1. The Social Continuum From Social Media to Social Business

2. overheard The Social Continuum 2 “It's time for us to step into Social Mediaand engage the conversation"

3. The Social Continuum 3

4. The Social Continuum 4 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 theresocial 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

5. The Social Continuum 5 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

6. The Social Continuum 6 This is called Social Media Marketing or Marketing 2.0

7. The Social Continuum 7 but it should be called Marketing 1.0001 since those are just old practices transposed into digital media

8. The Social Continuum 8 When entering Social Media, most brands and agencies believe they are dealing with anothermedia, but they truly deal with social

9. The Social Continuum 9 social as in social web, is an entirely new and unknown territory

10. The Social Continuum 10 Brands are opening Pandora’s box without ever noticing

11. The Social Continuum 11 When, in 2004, Mark Zuckerberg created a small website to allow his Harvard fellows to connect with each other...

12. The Social Continuum 12 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

13. The Social Continuum 13 When, in 2006, Jack Dorsey created a little service to stay in touch in real time with his friends and relatives...

14. The Social Continuum 14 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

15. The Social Continuum 15 And all this is just the beginning

16. The Social Continuum 16 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

17. The Social Continuum 17 This is called Customer experience

18. The Social Continuum 18 Customers do not want to be brands' friends, fans or followers. They want to share their experience.

19. The Social Continuum 19 They want to co-create value with brands

20. The Social Continuum 20 When entering social media, brands give their customers a voice which will never stop

21. The Social Continuum 21 Dealing only with the 'media' in social media is like ignoring this voice

22. The Social Continuum 22 But listening to this voice will change the way business is done FOREVER

23. The Social Continuum 23 This is called Social business

24. The Social Continuum 24 The social territory give brandshundreds of millions of new touch points with their customers

25. The Social Continuum 25 While listening to conversations, brands can now learn from every single user's experience

26. The Social Continuum 26 They can gain new invaluable knowledge from these conversations

27. The Social Continuum 27 Knowledge about creating better services and products

28. The Social Continuum 28 Knowledge about better serving their customers

29. The Social Continuum 29 Knowledge about what customers really want, not about what brands think customers want

30. The Social Continuum 30 This is part of what is called Social learning

31. The Social Continuum 31 Social learning is the key which will allow organizationsto capture and harness those knowledge flows.This means:

32. The Social Continuum 32 Informal learning Knowledge strengthens from diversity and sense-making, weakens from silos and boundaries

33. The Social Continuum 33 Collaboration & Communities Employees, too, are joining the conversation and sharing knowledge

34. The Social Continuum 34 Co-creation Knowledge belongs to interaction and openness,not to repositories

35. The Social Continuum 35 Social learning is an iterative, non linear process which capitalizes on networked knowledge flows

36. The Social Continuum 36 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, …

37. The Social Continuum 37 Co-creation of value, knowledge sharing and collaborative learningis the future of business

38. The Social Continuum 38 Thierry de Baillon tdebaillon@socialearning.fr @tdebaillon Socialearning http://www.socialearning.fr Mark Zuckerberg and Jack Dorsey photos from Wikipedia Commons and released under the Creative Commons Attribution 2.5 license