anne mc crossan - managing brands and brand culture in social media
DESCRIPTION
Understanding the implications of Social Media on your Brand Culture and Business Design. Also, basic guidelines are provided on how to develop intangible asset value of your brand while using Social Media. Anne McCrossan – Founder & CEO, Visceral Business More: http://somesso.com/blog/2009/10/anne-mccrossan-where-is-the-margin-in-social-media/TRANSCRIPT
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Beans and Pearls
Social business design for finance
Social business design and management
What it means for brands and corporate cultures
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‘I believe we will survive and thrive in the new creative age
only if we enlarge both our understanding and
our delivery of creativity’
Sir Martin Sorrell, D&AD President’s Lecture Nov 1996
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Creativity as a means of broadcast
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‘I believe we will survive and thrive in the new creative age only if we enlarge both our understanding and our delivery of creativity’
But the message isn’t getting through
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The social environment
re-defines how to transact and
behave to create value
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Permission, trust and loyalty as a
means ofinvolvement
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How much do you trust businesses in each of thefollowing industries to do what is right?
Source: Edelman Trust Report - US companies
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In the UK, France and Germany, trust in banks,media companies, energy and automotive hasdeclined steeplySource: Edelman Trust Report - European companies
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Financial services companies have come off badly in terms of the perceived match between the promise they put out and the consumer experience.Source: Promise Index 2009
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% of Top 100 banks inForbes Global 2000 2009that are acknowledged
as having a presencein social media
.
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5%
Source: Forbes 2000 2009/Altimeter Group/Visible Banking/Visceral Business/October 23rdt 2009
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5%
Source: Forbes 2000 2009/Altimeter Group/Visible Banking/Visceral Business/October 23rdt 2009
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% of Top 100diversified financial
services companies inForbes Global 2000 2009
acknowledged ashaving a presence
in social media.
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How many ofthe top 100
diversified financialservices companies in
Forbes Global 2000 2009are acknowledged as
having a presencein social media?
.
9%
Source: Forbes 2000 2009/Altimeter Group/Visible Banking/Visceral Business/October 23rdt 2009
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How many ofthe top 100
diversified financialservices companies in
Forbes Global 2000 2009are acknowledged as
having a presencein social media?
.9%
Source: Forbes 2000 2009/Altimeter Group/Visible Banking/Visceral Business/October 23rdt 2009
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% ofthe 92 insurance
companies within ForbesGlobal 2000 2009
acknowledged as havinga presence insocial media
.
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6%
Source: Forbes 2000 2009/Altimeter Group/Visible Banking/Visceral Business/October 23rdt 2009
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6%
Source: Forbes 2000 2009/Altimeter Group/Visible Banking/Visceral Business/October 23rdt 2009
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It starts with the identity of the brand as a central organizing thread
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Branding is a contact sport…the further apart you are from your audience, the less likely you are able to connect and have an impact with them.
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Social business supports formative experiences
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Iterative, adaptive fits integrated into business design
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Attention
Traditionalmedia
Intention
Then NowBroadcast Involvement
And marketing based on intention and involvement
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Protectionism in finance is strong
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Opportunity to leverage intangible assets like culture
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The economics of automated transaction changes things
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task
peop
le
ask tellSource: Keirsey Temperament Sorter
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A brand is what people say about you when you’ve left the room, social media isabout being a part of that conversation and there is good news…
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80%tacit communication
Source: Karen Stephenson Netform
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80%tacit communication
hubs
gatekeepers
pulsetakers
Source: Karen Stephenson Netform
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80%learning
strategy
advice
innovation
social
decisionmaking
tacit communication
Source: Karen Stephenson Netform
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Increasing employee satisfaction
Decreasing travel costs
Increasing customer satisfaction
Increasing speed of access to internal experts
Increasing effectiveness of marketing
Reducing communication costs
Increasing speed of access to knowledge
35%
40%
43%
43%
52%
54%
68%
20% 40% 60% 80% 100%
Business returns being seen from Web 2.0 Benefits acknowledged by survey respondents (%) Source: McKinsey September 2009
Close to seven out of ten respondents (69%) report that their companies “have gained measurable business benefits, including more innovative products and services, more effective marketing, better access to knowledge, lower cost of doing business, and higher revenues”.
