My RISE University Talk on Social Business – Why it is important, why it is not a fad and here to stay. "Social business, as defined by Dave Evans, is the application of social technologies as a formal component of business processes – revolves around understanding how your customers or stakeholders connect to Your business to understand, accept, and innovate based on their involvement. Social Business IS about integrating all your business functions: customer support, marketing, the executive team and everyone else for the purpose of creating collaborative innovation And engagement at meaningful, measurable levels tied clearly and directly to your company’s BUSINESS OBJECTIVES."

1. As told by Elizabeth Quintanilla a fearless Business Detective, and Marketing Gunslinger! @equintanilla

2. Sea of Shared Knowledge I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friendshave seen, heard, believe or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings. Tim Berners-Lee (1995 @MIT)

3. “Social Business – the application of social technologies as a formal component of business processes – revolves around understanding how your customers or stakeholders connect to Your business to understand, accept, and innovate based on their involvement. Social Business IS about integrating all your business functions: customer support, marketing, the executive team and everyone else for the purpose of creating collaborative innovation And engagement at meaningful, measurable levels tied clearly and directly to your company’s BUSINESS OBJECTIVES.” – Dave Evans Social Business - Definition

6. Funnel – “Social Word of Mouth” – Dave Evans

7. Help People Come Together!

8. Not a Fish but What is this?

9. EQ where? @cafecaffeine @greenmusecafe @KickButtCoffee @gahcc @PCAustin Fault Line Flyers Pure Austin Lake Travis and places that accept GoLocal

10. Content: Not just words Content: Any form of published information Not just what is written in the paper! Don’t expect PRIVACY IN SOCIAL MEDIA!!!

11. Do I want MY Pic saying this on Google?

12. Content: Not just online Touch Point: interface of a product, a service or a brandwith customers, non-customers, employees and other stakeholders – before, during and after a transaction respectively a purchase. Don’t overlook your receipts!

13. Remind Customers What We Do and Want Them TO DO …

14. CASE STUDY: Old Spice 3 Days, 180 Video created by team, Highly Interactive Engaging Team – Respond to Fans in Real Time Day 1: Received almost 6 million views(that’s more than Obama’s victory speech) Day 2: old spice had 8 of the 11 most popular videos online Day 3: Had reached over 20 million views Week 2: Old spice had over 40 million views The old spice twitter following increased 2700% Facebook fan interaction was up 800% Oldspice.com website traffic was up 300% Generated 1.4 billion impressions since launching the ads 6 months ago The campaign increased sales by 27% over 6 months since launching (year on year) Total Sales were up 107% from the social responses campaign work Old spice is now the #1 body wash brand for men.

15. CASE STUDY: Taco Journalism 4 Guys – 1 Taco Blog => New York Times!

16. Engagement – Not just a ring

17. Small businesses depend greatly on relationships with their customers. Besides some search engine optimization (SEO) that can come with the use of social media, the primary benefit can be to deepen relationships with existing customers and finding new customers whom you might not have been able to reach otherwise. Additionally, identifying customers who are evangelists for your business and strengthening that bond can help promote your business further. In advertising the common adage is that it takes seven impressions for someone to decide to buy your product. Social media can help you gain those impressions by providing more visibility to your audience. The downside? Yes, some time, but this can be managed so it might take as little as a half hour per day. The important thing is to have a social media strategy and implementation that is best suited to your business. SocialMediaDynamo.com – Ricardo Guerrero

19. 19 Engagement Relevant (Timely and interesting) The audience cares about and enjoys this content Messages are on brand and reflect the core benefits of the organization in audience perspective Commitment Time and resources are devoted to building a foundation – content, community, feedback The internal team is invested in the effort, helps generate conversation and feels the benefits of a growing community Talkable: Have a conversation People are interacting more frequently, or more deeply Connection: Build your community Builds connections: People are sharing and make recommendations daily People try things from peer recommendations

21. Resources

22. Step by step

23. Online/offline Transition

24. Incentives

26. Passion

27. Story

28. Create Possibilities

29. Connect

30. Open Doors

31. Be Relevant

32. Diverse & Inclusive

33. Innovate

35. Skills

36. Abilities

37. knowledge

38. Information

39. How to’s

40. Leadership

41. Talking PointsSource: Cultural Strategies - www.cultural-strategies.com Armando Rayo, VP, Engagement - arayo@cultural-strategies.com

42. # 1: Never the product always the passion!! Reframe conversation Not about the product Is about the customer What role does product play in customer lives?

43. # 2: Empower People!! More than just content People want to know the good, the bad, and the ugly Give them what they need to know to talk about you Create Ambassadors

44. # 3: Know Thyself Well Old Spice has a powerful identity Your identity is not the same as your competition Not everyone will like you. Find your #11(s)

45. # 4: Never is it just online Buzz is not Twitter Tweets don’t matter Find all Customer Touch Points People believe those recommendations from peeps they know, like, and trust!

46. # 5: Make your advocates feel like Rock Stars!! Lift up your customers Show your appreciation by acknowledgment Say “Gracias, Merci, …” Not just free trips on American Airlines

47. Experts POV: Know Thyself & Customer

49. RECAP: EACH oF the FOLLOWING SLIDEs WILL APPEAR FOR 20 secs

50. A is for Advocacy! B is for Blog!

51. C is for Community!

52. D is for Detective Deliver and Drupal!

53. E is for Engagement and eNewsletters!

54. F is for FREEdom! G is for Google … =)

55. H is for Hosts both kinds! I is for identifying your influencers!!

56. K is for KLOUT! know your influencers … L is for Listening … Are you really listening?

57. M is for measuring! N is for numbers!

58. O is for observations!

59. P is for Participate! Q is for QR codes!

60. R is for ROI! Return on Investment

61. S is for …. Search, Social Media & Social Business!!!

62. T is for Twitter!

63. U is for Unique & Unburritable!

64. V is for Video!

65. W is for Wonder! Never forget what is possible ….

66. X is for Marketing miX!

67. Y is for YOU! Z is for Zen!

68. What will you do to engage your clients and leave the world a better place?