Today I went to IBM and SugarCRM‘s “Get Social” social business and social crm roadshow.

Some of the key takeaways from the event include:

Social Business

Roy Lee, Marketing Director at IBM gave the following tips about social business:

• Social business should tie together processes and departments. The IBM definition of social business is a business that is engaging, transparent and nimble.

• Social media v social business – Lee believes that social media is about communication mostly  for marketing and PR. Social business, however, embraces social media but brings the tools and techniques inside an organisation, aligning goals across the organisation as a whole.

• When it comes to social business, Lee believes organisations have to set an AGENDA:

A – Align organisational goals and culture

G – Gain social trust

E – Engage through experience

N – Network  your business processes

D – Design for reputation and risk management

A – Analyse your data

• The most successful way to adopt social business is from the top down, via the senior executives and the board. Then you need to establish a digital council, community managers, a centre of excellence for continued learning and development, content management, guidelines and standards, reputation and risk management and metrics and measurements.

• Lee believes that social gaming is critically important for engaging and IBM themselves have 2 social games internally – “IBM Innovate”, which is a business process management game which involves sharing final scores both internally and externally, and “City One”, a city planning simulation game.

Social CRM

The key take home from Tom Schuster, VP and General Manager of SugarCRM Europe, session on getting started with  Social CRM was as follows:

1. Don’t know where to start with Social CRM? Start with the customer.
2. Next, choose and open source CRM system that allows you to keep up-to-date with changes online.
3. Ensure the CRM has a flexible Cloud infrastructure to allow easy data migration and alignment.
4. Integrate collaborative processes into gathering data and merge all existing data with new data that is gathered to give a holistic picture.
5. Allow users to connect to the CRM using their own tools and platforms.

While the session was very interesting, it didn’t offer any ground-breaking advice or case studies about  social business or social crm. However, it was good to see that social business is finally becoming a key objective for business leaders and owners on a global scale.

This year, Wired magazine hosted their inaugural conference to bring together a community of innovators, inventors and entrepreneurs who are defining the future.

Speakers covered a mind-bending range of topics from  robotics, behavioural economics, product design and 3D printing. Unsurprisingly, social media was a hot topic and on the second day of the conference. Joanna Shields, VP of Facebook EMEA,  talked to us about social media and the future of Facebook:

Facebook – privacy concerns

One of the greatest criticisms that has been directed at Facebook is its handling of members’ data and the risk of private information being used without permission for commercial gain. Shields argued that Facebook is a unique piece of innovation and that,  “there is always anxiety about innovation”. In the same way that consumers were originally uncertain about the use of caller ID on phones, so it is that ideas and attitudes about transparency change over time.

All Facebook can do, said Shields, was to ensure that it is as open and transparent about the way that it handles members’ data – which is why they made their privacy settings more accessible last year.

Of course, with the conference based in London, another issue in many minds was the relationship between social media and the recent riots in the city.

Shield’s response was somewhat predictable – that Facebook needs to make sure it can educate people on how it works and how it doesn’t. And that ultimately, as it is based on true identity, Facebook cannot be a mass organising tool for the anonymous – if people try to use it in this way, they’re going to get caught.

The next big thing? It will be music

Facebook is in the middle of some if the biggest changes it has ever made to the user experience. The introduction of the timeline means that members’ personalities will be able to shine through on their timeline like never before. This means opportunities surrounding very specific Facebook apps which can be used by the individual to contribute to and reflect their personal passions.

Of course, with all the data on Facebook, the lucrative enterprise opportunities have previously been focused on gaming, however Shields gave us some insight that the next big ‘thing’ would be music. With the integration of music apps into Facebook, the social media platform aims to make music more engaging, more fun and more personal.

Data is the new oil. Apparently.

While this may be a slightly strange and annoying cliché by now, data is vitally important for enabling businesses to learn more about their customers and their audience.

I went to a talk this morning titled ‘The importance of growth and the data economy’. There were a number of speakers at the event, but with data at the heart of each of their presentations, there were some key questions answered:

1. Where is all this data about us coming from?

In short, cookies. Cookies are small, often encrypted text files, located in browser directories. They are created when a user’s browser loads a particular website. Cookies can track your surfing habits, that over time build up a profile of your interests.

