This document discusses building a remarkable social business. It emphasizes creating valuable social objects to convene conversations, becoming a factory of relevant content, and nurturing relationships with customers, employees, and suppliers so they have good things to say. It also stresses the importance of reasonable openness, structured engagement, hiring social employees and digital citizens, and giving everyone associated with the business something positive to talk about. The overall message is that social business is about people and relationships, not just logos or official spokespeople, and strategic social media use can provide opportunities for operational excellence and business growth.

1. Social Business Bret L. Simmons, Ph.D. www.bretlsimmons.com @drbret

2. http://devinsizemore.com/Live blog coverage #bflash

3. Do you know everyone in the room?

4. INTP

5. SocialAllied with Friends

6. If you don’t care, no one willGary Vaynerchuk (2011)

7. MediaMeans of communicating Scott McKain, 1/14/11

8. Social Media for Business Means of communicating with those friends with whom you are allied to continuously improve and grow your business

9. Social Media Doesn’t Work Your product or service isn’t any good You’re doing it wrong Gary Vaynerchuk (2011)

10. Remarkable Business What is the single most important thing you need to do on a daily basis if you want to grow your business?

11. Loyal customers Remarkable products/services Remarkable operations Remarkable employees You

12. Are you remarkable?

13. This isn’t just business, it’s personal Mitch Joel

15. Brand The set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer (Seth Godin)

16. Remarkable Brand Relationships Choice Talk Value

17. Action #1: Your Top Competitor Good or bad relationships with customers, employees, community? Why do people choose them? What do people say about them? How does their value differ from yours?

18. If I was your competitor

19. People are talking

20. Customers

21. Employees

22. Suppliers

23. People are talking You earned everything they say about you

24. Customers Employees Suppliers

25. What’s new?

26. Speed, reach, and impact of good and bad news about your business

27. How are you responding?

28. Business as usual?

29. Something new

30. You and your employees

32. Social Objects The reason two people are talking to each other Social networks form around social objects, not the other way around Hugh MacLeod

33. Social Objects Documents Video Audio Pictures Presentations

34. Video, Audio, Presentations Your Website

37. Content(helpful social objects)Conversation Influence

38. Engagement Matrix: Tom Webster

39. Social Objects Focus on becoming a factory of relevant social objects.

40. Social Customers Convene – not control – the conversation Help them find you, and when they do, make sure they have a reason to say good things

56. Remarkable!

61. Action #2: Social Objects How do you create social objects? How do you convene conversation around those objects? Join the conversation: By the end of the week, write a review on Yelp or leave a comment on a blog

62. Whether you think your company is social or not, it is – because your employees are social. Tom Webster

68. Reasonable Openness Respect that your customers and employees have power Build trust Nurture curiosity and humility Hold openness accountable Forgive failure Charlene Li (2010)

69. Sandbox Covenant Sandbox: clearly defined boundaries where it is safe to operate Covenants: promises with shared accountability Structured openness Charlene Li (2010)

70. People Power Social business is about people, not logos. Don’t just rely on official spokespeople to steward your brand; hire (and work hard to retain) people throughout the company that can build and nurture your community. Social media is not just a job, but also a skill. Baer & Naslund 2011

71. Digital Citizens Hire employees with a demonstrated track record of being professionally personal using the tools that can most help (or hurt) your business growth (e.g. blog, Facebook, Twitter, Youtube)

72. Action #3: Recommendation What do your employees say about you to their friends and family? How do you know? By the end of the week, join LinkedIn and write a recommendation for a former employee or employer

73. Strategic opportunity Operational excellence Give everyone that touches your business something good to say Convene the conversation Become a valuable social object factory Key Points

74. Customers Employees Suppliers

75. Questions?

76. Social Business Bret L. Simmons, Ph.D. www.bretlsimmons.com @drbret