This document discusses how both technology and human relationships are needed to succeed with social media. It argues that social technologies serve basic human needs like communication and interaction. However, technology alone is not enough - businesses must think about engaging communities and building human connections. The document outlines common mistakes like relying only on automated posts or financial goals rather than understanding people. It emphasizes that social media success ultimately depends on the human element.

1. FINDING YOUR SWEET SPOT:
Why it takes Technology AND People to
succeed in the Social Web
Eleftherios Hatziioannou
Human Being
October 21st, 2011

2. Maslow’s
Hierarchy
of Needs
Human beings have basic needs. They
Nothing has changed:
We haven`t changed!
are HUMAN BEINGS.

3. We have always loved to communicate,
express ourselves, collaborate, interact, …

4. The emerging social technologies
serve exactly those needs.

5. Communication and Marketing are no
ONE WAY STREETS (anymore).

6. We are moving from target groups to
COMMUNITIES again.

7. Social media affect the whole VALUE
CHAIN of (y)our business.

8. VIDEO
Using Social Media along the whole value
chain creates the SOCIAL BUSINESS.

9. Think of your social media engagement as
an operating system

10. Use creative and innovative campaigns to
stand out – but do your homework first.

11. STEP-BY-STEP to Social Media success –
supported by Technology.

12. LISTEN: Establish effective & meaningful
MONITORING.

13. PLANNING: It is as simple as knowing what
individuals & communities love talking about.

14. ENTER/ACT: Use tools/apps to facilitate
community & content management.

15. LEARN/ADAPT: Speak the language of your
community and use their means of
communication.

16. LEAD/WIN: When you have mapped an entire
community and the influential voices therein,
opportunities emerge.

17. MEASURING KPIs: Via Social intel you will
discover what works best.

18. Building a HUMAN BRIDGE between the
New roles and responsibilities have
internal and external world of your
emerged.
business.

19. Mistake #1: False conclusions due to lack
of insights and knowledge
(Facebook fans).

20. Mistake #2: Why didn’t the
TV commercial go viral? It didn’t blend!

21. The name of your CEO
Google Search I’m Feeling Lucky
Mistake #3: Not keeping it simple and not
making it clear enough.

22. And you thought
that Tweeting
couldn’t get any
more MINDLESS?
Mistake #4: Automated tweets/posts
vs. personal connections.

23. Mistake #5: Not being approachable like
Tony Hsieh – CEO of Zappos

24. Mistake #6: Focussing on the money
(financial transaction) only

25. Mistake #7: Outsourcing and staying in
your comfort zones.

26. The human is the last mile. PEOPLE are
and will always be the main success factor.

27. twitter: @ehatziioannou
web: peopleizers.com
email: lefti@peopleizers.com

28. NE
W
LITERATURE