Shift Happens

Change is needed fast
everywhere around us!
A turning point in history

Sustainable Network Society

Contrasts
WAS IS
90% of all work is drudge work Microprocessors do most drudge work
Working with the same old gang Constantly expanding one's network of teammates
Well defined organizational borders Shifting organizational alliances
Products last for years Products last for weeks
Technology helps link parts of the organization The network is the organization
We are proud of being close to our customer We are proudly "at one" with our customer
We sell rigorously engineered "great product" We sell information-enabled "awesome experiences"
Procedure centric Client centric
Passive: performs tasks as requested Active: creates WOW projects as inspired
"Silos & Stovepipes" One seamless enterprise
Product or Service Experience
It works It leaves an indelible memory
I'm glad I bought it I want more!
Satisfied customer Member of the Club
Agrees with your wallet Agrees with your psyche
You get what you pay for You are surprised and delighted at every turn

Sales+Marketing+Service+Product
Development+Finance+Human
Resources+Facilities
Collaborate
ONE
Seamless
Enterprise

Collaborate
At one with your
customer

Power shift
Does the
organisation
believe this?
Really....

Customer is in control!
The road to the heart of your customer

In the new world....
....value add comes from the
quality of the experience
provided

Social Revolution

Who will be
winners?
People who:
Listen
Connect
Adopt
Innovate

Mass-individualisation

Differentiate
or
die!

Markets are conversations
Conversations are
relational
Dialogue not
monologue

Marketing
=
ENGAGEMENT
Your culture is open and
transparent

Marketing needs to CHANGE!

How can an
organization better
relate, communicate
and collaborate with
every aspect of the
enterprise including
customers?

Social Strategy

Social Marketing
Product Marketing
Guerrilla Marketing Whitepapers
Proposition Marketing Books
Customer Service Video
Integrated branding Blog
(Corporate, Employer, Wiki
Personal) Webinars &
Email Marketing podcasting
Viral Marketing Website
Event Marketing ROI
Partner Marketing How to guides
Linkedin
Twitter
Hyves
Facebook
Online
Xing
Direct & indirect
Slideshare
Vertical solutions
Meetup
Sponsoring
Digg
Schools & Universities
Innovation platforms & projects

7P's vs 7C's
Physical - Connected
Product - Collaborative
Price - Customised
Promotion - Conversations
Place - Community
People - Collective
Process - Content

Stop pushing!
From push to pull
Pull will help you fulfil
customer intent. When
done correctly people
consider that helpful,
meaningful and
valuable.

Everything and everyone is
connected

How to start your
conversations?
Start
LISTENING....
...and have a
great story to tell

NO YES
Word of mouth
and buzz, a
story worth
telling and
sharing so that
employees and
customers can
become
ambassadors

Customers are social....
Do we understand where
customers are online and how
social they behave in the context
of business

TRIBES = Like-minded Tribes
people connected grow
emotionally, virtually, when
culturally living and people
roaming around the recruit
world. people
Only 1 reason:
Excellent product +
Superior Service =
Great Story

SHARP SHOOTING

Micro activities for enhanced and
more effective marketing and
better results

Measure
Attention
Authority
Engagement
Virallity
Business
Impact
WOW

beyond solutions provide
memorable experiences
THINK EXPERIENCE
Dreamketing

Emotion
Heart
Passion
Inspiration

The only brand promise
Enable people to do more
True brand leadership
Empower people to deliver the
promise!

What do you think.....
....how will they feel as a result....
....and what will they do afterwards....
YES!
share, share, share, share....

Change your brand strategy

Which brand are you....?

"joining" brands

The way to gain a good
reputation is
to endeavor to be what you
desire to appear.
Socrates (469 BC – 399 BC)

Your reputation fuels
brand promise
Success =
Senior
Leadership
Commitment +
Employee
Engagement +
Execution
Excellence

Social Brands....
Needs - Wants
Objectives - Ambitions
Products - Solutions
Features - Benefits
Consistency - Personalisation
Transactions - Experiences
Rewards - Relationships
Information - Education
Automation - Human
Maintenance - Enablement
Satisfaction - Surprise
Completion - Achievement

Social Brand Leadership

We are rapidly
replacing trust in
traditional
authorities with
trust in people
YES finally!
Be prepared....

No matter what you put in front or in back
of the word selling....
• consultative
• solution
• value based
• advanced
.... it still ends up with the sense
of doing something "to" rather
than "for" or "with" somebody.

HELPING
CLIENTS
Intent SUCCEED
It's that simple!

Who you are stands over you
and thunders so I cannot hear
what you say....
Emerson

Intent counts
more than
technique....

We both want
the same thing!
Instead we both
behave in ways
that make it
difficult to reach
the end goal.
WIN - WIN

The change....
Single person -Multiple people
Single call -Multiple calls en meetings
Single issue -Multiple issues
Uncomplicated issues -Complicated issues
Little budget -Large investment
Lower value add -High value add
Price sensitive -Results sensitive
Lower margins -High margins

Helping clients succeed....
....the only option!

Practice getting connected
with your intent so it becomes
who you are, not wat you say
or claim; so it communicates
before you say a single word!

We all HELP because we are
all in SALES

No guessing....
....assumptions are the mother of
all Fxxx-ups!

Create focus

The art of listening
"Nature gave us one tongue and two
ears so we could hear twice as
much as we speak."
Epictetus, Greek philosopher

YES we all now this.....

Check your ego at the door

Where is the real success....

