Free eBook on the importance of creating social capital as part of your personal or business brand-building strategy. Learn what it is, why it is important, and how to create more of it. Based on years as an award-winning technology evangelist and chief marketing officer.
Chapter 2 is all about defining social business strategy. Essentially, I condense the entire content of my first book, Smart Business, Social Business, into one chapter and introduce new thinking, implementation strategies and new models.
If you’ve been relying on traditional public relations tactics, it’s time to breathe new life into your efforts. By focusing on a social approach, you’ll be able to communicate your messages directly with your stakeholders.
Chapter 1 is all about the social customer. I highlight several case studies and reports that will give you a firm understanding of how difficult it is to reach them with the right content, at the right time in the right channel. With emergence of multiple screens, new social platforms and networks or the fact that many customers, including me, suffer from CADD (Consumer Attention Deficit Disorder); it’s very difficult to get your brand heard, seen or interacted with; and almost impossible to be talked about.
Chapter 3 is about building the foundation and kicks off section 2. I start off discussing the need to create a centralized editorial team that will responsible for driving change within the organization.
Showcasing your experts to drive brand value and generate leads. In other words, boost brand awareness, brand authority, and learn about the importants of expert content marketing.
Chapter 2 is all about defining social business strategy. Essentially, I condense the entire content of my first book, Smart Business, Social Business, into one chapter and introduce new thinking, implementation strategies and new models.
If you’ve been relying on traditional public relations tactics, it’s time to breathe new life into your efforts. By focusing on a social approach, you’ll be able to communicate your messages directly with your stakeholders.
Chapter 1 is all about the social customer. I highlight several case studies and reports that will give you a firm understanding of how difficult it is to reach them with the right content, at the right time in the right channel. With emergence of multiple screens, new social platforms and networks or the fact that many customers, including me, suffer from CADD (Consumer Attention Deficit Disorder); it’s very difficult to get your brand heard, seen or interacted with; and almost impossible to be talked about.
Chapter 3 is about building the foundation and kicks off section 2. I start off discussing the need to create a centralized editorial team that will responsible for driving change within the organization.
Showcasing your experts to drive brand value and generate leads. In other words, boost brand awareness, brand authority, and learn about the importants of expert content marketing.
The Little Blue Book of Social TransformationBrian Solis
Now is the time to get serious about social and put your business fully on the path to becoming a socially connected enterprise. This free ebook will show you how to get there with 20 short—but impactful—principles, like:
- Laying the groundwork for social success
- Turning weak ties into strong connections
- Creating a social listening center
Attracting new fans with social experiences
Soon you’ll be on the road to forging deeper relationships with customers and employees and greater relevance with social and traditional customers alike.
Content is the number one challenge for brands today. The ability to tell an integrated brand story across the social web requires internal planning, cross team collaboration, coordination between different marketing teams in various geographies; and the establishment of controls, processes and workflows, also known as governance.
DISCLAIMER: The views are entirely that of the author of the presentation and ESS does not associate itself with the content whatsoever. ESS cannot be held liable in anyway for any claims arising out of the presentation or any repercussions from partial/complete implementation of any of the ideas presented.
The Nuts and Bolts of Teams, Groups and Conversation as-a-ServiceChristian Buckley
Within Office 365, we have multiple methods for social collaboration. Organizations around the world are struggling to understand which tool to use when -- but this is the wrong premise. In this session, we'll discuss the broader concept of 'conversation as a service' and how Microsoft Teams, Outlook Groups, Yammer, and SharePoint all fit together -- and show you how to get the most out of all of them.
Presentation from the 3rd and final segment of the #MeasureCollabSuccess initiative, this time focusing on the implementation factors that can determine collaboration success.
The Little Blue Book of Social TransformationBrian Solis
Now is the time to get serious about social and put your business fully on the path to becoming a socially connected enterprise. This free ebook will show you how to get there with 20 short—but impactful—principles, like:
- Laying the groundwork for social success
- Turning weak ties into strong connections
- Creating a social listening center
Attracting new fans with social experiences
Soon you’ll be on the road to forging deeper relationships with customers and employees and greater relevance with social and traditional customers alike.
Content is the number one challenge for brands today. The ability to tell an integrated brand story across the social web requires internal planning, cross team collaboration, coordination between different marketing teams in various geographies; and the establishment of controls, processes and workflows, also known as governance.
