This was the deck I put together for 'Open & Exchange London' on - Customer/Consumer Behaviour & Your Social Business'.

1. 1 © 2013 IBM Corporation
… Consumer behaviour will increasingly drive companies (Outside In) and
not the traditional approach of companies working from the ‘inside out’,
with customer and consumer behaviour a secondary consideration.
You can’t change consumer behaviour – but you can work with
it, understand it, leverage it and positively address your bottom line

2. © 2013 IBM Corporation
Exploring you
Open & Exchange London
Guy Stephens, IBM, 28.08.13

3. 3 © 2013 IBM Corporation
"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”
“There are no secrets. The networked market knows more than
companies do about their own products. And whether the news is
good or bad, they tell everyone”
“The new Web is...a
shared canvas where
every splash of paint
contributed by one user
provides a richer tapestry
for the next user to
modify or build on”
“We are increasingly becoming one
another’s infrastructure”
“When we change the way we
communicate, we change society”
1999 2006 2010 2011
‘What happens when we
treat customers as part of
the company?’
“Born cloud, raised
mobile, growing up
social”
2011
JPRangaswami
LyleFong
“The goal of any adaptive
business is to sense
empathy along with the
opportunities for real-
time and right-time
engagement”
2011
BrianSolis
“The social network will
be the new production
line in a company”
2012
GinniRometty
DonTapscott
ClayShirky
The changing landscape

4. © 2013 IBM Corporation
The Law of Requisite Variety
WR Ashby, An Introduction to Cybernetics (1956)

5. © 2013 IBM Corporation
1. Innovative & contextual methods
2. Self-selection of tools
3. Willing co-operation
4. Duty of being transparent
5. Sharing our knowledge
Principles of Networked
Unmanagement
Harold Jarchehttp://www.jarche.com/2012/10/principles-of-networked-unmanagement/
http://www.jarche.com/2013/08/dismantling-hierarchies/

6. © 2013 IBM Corporation
Customer service is the new black
Customer service is the new marketing
Disruption is the constant
Transparent, authentic, open, empower
don’t
be/come
a cliché:
learn to
discern

7. © 2013 IBM Corporation
Sharing is a
currency:
Learn the
value of
sharing
What do I share?
How do I share?
When do I share?
Where do I share?
What do I want you to share
with me?
When do I want you to share
with me?
Do I want you to share with
me?
What do you want me to
share with you?
Sharing with friends
Sharing with colleagues
Sharing with anyone
Does anyone want to share
with me?
Does anyone want me to
share with them?
Does anyone care?
Do I care?
Can I be bothered?

8. © 2013 IBM Corporation
Design for the moment
Understand the medium
Don’t over think
Start small
Do

9. © 2013 IBM Corporation
You are You
Learn from others, but find
your own way, find your
own ‘literacies’
You are not Dell, BT, Zappos, Burberry, JetBlue, ASOS, O2…
You are [Insert Your CompanyName here]. It’s your journey,
not theirs!

10. © 2013 IBM Corporation
be
BOLD
@lesanto We’re all explorers…

11. © 2013 IBM Corporation
@guy1067 is a work in progress

12. © 2013 IBM Corporation
“Come to the edge, he said.
We are afraid, they said.
Come to the edge, he said.
They came to the edge,
He pushed them…and they
flew.”
Guillaume Apollinaire, French Poet