This document discusses building a remarkable social business. It emphasizes creating valuable social objects to convene conversations, becoming a factory of relevant content, and nurturing relationships with customers, employees, and suppliers so they have good things to say. It also stresses the importance of reasonable openness, structured engagement, hiring social employees and digital citizens, and giving everyone associated with the business something positive to talk about. The overall message is that social business is about people and relationships, not just logos or official spokespeople, and strategic social media use can provide opportunities for operational excellence and business growth.
15. Brand The set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer (Seth Godin)
17. Action #1: Your Top Competitor Good or bad relationships with customers, employees, community? Why do people choose them? What do people say about them? How does their value differ from yours?
61. Action #2: Social Objects How do you create social objects? How do you convene conversation around those objects? Join the conversation: By the end of the week, write a review on Yelp or leave a comment on a blog
62. Whether you think your company is social or not, it is – because your employees are social. Tom Webster
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68. Reasonable Openness Respect that your customers and employees have power Build trust Nurture curiosity and humility Hold openness accountable Forgive failure Charlene Li (2010)
69. Sandbox Covenant Sandbox: clearly defined boundaries where it is safe to operate Covenants: promises with shared accountability Structured openness Charlene Li (2010)
70. People Power Social business is about people, not logos. Don’t just rely on official spokespeople to steward your brand; hire (and work hard to retain) people throughout the company that can build and nurture your community. Social media is not just a job, but also a skill. Baer & Naslund 2011
71. Digital Citizens Hire employees with a demonstrated track record of being professionally personal using the tools that can most help (or hurt) your business growth (e.g. blog, Facebook, Twitter, Youtube)
72. Action #3: Recommendation What do your employees say about you to their friends and family? How do you know? By the end of the week, join LinkedIn and write a recommendation for a former employee or employer
73. Strategic opportunity Operational excellence Give everyone that touches your business something good to say Convene the conversation Become a valuable social object factory Key Points