For those who have been working in the social computing sphere the last few years, either externally or internally, it's become abundantly clear to us that all business is becoming Social Business.
For the rest of us who aren't there yet, major change is still evident: The Web itself has become pervasively social as we've changed both the behavior and expectations of our private lives around so many of the ways that we relate to one another. This includes how much (more) we share information now, actively try to build social capital and our personal brands, as well as how we value others. But make no mistake, we are each still learning much about our newfound ability to directly influence the entire world from our tiny corner of it. The incredible leverage that each of us now possesses ...
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As the year 2009 was drawing to a close, we abandoned the typical fortune telling of what the upcoming year will hold. Instead, we created an open community “idea site” to crowdsource some ideas. We wanted to know what you thought would be the social business imperatives for the upcoming year.
At our recent Social Business Summit 2010 in Austin, Christine Morrison from Intuit talked about some of the lessons learned in their use of Social Marketing for TurboTax. Her presentation reviews four takeaways, including customer trust and authenticity, based upon her experiences.
Below is Christine’s slide presentation, which contains the highlights of her presentation.
At our recent Social Business Summit 2010 in Austin, Charlene Li (@charleneli) gave us a look into some of the content from her new book Open Leadership, which is now available on Amazon.com. In her presentation she makes the case for Open Leadership, and talks about leaders who have the confidence to give up control, but still be in command.
Below is Charlene’s slide deck from the presentation, giving you a brief glimpse into the content of her talk.
The Intention Economy is a phrase first coined by Doc Searls (@dsearls) in an article in the Linux Journal in 2006. While people were discussing attention scarcity, Doc argued that knowing peoples intentions was far more important to marketers than getting their attention. An earlier reference to consumer intention was described by John Hagel (@jhagel) in his 1999 book Net Worth as well. If you look at the trend in social consumer websites you can see that their thoughts are starting to seem visionary, and there are some corollaries in the enterprise.
At the Dachis Group Social Business Summit 2010 in Austin, I had a chance to record a video interview ThoughtFarmer Vice-President Gordon Ross. We talked about intranets and their evolution, some of their larger high-profile client deployments, reducing email, and the strengths of ThoughtFarmer as a collaboration tool.
Customer relationship management has been a difficult and expensive concept for many businesses to operationalize into reality. The rise of social media offers new opportunities and challenges, creating new intelligence sources while requiring new tools to manage unstructured information flow. I’ve adapted a couple slides from my colleague Dion Hinchcliffe, which you can download within this post.
The Listening space just got exciting. Again.
Or should I say the Social CRM space?
Coming from what used to be called a social media monitoring research firm, I find changes in this space very interesting– whether they revolve around the quest for the ultimate metric for engagement, the hot new look of a dashboard, or the advancement of semantic technology. Most interesting is when companies join forces, including oldies like BuzzMetrics and NetRatings and Cymfony and TNS and, those hot off the press, Attensity and Biz360 and Scout Labs and Lithium – both of which are being billed as dominant forces in the suddenly expanding Social CRM space.
Rick Maynard (@kfc_colonel), the Manager of Public Relations for Yum! Brands / KFC Corporation, spoke at our recent Social Business Summit 2010 in Austin about his experiences listening to the voice of the customer.
Attached is Rick’s slide deck from the presentation, giving you a brief glimpse into the content of his talk. If you weren’t at the summit, Rick had some incredibly entertaining stories about his experiences with customers, and how they relate to the KFC brand through social media.
Do luxury brands need social media? Luxury brands are defined in part by their exclusiveness and inaccessibility; social media rebalances power and control via its inclusiveness. So how should these brands get involved?