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Social Business
Shift Happens
Change is needed fast
everywhere around us!




A turning point in history
Sustainable Network Society
Social Business
Contrasts

WAS                                               IS
90% of all work is drudge work                    Microprocessors do most drudge work
Working with the same old gang                    Constantly expanding one's network of teammates
Well defined organizational borders               Shifting organizational alliances
Products last for years                           Products last for weeks
Technology helps link parts of the organization   The network is the organization
We are proud of being close to our customer       We are proudly "at one" with our customer
We sell rigorously engineered "great product"     We sell information-enabled "awesome experiences"
Procedure centric                                 Client centric
Passive: performs tasks as requested              Active: creates WOW projects as inspired
"Silos & Stovepipes"                              One seamless enterprise
Product or Service                                Experience
It works                                          It leaves an indelible memory
I'm glad I bought it                              I want more!
Satisfied customer                                Member of the Club
Agrees with your wallet                           Agrees with your psyche
You get what you pay for                          You are surprised and delighted at every turn
Sales+Marketing+Service+Product
 Development+Finance+Human
      Resources+Facilities


                              Collaborate




ONE
Seamless
Enterprise
Collaborate
At one with your
    customer
Power shift




        Does the
        organisation
        believe this?
        Really....
Customer is in control!
The road to the heart of your customer
In the new world....




      ....value add comes from the
           quality of the experience
                            provided
Social Revolution
Who will be
 winners?



 People who:
    Listen
  Connect
    Adopt
  Innovate
Mass-individualisation
Differentiate



                 or
                die!
Markets are conversations


            Conversations are
            relational




          Dialogue not
          monologue
Social Business
Marketing
     =
ENGAGEMENT




              Your culture is open and
              transparent
Marketing needs to CHANGE!
How can an
organization better
relate, communicate
and collaborate with
every aspect of the
enterprise including
customers?
Social Strategy
Social Marketing
Product Marketing
Guerrilla Marketing            Whitepapers
Proposition Marketing                Books
Customer Service                      Video
Integrated branding                    Blog
(Corporate, Employer,                  Wiki
Personal)                       Webinars &
Email Marketing                 podcasting
Viral Marketing                    Website
Event Marketing                         ROI
Partner Marketing             How to guides




         Linkedin
         Twitter
         Hyves
         Facebook
                                                  Online
         Xing
                                        Direct & indirect
         Slideshare
                                      Vertical solutions
         Meetup
                                            Sponsoring
         Digg
                                 Schools & Universities
                        Innovation platforms & projects
7P's vs 7C's


        Physical - Connected
        Product - Collaborative
           Price - Customised
      Promotion - Conversations
          Place - Community
         People - Collective
        Process - Content
Stop pushing!


                From push to pull



                      Pull will help you fulfil
                      customer intent. When
                      done correctly people
                      consider that helpful,
                      meaningful and
                      valuable.
Everything and everyone is
        connected
How to start your
conversations?



Start
LISTENING....




   ...and have a
great story to tell
NO    YES
     Word of mouth
     and buzz, a
     story worth
     telling and
     sharing so that
     employees and
     customers can
     become
     ambassadors
Customers are social....



 Do we understand where
 customers are online and how
 social they behave in the context
 of business
TRIBES = Like-minded                  Tribes
people connected                       grow
emotionally, virtually,                when
culturally living and                 people
roaming around the                    recruit
world.                                people




                          Only 1 reason:
                          Excellent product +
                          Superior Service =
                          Great Story
SHARP SHOOTING
Micro activities for enhanced and
 more effective marketing and
          better results
Measure


Attention
Authority
Engagement
Virallity
Business
Impact
WOW
beyond solutions provide
  memorable experiences



THINK EXPERIENCE




    Dreamketing
Social Business
Emotion
Heart
Passion
Inspiration
The only brand promise


 Enable people to do more


True brand leadership

    Empower people to deliver the
            promise!
What do you think.....

