What to focus on in socia

1. Get BOLD
Social Business Coffee Break
Sandy Carter | VP, Social Business Evangelist
IBM Corporation
Follow me @ sandy_carter
http://twitter.com/sandy_carter
Subscribe to my blog
http://socialmediasandy.wordpress.com/

2. Don’t act like a Jellyfish when
going social with your brand
• They don’t have a
brain to think ahead
• They just float around,
consume and spray
out
• They do not learn

3. Four Eras of Brands
1900s- Brands as Identifiers How do I find it?
1930s
1930s- Brands as Symbols How do I find quality?
1990s
1990s- Brands as Individual How does this brand relate to my
2000s Relationships personal values?
2000s Brands as How does this brand
+
Dynamic, Social matter to my social
processes community?
Source: based on research from Dr. Stephen Vargo (Univ. of Hawaii), and Dr. Robert Lusch (Univ. of Arizona)

4. In the 4th Brand Era, You Must Build
Brand Value with a Community
1. Plan your social
business journey and
destination
2. Engage your
customers; don’t just
spray brand messages
3. Learn from your
engagements

5. Plan your journey – A
Map Business Goals and Priorities
Business Goals
Enable
Reach Support Increase
superior &
15% marketplac products
rapid
Market e financial per
customer
Share literacy customer
service
Social
1 2 Example
Heatmap
Goal Business Challenges to Issues Impacted Potential Social Initiatives
achieve Goal Audience(s)*
Reach 15%  Lack of physical presence  Strong core  “Traditional” cust  Provide “physical” perception for online channel
Market Share  Maintain current segments – segments
growth requires  Build online relationships with people vs. virtual
distribution model expansion  New Customers CSRs, … (faces, names, …)
 Migrate legacy phone-  New product dev,  “web friendly”  Virtual café
centric customers intro, education prospects
 Expand Social Ambassadors
 Call Center scale  Customer Service
Reps  Engage customers in product innovation
 Product Managers  “How to you bank when there isn’t a bank?”
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6. Plan your journey -
Assess if your Company Culture is ready
Cultural Theme Culture Questions
C = Current D = Desired
1 2 3 4 5
Boundaries Isolated functions Cross functional cooperation
Teaming Individual competitive Team oriented
Learning Slow adopting new skills Continuous learning culture
Management Style Controlling Delegating
Horizontal Comms Bureaucratic, formal channels Free communication up the org
Open Comms Guarded communication Open communication
Initiative Follow specific instructions Take initiative
Risk Tolerance Punish mistakes Learn from mistakes
Pace Slow, cautious pace Fast pace
Rules / Process Keep to rules Ignore rules
Hierarchy Many organizational layers Few organizational layers
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7. eats strategy for lunch!

8. Available Now
ISBN-10: 0132618311
ISBN-13: 9780132618311
Subscribe to my blog
http://socialmediasandy.wordpress.com/
Follow me @ sandy_carter
http://twitter.com/sandy_carter
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