Be the change you want to see

Continuing my live blog from Social Media Influence at the Marriott Hotel, London. Lee Bryant is up, talking about “Social business inside and outside”.

12.17: If you take the ideas of Christakis and Fowler’s book, Connected, and look at how individuals are impacted by their personal networks and the people attached to the people they know, then you will realise how powerful social networks are in a business. Zappos is a great example of a company which appreciates this (a shoe seller recently bought by Amazon for around $1bn)!

12.24: What if internal practice just can’t change? This acts against talent and initiative: Tall poppy syndrome + the Peter Principle = talent dampener.

12.27: questions for oubound social initiatives:

1. How does customer feedback really change the product?
2. Who actions market intelligence?
3. Can you respond to issues in close to real time?
4. Do marcomms, operations and IT collaborate?
5. Who acts on listening data? Just marketing?
6. How vibrant is your wider ecosystem? (look at what happened when BP forgot that!)

“As far as the customer is concerned, the interface is the product” – Jef Raskin.

12.30: Some useful social business accelerants:

1. Healthy internal, external social networks
2. Super-simple collaboration tools
3. Open data and knowledge flows
4. Sharing as a byproduct of doing work
5. A culture of getting things done together

Why the inside needs the outside:
1. Social customer, market intelligence
2. Create a place to co-ordinate action
3. Expose employees to the fresh air of real time customer feedback

Why the outside needs the inside:
1. A staging post for external campaigns
2. Plan and monitor comms actiivty
3. Connect customers with real sources of internal value deep in the business (people crave authenticity)

Uses a nice image of a made-up pig (“lipstick on a pig”) to show the danger of just using social media as a sticking plaster – of course, social media needs to be all the way through a company, (rather like a stick of seaside rock).

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