The Socializers - A Thousand True Fans - IMH Communications 2011 Cyprus
Social Business affects EVERYONE. “We now have the possibility to really share our DNA with the global community.” - Klaus Schwab, WEF
Social Business transforms organizations. "A social business can transform the brand story from talking points, testimonials, and on-brand visual assets to a collection of authentic stories that build strong connections across all constituencies. Personal stories from suppliers can be shared with end consumers to make a product more than a product. Stories from consumers can be circulated back into the business to help everyone in the chain see how they are impacting lives for the better." ~Jeff Dachis, The Dachis Group, Austin, TX.
Social Business transforms organization structure. (Read more about Hub and Spoke business here ).
WHAT: Social Business IS the new Industrial Revolution
“ According to research from the McKinsey Global Institute, published by Business Insider and released in conjunction with recent eG8 Conference in Paris, the Internet is responsible for approximately 20 percent of economic growth for the 13 countries included in the study, and an estimated 2.9 percent of total worldwide GDP. That makes the Internet a more powerful driver of economic growth than mining, utilities or agriculture.” ~May 2011 REVOLUTION: The Internet is a more powerful driver of economic growth than mining, utilities or agriculture.
WHERE: Where are my customers, my competitors & their money?
WHERE: Your Customer, Competitor and Income locate within the #worldwidemind .
But Google’s “I feel Lucky” button does not work!
How can I extract what I want to know & sell to my customer within the social fabric of the Net. CRM
EXAMPLE OF SOCIAL BUSINESS IN ACTION: ONIRACOM
ASSIGNMENT: Create a Formula for developing TRUE FANS.
ASSIGNMENT: Turn Oniracom’s Audience Growth Campaign Option into a Step-by-Step Formula
! ! ! ! LEVERAGE: Enter the social fabric of the Internet with the goal of discovering 1000 true fans
1000 true fans provide the roots, trunk and branches for virality, community and potent buzz.
The Multiplier-Effect: Engaging 30 Key Influencers can give you 1000 true fans.
Step 1: Start within Twitter, the Interest Graph, using 3 rd party microscopes and a non-branded account. (See more on “3 rd Party Microscopes” here: http:// www.research.ly )
Step 2: Discover the most active, engaged influencers related to your vertical market(s) and competitors. (See more on raising your audience count here: http:// www.audiencecounts.com )
Step 3: Discover the conversation ACROSS the entire fabric of the World-Wide Mind .
SOCIAL BOOKMARKS: STUMBLE UPON presents only web sites suggested by other like-minded Stumblers. Think: Bookmark (10,600,000 registered users. Aug 2010. ReadWriteWeb)
COMMENT AND REPUTATION: DISQUS builds active communities from comments at your website, blog or web portal. Think: Debates
WISDOM OF THE CROWDS: REDDIT is a source for what's new and popular on the web. User's vote content up and down. Think: Democracy
QUESTIONS & ANSWERS: QUORA is a continually improving collection of questions and answers created, edited, and organized by everyone who uses it. Think: Question Network
SOCIAL COMMERCE: GROUPON negotiates huge discounts—usually 50-90% off—with popular businesses. Think: Coupons
BLOGS/CONVERSATIONS: TECHNORATI tracks the authority and influence of blogs AND provides a comprehensive & current index of who & what is most popular in the Blogosphere. Think: Bestselling Authors
SOCIAL CURATION: PAPER.LI organizes links shared on Twitter and Facebook into an easy to read newspaper-style format. Think: Journalism
SOCIAL CURATION: SPOT.US enables the public to commission journalists to do investigations on important and perhaps overlooked stories. We are an open source project, to pioneer "community funded reporting. Think: Journalism
STREAMS: TWITTER - The ultimate source of Interest-related information. Everything and anything is being messaged about 24/7 here. TWITTER is THE golden key to discovering INFLUENCERS. Think: Giant Rivers of Information (200 million registered users. March 2011. BBC NEWS.)
NICHEWORKING: YAMMER is a tool for making companies & organizations more productive through the exchange of short frequent answers to one simple question: What are you working on? Think: Walkie-Talkies in The Factory (80K companies worldwide use Yammer, including 80% of the Fortune 500. September 2010. TechCrunch.)
