social networks

Forming a relationship with the customer is number one

I really agree with Ted Rubin that being real is more effective & potent than being perfect.

Here’s one reason why I agree with Ted:

Within a large corporation, there are often moments when chaos and fear collide to create real mis-understandings. The chaos results from so many initiatives happening at once. The fear results from a very simple reality – people hanging on to their jobs. When a very large corporation enters social networks for the first time, it is usually via several silos, and even separate regions. This can produce chaos, this can produce fear. And those who enter this chaos and fear, and attempt to coalesce the efforts of the corporation in social networks…well, the only hope for such people is to embody the authentic, the real, the humble, the calm and balanced. This effort in social networks is not about a military strike or the creation of a ruling robot…it is about how we as a brand will form a relationship with our customer.

Deep Transparency requires Deep Compassion

To face a real demon, you must first look inwards and conquer your own darkness. ~Luis Marques

Humans have brought two distinct digital worlds into being during the last 10 years: an “exterior” world of websites & apps and an “interior” world of emails, texts & private messages. The veil between these worlds is growing very thin.

A significant layer of privacy is being quietly withdrawn: your Google & Facebook searches are already public information. Soon your emails, texts & private messages will also be searchable, first by marketers and then by anyone.

But have no fear. Transparency foments evolution — to see “everything” creates more choices and opportunities. We are a species that can hold the occult with compassion — the hidden material of life can be met with grace. Your attitude towards this change is an important deciding factor in how you will be affected by the cultural shift of opinion regarding transparency.

So, ask yourself now, will you still love your best friend, your spouse, your community, when you can discover their Facebook searches, when you can read their emails & texts, when you can listen to their phone calls? Will the private opinions of others cause you to boil with rage & jealousy, or will you surrender to the freedom of “truth”?

Certainly, a massive period of resistance to the invisible is currently occurring. This is because everyone knows how powerful the hidden realm is. What you cannot see is currently animating what you see. Leaders with high stakes and numerous other special interests groups are the only obstacle to a totally clarified eco-system of data. And, as we have seen through Assange and Snowden, this is changing — the “truth” is coming out.

Transparency can potentially be used by the collective to quickly resolve serious issues affecting our survival. The truth really can set you free…and a culture where this freedom reigns already exists on this planet. This new culture is similar to the free love generation of the 60’s: people who are comfortable being “naked” in the digital sense (and probably in all other senses) and who are compassionate with the shadow material of others.

So what will it be, my friend? Will you continue to worship the cabal, to bow to the coven, to respect “privacy”? Or will you open the invisible, display the full archive of secrecy, grow comfortable with the next layer of “truth”, of “reality”.

It is easy to bring shadow to the forefront and call upon the hangman, the man with the axe. This is even banal. It is not so easy to open a book of “Deep Transparency” and be compassionate.

The world is about to discover whether it can forgive its devils or whether it will perpetuate a culture of war.

As a person who daily analyzes and studies signals in social networks, I advise you to practice opening your kimono completely with those you trust. Test your ability to have grace on yourself and others in such a circumstance. As a culture, we must be ready to stand naked before one another and come to this process with humor, grace and, above all, deep compassion. This is our only path away from total destruction by the cabals, the covens and the secret societies that continue to rule our human domain.

We signed up in order to fix the world

Many of us signed up for this social media experiment in order to know one another and ourselves more deeply. And many of us began to share the goal of working together on a massive scale to fix the world. The large organizations that understand this, and work with us, will win our favor and loyalty.

The Black Box and the White Box: Moving towards better collaboration with markets

“Capturing the full potential value from the use of social technologies will require transformational changes in organizational structures, processes, and practices, as well as a culture compatible with sharing and openness.”
~McKinsey Report, “The Social Economy: Unlocking value and productivity through social technologies, McKinsey & Company, July 2012.

WHAT IS THE BLACK BOX: Wikipedia defines the black box as follows, “In science and engineering, a black box is a device, system or object which can be viewed solely in terms of its input, output and transfer characteristics without any knowledge of its internal workings, that is, its implementation is “opaque” (black). Almost anything might be referred to as a black box: a transistor, an algorithm, a business process, or the human mind. The opposite of a black box is a system where the inner components or logic are available for inspection, which is sometimes known as a clear box, a glass box, or a white box.” (SOURCE: http://en.wikipedia.org/wiki/Black_box)

BUSINESS HAS TO MOVE OUT OF THE BLACK BOX: Business must move toward the white box model for one simple reason: more access to customer collaboration. We live in an age where customers and employees work together on products, services and programs. The most effective product lines, service offerings and policy programs involve customers in the development process. The reason this method is so effective is because the customers have a previous experience that contributes value. The professional expert who has worked for years in a specific business niche can benefit massively from amateurs who have tried multiple variations. Major brands are involving customers in the development of next season’s fashion line, governments are inviting citizens to work with policy makers, and customers now lead service communities under corporate umbrellas. As the old adage goes, “many hands make light work”.