DISCLAIMER: The views are entirely that of the author of the presentation and ESS does not associate itself with the content whatsoever. ESS cannot be held liable in anyway for any claims arising out of the presentation or any repercussions from partial/complete implementation of any of the ideas presented.
The Nuts and Bolts of Teams, Groups and Conversation as-a-ServiceChristian Buckley
Within Office 365, we have multiple methods for social collaboration. Organizations around the world are struggling to understand which tool to use when -- but this is the wrong premise. In this session, we'll discuss the broader concept of 'conversation as a service' and how Microsoft Teams, Outlook Groups, Yammer, and SharePoint all fit together -- and show you how to get the most out of all of them.
Presentation from the 3rd and final segment of the #MeasureCollabSuccess initiative, this time focusing on the implementation factors that can determine collaboration success.
With the rate of innovation coming from Microsoft these days, many organizations are struggling to understand which tools and capabilities to use, and when to use them. The fact is: different teams work in different ways. Within the modern digital workplace, there are many different “modalities” of collaboration — and the companies that understand and meet the evolving needs of their end users will have a competitive advantage.
This presentation reprises a keynote presentation given at the European SharePoint Conference (Nov 2016) in Vienna, Austria by Office Server and Services MVPs Christian Buckley from Beezy and Benjamin Niaulin from Sharegate as they discuss real-world scenarios and management considerations of the three primary collaboration modalities: document and process-centric (SharePoint), email-centric (Exchange and Groups), and social-centric (Yammer, Skype for Business) -- and how Beezy can meet the various needs of these modalities.
Planning your Digital Workplace: A Systems-Based Planning ApproachChristian Buckley
When deploying a “Digital Workplace,” where do you begin? What is needed is an iterative, strategic, and systems-based approach of identifying core challenges at the team and company level, working with key stakeholders to identify appropriate strategies, building a solution using a scalable, repeatable, and sustainable change model. This approach drives stakeholder engagement, and ensures a more holistic solution that aligns with the needs of the business at every level. In this presentation, we walk through a systems-based planning approach for Enterprise Collaboration. Topics will include:
--Engaging leaders in a systems analysis, identifying high-priority needs and challenges
--Outlining a set of targeted and strategic actions based on common customer scenarios
--Developing an implementation plan to support successful operational and improvement strategies
The intent of this presentation is to help organizations incorporate systems-based planning into their Digital Workplace planning processes, using real-world customer examples, and to receive tips on how to fold these best practices into their own strategies.
Office 365 Productivity Tips -- Mayhem in MinneapolisChristian Buckley
Tom Duff (@duffbert) and Christian Buckley (@buckleyplanet) are back with another head-to-head battle of the Microsoft Office and Office 365 productivity hints and tips, delivered to a live audience at SharePoint Saturday Twin Cities, October 28th, 2017 with audience voting. Follow us on Twitter for future webinars and sessions where we'll share more great tips!
Moving from Collaboration Pilot to Successful ImplementationChristian Buckley
One of the most common SharePoint and Office 365 failures is deploying the platform without a pilot. The collaboration pilot is an essential step for any enterprise deployment – and there are most definitely “best practices” you should consider.
Presentation given by Beezy Chief Evangelist and 6-time Microsoft MVP Christian Buckley walking through a repeatable process for running successful collaboration pilots, from management buy-in through to customer adoption planning.
Presentation with fellow MVP Jussi Mori (@jussimori) from Peaches Industries at the European SharePoint Conference (#ESPC16) in Vienna, Austria on the topic of gamification.
How to Achieve Employee Success Through CollaborationChristian Buckley
In a fast-paced world where employees are constantly barraged with content and tasks and requirements, collaboration is not just nice-to-have - collaboration is a business imperative. But success doesn’t come through technology alone, but in helping employees understand how to leverage the technology and work more collaboratively.
How do you build a healthy, engaged and aligned culture? And what are the benefits of the entire organisation participating in social? Presentation from Christian buckley, 6-time Microsoft MVP and Beezy evangelist, as well as Founder of CollabTalk LLC.
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...Julie Bevacqua
Julie Bevacqua shares tools to brand yourself as a market leader, such as Social Connector and Jigsaw, and social media platforms such as LinkedIn and Plaxo.
Follow our Linkedin Page: @marketing infographics
A beginners Guide to Social Media, why does a company need Social Media, tips and guidelines, key stats and demographics, Strategies and tactics for success, recommended tools, facebook, twitter, linkedin, pinterest
Welcome to The Beginner's Guide to Social Media!