Beans and Pearls 2.0
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tangible assets intangible assets
industrialorganizations
commercialorganizations
socialorganizations
utilities causes
A commercial evolution
Visceral Business - Anne McCrossan - www.visceralbusiness.com
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tangible assets intangible assets
industrialorganizations
commercialorganizations
socialorganizations
who you are and
what you do
productsand
services
skillsand
approach
cultureand
personality
missionand
cause
1 2 3 4 5
utilities causes
A commercial evolution
Visceral Business - Anne McCrossan - www.visceralbusiness.com
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industrialorganizations
commercialorganizations
socialorganizations
who you are and
what you do
productsand
services
skillsand
approach
cultureand
personality
missionand
cause
1 2 3 4 5
utilities causes
housing
energy charities
pharma trade guilds
councils and public services transport auto travel and leisure
food and beverages membership organizations
financial services
consumer electronics fmcg media and cultural institutions
technology government
mining retail mining
tangible assets intangible assets
Visceral Business - Anne McCrossan - www.visceralbusiness.com
Positioning the brand
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tangible assets intangible assets
industrialorganizations
commercialorganizations
socialorganizations
who you are and
what you do
productsand
services
skillsand
approach
cultureand
personality
missionand
cause
1 2 3 4 5
utilities causes
housing
energy charities
pharma trade guilds
councils and public services transport auto travel and leisure
food and beverages membership organizations
financial services
consumer electronics fmcg media and cultural institutions
technology government
mining retail mining
Visceral Business - Anne McCrossan - www.visceralbusiness.com
Positioning the brand
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Yochai Benkler Berkman Professor of Entrepreneurial Legal
Studies at Harvard & Faculty co-director of the Berkman Center for Internet and Society
‘The personal computer changed the basic model of capitalization of information, knowledge, and cultural production.
Computation, communications, storage, sensing, and capture devices are now widely distributed.
These, in turn, enable the effective deployment of the other core input into the global information economy - human creativity, wisdom, insight, and perspective.’
‘Capital, Power, and the Next Step in Decentralization’ Essay, Sept 16th 2009
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Strength of leadership Market worthTechnological capability
Clarity of business intent and openness of operations
The business has defined social benefit and quality of outcomes
The degree to which the business model canvas is defined, the environmental, social and economic benefits of the business are articulated and the business is clearly positioned
Percentage of people within the organization engaged in social media
Levels of sentiment, inside and outside the organization and strength of reputation across products and services, innovation, workplace, governance, citizenship, leadership and performance
Churn, recruitment time and costs involved of employee
Channel reach, social capability, and type of engagement profiles Network mapping across the organization’s hierarchies, communities of interest and trust networks
Open innovation capability and activities
Real-time open-data management capabilities Processes to measure proximity and collaboration
Auditing processes, benchmark setting and monitoring capabilities
ROCE/Market capitalization (Forbes/Fortune/FTSE metrics and public analyst opinion)
Brand value
Reputation and customer satisfaction metrics Human capital value measured by the ratio of brand valuation to market capitalization by employee
Share of voice (measuring conversations that take place online, levels of reach in the market across multiple channels using listening platforms and social media KPI’s)
Media spend ROI (measuring the % of spend to return)
Levels of engagement
Average new revenue per customer and lifetime value per customerVisceral Business - Anne McCrossan - www.visceralbusiness.com
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Source: Visible Banking www.visiblebanking.com
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tangible assets intangible assets
industrialorganizations
commercialorganizations
socialorganizations
who you are and
what you do
productsand
services
skillsand
approach
cultureand
personality
missionand
cause
1 2 3 4 5
utilities causes
Positioning the brand
housing
energy charities
pharma trade guilds
councils and public services transport auto travel and leisure
food and beverages membership organizations
financial services
consumer electronics fmcg media and cultural institutions
technology government
mining retail mining
Visceral Business - Anne McCrossan - www.visceralbusiness.com
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affinity is stronger than structure
Visceral Business - Anne McCrossan - www.visceralbusiness.com
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So the question is: How can you connect with ‘the people formerly known as the audience’?
Visceral Business - Anne McCrossan - www.visceralbusiness.com
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The web makes trading more granular and accountable
The Evolution of Social Software in IBM. Small Blue Research Study. http://smallblueresearch.ibm.com
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The value of each person in your address book is $948
When friends of your friends are not friends of each other or belong to the same social group = 276.64% increase in monthly revenues
One strong link to your manager is worth $588.2/m
One weak link to your manager costs $98.48/m
Having managers in a project is correlated with team performance initially
Too many managers in a project is negatively associated with team performance
Strong ties to executives is positively correlated
Attributes of your network human capital, power and status have a unique relationship with work performance.
A place where personal worth and corporate worth combine
The Evolution of Social Software in IBM. Small Blue Research Study. http://smallblueresearch.ibm.com
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‘all value is perceived value, andpersuasion is more effective than compliance’ Rory Sutherland, Chairman IPA, TED Oxford June 2009
Back to behavioural economics
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‘you can’t fake community, you can’t force it, either’ Chris Brogan
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Involvement pwns broadcast
‘People will forget what you said, they’ll forget what you did, but they’ll never forget how you made them feel and what
you inspired them to do.’
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credible and compelling
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credible and compelling
cre
dib
le
compelling
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Your business must be aware of, and leveraging, its DNA
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And realize cultural value as part of social business design
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A business model to describe the way you intend to make money by creating and delivering value collectively.
