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A presentation given at MEC's EXPO - a client and partner event held in London in November 2012.
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#7socialprovocations
Ann Longley, Head of Social Strategy November 2012
Topics for today
Why we need to be provoked?
7 Provocations
Discussion
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
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
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
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 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
1. Customer Service is now a public service 1. Customer service is now a public service
Apathy is not an option when you are bombarded with messages
Robust systems are needed so you can act in real-time
Route signals that require action, but aim to do more than solve problems
Image Source: KLM Surprise– How Happiness Spreads
2. Customer stories are the new brand slogans....
“Philips steam iron glides
smoothly over the clothes without much
effort”
Their voices carry great weight
Attract those who are enthusiastic
Turn antagonists into allies...
Bring the voice of the customer into the boardroom
3. Unlock your assets to uncage community value
Your good stuff is wasted if can’t be shared
Leverage your existing assets but make them relevant
Image Source: Scottish Widows 2012 Pension Gap Report
4. Fake it and you’ll break it
Your behaviour is as important as your words
Image Source: http://www.flickr.com/photos/38181284@N06/5915697938
Customers will let you know if gaps exist them
Image Source: http://www.artabus.com/calvet/contradiction5
Get out from behind the corporate façade – leaders today must be visible and accessible
5. Blog storms can wash away reputations in instants
Strong foundations are needed to weather such storms
Know when to stay quiet and when to make amends - words speak loud, actions speak louder.
6. Forget ads, create immersive brand experiences
Turn a single ad break into a million conversations...
Catalyse participation and sharing - ensure your brand gets talked about for the right reasons
7. Target segments, but activate networks
Image Source: Paul Adams, Grouped
Future-proof your business by building your own brand community
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 the Warmth campaign.
Provocative
Discussion
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
The end
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