        ....how will they feel as a result....
         ....and what will they do afterwards....


                                      YES!

           share, share, share, share....
Change your brand strategy
Which brand are you....?
"joining" brands
Social Business
Social Business
The way to gain a good
reputation is
to endeavor to be what you
desire to appear.
Socrates (469 BC – 399 BC)
Your reputation fuels
brand promise


Success =

Senior
Leadership
Commitment +

Employee
Engagement +

Execution
Excellence
Social Brands....

                Needs - Wants
            Objectives - Ambitions
              Products - Solutions
              Features - Benefits
          Consistency - Personalisation
          Transactions - Experiences
              Rewards - Relationships
           Information - Education
           Automation - Human
          Maintenance - Enablement
           Satisfaction - Surprise
           Completion - Achievement
Social Brand Leadership
We are rapidly
 replacing trust in
     traditional
  authorities with
  trust in people


    YES finally!




Be prepared....
No matter what you put in front or in back
of the word selling....




                                             •   consultative
                                             •   solution
                                             •   value based
                                             •   advanced




.... it still ends up with the sense
of doing something "to" rather
than "for" or "with" somebody.
HELPING
                     CLIENTS
Intent              SUCCEED




It's that simple!
Who you are stands over you
and thunders so I cannot hear
       what you say....
Emerson
Intent counts
more than
technique....
We both want
the same thing!


  Instead we both
  behave in ways
  that make it
  difficult to reach
  the end goal.




WIN - WIN
The change....


          Single person -Multiple people
              Single call -Multiple calls en meetings
            Single issue -Multiple issues
    Uncomplicated issues -Complicated issues
            Little budget -Large investment
        Lower value add -High value add
          Price sensitive -Results sensitive
         Lower margins -High margins
Helping clients succeed....
....the only option!
Practice getting connected
with your intent so it becomes
who you are, not wat you say
or claim; so it communicates
before you say a single word!
We all HELP because we are
        all in SALES
No guessing....




   ....assumptions are the mother of
                        all Fxxx-ups!
Create focus
The art of listening

"Nature gave us one tongue and two
ears so we could hear twice as
much as we speak."
Epictetus, Greek philosopher
YES we all now this.....
Check your ego at the door
Social Business
Where is the real success....
Technology Adoption Lifecycle

       In search for
       innovators and
       early adopters




                                                    To make the jump make sure:
                                                     • the customer is at the heart of
                                                        everything you do. Listen to his
                                                        opinion and feedback
                                                     • there is a basic need for technology
                                                        and that it will deliver a superb
                                                        performance over and over again
                                                     • there is brilliant and perfect customer
                                                        service (Zappos)!


Source: Crossing the Chasm Geoffrey A. Moore 1991
Picture: The Laws of Simplicity / John Maeda
How to get results

• Profile innovators and early adopters. What is the character
  of your potential clients
• Focus, you can't do all things at once. Choose for target
  marketing instead of mass marketing
• Be proactive don't wait until there is demand create demand
  together with your potential clients
• Develop up and cross sell scenarios based on the
  proposition building blocks
• Help clients succeed that is the only thing that counts
• Be an evangelist and authority
• Make sure you have followers and create ambassadors
What will bring you social success?
1.    Know your customer
2.    Know your product
3.    Know your company
4.    Love the politics
5.    Respect competitors
6.    Wire your customers organisation
7.    Wire your organisation
8.    Never over promise
9.    Sell the solution
10.   Ask for help (don't be proud about it)
11.   Live the brand story
12.   Celebrate the "good" loss
13.   Make every problem your problem
14.   Take full responsibility
15.   Share the information
16.   Walk away from bad news
17.   Don't whine about price
18.   Don't give away the store - to get a foot in the door
19.   Respect upstarts
20.   Seek cool customers
21.   Talk "partnership"
22.   Send "thank you" notes
23.   Make your customer a hero
24.   Aim to change the world!
25.   Keep it simple
26.   Quality not quantity
Social Business
Impact
Did we deliver WOW....




