The Collaborative Economy Resilient Summit: Who Should Attend and Why?

Resilient Summit SponsorsIn February 2014, Social: IRL principal Ben Smith and Crowd Companies founder Jeremiah Owyang, will co-host The Resilient Summit – a two-day conference exploring key issues surrounding the collaborative economy. The summit will take place in Kansas City, with participants ranging from major global brands, financial institutions, and marketing agencies, to leaders in the maker and sharing movements, tech startups, small businesses, city leaders, and civic organizations. Attendees are registered from across the United States as well as Canada and Europe.

In a recent blog post we asked the question “is your company ready for the next ten years?” and answered with co-host Jeremiah Owyang’s presentation from Le Web Paris.  Today, we ask and answer the question “who should attend the Resilient Summit and why?”

The implications of the collaborative economy are far-reaching and we invite you to join us for a unique opportunity to gain insights on this critical topic from Jeremiah and other industry leaders, and to go beyond typical keynote presentations to a highly engaged conversation focused on asking and answering some of the most difficult questions, and together developing actionable insights.

As for who should attend and why:

Businesses – What role to businesses play when people get what they need from each other? Find out how businesses must enable these new behaviors.

Startups – Who’s the next Uber, Etsy, Airbnb, or Kickstarter? Come explore how these scalable new business models are growing faster than ever.

City Governments and Civic Organizations – Using new technologies, find out how cities and governments can increase resiliency, and reduce waste by igniting the sharing community in your own city.

Makers and Sharers – Calling all revolutionaries! Come join you breathren as we redesign and reshape the economy in a way that helps the people.

Marketing Agencies – What’s the next phase after social media? Come learn how the sharing economy and maker movement ignite new influencers in the physical world.

Social Media Pros and Community Managers – The first phase of sharing is when people created media and shared it, we call this social media. Now people are creating physical products and sharing them, understand how to tap into the powerful Collaborative Economy movement.

Entrepreneurs & Innovators – Find out why Google, VCs and other powerful investors have double-downed into the sharing economy and online marketplaces. Find out the latest tech trends at this first-of-a-kind Summit.

Small Business – Connect to your community as the local level as people share, make and develop community using new technologies.

Learn more and register >> Click Here

Is Your Company Ready for the Next Ten Years?

Crowd Companies LogoBy now, you’ve probably heard about the collaborative economy, but may not understand exactly what it is, why it matters to your business, how it’s already disrupting established business models, or how and why your business will need to evolve in order to remain relevant.

In his recent Le Web Paris keynote, Crowd Companies founder and Silicon Valley Analyst Jeremiah Owyang, addressed each of those very questions, and explained why the collaborative economy is the natural evolution of social – from sharing media to sharing goods, services, money, space and resources. We highly recommend you take the time to watch the video of Jeremiah’s keynote embedded below and then ask yourself the question – is your company ready for the next ten years?

In February 2014, Social: IRL and Jeremiah Owyang will co-host The Resilient Summit, a two-day conference exploring key issues surrounding the collaborative economy. The summit will take place in Kansas City, with attendees registered from across the United States as well as Canada and Europe.  We invite you to join us for a unique opportunity to gain insights on this critical topic from Jeremiah and other industry leaders, and to go beyond typical keynote presentations to a highly engaged conversation focused on asking and answering some of the most difficult questions, and together developing actionable insights.

Announcing the Resilient Summit: Exploring the Collaborative Economy as the Next Phase of Social Business

Screen Shot 2013-12-04 at 12.45.37 PMIn the first phase of social, we shared media. With the growth of social and mobile and affordability and accessibility of technology such as 3D printing, we are moving in to the next phase of social where people don’t just share media – they share goods, services, money, space and resources. The crowd is starting to become like a company: self-financing, self-designing products, self-manufcaturing, self-selling to each other – bypassing inefficient corporations in the process.

