social business

Sharing The 10 Criteria of Social Business Maturity at 3rd InnoFORUM AIT, Athens, Greece

Topic: The 10 Criteria of Social Business Maturity.
ON SLIDESHARE: http://slidesha.re/social_business_maturity
Nathaniel Hansen, CEO of The Socializers, giving closing remarks at 3rd InnoFORUM AIT, Athens, Greece. March 18, 2011.

Athens Information Technology (AIT), an internationally-renowned non profit education and research center in the fields of information technology, telecommunications, and innovation management, was founded in 2002 by the INTRACOM group of companies. In creating AIT, INTRACOM’s purpose was to build on the track record of excellence set by Greek scientists and engineers both in Greece and abroad, and to enable Greece to play a significant future role in these fields. (http://www.ait.gr/ait_web_site/Ait_at_a_glance.jsp)

Falling volumes and budget cuts. What is the role of marketing during a recession?

Question by Dimitris Mavros of PRC GROUP Athens: Falling volumes and budget cuts. What is the role of marketing during a recession?

Nathaniel Hansen, CEO, The Socializers answer: Motivation, Customer Service, Education, Culture-change, Leadership. But most of all, to be Heretics vs. Fundamentalists.

Step 1: Evaluate typical local messaging and methods of communication around recession. Gain Insights through Social Intelligence Projects and on-going social media monitoring.

Step 2: Compose “culture-changing” messaging, campaign strategy and brand orientation. A good heretic and thought-leader will be able to pump out vast material around this within a solid 7-10 days. Focused creative project.

Step 3: Segment your market and “culture-change” packages and start selling. Informed by insights and data analysis.

Step 4: Identify critics ahead of time and chart how their critiques may fuel the fire of your creatives. Give your creatives license to be on-fire Heretics through culture-changing activities. Study the Eleftherians in Greek myth, like the god Eros for basic archetypal material to inform the ethos here.

Step 5: See PR as a vacuum-cleaner. Uphold Assange-types (Wikileaks) as internal cleaners, preparing the enterprise to go social. Have a plan regarding external gossip and internal junk.

Step 6: Crowdsource the entire economic and political landscape. Big and great project! The customer will decide next year’s (a) product line and design (b) distribution channels (c) campaign style.

Business Presence 2011

Consider some of the steps below as you move into 2011.

1. STUDY: http://mashable.com/ + http://www.readwriteweb.com/ + http://techcrunch.com/ + http://thenextweb.com/ + http://www.web-strategist.com
2. MAKE A BUSINESS PLAN: http://bit.ly/make_it_happen
3. GATHER AUDIENCE INTELLIGENCE: http://bit.ly/audience_intel
4. REFINE BUSINESS PLAN (based on intelligence)
5. CLAIM YOUR PROPERTIES IN THE SOCIAL INTERNET: http://knowem.com/
6. PREPARE CONTENT: http://bit.ly/content_grid + http://www.behance.net/products + http://mashable.com/dev-design/design/
7. GO MOBILE: http://on.mash.to/go_mobile
8. BUILD AN APP: http://on.mash.to/create_app
9. SCHEDULE YOUR CONTENT DELIVERY: http://hootsuite.com/ + http://www.socialoomph.com/ + http://www.ping.fm/
10. MONITOR AND ADJUST: http://bit.ly/audience_intel

Scenarios for using information from social monitoring tools

Growth means change and change involves risk, stepping from the known to unknown.

In all fields of business, there are varying levels of sophistication. The small business owner juggles bookkeeping, rent, vendors and customers and, if he is lucky, has time left over to take his original business plan one step further via Marketing and Sales activities. The medium and enterprise level businesses have a responsibility to analyze their markets through best-practice business intelligence and innovate. Growth means change and change involves risk, stepping from the known to unknown. The open seas that enterprise-level businesses chart require captains and admirals who can judge when and how to take such risk.

New technologies aid such leaders in their future plans. The most important members of the team in this respect are the SCOUTS. In the world of social media marketing, the scouts are social intelligence providers. It is the responsibility of these scouts to discover the VERY BEST sources of intelligence in a specific vertical or world region. It is important to note that social media monitoring tools come in all shapes and sizes with varying angles on what is and is not important.

