Getting Strategic about Social

Not about technology or specific social platforms

Getting strategic is about:

- dealing with digital Darwinism

- aligning social and business objectives

- “Gen C”, customer experience and the new sharing

#manhunt

#Watertown

#bostonmarathon

#adamscott

#masters

The future arrives too soon

and in the wrong order

Alvin Toffler

The future of business is

shared experiences

Brian Solis

Digital Darwinism, a state of business

failure when technology and society

evolve faster than your ability to adapt.

Brian Solis, Author What's the Future of Business?

If change is happening faster

on the outside than on the inside

the end is nigh.

Jack Welch, former CEO, GE

The big disconnect

In 2012, only 22% of Australian small businesses claim a social media presence, updating daily, compared to 34% for medium businesses and 72% of large businesses. (Sensis)

Most companies surveyed for a recent Altimeter

Group study said they had a developed social

media strategy, but only 34% felt their social

strategy and business objectives were

aligned.

Australians online - demographic percentages

2-17 8.1%

18-24 14.7%

23-34 17.5%

35-49 28.6%

50+ 31.1%

That's 59.7% of Australians online are 35+

Challenge unresearched assumptions

Think Connected Generation - Gen C

UX - from FMOT to ZMOT

and even UMOT

Shared experiences will shape the future of business.

Brian Solis

Connected customers are adopting disruptive

technologies faster than companies can keep up, and

the resulting complexity is overwhelming current

business structures, causing confusion and disarray.

The Connected Company

Brian Solis adds the

Ultimate Moment of Truth

what the consumer shares after purchasing,

fuelling other consumers’ journeys

The point?

brands need to provide experiences

worth sharing

Align Social & Business Objectives: 7 Steps

1. Start

2. Strategise

3. Participate (especially listening)

4. Engage

5. Evaluate (appropriate tools)

6. Re-calibrate

7. Fail forward

The long term goal is social business

- defined by the Altimeter Group as

The deep integration of social media

and social technologies into the organisation

in order to drive business impact.

Image Credits

Coolangatta Beach image - Des Walsh

911 WTC Photo - 9/11 photos, Flickr http://bit.ly/127oeZt | CC BY 2.0

Purchase funnel image - Steve Simple, Wikipedia http://bit.ly/10tdY11 | CC BY 3.0

Neurons image - MikeBlogs, Flickr http://bit.ly/ZfwHKJ | CC BY 2.0

Links

What's the Future of Business? Changing the way businesses create experiences - Brian Solis wtfbusiness.com

The Yellow Social Media Report June 2012: What Australian people and businesses are doing with social media http://bit.ly/ZDj07P

The Connected Company, Dave Gray, O'Reilly 2012

The Evolution of Social Business: Six Stages of Social Business Transformation - Altimeter Group http://bit.ly/12AlFk3

Australian Online Landscape Review February 2013 - Neilsen http://bit.ly/122gXdp

ZMOT: Winning the Zero Moment of Truth - http://zeromomentoftruth.com

What’s The Future Of Business? Brian Solis Tells Us In A Fireside Chat http://bit.ly/11fSZKc

Des Walsh dot Comdeswalsh.com

In a world of change, helping businesses get the social edge

Call to discuss having a no-obligation 30 minute exploratory consultation

International: 61 413 089 355 | Australia: 0413 089 355

or email deswalsh@gmail.com