@briansolis   TheBrianSolis   BrianSolisTV
Digital Darwinism is already changing the          landscape of business
The world has changed forever.    Will you change with it?
This is not Social Media marketing
“Fast and Easy”is the beginning  of the end ofSocial Media 1.0
Customers will breakup with organizations that   don’t deliver value, now and over time
“People” = the 5th Element
Traditional Consumer    Digital ConsumerCONNECTED CONSUMER
An Audience with an Audience of Audiences
A look at the world through the eyes of        a connected customer
The Fight for Consumer Attention Takes Place Where Attention is                Focused. Hint: It’s not your website New Me...
Attention is a Precious CommodityRed = where users looked the mostYellow = indicate fewer viewsBlue = least viewedGray = d...
THE VOICE OF THE CUSTOMER    BRANDS ARE NOT CREATEDTHEY ARE CO-CREATED  JUST GOT LOUDER
Without design orThe future of yourengagement,business is definedwhat will sharedthrough they say?What will they do?experi...
Is your business antisocial?
YOU CAN’T BUILD A CUSTOMER-CENTRIC BUSINESS    IF YOU DON’T KNOW          WHAT CUSTOMERS WANT
Taking the customer point of view:Closing the Customer Gap in Social MediaDO YOU EVEN KNOW WHAT WE WANT OR WHAT WE VALUE?
The brand perspective              Customers want to learn about              new products…
The brand perspective              They want to engage with us to              create a community…
The customer perspective              I want discounts and special              offers!
The customer perspective              I need the ability to purchase              within my social network!
Obtaining tangiblevalue or recognitionis why people seekout organizations insocial networks
The number 1 leastasked question issocial business is…WHY?
The 5 W’s + H.E.                       WHO        EXTENT                       WHAT       HOW                            W...
CRM  Social CRMRELATIONSHIPS
Three sectors are driving                               the evolution of of               Mobile          consumer behavio...
Technology Opens New Doors to   Intelligence & Engagement                               Business Value      Consumer Value...
Social and Mobile represent the natural evolution of commerce…            but everything changes in the process.
Consumer             AttentionAwareness InterestEvaluation                            The                         Traditio...
Decision making cycle of connected customers                                                                              ...
3. Commerce     2. Pre-Commerce            Evaluation                                                         Decision    ...
Big Data presents big challenges AND opportunities
The 5 I’s    Influenceof SocialMarketing   Interaction             Ideation              Insight            Intelligence
BIO WORD CLOUD – TOP 100
LOCATION WORD CLOUD – TOP 100
FINDINGS!   @starbucks followers identify themselves as: enthusiasts,  geeks, addicts, junkies, creatives!   Music, Food, ...
The Tenets ofSocial BusinessAre Designed to     Build Relationships    ENGAGED                  Relevance       CONNECTED ...
@ is the universal sign for engagement
Engagement is defined by how a brand andconsumer connect and interact within theirnetworks of relevance
EngagementYouYou                Prospects                       Prospects
Engagement is measured by takeaway value,sentiment, and resulting actions following theexchange
You are Now Entering the Trust Zone
Do you know who’s influencing your market?
Content Context is King   Content is King
Build relationshipsTrigger actions & outcomes                   Feed the community
ARE YOU DESIGNINGCAMPAIGNS AROUND  MEASURABLE &   MEANINGFUL   OUTCOMES?
Social MediaMarketing isnow expectedto play abigger role inbusinessperformance
WE CAN NOT MEASURE WHAT IT IS WE DON’T  KNOW TO VALUE
Likenomics: The value of a Facebook “Like”            is worthy of study
Likenomics: The value of a Facebook “Like”            is worthy of study
THE A.R.T. OF SOCIAL MEDIA = ACTIONS        REACTIONS             TRANSACTIONS
influence          change          cause          buildI want to inspire something…          help          teach          ...
The Value + Innovation Cycle  Research &  Intelligence                                            Listen                  ...
There is nobox to thinkoutside of…
Brian Solis Engage or Die!
Brian Solis Engage or Die!
Brian Solis Engage or Die!
Brian Solis Engage or Die!
Brian Solis Engage or Die!
Brian Solis Engage or Die!
Brian Solis Engage or Die!
Brian Solis Engage or Die!
Brian Solis Engage or Die!
Brian Solis Engage or Die!
Brian Solis Engage or Die!
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Brian Solis Engage or Die!

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Engage or Die! by Brian Solis @SMiCS2011 in Monte Carlo.

Published in: Business

Brian Solis Engage or Die!

