4. The Social Continuum 4 brand 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 Continuum 5 So 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
7. The Social Continuum 7 but it should be called Marketing 1.0001 since those are just old practices transposed into digital media
8. The Social Continuum 8 When entering Social Media, most brands and agencies believe they are dealing with anothermedia, but they truly deal with social
9. The Social Continuum 9 social as in social web, is an entirely new and unknown territory
11. The Social Continuum 11 When, in 2004, Mark Zuckerberg created a small website to allow his Harvard fellows to connect with each other...
12. The Social Continuum 12 He 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 Continuum 13 When, in 2006, Jack Dorsey created a little service to stay in touch in real time with his friends and relatives...
14. The Social Continuum 14 He 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
16. The Social Continuum 16 The 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
31. The Social Continuum 31 Social learning is the key which will allow organizationsto capture and harness those knowledge flows.This means:
32. The Social Continuum 32 Informal learning Knowledge strengthens from diversity and sense-making, weakens from silos and boundaries
33. The Social Continuum 33 Collaboration & Communities Employees, too, are joining the conversation and sharing knowledge
34. The Social Continuum 34 Co-creation Knowledge belongs to interaction and openness,not to repositories
35. The Social Continuum 35 Social learning is an iterative, non linear process which capitalizes on networked knowledge flows
36. The Social Continuum 36 Almost 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 Continuum 37 Co-creation of value, knowledge sharing and collaborative learningis the future of business
38. The Social Continuum 38 Thierry de Baillon tdebaillon@socialearning.fr @tdebaillon Socialearning http://www.socialearning.fr Mark Zuckerberg and Jack Dorsey photos from Wikipedia Commons and released under the Creative Commons Attribution 2.5 license