Get BOLD Social Business Coffee Break Sandy Carter | VP, Social Business Evangelist IBM Corporation

Follow me @ sandy_carter http://twitter.com/sandy_carter

Subscribe to my blog http://socialmediasandy.wordpress.com/

Don’t act like a Jellyfish when going social with your brand

•They don’t have a brain to think ahead

•They just float around, consume and spray out

•They do not learn

Four Eras of Brands

1900s-1930s

Brands as Identifiers How do I find it?

1930s-1990s

Brands as Symbols How do I find quality?

1990s-2000s

Brands as Individual Relationships

How does this brand relate to my personal values?

2000s +

Brands as Dynamic, Social processes

How does this brand matter to my social community?

Source: based on research from Dr. Stephen Vargo (Univ. of Hawaii), and Dr. Robert Lusch (Univ. of Arizona)

In the 4th Brand Era, You Must Build Brand Value with a Community

1. Plan your social business journey and destination

2. Engage your customers; don’t just spray brand messages

3. Learn from your engagements

Plan your journey – Map Business Goals and Priorities

Business Goals

Reach

15%

Market

Share

Support

marketplac

e financial

literacy

Increase

products

per

customer

Enable

superior &

rapid

customer

service

Social

Heatmap 1 2

Goal Business Challenges to

achieve Goal

Issues Impacted

Audience(s)*

Potential Social Initiatives

Reach 15%

Market Share

Lack of physical presence

Maintain current

distribution model

Migrate legacy phone-

centric customers

Strong core

segments –

growth requires

expansion

New product dev,

intro, education

Call Center scale

“Traditional” cust

segments

New Customers

“web friendly”

prospects

Customer Service

Reps

Product Managers

Provide “physical” perception for online channel

Build online relationships with people vs. virtual

CSRs, … (faces, names, …)

Virtual café

Expand Social Ambassadors

Engage customers in product innovation

“How to you bank when there isn’t a bank?”

Example

A

5

Plan your journey - Assess if your Company Culture is ready

Cultural Theme Culture Questions C = Current D = Desired

1 2 3 4 5

Boundaries Isolated functions Cross functional cooperation

Teaming Individual competitive Team oriented

Learning Slow adopting new skills Continuous learning culture

Management Style Controlling Delegating

Horizontal Comms Bureaucratic, formal channels Free communication up the org

Open Comms Guarded communication Open communication

Initiative Follow specific instructions Take initiative

Risk Tolerance Punish mistakes Learn from mistakes

Pace Slow, cautious pace Fast pace

Rules / Process Keep to rules Ignore rules

Hierarchy Many organizational layers Few organizational layers

6

eats strategy for lunch!

Follow me @ sandy_carter http://twitter.com/sandy_carter

Subscribe to my blog http://socialmediasandy.wordpress.com/

8

Available Now

ISBN-10: 0132618311

ISBN-13: 9780132618311