                    Passion!
Transactions are motivated by
           service


         so TRUE

    But relationships even more!
Customer service isn't
just a department!                                    Running   Rideshop
                                            Couture                        Outdoor
We've been asked by a lot of people
how we've grown so quickly, and the
answer is actually really simple...
We've aligned the entire organization
around one mission: to provide the
best customer service possible.
Internally, we call this our WOW
philosophy.

                       Source: Zappos.com
Commodity HELL....
  ....if we don't provide services!
SERVICE
   =
Marketing
Service is the only way to
  differentiate and win

 • Win with excellent
   service
 • Win with deeper
   relationships
 • Win with the best
   reputation
Social Business
Tell me and I forget,
Show me and I may remember,
Involve me and I understand!
                     Chinese Proverb
It's a people driven
  economy stupid
            Erik Qualman 2009
People make
      the
 difference!
Talent = Brand
Brand = Talent
Social Business
The new social business attitude

1. Think and act like an entrepreneur
2. Always be a closer and linchpin (get things done)
3. Embrace diversity
4. Pursue mastery
5. Thrive on ambiguity
6. Laugh off screw ups
7. Nurture your network
8. Relish technology (social)
9. Cultivate a passion for renewal
10.Practice horizontal loyalty
Talent: you know it when you (can't) see it

1. Displays passion
2. Inspires others
3. Loves pressure
4. Craves action
5. Knows how to finish the job
6. Thrives on WOW
7. Exhibits curiosity
8. Emodies "weird"
9. Exudes a sense of fun
10.Thinks at a high level
11."Gets" talent
The art of making people feel welcome
Blame no one!


         Expect nothing!



Do something!
Social Business
FLOW
Let us be the change
we want to see in the
                world
                 Ghandi
Change is
ultimately an
  individual
    choice
Do we have an
organization for
the industrial
age....




 ....or social age?
Everyone has acces to everything
There is more....


     ....NO stovepipes



ONE seamless enterprise
seeking for organizational
       alignment
From cost center to stardom

The rise of the free agent nation:
• Lifetime employment is over
• Stable employment at large corporations is gone
• The average career will encompass half a dozen employers
  and two or three "occupations"
• Most of us will spend sustained periods of our career in
  some form of self employment
• Number of freelancers will grow
• Projects run by some form of crowdsourcing will grow
• We are on our own
• It's not theory it is happening
Chief Social Officer
Learning to fly
Start with small
initiatives - and
celebrate wins
It's a marathon not a sprint
Ever change a winning team!
Working in organizations today

• Endless meetings
• People afraid to make decisions
• Cube farms
• Managers who can't manage
• Politics are often more important than knowledge and
  capabilities
• Procesess evolve around the company not customers
• Often we do not have the time to think about what we are
  doing because the volume of work is rapidly increasing


                CHANGE is needed fast!
a)   Another day at work. Pays the rent

b)   We do something of value

c)   Our work is cool!

d)   We aim to change the world

               Take you pick....
Social Business Manifest Summary
1. It's the (our) organization          14. We are all in sales
2. Friction free                        15. We all invest in wiring
3. No stovepipes                        the          customers organisation
4. Silo-ing is a reason to be fired     16. We all live the brand
5. All on the web                       17. We are ONE team
6. Open access                          18. Develop heroes
7. Project managers rule                19. We never blame someone else
8. Value add through experiences        20. High Social Tech vs High
9. Solutions rule                       Social     Touch
10.Integrated solutions = our culture   21. Master Diversity
11.Partner with best in class           22. Open talent market
12.All are equal and contribute         23. FLAT organisation
   equal                                24. War on overcomplication
13.Project management comes from        25. Celebrate trojan horses
   any function                         26. Fire vendors who don't get it
Either we fight together or
        die alone
In order for me to develop this Social Business Manifest I
have used content and resources from various business,
marketing, and social media professionals. This is the list
of resources that I used:
Mahan Khalsa, Let's get real or let's not play
The Cluetrain Manifesto
Thomas Friedman, The world is flat
Tom Peters, Re-imagine
Don Tapscott, Wikinomics
Seth Godin, Tribes & Linchpin
Marc Lammers, YES! a crisis
David Armano, Social Business by Design & Social Media is dead
Jan Gunnarsson & Olle Blohm, Hostmanship
Geoffrey Moore, Crossing the chasm
Peter Fisk, Winning in a digital world
Malcolm Gladwell, Tipping point
Richard Meyer, It's hard to be a linchpin
Eric Qualman, Socialnomics
The ZAPPOS culture book & www.zappos.com