Corporations must use these same tools and strategies to maintain relevancy.  Just like we did in social business, to match customers launching blogs, video, and social networking accounts, we saw corporations apply the same strategies to engage in the same channels.  Taking a cue from the first phase of sharing, we’re already seeing over 60 corporations that have moved into the collaborative economy. Significant new mindsets and business investments will be required to satisfy this market change.

For companies that do this, they achieve Resiliency:  They’re agile, innovative, connected, empowering others, built to last, and profitable.

In April 2011, attendees from both coasts and 11 states converged in Kansas City for the Social Business Summit hosted by Social: IRL and Jeremiah Owyang. Join Social: IRL and Jeremiah Owyang once again as we reconvene in February 2014, to evolve the conversation to the next phase of social business with the inaugural Resilient Summit.

Hosted in the heart of the nation in Kansas City, we’ll be joined by a diverse group of national brands and the agencies that work with them, regional and local businesses, startups, cities and individuals, plus leaders from the maker and sharing movements. Together we will explore our role in the new collaborative economy and will ask and answer the question: what role to companies play if people get what they need from each other?

Learn more about the event and secure your registration now, by visiting the event website.

 

Help, Not Hype: Jay Baer Keynote at Expion’s Social Business Summit

Expion Summit 2013Expion’s third Social Business Summit took place last week in Raleigh NC, bringing together an impressive group of brands and agencies for a discussion focused around the challenges and opportunities in managing social media programs.

Opening day two of the Summit was Convince & Convert  founder and New York Times best selling author Jay Baer, who delivered a powerful message on the value of smart marketing based on “help not hype”  – the theme of his new book YOUtility.

We’re sharing below a Storify recap of attendee tweets, edited to highlight key audience perspectives and takeaways from Jay’s presentation. Many valuable insights are included.

For additional recaps of all key Summit sessions, you can visit Expion’s blog.

Mission Possible: Insights from Expion’s Social Business Summit

Expion Summit 2013Expion’s third social business summit kicked off today in Raleigh NC, bringing together an impressive group of brands and agencies for a discussion focussed around the challenges and opportunities in managing social media programs.

Expion will be posting recaps of key sessions here in their blog (they’ll be added as the event continues). To supplement that we’re sharing below a Storify recap of attendee tweets, edited to highlight key audience perspectives and takeaways.

Today’s sessions included included:

Earn It. Don’t Buy It – Ignite Social Media’s Jim Tobin  How earned and owned social can save your brand money and create advocates without paying for them.

Your Brand, The Next Media Company – Edelman’s Michael Brito  How organizations can evolve into a fully collaborative social business.

Inside Social Enterprise  – DoubleTree’s Diana Plazas, Group1 Automotive’s Sajeev Mehta, IBM’s Tina Williams, and Whitewave Foods’ Lori Anderson. Moderated by Expion’s Zena Weist  How top brands are aligning the organization to operationalize social throughout the enterprise. 

Generation Z – Students from NC State, Duke, University of North Carolina, Wake Forest and Georgia Tech. Moderated by 360i’s  Matt Wurst  How Generation Zs  interact with brands via social and what they think brands are doing right and wrong.

Brand Advocacy – American Dental Association’s Bridget Houlihan, H&R Block’s Matt Staub, Jeep’s Vicki Carlini, 360i’s Matt Wurst  Brands and agencies discuss how providing content suggestions to employees and customers assists with social selling and influencer marketing.

Client Keynote – Mondelez International’s VP of Global Media and Consumer Engagement, Bonin Bough  The beauty of real-time engagement often lies in improvisation, it’s also about planning ahead: building the right muscle memory, culture and technological backbone.

 

Smart Social: A Conversation with Ignite Social Media’s Jim Tobin

Smart Social SmallJim Tobin, is president of Ignite Social Media, widely recognized as being “the original social media agency.” He is also author of 2008’s Social Media is a Cocktail Party and a new book publishing in the fall of 2013, Earn It. Don’t Buy It. The CMO’s Guide to Social Media Marketing in a Post Facebook World.