"Social media" is a way for people to communicate and interact online. While it has been around since the dawn of the World Wide Web, in the last 10 years or so we've seen a surge in both the number and popularity of social media sites. It's called social media because users engage with (and around) it in a social context, which can include conversations, commentary, and other user-generated annotations and engagement interactions.
Source: http://moz.com/beginners-guide-to-social-media
Welcome to The Beginner's Guide to Social Media! Whether you're new to social media or just looking to close a few
knowledge gaps, we're glad you stopped by. By now, we've all heard how valuable—even essential—social media can be.
Whether your current sentiment leans more toward enthusiasm or trepidation, there's no way around the fact that social
media is a far more complex field than it first seems. Diving in without a sense for what it's like can be overwhelming, and
building a network that provides real value takes both savvy and hard work, but fear not—we're here to help! We hope you'll
find this to be one of the most comprehensive social media resources available, and that no matter what your skill level is,
there's plenty in here to help you improve your social presence. What are we waiting for? Let's dive in!
Co-written with influencer Brian Solis, this eBook helps execs get their business on the path to becoming a social enterprise by following 20 short, but impactful principles.
This Guide will take you thru the steps which will help you to sharpen your skills sets on enhancing your Social Media Marketing skills to explore business opportunities and increase your clients brand awareness thru strategic social media activites.
Listen Publish Analyze - Intelligent Guide to Social Media Management PlatformsEvgeny Tsarkov
Listen Publish Analyze - Intelligent Guide to Social Media Management Platforms (by UnMetric)
Слушай, Публикуй, Анализируй - Интеллектуальное руководство по платформам управления социальными медиа
LISTEN, PUBLISH, ANALYZE : The Intelligent Guide to Social Media Management P...Mohamed Mahdy
INSIDE THIS REPORT:
The new intelligent social media workflow to create better content
The new social media platform landscape - and how to LEVERAGE it
How you can use Listening, Publishing & ANALYSISplatforms together to uncover greater intelligence
WHO IS THIS REPORT FOR:
MARKETING VPs & CMOs
Brand MANAGERS
Agency VPs
Senior Marketers
Tech-Success trains you to be a master of today’s Digital World.
Tech Success coaches both individuals and business to take advantage of the technology within their reach and budget in order to utilize it in the most productive fashion.
Ariel oversees all design, coaching, training, marketing and recruiting of Tech-Success. Ariel has over 20 year experience in marketing, education and coaching which he has begun to implement in Tech-Success leading to 400% ROI.
When I was a consultant for Plug Media Group, I spoke to a real estate investment group and gave this presentation that Jeff Dietrich and I developed.
While it\'s somewhat dated, many of the concepts still stand up, such as having a conversation using social media.
Similar to Tap Into Social Capital to Build Your Brand (20)
In this latest installment of the M365 Productivity Tips series from the January 21, 2023 M365 Twin Cities event (www.M365TC.com), Tom Duff (@duffbert) and Christian Buckley (@buckleyplanet) return with another head-to-head battle of the Microsoft 365 productivity hints and tips.
Follow us on Twitter for future webinars and sessions where we'll share more great tips, and be sure to follow the CollabTalk YouTube channel at https://youtube.com/@buckleyplanet
Microsoft Teams is the fastest-growing product in Microsoft history, providing a powerful platform for collaboration and communication. However, because Teams was built on the backs of two leading workloads: SharePoint and Exchange, managing the security, compliance, and governance of Teams comes with some additional complexity. In this session, Christian walks through 10 essentials for effective Teams governance to help you 'know where to go' to meet your organizational requirements.
Understanding the Culture of Collaboration in your OrganizationChristian Buckley
Presented at Commsverse 2022
When looking at the collaboration culture within your organization, there are three areas where you can focus: people, process, and technology. The number one mistake that organizations make is that we typically focus most of our time and attention on technology...and the least on people. In this session, we'll tackle the various collaboration "profiles" in modern work, and how we can better leverage our technology to drive better people outcomes.
20 Microsoft Teams Productivity Tips that You've Probably Never Used (But Sho...Christian Buckley
Presented at Commsverse 2022
In this fun and informative session, Microsoft RD & MVP Christian Buckley will share 20 of his favorite Microsoft Teams productivity tips, with a focus on personal productivity. While there may be a few you're currently using, attendees should walk away with at least 4 or 5 gems that can have an immediate impact on their own (and their team’s) productivity.