All pictures were found on                        under

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Social Business

  • 3. Change is needed fast everywhere around us! A turning point in history
  • 6. Contrasts WAS IS 90% of all work is drudge work Microprocessors do most drudge work Working with the same old gang Constantly expanding one's network of teammates Well defined organizational borders Shifting organizational alliances Products last for years Products last for weeks Technology helps link parts of the organization The network is the organization We are proud of being close to our customer We are proudly "at one" with our customer We sell rigorously engineered "great product" We sell information-enabled "awesome experiences" Procedure centric Client centric Passive: performs tasks as requested Active: creates WOW projects as inspired "Silos & Stovepipes" One seamless enterprise Product or Service Experience It works It leaves an indelible memory I'm glad I bought it I want more! Satisfied customer Member of the Club Agrees with your wallet Agrees with your psyche You get what you pay for You are surprised and delighted at every turn
  • 7. Sales+Marketing+Service+Product Development+Finance+Human Resources+Facilities Collaborate ONE Seamless Enterprise
  • 8. Collaborate At one with your customer
  • 9. Power shift Does the organisation believe this? Really....
  • 10. Customer is in control! The road to the heart of your customer
  • 11. In the new world.... ....value add comes from the quality of the experience provided
  • 13. Who will be winners? People who: Listen Connect Adopt Innovate
  • 15. Differentiate or die!
  • 16. Markets are conversations Conversations are relational Dialogue not monologue
  • 18. Marketing = ENGAGEMENT Your culture is open and transparent
  • 20. How can an organization better relate, communicate and collaborate with every aspect of the enterprise including customers?
  • 22. Social Marketing Product Marketing Guerrilla Marketing Whitepapers Proposition Marketing Books Customer Service Video Integrated branding Blog (Corporate, Employer, Wiki Personal) Webinars & Email Marketing podcasting Viral Marketing Website Event Marketing ROI Partner Marketing How to guides Linkedin Twitter Hyves Facebook Online Xing Direct & indirect Slideshare Vertical solutions Meetup Sponsoring Digg Schools & Universities Innovation platforms & projects
  • 23. 7P's vs 7C's Physical - Connected Product - Collaborative Price - Customised Promotion - Conversations Place - Community People - Collective Process - Content
  • 24. Stop pushing! From push to pull Pull will help you fulfil customer intent. When done correctly people consider that helpful, meaningful and valuable.
  • 25. Everything and everyone is connected
  • 26. How to start your conversations? Start LISTENING.... ...and have a great story to tell
  • 27. NO YES Word of mouth and buzz, a story worth telling and sharing so that employees and customers can become ambassadors
  • 28. Customers are social.... Do we understand where customers are online and how social they behave in the context of business
  • 29. TRIBES = Like-minded Tribes people connected grow emotionally, virtually, when culturally living and people roaming around the recruit world. people Only 1 reason: Excellent product + Superior Service = Great Story
  • 31. Micro activities for enhanced and more effective marketing and better results
  • 33. beyond solutions provide memorable experiences THINK EXPERIENCE Dreamketing
  • 36. The only brand promise Enable people to do more True brand leadership Empower people to deliver the promise!
  • 37. What do you think..... ....how will they feel as a result.... ....and what will they do afterwards.... YES! share, share, share, share....
  • 38. Change your brand strategy
  • 39. Which brand are you....?
  • 43. The way to gain a good reputation is to endeavor to be what you desire to appear. Socrates (469 BC – 399 BC)
  • 44. Your reputation fuels brand promise Success = Senior Leadership Commitment + Employee Engagement + Execution Excellence
