social provocation

© 2009 IBM Corporation1

DreamYou may say I’m a dreamer, but I’m not the only one. I hope some day you’ll join us, and the world will live as one.

- John Lennon


Who

you

are

matters


Brands and companies need a strong

sense of self

to effectively exist in online conversations both inside and outside the company


Authentic.


The world spots someone who is not authentic or not true to their values more quickly and with greater punishment than ever before

The world rewards those who are true.


Placing the company’s authentic voice at the heart of social strategies is critical to success. You must be:

BelievableInspiringAcceptingInclusive


It represents a principle that is inherent in our nature and value systems

SHARESimple

Helpful

Alternatives

That are Reliable

And Easy to Use


A social strategy doesn’t rely on coolness or tools as its measure of success. It relies on

interest, trial, adoption and engagement

And as such…

It benefits from the scale of use It benefits from the quality of the contentIt benefits from the value its users derive

It grows organically.

And as such, with help, it becomes evergreen by continual nurturing


BuzzPeople will try something because others are buzzing.

However,

They will only adopt it and proceed to engagement as long as it meets their needs

They will only continue to engage as long as it does


So, in order to be socially credible outside your organization, you must be

socially credible within the organization

Your culture must be – whether it is now or needs to evolve there – one of knowing who you are and what you stand for

Your company’s values must be demonstrated in who and why you approach anyone in social dialogues


Scarcity brings clarity

When you elect to be something – or represent yourself as something,

you inherently choose not to be something else

These are times of carefully considered choices, and the economy shines a bright light on the impacts of choices


Maybe 20 percent of a company’s customers will

become advocates.

Companies need to serve as many customers as they can

However, they need to love and embrace those 20 percent and keep them front and center in their heart, mind and the application of their effort


We are in a time of

unequal effectsThe rapid growth of the internet has amplified the impact of unequal effects

One voice, amplified sufficiently can stir the actions of many


Every company has limited capital

including social capital

In these times, it must elect to invest it well. It must be aligned to principles and values, and invariably, we end where we begin

Who are you?


Implementing a social strategy implies you have one

Who are you trying to reach

Why are you trying to reach them

What needs do they have

How are you helping them meet those needs

What tools are you giving them

How do you expect them to interact with the tools

How do you expect them to interact with each other

?


IT Business Analyses & Common Services

CustomerAnalyses (profile)

CustomerBehavior

Product & ServicePerformance

Asymmetrical advantage

Ways of listening

Ways of assessing impacts

and optionsWays of assessing impacts

and options<Customer Listening

Customer Learning and Understanding

Customer Insight application insights and solutions to maximize effective and efficient customer interactions

Listen Learn Engage

Acting in a virtuous cycle to continually create benefit and increasingly intelligent enterprises

Harvest


Exercises Fear and Cynicism Monetization of Data Social Media Scan Mobility Widgets and Wow Being an Aggregator doesn’t mean you aren’t a retailer

social provocation

Technology