A Grand Unified Theory of Social Business

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Mario Sundar

Technology Business

Today.

5 years ago Growth since...

800

600

400
Twitter
200

LinkedIn 0
Facebook

A Grand Uniﬁed Theory of
Social Business

Social Media at LinkedIn Today

LinkedIn Blog On Twitter On LinkedIn On Facebook
Others

On Twitter
29%

On LinkedIn
23%
LinkedIn Blog
19%

On Facebook
6% 23%

LinkedIn as a Social Business

Teams Audience

PR Inﬂuencers

Sales & Marketing Customers

HR Employees

Customer Service Users

Internal HR Employees

Countries are conversations. C

MARTIN BUREAU/AFP/Getty Images

Markets are conversations. B

Brent Lewin / Bloomberg

A Tale of Two Conversations.

C

B

A

A - Internal conversation
B & C - External conversations
x - Porous membrane

Source: Hugh Macleod’s Porous Membrane

How to engage?

Teams Results

PR Real Stories

Sales & Marketing Warm Leads

HR Hire Rockstars

Customer Service Happy Inﬂuencers

Internal HR Create Evangelists

Where to engage?

Teams Platforms

PR

Sales & Marketing

HR

Customer Service

Internal HR

Everybody does social media.

Brent Lewin / Bloomberg

Criteria
• Ease of Use
• Global Reach
• Focus on your needs
• Focus on your platforms
• APIs
• Pricing

Know your tools.

4

3

Cost 2 No of Users

1

0
Easy Hard

Ease of Use

Markets are conversations. 1

Brent Lewin / Bloomberg

There are 2 conversations. 2

2. Back there

1. Internal

Flickr: @ju..lie

Take your Community seriously.

Flickr: @.Delight

Foundation.

• Markets are Conversations
• There are 2 Conversations
• Lighten Up!
• Listen to your employees. Respond.
• Be Real. Take your community seriously.

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A Grand Unified Theory of Social Business

1. Social Business by @mariosundar, Flickr: @thomashawk

2. 5 years ago... Flickr: @areyarey

3. Today. 5 years ago Growth since... 800 600 400 Twitter 200 LinkedIn 0 Facebook

4. 1 Billion Users.

5. A Grand Uniﬁed Theory of Social Business

8. A Map, A Compass, and Direction.

9. A Map. 1 Flickr: @laurenmarek

10. Social Media at LinkedIn Today LinkedIn Blog On Twitter On LinkedIn On Facebook Others On Twitter 29% On LinkedIn 23% LinkedIn Blog 19% On Facebook 6% 23%

11. 0.5 Million Users.

12. LinkedIn as a Social Business Teams Audience PR Inﬂuencers Sales & Marketing Customers HR Employees Customer Service Users Internal HR Employees

13. Why Engage?

14. Countries are conversations. C MARTIN BUREAU/AFP/Getty Images

15. Markets are conversations. B Brent Lewin / Bloomberg

16. Companies are conversations. A

17. A Tale of Two Conversations. C B A A - Internal conversation B & C - External conversations x - Porous membrane Source: Hugh Macleod’s Porous Membrane

18. How to engage? Teams Results PR Real Stories Sales & Marketing Warm Leads HR Hire Rockstars Customer Service Happy Inﬂuencers Internal HR Create Evangelists

19. Where to engage? Teams Platforms PR Sales & Marketing HR Customer Service Internal HR

20.

21. A Compass. 2 Flickr: @areyarey

22. Social Media at LinkedIn Today LinkedIn Blog On Twitter On LinkedIn On Facebook Others On Twitter 29% On LinkedIn 23% LinkedIn Blog 19% On Facebook 6% 23%

23. 10 Platforms.

24. 30 Channels.

25. 1 Manager.

26. Everybody does social media. Brent Lewin / Bloomberg

27. Criteria • Ease of Use • Global Reach • Focus on your needs • Focus on your platforms • APIs • Pricing

28. Know your tools. 4 3 Cost 2 No of Users 1 0 Easy Hard Ease of Use

29. Direction. 3 Flickr: @southarmstudio

30. Markets are conversations. 1 Brent Lewin / Bloomberg

31. There are 2 conversations. 2 2. Back there 1. Internal Flickr: @ju..lie

32. 3 Lighten Up! Flickr: @turbohamster

33. Listen to your employees. Respond.

34. Take your Community seriously. Flickr: @.Delight

35. Foundation. • Markets are Conversations • There are 2 Conversations • Lighten Up! • Listen to your employees. Respond. • Be Real. Take your community seriously.

36. Talk to Me! lnkd.in/social-media-group

A Grand Unified Theory of Social Business

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