Jim recently joined Social: IRL Principal Ben Smith, and Expion VP of Strategy, Zena Weist, for Smart Social, an ongoing series of conversations with leaders and innovators in social business.

During the interview Jim discussed issues ranging from the evolution of Facebook and challenges it’s now facing in keeping users engaged, to Facebook’s advertising model and its impact on user experience, to frustrations with the current state of social marketing and an over-reliance on buying impressions rather than earning engagement.

The interview was conducted via Google Hangout.

Part One: Jim discusses the title of his new book, in particular the reference to a “post Facebook World.” From there Jim discusses where the onus lies in keeping users engaged in the channel – with Facebook in the UX, or with brands in the quality of content created and shared? Jim also discusses Facebook’s current advertising model and whether financial success had come at the expense of user experience.

Part Two: Jim discusses social media advertising vs. social media marketing and the need to move beyond simply buying impressions to develop a deeper understanding of your audience and what they care about –  why they care about your brand, what gets them to react to your content, what gets them to advocate for you.

Part Three:  Jim discusses the current agency environment and the role of niche specialty agencies, such as Ignite.  A key point of emphasis, the need for greater agency collaboration with a focus on the end-user experience.

Part Four: Jim shares some of the frustrations he feels towards the current state of social media marketing and a too common reliance on buying impressions rather than earning results. It was these frustrations that ultimately proved to be the motivating factor behind his new book.

Smart Social: A Conversation with Expion’s Erica McClenny

Smart Social SmallErica McClenny is Senior VP of Client Services at social software company Expion, and is responsible for providing strategic support and guidance for the company’s major brand clients.

For this latest installment of our Smart Social interview series, we spoke with Erica about some of the key challenges, opportunities and trends she has seen emerge through working with this diverse group of brands. The conversation includes valuable insights for any company embarking on or continuing along the path to social maturity, and concludes with a powerful and practical definition and application of the “smart social” theme.

The interview was conducted via Google Hangout.

Part One: Erica discusses working with brands in a strategic business development role and some of the specific challenges and opportunities that have emerged during that process, from creating the right operational structure for social success, to not setting yourself up for perceived failure by trying to measure against a running stage when in reality you are only crawling.

Part Two: Erica discusses social media-driven and empowered employee advocacy as a means for providing a valuable and trusted extension of brand voice, while also allowing individual employees to serve in a valuable lead generation role.

Part Three: Erica discusses key emerging trends, including the consolidation of data and analysis of cross portfolio customer insights. Also the opportunity for brands to connect through social on a local level without overtasking local employees. She also includes a word of caution about keeping focus and avoiding the temptation or pressure of jumping on every new trend –  “doing an average job of being everywhere vs. doing a great job of being in the channels that most closely align with your goals and KPIs.”

Part Four: We conclude the conversation by focussing back on the “smart social” theme and Erica shares a powerful and practical definition of what smart social means to her.

Smart Social: A Conversation with H&R Block’s Scott Gulbransen

Smart SocialScott Gulbransen is Director of Social Business Strategy at tax giant H&R Block, and is the veteran of 13 tax seasons.

Before H&R Block, Scott helped create the social media platforms at both Applebee’s and TurboTax.

Scott recently joined Social: IRL Principal Ben Smith, and Expion VP of Strategy, Zena Weist, for Smart Social, an ongoing series of conversations with leaders and innovators in social business.

During the conversation, Scott provided valuable insights on some key issues, including empowering employee advocacy, the “local social nugget”, aligning social initiatives with business strategy, marketing with the unexpected, and the role and responsibilities of the company’s social media department within the greater organizational structure.

The interview was conducted via Google Hangout.

Part One: Scott discusses where the social media department is housed within the H&R Block organization, and the role the department plays in “leading and empowering,” rather than controlling social.

Part Two: Scott discusses the “local social nugget” and explains how and why H&R Block are working to empower local offices to tap into the power of social communications.

Part Three: Scott discusses employee advocates and explains why, even in a regulated industry, empowering employees to speak about your brand in the right way is not only powerful advocacy, but is actually safer for the brand.

