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The Social ContinuumFrom Social Media to Social Business
overheardThe Social Continuum2“It's time for us to step into Social Mediaand engage the conversation"
The Social Continuum3
The Social Continuum4brand recognition • brand awareness • customers acquisition • lead generation • recruitment • empathy e-reputation • expertise acknowledgment • storytelling  viral marketing • influence • conversational marketing  Brands have multiple reasons for going theresocial media optimization • viral marketing • influence conversational marketing • social media optimization brand recognition • brand awareness • customers acquisition • lead generation • recruitment • empathy  e-reputation • expertise acknowledgment • storytelling viral marketing • influence • conversational marketing social media optimization • brand recognition • brand awareness • customers acquisition • lead generation recruitment • empathy • e-reputation • viral marketing
The Social Continuum5So more and more brands jump into the social media space to gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends
The Social Continuum6This is called Social Media MarketingorMarketing 2.0
The Social Continuum7but it should be calledMarketing 1.0001since those are just old practicestransposed into digital media
The Social Continuum8When entering Social Media, most brands and agencies believe they are dealing with anothermedia, but they truly deal withsocial
The Social Continuum9social                       as in social web, is an entirely new and unknown territory
The Social Continuum10Brands are opening Pandora’s box without ever noticing
The Social Continuum11When, in 2004, Mark Zuckerberg created a small website to allow his Harvard fellows to connect with each other...
The Social Continuum12He ignored that 6 years later, Facebook would be a 400 millions members' network, where people create content, share content, listen, chat, tag, like, discuss, pay, connect together
The Social Continuum13When, in 2006, Jack Dorsey created a little service to stay in touch in real time with his friends and relatives...
The Social Continuum14He ignored that 4 years later, Twitter would be a 100 millions members' service, upon which apps are built to allow people to share links, information, location, discussions, ideas, thoughts, sentiments together
The Social Continuum15And all this is justthe beginning
The Social Continuum16The social territory is filled with hundreds of millions of people talking together about what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what
The Social Continuum17This is calledCustomer experience
The Social Continuum18Customers do not want to be brands' friends, fans or followers. They want to share their experience.
The Social Continuum19They want to co-create value with brands
The Social Continuum20When entering social media, brands give their customers a voice which will never stop
The Social Continuum21Dealing only with the 'media' in social media is like ignoring this voice
The Social Continuum22But listening to this voice will change the way business is doneFOREVER
The Social Continuum23This is calledSocial business
The Social Continuum24The social territory give brandshundreds of millions of new touch pointswith their customers
The Social Continuum25While listening to conversations, brands can now learn from every single user's experience
The Social Continuum26They can gain new invaluable knowledge from these conversations
The Social Continuum27Knowledge about creating better services and products
The Social Continuum28Knowledge about better serving their customers
The Social Continuum29Knowledge about what customers really want, not about what brands think customers want
The Social Continuum30This is part of what is calledSocial learning
The Social Continuum31Social learning is the key which will allow organizationsto capture and harness those knowledge flows.This means:
The Social Continuum32Informal learningKnowledge strengthens from diversity and sense-making, weakens from silos and boundaries
The Social Continuum33Collaboration & Communities Employees, too, are joining the conversation and sharing knowledge
The Social Continuum34Co-creationKnowledge belongs to interaction and openness,not to repositories
The Social Continuum35Social learning is an iterative, non linear process which capitalizes on networked knowledge flows
The Social Continuum36Almost every department of organizations can, and will, learn that way R&D, Design, Marketing, Human Resources, Corporate Communications, Public Relations, Training, Procurement, Production, Manufacturing, Operations, Delivery, Sales, Logistics, Customer Service, …
The Social Continuum37Co-creation of value, knowledge sharing and collaborative learningis the future of business
The Social Continuum38Thierry de Baillontdebaillon@socialearning.fr@tdebaillonSocialearninghttp://www.socialearning.frMark Zuckerberg and Jack Dorsey photos from Wikipedia Commons and released under the Creative Commons Attribution 2.5 license

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From Social Media to Social Business: The Social Continuum

  • 1. The Social ContinuumFrom Social Media to Social Business
