social business
TRANSCRIPT
Social Business
Bret L. Simmons, Ph.D.www.bretlsimmons.co
m@drbret
Do you know everyone in the
room?
SocialAllied with Friends
MediaMeans of
communicating
Scott McKain, 1/14/11
Social Media for BusinessMeans of communicating with those friends with whom you are allied to continuously improve and grow your
business
Remarkable BusinessWhat is the single most important thing you need to do on a daily basis if you want to grow your business?
Loyal customersRemarkable products/services
Remarkable operationsRemarkable employees
You
Are you remarkable?
This isn’t just business, it’s personal
Mitch Joel
BrandThe set of expectations, memories,
stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer
(Seth Godin)
Remarkable Brand
RelationshipsChoiceTalkValue
Action #1: Your Top Competitor
• Good or bad relationships with customers, employees, community?
• Why do people choose them?• What do people say about
them?• How does their value differ
from yours?
If I were your competitor
People are talking
Customers
Employees
Suppliers
People are talking
You earned everything
they say about you
Customers
Employees
Suppliers
What’s new?What’s new?
Speed, reach, and impact of good and
bad news about your business
How are you responding?
Business as usual?
Something new
You and your employees
Social Objects• Documents• Video• Audio• Pictures• Presentations
Your Website
Video, Audio, Presentations
Content (helpful social objects)Conversation
Influence
Social Customers
• Convene – not control – the conversation
• Help them find you, and when they do, make sure they have a reason to say good things
Action #2: Social Objects
• How do you create social objects?
• How do you convene conversation around those objects?
• Join the conversation: By the end of the week, write a review on Yelp or leave a comment on a blog
Social Employees
• You are outnumbered• Remarkable leadership• Reasonable openness • Sandbox covenant• Hire digital citizens
Reasonable Openness
• Respect that your customers and employees have power
• Share constantly to build trust• Nurture curiosity and humility• Hold openness accountable• Forgive failure
Charlene Li (2010)
Sandbox Covenant
• Sandbox: clearly defined boundaries where it is safe to operate
• Covenants: promises with shared accountability
• Structured openness Charlene Li (2010)
Digital Citizens
Hire employees with a demonstrated track record of being professionally personal with the tools your business needs to use (e.g. blog, Facebook, Twitter)
Action #3: Recommendation
• What do your employees say about you to their friends and family?
• How do you know?• By the end of the week, join
LinkedIn and write a recommendation for a former employee or employer
• Strategic opportunity• Operational excellence• Give everyone that touches
your business something good to say
• Convene the conversation• Become a valuable social object
factory
Key Points
Customers
Employees
Suppliers
Questions?
Social Business
Bret L. Simmons, Ph.D.www.bretlsimmons.co
m@drbret