Part Four: Scott discusses the”Stache Act” – a marketing campaign that earned H&R Block a great deal of attention and acclaim. Scott explains that while the campaign was about having fun and playing on the unexpected, the key to its success revolved around “making a business case and having real business reasons for what you want to do” and ensuring social was aligned with the greater business strategy.

Part Five: Scott answers the question, “During your time at H&R Block, what are you most proud of?” His answer is not what you might initially expect, shifting focus from the ‘Stache Act and other high profile successes, to strategy and team members.

Part Six: We conclude the interview by focussing back on the “Smart Social” theme, and Scott explains what “smart social” means to him.

Maybelline New York on their Global Social Community and Award-Winning #TopChicret Campaign

Guest post by Courtney Doman, Social Media Specialist at Social: IRL sponsor, Spredfast.

Maybelline won two Shorty’s this year: Best Use of Video for the Top Chicret announcement of Charlotte Free as the face of Maybelline New York and Best Facebook Brand Presence for Maybelline New York India. I sat down with Charlotte Adjchavanich, Vice President of Digital at Maybelline to discuss the winning campaigns and Maybelline New York’s approach to social.

Congrats on the big win(s)! How do you align social within a multinational company with so many product offerings?

We set the guidelines for our brand presence and create and approve the assets to be used in global markets across all social media platforms at our Headquarters (known as the DMI which stands for Direction Marketing International) for Maybelline New York. We set the guidelines, the do’s and don’t’s, determine which types of imagery and posts are approved, so that we can create one consistent global brand image. For us, that global brand image is based on our DNA: Fashion. Education. Innovation. New York. We use those as our filters when developing social content.

We have a social presence in 106+ countries that fall within regional zones (e.g. Eastern— Western— Central— Europe, Asia, Latin America, North America) and we rely on a mix of internal teams and agencies to maintain our global social presence.

The #TopChicret campaign tapped Sh*t Fashion Girls Say’s P’Trique (and a score of influential fashion personalities) to announce the new face of Maybelline in a viral YouTube Video. How did you come up with this campaign?

Spredfast - Maybelline 2We’re really proud of the #TopChicret campaign and so honored to have won a Shorty Award. ICED Media is a great partner to us and this concept was genius. A major theme for Maybelline is “Catwalk to Sidewalk”—taking fashion and making it translatable to the consumer. When we decided that we wanted to use an influencer to help us reveal Charlotte Free as our new face, ICED came to us and said: What about P’Trique?

And in terms of our filter, he really checked every box. Fashion? Check. Education? OK, there is a reveal, so you’re going to learn something. Innovation? Well, that’s using a meme. New York? The video was shot in New York and we used a lot of New York-based Influencers.  I fell in love with the idea. It was definitely daring, which is something we strive to embody as a brand—not just in product innovation but advertising as well, Maybelline was the first to be talked about on radio, one of the first brands to use recognizable models—so it made sense for us to push boundaries with video in a digital campaign.

The #TopChicret video was a big success and your YouTube Channel is full of great content, what role does video play in your social efforts?

Spredfast - Maybelline 4Video is very important to us. It is definitely an area of investment, focus, and priority. We centralize video production at the DMI to create consistent, high quality videos in line with our DNA so that we don’t dilute the brand.

Tutorial videos are major. Nail is the leading beauty product trend right now and by May we will have shot 43 how-to videos for our Color Show Nail Line. We’ll also often receive director’s cut assets from other advertising platforms that we distribute digitally to provide an extended or behind the scenes look at the brand.

What Goals are you trying to achieve on Social?

We’re focused on education and engagement. We’re using innovative technology and great content as two key drivers to achieve these goals.

Who makes up your social community?

On Facebook, we have 12.5MM + on our 57 pages. Our YouTube channels globally get an average of 2.5MM views each month

How do you encourage fan engagement?

