SocBizChat

A9. Think mobile first, not mobile also. Think snackable content. And think video.

find story lines that you can own. nail that first. And then invest in training, technology so you can scale the content operations.

A9. three key objectives: strategy, publishing, and amplification; supported by relevancy, innovation, and consistency

Create great content, yes, but don't ignore great user-generated content. Find it and amplify it to create advocates and build community.

I'd rather be the most trusted company than a media company. Content builds trust

@scott_jaworski Great point about amplification. This is not a "if you publish it, people will come" world.

@jaybaer Agreed. Video produces such higher conversion and engagement.

to me its the same trajectory as the web but happening much faster; automation tooling to get content systems pumping great content to consumers - now its social business

@jaybaer even some of the #socialmedia companies haven't figured out mobile

A9 Experience their content on the devices or medium their audience does

@KateHaughton4 Videos that entertain and inform, even better!!

convergence of #mobile, #social, #bigdata, & #analytics & leveraging the info with each of these

Think social communities where people feel free to engage, share and help. @Spiceworks is a great example

Agree @ambarmstrong & @jaybaer it isn't think #mobile its create an Amazing Mobile experience... it can't be a by product any longer!

A9. Deliver on – what value are you providing to the audience

Listening to what is relevant and important and transforming that into content that relates to the consumer

@ibmsocialbiz A9. Certainly, we're also at the beginning of the era of employees as the stars of the brand's media company.

@atharafzal Yes I like to refer to that as S.M.A.C. -- Social, Mobile, Analytics, Cloud.. aka my favorite four things to geek out about!

Companies can't get too attached to today or they will miss tomorrow

A9: Social Competency and Social Synergy throughout the entire organization would be my best advice.

@stacimckee Agreed. 120%

@ambarmstrong Just like in life, girl.

@jaybaer Pretty soon it will all be mobile!

@ambarmstrong i think we only need to give it time for everyone to figure out #mobile

A9 next 1-3 yrs, companies need to have all employees to engage socially - not just marketing team

@ambarmstrong Then you still have a chance to pioneer the space! :)

@iSocialFanz Thank you! I love those things too...i can only imagine a better world with SMAC!

Transforming actions and habits to be "Always On" will be the most difficult. Start now!

@KateHaughton4 @ambarmstrong Getting some life lessons today.

@MariaWinans nice point! years ago - I began to blog on a certain product...and i was trying to make it come out perfect...but you have to leave that and just get on with it!

@jaybaer Yess'r...and education will be key. Too bad it has to start at; "what is Twitter"?? So many are so far behind.

Agree 100% @jaybaer mobile and video are so important with a focus on micromarketing through instagram, vine, etc

Stop thinking and start being...

This one is key to a brand's authenticity.

In a word: credibility!

Getting brand advocates to tell your story doesn't mean asking them; it means building a brand that they *want* to share.

more important than what the brand is saying directly. Advocates (employees/customers) are trusted and found credible when others are seeking information about ..

I think it's about the concept of doing well & good for ALL stakeholders, companies want 2b seen as part of community - they then create a brand that shows they care.

HUGE. 92% of consumers trust organic content / opinions created by friends and peers

without a story it's harder for people to relate and understand

and it's not just advocates "RT'ing" branded content. It's mobilizing them to participate and tell the brand story through their lens -- we call this participatory storytelling.

@scott_jaworski Interesting statistic and no doubt true!

Not very... it's just the Holy Grail.

A5. Nobody calls a restaurant and asks if the food is good... we ask our friends we go to the web and we post on social.. The key is investing and empowering your brand advocates as part of the community so they can relate and build relationships!

At the end of the day, its all that matters.

#employeeadvocacy should be every leaders top priority. people trust people

Critical to have clients and partners... but also critical that employees and key influencers are telling a consistent brand story. @IBMSocialBiz

A5. Increasingly, critical. Your employees have WAY MORE social connections (collectively) and WAY MORE social credibility than your company will EVER have.

@danielkdtwt I agree. It's best when the stories are told unsolicited.

Tying this Chat together, brand reputation is about conversational relevance over time. Inspiration, trust and authentic conversation, build up your brand reputation.

@iSocialFanz love this analogy.

.@IBMSocialBiz "When someone can repeat your story it means you had one to tell and got your point across"

as @TedRubin says: Your employees are your company’s best resource..empower them & many can and will become your company’s most active and valuable social advocates

You want others speaking about your brand, company, YOU! It carries a lot more weight when it falls off of the lips of other people, other communities. @IBMSocialBiz

@Britopian Who the advocate is does matter though right?

@iSocialFanz you are ON today!

A5. Trust is the prism through which all business success must pass, and trust is mostly accrued by the people of the brand, more so that the brand itself.

A brands identity is built through relationships. Advocacy should be focused both internal AND external.

We are in a world where consumers listen to their communities about brands.

There is no better way. You truly must strive for this to happen. It's the measure of #greatmarketing

@scott_jaworski weknow that yet - hard for all of us to implement from a company level perspective, getting 3rd party credibility

If your brand is the only one talking about your brand, you're missing out on business

All brands tell you they have a great culture and care about employees on their website... but the proof is in the social employees engagement and even the smile on their social avatars!

@Britopian I like this. It's not about just broadcasting a message.

@KateHaughton4 absolutely! I think it should also be naturally happening

@JasonEng_ RIGHT, this approach actually takes ppl away from broadcasting....to engaging!

#employeeadvocacy connect your customers with your SME. #h2h = @bryankramer

85% of organic content is clicked through more often than paid ads. Sensing a theme?

this is esp impt when it comes to #millennial generation - they trust people over brands...

Plus employees set themselves apart by being great #employeeadvocate

Communication used to be how brands told their stories... thanks to social they are being forced to have CONVERSATIONS...

@atharafzal Now we have to define engagement ;)

@jaybaer Very, very, very well said. Couldn't agree more. As #great marketers we must strive to achieve that level of trust with our buyers. Our stories need to be so good that our customers jump at the chance to share them. It doesn't get better than that

Empowering employees not only builds trust and influencer but the value to the employee is important as well...they are better connected to the company

@atharafzal If a company has to put significant effort into communicating how great its culture is -- it probably isn't!

@JasonEng_ I think I read this is a @Forbes article a few years back: Employee #engagement is the emotional commitment the employee has to the organization and its goals. #truth

@samjoyk Agree...but all generations #old

Authenticity, people connect to other people through stories/communication. Let people be help build your brand voice.

@samjoyk Absolutely! Employees totally have an emotional investment in the brand. We all want to be proud of the brand we work for.

@jaybaer And more impactful ones that really drive business

A5: It also means someone heard you and liked what you said!

the brand we work for helps to define us - if I didn't believe in the company I worked for I would be out the door in seconds - this is why authenticity, transparency & open communication are key!

Brand advocate stories help you build credibility and generate referral leads because they are real, genuine stories, coming from a source who’s not on your payroll @IBMSocialBiz

Brand advocates are critical for brand awareness and fueling growth of word of mouth.

@scott_jaworski Yes. Social media has taken word-of-mouth to the nth degree.