The 3rd Age of Social is here. Are you ready? Social networks are evolving technologically, culturally and rapidly. It is no longer enough to simply count follower numbers: brands must understand the concepts of trust and influence and engage with their community as human beings. The first Slideshare in the series looks at the mind-set that marketers need to adopt in the new age of social. Are you just using Twitter as a channel to advertise to people or are you creating meaningful, lasting relationships with the influencers who will become valued users and advocates to truly enhance your brand?

1. 1
Creating the right
internal mind-set
Part 1 of “The 3rd Age of Social” eBook
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2. 2
Set yourself up for success by adopting the correct mind-set
Over the last five years many marketers have played a numbers game. Money & energy
have been spent building sizeable Twitter communities. But social media marketers are
now seeing that value isn’t in quantity alone. The Age of Context is here.
Presence is enough
• How do we use Facebook
and Twitter?
• Should we also set up a G
+ profile?
• How can we make our
page more interesting?
Social 1.0
It’s a numbers game
• How many likes and
followers do we have?
• How many times per week
should we post?
• When is the best time to
post our content?
Social 2.0
The Age of Context
• Does my audience match
who I care about?
• Who are my influencers & in
what context?
• How can we engage them
properly?
Social 3.0
Questions

3. 3
Change needs to be attitudinal and organisational

4. 4
Brands can now interact with customers in an
unprecedented way but many are still doing it the old way.
Here are some examples of companies getting it right:
Respect the
community’s
opinions
• 150,000+ ideas submitted
• 277 innovations realised
• 40,000 contextual followers
• Human response
• Aware of followers’ opinions
• Acted quickly
Community
through
Collaboration
Starbucks allowed their
customers to shape the look and
feel of the coffee chain.
Nissan responded quickly to a
potential PR disaster.
1

5. 5
100%
48%
5%
0%
20%
40%
60%
80%
100%
120%
30% of
following
inactive
50% of
following
inactive
69% of
following
inactive
%
Stop counting follower numbers - 100,000 followers mean
nothing if they are not active!
We analysed a sample of over 20
companies with large
communities (ranging from
20,000 to 314,000 followers).
Every one of them was followed
by at least 30% of users who
were inactive.
The quality of your community is
more important than the quantity
of followers you have.
2

6. 6
Treat the people in your community like you would treat
someone in “real life”
Case in point
Innocent Drinks have
perfected the casual
relationship, and their
followers love it!
VS
Too many
companies see
Social Media
merely as an
opportunity to
shout more
adverts at their
followers.
Instead, you
need to be
genuinely
engaging and
stimulating to
maintain any
customer
relationship.
3

7. 7
In many companies, social media was evangelised by people lower down the
company’s hierarchy. While this is great, we have now reached a stage where
leadership needs to be involved. Remember, people buy (into) people!
68% of CEOs of Fortune 500 companies still
have no social media presence.
If you think personality isn’t important to a brand
think about these leaders – do you recognize
them all?
Social media is inherently anti-hierarchical, but requires
leadership involvement to flourish
So if you are
a leader get
yourself on
Twitter!
Advocacy,
ideas &
content need
to come from
everywhere
A lonely
ranger can’t
represent a
whole
company
1

8. 8
If you can engage
employees in
debate and info-
sharing, chances
are your followers
will be equally
stimulated!
Use tools like HipChat and
Yammer to create a
collaborative space to share
ideas and insights.
Input from a leader is vital in
creating an authoritative
online persona.
Rotating contributors can
give employees ownership
of the brands identity.
Create space for communal contribution: use the minds around
you!
Social media is about sharing and your whole office is a fantastic resource for
content that you can share with your online community.
2

9. 9
Engaging and
interesting brands will
not just create
relationships with
followers but also their
followers.
Organisation 3: Share and celebrate the Harvest
Get your followers to
generate content for you
- everybody wins!
• Competitions
• Campaigns
• Sharing viral content
Social Media gives you
the chance to be
inventive with your
marketing.
• Viral Videos
• Event marketing
• Blogging
Sharing builds the
community
Internal
External
RecommendationsUser generated content
Feedback Branding
Engaging and sharing
with consumers is a
great way to get to know
what they think of you,
what’s working and what
you can improve.
3

10. 10
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