We prompt lightweight engagement and reaction with open-ended questions or either/or questions (“Which shade of lipstick do you prefer?”) and, of course, we respond to customer inquiries (“Where can I find this eyeliner?”). We also create opportunities for deeper engagement, such as soliciting User Generated Content in our activations for new products to build buzz. We definitely are not a one-way communication brand.

How do you see social evolving for consumer brands in the next year?

The focus will be fewer, bigger, better. And beyond that, it will be about integrating social and digital more fully in the marketing mix to create a 360 approach, no matter where or how the consumer wants to interact with us. We’re actually beginning to incorporate augmented reality experiences into in-store displays so that you can instantly access and stream content from your smartphone. It’s about eliminating disconnects. No dead ends.

I loved learning more about Maybelline New York’s daring and innovative approach to social. There is no doubt in my mind that these were two Shortys well earned.

A Conversation with Frank Eliason: Delivering Value and Creating Remarkable Customer Experiences

Smart Social SmallFrank Eliason is Senior Vice President of Social Media at Citibank, and author of @YourService.

Frank became renowned for his pioneering work at Comcast in bringing customer service to the social web under the @ComcastCares Twitter handle. This work has been recognized by many news organizations, including ABC News, New York Times, and Business Week.

Frank recently joined Social: IRL Principal Ben Smith, and Expion VP of Strategy, Zena Weist, for Smart Social, an ongoing series of conversations with leaders and innovators in social business.

Parts one and two of the conversation were shared in an earlier post, with valuable insights from Frank on the @ComcastCares  backstory and birth of social customer service.

Parts three and four of the conversation are embedded below.

Audio podcasts are also available via SoundCloud and iTunes.

In part three of this interview via Google Hangout, Frank expands on his recent post Are We, Social Media Professionals, Destroying Social Media. In particular, Frank discusses real-time marketing trends and the need for brands to be part of the social media community in ways that deliver value and not detract from user experience. .

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In concluding the  interview, Frank answers the question “what does smart social mean to me” with some valuable advice for brands: If you want to win in social, concentrate less on social itself, and more on creating remarkable customer experiences.

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A Conversation with Frank Eliason: @ComcastCares and the Birth of Social Customer Service

Smart Social SmallFrank Eliason is Senior Vice President of Social Media at Citibank, and author of @YourService.

Frank became renowned for his pioneering work at Comcast in bringing customer service to the social web under the @ComcastCares Twitter handle. This work has been recognized by many news organizations, including ABC News, New York Times, and Business Week.

Frank recently joined Social: IRL Principal Ben Smith, and Expion VP of Strategy, Zena Weist, for Smart Social, an ongoing series of conversations with leaders and innovators in social business.

Parts one and two of the conversation with Frank are embedded below. The remainder of the conversation will be shared in a later post.

Audio podcasts are also available via SoundCloud and iTunes..

In part one of this interview via Google Hangout, Frank shares the backstory of how @ComcastCares came about and social customer service was born.

.In part two of the interview, Frank shares events from July 26, 2008, and his realization about the more personalized nature of the social media space – “human connections, not brand messaging.”

Live Hangout with Socialized Author, Mark Fidelman

Earlier today, Socialized! author and Forbes columnist, Mark Fidelman. joined Social: IRL’s Ben Smith as the first guest in a new series of “on air” conversations featuring leaders and innovators in the social business space.  Upcoming guests will include Frank Eliason, Michael Brito, and Jay Baer, with the conversations being co-hosted by Expion VP of Strategy, Zena Weist.

Video of this morning’s conversation is embedded below.  An audio only podcast is also available via SoundCloud or iTunes.

Mark covers a variety of topics, including:

  • Understanding the difference between social media and social business.
  • Why the journey to becoming a social business must start with internal process.
  • Empowering employees.
  • Working with the C-Suite.
  • Overcoming hurdles on the path to becoming a social business.
  • Crisis response and recent social media brandjackings.
  • Influencers vs. brand advocates.
  • Creating a “digital village” of empowered advocates.
  • The meaning of “Smart Social”
  • Opportunities and trends for 2013.