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Everybody is talking about how to "do social media marketing right", but very few people are thinking about the long-term implications of social trends and technologies on both customers and employees, and the resultant impact on business. The harder we strive as brands to create the idea brand promise in our social engagement, the further that promise gets from our actual business delivery. Mike has helped many of South Africa's leading brands solve the social dilemma from the inside out, inspired by the successes of the likes of Zappos and Starbucks, and will share some of those thoughts, secrets and stories in this informative and entertaining presentation.
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The Social Business Challenge
New Thinking for a New Era of Business
by Mike Stopforth
@mikestopforth
Are we asking the right questions?
Cluetrain.com
“A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed.
As a direct result markets are getting smarter – and getting smarter faster than most companies.”
Cluetrain
“… employees are getting hyperlinked even as markets are. Companies need to listen carefully to both.
Mostly, they need to get out of the way so intranetworked employees can converse directly with internetworked markets.”
A document from
1999
A document from
1999prophesying a challenge in
2009
A document from
1999prophesying a challenge in
2009stemming from a big shift in
1989.
So what happened in 1989?
So what happened in 1989?
Industrial Age Information Age
What are the challenges?
“We don’t control our brand anymore”
“We’re battling to attract and retain talented people”
“Our organisation operates in silos. We don’t communicate or collaborate”
17
Industrial Age companies with Information Age
staff and customers
Information Age Customers
Consumer to “prosumer”
Follows 200, followed by 37,500+Over 275,000 likes on Facebook120,000,000+ views on YouTube!
Consumer to Prosumer
They (we) are the Media
“To find something comparable, you have to go back 500 years to the printing press, the birth of mass media – which, incidentally, is what really destroyed the old world of kings and aristocracies…
They (we) are the Media
… Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it ’s the people who are taking control.”
- Rupert Murdoch
24
Are social networks a fun place to be...
Or a whole new way of being?
The unwritten promise of brands in social media
What is a brand?
Broadcasting Conversation
Campaigns Communities
Customers as partners
29
The anatomy of a complaint...
Information Age Customers
Consumer ProsumerDemocratisation of the mediaCustomers own brands
Behind the firewall
“Employees are getting hyperlinked even as markets are. Companies need to listen to BOTH.
Corporate firewalls keep have kept smart employees in and smart markets out”
“Knowledge workers”
“My company trusts me with brokering a multi-million Dollar hedge fund, but not with managing my own time online”
Put the horse before the cart…
