The document discusses the importance of aligning social media strategies with business objectives to combat digital darwinism and adapt to rapidly changing customer experiences. It highlights that many businesses, especially smaller ones, struggle to adequately integrate social media into their operations, despite claiming to have a strategy in place. To succeed, organizations must adopt a comprehensive approach to social business through seven strategic steps.

2. Getting Strategic about Social
Not about technology or specific social platforms
Getting strategic is about:
- dealing with digital Darwinism
- aligning social and business objectives
- “Gen C”, customer experience and the new
sharing

3. #manhunt
#Watertown
#bostonmarathon
#adamscott
#masters

6. The future arrives too soon
and in the wrong order
Alvin Toffler
The future of business is
shared experiences
Brian Solis

7. Digital Darwinism, a state of business failure when
technology and society evolve faster than your
ability to adapt.
Brian Solis, Author What's the Future of Business?

8. If change is happening faster
on the outside than on the inside
the end is nigh.
Jack Welch, former CEO, GE

9. The big disconnect
In 2012, only 22% of Australian small businesses
claim a social media presence, updating daily,
compared to 34% for medium businesses and 72% of
large businesses. (Sensis)
Most companies surveyed for a recent Altimeter Group
study said they had a developed social media strategy,
but only 34% felt their social strategy and business
objectives were aligned.

10. Australians online - demographic percentages
2-17 8.1%
18-24 14.7%
23-34 17.5%
35-49 28.6%
50+ 31.1%
That's 59.7% of Australians online are 35+

11. Challenge unresearched assumptions
Think Connected Generation - Gen C

12. UX - from FMOT to ZMOT
and even UMOT
Shared experiences will shape the future of business.
Brian Solis

13. Connected customers are adopting disruptive
technologies faster than companies can keep up, and
the resulting complexity is overwhelming current
business structures, causing confusion and disarray.
The Connected Company

19. Brian Solis adds the
Ultimate Moment of Truth
what the consumer shares after purchasing,
fuelling other consumers’ journeys
The point?
brands need to provide experiences
worth sharing

20. Align Social & Business Objectives: 7
Steps
1. Start
2. Strategise
3. Participate (especially listening)
4. Engage
5. Evaluate (appropriate tools)
6. Re-calibrate
7. Fail forward

21. The long term goal is social business
- defined by the Altimeter Group as
The deep integration of social media
and social technologies into the organisation
in order to drive business impact.

22. Image Credits
Coolangatta Beach image - Des Walsh
911 WTC Photo - 9/11 photos, Flickr http://bit.ly/127oeZt | CC BY 2.0
Purchase funnel image - Steve Simple, Wikipedia http://bit.ly/10tdY11 |
CC BY 3.0
Neurons image - MikeBlogs, Flickr http://bit.ly/ZfwHKJ | CC BY 2.0

23. Links
What's the Future of Business? Changing the way businesses create
experiences - Brian Solis wtfbusiness.com
The Yellow Social Media Report June 2012: What Australian people and
businesses are doing with social media http://bit.ly/ZDj07P
The Connected Company, Dave Gray, O'Reilly 2012
The Evolution of Social Business: Six Stages of Social Business Transformation
- Altimeter Group http://bit.ly/12AlFk3
Australian Online Landscape Review February 2013 - Neilsen
http://bit.ly/122gXdp
ZMOT: Winning the Zero Moment of Truth - http://zeromomentoftruth.com
What’s The Future Of Business? Brian Solis Tells Us In A Fireside Chat
http://bit.ly/11fSZKc

24. Des Walsh dot Com
deswalsh.com
In a world of change, helping businesses get the social edge
Call to discuss having a no-obligation 30 minute exploratory
consultation
International: 61 413 089 355 | Australia: 0413 089 355
or email deswalsh@gmail.com