters What are you: Planning Officiando, Dream Producer Saleable Distinction - how am I different Stunning skill package, Original voice, Deep conviction. Stand for something important! Just say no to loyalty: Are you committed to excellence, making a difference, do you understand the sacrifices that are demanded? I serve clients, it's what I do as Brand You Your clients define you. Use these questions to select them: 1) What can I learn from them? 2) Are they trustworthy? 3) Will they &quot;joint venture&quot; with me on interesting projects? 4) Are they innovators, take risks? 5) Will they stretch and challenge me? never settle for less than WOW. Brand yous are: - Skills dependent - Distinction dependent - Network/Rolodex dependent - Project (WOW Project) dependent - Growth dependent - LEADERS ALWAYS BE MARKETING: Sell, Sell, Sell (Close the sale, ask for the business) Create a clear crisp compelling selling proposition. What is your formal word of mouth marketing plan. USE THE WEB - Aura - known for - Image - People talking / buzzing about you WHAT IS YOUR PRODUCT? product marketing. Work that needs doing, unmet needs, vendors mindset, career planning = strategic business planning. What is different about my product? - Always be on the lookout for good talent. - Build your network. Weekly rolodex lunches.
Source: David Williamson & Douglas Meyer, Bernuth & Williamson. Presentation at WRI, January 23, 2008. Twitter is an excellent tool for positioning your audience. The first step in positioning is understanding where your audience is now, compared to where you want them to be. Behavior change specialists give us four options in what is, roughly, the Stages of Change Model Pre-contemplation (the issue isn’t even on their radar) Contemplation (where costs and benefits are being weighed, so typically the time when marketers act) Action (when people actually make and implement decisions) Maintenance (support for the action taken)
Informed publics ages 25-64 in 20 countries. QUESTION: “Think about everything you see and hear every day about companies, whether it is positive or negative. How many times in general do you need to hear something about a specific company to believe that the information is likely to be true? Please give me a number.”
Facebook Map of the World http://www.igoldrush.com/news/2010/12/map-of-the-facebook-world
“ All twitterers are created equal” Graphic by Peter Cho Brave New World of Digital Intimacy http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?_r=2&partner=rssuserland&emc=rss&pagewanted=all&oref=slogin&oref=slogin New York Times, September 5, 2008 Social scientists have a name for this sort of incessant online contact. They call it “ambient awareness.” It is, they say, very much like being physically near someone and picking up on his mood through the little things he does — body language, sighs, stray comments — out of the corner of your eye. Facebook is no longer alone in offering this sort of interaction online. In the last year, there has been a boom in tools for “microblogging”: posting frequent tiny updates on what you’re doing. The phenomenon is quite different from what we normally think of as blogging, because a blog post is usually a written piece, sometimes quite long: a statement of opinion, a story, an analysis. But these new updates are something different. They’re far shorter, far more frequent and less carefully considered. One of the most popular new tools is Twitter, a Web site and messaging service that allows its two-million-plus users to broadcast to their friends haiku-length updates — limited to 140 characters, as brief as a mobile-phone text message — on what they’re doing. These activities may seem inane to some, but they carry the power of immediate connection.
http://mashable.com/2008/07/18/building-your-online-brand/ http://www.maxgladwell.com/2008/08/green-blogs-new-media-and-social-change/ http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg Listening Post (2000-01) by Mark Hansen and Ben Rubin Listening Post is an art installation that culls text fragments in real time from thousands of unrestricted Internet chat rooms, bulletin boards and other public forums. The texts are read (or sung) by a voice synthesizer, and simultaneously displayed across a suspended grid of more than two hundred small electronic screens. Listening Post cycles through a series of six movements, each a different arrangement of visual, aural, and musical elements, each with its own data processing logic. Dissociating the communication from its conventional on-screen presence, Listening Post is a visual and sonic response to the content, magnitude, and immediacy of virtual communication.
Important lessons from this – which I’ll cover in more detail at an upcoming social media brown bag – include: Always be listening for only by listening can you understand others and that is an important part of the conversation. Social media is NOT a marketing outlet, it IS a conversation. Be prepared for that kind of exchange. Social media is not necessarily a Field of Dreams – if you build it people won’t necessarily come. You have to invest your time and effort in building a presence which draws the right people to you (and, ultimately, it is ALWAYS about people). What you do in the online world will impact your offline world. They aren’t separate, they are conjoined. Social media is a perfect medium to live out the WRI values … not just through the WRI profiles online, but through your own personal social media spaces because whether you like it or not, what you do online reflects back on WRI. You can’t manage what you can’t measure so make sure to measure, measure, measure.
Social Media in 10 Minutes
Social Media in 10 Minutes Laura Lee S. Dooley Online Engagement Strategist World Resources Institute ( www.wri.org ) twitter.com/lauraleedooley [email_address] Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Edelman Trust Barometer 2008 People like doing business with people they know … … and love doing business with people they trust .
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute TRUST is personal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to put the other’s needs first.
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Building and sustaining trust Based on “Creating Brand Insistence” by The Blake Project 5 attributes that drive users to insist on specific brands Awareness Accessibility Value Emotional Connection Relevant Differentiation
Information Seeker Repeat Visitor Marketer Ambassador, Evangelist Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Partners, Donors Relationships Impact
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Each personal interaction between a company and a customer or between you and a member of your community presents an opportunity to gain an advocate for your brand – Seth Simonds Flickr: kamshots|Kamyar Adl Brand
Personal branding Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute I’m interested in … I talk a lot about … I’m an expert on … I have info about … I like to … I hang around with … I’m good at …
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Pre-contemplation Contemplation Action (Maintenance) Positioning – where audience is now vs. where you want them to be
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Edelman Trust Barometer 2009 Regardless of channel, voice, or country … … a majority of people need to hear the same message 3-5 times to believe it.
Visualizing Facebook Friendships Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute More than 500,000,000 active users worldwide
Socializing Your Brand Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
“ Noosphere” Sphere of human thought Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Peter Cho ambient awareness … and presence
Current Listening Posts Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg … organizing online conversations …
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Here and now - in 140 characters Friends and Family Photos and Fun Conversations Colleagues Resume and Expertise Recommendations 3 key tools
Lessons Learned in Social Media <ul><li>If you’re not present, you are absent </li></ul><ul><li>Seek first to understand </li></ul><ul><li>Conversation – NOT marketing </li></ul><ul><li>Invest time and effort </li></ul><ul><li>Offline and online reputations are linked </li></ul><ul><li>WRI values in practice </li></ul><ul><ul><li>Respect, innovation, independence, integrity, urgency </li></ul></ul><ul><li>Measure, measure, measure (http://bit.ly/gFHpvM) </li></ul>Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute