The Socializers
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Archive for the ‘ social business ’ Category

Earlier this morning, I tweeted a series of actions a large enterprise could weave together for superior planning and campaign execution. The following sequence is an expansion of those tweets into a powerful method for market research and execution of digital campaigns/building of social communities online:

1. Achieve superior market intel by pairing newly minted predictive data solution at @Fliptop with the truly massive product index at @Indix

Fliptop is providing predictive lead scoring using internal and external data. Connects with CRM and Marketing Automation to deliver immediate impact to increase revenue. Indix is offering software for product aware apps, product intelligence, price intelligence, competitive intelligence. Indix has produced what they claim is THE ultimate map of all products on the planet. When one pairs scored leads relative to specific products, one has assembled pools of ideal customers. Pairing Fliptop with Indix is a method for assembling pools of ideal customers for products.

2. Continue the project mentioned in last tweet using @Fliptop & @Indix by appending deep social media resources via @FullContactAPI.

Full Contact offers a mechanism for appending social data to emails in the context of a spreadsheet. When an organization takes the “pools of ideal customers” from the previous step and then appends social data to each customer in its CRM, the result is a way into the deep conversations occurring around specific products. An analyst can also extract other meaningful connections through studying what specific pools of customers are talking about and what trends are developing in those pools. More on how to find those trends in the next step.

3. Bring further depth to aforementioned @Fliptop @Indix @FullContactAPI project by processing entities thru @RecordedFuture temporal analytics.

Recorded Future scans hundreds of thousands of quality public web sources, including news publications, high-caliber blogs, social media platforms, financial databases, government websites, and much more. From these open sources, RF identifies text references to entities and events. Then RF detects time periods: when the events are predicted or reported to occur. Each reference links back to the original source. RF can explore the past, present, and predicted future of almost anything in a matter of seconds. RF’s analysis tools facilitate deep investigation to better understand complex relationships, resulting in actionable insights.

When an analyst takes entities from the previous step in this process and performs analysis on these entities, he has the opportunity to find specific times in the future when a product might be better received. In addition, there may be an opportunity through using the specificity of Recorded Future to literally change a future event simply through when a product is launched. RF offers an analyst myriad signals from web intelligence that can inform a smarter strategic positioning for product launch, product recall and customer acquisition. By knowing what is happening with prospects and competitors through the RF panel, a product dev team can more accurately create a unique selling proposition in the marketplace.

Watch this video for more on how Recorded Future uses web intelligence to produce foresight in markets: http://www.youtube.com/watch?v=a62XTMufWQI

4. After using @RecordedFuture (step 3 in this tweeted process), apply @Brandwatch to extract meaningful mentions from resulting data set

Brandwatch is offering a superior listening & data visualization solution that will bring precise conversation analysis into this process. In addition, one may assemble a scale of influence relative to a product, market segment and/or pool of customers. Finally, Brandwatch has just launched a powerful data visualization format called Vizia that is helpful for C-Suite decision makers to quickly digest complex analysis on a real-time basis. The solution rivals previous set-ups by rivals and will inform the next generation of social media control centers globally. See this sample of Brandwatch Vizia in action: http://www.youtube.com/watch?v=wvx_yNn_McQ

5. As the penultimate step to ultimate customer intel, deposit nice neat sheet from previous 4 steps into @SpotRight machine for laser insights.

We can further refine insights derived through the Brandwatch methodology by placing data into the Spotright.com process, where truly massive amounts of customer intelligence have already been segmented, tagged and defined. No entity on the planet has assembled such an expansive and deep set of intelligence on individuals as Spotright.com. The principals at Spotright bring a rich diversity of backgrounds and have assembled the ultimate catalog of individuals who buy products. A team choosing to use Spotright at this stage will find verification of previous findings AND, importantly, matches to its internal CRM of customers. Spotright is how to find customers just like your existing regulars.

6. For awareness-bulding actions based upon previously tweeted research sequence, execute campaigns using @JiveSoftware for maximum reach.

To bring an enterprise portfolio of products to market, use Jive Software. Now that the full market research has been completed in the previous 5 steps, it is time to take action. A powerful solution for taking action is Jive, which blends internal facing and external facing capabilities, making team-work across the silos far more efficient. In addition, Jive offers a suite of solutions for building awareness on a massive scale in the social fabric of the Internet. Watch this video for more understanding of how this works on the inside of a large FMCG group: http://www.youtube.com/watch?v=_ISa0VBkyOM

To run this six step process is a means to unlocking powerful potential in online communities for community engagement and sales growth.

I had the unique opportunity recently to be led through Spotright’s technology, case studies and outlook. In short, I was blown away by what I saw.

In any industry, there are those exciting moments when the right people and circumstances yield the solution everyone has been looking for. Spotright.com is an example of this for the social analytics and data research niche. Spotright.com has mixed the largest sources of data with technology to append, analyze and segment in a way unrealized by its competitors. Mix in the incredible team leading this Boulder-based tech company and you get a recipe for THE winning source of customer intelligence.

Let’s take a closer look at why Spotright is the leader:

The source: Everyone in the United States. Spotright.com has an executive team that blends digital, direct and online sales backgrounds from the nation’s largest entities involved in each of these realms. Using their rolodex these last three years, Spotright has culled from the richest sources of data. In short, they have every name, every address, every email and a whole lot more in their source data set. That kind of comprehensive resource is not easily assembled or maintained. Spotright has achieved this milestone.

The append: Spotright leaders were wise to see the benefit of appending social data to their immense data set. And they are even wiser to see how this same action performed for the largest business entities would be tremendously valuable. Perfecting the append has been another incredible achievement at Spotright. No-one in the research industry has accomplished this volume of social data append. No-one. (An important note on the append: Spotright uses Twitter and other publicly available data to tap into the social graph for analysis).

The analysis & segment: If I am Target Corporation and I want to know which of the 22.7 million likers of my Facebook page spend the most money in my stores, the only entity I can go to for this type of analysis is Spotright. In addition, Spotright will deliver finely sifted segments of my internal CRM, showing me missed opportunities for sales, marketing and vital PR victories. That type of analysis yields the potent action that directors at any corporation are asking for day in and day out. (Of course, the personal data transferred from corporations for such work is stored anonymously for matching to 1st party data, in order to respect privacy best practices).

The future: Spotright is already delivering the finest customer intelligence to corporate America through its vast data set, its superior append/analysis process and its segmentation formula. Spotright is staffed by the best of the best from online marketing, direct marketing, data analysis, cloud technology and online sales. Spotright has proven its model with very large corporate entities and has case studies that are truly pioneering in the field of customer intelligence.

CONTEXT & PROBLEM:
Recently, I sold a list of 500 prospects to a mid-sized trading company based in Europe. The executives at the trading company were puzzled by the individuals I had selected from our internal data set of roughly 65,000 GCC-based business people. Expecting lower income-level individuals, the executives at first reacted with dismay, as though possibility and opportunity would be limited.

My email in response to the executives was simple:

“Yes, in my experience, forming relationships with such individuals is extremely lucrative. I am happy to show you what I mean. Typically, the traders you refer to are temporary quick revenue at a small level, whereas relationship marketing and content marketing aimed at peers results in much higher, long term revenue. Again, I am happy to send you very specific, step-by-step methods for doing this type of marketing.”

CONCEPT RELATED TO THE PROBLEM:
The concept of B2B relationship marketing to peers within one’s own industry remains foreign to numerous executives. The notion of collaboration in B2B settings, even with one’s previous top competitors is very difficult to unpack in more conventional settings. But today, this is where the real value and wealth of networks resides. The Network Archetype is critical to understand here.

HISTORY OF THE NETWORK ARCHETYPE:
Although networking seems like a modern action linked to career growth in the media age, its roots go back to the ancient world. Networkers expand influence by forging alliances and making connections among vastly different groups of people, and can be traced back to the intrigues of the Middle Ages, Greece, Rome, and ancient China. Networking would also have been an integral part of any military alliance as well as all social and clan confederations in prehistory. In its positive aspect, this archetype helps one develop social flexibility and empathy. This flexibility and empathy enables the archetype to find commonality with others who might not at first seem to be potential friends or allies.

SOLUTION FOR THE EXECUTIVES:
The executives referred to above asked me to send the proposed strategies and tactics, along with email/phone scripts and actual examples of how I had effectively run B2B marketing campaigns. Below are the exact steps I sent to the executives:

METHODOLOGY – STEP 1 – THE PRIMARY PROSPECT:
1. We discovered his (the Primary Prospect’s) social links through our social business intelligence tools.
2. We discovered his contact info by exploring the WHOIS database (using his registered URLs).
3. We listened to him and researched the companies he helped start.
4. We studied his resume at LinkedIn.
5. We studied his personal life at Facebook.
6. We studied his specific interests on Twitter.
7. We condensed our findings into a singular goal – a strategy weaving his goals and our goals
into a collaboration.
8. We wrote a personalized, targeted email that can be sent to the prospect.

METHODOLOGY – STEP 2 – THE PRIMARY PROSPECT’S NETWORK:
1. We downloaded every one of his followers using Simply Measured Pro or SocialBro Pro level account.
2. We sorted these followers in Excel by “Listed”, by “Klout Score” or “Kred Score“, and by “Time Zone”.
3. We Filtered these followers’ bios with specific keywords to narrow the scope.
4. We discovered more of these followers’ social links via Klout and FlipTop.
5. We discovered common keywords amongst these followers and researched other influencers surrounding
those keywords within Brandwatch. In this way, we built series of segmented leads lists based upon interest.
6. We then spent significant time listening to the current and ongoing conversations PLUS we studied the conversations in the past. We also made intelligent guesses about conversations from the Future via Recorded Future.
7. We created tweets to “test” the different lists via non-branded Twitter accounts, to see what types of content gains momentum and “purchase”.
8. We created every form of content at the Content Grid 2 to “test” the different lists via numerous communication channels, to see what types of content gains momentum and “purchase”.

SPECIFIC CAMPAIGN IDEAS BASED UPON THIS METHODOLOGY (crafted for the CURRENCY TRADING industry):

1. LINKEDIN COMPANY PAGE – MAKE IT A COMMUNITY (PRO CONNECTIONS): We would like to build out THE COMPANY LinkedIn company page. The idea is to target your updates, services and products on LinkedIn to specific market segments (decide on this from looking at the included spreadsheet of “Types”). We want to craft a message and a presence specific to agreed-upon audiences (“Types). If someone comes to your Company Page from the financial, legal, medical or marketing industry, we can customize the message to speak directly to him or her. We would need to set up a specific type of LinkedIn account to do this. Not only that, but we can create “click-through” banners at your LinkedIn page to entice the chosen target markets over to your website, sales page, commerce site or other social media sites. The goals is to make the COMPANY LinkedIn company page THE most interesting page about forex in LinkedIn. Bulk it out. Follow prospects in LinkedIn. Post regularly in LinkedIn. LinkedIn is a growing and HOT network. Be in the industry groups in LinkedIn and in the conversations in those groups. Start new groups around specific topics and invite prospects with large networks into those groups.

2. BECOME THE WIKIPEDIA OF FOREX & TRADING (EDUCATIONAL APPROACH): Let’s make you guys THE Wikipedia of the forex and trading Industry. When people feel a website is a true “go-to source” for information and answers, they’ll keep coming back—again and again and again. Think: BabyPips, TradingFloor, DailyFX. Become a true teacher (Wikipedia) within the forex industry. The golden rule of marketing is this: They ask, you answer. In other words, if a consumer has ever asked a question about forex, you should be answering it on the COMPANY website. And considering most industries have literally thousands of potential consumer questions, content should always be growing, evolving and added to. MahiFX is doing this very well on Quora, for example.

3. IN-THE-FLESH (PROSPECTING IN PERSON): Identify people in THE COMPANY to become “champions” around specific topics. Then assign them the task to spend 12 months simply meeting up with industry influencers in person. Some of the strongest online connections and relationships have developed because such “champions” took the time to connect in person. Either by organizing a “meetup” or “Tweetup” with a group, going to a conference (such as the recent http://ifxexpo.com/ ) where they knew the people they wanted to meet would be or even just connecting one-on-one through Skype. We highly recommend taking some of these online connections offline to make a deeper connection. As an example, the SVP of a leading social media monitoring solution personally emailed me when he was in NYC and asked to meet up, simply to shake hands and show what his company was doing. I started using his solution regularly after that. Be the first forex entity to actually meet its customers and prospects in person regularly and make the social marketing department a leader in this “in-the-flesh” personal revolution.

4. LIKE & FOLLOW YOUR CUSTOMERS AND PROSPECTS (SOCIAL MARKETING APPROACH): Instead of asking our consumers to like COMPANY on Facebook or to follow us on Twitter/LinkedIn, why don’t we start liking/following them? Most brands use Facebook as an extension of their traditional and mass-marketing initiatives. But what about following/liking and getting to know your customers/prospects personally. The social media department is the “human” side of the business and not just a reactive PR silo. Go out and forge relationship by following/liking/subscribing to your prospects. Then start answering their questions and participating in their discussions.

5. SPEND ON HOUR A DAY SIMPLY LISTENING (ON-GOING BUSINESS INTELLIGENCE WORK): Spend one hour every day simply listening to your customers/prospects AND these prospects will empower your business with knowledge about what your markets really want. Use BrandWatch to do this — it is THE best social media-monitoring tool. Also look into SocialBro, an up and coming Twitter service for discovering specific communities and individuals. This is crucial for your business to grow and achieve high customer satisfaction. Customers like businesses that listen and respond to them. Sun Chips, for example, returned to their old packaging after customers complained widely on the Internet that the new biodegradable packaging was too noisy. Be THE forex entity that is tapped into the latest trends in conversation AND THEN lead those conversations.

The machine searches an Interest within LinkedIn. The machine discovers the largest locked group within this Interest group and gains access. The machine segments the members of this group by nation. The machine then creates a spreadsheet with Name, Bio, Email, Phone, Location, Company URL, Social Link 1, Social Link 2. The machine fills the name from individual LinkedIn profiles using the semi-automated functionality of LeadGrabber Pro. The machine fills the Bio from the brief description underneath the name in LinkedIn. The machine identifies the Company URL from the current place of employment of the individual. The machine uses eMail Verifier to match the Company URL with the name on the LinkedIn profile in various iterations until eMail Verifier states “Address is Valid”. The machine pulls the company phone number from the Contact page at the Company URL. The machine pulls the individual’s public LinkedIn profile. The machine searches within the Contact Info in LinkedIn for other URLs and social links associated with the individual. The machine then places a social link or URL in the Social Link 2 column.

EXECUTIVE SUMMARY: Your entity owns an existing community of customers and stakeholders. OR, your entity wants to build such a community. In addition, a core aspect of your business model appears to be up-selling these stakeholders to a variety of solutions your organization also owns. The challenge before you is to refine this model where it currently functions and then expand the model across the world. The following document outlines the exact process to be performed by The Socializers for you in achieving this goal.

RESULTS:
The most immediate action we can take for your organization: Audit and Analysis phases. The result of these phases will be:

1. Insights into problems and opportunities in your competitive marketplace AND in your current customer base.
2. Activation of further community building efforts, up-sell strategies and “how to make this thing run more efficiently” would emerge from these insights.

EXAMPLES:

As an example, let us say that your goal is to up-sell 100% of the stakeholders in your communities into one of your alternative offerings. Our work would show you where this is not happening, why it is not happening and how to make it happen. In addition, we can work with you to realize this 100%.

As a second example, let us say your goal is to discover alternative opportunities for up-selling your current stakeholders and want an audit of their public conversations as part of a planning process. We would deliver to you a system for staying on top of “the conversation” in your communities. The insights from these conversations would point towards add’l up-sell opportunities.

A PROCESS FOR COMPETITIVE RESEARCH, CUSTOMER RESEARCH AND CONTENT DEVELOPMENT:
An ideal sequence for discovering a community of influencers around a specific market niche and developing a related editorial calendar & media plan is as follows:

1. Gather the latest industry trade publications for your niche(s) and read these cover to cover. Discover these trade publications by interviewing a leader in the industry and through research.

2. Note down vendors, service providers, advertisers, authors, journalists, and products currently targeting your niche(s).

3. Look within these publications for a Top 100 list of companies, individuals and products/services (specifically targeting your niche(s), again).

4. Create a spreadsheet of these trade publications and Top 100 lists.

5. Discover the Twitter accounts of these Top 100 and other thought-leaders discovered in the trade publications. An easy way to do this is to type the name of the influencer + Twitter into Google. Or search in the Twitter search field. You can also go the websites of these entities and see if there is a Twitter link at the website.

6. Use a solution that delivers a spreadsheet of all followers of a specific Twitter user, such as Simply Measured or Social Bro. We will download the followers of every influencer we have identified in this initial research phase.

7. Use the Sort function in Excel to sort the list of followers by Klout or Kred.

8. Create a 2nd copy and sort by Listed.

9. Use the Filter function in Excel to further narrow these sheets by specific industry-related keywords within the Description (Bio) column.

10. Use the Filter function in Excel to narrow by Location.

11. Combine the filtered results from whatever setting is important to your research question from each sheet into one “Master” Excel workbook.

12. Rank the entities in this workbook by Klout/Kred AND by Listed to indicate global awareness and influence scoring.

13. Ideally, we will narrow this massive Master list to 1000 core influencers. Now, we will download the Simply Measured Klout Audience Analysis for every single one of these influencers (thought-leaders). Go through the exact same Sorting and Filtering process and combine into a second Master list (this will be much larger). Now we will have two concentric rings of influence we are able to connect to through content-marketing, direct-marketing or other selling strategies.

14. Take this work further by creating a data-set called “The Core List” in which we reveal core information for each of the 1000 core influencers: their bio from LinkedIn, all of their social links (find these through their Klout profile and further research, their top 100 influential followers within that specific market niche and their contact info (phone, email, address).

15. Now we are ready to study this core list and know who is leading the conversation in our market niche. Take the time we need to listen to each influencer and jot down observations on what they are saying and working on. Use a leading social monitoring tool, such as Brandwatch, Radian6 or Sysomos to augment your listening. Also, use SpotRight and Reunify technology to glean deep insight AND flesh out the very large prospect lists we develop.

16. Create a list of 10-20 questions for the top 1000 influencers in “The Core List” and send this to them via email. This is our focus group/survey for the market niche and will give you invaluable insight. (Ideally, we are looking for the key products, hooks and trends in what is guiding the stakeholders’ buying habits. We want to hook every single one of these stakeholders who HAVE NOT bought from us yet).

17. Create a two-page executive summary for leadership on our observations. Add, as an appendix, all of the data organized by location, relevant social links discovered via listening, and metrics/statistics for the industry. This report, if concisely written and properly documented using best-practice research techniques, will be THE most comprehensive ever done on social influencers guiding the buying choices of your niche(s). NOTE: numerous studies show that 70% of the buyer’s decision process is done through online and peer-to-peer research currently. We are studying what these stakeholders are looking at and where they are congregating…who is influencing them.

18. Upon discussing this report with leadership, create an Editorial Calendar with channel-specific ideas related to the industry. This Editorial Calendar ought to include specific marketing actions, online & offline channels for marketing and industry-specific publications in which to publish material.

19. In addition, create a Media Plan for targeting regions, online channels and audience sizes. This plan will inform our media spend.

20. Create ALL of the recommended content pieces (these content pieces are delivered into the social streams of our influencers and by direct contact on a daily and even hourly basis, so as to saturate our market with smart, insightful content “hooks”. We want to rule the content space. NOTE: many of these pieces will come through our brand ambassadors and influential allies).

21. Metrics on performance will be secured through online metric measurement tools.

22. Our success in the process above will inform how we utilize more sophisticated social graph technologies that we have access to. These technologies hover over complete national databases rich with data on our customer. We want to only use these tools AFTER performing the steps above so that our costs are kept down and so that efficiency is forefront.

The following post was inspired by a recent day of meetings at a major FMCG (Fast-Moving Consumer Goods) retailer in the United States. The post focuses on the use of market-related insights to deliver action-inducing stories to brand leadership and technical staff within the corporation.

THE “DEEP” ANALYST – A DEFINITION: A “deep” analyst chooses a psychological theme for analyzing a massive amount of data. For example, a “deep” analyst could apply an understanding of Jungian psychology to his/her analysis, focusing on classical Jungian therapeutic definitions as a guide for data segmentation. Such an analyst would seek to answer classical Jungian questions about an individual or group through his/her work with the data — for example, what “shadow” or unconscious elements of our corporation now animate our workforce? A corporate leader would want to know about these “hidden” animators of daily workforce behavior to better align manager actions and gain more precise results from staff.

(Summary: A researcher can study customer behavior and then tell corporate leadership what is secretly controlling staff and consumer actions.)

THE VALUE OF THE “DEEP” APPROACH: A significant value in the “deep” psychological approach to data is a wealth of short, yet powerful, anecdotes derived from research and “strung” along the path of a classical inner journey. When applied to a corporation, such stories offer tremendous value to stakeholders in making better decisions about a host of internal and external issues. As an example, what would happen if a major corporation studied Joseph Campbell’s Hero’s Journey, discovered where on that journey specific business units currently “walked”, and was better able to make decisions based upon this metaphor?

(Summary: A researcher can study customer behavior and then tell stories to corporate leadership as a means to inspiring specific helpful actions.)

THE ACTIONS OF A “DEEP” ANALYST WITHIN THE CORPORATION: The first action such a “deep” analyst takes within a corporate entity is to reveal the archetype at the brand core: that force in the unconscious of the company that is animating its stakeholders. The second action is to reveal who is consciously engaged with that archetype. The third is to influence, change and enhance the magnetism of the brand’s core so that customers and stakeholders are better served by a more inspired brand leadership.

(Summary: A researcher is curious about the main story of a brand or company. He/she is also interested in who else is aware of this story and what they do about this story on a regular basis. Finally, the researcher takes action to grow awareness of this story so that more people in a corporation will be helped/inspired and do a better job.)

RESULT #1 – INSPIRATION FOR TEAM LEADERS FROM INSIGHTS: Leadership will take insights gleaned by a “deep” analyst and engage more effectively with the core of the brand. A corporate leader must be steeped in the living and numinous entity that pulses at the center of the brand. Such devotion by the leader inspires stakeholders, merchant partners, employees and customers. You can tell when a corporate leader has become fully possessed by his/her brand…just take a look at Branson, Hsieh and Bezos. These are beings who enter regularly into the “fire” that burns at the core of their respective brands, emerging with powerful inspiration, drive and leadership for the entire corporate entity. The right set of stories derived through insights will ideally lift the “uninspired” leader to a new level of excitement about his/her business unit. In such cases, a single metaphor derived from insight can give birth to a greater level of passion in the leader and lift his/her staff up to a higher level of performance as a result.

RESULT #2 – WHAT A “DEEP” INSIGHT REVEALS: A deep insight reveals what animates a corporate entity, identifies the lenses within leadership upon company events and is a story of consequences (both “good” and “bad”). A deep insight inspires a bevy of possible actions and conceives strategies that will best serve current initiatives, stakeholders and customers. A deep insight will chart a path for brand leadership in winning on all levels. A deep insight contains the voices of a Critic AND a Creative, doing their duet. In this song, the Critic refines the Creative’s gift and the Creative ends up delivering happiness to the Critic: a win-win. Key: A deep insight provides a host of windows for times when doors seem to be closing.

THE FMCG EXAMPLE – HOW INSIGHTS BECOME PRACTICAL AND ACTION-INDUCING: Let us take, for instance, a leading FMCG entity with one foot in “flesh-retail” and one foot in the digital realm. This entity has an opportunity to weave flesh and digital with such elegance, such precision, that a customer hardly has to think when being served by one or the other. Deep insights will deliver tech so deeply embedded into the customer experience that the tech disappears…the customer makes his/her use of the tech a daily, even hourly, action.

Let us say, for instance, that this FMCG entity has created an app that delivers daily personalized discounts based on the customer’s past purchases, current financial “reality” and publicly expressed wishes. What a win for everyone! The customer wins because every time he/she steps into the retail or digital outlet, a discount on his/her faves is given (plus a whole lot more, in the ideal scenario). The resulting love affair influences the customer’s friends to participate and the merchants serving this FMCG are glowing with happiness as sales go up. The resulting community is a truly potent entity, able to extend seemingly un-ending generosity within itself and to its greater community. Everyone wants a piece of the action in such a scenario.

SUMMARY: An analyst focused on “deep” insights will evangelize the power of such intelligence throughout the corporate entity, throughout the brand organism. Such an analyst will educate every silo on how to use insights from intelligence for daily wins: within internal focus groups, (solving previously “un-solveable” issues), within customer focus groups, (solving those daily headaches that slow down the purchase cycle), within competitive situations, (revealing collaborative possibilities). A deep insight is the “A-ha!”, the “Eureka!”…and with the depth of data currently available, the market intelligence analyst working within a corporate entity has abundant and daily opportunities to make this exclamation and deliver powerful actions to every silo, every leader, every employee and, ultimately, to every customer.

It is the CEO who thinks about his/her customer first that successfully leads employees, vendors, and all stakeholders to daily consumer-level wins, employee satisfaction and stakeholder confidence. It is the CEO who takes weekly incognito walks down the aisles of his/her retail outlets, listening & talking with customers/employees about “the small, real things”…it is such a person who will transform the enterprise into a united, healthy and joy-giving organism.

Julio Viskovich has recently posted an excellent example of how social business staff at a brand can help the CEO put customers first. Viskovich writes, “Just now I read a tweet addressed to my city ‘In #Vancouver and need a place to stay for the night. Any suggestions?’ It’s been 5 minutes and not a single hotel has responded. I’m thinking of reaching out and offering my guest room for $40 per night.” SOURCE: http://bit.ly/SocialSelling2013

Using smart social analytics, cutting-edge HR is now selecting brand leadership from within their own customer base. The new Chief Customer Executive and his/her cohorts are selected directly from the consumers and raised to power within the organization as advocates for the consumer alone. This smart new move by the HR silo using web intelligence is the latest indication of how powerful social tech has become: the customer and HR are conspiring to facilitate daily consumer wins…and wise brand stakeholders are on board with this revolution.

The business intelligence solution that marketers want is the following: a cloud-based service that is comprehensively analyzing in real-time networks of regular customers AND matching these customers (and their friends) to upcoming deals specific to past purchases. For instance, if Amazon were to fully integrate its data with Facebook’s data, a profound level of matching would become possible. Senior leadership within major FMCG and retail entities should be actively cultivating technical vendors and in-house technicians to achieve this type of customer intelligence solution.

One of the most forward-thinking actions a large entity can take in 2013 is designing programs through which small and medium sized entities may become affiliates. To say this again: see your prospect list as a list of networks, NOT as a list of individuals. And begin now to study these networks, to segment the individuals within these networks and to devise scripts, business plans and strategic alliances with each and every one (where it makes sense).

Seeing individuals as networks is perhaps the most important mind change for the C-Suite. In a world of social networks and social business, such a leap is how large corporations will stay alive. As Peter Economides, a leading market strategist, has said, “Mass is the aberration, one-to-one is the convention.” We have to get back to the mindset of the neighborhood shop, the hyper-local one-to-one way of business. This is how economies will flourish again, and why large businesses should begin to invest cash into lucrative local pools of affiliates.

When a corporation receives access to social networks through its staff, when the C-Suite is introduced into these networks, the initial questions have to do with practical application. An employee seeking to demonstrate the practical application of social business need only pick up the old rolodex on the desk of his/her CEO. That rolodex, that little black book, IS the central symbol for clueing the C-Suite into the practical application of social networks. And the entity that started in 2007 to build online rolodexes, to segment these into lists of prospects, future employees, affiliates, vendors, and competitors, has already streaked out ahead of the entity just entering social networks.

Eleftherios Hatziioannou, Principal at Peopleizers, captures the dilemma for corporate leaders: “Marketers and the organizations behind them need to stop thinking in quantitative metrics only and add some deeper/relationship-based success factors to their strategies. However, these are more difficult to scale, because it takes one relationship at a time. This puts many businesses off. They think: How am I supposed to answer every single question out there? Isn’t it more efficient to just keep interrupting people with our messages the way we did in the past decades?”

Corporations wishing to succeed in social networks will have to divert a percentage of advertising & media spending towards a new “Relationship Marketing” Department, populated with customer-service minded folks — the mindset in this department ought to be more like the real estate agent vs. the call center “cold caller” who has to get through a specific number of calls before lunch. In this new Relationship Marketing Department, it’s about quality contacts and quality networks derived from research followed up with highly customized customer-service flavored sales — solutions-oriented sales leading to a long-term relationship.

It is not enough to have a web intelligence solution that shows us where our own internal CRM is connected to important conversations and trends. We must also have a solution that shows us where our competitors’ CRM is connected to these same conversations and trends. In addition, we must have a solution that automatically delivers a set of individuals exactly like our best customers, complete with First Name, Last Name, Current Phone, Current Email, Current Social Links and cited examples of participation in these important conversations and trends. That’s the solution yet to be achieved in the social business intelligence world.

When social business intelligence solutions provide a “Create Prospects CRM” button, the social analytics industry will have leapt one more notch forward. What it looks like is this: a series of 10,000 individuals have commented on a specific brand/issue over 1 month AND this CRM button collects Name, Current Address, Current Phone, Current Email, Current social links for each individual. Instantly. Downloadable in a CSV format or a colorful PDF “dossier-style” format. The social media monitoring solution that offers this button will become a global leader in prospect generation.

Advance number two is when this service is fully applicable across global borders, delivering such info for residents of all nations.

CONTEXT:
A fierce debate still rages between marketing and sales in most organizations as the enterprise seeks to understand how to use social data for both silos. With exceptional software and smart cross-silo relations, marketing and sales can collaborate on nurturing and closing ideal prospects. This blog post has outlined the type of software needed to do this AND a sample sales approach for teams to consider.

WHAT THIS POST COVERS
This post covers three specific topics:

1. The exact description of an ideal social business intelligence “machine” that would serve both marcoms and sales.

2. The functionality this social business intelligence machine would possess.

3. A set of potent actions that combine a bit of marketing and bit of sales, thus demonstrating how one can progress from market research (using social data) to a closed sales deal.

THE IDEAL SOCIAL BUSINESS INTELLIGENCE MACHINE: The sweet spot for social business software is between the marcoms & sales silos, between pools of potential fans & fresh prospect data. The social business software of tomorrow will bring understanding between marcoms and sales, will create an easy funnel for “smart” fans/followers to become customers. Deriving prospects from social data has never been easier with the combination of solutions now avail to the marcoms & sales silos. Now these solutions need to be “merged” into one single machine. I describe this machine below.

THE EXACT FUNCTIONS OF THE IDEAL SOCIAL BUSINESS INTELLIGENCE MACHINE (as desired by Marketing and Sales silos):
In the coming powerful social business intelligence software (the “ideal machine”), we will see the following features:

1. Dials to find the exact people fitting prospect profiles. Imagine being able to pull every profile from every major social network AND THEN have dials to hone results down to exactly the customer profiles your business seeks.

2. Get suggestions from the software (from “the machine”) of other “pools of prospects” and prospect types BASED UPON your initial search.

3. Then, imagine pushing a “button” and getting current phone, email, physical address, add’l social links appended on-the-fly to the social profiles discovered thus far in the process above.

4. Now, mix in Topics of Influence & Volume of activity by each profile relative to the themes in your marketing & sales campaigns.

A SET OF POTENT ACTIONS FOR MARKETING & SALES AFTER EXTRACTING IDEAL PROFILES FROM THE SBI MACHINE:

1. STUDY THE LAST FEW DAYS OF TWEETS/SOCIAL MESSAGING: See what the individual is talking about. What is important to him/her? Jot down one or two specific points about these tweets/social posts/forum comments that you can compliment him/her on.

2. STUDY THE WEBSITE OF THE INDIVIDUAL: See how the individual presents himself/herself to the world. Find one to two items on the website to compliment the person about. This will make the call warmer and open an opportunity to collaborate.

3. SEND AN EMAIL TO THE PROSPECT FIRST: A powerful way to invite the person is to send a personal email wherein you introduce yourself briefly, lace in the compliments you discovered through Twitter, other social properties, blog comments, and his/her website, and then invite the individual into a collaboration.

See below sample of an email to send:

Dear Tom,

I am a Client Partner at BrandX, an FMCG group based in Los Angeles, California. Your materials online and, in particular, your steady stream of tweets chronicling your typical business process have impressed me. Would you have some time during the coming week to discuss what you are up to, what we are doing, and a possible collaboration with us?

Kind regards,

Client Partner
BrandX

4. SCHEDULE A PHONE CALL: When you get a reply to your email, schedule a call with the person. The call will involve listening to the Prospect, letting him/her know what we appreciate about him/her, what we saw in his/her materials and then working on an idea to collaborate on. It is a good plan to come to the call with some options that are personalized.

SUMMARY:
A fierce debate still rages between marketing and sales in most organizations as the enterprise seeks to understand how to use social data for both silos. With exceptional software and smart cross-silo relations, marketing and sales can collaborate on nurturing and closing ideal prospects. This blog post has outlined the type of software needed to do this AND a sample sales approach for teams to consider.

CONTEXT:
Do you own or are you building a social business intelligence platform? If so, I’m interested in your answers. Why? Because I have specific projects I am working on where a satisfactory answer to these questions will result in a sale for you and a win for my clients. Looking forward to your thoughts on these question, all purveyors of social business intelligence solutions.

THE ULTIMATE GOAL:
If you are a social media monitoring solution, have you considered adding a social append function to your offering? Your customers want to see what people are saying about a brand or a market. AND they want to see EVERY bit of contact detail related to each of those commenters. We need blended solutions where the precision of Brandwatch filtering matches with the aspirations of Fliptop social append and is housed in the “nearly there” dashboard at Salesforce/Marketing Cloud.

QUESTIONS FOR SOCIAL BUSINESS INTELLIGENCE SOFTWARE PROVIDERS:

1. Is your social append to emails automatic and 100% correct?

2. Conversely, is address, phone, and email append to social profiles automatic and 100% correct?

3. When will any social business intelligence solution find the social account associated with an email, append this account, and place the photo of the prospect automatically in the photo slot within the sCRM interface?

4. I want to upload just a single column of emails? Can your social business intelligence solution automatically find and append all other info (social profile, address, phone, social streams).

5. What is the future of Salesforce’s Jigsaw?
http://en.wikipedia.org/wiki/Jigsaw_(website)

6. What do you think of Jive’s new StreamOnce? If you had the chance to use Gist prior to its sale to RIM, how would you compare StreamOnce to Gist?
http://www.zdnet.com/jive-streamonce-aims-to-connect-microsoft-salesforce-google-apps-7000015367/

7. What is the max upload of emails for append in your social business intelligence solution?

8. Is the upload of contacts confidential? How do I know that?

No, it was the other guy, the guy who bought what worked, the one in charge of the real budget–he wasn’t easy, but he was worth it… ~Seth Godin

THE CURRENT SITUATION: Ever receive an email with a sales pitch? We all do. And what do you do with 90% of these? You do not have time to read them and you trash them. Many times even when the pitch is about something you really want or need. There just isn’t time to open that email and read the pitch, click on the link and do all the digital “paperwork” to get what you want.

Receiving an email blast from a company is different than receiving a helpful solution in the context of a comment thread in social networks. The former is likely to end up in the junk folder. The latter is “in context” and will be read every time. This is why corporations are ceasing email blast campaigns and building relationship marketing teams. This is why corporations are building customized communities based on customer needs and competitors’ shortcomings.

Eleftherios Hatziiannou writes, “Marketers spent fortunes every year for marketing research and data to understand precisely who their target group is, what they want and where they can reach them. Today people publicly say what they want by using social media. Wouldn`t it make sense to learn how to participate in this new kind of marketplace and thereby turn conversations into commerce?” (SOURCE: http://www.peopleizers.com)

THE DEEPER REALITY WITHIN CORPORATIONS: An organization that moves away from email to internal communications networks, such as Salesforce Chatter, Yammer or Sharepoint is an organization that gets the value of relationship marketing. In addition, such an organization gets the value of knowing the context in which an employee/customer is complaining.

Brian Solis, Principal Analyst at Altimeter Group, writes, “Collaboration takes more than the idea of Facebook behind a firewall. This is about aligning people around a common vision, to encourage engagement beyond the teams you know, to create inside and outside experiences that matter to employees, customers, and partners. Enterprise social networks represent the technology to bring your vision to life as they are merely tools that mimic the way that people connect and communicate in the real world.” (SOURCE: What’s the Future of Business – http://www.wtfbusiness.com)

It’s one thing to have an email, a name and a role in our marketing database. And then to blast a prescribed formula to segmented lists. It’s a far deeper action to have a complaint, a context AND an email, name and role. When an organization has EVERY complaint out there about a competitor/themselves PLUS the current contact info for those who are complaining, they have an opportunity to engage in conversations with those complainers one-to-one. This is called relationship marketing.

“We created a contextual social space where people interested by a topic (in this case the World Economic Forum – http://weflive.com/kpmg) could follow what what said about it and the brand was opening a discussion channel in this precise context,” writes Nicolas Dengler of Shore.li, http://www.shore.li

The question is whether they will use such information in a way that the customer truly gets and wants to respond to. Will they mobilize their marketing team to offer solutions one-to-one in social comment threads? Or will they simply do another email blast?

Ted Rubin, a world expert in relationship marketing, writes, “Creating the opportunity for customers to share via a social platform allows people to give feedback/suggestions real-time and therefore increases the brand benefit exponentially.” (SOURCE: http://www.tedrubin.com/blog/)

When asked about the difference between corporations running email blasts and those running Relationship Marketing campaigns, Giles Palmer, CEO of Brandwatch, the world’s premier social media monitoring service, said, “The answer’s obvious, isn’t it? The difference between email marketing and relationship marketing reminds me of a guy driving a car around a town centre with a big microphone screaming their message out versus someone walking through the crowd shaking people’s hands and talking WITH them. If the broadcast message is funny or informative, ok, it’s a way to get to a large number of people quickly. But if it’s not, it’s just noise. And who wants to be remembered as the noisy guy in the room.” (SOURCE: Personal call with Giles Palmer of Brandwatch, April 2013)

This transition from email blasts to relationship marketing IS the future of marketing and sales. And it is the next step in moving from a culture that looks at people as digits TO a culture that sees people as people.

SOLUTIONS:
Solutions for corporations to build relationship include (in order):

a) an audit of all complaints/feedback about a product/service (using listening tech, such as Social Media Monitoring tools),
b) a creation of responses internally and/or with the help of a content-marketing agency,
c) the assignment of an individual/team to respond within 24 hours to complaints/feedback in ALL social streams and comment feeds,
d) the creation of a “living” database where these responses and the resulting sales are documented.

PURPOSE OF SOLUTIONS:

1) To identify who is complaining about our competitor.
2) To offer solutions to these people directly.
3) To improve our products/services through knowing their complaints.
4) To increase awareness of our comprehensive understanding of this market niche AND of what our customer needs.
5) To increase sales.

IN BRIEF: Social prospects are developed THROUGH providing solutions in social comment feeds. Conversion occurs when a prospect finds the solution satisfactory AND better than a competitor’s solution. The process involves: identification of needs through listening, providing better solutions to these needs than competitors, follow up with people who want to use the better solution.

RESOURCES FOR FURTHER STUDY:

1. THE ULTIMATE EMAIL STATS LIST VIA HUBSSPOT:
http://blog.hubspot.com/blog/tabid/6307/bid/33901/The-Ultimate-List-of-2012-Email-Marketing-Stats.aspx

2. THE GRAND GUIDE TO SOCIAL SELLING VIA ELOQUA:
http://www.slideshare.net/Eloqua/the-grande-guide-to-social-selling

3: HOW TO DO RESEARCH IN SOCIAL NETWORKS VIA BRANDWATCH:
http://www.brandwatch.com/knowledge-base/ebooks/

“Growth hacking is acquiring, retaining, and monetizing users more effectively. A growth hacker is an individual who can, from end-to-end, collect data, ideate, plan, execute, and deploy the necessary tactics and strategies to hit goals.” ~Matt Humphrey

On Growth Hacking:
http://www.quora.com/Growth-Hacking

http://www.aginnt.com/growth-hacker

http://www.slideshare.net/mattangriffel/growth-hacking

How to Measure Viral Loops (and, more interestingly, predict how people will travel through time to outcomes):
https://speakerdeck.com/sicross/viral-loops-lessons-from-the-front-line

http://en.wikipedia.org/wiki/Causality_loop

http://en.wikipedia.org/wiki/Predestination_paradoxes_in_fiction

http://en.wikipedia.org/wiki/K-factor_(marketing)

http://www.slideshare.net/anuragmjain/viral-loops

http://en.wikipedia.org/wiki/Metcalfe%27s_law

http://andrewchen.co/2007/07/11/whats-your-viral-loop-understanding-the-engine-of-adoption/

http://www.amazon.com/Viral-Loop-Facebook-Businesses-Themselves/dp/B0040RMF7U

http://en.wikipedia.org/wiki/Viral_marketing

How to Measure Customer Retention (and, more interestingly, grow your seduction abilities):
http://econsultancy.com/us/blog/11051-21-ways-online-retailers-can-improve-customer-retention-rates

http://www.forbes.com/sites/alexlawrence/2012/11/01/five-customer-retention-tips-for-entrepreneurs/

http://www.inc.com/geoffrey-james/customer-retention-keep-good-customers-from-leaving.html

http://www.cmswire.com/cms/customer-experience/engaging-customers-after-purchase-what-is-the-value-of-an-existing-customer-infographic-019227.php

http://www.cmswire.com/cms/customer-experience/forrester-ditch-the-funnel-go-for-the-customer-life-cycle-019290.php

http://en.wikipedia.org/wiki/Customer_retention

How to Measure Engagement:
http://www.businessweek.com/articles/2012-10-12/why-measuring-user-engagement-is-harder-than-you-think

http://www.marketingforecast.com/archives/22347/

http://sociallygold.com/facebook-insights/

http://en.wikipedia.org/wiki/Engagement_(marketing)

How to Measure Expected User LTV:
http://insights.canopylabs.com/?p=81

https://www.custora.com/tour/feature_predictive_customer_lifetime_value_clv_retail

http://www.slideshare.net/BullsEyeInternetMarketing/calculating-life-time-value

http://en.wikipedia.org/wiki/Lifetime_value

“Facebook enables brands to find consumers in a place where they’re already spending a great deal of time. It is also highly precise: I can target users by location, language, education, employment, age, gender, marital status, their likes and interests and the size and profile of their list of friends,” says Sarah Blackman, digital planning and innovation director at Young & Rubicam in Berlin. (SOURCE: http://www.momentumreview.com/uk/how-facebook-stole-our-brands)

“At the end of the day everyone has the same amount of data because data is just people doing stuff. Converting that into insight is the point; that’s where it turns to magic,” Unilever CMO Keith Weed highlights the importance of having minds on the team who are looking for actionable points of departure within the data. (SOURCE: http://www.digiday.com/brands/brands-at-ces-say-dont-be-seduced-by-data/)

THE CLIMATE INTO WHICH SOCIAL MEDIA ANALYSTS ENTER: A host of technology companies and techno-geeks are actively engaged in developing applications for segmenting the mass of data flowing in from social networks. Advanced agencies within the WPP network, such as Ogilvy, JWT and Kantar are increasing their analysis staffing. But the staff they are looking for are not just scientists. The social analyst has spent time in the networks and is merging an emotional sensibility with solid critical thinking skills. He believes the Internet is a real living organism and goes to work every day excited to put on his diving gear and encounter the denizens of the deep. She has an awareness that the most subtle shifts in one area of the Internet can cause a flood of awareness and action in unexpected communities, forums and in the minds of critical key influencers.

THE IDENTITY OF THE SOCIAL MEDIA ANALYST WITHIN THE CORPORATION: Major corporations and agencies must develop teams to leverage masses of social data and turn that data into stories, communities and new products/services. These teams will be filled with individuals who have learned age-old analysis techniques, as outlined in The Handbook of Market Intelligence from the Global Intelligence Alliance – http://www.globalintelligence.com/insights-analysis/handbook-on-market-intelligence. The teams will also be filled with individuals who know a new world is possible and do not bow to old-school oligarchs. I’m talking here about a Pirate Bay http://www.youtube.com/watch?v=uUHmE5nD3W0 and Hacker mentality. Finally, these are going to be teams with a yen for weaving the digital and the material realms together, such as the GoPro crew http://www.youtube.com/watch?v=A3PDXmYoF5U and Timothy Ferriss of 4 Hour Work Week fame http://www.fourhourworkweek.com/blog/. Big agencies and corporations need individuals who can lead them out of stagnant forms of pride and into more “experiential” dives into the data.

A PROCESS FOR TRANSLATING INSIGHTS FROM SOCIAL MEDIA DATA INTO EMOTIONAL EXPERIENCE: Below is an exact process for translating insights from social media data into innovative and emotional experiences by hand. When we know how to do something by hand, we can begin to implement the machine where possible. In the end, the human is the last mile in effective communication. In the end, one-to-one is the way to transfer messages into the “right” ears.

1. Who do you know that has the most knowledge of a particular market niche? Ask him/her which trade publications, conferences, individuals and companies are the leaders. Make a note of these on a piece of paper with a pen or on a text document on your computer.

2. Get one copy of each mentioned trade publication.

3. Note the websites of each conference, individual and company mentioned.

4. Thoroughly study this initial list from your personal contact. Note down vendors, service providers, advertisers, authors, journalists, products related to these trade publications, conferences, individuals and companies.

5. Look within these same publications and websites for a “Top list” of companies, individuals and products/services.

6. Create an Excel spreadsheet of these trade publications and “Top lists”.

7. Discover the Twitter accounts of these Top list entities and other thought-leaders discovered in the trade publications and websites. An easy way to do this is to type the name of the influencer + Twitter into Google. Or search in the Twitter search field. You can also go the websites of these entities and see if there is a Twitter link at the website.

8. Use a solution that delivers a spreadsheet of all followers of a specific Twitter user, such as Simply Measured or Social Bro. Download the followers of every influencer you have identified in your initial offline research. http://www.simplymeasured.com or http://www.socialbro.com

9. Use the Sort function in Excel to sort the list of followers by Klout, Kred, Peer Index or another influence metric. In the paid version of Simply Measured you will receive the Klout score for every account. http://www.klout.com

10. Create a 2nd copy and sort by Listed (the number of lists an entity is on within Twitter).

11. Use the Filter function in Excel to further narrow these sheets by specific industry-related keywords within the Description (Bio) column.

12. Use the Filter function in Excel to narrow by Location.

13. Combine the filtered results from whatever setting is important to your research question from each sheet into one “Master” workbook.

14. Rank the entities in this workbook by your chosen Influence metric (e.g.- Klout, Kred, Peer Index) or Listed to indicate global awareness and influence scoring.

15. Ideally, you will narrow this massive Master list to 1000 core influencers. Now download the Simply Measured Klout Audience Analysis for every single one of these influencers (thought-leaders). Go through the exact same Sorting and Filtering process and combine into a second Master list (this will be much larger). Now you have two concentric rings of influence you are able to connect into through content-marketing, direct-marketing or other selling strategies.

16. Take this work further by creating a book called “The Core List” in which you reveal core information for each of the 1000 core influencers: their bio from LinkedIn, all of their social links (find these through their Klout profile and further research, their top 100 influential followers within that specific market niche and their contact info (phone, email, address).

17. Now you are ready to study this core list and know who is leading the conversation in your market niche. Take the time you need to listen to each person and jot down observations on what they are saying and working on. Use a leading social monitoring tool, such as Brandwatch, Radian6 or Sysomos to augment your listening. http://www.brandwatch.com OR http://www.radian6.com OR http://www.sysomos.com

18. Create a list of 10-20 questions for the top 100 influencers in “The Core List” and send this to them via email. This is your focus group/survey for the market niche and will give you invaluable insight.

19. Create observations on the content produced by members of your core list. Add, as an appendix, all of the data organized by location, relevant social links discovered via listening, and metrics/statistics for the industry. This report, if concisely written and properly documented using best-practice research techniques, will be THE most comprehensive ever done for that market niche.

20. Create an Editorial Calendar with channel-specific ideas related to the industry. This Editorial Calendar ought to include specific marketing actions, online & offline channels for marketing and industry-specific publications in which to publish material. More on editorial calendars and a sample editorial calendar here: http://contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar/

21. In addition, create a Media Plan that reveals regions, online channels and audience sizes. This plan will inform an advertising spend. Use SEMRush, a keyword tool for deciding where to spend advertising dollars. http://www.semrush.com/

“Social-networking sites, blogs, online discussion forums and online journals represent modern arenas for individuals to write themselves into being.” ~Theresa Sauter

YOUR JOURNEY IS A GIFT: Your unique journey through the world of human soul work has tremendous value. You’ve seen life in a way no-one else has. And, at the same time, you’ve had an experience that many others will identify with. Share this!

Your first step is to train a video camera upon yourself today and begin filming 60 second segments of your experience. Here are the best camcorders for this year: http://bit.ly/Camcorders_2013

Write down 20-30 questions that your life experience answers or speaks to. Design 20-30 short pieces about these questions. Write a few paragraphs on each. Here’s a great book of questions to jump start this process: http://bit.ly/big_book_of_questions

Then film these over the course of the day. Consider visiting a location and dressing in a way that communicates the flavor of this specific piece. Two cool sites about film locations: http://search.reel-scout.com/ AND http://www.movie-locations.com/

Look straight into the camera and speak to your audience. Imagine your best friend or your child. Speak to your audience with this level of care and love.

Review and edit the pieces.

Over the course of the following week, expand the initial paragraphs into a blog piece for each one.

Tweet lines from each blog piece with trackable bit.ly links back to your blog and the video pieces on Vimeo or YouTube.

Discover an audience for these pieces through the use of social monitoring tools and audience discovery tools.

a. http://datasift.com/
b. http://www.netvibes.com/en
c. http://www.ubervu.com/
d. http://www.brandwatch.com/
e. http://www.mutualmind.com/
f. http://attentio.com/
g. http://www.sysomos.com/
h. http://www.visibletechnologies.com/
i. http://engagor.com/
j. http://www.ethority.net/
k. http://simplymeasured.com/
l. http://www.semrush.com/
m. http://www.egrabber.com/leadgrabberpro/
n. https://www.recordedfuture.com/

Get these video pieces in front of audiences who are already talking about this topic.

As they respond, engage with each person individual and speak with them. Connect in social networks and meet up with these people in person, if possible.

Some will want to work with you in a variety of ways. Do it. Work with them.

Expand your circle of influence, share what you have to share. The world needs you in 2013.

“A familiar spirit is the double, the alter-ego, of an individual. Even though it may have an independent life of its own, it remains closely linked to the individual.” ~Pierre A. Riffard

“Resist the temptation to think what afflicts you is peculiar to you. Have faith that what is in your consciousness can be communicated to the consciousness of all. And is, in many cases, already there.” ~Alice Walker, The Temple Of My Familiar

WHAT IS A FAMILIAR:
Familiarity implies intimacy. To become familiar with another person implies having more than a casual acquaintance. In European folklore and folk-belief of the Medieval and Early Modern periods, familiar spirits (sometimes referred to simply as “familiars”) were supernatural entities believed to assist shamans in their practice of magic. A familiar is a being who you come to know intimately and who works with you to create life and magic. This begins through listening, continues into relationship and culminates in collective action.

WHY DISCOVER FAMILIARS:
The core reason to discover your familiars is to have a relationship with meaning. A second reason for engaging in this process is to develop a community full of common purpose. A third reason for cultivating such relationships is to bring your gifts to the world and make a solid contribution to humanity at large.

YOU CAN FIND YOUR FAMILIARS THROUGH LISTENING:
The scholar R. Grimmasi writes about discovering a relationship to animals at a young age in the forest. He did this through listening and observing. “I quickly learned that it was necessary to remain still and silent in order not to scare away the wildlife…it was there in those silent moments of observation and anticipation that I developed my ability to establish rapport and communication with other beings, with “familiars”…familiars react to various symbols because of what they represent and the authority behind the power of the symbols.” Grimmasi identifies a very important aspect of relationship with familiars: symbols. Consider for a moment what you symbolize within your network by what you post on a daily basis. Write about this, draw this, speak about this. What is your symbol? What do you symbolize?

FILTER FOR FAMILIARS:
Filter your social relationships to determine which types of people respond to your content with eagerness. Now discover all the people just like those people within your own network. They may not be interacting with you simply because they are not seeing your posts in their News Feed or because they are focused elsewhere. Chances are that people similar to your “hottest” relationships will respond to you upon receiving a gift of your content. Try cc’ing one or two of these “Discovered Familiars” (a “discovered familiar” is similar to your known familiars).

HOW TO FILTER FOR FAMILIARS:
1. Import your Facebook connections to a Yahoo email account.
http://bit.ly/Import_Facebook_To_Yahoo

2. Download the connections as a CSV file. Open this file in Excel.

3. Upgrade your LinkedIn to an Executive account (you will need this level for a later action). Now, export your connections as a CSV file.

4. Sign up for Social Bro or Simply Measured and download a spreadsheet of your Twitter followers. Use the Klout Audience Analysis in Simply Measured to receive a spreadsheet you can rank by Klout or by other interesting data like Listed, Location or specific bio content. In Social Bro, you can export both Followers and Friends (who you follow). In addition, within Social Bro, you can adjust some nifty sliders to specify various aspects of the download (if desired).

5. Learn how to use the Sort and Filter functions in Excel to refine your sifting of these spreadsheets from Social Bro and Simply Measured.

6. Next, sign up for LeadGrabber Pro’s 1 month account and extract up to 300 specific types of profiles that you identify. Or go into specific groups and extract all users.

7. Filter and Sort your spreadsheets by location and by keywords in the biographies. These keywords are symbols of your potential familiars.

8. Use Spokeo and other Open Source Intelligence Tools (OSINT) to learn more about your familiars so that you develop a list with integrity. Here is a list of excellent OSINT tools: http://bit.ly/OSINT_Tools_2013

9. Upload all of your contacts as CSV format into a Gmail account. http://bit.ly/Import_CSV_to_Gmail

10. Get the Rapportive plugin for Gmail so you can see the latest details on any contact, including their social links. This seems to work best in Chrome. http://rapportive.com/

CONNECT ONE TO ONE:
Next, connect personally with all of your connections. This will take time so make it worth it – for you and for who you are connecting with. Study what the person is talking about, conceive a clearly written paragraph containing an idea that will help him/her. This can be an encouragement, a business idea, a compliment on a character quality or a note of gratitude for something he/she wrote or posted (along with a story on how this post helped you). Email him/her, send them a Facebook message, use LinkedIn Inmail, use @mention your connections on Twitter and Facebook. Also, use other modes of communication. Chats via Skype can be vital, as well as starting Google hangouts.

START WITH A GIFT:
It’s important to say something that helps the other person first. It has to begin with them. A great way into this is to study the person’s last 12 posts in any given social platform. What are they trying to discover? Can you provide the answer. Be specific to that person. Make your message short but deep. Get to the point.

Follow up, follow up, follow up. Act with with the intention of the best and highest good for all. Do what you love.

“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/

A COMPLIMENT IN MONTE CARLO: I received an amazing compliment in Monte Carlo last month. A grizzled and seasoned banker looked at me owlishly over his tortoise-shell spectacles and said, “Mr. Hansen, you come from a land of smiles. But we are bankers and we care about just one thing in life: making money.”

I sat with this compliment for some time, thinking about what it meant for me personally. And, as I sat, I kept coming back to the theme of happiness. How am I happy? How is this banker happy? How is my family happy? How is this banker’s family happy? Is it really money that makes a person happy? Or is it something else?

THE HISTORY OF MONEY: When one looks at the history of money itself, it becomes very clear that the pursuit of money alone does not yield happiness. In The Ascent of Money, Niall Ferguson writes, “And yet the silver of the New World could not bring the rebellious Dutch Republic to heel; could not secure England for the Spanish crown; could not save Spain from an inexorable economic and imperial decline. Like King Midas, the Spanish monarchs of the sixteenth century, Charles V and Philip II, found that an abundance of precious metal could be as much a curse as a blessing…What the Spaniards had failed to understand is that the value of precious metal is not absolute…an increase in its supply will not make a society richer…”

REAL SUCCESS: The real value that people seek is an in-the-flesh connection to other human beings in the context of love. And no amount of money in the world can buy this. Maria Elita, a Greek-Australian healer, has said, “Success to me is being able to look after my grand-daughter when I can, help my children grow up respectfully, spend time with my aging parents, listen to other people’s stories of hope, kiss my boyfriend often, spend every Sunday night with my crazy Greek family, express my truth as only I can, forgive the past, embrace the future and remember The Miracle that I am. None of my success is monetary or material .. Because TRUE SUCCESS has no dollar value, cannot be measured, and does not need awards.”

My hypothesis is that the “land of smiles” is precisely where the banker in Monte Carlo wants to be. This desired place is, as Miss Elita writes, where the awards have to do with family, friends, kisses and hugs.

Now I could stop there and feel self-satisfied about this little piece I’ve written on this sunny morning with coffee, fresh orange juice, steaming croissants and love by my side.

But I won’t.

Because the journey that I want to take is with this banker. In person.

PiedPiperWithChildren

WHAT THE WORLD NEEDS FROM BANKERS: I want this particular banker to find a way “out” of the vault of his office and into the sunlight of his family’s embrace. He has a family, he has a life outside the bank. And that family does not get enough of his presence. And, deep down, he does not get enough of their presence.

Yes, this banker likes his bank and the adventure of business. And this keeps his blood pumping. But there’s a missing piece of the story: how can he take this sense of adventure, this exhilaration of the “hunt”, this heady rush of blood that comes from successful risk-taking and turn it into a gift to humanity? How can he turn his creativity with digits into a creative act for communities, for families and for the world at large. Because that’s what the world needs from bankers now.

One of the world’s most powerful bankers, Lloyd Blankfein, CEO of Goldman Sachs, has said, “Investment bankers are just doing God’s work.” But how can bankers fulfill on this statement of Mr. Blankfein’s? Because most of the rest of the world would disagree with him.

WHAT A BANK CAN BE: Banks have always been solid pillars in society, providing a reference point with a promise of strength, stability and assurance. The bank manager has always been a respected and acknowledged expert leader in the community. A facilitator of conversation. An authoritative source of advice and assurance. But this role lessened in the age of mass distribution and mass communication. It became a game of mass advertising, selling mass product through mass distribution.

Online gathering places allow institutions such as banks to reclaim their position of community leadership. By opening up and facilitating one on one conversation within the supercharged online community environment. And as banks listen to their customers and follow their lives, a new relationship between a bank and a customer emerges. In this relationship, the bank brings a new and deeper emotional and social intelligence to working with human beings.

BANKS TAKING THEIR PROPER PLACE IN THE COMMUNITY: Banks should take their place within the community created through human-centered actions, in ways that are consistent with their institutional strength and provision. Acting in this way in the context of community, the bank will gain true human dimension: by interacting with the community and assuming its place as a pillar in society.

This is an incredibly worthwhile objective, which provides added value and a distinct competitive advantage for banks that choose this path. It’s a path bankers can lead humanity along into the land of smiles.

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