Most brands and businesses are not taking advantage of the "PROMISE" of social media. Too many marketers treat SOCIAL as another media channel. The successful ones focus on the NETWORKING and SOCIAL aspects to create customer centric value. But when it comes to impact on business, this is only the begining. This presentation explores the "WHY"social is important for business and how it can be used to solve critical business problems within the organization. The days of the "SILO'D" institutional model is dying a slow death and it is at the hands of social and the critical impact of new media.

1. Social’s Impact Where we’ve been, where we are and where it’s going.

2. THE DAY THAT ONLINE ADVERTISING BEGAN October 25, 1994. The site: HotWired The client: AT&T The offer: Who knows? Who cares? The dimensions: 468x60- this is still the default size for web banners the world over!

3. THE PROLIFERATION OF ELECTRONIC MEDIA Addressable Voice Mobile Email SMS IM Email Direct Mail Telephone Mobile Email SMS IM Email Direct Mail Telephone IM Email Direct Mail Telephone IM Email Direct Mail Telephone Direct Mail Telephone TV Radio Print Display TV Radio Print Display Website Search Online Display TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs Podcasts Wikis Social Networks Mobile Web TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs Podcasts Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter Value Continuum Value Dis-continuum

4. When entering social media, brands give their customers a voice which will never stop

5. Dealing only with the 'media' in social media is like ignoring this voice

6. But listening to this voice will change the way that business is done… FOREVER

7. This is a “campaign” focused on the Media aspect of Social. $3 million in revenue is NOT living up to the promise of social for a $25 BILLION dollar company. WHERE’S THE IMPACT? FAIL! Dell Outlet has booked more than $3 million in revenueattributable to its Twitter posts. Source: Twitter 101

8. Customers do not want to be companies' friends, fans or followers. They want to share their experiences

9. While listening to conversations, companies can now learn from every single user’s experience

10. COMPANIES can gain new invaluable knowledge from these conversations… and BestBuy is a great example!

15. So we know there are formulas to use the social grid to connect with your customers in a way that’s meaningful to them… BUT WHERE’ THE REAL IMPACT?

16. HERE’S THE REAL BUSINESS PROBLEM SOCIAL PLATFORMS CAN SOLVE. “ If HP knew what HP knows, we would be three times as profitable. Lewis E Platt, former CEO of HP “

17. Co-creation of value, knowledge sharing and collaborative learningis the future of business Actually, it’s always been the way business is done. We just need to continually get better at it.

18. KNOWLEDGE is the source of wealth. Applied to tasks we already know it becomes PRODUCTIVITY. Applied to tasks that are new it becomes INNOVATION. Peter Drucker Management Challenges of the XXIst Century - 1999

19. Traditionally companies are organized in silos… leaving knowledge workers “in the dark”

20. 71% agree that it is easier to locate "knowledge" on the web than to find it within their internal systems. AIIM Industry Watch Collaboration and Enterprise 2.0, 2009 People are “lost” within their own organizations

21. There's a huge opportunity to leverage skills and expertise you already have in your company, but the problem is finding it. Rick Hutley, VP Internet Business Solutions at Cisco

22. But in truth, social software isn’t really about the tools. It’s about what the tools let users do and the business problems the tools address. Jakob Nielsen, Usability Guru

23. All businesses are media businesses, because whatever else they do, all businesses rely on the managing of information for two audiences -employees and the world. Clay Shirky, author

24. The great promise of The Social Enterprise is to uncover and tap into the hidden talent of your organization’s employees by letting and encouraging them to enter the stage… and this is already happening…

25. Enterprise use of Social Computing Platforms will have the biggest impact on business. Benefits include enhanced customer service, the ability for your company’s employees to speak with “one voice,” the ability to eliminate “institutional friction,” allow organic collaboration and eliminate silos and let the wisdom of the crowd (your employees) to help guide your business.

27. Every department of organizations can, and will, learn this way R&D, Design, Marketing, Human Resources, Corporate Communications, Public Relations, Training, Procurement, Production, Manufacturing, Operations, Delivery, Sales, Logistics, Customer Service, …

28. “Social Networking will be the biggest enterprise 2.0 priority by 2013” Forrester Research

29. “ The largest enemy of change and leadership isn't a “no”. It's a “not yet“…Change almost never fails because it's too early. It almost always fails because it's too late. Seth Godin, Author “

30. MANY THANKS FROM YOUR PRESENTERS Since 1995, George Benckenstein has been instrumental in the success of digital product development initiatives from startup incubation to corporate integrations of new media. He's also led digital charitable initiatives interacting with Nobel Peace winners such as the Dalai Lama and Desmond Tutu and has consulted for major companies including Virgin Mobile and Adidas. George holds his MBA and MS in Marketing from the University of St. Thomas. Since his career began in 1992, Babur Ozden has acted as CEO and COO of Internet, mobile, Web and SaaS companies including Berggi, DataCert, Lensec, and Superonline—one of the very first wave of Internet companies and currently one of the most recognized Internet brands in Turkey. He’s a senior advisor to DFJ-Mercury and a member of the James Baker Institute of Public Policy and the Rice Alliance for Technology and Entrepreneurship. http://www.linkedin.com/in/benckenstein http://www.linkedin.com/in/baburozden