Presentation shared with the Melbourne Australia-based #M365 Adoption User Group on January 31st, 2022.
Abstract: As organizations investigate the Microsoft Viva offerings and begin to develop their own Employee Experience strategies, one common question is: What can I do today to prepare for these new solutions? In this session, we'll cover the 4 business areas of Microsoft Viva (Culture & Communications, Productivity & Wellbeing, Knowledge & Expertise, Skilling & Growth) and their current (pre-Viva deployment) state, and what can/should be done to prepare for Viva. In addition, we'll walk through the customer and partner resources available to organizations to help you develop a comprehensive strategy.
Presented on October 15, 2021 at the aMS Southeast Asia event (online) by Christian Buckley (@buckleyplanet), Microsoft MVP+RD and Microsoft GTM Director at AvePoint Inc.
Presented to the Minnesota Microsoft 365 User Group (https://mn365.org/) on June 14th, 2021 by Christian Buckley (@buckleyplanet) and Tom Duff (@duffbert), covering 20 of our favorite hints and tips for the M365 platform, including SharePoint, Teams, Outlook, OneNote, PowerPoint, and more!
20 M365 Productivity Tips That You've Probably Never Used (But Should)Christian Buckley
Sometimes you attend sessions that cover deep and complex topics that require a lot of attention, thought, and work on the part of the attendee… and then there is this one. Presented April 28th, 2021 as part of the M365 Virtual Marathon event.
In this fun and informative session, Microsoft MVP+RD Christian Buckley will present some of his favorite Microsoft 365 Productivity tips. The tips shared will focus on personal productivity, spanning the entire M365 platform (Yammer, SharePoint Online, Office ProPlus, etc).
Attendees should walk away with two or three gems that could change the way they work on a daily basis.
In this latest installment of the M365 Productivity Tips series, Tom Duff (@duffbert) and Christian Buckley (@buckleyplanet) return with another head-to-head battle of the Microsoft Office and Office 365 productivity hints and tips, recorded December 29th, 2020 with participants voting on each round.
Follow us on Twitter for future webinars and sessions where we'll share more great tips, and be sure to follow the CollabTalk YouTube channel at https://youtube.com/c/collabtalk
In this latest installment of the M365 Productivity Tips series, Tom Duff (@duffbert) and Christian Buckley (@buckleyplanet) return with another head-to-head battle of the Microsoft Office and Office 365 productivity hints and tips, recorded November 24th, 2020 with participants voting on each round.
Follow us on Twitter for future webinars and sessions where we'll share more great tips, and be sure to follow the CollabTalk YouTube channel at https://youtube.com/c/collabtalk
Microsoft RD and MVP Christian Buckley (@buckleyplanet) and Tom Duff (@duffbert) go head-to-head to share some of their favorite Microsoft Office and Office 365 productivity tips. Captured on October 27th, 2020 as a CollabTalk webinar, and part of our ongoing productivity series.
20 Microsoft 365 Productivity Tips That You've Probably Never Used (But Should)Christian Buckley
20 of my favorite Microsoft 365 productivity tips across multiple workloads, providing a variety of individual and team benefits. Presented at the North American Collab Summit (#collabsummit) in Branson, MO on September 29th, 2020. This is a collection of hints & tips presented by Microsoft RD+MVP Christian Buckley (@buckleyplanet) and Tom Duff (@duffbert) as a part of the M365 Productivity Tips webinar series, which you can find at https://youtube.com/c/collabtalk/
Ordering the Chaos: Combatting Teams and SharePoint Content SprawlChristian Buckley
Egnyte webinar on the problem of sprawl in Microsoft 365, specifically within SharePoint, Microsoft Teams, and OneDrive workloads. Held August 6th, 2020 with Christian Buckley, Microsoft MVP+RD and Founder of CollabTalk LLC, Stephen Hand, Director of IT and Cybersecurity at Tilson, and Kyle Wallstedt, Sr. Solutions Architect with Egnyte. You can watch the entire presentation on-demand at https://pages.egnyte.com/ContentSprawlWebinar-Video.html
Building a More Diverse Workforce in the Partner ChannelChristian Buckley
A research-based practice development playbook and resource set to help Microsoft partners recruit and retain a more diverse workforce. Authored by Barb Levisay, with research conducted by CollabTalk LLC and the BYU Marriott School of Management and commissioned by Hewlett-Packard Enterprise, Tech Data, and Microsoft.
