A presentation given at MEC's EXPO - a client and partner event held in London in November 2012.

1. #7socialprovocations
Ann Longley, Head of Social Strategy
November 2012

2. Topics for today
Why we need to be provoked?
7 Provocations
Discussion

3. Why we need to be provoked?
Business Social
Yet many social activations are still disconnected
from other communications activities so they under-deliver.
Social media is a driver for businesses to become
more customer-centric

4. Why we need to be provoked?
Business Social
If we can bring them together – we can help our clients gain a competitive advantage
Sweet spot
Reputation
Relationships
Relevance
Revenue

5. The challenge
Becoming more customer-centric means
breaking down sil0s and embracing new skills
The prize
A more connected and effective organisation that can thrive in
today’s chaotic and unpredictable business environment

6. 7 social provocations
1. Customer service is now a public service
2. Customer stories are the new brand slogans
3. Unlock your assets to uncage community value
4. Fake it and you’ll break it
5. Blog storms can wash away reputations in second
6. Forgets ads, think immersion
7. Social commerce starts with clicks but ends with bricks
8. Target segments but activate networks
9. Social tech can make your business better
10. Socialise to Optimise

7. 7 social provocations
1. Customer service is now a public service
2. Customer stories are the new brand slogans
3. Unlock your assets to uncage community value
4. Fake it and you’ll break it
5. Blog storms can wash away reputations in second
6. Forgets ads, think immersion
7. Social commerce starts with clicks but ends with bricks
8. Target segments but activate networks
9. Social tech can make your business better
10. Socialise to Optimise

8. 1. Customer Service is now a public service
1. Customer service is now a public service

9. Apathy is not an option when you are bombarded with
messages

10. Robust systems are needed so you can act in real-time

11. Route signals that require action, but aim to do more than
solve problems
Image Source: KLM Surprise– How Happiness Spreads

12. 2. Customer stories are the new
brand slogans....
“Philips steam iron glides
smoothly over the
clothes without much
effort”

13. Their voices carry great
weight

14. Attract those who are enthusiastic

15. Turn antagonists into allies...

16. Bring the voice of the customer into the boardroom

17. 3. Unlock your assets to uncage community value

18. Your good stuff is wasted if can’t be shared

19. Leverage your existing assets but make them relevant
Image Source: ScottishWidows 2012 Pension Gap Report

20. 4. Fake it and you’ll break it

21. Your behaviour is as important as your words
Image Source: http://www.flickr.com/photos/38181284@N06/5915697938

22. Customers will let you know if gaps exist them
Image Source: http://www.artabus.com/calvet/contradiction5

23. Get out from behind the corporate façade – leaders today
must be visible and accessible

24. 5. Blog storms can wash away reputations in instants

25. Strong foundations are needed to weather such storms

26. Know when to stay quiet and when to make amends - words
speak loud, actions speak louder.

27. 6. Forget ads, create immersive brand experiences

28. Turn a single ad break into a million conversations...

29. Catalyse participation and sharing - ensure your brand
gets talked about for the right reasons

30. 7. Target segments, but activate networks
Image Source: Paul Adams, Grouped

31. Future-proof your business by building your own brand
community

32. Co-create with your customers and partners – design a
future together*
*Innocent sourced knitted hats from customers and raised funds for Age Concern ’s Spread theWarmth campaign.

33. Provocative
Discussion

34. UK social media practice:A vision
Specialist services seamlessly integrated
Social Insight
and
Analytics
Integrated
strategy and
real-time
planning
Influencer
identification/
engagement
Community
development
(social CRM and
social commerce)
Content strategy
and creation
Distribution and
seeding

35. The end

36. About @annmargaret
 Thought leader - client conferences and speaking to senior clients
 Catalyst / provocateur – help unlock clients in the digital / social arena
 Facilitator – design and conduct client workshops
 Idea Generator - work with teams to generate and sell in ground-breaking ideas
 Consultant – help make the business case for social and sort out how it all gets done
 Trainer – prepare and deliver gamified learning