Technology Adoption Lifecycle
In search for
innovators and
early adopters
To make the jump make sure:
• the customer is at the heart of
everything you do. Listen to his
opinion and feedback
• there is a basic need for technology
and that it will deliver a superb
performance over and over again
• there is brilliant and perfect customer
service (Zappos)!
Source: Crossing the Chasm Geoffrey A. Moore 1991
Picture: The Laws of Simplicity / John Maeda

How to get results
• Profile innovators and early adopters. What is the character
of your potential clients
• Focus, you can't do all things at once. Choose for target
marketing instead of mass marketing
• Be proactive don't wait until there is demand create demand
together with your potential clients
• Develop up and cross sell scenarios based on the
proposition building blocks
• Help clients succeed that is the only thing that counts
• Be an evangelist and authority
• Make sure you have followers and create ambassadors

What will bring you social success?
1. Know your customer
2. Know your product
3. Know your company
4. Love the politics
5. Respect competitors
6. Wire your customers organisation
7. Wire your organisation
8. Never over promise
9. Sell the solution
10. Ask for help (don't be proud about it)
11. Live the brand story
12. Celebrate the "good" loss
13. Make every problem your problem
14. Take full responsibility
15. Share the information
16. Walk away from bad news
17. Don't whine about price
18. Don't give away the store - to get a foot in the door
19. Respect upstarts
20. Seek cool customers
21. Talk "partnership"
22. Send "thank you" notes
23. Make your customer a hero
24. Aim to change the world!
25. Keep it simple
26. Quality not quantity

Impact
Did we deliver WOW....
Passion!

Transactions are motivated by
service
so TRUE
But relationships even more!

Customer service isn't
just a department! Running Rideshop
Couture Outdoor
We've been asked by a lot of people
how we've grown so quickly, and the
answer is actually really simple...
We've aligned the entire organization
around one mission: to provide the
best customer service possible.
Internally, we call this our WOW
philosophy.
Source: Zappos.com

Commodity HELL....
....if we don't provide services!

SERVICE
=
Marketing

Service is the only way to
differentiate and win
• Win with excellent
service
• Win with deeper
relationships
• Win with the best
reputation

Tell me and I forget,
Show me and I may remember,
Involve me and I understand!
Chinese Proverb

It's a people driven
economy stupid
Erik Qualman 2009

People make
the
difference!

Talent = Brand
Brand = Talent

The new social business attitude
1. Think and act like an entrepreneur
2. Always be a closer and linchpin (get things done)
3. Embrace diversity
4. Pursue mastery
5. Thrive on ambiguity
6. Laugh off screw ups
7. Nurture your network
8. Relish technology (social)
9. Cultivate a passion for renewal
10.Practice horizontal loyalty

Talent: you know it when you (can't) see it
1. Displays passion
2. Inspires others
3. Loves pressure
4. Craves action
5. Knows how to finish the job
6. Thrives on WOW
7. Exhibits curiosity
8. Emodies "weird"
9. Exudes a sense of fun
10.Thinks at a high level
11."Gets" talent

The art of making people feel welcome

Blame no one!
Expect nothing!
Do something!

FLOW

Let us be the change
we want to see in the
world
Ghandi

Change is
ultimately an
individual
choice

Do we have an
organization for
the industrial
age....
....or social age?

Everyone has acces to everything

There is more....
....NO stovepipes
ONE seamless enterprise
seeking for organizational
alignment

From cost center to stardom
The rise of the free agent nation:
• Lifetime employment is over
• Stable employment at large corporations is gone
• The average career will encompass half a dozen employers
and two or three "occupations"
• Most of us will spend sustained periods of our career in
some form of self employment
• Number of freelancers will grow
• Projects run by some form of crowdsourcing will grow
• We are on our own
• It's not theory it is happening

Chief Social Officer

Learning to fly
Start with small
initiatives - and
celebrate wins

It's a marathon not a sprint

Ever change a winning team!

Working in organizations today
• Endless meetings
• People afraid to make decisions
• Cube farms
• Managers who can't manage
• Politics are often more important than knowledge and
capabilities
• Procesess evolve around the company not customers
• Often we do not have the time to think about what we are
doing because the volume of work is rapidly increasing
CHANGE is needed fast!

a) Another day at work. Pays the rent
b) We do something of value
c) Our work is cool!
d) We aim to change the world
Take you pick....

Social Business Manifest Summary
1. It's the (our) organization 14. We are all in sales
2. Friction free 15. We all invest in wiring
3. No stovepipes the customers organisation
4. Silo-ing is a reason to be fired 16. We all live the brand
5. All on the web 17. We are ONE team
6. Open access 18. Develop heroes
7. Project managers rule 19. We never blame someone else
8. Value add through experiences 20. High Social Tech vs High
9. Solutions rule Social Touch
10.Integrated solutions = our culture 21. Master Diversity
11.Partner with best in class 22. Open talent market
12.All are equal and contribute 23. FLAT organisation
equal 24. War on overcomplication
13.Project management comes from 25. Celebrate trojan horses
any function 26. Fire vendors who don't get it

Either we fight together or
die alone

In order for me to develop this Social Business Manifest I
have used content and resources from various business,
marketing, and social media professionals. This is the list
of resources that I used:
Mahan Khalsa, Let's get real or let's not play
The Cluetrain Manifesto
Thomas Friedman, The world is flat
Tom Peters, Re-imagine
Don Tapscott, Wikinomics
Seth Godin, Tribes & Linchpin
Marc Lammers, YES! a crisis
David Armano, Social Business by Design & Social Media is dead
Jan Gunnarsson & Olle Blohm, Hostmanship
Geoffrey Moore, Crossing the chasm
Peter Fisk, Winning in a digital world
Malcolm Gladwell, Tipping point
Richard Meyer, It's hard to be a linchpin
Eric Qualman, Socialnomics
The ZAPPOS culture book & www.zappos.com
All pictures were found on under