  • 2. overheardThe Social Continuum2“It's time for us to step into Social Mediaand engage the conversation"
  • 4. The Social Continuum4brand recognition • brand awareness • customers acquisition • lead generation • recruitment • empathy e-reputation • expertise acknowledgment • storytelling viral marketing • influence • conversational marketing Brands have multiple reasons for going theresocial media optimization • viral marketing • influence conversational marketing • social media optimization brand recognition • brand awareness • customers acquisition • lead generation • recruitment • empathy e-reputation • expertise acknowledgment • storytelling viral marketing • influence • conversational marketing social media optimization • brand recognition • brand awareness • customers acquisition • lead generation recruitment • empathy • e-reputation • viral marketing
  • 5. The Social Continuum5So more and more brands jump into the social media space to gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends
  • 6. The Social Continuum6This is called Social Media MarketingorMarketing 2.0
  • 7. The Social Continuum7but it should be calledMarketing 1.0001since those are just old practicestransposed into digital media
  • 8. The Social Continuum8When entering Social Media, most brands and agencies believe they are dealing with anothermedia, but they truly deal withsocial
  • 9. The Social Continuum9social as in social web, is an entirely new and unknown territory
  • 10. The Social Continuum10Brands are opening Pandora’s box without ever noticing
  • 11. The Social Continuum11When, in 2004, Mark Zuckerberg created a small website to allow his Harvard fellows to connect with each other...
  • 12. The Social Continuum12He ignored that 6 years later, Facebook would be a 400 millions members' network, where people create content, share content, listen, chat, tag, like, discuss, pay, connect together
  • 13. The Social Continuum13When, in 2006, Jack Dorsey created a little service to stay in touch in real time with his friends and relatives...
  • 14. The Social Continuum14He ignored that 4 years later, Twitter would be a 100 millions members' service, upon which apps are built to allow people to share links, information, location, discussions, ideas, thoughts, sentiments together
  • 15. The Social Continuum15And all this is justthe beginning
  • 16. The Social Continuum16The social territory is filled with hundreds of millions of people talking together about what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what
  • 17. The Social Continuum17This is calledCustomer experience
  • 18. The Social Continuum18Customers do not want to be brands' friends, fans or followers. They want to share their experience.
  • 19. The Social Continuum19They want to co-create value with brands
  • 20. The Social Continuum20When entering social media, brands give their customers a voice which will never stop
  • 21. The Social Continuum21Dealing only with the 'media' in social media is like ignoring this voice
  • 22. The Social Continuum22But listening to this voice will change the way business is doneFOREVER
  • 23. The Social Continuum23This is calledSocial business
  • 24. The Social Continuum24The social territory give brandshundreds of millions of new touch pointswith their customers
  • 25. The Social Continuum25While listening to conversations, brands can now learn from every single user's experience
  • 26. The Social Continuum26They can gain new invaluable knowledge from these conversations
  • 27. The Social Continuum27Knowledge about creating better services and products
  • 28. The Social Continuum28Knowledge about better serving their customers
  • 29. The Social Continuum29Knowledge about what customers really want, not about what brands think customers want
  • 30. The Social Continuum30This is part of what is calledSocial learning
  • 31. The Social Continuum31Social learning is the key which will allow organizationsto capture and harness those knowledge flows.This means:
  • 32. The Social Continuum32Informal learningKnowledge strengthens from diversity and sense-making, weakens from silos and boundaries
  • 33. The Social Continuum33Collaboration & Communities Employees, too, are joining the conversation and sharing knowledge
  • 34. The Social Continuum34Co-creationKnowledge belongs to interaction and openness,not to repositories
  • 35. The Social Continuum35Social learning is an iterative, non linear process which capitalizes on networked knowledge flows
  • 36. The Social Continuum36Almost every department of organizations can, and will, learn that way R&D, Design, Marketing, Human Resources, Corporate Communications, Public Relations, Training, Procurement, Production, Manufacturing, Operations, Delivery, Sales, Logistics, Customer Service, …
  • 37. The Social Continuum37Co-creation of value, knowledge sharing and collaborative learningis the future of business
  • 38. The Social Continuum38Thierry de Baillontdebaillon@socialearning.fr@tdebaillonSocialearninghttp://www.socialearning.frMark Zuckerberg and Jack Dorsey photos from Wikipedia Commons and released under the Creative Commons Attribution 2.5 license