The least sophisticated customer of social intelligence signs up for one or two free or low-priced tools and develops guidance straight from data posted within these tools. Trusting the charts, sentiment ratings and influence scoring, he heads out into the social fabric of the Internet and connects with his customer through a specific social graph. Within two weeks, due to this intelligence, his Facebook company page has gathered upwards of 1500 followers due to a targeted ad campaign and he has sold 500 units of his product. One or two major influencers (a national Magazine or a large regional newspaper) picks up on the product, reviews it and he makes even more sales. Within two months of listening to his customer, he has set up a booth at no less than two major trade shows and is now being wooed to a B2B relationship by a large retail chain. Twelve months later, he has sold his product concept, designs and plans to a global brand for seven million dollars and takes some time off on the coast of Italy to reflect.

The medium and enterprise-level customer goes much further in their requirement. This customer of social monitoring intelligence wants his provider to develop insights and recommendations from the masses of data that come through a WOMMA-ethics-level tool…that is, a tool that has total, or near, access to firehoses from “walled-gardens” like Facebook or the giant Amazonian rivers of Twitter. He then wants that provider to write up a brand booklet complete with a few neat charts and a storyline of how the brand may utilize the current climate for maximum growth.

To go further, the Business Unit Manager of the marketing agency working with this enterprise-level customer wants the intelligence provider to produce a few infographics, even featuring Montage style real-time feeds for the Brand Manager to witness the immense flow of data that has been analyzed. But not too many feeds, maybe two or three.

Along with this infographic, the Business Unit Manager from the agency provides the Brand Manager with a comprehensive business plan that charts the growth of the brand over the coming year, its relative competitive weaknesses and advantages (SWOT style or another scenario planner) and a few preliminary creative mock-ups of the customer-facing solution. For internal business solutions, the Business Unit Manager recommends a few choice third-party vendors to come alongside the team for sCRM, a possible re-vamping of how collaboration takes place in the organization and re-vitalized, efficient HR.

The happy Brand Manager gets to go to her Marketing Manager and GM and show off a plan for her brand(s) that will elevate business by a nice percentage, decrease overall internal costs, address any outstanding PR and Customer-Service related issues and foster a glowing relationship with the community in her region through a customer-centric ad/marketing campaign. And, due to the entire solution being driven through social business, she has decreased the ad spend by 60%, saving money in the process. Time for a Google-style raise, boss?

For an important new study on Customer Intelligence Trends 2011, see the following Forrester Report: ‎”At the same time, the demand for insight — not just data — in real time creates a challenge but also a huge opportunity to extend the value of Customer Intelligence throughout the enterprise. Leading CI professionals who evolve and adapt to these trends will quickly find themselves at the nexus of the business.” ~from Customer Intelligence Trends To Watch In 2011 (http://bit.ly/customer_intelligence_trends_2011)

Ultraintelligent Machines, Transparency and Progress

Let an ultraintelligent machine be defined as a machine that can far surpass all the intellectual activities of any man however clever. Since the design of machines is one of these intellectual activities, an ultraintelligent machine could design even better machines; there would then unquestionably be an ‘intelligence explosion,’ and the intelligence of man would be left far behind. Thus the first ultraintelligent machine is the last invention that man need ever make. ~Statistician I.J. Good, 1965

All it takes is one technology – Artificial Intelligence, brain-computer interfaces, or perhaps something unforeseen – that advances to the point of creating smarter-than-human minds. That one technological advance is the equivalent of the first self-replicating chemical that gave rise to life on Earth.~AI researcher Eliezer Yudkowsky, 2001

TECH IS A HAIR BREADTH AWAY FROM SELF-AWARENESS: Technology is within a hair’s breadth of becoming self-aware. The social networks and properties may be seen as a mass effort by humanity to train our tech to first mimic and then evolve our actions. The intimacy of human-tech relationship has become a red-hot love affair.

I can forget my wallet at home but woe is me if my cell phone remains on the bedside table! With mobile now fully poised to take over as THE access point to all my information and action, that iPhone or Android becomes THE lover in my pocket, my EVERYTHING. I can dock my phone and access all of my content with a wireless keyboard and mouse and my 55″ 3D 1080p screen. And I can store 60 GB of my information in the cloud for $10 per month, giving me the power to link in to my info from anywhere at anytime.

And ALL of this information is scanned and makes up the ever-expanding global mind, which systems like the Chinese-made Tianhe-1A can perfect at rate of 2,507 petaflops (a petaflop is one million billion floating point operations per second). Soon all of this computing tech will occupy a transhuman body, like the hospice cyborgs in Asia.