  • 45. Social Brands.... Needs - Wants Objectives - Ambitions Products - Solutions Features - Benefits Consistency - Personalisation Transactions - Experiences Rewards - Relationships Information - Education Automation - Human Maintenance - Enablement Satisfaction - Surprise Completion - Achievement
  • 47. We are rapidly replacing trust in traditional authorities with trust in people YES finally! Be prepared....
  • 48. No matter what you put in front or in back of the word selling.... • consultative • solution • value based • advanced .... it still ends up with the sense of doing something "to" rather than "for" or "with" somebody.
  • 49. HELPING CLIENTS Intent SUCCEED It's that simple!
  • 50. Who you are stands over you and thunders so I cannot hear what you say.... Emerson
  • 52. We both want the same thing! Instead we both behave in ways that make it difficult to reach the end goal. WIN - WIN
  • 53. The change.... Single person -Multiple people Single call -Multiple calls en meetings Single issue -Multiple issues Uncomplicated issues -Complicated issues Little budget -Large investment Lower value add -High value add Price sensitive -Results sensitive Lower margins -High margins
  • 55. Practice getting connected with your intent so it becomes who you are, not wat you say or claim; so it communicates before you say a single word!
  • 56. We all HELP because we are all in SALES
  • 57. No guessing.... ....assumptions are the mother of all Fxxx-ups!
  • 59. The art of listening "Nature gave us one tongue and two ears so we could hear twice as much as we speak." Epictetus, Greek philosopher
  • 60. YES we all now this.....
  • 61. Check your ego at the door
  • 63. Where is the real success....
  • 64. Technology Adoption Lifecycle In search for innovators and early adopters To make the jump make sure: • the customer is at the heart of everything you do. Listen to his opinion and feedback • there is a basic need for technology and that it will deliver a superb performance over and over again • there is brilliant and perfect customer service (Zappos)! Source: Crossing the Chasm Geoffrey A. Moore 1991 Picture: The Laws of Simplicity / John Maeda
  • 65. How to get results • Profile innovators and early adopters. What is the character of your potential clients • Focus, you can't do all things at once. Choose for target marketing instead of mass marketing • Be proactive don't wait until there is demand create demand together with your potential clients • Develop up and cross sell scenarios based on the proposition building blocks • Help clients succeed that is the only thing that counts • Be an evangelist and authority • Make sure you have followers and create ambassadors
  • 66. What will bring you social success? 1. Know your customer 2. Know your product 3. Know your company 4. Love the politics 5. Respect competitors 6. Wire your customers organisation 7. Wire your organisation 8. Never over promise 9. Sell the solution 10. Ask for help (don't be proud about it) 11. Live the brand story 12. Celebrate the "good" loss 13. Make every problem your problem 14. Take full responsibility 15. Share the information 16. Walk away from bad news 17. Don't whine about price 18. Don't give away the store - to get a foot in the door 19. Respect upstarts 20. Seek cool customers 21. Talk "partnership" 22. Send "thank you" notes 23. Make your customer a hero 24. Aim to change the world! 25. Keep it simple 26. Quality not quantity
  • 68. Impact Did we deliver WOW.... Passion!
  • 69. Transactions are motivated by service so TRUE But relationships even more!
  • 70. Customer service isn't just a department! Running Rideshop Couture Outdoor We've been asked by a lot of people how we've grown so quickly, and the answer is actually really simple... We've aligned the entire organization around one mission: to provide the best customer service possible. Internally, we call this our WOW philosophy. Source: Zappos.com
  • 71. Commodity HELL.... ....if we don't provide services!
  • 72. SERVICE = Marketing