  1. 1. @briansolis TheBrianSolis BrianSolisTV
  2. 2. Digital Darwinism is already changing the landscape of business
  3. 3. The world has changed forever. Will you change with it?
  4. 4. This is not Social Media marketing
  5. 5. “Fast and Easy”is the beginning of the end ofSocial Media 1.0
  6. 6. Customers will breakup with organizations that don’t deliver value, now and over time
  7. 7. “People” = the 5th Element
  8. 8. Traditional Consumer Digital ConsumerCONNECTED CONSUMER
  9. 9. An Audience with an Audience of Audiences
  10. 10. A look at the world through the eyes of a connected customer
  11. 11. The Fight for Consumer Attention Takes Place Where Attention is Focused. Hint: It’s not your website New Media has the power toreach people where their attention is focused
  12. 12. Attention is a Precious CommodityRed = where users looked the mostYellow = indicate fewer viewsBlue = least viewedGray = didn’t attract any fixationsGreen = boxes drawn on top of the images after the study to highlight the advertisements
  13. 13. THE VOICE OF THE CUSTOMER BRANDS ARE NOT CREATEDTHEY ARE CO-CREATED JUST GOT LOUDER
  14. 14. Without design orThe future of yourengagement,business is definedwhat will sharedthrough they say?What will they do?experiences…
  15. 15. Is your business antisocial?
  16. 16. YOU CAN’T BUILD A CUSTOMER-CENTRIC BUSINESS IF YOU DON’T KNOW WHAT CUSTOMERS WANT
  17. 17. Taking the customer point of view:Closing the Customer Gap in Social MediaDO YOU EVEN KNOW WHAT WE WANT OR WHAT WE VALUE?
  18. 18. The brand perspective Customers want to learn about new products…
  19. 19. The brand perspective They want to engage with us to create a community…
  20. 20. The customer perspective I want discounts and special offers!
  21. 21. The customer perspective I need the ability to purchase within my social network!
  22. 22. Obtaining tangiblevalue or recognitionis why people seekout organizations insocial networks
  23. 23. The number 1 leastasked question issocial business is…WHY?
  24. 24. The 5 W’s + H.E. WHO EXTENT WHAT HOW WHEN WHY WHERE
  25. 25. CRM Social CRMRELATIONSHIPS
  26. 26. Three sectors are driving the evolution of of Mobile consumer behavior and businesses must adapt to lead the future The Golden TriangleSocial Real-time
  27. 27. Technology Opens New Doors to Intelligence & Engagement Business Value Consumer Value User Experience Sales Lift Immediate Return Brand Lift Long-term Yield
  28. 28. Social and Mobile represent the natural evolution of commerce… but everything changes in the process.
  29. 29. Consumer AttentionAwareness InterestEvaluation The TraditionalDecision Customer Journey Action Referral Loyalty
  30. 30. Decision making cycle of connected customers 3. Commerce Self-expression Closure 2. Pre-Commerce Evaluation Brand Reviews Decision Engagement Brand Strength Consideration Reconsideration Word of Experience Mouth Brand Interruption Sentiment Advocacy Post- purchaseTrigger research Word of Mouth Influence Loop ValidationAttention Influence Enjoy Brand Experimentation Awareness Reconsideration Advocate Passive Shared Sentiment Loyalist Loyalty Rival1. Formulation Attention Commitment Bond 4. Post-Commerce
  31. 31. 3. Commerce 2. Pre-Commerce Evaluation Decision Consideration ExperienceTriggerAttention Enjoy Awareness Loyalty1. Formulation Bond 4. Post-Commerce Social CRM reveals new touchpoints to influence consumer behavior
  32. 32. Big Data presents big challenges AND opportunities
  33. 33. The 5 I’s Influenceof SocialMarketing Interaction Ideation Insight Intelligence
  34. 34. BIO WORD CLOUD – TOP 100
  35. 35. LOCATION WORD CLOUD – TOP 100
  36. 36. FINDINGS!   @starbucks followers identify themselves as: enthusiasts, geeks, addicts, junkies, creatives!   Music, Food, Coffee, and Fashion are the most popular areas of interest!   @starbucks followers may favor dogs to cats 2 – 1!  Students account for more than any single Professional field
  37. 37. The Tenets ofSocial BusinessAre Designed to Build Relationships ENGAGED Relevance CONNECTED ADAPTIVE
  38. 38. @ is the universal sign for engagement
  39. 39. Engagement is defined by how a brand andconsumer connect and interact within theirnetworks of relevance
  40. 40. EngagementYouYou Prospects Prospects
  41. 41. Engagement is measured by takeaway value,sentiment, and resulting actions following theexchange
  42. 42. You are Now Entering the Trust Zone
  43. 43. Do you know who’s influencing your market?
  44. 44. Content Context is King Content is King
  45. 45. Build relationshipsTrigger actions & outcomes Feed the community
  46. 46. ARE YOU DESIGNINGCAMPAIGNS AROUND MEASURABLE & MEANINGFUL OUTCOMES?
  47. 47. Social MediaMarketing isnow expectedto play abigger role inbusinessperformance
  48. 48. WE CAN NOT MEASURE WHAT IT IS WE DON’T KNOW TO VALUE
  49. 49. Likenomics: The value of a Facebook “Like” is worthy of study
  50. 50. Likenomics: The value of a Facebook “Like” is worthy of study
  51. 51. THE A.R.T. OF SOCIAL MEDIA = ACTIONS REACTIONS TRANSACTIONS
  52. 52. influence change cause buildI want to inspire something… help teach learn discover sell
  53. 53. The Value + Innovation Cycle Research & Intelligence Listen Engage Learn + Adapt + Create Action Measure Optimize
  54. 54. There is nobox to thinkoutside of…

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