2. Do leaders of businesses understand the word ‘social’?
3. Is this a repeat of ‘customer is king’ but
really the leaders do not believe it?
“Our
Customer
Services
department
have
the
pa5ence
to
look
a8er
them”
11. Beyond customer service – this message taught us all
that…
It is not about YOU, it is about
US
Communities of people are
asking for something but not
everyone is listening to them
12. Corporate’s speak with their heads
• Consumers and Small Businesses listen with
their hearts
13. This goes way beyond ‘engagement’
• Engagement is a TASK
• It can be fake
• It can be delegated
• Building Communities is a shared value and a
reason for existing
• Building communities creates a new form of
capital in a company
• Social Capital
14. ‘Communities’ are a brands unfair advantage
• Very different to a network
• Two way communication
• Listen, adapt, innovate, survive, thrive
• Forgive
• Loyal
• Belonging
• Family
• Shared values
• Advocacy
17. My lessons
• Communities don’t want to be transacted with
• They only want to be supported
• They want their own agenda
• You cannot control them
• They want a lot for free
• They have an enormous power
• They are very hard to monetize
• You cannot see them as customers
• Loyalty means they will criticize
18. But they are very powerful for your brand
They build your
Social Capital
19. Social Capital is the glue in which to build a brand and
create followers
Shared
Commitment
to
belonging
Shared
norms
of
behaviour
Effec5ve
communica5on
channels
Formal
and
Informal
networks
Create
your
Social
Capital
Reciprocity
and
mutuality
Trust
Image
taken
from
Alison
Mitchell
Liverpool
University
20. The power of unconditional Love as a child
Now we have to engage support and care with
no conditions and no hidden agenda
21. “I support my friends”
Hannah
–
aged
18
3000
in
network
Ross
–
aged
16
800
in
network
TJ
–
aged
13
–
600
in
network
22. The trick is to learn how to monetize social capital
• What are the problems that your community
members have?
• What do they want YOU to serve them?
• What are their needs that you can support?
• Who else do you need to collaborate with to
solve problems for them?
• What is it that your community values about
you?
23. Creating followers
"the goal is NOT to sell what you have to
people who need what you have…………
The goal is to get people to BELIEVE WHAT
YOU BELIEVE”
Simon
Sinek
‘Start
with
WHY’
24. "If
you
want
to
build
a
ship,
don't
drum
up
the
people
to
gather
wood,
divide
the
work,
and
give
orders.
Instead,
teach
them
to
yearn
for
the
vast
and
endless
sea”
Antoine
De
Saint-‐Exupery,
Author
of
The
LiOle
Prince.
25. Building Community requires
• Devotion
• Heart
• Passion
• Understanding
• Belief
• Thought leadership
• Empathy
• Inter-dependence
26. Community building will become a ‘Boardroom’
priority
Corporate Social Responsibility has broken
down the ‘free will’ of caring
27. The economic benefits of social capital growth
• Reduces transaction costs
• Buyers come to buy
• Creates new forms of information exchange
• Increases innovation/live R&D
• Increases loyalty to the brand
• Creates a ‘connection’
• Provides feedback
• Ensures engagement
28. Where do you start?
• Brands need to understand the demographic
they serve and the needs of that demographic
• The board needs to agree on their shared
values
• Recruitment has to include these shared
values
• The company must seek to provide greater
contribution to the local or global
communities
29. How Ecademy achieves this
• We listen and engage across all platforms
• We are embedded in the community through the blogs and
messaging
• We meet offline
• We understand the plight and lives of SME’s
• We empathize
• We share
• We are open and encourage random
• We encourage shared values
• We take responsibility
• We ‘parent’
• We are a family
“Community First, Transaction Second”
35. Klout, Peer Index, Empire Avenue
Social
Capital
games
for
measuring
influence
Are
they
just
games??
36. Why should this matter in a global economy
• Consumers have choice
• Consumers share their experience
• Followers have passion
• Followers share their beliefs
39. A final thought
• Social Responsibility of Leaders to enable
their staff to build their own brand and
networks
• Aging population
• No job security
• Pensions - ?????
• Healthcare - ????
40. Social Media Builds your Social Capital
Thank you
Please stay in touch
@pennypower