  • 73. Service is the only way to differentiate and win • Win with excellent service • Win with deeper relationships • Win with the best reputation
  • 75. Tell me and I forget, Show me and I may remember, Involve me and I understand! Chinese Proverb
  • 76. It's a people driven economy stupid Erik Qualman 2009
  • 77. People make the difference!
  • 80. The new social business attitude 1. Think and act like an entrepreneur 2. Always be a closer and linchpin (get things done) 3. Embrace diversity 4. Pursue mastery 5. Thrive on ambiguity 6. Laugh off screw ups 7. Nurture your network 8. Relish technology (social) 9. Cultivate a passion for renewal 10.Practice horizontal loyalty
  • 81. Talent: you know it when you (can't) see it 1. Displays passion 2. Inspires others 3. Loves pressure 4. Craves action 5. Knows how to finish the job 6. Thrives on WOW 7. Exhibits curiosity 8. Emodies "weird" 9. Exudes a sense of fun 10.Thinks at a high level 11."Gets" talent
  • 82. The art of making people feel welcome
  • 83. Blame no one! Expect nothing! Do something!
  • 85. FLOW
  • 86. Let us be the change we want to see in the world Ghandi
  • 87. Change is ultimately an individual choice
  • 88. Do we have an organization for the industrial age.... ....or social age?
  • 89. Everyone has acces to everything
  • 90. There is more.... ....NO stovepipes ONE seamless enterprise seeking for organizational alignment
  • 91. From cost center to stardom The rise of the free agent nation: • Lifetime employment is over • Stable employment at large corporations is gone • The average career will encompass half a dozen employers and two or three "occupations" • Most of us will spend sustained periods of our career in some form of self employment • Number of freelancers will grow • Projects run by some form of crowdsourcing will grow • We are on our own • It's not theory it is happening
  • 93. Learning to fly Start with small initiatives - and celebrate wins
  • 94. It's a marathon not a sprint
  • 95. Ever change a winning team!
  • 96. Working in organizations today • Endless meetings • People afraid to make decisions • Cube farms • Managers who can't manage • Politics are often more important than knowledge and capabilities • Procesess evolve around the company not customers • Often we do not have the time to think about what we are doing because the volume of work is rapidly increasing CHANGE is needed fast!
  • 97. a) Another day at work. Pays the rent b) We do something of value c) Our work is cool! d) We aim to change the world Take you pick....
  • 98. Social Business Manifest Summary 1. It's the (our) organization 14. We are all in sales 2. Friction free 15. We all invest in wiring 3. No stovepipes the customers organisation 4. Silo-ing is a reason to be fired 16. We all live the brand 5. All on the web 17. We are ONE team 6. Open access 18. Develop heroes 7. Project managers rule 19. We never blame someone else 8. Value add through experiences 20. High Social Tech vs High 9. Solutions rule Social Touch 10.Integrated solutions = our culture 21. Master Diversity 11.Partner with best in class 22. Open talent market 12.All are equal and contribute 23. FLAT organisation equal 24. War on overcomplication 13.Project management comes from 25. Celebrate trojan horses any function 26. Fire vendors who don't get it
  • 99. Either we fight together or die alone
  • 100. In order for me to develop this Social Business Manifest I have used content and resources from various business, marketing, and social media professionals. This is the list of resources that I used: Mahan Khalsa, Let's get real or let's not play The Cluetrain Manifesto Thomas Friedman, The world is flat Tom Peters, Re-imagine Don Tapscott, Wikinomics Seth Godin, Tribes & Linchpin Marc Lammers, YES! a crisis David Armano, Social Business by Design & Social Media is dead Jan Gunnarsson & Olle Blohm, Hostmanship Geoffrey Moore, Crossing the chasm Peter Fisk, Winning in a digital world Malcolm Gladwell, Tipping point Richard Meyer, It's hard to be a linchpin Eric Qualman, Socialnomics The ZAPPOS culture book & www.zappos.com All pictures were found on under