The document discusses social business and the importance of change. It outlines four laws of the connected internet: awesomeness, socialness, authenticity, and being customer-driven. Great engaged brands connect through visual content, communities, and transparency. To succeed, companies must strategize engagement through a FLIRT model, maintain wikibrands, and avoid digital deafness. The future will be shaped by trends in personalization and thought leadership.
9. Stand Up and be Counted…
Who are the Kings & Queens of LinkedIn?
Stand Up (and keep standing) If:
You found your spouse/partner off LinkedIn?
You’ve hired more than 10+ people via LinkedIn?
You have won business via a LinkedIn colleague?
You have found your job through LinkedIn?
You have over 200 colleagues on LinkedIn?
10. “It is not the strongest of
the species that
survive, nor the most
intelligent, but the one
most responsive to
change.”
Charles Darwin
11. “In a connected world, power shifts to those
best able to connect.” Dov Seidman
12. The Power of a Network…
It is the dominant factor in
obesity, smoking, loneliness, happiness, optimism and
generosity
13. New Media Needs To Grow Up…
The Evolution of Engagement/Social
1998-2001 2002-2004 2005-2006 2007-2008 2009-2011 2012- ???
What is it? Should we How do How do we
do it? we test it? make it core?
23. The world is a blur …socialization of
everything
24. The average lifespan of a company
is 15 years and dropping quickly…
The average amount of jobs you
will have by 42 is ten.
Life expectancy is now 81 years
old. Source: US Department of Labour/Yale S&P Study/StatsCan
26. Awesomeness Socialness Authenticity Customer-ness
#1 The Four Laws of the
Connected Internet
27. The 1st Law of the Connected Net #1 -
Awesomeness
There is only one thing in the world
worse than being talked about, and
that is not being talked about.
Oscar Wilde, The Picture of Dorian Grey
27
28. Fact - The World is Not Created Equal…
Whether its business, products, services, restaurants,
TV shows, people….
There is the “AWESOME” - 1%
There is the “GOOD” - 20%
There is the “MEH” ~60%
There is the “BAD” - 20%
There is the “UGLY” - 1%
29. The Law of Awesomeness Online
Only 14% of
your Facebook
posts ever …
Receive comments
Only 1.5% of Tweet
conversations go… Two levels
(replies) deep
Only 5.0% of Linked
Users have…
1,000+ contacts
Source: Compete
30. In an attention-starved world-
Act different, be different, think different
Top 7 Attributes That
Make People Talk:
1. Unique
2. Dynamic
3. Different
4. Distinctive
5. Innovative
6. Visionary
7. Daring
Source: Y&R Brand Asset valuator
31. The 2nd Law of the Social Net #2 - Socialness
31
31
32. Six Human Instincts Why We Talk
To Survive
LinkedIn Jobs
To Connect
LinkedIn People Search/Groups/Inbox
To Make Sense of the World
LinkedIn Q&A/Slideshare
To Reduce Risk & Uncertainty
LinkedIn Company Buzz
To Benefit Economically
LinkedIn Skills/Hiring Solutions
To Relieve Tension
Reading List/My Travel
33. Me in 2012
Me in the 90’s
150 X 12 4500 X 170
150 X 12
5000 X 500
12000 X 170
5000 X 190 4000 X 170
1000 X 40
1800
People
8.0 Million
Strength People +
Strength
34. The 3rd Law of the Social Net #3 -
Authenticity
35. A Culture Change is Required
MASS DIRECT SOCIAL INFLUENCE
MARKETING MARKETING MARKETING
36. Top Reasons – Why Now Social Media?
#1 The Need for Authenticity and Transparency -42%
#2 The rise of social networks - 38%
#3 Increasing role of wireless/mobile - 35%
#4 Customers/people waning attention spans - 25%
#5 Media fragmentation - 22%
#6 Change in mass marketing effectiveness - 20%
Agent Wildfire -The Buzz Report, April 2011
37. The CEO Topspin –
The Peters and Deborahs Get It
• 82% of people trust a
company more who has a
CEO who is involved in
social media
• 94% believe it leads to a
better brand image
• 78% believe it leads to
better communication
Source: Brandfog
38. The 4th Law of The Social ‘Net
– Customer-Driven
39. Customer Experience Reigns
Who Knows Better Than Your Customer
Executives who
believe the
Customer
Experience is the
new battleground
- 95%
Executives who
believe they are
delivering a
positive customer
experience - 80%
Customers who
agree - 8%
40. The New Gen Y Benhaviours
Millen Older
nials
“Interactions on social 129 82 Index
networks are as Index
meaningful as real
life”
Heavily influenced by 70% 46%
peers on purchases
Find out about 66% 23%
noteworthy stuff via
Facebook/text first
Check smartphone 5+ 37% 24%
times per hour
Source: Gfk Mediamark/BCG/comScore/Abacus/iPass
41. #3 Living in the Age of
Influence and Connection
43. The Four F Words of Digital Media
- Search Engine Exposure/Traffic
- Awareness/recognition
Get Found - Visibility
- Market education
- Improved Perception/PR
Get Fame - Grassroots credibility/affinity
- Pass along/viralness
- Thought leadership
- Leads/Revenues/Funding
Get Fans -
-
Online community/ambassadors
Word of mouth/referral
- User generated content/support
- Dialogue & Conversation
Get Feedback - Ideas and innovation
- Competitive Intelligence
- Reviews/ratings/ testing
44. In the Trenches –The Way You Do It
It’s the 7 Golden Rules of Social
Be:
Reciprocal
Ethical
Human
Awesome
Helpful
Authentic
Social
48. ING & John Henry Bikes,
Connected Media Authenticity
”Full time social cat onsite
promoting and most
importantly building great
content. Just like bikes!
#Livetoride. Thanks my
man...ride on.”
56. 6 Social Business Key Wins
Earliest Reason – Brand Perception
Most Bankable – Brand Support/Talent
Most Lucrative – Brand Content
Most Overlooked – Brand Insight
Most Popular – Brand Advocacy
Most Unplanned/Viral – Brand Serendipity
58. Roadmap for Building a Wikibrand
• Focus
• Language/Content
• Incentives/Outreach
• Rules/Guidelines/Training
• Tools and Platforms
59. Forget Marketing’s 4Ps…
Embrace the Wikibrand 13Es
Would you recommend my brand
to a friend or colleague?
Mission
Drivers Well would you?
Evangelism
(promotion)
Advanced
Drivers
Experience
(product) Effiliation
Escape
Premium
Drivers
Ennovative Equity
Entertainment Entimate
Basic
Drivers
Entegrity Exposed Education
Esthetics Exchange
(place)
(price)
Company-driven User-driven
64. The Jeremy Lin ROI Measurement Axiom
- The more you use it, the more you prove it
65. The 11 Cs of Creating Community
101 Broadcast
- Communication/Content i.e. photo/video/albums/news
- Competition i.e. rewards, contests, status
- Customization i.e. widgets, avatars, profiles
- Conversation i.e. blogs, forums, comments
201 Interaction
- Connection i.e. messaging, integration, feeds
- Community i.e. social networks, groups, teams
- Categorization i.e. tagging, sections, levels, lists
- Collective Wisdom i.e. rating, ranking, voting, polls
301 Collaboration/Core Altering
- Co-Creation i.e. CGM, ideas, reviews
- Contextual Extensions i.e. mobile, offline, online, IM
- Culture building i.e. recruitment, engagement, causes
71. “Baseball thinking is medieval, they are
asking all the wrong questions…
Using stats to reread them, we'll find the value
of players that nobody else can see. Because
everyone else in baseball under values them.
Like an island of misfit toys.”
72.
73. The Top 13 Trends That Will Change Your Digital
Life
74. The Top 13 Trends That Will Change Your Digital
Life
I think we’ve all been trained on marketing’s 4Psa for the last 50 years it is has been a marketing stapleWhenever I talk to my colleague Don Tapscott, he believes brands are a much more complicated construct shared between company and users nowadays – we prefer the 13Es as a new model of wikibranding – with the key driver being Evangelism – a true litmus test of a healthy business and brand – would you recommend me to others?