2. Do leaders of businesses understand the word âsocialâ?
3. Is this a repeat of âcustomer is kingâ but
really the leaders do not believe it?
âOur
 Customer
 Services
 department
 have
 the
 pa5ence
Â
to
 look
 a8er
 themâ
Â
11. Beyond customer service â this message taught us all
thatâŚ
It is not about YOU, it is about
US
Communities of people are
asking for something but not
everyone is listening to them
12. Corporateâs speak with their heads
â˘âŻ Consumers and Small Businesses listen with
their hearts
13. This goes way beyond âengagementâ
â˘âŻ Engagement is a TASK
â˘âŻ It can be fake
â˘âŻ It can be delegated
â˘âŻ Building Communities is a shared value and a
reason for existing
â˘âŻ Building communities creates a new form of
capital in a company
â˘âŻ Social Capital
14. âCommunitiesâ are a brands unfair advantage
â˘âŻ Very different to a network
â˘âŻ Two way communication
â˘âŻ Listen, adapt, innovate, survive, thrive
â˘âŻ Forgive
â˘âŻ Loyal
â˘âŻ Belonging
â˘âŻ Family
â˘âŻ Shared values
â˘âŻ Advocacy
17. My lessons
â˘âŻ Communities donât want to be transacted with
â˘âŻ They only want to be supported
â˘âŻ They want their own agenda
â˘âŻ You cannot control them
â˘âŻ They want a lot for free
â˘âŻ They have an enormous power
â˘âŻ They are very hard to monetize
â˘âŻ You cannot see them as customers
â˘âŻ Loyalty means they will criticize
18. But they are very powerful for your brand
They build your
Social Capital
19. Social Capital is the glue in which to build a brand and
create followers
Shared
Â
Commitment
 to
Â
belonging
Â
Shared
 norms
 of
Â
behaviour
Â
EďŹec5ve
Â
communica5on
Â
channels
Â
Formal
 and
Â
Informal
 networks
Â
Create
 your
Â
Social
 Capital
Â
Reciprocity
 and
Â
Â
mutuality
Â
Trust
Â
Image
 taken
 from
Â
Alison
 Mitchell
Â
Liverpool
Â
University
Â
20. The power of unconditional Love as a child
Now we have to engage support and care with
no conditions and no hidden agenda
21. âI support my friendsâ
Hannah
 â
 aged
Â
18
Â
3000
 in
 network
Â
Â
Â
Ross
 â
 aged
 16
Â
Â
800
 in
 network
Â
Â
TJ
 â
 aged
 13
 â
Â
600
 in
 network
Â
Â
22. The trick is to learn how to monetize social capital
â˘âŻ What are the problems that your community
members have?
â˘âŻ What do they want YOU to serve them?
â˘âŻ What are their needs that you can support?
â˘âŻ Who else do you need to collaborate with to
solve problems for them?
â˘âŻ What is it that your community values about
you?
23. Creating followers
"the goal is NOT to sell what you have to
people who need what you haveâŚâŚâŚâŚ
The goal is to get people to BELIEVE WHAT
YOU BELIEVEâ
Simon
 Sinek
 âStart
 with
 WHYâ
Â
24. "If
 you
 want
 to
 build
 a
 ship,
 don't
Â
drum
 up
 the
 people
 to
 gather
 wood,
Â
divide
 the
 work,
 and
 give
 orders.
Â
Instead,
 teach
 them
 to
 yearn
 for
 the
Â
vast
 and
 endless
 seaâ
Â
Â
Antoine
 De
 Saint-ÂâExupery,
Â
Â
Â
Author
 of
 The
 LiOle
 Prince.
Â
25. Building Community requires
â˘âŻ Devotion
â˘âŻ Heart
â˘âŻ Passion
â˘âŻ Understanding
â˘âŻ Belief
â˘âŻ Thought leadership
â˘âŻ Empathy
â˘âŻ Inter-dependence
26. Community building will become a âBoardroomâ
priority
Corporate Social Responsibility has broken
down the âfree willâ of caring
27. The economic benefits of social capital growth
â˘âŻ Reduces transaction costs
â˘âŻ Buyers come to buy
â˘âŻ Creates new forms of information exchange
â˘âŻ Increases innovation/live R&D
â˘âŻ Increases loyalty to the brand
â˘âŻ Creates a âconnectionâ
â˘âŻ Provides feedback
â˘âŻ Ensures engagement
28. Where do you start?
â˘âŻ Brands need to understand the demographic
they serve and the needs of that demographic
â˘âŻ The board needs to agree on their shared
values
â˘âŻ Recruitment has to include these shared
values
â˘âŻ The company must seek to provide greater
contribution to the local or global
communities
29. How Ecademy achieves this
â˘âŻ We listen and engage across all platforms
â˘âŻ We are embedded in the community through the blogs and
messaging
â˘âŻ We meet offline
â˘âŻ We understand the plight and lives of SMEâs
â˘âŻ We empathize
â˘âŻ We share
â˘âŻ We are open and encourage random
â˘âŻ We encourage shared values
â˘âŻ We take responsibility
â˘âŻ We âparentâ
â˘âŻ We are a family
âCommunity First, Transaction Secondâ
35. Klout, Peer Index, Empire Avenue
Social
 Capital
 games
 for
 measuring
Â
inďŹuence
Â
Are
 they
 just
 games??
Â
36. Why should this matter in a global economy
â˘âŻ Consumers have choice
â˘âŻ Consumers share their experience
â˘âŻ Followers have passion
â˘âŻ Followers share their beliefs
39. A final thought
â˘âŻ Social Responsibility of Leaders to enable
their staff to build their own brand and
networks
â˘âŻ Aging population
â˘âŻ No job security
â˘âŻ Pensions - ?????
â˘âŻ Healthcare - ????
40. Social Media Builds your Social Capital
Thank you
Please stay in touch
@pennypower