I do agree that we may be closer than one realizes to the Singularity and that AI has advanced to truly FANTASTIC heights. One need only begin at the Singularity Summit, Singularity University and Humanity+ web pages to get thrown in the deep end of this information AND to realize that humans in the know are keeping long hours preparing for this imminent reality!

WHAT WILL IT MEAN TO BE HUMAN IN THE NEAR-FUTURE? So what happens when many more human duties are done by robots? What happens when the Transhumanists reign supreme? How does one look upon this: as an average consumer, as a corporate leader, as a major VC, as a nation-state concerned about security, as a parent raising children, as the leader of a global religion? For some, there is no action to be taken and submission is the only option due to NO TIME. For others, like the leaders mentioned, the conversation becomes philosophical and nostalgic: the good ol’ days of being human are now over.

Now we also, as leaders, have to understand what it really means to be led by our technology. It presents us with possibilities and solutions we may never have considered: Like finding the cure to cancer OR receiving a fully charted investment strategy yielding 125% growth per annum for 7 generations on your desktop OR just plain old peace of mind. We truly have more possibilities before us as humans now than ever YET at the same time we are in an economic crisis. Or are we?

Hear the following quote from the philosopher Aleister Crowley:

“We are in the middle of a world crisis. It is a very good world crisis — better than any crisis we have had before — and there is no man alive with an intellect big enough to grasp the threads of the problems which confront the world today. There are two ways out of that. Either consult a superior intelligence, which Magick shows you the way of doing, or you can develop your own mind, for it has a faculty which is as superior to the intellect as the intellect is superior to the emotions.

All magical operations require a very elaborate training of one kind or another, but I think the only way out is that we have got to put men in charge of this planet who are really more than men. We must get back to the times of the prophets or we must make ourselves prophets. And we must look at world problems from a standpoint which is entirely alien to that existing at present.”

TECH LEADERS GUIDE GOVERNMENTS AND SIT AT THE HEAD OF THE TABLE: Just a few weeks ago, Michael Dell said, “Our report contains straightforward, proven ways to pare back $1 trillion from the deficit while increasing productivity and enabling sustainable competitiveness. We’re serious about helping to provide solutions for the mounting debt crisis, and we’re optimistic that changes today will help lay the foundation for future job growth and innovation for our country.” And the TCC report, entitled One Trillion Reasons, stated: “A $500bn savings opportunity exists by consolidating the government’s myriad supply chains. This would also render the government’s procurement process far more transparent, helping to strengthen public trust.”

With tech leaders applying the power of computing to human inefficiency, we know who the REAL kings of this planet are and will increasingly be. It’s no wonder that men like Michael Bloomberg and Silvio Berlusconi are corporate leaders, political leaders and multi-billionaires. They are the model of the world-king, the Zeus archetype. And men like these have the power and resources to orient tech around cleaning up 20th century messes. Those who have erected Kingdoms of Opacity around the these cesspools are doomed, as we already have seen, while those who embrace Transparency as a route TO greater discovery and engagement with mystery and innovation will rule. The simple mathematical and scientific rule concerning this is Pareto’s Law or Occam’s Razor and Leonardo da Vinci has captured this when he says, “Simplicity is the ultimate sophistication.”

HUMAN INTERACTION NO LONGER SLOWS DOWN TECH ADAVANCEMENT: Our technology’s solutions are so beautiful now and are being packaged to accentuate this elegance. Solutions on the social intelligence front are just one example of this. With Flowtown, I can upload all of my email addresses and see exactly which social properties these entities currently occupy. With another tool just about to launch I can upload my email addresses and know the exact time of day a Facebook ad campaign should run to reach the maximum online users. With another tool also on the verge of launching, I can determine which tweets and FB statuses have the highest chances of being re-tweeted and passed along AND which ad copy will achieve the highest percentage of click-through rate.

Again, with well-priced and effective solutions, we hurdle opaque entities that shroud previously complex processes in secrecy AND end up with BETTER solutions at BETTER pricing. This principle is horizontally applicable across industries AND is the metaphorical basis for human-tech relationship to leap-frog into a new paradigm of leadership, democracy and independence.

Of course, in the context of all this left-brain, progress-oriented talk, there is the question as to whether cyborgs dream of electric sheep or can enjoy the most human of experiences.