You can find additional CollabTalk research links and downloads at https://www.buckleyplanet.com/2019/12/collabtalk-research-link-list.html
In this latest installment of the M365 Productivity Tips series, Tom Duff (@duffbert) and Christian Buckley (@buckleyplanet) return with another head-to-head battle of the Microsoft Office and Office 365 productivity hints and tips, recorded June 23rd, 2020 with viewers voting on each round.
Follow us on Twitter for future webinars and sessions where we'll share more great tips, and be sure to follow the CollabTalk YouTube channel at https://youtube.com/c/collabtalk
20 More Tips to Improve Productivity with Microsoft TeamsChristian Buckley
Presentation delivered via webinar on June 18th, 2020 by Russ Basiura (@russbasiura), a Microsoft Teams Evangelist at Accel365, and Christian Buckley (@buckleyplanet) a Microsoft MVP and Regional Director and the Founder of CollabTalk LLC. In this session, we share another 20 of our favorite productivity tips to help you get more out of the #MicrosoftTeams platform, adding onto the 20 tips we provided in another session in May.
20 Microsoft 365 Tips You've Probably Never Used (But Should)Christian Buckley
Presentation from the Microsoft 365 Virtual Summit on May 28th, 2020. This was a collection of tips gathered through my ongoing webinar series with Tom Duff (@duffbert), which you can find out about at https://www.buckleyplanet.com/2019/03/o365-productivity-tips-links.html
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
2. Beyond the Color Palette
- 3 -
Social Capital: the way influence works
- 4 -
Focusing on Influencers
- 6 -
Finding Value by Providing Value
- 8 -
About the Author
- 9 -
About Fifty Five and Five
- 10 -
fiftyfiveandfive
2
Table of
Contents
3. common mistake that companies make is to think that corporate branding – the
logo, tagline, and chosen color palette—constitutes their brand. Sure, these things
play a role in branding, but they are just one small facet of the overall brand.
Companies spend seemingly countless hours and endless budgets on perfecting their
logos, websites, and brochures in an effort to establish and build ‘brand awareness’.
However, more than any design element, it is your company culture and the reputation of
your front-line employees that define your company brand. This is why it’s essential for
you to understand who in your company is influential outside company walls.
The challenge, however, is that most companies do not understand who the influencers
are within their companies or across their customer communities. They also struggle to
tailor their messages to those influencers. Even more elusive than a strategy for external
influencers is a plan for internal influencers.
In an era of social media, companies need to understand the value of influence—and how
to extend their social capital. Leveraging internal influence and identifying and targeting
external influence is a key aspect of creating social capital. And it should, therefore, be a
major factor in your marketing mix.
In this eBook, we will explore what influencers are, how their influence works and how you
can leverage their influence to tell your brand story across their networks.
fiftyfiveandfive
3
Beyond the
Color Palette
4. fiftyfiveandfive
4
Social Capital:
the way influence works
¹ Putnam, Robert. 2001. Bowling Alone.
n an influential study of the way
communities work, Robert Putnam, a
Harvard sociologist, offered the
observation that:
"Much of the success of the United States as
a nation had to do with its ability to
generate social capital, that mysterious but
critical set of characteristics of functioning
communities."¹
Social capital is, simply put, the level of
trust that is earned by an individual or a
brand within a social construct. A new
user entering a technology forum, for
instance, has no social capital. As they
participate in conversation threads, asking
questions and answering questions, they
slowly build capital. The same activity
happens within an organization or across
social media.
The importance of augmenting or
improving one's social capital, whether
online or offline, may benefit more than
just the quality of your professional
relationships. Putnam puts it like this:
"Individuals in groups with more social
capital are better off on a large number of
metrics, from health and happiness to
earning potential, than in those groups with
less social capital."
Individuals with strong social capital have
more access to data and generate quicker
and more detailed feedback from their
networks. Case in point: anyone new to a
technologycommunity can ask a question
via Twitter and generally get a quick
response back. But the volume (and
quality) of responses increases
dramatically when the same question is
picked up and re-tweeted by a trusted
member of the community.
For brands, tapping into the influence of
individuals—both within and outside the
company—who have a lot of social capital
can, therefore, be expected to boost trust
in the brand.
