« Innovate or Die : How social Media will help ? » MasterClass with Brian Solis Part. 2
|06/07/2012||Posted by Malika Labou under Social Media|
The special guest, Brian Solis, came to explain his point of view around the topic of the day « Innovate or Die : How Social Media can help ? » (see previous post)
Brian Solis probably doesn’t need to be introduced as he is one of the most prominent thought leaders and published authors in new media. For Solis, co-creation is the key to innovation and innovation is essential to transform businesses.
This is what Brian Solis calls Digital Darwinism. We live and compete in a perpetual era of Digital Darwinism, the evolution of consumer behaviors when society and technology evolve faster than our ability to adapt. People are more comfortable with how things are now rather than how they could be.Customers don’t really know what they want but they know it when they see it.
What is engagement ?
Likes, comments, tweets, retweets- this is not engagement but activity. Engagement is to find where your brand interacts with customers.
Without design on engagement, the collective customers’ experiences become the brand for the connected consumers.
What’s a connected consumer vs a traditional consumer?
- The connected consumer surfs the Web , researches on Google, uses social networks, uses its smartphone, an iPad.They’re always on.
- The traditional consumer uses phones, reads magazines and goes out
There are many ways for a brand to talk to its audience. In the past it was 1-to-1 : with a newsletter for instance and now it’s 1-to-many with social networks.
Whether they like or not, customers contribute to the state of brands simply by sharing their experiences. This is where co-creation begins. Businesses are optimized to work in groups and collaborate in the matrix.
Businesses need to transform, but why ? For Solis, here are the top 5 reasons for transformation:
- A new audience of connected customers are emerging and they are becoming more influential than your business
- Social platforms create new touchpoints and expectations
- The role of the customers (and employees) are greater than the reach of marketing. Co-creation is part of engaged businesses
- Without co-creation, customer activity and shared experiences steers conversations & actions and shapes experienc
- Co-creation improves products and services, builds trust between employees and customers and says to the world : “We’re listening, We’re improving. Thank you”
Who is the social consumer for your brand ? He is an advisor, a decision-maker, an idea generator, an influencer, a peer, an advocate
How can you operate this transformation?
- Become the champion : find the courage to take the first step
- Run an internal audit: for capabilities opportunities and needs
- Understand customer behaviors, needs. Create a short-list of engagement initiatives. The platform and the process should fit the objective not the other way around.
- Scope and metrics: Begin with the end in mind & Dream Big
- Choose a platform selection
- Community engagement/Rules of engagement: define how best to approach target. Determine if the program is private or public
- Transparency : is critical. Set clear expectations and give feedbacks
- Identify patterns and trends in stakeholder inputs
- Reward users for participation with badges points and other forms and acknowledgements, not with dollars and discounts
- Become the change you want to see. Create an innovation center of excellence and lead a culture of innovation based on proven process and results.
Introduces a co-creation playbook that communicates best practices and shows how to launch co-creation programs.
After this excellent keynote, here’s an essential punchline he gave :
“ This is the time of risk takers and visionaries,those who see what others don’t and do or will do what others won’t”
Finally, Brian Solis gave an interview to the famous french blog FrenchWeb