 Social Business Engagement Summit Keynote—Stan Rapp, Engauge kicked off the first day of Alterian’s 2010 User Conference, Engaging Times Summit. He picked up David’s theme but drilled down into the history of (mostly direct) marketing to explain how powerful the transformation will be.
We now have the most narcissistic consumer ever, they want total engagement, personal connection. Marketing priorities are all wrong: marketers invest in TV and print for which they get low returns while they underinvest in social media. Mass media is dying. Their leaders don’t understand social media (“one to one to every one”), so they can’t create appropriate strategy. New technologies like iPad, mobile, geolocation need strategy. […]
 Social Business Engagement Summit CEO Address—David Eldridge, Alterian set the tone of Alterian’s 2010 User Conference, Engaging Times Summit, with these highlights:
The change of control we’re witnessing is a major societal change. Young people immerse themselves in social media, don’t watch TV at all. Brands have lost trust, and there is major misalignment, too much marketing speak. Collaboration is the thing now, people don’t want to be interrupted (by marketers). Brands need to reduce broadcast and increase listening. […]
From a technology standpoint, social technologies merely digitize certain things that we already do when relating to one another socially. The rub is, most people aren’t terribly aware of how they relate to others or the process they go through when assessing others. This lack of awareness prevents them from using social technologies to create value. From time immortal, people have required periods of experimentation to “get” new technologies and to use them appropriately: flint, fire, gunpowder, electricity, Twitter… […]
These three examples showed how digitally produced social information could change entrenched human problems like war, excessive punishment and imprisonment and mass death by natural disaster. As such, they serve as examples of widespread change that will occur thanks to social networks and work processes. […]
Strategic Web 2.0 Competencies (SWCs) represent a cornerstone of an organization’s effectiveness with social business. They encompass competencies from current and emerging practices on social networking and Web 2.0. […]
Pioneers will move first and seize the advantage, putting themselves in the (digital) room, and you will not be there. Therefore, delaying adoption to remain in the realm of the known may be comfortable, but risk increases each quarter because clients are adopting social networks and changing their expectations of their professional services providers. […]
In the knowledge economy, people are motivated by greater autonomy, mastery, and purpose—not by carrots or sticks.. connectivity is second only to a water pump in its significance to a village.. It will not be enough, as it was back in the early Web, to just leave a website lying around to be found. Business has to become a travelling exhibit, a movable market stall that can be adjusted and placed wherever people are or want to be.. Marketers have begun to view social networks as a significant marketing contact point (and perhaps even more important than traditional channels) for procuring consumer data and knowledge.. people are diving into the Web 2.0 and 3.0 pools before they even know with whom they are swimming.. In 2010 we will see more public agencies taking risks to engage in this sort of “flat” information sharing and insight gathering.. sociology will rapidly become the new economics. […]
Social networks change the economics of relationships because finding, developing and maintaining relationships is far less costly… Watch the migration from Friendster=>MySpace=>Facebook=>? It was relatively fast, people are mobile… Don’t think you are getting anything for free. Even if you are not paying cash, your interactions and position are building a rich data repository for Google or whoever else is providing “free” services […]
The example was IBM’s corporate social responsibility and green initiative. They realized it would be incongruent or unsavory to have a (physical) conference for green initiatives in which people would burn tons of CO2 getting there, so they held it in Second Life. The sales conversion ratio was equal to physical conferences. […]
Social networking insights from the Miami Dolphins’ Jim Rushton, SVP Corporate Partnerships and Integrated Media […]
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