2. What is being done with this data?

This data is used to target you and show adverts that are meant to be the most relevant to you. For example, on its website, HP is transparent and answers the question about how it uses automatic data collection tools

“HP or its service providers send cookies when you surf our site or sites where our ads appear, make purchases, request or personalize information, or register yourself for certain services. Accepting the cookies used on our site, sites that are “powered by” another company on HP’s behalf, or sites where our ads appear may give us access to information about your browsing behavior, which we may use to personalize your experience.”

This implies that as soon as you enter the HP site that they will be harvesting all of your personal data.

3. So should I be concerned?

What is most important to note about cookies is that you provide the information to them. If you fill out a form on a website and provide sensitive information such as your name, address, email, credit card etc, then this data can be stored in a cookie. If you are concerned about a certain site, you can of course choose not to accept a cookie. In this instance however, I doubt you would want to enter your information into that site anyway.

Ultimately, cookies provide personalisation for each user and the ads that you see are targeted so that they are most relevant for you. After all, an advertiser selling life insurance for over 40′s will not want you to see the ad if you are a healthy 25-year-old.

4. What is the role of data in social media?

Ensuring that there is a joined up approach across the organisation is key. When running a campaign, it is essential that the target audience is the same for the various activities, be it ATL or social media.

Targeting these people can then be done with social advertising on networks like Facebook. However, beyond this it’s important that personalised conversations are happening within your target audience and this is the key place where social activity can differentiate itself.

Establishing relationships with people in of social networks and online communities will help create a more engaged audience and increase the likelihood of these people becoming customers and, in turn, brand ambassadors or influencers, thereby spreading the word in the communities they are active among your key audience.

5. How can I engage with my target audience?

In order to engage with your target audience, you first need to identify them. This can be done by carrying out social media monitoring or using the various listening tools that are avaliable on the market place.

This is only the first step, though. While automated solutions are a great way to keep your costs to a minimum, the real work is then in reviewing the information and then refining it.

Image via Flickr by 160e29c6

We’ve spoken at more social media conferences and events in the last three months than in the first three years of FreshNetworks’ existence. One of the benefits of all the talking has been the opportunity to listen to other social media speakers and experts.

As a social media agency we’re often  asked to recommend a few social media speakers for events (particularly in London and the UK), so I thought it might be useful to note down  some of the people who have recently impressed us and why.

Neville Hobson @jangles – sage advice with a strong PR-slant on social media. I thought Neville was at his best when it came to social media disaster scenarios and social media crisis management.

Gary Veynerchuck – Gary was the highlight of SXSW for me. He’s brimming with passion and energy and has some excellent hands-on social media experience. He spent 10 minutes talking and 45 minutes answering questions. You can easily get a taste of Gary online – just search YouTube. Or submit yourself to the full experience by listening to him read Crush It, his new book

Michelle Goodall @greenwellys – from Econsultancy. Michelle is a great social media trainer. Especially good at educating an audience to give them a common understanding of social media. I’ve heard Michelle speak about social media at a couple of events recently – Technology for Marketing and Advertising and FreshIdeas Events – and both times walked away feeling the learning points were super clear.

Joanne Jacobs @joannejacobs is a force of nature. Guaranteed to wake up any audience, she combines years of  social media experience with a ferocious presenting style. I am certain there is no one more capable of keeping a post-lunch audience stimulated.

James Hart @ASOS_James is eCommerce Director at ASOS.com. James (and ASOS) have been among the early adopters in community building and social media marketing in the UK. He’s a wonderfully open and frank speaker (no social hype, just his practical experience). However, I am told he may have recently hung up his speaking boots.

Geoff Quinn, CEO TM Lewin – I was on stage with Geoff at a recent Retail Week e-commerce Conference. I think it’s hard to beat listening to a CEO talk about where they see social media fit in to their broader business goals. In addition to the fact that Geoff is really open and frank about the process, they have been  giving real ROI numbers and developing detailed plans for the future. You can get a sense of his style from this recent Radio4 Bottom Line interview (disclaimer TM Lewin is a client).

Brad Little @bradleyjlittle – Brad runs Neilsen Buzzmetrics in Europe. As a result he’s great on social media monitoring content and thinking. He’s also full of energy and enthusiasm, and a great speaker.

Anna Rafferty @raffers from Penguin Books. Anna has a great case study on building a community on a budget that really engaged Penguin’s customers. An engaging speaker who provides good takeaways.  Oh and Anna recently recommended Jon Davie from Zone as a great speaker.

