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The Social Continuum
From Social Media to Social Business
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overheard“It's time for us to step into Social Media
and engage the conversation"
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brand recognition • brand awareness • customers acquisition • lead generation • recruitment • empathy e-reputation • expertise acknowledgment • storytelling viral marketing • influence • conversational marketing
Brands have multiple reasons for going there social media optimization • viral marketing • influence conversational marketing • social media optimization brand recognition • brand awareness • customers acquisition • lead generation • recruitment • empathy e-reputation • expertise acknowledgment • storytelling viral marketing • influence • conversational marketing social media optimization • brand recognition • brand awareness • customers acquisition • lead generation recruitment • empathy • e-reputation • viral marketing
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So more and more brands jump into the social media space to gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends
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This is called Social Media Marketingor
Marketing 2.0
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but it should be called
Marketing 1.0001since those are just old practices
transposed into digital media
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When entering Social Media,
most brands and agencies
believe they are dealing with another media, but they
truly deal withsocial
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as in social web, is an entirely new and unknown territorysocial
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Brands are opening Pandora’s box without ever noticing
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When, in 2004, Mark Zuckerberg created a small website to allow his Harvard fellows to connect with each other...
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He ignored that 6 years later, Facebook would be a 400 millions members' network, where people create content, share content, listen, chat, tag, like, discuss, pay, connect together
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When, in 2006, Jack Dorsey created a little service to stay in touch in real time with his friends and relatives...
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He ignored that 4 years later, Twitter would be a 100 millions members' service, upon which apps are built to allow people to share links, information, location, discussions, ideas, thoughts, sentiments together
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And all this is just
the beginning
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The social territory is filled with hundreds of millions of people talking together about what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what
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This is called
Customer experience
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Customers do not want to be brands' friends, fans or followers. They want to share their experience.
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They want to co-create value with brands
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When entering social media, brands give their customers a voice which will never stop
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Dealing only with the 'media' in social media is like ignoring this voice
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But listening to this voice will
change the way business is done
FOREVER
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This is called
Social business
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The social territory give brandshundreds of millions of new touch pointswith their customers
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While listening to
conversations, brands can
now learn from every single
user's experience
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They can gain new invaluable knowledge from these conversations
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Knowledge about creating
better services and products
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Knowledge about better
serving their customers
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Knowledge about what
customers really want, not
about what brands think
customers want
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This is part of what is called
Social learning
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Social learning is the key
which will allow organizations
to capture and harness those
knowledge flows.
This means:
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Informal learningKnowledge strengthens from diversity and sense-making, weakens from silos and boundaries
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Collaboration & Communities Employees, too, are joining the conversation and sharing knowledge
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Co-creationKnowledge belongs to interaction and openness,not to repositories
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Social learning is an iterative, non linear process which capitalizes on networked knowledge flows
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Almost every department of organizations can, and will, learn that way R&D, Design, Marketing, Human Resources, Corporate Communications, Public Relations, Training, Procurement, Production, Manufacturing, Operations, Delivery, Sales, Logistics, Customer Service, …
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Co-creation of value,
knowledge sharing and
collaborative learning
is the future of business
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Mark Zuckerberg and Jack Dorsey photos from Wikipedia Commons and released under the Creative Commons Attribution 2.5 license
Thierry de [email protected]@tdebaillon
Socialearninghttp://www.socialearning.fr