This document discusses using social media for business purposes. It emphasizes becoming a "remarkable brand" by focusing on relationships, giving customers a choice, driving conversations, and providing value. It recommends analyzing your top competitor's social relationships and convening conversations around helpful content like videos, pictures and presentations. The document also stresses treating customers, employees and suppliers well so they have positive things to say about your business.
11. 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)
13. 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?
32. 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
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47. 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
48. Social Employees You are outnumbered Remarkable leadership Reasonable openness Sandbox covenant Hire digital citizens
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57. Reasonable Openness Respect that your customers and employees have power Share constantly to build trust Nurture curiosity and humility Hold openness accountable Forgive failure Charlene Li (2010)
58. Sandbox Covenant Sandbox: clearly defined boundaries where it is safe to operate Covenants: promises with shared accountability Structured openness Charlene Li (2010)
59. Digital Citizens Hire employees with a demonstrated track record of being professionally personal with the tools your business needs to use (e.g. blog, Facebook, Twitter)
60. 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
61. 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