Robert Putnam, Harvard sociologist
5. fiftyfiveandfive
5
Being
Authentic
Is social influence about the number of followers your brand has? How many
re-tweets you receive? Or more so the depth of dialog you have and the action that
people take based on your own actions? Is there some other way to identify
(intelligently) as to which connections will provide the most relevant connections
based on your profile, your interests and your most recent searches?
Building social influence is not the same thing as building followers. Tools for
building followers can be somewhat shady, with dozens (or more) tools out there to
help you build followers. The real power in building social influence is substance.
We have two seemingly divergent and opposing views here: the idea of reducing the
noise in our networks by focusing on those relationships that will benefit us the
most; and the idea that expanding our networking pool benefits us by increasing
our chances of identifying beneficial connections that might otherwise be lost by not
casting a wide enough net.
It's an interesting dichotomy. There is no right answer here for how to manage your
networks, but including a regular purging and expansion should be a key tenet of
your influencer strategy.
6. fiftyfiveandfive
6
Focusing on
Influencers
t a recent analyst event, one
customer story that really stood out
was a marketing team that approached
their brand-building activities by
identifying and separating product
"advocates" from customers within their
CRM and then developing individual
strategies for each. Part of their approach
was to specifically identify each influencer,
and nurture them individually, outside of
the strategy used to market for the rest of
their contacts.
Similarly, identifying and working with
your internal influencers can become
another channel strategy. How you work
with these internal influencers—whether
they’re in sales or marketing, or even an
engineer who is very active in relevant
online communities—will likely include a
very different, non-traditional approach to
your primary brand-building strategy.
The point here is to recognize influence
inside and outside of your organization,
and develop strategies that are unique to
each.
7. How can you actually
leverage influencers?
One very successful branding strategy, and a way to support the unique added
value of your internal influencers is by matching internal branding strengths to
external influencer needs wherever possible. For example, you have your marketing
message that you’re testing out, moving forward with, and it is being delivered by
your product management team and your solutions sales team. You have a regular
cadence of webinars, emails and live events, and you’re confident you have a solid
approach with message, delivery and volume.
Now, as you learn about your partners and customers, measuring the success of
these various marketing activities, the real test of your strategy—and the
measurement of your brand—will come through exceptions. Influencers begin to
identify themselves: a customer loves your product and happily joins a webinar or
co-presents at an event on your behalf, but struggles with your sales process and
handling of leads because it does not have the personal connection necessary for a
successful hand-off.
fiftyfiveandfive
7
8. fiftyfiveandfive
8
Finding Value by
Providing Value
y guidance to individuals and
companies alike is that value is
achieved by providing value. Building
social capital for yourself, your product or
your company is most quickly and
lastingly achieved by providing value to
others (by bridging your networks) and
your influencers (to help customers and
partners). Through consistent and
authentic content and conversations, you
can focus first on helping others find
value before considering your own needs.
If you approach your social and
community activities in this way, you will
rapidly build your own social capital while
also building trust with influencers.
There is no quick and easy path to
building social capital. It takes time, effort
and a clearly defined and closely
measured strategy. Nonetheless, the
impact of a strong professional brand is
that it can amplify all other marketing
efforts.Microsoft uses the phrase "Working
like a Network" to describe the new world
of work.
A world where organizations leverage the
people they know, the processes and
business systems that we participate in
and the technology at our fingertips to
give us access to more data, more content
and more of the collective capabilitiesof
everyone connected within our network.
Having strong social capital enables us to
do more with our network, and weak
social capital can most definitely limit us.
To work like a network means that each of
us acts as a broker, adding value to the
clusters in which we participate—and
then connecting data, people and ideas
across clusters to translate each body of
knowledge for those other networks.
Working like a network is not an empty
platitude or marketing slogan—working
like a network is a collaboration
imperative.
Extending your social capital should,
therefore, be a business (and
collaboration) imperative.
9. Christian Buckley is the Chief Evangelist at Beezy, a leading social collaboration ISV, and is
the Founder of CollabTalk. A globally-recognized author, speaker and technology influenc-
er, Christian is a 6-time Microsoft MVP and Top 10 SharePoint and Office 365 Influencer.
He was also part of the Microsoft team that launched SharePoint Online (now part of
Office 365) and worked with some of the world's largest technology companies to build
and deploy social, collaboration and supply chain solutions.
Christian can be found online at www.buckleyplanet.com and on Twitter at
@buckleyplanet.
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