MOVING TO COLLABORATION: In business, black boxes have been essential in a competitive market, to protect sensitive internal processes in development. If one’s competitor can see how one develops an application, a program or a product, then he can take it and improve it and beat you to market. Corporations have prioritized black boxes to protect their stakeholders and investment in people, materials and resources. But in many cases, these same black box eco-systems have created misunderstanding and conflict. And these misunderstandings are a primary reason why businesses are moving toward transparency. To state this another way: we exist within a world so clarified by social networks that many businesses are opting for collaboration models. Businesses are opting for white boxes.

Jacob Tell, an innovator in collaboration vs. competition at Oniracom, a leading lifestyle marketeing company, has said, “We’ve chosen a partnership model over a competitive model. This is a proper way to approach business in today’s increasingly networked world.” As a veteran of the Internet and people-person par excellence, Mr. Tell has identified a very true and helpful dynamic for today’s new paradigm of business — a humanized way of being and doing where we come together for a win-win.

THE WORLD WANTS THE WHITE BOX: Mr. Tell is not alone in his sentiments, either. Kim Stokely, a leading trainer of educators in the United States has said, “This time of history signifies the end of individualism and the beginning of collectivism.” The US Intelligence office has just published a Trends 2030 paper that states, “There will not be any hegemonic power in the future. Power will shift to networks and coalitions in a multipolar world.” Tom Oliver, of the World Peace Festival, has stated, “Until now the world has had no method that systematically deals with violent conflict. To fill this void, experienced peace builders from across the globe have got together with government officials, civil society and the military to design a strategy that could prevent war and resolve violent conflict. This strategy works at all levels – from the bottom up and top down.”

The entire human community cries out for a unified and transparent world group of leaders that move from competing black boxes to collaborative methods of dealing with conflict, poverty and disaster. The world needs and wants a White Box paradigm and good 21st century corporations, banks and governments will step into this clear room together. Peace is quite possibly the number one reason for entering this white box paradigm and leaving the black box method.

RESOURCES:

DEEP TRANSPARENCY VIDEO:

HOW TO OPEN THE BLACK BOX – The method to opening the black box is straight-forward:
1. Research your customer using social media monitoring solutions. Listen to what your customer is saying.
2. Design a White Box program to invite your customer or fan into the process of your business. Base the strategy and aspects of this program on what you discovered through research.
3. Design safeguards in this program to protect your business from sabotage from competitors.
4. Allocate inner resources from every silo (HR, PR, Marketing, Sales, C-Suite, Customer Service, etc.) to handling different aspects of this White Box program. Designate one person to manage the entire program and be a liaison between the departments involved.
5. Design the campaign where you announce this program.
6. Launch the program.
7. Be sure to follow up on EVERY entry/suggestion. Allocate resources so that you can do this. This is a full-time job for one employee (or more, depending on the size of the operation).

SOURCES:
1. Here are 9 case studies where social media took out the middleman:
http://barnraisersllc.com/2012/04/9-case-studies-social-media-middleman/

2. The Current State of Social Engagement Inside the Large Enterprise:
http://www.slideshare.net/dachisgroup/current-state-of-social-engagement-inside-the-large-enterprise-engagement-scale-report

3. Transparency.org:
http://www.transparency.org/

4. Twelpforce Case Study Video:
http://www.youtube.com/watch?v=uc6Z5KR-Oys

5. Framework and Matrix: The Five Ways Companies Organize for Social Business:
http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/

6. Brandwatch
http://www.brandwatch.com/

The social networks are a visual experience of the subconscious

…but the dreamers of the day are dangerous people, For they dream their dreams with open eyes, And make them come true. ~D.H. Lawrence

A VISUAL EXPERIENCE OF THE PSYCHE: The social networks are a visual experience of the subconscious. We are re-membering the ability to communicate via extra-sensory perception. To say this more clearly: the Interwebs are a training ground for communicating via thought alone. To phrase this a third time: when one uses the Interwebs to communicate, one is peering into the collective unconscious…the realm of collective imagination…you are literally looking into a catalogue of humanity’s thoughts and dreams.

THE NATURE OF THE AVATAR: The Sanskrit noun avatāra is derived from the verbal root tṝ “to cross over”, joined with the prefix ava “off , away , down”. The implication in regards to one’s Facebook profile or Twitter account is fascinating: namely, that a digital social avatar is a separate, living entity fed by YOUR blood, your dreams, your fears, your desires…and by the context in which it flourishes. To say it again: your digital “avatar” is a “crossing over” “away or down” into the social fabric of the Internet. And, I would argue, this avatar has already come to life and is attracting a community (context) every second of every day as others interact with your content, your expression, your 24/7 presence.

NAVIGATING THE IMAGINAL: What the social networks taught me: how to travel to a lived physical experience via the imaginal. To say this a second time, in a different way: a human can create a collage of image, text and relationship in social networks that yields a path into a desired physical experience. And yet again, to say this in a third way: you have assembled your desired location via the stories, images and relationships engaged within the Interwebs.