The document is a collection of quotes and passages about social media strategies and authentic engagement. Some key points are: - Companies need a strong sense of identity to participate meaningfully in online conversations. - Being authentic and true to your values is critical to social media success. People can quickly spot inauthenticity. - A social strategy relies on engagement, quality content, and user value rather than tools or coolness. It benefits from widespread use over time. - To be credible outside your organization, you must be credible within through demonstrated values and purpose in social dialogues.

1. Dream
You may say I’m a dreamer,
but I’m not the only one.
I hope some day you’ll join us,
and the world will live as one.
- John Lennon
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© 2009 IBM Corporation

2. Who
you
are
matters
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© 2009 IBM Corporation

3. Brands and companies need a strong
sense of self
to effectively exist in online conversations both
inside and outside the company
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© 2009 IBM Corporation

4. Authentic.
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© 2009 IBM Corporation

5. The world spots someone who is not authentic or
not true to their values more quickly and with
greater punishment than ever before
The world rewards those who are true.
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© 2009 IBM Corporation

6. Placing the company’s authentic voice at the
heart of social strategies is critical to success.
You must be:
Believable
Inspiring
Accepting
Inclusive
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© 2009 IBM Corporation

7. It represents a principle that is inherent in our nature
and value systems
SHARE
Simple
Helpful
Alternatives
That are Reliable
And Easy to Use
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© 2009 IBM Corporation

8. A social strategy doesn’t rely on coolness or tools as its measure of success.
It relies on
interest, trial, adoption and engagement
And as such…
It benefits from the scale
of use
It benefits from the quality of the content
It benefits from the value its users derive
It grows organically.
And as such, with help, it becomes evergreen
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by continual nurturing
© 2009 IBM Corporation

9. Buzz
People will try something because others are buzzing.
However,
They will only adopt it and proceed to engagement
as long as it meets their needs
They will only continue to engage as long as it does
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© 2009 IBM Corporation

10. So, in order to be socially credible outside your organization, you
must be
socially credible within the
organization
culture
Your
must be – whether it is now or needs to evolve
there – one of knowing who you are and what you stand for
company’s values must be
demonstrated in who and why you approach anyone in
Your
social dialogues
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© 2009 IBM Corporation

11. Scarcity brings clarity
When you elect to be something – or represent yourself as something,
you inherently choose
not
to be something else
These are times of carefully considered choices, and the
economy shines a bright light on the impacts of choices
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© 2009 IBM Corporation

12. Maybe 20 percent of a company’s customers will
become advocates.
Companies need to serve as many customers as they can
However, they need to love
and embrace
those 20 percent and keep them front and center
in their heart, mind and the application of their effort
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© 2009 IBM Corporation

13. We are in a time of
unequal effects
The rapid growth of the internet has amplified the
impact of unequal effects
One voice, amplified sufficiently can stir the
actions of many
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© 2009 IBM Corporation

14. Every company has limited capital
including social capital
In these times, it must elect to invest it well. It must be
aligned to principles and values, and invariably, we end
where we begin
Who are you?
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© 2009 IBM Corporation

15. Implementing a social strategy implies you have one
?
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Who are you trying to reach
Why are you trying to reach them
What needs do they have
How are you helping them meet those needs
What tools are you giving them
How do you expect them to interact with the tools
How do you expect them to interact with each other
© 2009 IBM Corporation

16. Asymmetrical advantage
Customer
Analyses (profile)
Customer
Behavior
Product & Service
Performance
Customer
Listening
Ways of
Customer Insight
assessing impacts
application insights and
Ways of Ways of
andsolutions to maximize
options
assessing impacts and efficient
listening
effective
Customer
and options<
customer interactions
Learning and
Understanding
IT Business Analyses & Common Services
Listen
Learn
Engage
Harvest
Acting in a virtuous cycle to continually create benefit and increasingly intelligent enterprises
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© 2009 IBM Corporation

17. Exercise
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



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Fear and Cynicism
Monetization of Data
Social Media Scan
Mobility Widgets and Wow
Being an Aggregator doesn’t mean you aren’t a retailer
© 2009 IBM Corporation