Alex Osterwalder – Business Model Generation http://www.businessmodelgeneration.com
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Alex Osterwalder – Business Model Generation http://www.businessmodelgeneration.com
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Business model co-creation
Alex Osterwalder – Business Model Generation http://www.businessmodelgeneration.com
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Business model innovation
Alex Osterwalder – Business Model Generation http://www.businessmodelgeneration.com
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Business model innovation
Alex Osterwalder – Business Model Generation http://www.businessmodelgeneration.com
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Business model innovation
Alex Osterwalder – Business Model Generation http://www.businessmodelgeneration.com
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Business model innovation
Alex Osterwalder – Business Model Generation http://www.businessmodelgeneration.com
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Business model innovation
Alex Osterwalder – Business Model Generation http://www.businessmodelgeneration.com
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Business model innovation
Alex Osterwalder – Business Model Generation http://www.businessmodelgeneration.com
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Business model innovation
Alex Osterwalder – Business Model Generation http://www.businessmodelgeneration.com
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Business model innovation
Alex Osterwalder – Business Model Generation http://www.businessmodelgeneration.com
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Business model innovation
Alex Osterwalder – Business Model Generation http://www.businessmodelgeneration.com
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Business model innovation
Alex Osterwalder – Business Model Generation http://www.businessmodelgeneration.com
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frequency of use
nu
mb
er
of
ch
an
nels
low
hig
h
low
highSource: Altimeter Group
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emotional commitment
inte
llectu
al
un
ders
tan
din
glo
wh
igh
low
high
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3 core KPI’s
Visceral Business - Anne McCrossan - www.visceralbusiness.com
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A biological organization
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And also an insurance policy and safety net
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Collaboration creates new dimensions of value across an organization
Your organization has a unique DNA and culture worth cultivating
Connect with the business case strategically, go beyond tools and channels
There is no internal and external in the social organization
Social leadership skills and management capabilities are core to success
Establish pools of interest around your business capable of generating attention, contribution and wanting to connect.
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Copyright © 2009 Visceral Business
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Photos and creditsSlide 1 : Coffee beans by Incasa Coffee http://bit.ly/1NvtHhSlide 1 : Pearl farming 02 by nataliebehring.com http://bit.ly/4vOuvMSlide 19: Rope-pulling by vavara lozenko http://bit.ly/4Au1SFSlide 21: Arm wrestle 2 by deejaynye http://bit.ly/2SvFdSlide 22: We’ll walk hand in hand some day! by Werner Schnell (1.stream)
http://bit.ly/3TIMJ6Slide 24: Image Visceral BusinessSlide 25: Bank Vault – 003 by Jason Bethchel http://bit.ly/29iDYWSlide 26: Where is going the stock market ????? by pfala http://bit.ly/4zUR86Slide 27: Image source not knownSlide 31: Smile by jiggskykeken http://bit.ly/2cvjqJSlide 31: Work in Progress by Katherine Treffinger http://bit.ly/FfT0uSlide 31: Post Office by Suzy Pym http://bit.ly/FW8nDSlide 31: Driving light by Crankydragon http://bit.ly/19jNBCSlide 32: Image not attributed taken from Seth Godin’s Tribes presentationSlide 33: Saving by Ken Wilcox http://bit.ly/1YJkmbSlide 43: Managing the Brand by Tom Fishburne http://bit.ly/t2RjESlide 49: Reputation Statement of Account by Jason Tester 2004Slide 50: Contribution text via @Sparkbouy and IBMSlide 50: P1050180.JPGby l.million http://bit.ly/2FBEOaSlide 56: New spectacles by Steve Green http://bit.ly/LvyNaSlide 56: Time to play by qcomplex5 http://bit.ly/e0qsDSlide 56: 4 by 3littleboyz http://bit.ly/2R5asISlide 56: My Name is Not Clark Kent! Carlos Norbero http://bit.ly/JFlIlSlide 58: Slide 26: Where is going the stock market ????? by pfala http://bit.ly/4zUR86Slides 61 – 72 taken from Business Model Generation by Alex OsterwalderSlide 73: I ate 6 by Farl http://bit.ly/4sMMZQSlide 73: Butterflies in my head by Kees Straver http://bit.ly/ooIpNSlide 73: Wallfower by Cognitive Ambition http://bit.ly/YcOjVSlide 73: Rainbow Coloured 319 by CrashCalloway http://bit.ly/2sTaGJSlide 74: Passively bystanding by Lo Li http://bit.ly/odsabSlide 74: The weakest link by Darwin Bell http://bit.ly/FAPcNSlide 74: Target Day 2 by Mikey Sachs http://bit.ly/O09OsSlide 76: Image source not knownSlide 77: Web 2 by Aldo Trim http://bit.ly/2aNQ0b