from social media to social business: the social continuum

The Social Continuum

From Social Media to Social Business

overheard“It's time for us to step into Social Media

and engage the conversation"

brand recognition • brand awareness • customers acquisition • lead generation • recruitment • empathy e-reputation • expertise acknowledgment • storytelling viral marketing • influence • conversational marketing

Brands have multiple reasons for going there social media optimization • viral marketing • influence conversational marketing • social media optimization brand recognition • brand awareness • customers acquisition • lead generation • recruitment • empathy e-reputation • expertise acknowledgment • storytelling viral marketing • influence • conversational marketing social media optimization • brand recognition • brand awareness • customers acquisition • lead generation recruitment • empathy • e-reputation • viral marketing

So more and more brands jump into the social media space to gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends

This is called Social Media Marketingor

Marketing 2.0

but it should be called

Marketing 1.0001since those are just old practices

transposed into digital media

When entering Social Media,

most brands and agencies

believe they are dealing with another media, but they

truly deal withsocial

as in social web, is an entirely new and unknown territorysocial

Brands are opening Pandora’s box without ever noticing

When, in 2004, Mark Zuckerberg created a small website to allow his Harvard fellows to connect with each other...

He ignored that 6 years later, Facebook would be a 400 millions members' network, where people create content, share content, listen, chat, tag, like, discuss, pay, connect together

When, in 2006, Jack Dorsey created a little service to stay in touch in real time with his friends and relatives...

He ignored that 4 years later, Twitter would be a 100 millions members' service, upon which apps are built to allow people to share links, information, location, discussions, ideas, thoughts, sentiments together

And all this is just

the beginning

The social territory is filled with hundreds of millions of people talking together about what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what

This is called

Customer experience

Customers do not want to be brands' friends, fans or followers. They want to share their experience.

They want to co-create value with brands

When entering social media, brands give their customers a voice which will never stop

Dealing only with the 'media' in social media is like ignoring this voice

But listening to this voice will

change the way business is done

FOREVER

This is called

Social business

The social territory give brandshundreds of millions of new touch pointswith their customers

While listening to

conversations, brands can

now learn from every single

user's experience

They can gain new invaluable knowledge from these conversations

Knowledge about creating

better services and products

Knowledge about better

serving their customers

Knowledge about what

customers really want, not

about what brands think

customers want

This is part of what is called

Social learning

Social learning is the key

which will allow organizations

to capture and harness those

knowledge flows.

This means:

Informal learningKnowledge strengthens from diversity and sense-making, weakens from silos and boundaries

Collaboration & Communities Employees, too, are joining the conversation and sharing knowledge

Co-creationKnowledge belongs to interaction and openness,not to repositories

Social learning is an iterative, non linear process which capitalizes on networked knowledge flows

Almost every department of organizations can, and will, learn that way R&D, Design, Marketing, Human Resources, Corporate Communications, Public Relations, Training, Procurement, Production, Manufacturing, Operations, Delivery, Sales, Logistics, Customer Service, …

Co-creation of value,

knowledge sharing and

collaborative learning

is the future of business

Mark Zuckerberg and Jack Dorsey photos from Wikipedia Commons and released under the Creative Commons Attribution 2.5 license

Thierry de Baillontdebaillon@socialearning.fr@tdebaillon

Socialearninghttp://www.socialearning.fr

from social media to social business: the social continuum

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