Social Pulse 2011 Keynote presentation

1. Overcoming Social Media Challenges Faced by Big Brands Keynote Presentation – Social Pulse 2011 March 24, 2011 @fgossieaux

2. Seriously…you want to do what?

3. Social media is just media, no?

4. No, it’s just another part of our corporate web site!

5. Is there anybody out there? Chevron – Fortune 3

6. The math just does not add up for us… BoA - 20M customers 65K? 950? Allstate – Millions of customers

7. A conversation? Not here…we talk, you listen

8. Oops, no one noticed she quit… Last post 8/09

9. Social = couponing, no?

10. That is what our whole industry thinks…

11. And yet, you can do it right…

12. Companies do create movements

13. And some can make the numbers work PTC – 25K customers 116K!

14. Overview So – what’s going on here?1) Understand the true drivers of Social Media - Humans 2) Don’t adopt the worst practices3) Think differently about your business – think TribesPower your business with people

15. So what’s going on here? …it’s the social stupid, not the media!

16. 1) Understand the true drivers of social media Hyper-Social Humans

17. To understand how to do business in a 2.0 world You are better off understanding Human 1.0 – not as individuals, but as hyper-social creatures You do not need to understand the Web 2.0 technologies 17

18. What are the important Human 1.0 Hyper-Social Traits Reciprocity – it’s a reflex that allows us to be the only super-social species without all being brothers and sisters The role of fairness in assessing situations Social framework of evaluating things vs. market framework The importance of looking cool and mimicking others Herding and self-herding (early research shows that social behavior does not change when it scales) So to the extent that we can basically be human with what we know, and share it as freely as we possibly can, I think we’ll go a long way towards gaining a higher or stronger level of trust with the consumers. Barry Judge, CMO Best Buy http://www.cmotwo.com

19. Even though they enjoy widespread adoption 2) Don’t adopt the worst practices

20. Worst practice #1: build it and the will come

21. Worst practice#2: the “not invented here” syndrome

22. Worst practice#3: keep it small so it doesn’t move the needle

23. Worst practice#4: my company is smarter than me

24. Worst practice#5: finding the one “big idea” that will work magic

25. Worst practice#6: it’s my world mr. customer; you happen to live in it

26. Worst practice#7: you can control your brand

27. 3) Think differently about your business Think tribes, understand their culture, their leaders, and their social structure

28. Understanding your Tribes Ecosystem Map Map of identifiable tribes that matter with the platform through which they engage with one another Leader Strategy Map For each tribe you need to identify the leadership structure Engagement Strategy Map For each tribe you need to define an appropriate engagement strategy (online, hyper-local, face-to-face, etc.) and process Map of Strategic Benefits Tie the tribal engagement models with strategic benefits (e.g., Word-of-Mouth, innovation, customer support, etc.) Measurement Strategy Define measurement strategy for the various tribal engagement project lifecycles (beta, launch, ramp-up and ongoing)

29. Turn your business processes into social processes…and power your brand with people Think differently

30. “To the extent that we can be ‘human’ we will be fostering a deeper level of trust with consumers” – Barry Judge, CMO Best Buy

31. Any questions? Francois Gossieaux Partner, Beeline Labs e. francois@human1.com w. http://www.human1.com b. http://www.emergencemarketing.com Our new book: The Hyper-Social Organization http://www.hypersocialorg.com 31