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Weaving social
deeper into your
organization
SOURCE: GABLUDLOW ON FLICKR
Social is a serious business tool.
It’s a capability, a competency
and a culture.
campaignssw
eepstakes
ads
contests
engagement
likes
.3%PTAT on Facebook
SOURCE: DJ CRAZY GABE ON FLICKR
SOURCE: FACEBOOK
Media
We assume people care.
“Most of us go through life finding it hard
enough to have good relationships with
the real people in our life, let alone all the
brands we buy.”
- Bruce McColl - CMO of Mars.
“
“
Our task is not nurturing
enthusiasm,
but overcoming
indifference.
- Martin Weigel - W+K.
Trigger
Peak of inflated expectations
Trough of disillusionment
Slope of enlightenment
Plateau of productivity
3
Social is
not a
silver
bullet SOURCE: SEANNAKAMURA ON FLICKR
Internal
education
is critical.
SOURCE: ESCHIPUL GABE ON FLICKR
Social media
to
Social utility
SOURCE: OZINOH GABE ON FLICKR
Some examples.
Retail
Experience
Co-creation &
Storytelling
Insight
Innovation
Collaboration
Sony Insiders
Retail
Experience
Co-creation &
Storytelling
Insight
Innovation
Collaboration
Retail
Experience
Co-creation &
Storytelling
Insight
Innovation
Collaboration
3,500 contributions
10 countries
3 weeks
A completely new
perspective on TV
as one device in a
larger entertainment
Retail
Experience
Co-creation &
Storytelling
Insight
Innovation
Collaboration
Retail
Experience
Co-creation &
Storytelling
Insight
Innovation
Collaboration
Retail
Experience
Co-creation &
Storytelling
Insight
Innovation
Collaboration
Retail
Experience
Co-creation &
Storytelling
Insight
Innovation
Collaboration
Retail
Experience
Co-creation &
Storytelling
Insight
Innovation
Collaboration
Retail
Experience
Co-creation &
Storytelling
Insight
Innovation
Collaboration
SOURCE: FEDERICO RAVASSARD ON FLICKR
SOURCE: SAMA093 ON FLICKR
SOURCE: GRAYLIGHT ON FLICKR
SOURCE: BEV AND STEVE ON FLICKR
SOURCE: DUSTY_PEN ON FLICKR
SOURCE: DRINKYCLOWN ON FLICKR
SOURCE: APRILSCREATIVES.WORDPRESS.COM
Social can be functionally integrated into
process, product and culture. It can go far
beyond campaigns and become a critical
business utility.
- Lense of your brand and business.
- Start and end with education.
- Measure everything.
- Breath and stop reading mashable :)
Questions?

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Weaving Social Deeper Into Your Organization - Outdoor Retailing Summit Presentation August 2013