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.

1. The Social Business Challenge
New Thinking for a New Era of Business
by Mike Stopforth
@mikestopforth

5. Are we asking the right questions?

6. 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.”

7. 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.”

8. A document from
1999

9. A document from
1999
prophesying a challenge in
2009

10. A document from
1999
prophesying a challenge in
2009
stemming from a big shift in
1989.

11. So what happened in 1989?

12. So what happened in 1989?

15. Industrial Age 
Information Age

16. 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. 17
Industrial Age
companies with
Information Age
staff and customers

18. Information Age Customers

19. Consumer to “prosumer”
Follows 200, followed by 37,500+
Over 275,000 likes on Facebook
120,000,000+ views on YouTube!
Humansdorp
jaapvlooi@gmail.com

20. Consumer to Prosumer

22. 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…

23. 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. 24
Are social networks a fun
place to be...
Or a whole new way of being?

25. The unwritten promise of
brands in social media
What is a
brand?

26. Broadcasting  Conversation

27. Campaigns  Communities

28. Customers as partners

29. 29
The anatomy of a complaint...

30. Information Age Customers
Consumer  Prosumer
Democratisation of the media
Customers own brands

31. 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”

32. “Knowledge workers”
“My company trusts me with brokering a
multi-million Dollar hedge fund, but not with
managing my own time online”

33. Put the horse before the cart…

34. Thank you
@mikestopforth
mike@cerebra.co.za
www.cerebra.co.za
www.mikestopforth.com