Steve Dunn Steve is a very energetic performer. I spoke alongside him at a CIM event and he did a good job of covering off high-level social media basics. In particular he brought a PR perspective.

Chris Brogan – Chris is one of the handful of truly global social media gurus (although I am sure he’d hate the term). I really enjoyed his combination of a conversational and relaxed style with excellent story telling. Chris is particularly good on B2B and SME social media.

Steve Bridger @stevebridger has years of community management experience working with charities and membership organisations. Steve always brings solid, practical tips to his social media sessions.

Louise White @louisecwhite – I really enjoyed listening to Louise recently. She has a refreshingly honest and open style giving a no-holds barred account of life inside a publisher as digital and social are changing the world around them.

Paul Hopkins, Head of Customer Experience at easyJet – I was on a panel with Paul at the Call Centre and Customer Management Conference. As you’d expect, Paul is particularly knowledgeable speaker on customer service opportunities and issues arising from social media. He is heavily involved on a day-to-day basis with easyJet’s activity.

Martha Lane Fox – @marthalanefox – As Digital Inclusion Champion, Martha is clearly an expert on digital engagement issues. She’s also a captivating speaker, always good at pulling out key facts to get her point across.

Dom Sparkes @DomSparkes – Dom runs the moderation agency, Tempero. He’s especially strong on community management of children’s websites and the processes required to run them in a safe manner.

Thomas Power – I have not heard him speak myself, but heard a rave review from Neville Hobsbon on his podcast. Thomas set up Ecademy and is famous for being one of London’s great connectors. Whilst I don’t agree with all he says e.g. “the most important thing about your network is size, not quality” he’s clearly very enthusiastic and engaging.

Matt Rhodes – OK, so Matt works with me at FreshNetworks. I am biased. But time and again he gets rave reviews from his audiences whenever he’s asked to speak about social media. Matt is one of the foremost thinkers on social media in the UK (he’s the reason why this blog is consistently one of Europe’s Top 3 social marketing blogs). And despite being a Cambridge graduate, he generally has an insightful perspective on all social media topics.

Tim Hwang‘s SXSW talk was one of the most entertaining in Austin. Not because of his speaking style, but purely down to the content: What we learned watching kids with homemade flamethrowers. You can catch a great video here.

Two more speakers
These two don’t fit into the social media speaker bracket, but they are two of my favourite business speakers ever:
Dennis Turner – Dennis is Chief Economist at HSBC. He manages to make macroeconomics both enthrawling and easy to understand. A delight to watch.

BJ Cunningham – BJ tells a fantastic story about Death Cigarettes – a brand he founded 20 years ago. He’s a superb speaker.

Your turn
Have you been struck by an excellent social media speaker? who was it and why were they good?

image via FlickR courtesy of LucyFrench123

“The problem with brands in social media is that they act like 19 year old dudes”.
Yelled Gary Veynerchuck at SXSW, excited as ever.

His point was that there is a tendency to approach every interaction with a single goal – sex for the dudes, sales for companies. And to rush towards that goal without pausing for breath.

I have been reminded of Gary’s comment a few times this week. Mostly by the economist, John Kay.

John has a new book out: Obliquity – why our goals are best pursued indirectly. And as a result he’s cropping up everywhere at the moment.

The premise of his book is that the greatest, most profitable companies achieve success as a result of focussing on higher ideals than cash generation. This is not an especially groundbreaking theory – I’ve rarely met a successful entrepreneur who was primarily money-motivated. However I do think he has coined a super phrase and one with a distinct social media relevance.

Obliquity – why social media goals are best pursued indirectly
Success in social media rarely comes from being the 19yr old dude. Sustained social media ROI relies on building realtionships, not converting one-night-stands. The tools of social media provide a new form of communication. As a result they can help you improve products, processes and customer relationships. An indirect, or oblique benefit, might be more sales.

However, obliquity is a tough message when you’re a nervous marketing manger who only likes to spend money on safe bets where ROI has been proven upfront or in advance.

The tragedy of social media is that “digital can be measured”. This drives a desire is to spend £1 and get £1 and 10 pence back before investing more. Whilst such an approach is fine for Google Adwords or other search marketing, social media plays by different rules.

Please don’t act like the 19yr old dude. Customers can spot it a mile off. You’re far more likely to achieve social media ROI if you focus on a different (oblique) business goal first. Use social media to engage customers. Use social media for deeper customer insight or to improve your customer service. The cash will follow.