SOCIAL PHONES: SKYPE is a software application that allows users to make voice calls and chats over the Internet. Group calls, file-sharing also. Think: Telephone (663 million registered users. Jan 2011. Skype.)
SOCIAL NETWORKS: FACEBOOK is THE BIG-ONE. You dream how you want to do it and you can do it here via a dizzying array of apps and methods of communicating. Think: The Ocean/Universe (640,000,000+ members. RIA Novosti. March 2011.)
BUSINESS NETWORKING: LINKEDIN is a networking tool to find connections to recommended job candidates, industry experts and business partners. Think: Career Building/Networking with Colleagues. See Twitter and Quora as golden keys to LinkedIn. (100,000,000 members. March 2011. LinkedIn.)
REVIEWS & RATINGS: YELP is a hyper-local search network and app where you find restaurants, hotels, bars and TONS of other types of businesses. Think: Reviews. (39 million monthly unique visitors as of late 2010. Yelp, Inc.)
LOCATION: FOURSQUARE gives you & your friends new ways to explore your city. Earn points & unlock badges for discovering new things. Think: Social Compass (8 million registered users. April 2011. FourSquare, Inc.)
VIDEO: YOUTUBE is a video-sharing website on which users can upload, share, and view videos. YouTube is the dominant provider of online video in the United States. Also the world’s 2nd largest search-engine. Think: TV (35 hours of new videos are uploaded to the site every minute, 75% from outside the US. Nov. 2010. YouTube.)
DOCUMENTS & CONTENT: SLIDESHARE is an online slide hosting service. Users can upload files in the many file formats. It is also amongst the World’s Top 10 tools for education & e-learning. Think: PowerPoints. White Papers. Dissertations.
EVENTS: MEETUP helps groups of people with shared interests plan meetings & form offline clubs in local communities around the world. Think: Circles of Interest
MUSIC: LAST.FM lets you effortlessly keep a record of what you listen to from any player. Based on your taste, Last.fm recommends you more music and concerts! Think: Music Community/Social Radio
WIKI: WIKIPEDIA is a free encyclopedia built collaboratively using wiki software. Think: Encyclopedia
VIRTUAL WORLDS: WORLD OF WARCRAFT is currently the world's most-subscribed Massively multiplayer online role-playing game (MMORPG) with more than 12 million subscribers as of October, 2010. Think: Dungeons & Dragons morphing into actual economies and battlegrounds.(Military Spouses, Currencies)
LIVECASTING: USTREAM allows you to broadcast video LIVE to the world from a computer, mobile or iPhone in minutes, or watch millions of live OR pre-recorded shows. Think: Social TV
PHOTO: FLICKR is the largest and best online photo management and sharing application in the world. Think: Photo Communities. (Hosting more than 5 billion images. September 2010. Flickr.)
Step 3c: Discover the conversation WITHIN YOUR organization with internal social software.
Step 4: Create a spreadsheet of YOUR graph in BOTH the Interest and Social Graphs. Discover volume & influence related to quality content in best context.
Step 4b: Reminder: The Interest Graph contains Key Influencers related to your brand’s market(s).
Step 4b: Reminder: The Social Graph is BEST entered VIA Intelligence gathered within the Interest Graph.
Step 5: Follow, Like & Comment Within the Threads Of Key Influencers to build awareness & gather insight.
Step 6: Sticky Content-Marketing is a DERIVATIVE of Curating Key Influencers’ conversations.
Step 6b: Why? Because when I know WHAT Key Influencers are saying, to WHOM, WHERE, & WHEN...
Step 6c: …then I am “in the know” AND can deliver Quality Content INTO Quality Contexts. ( THE CONTENT GRID, BY JESS3 AND ELOQUA )
Step 7: Quality Content IN Quality Contexts leads to Engagement and Income!
Step 8: Invest in BI, Proven Tech, Market-Specific Creative & Pro-Active Community Management
“ But how do I turn that influence into money?” (Jodee Rich, CEO of PeopleBrowsr on #collectiveinfluence)