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Social media companies must combine their mastery of the latest in real-time, location based or augmented reality technologies in the service of clear and consistent storytelling.
A social contract is the way out of this dilemma for corporations that want to lead in the 21st century by showing consumers how seriously they take customer loyalty and goodwill.
By linking with friends and ultimately strangers and building those relationships, social media is reweaving the social fabric that can then be used to scale your non-profit efforts.
Executives can no longer hide behind the corporate veil. They need to be accountable for what their companies do, because entities are responsible for socially irresponsible behavior.
The companies that make meaningful contributions while also listening to the voices of others are the ones that will genuinely engage their community, who will then go to work for them.
A world in which government is burdened by historic debt, philanthropy has limited resources, and the private sector is only interested in its own personal gain is simply unsustainable.
The way customers relate to brands and how profit is generated has changed so dramatically almost every professional is being challenged to reconsider what they do in order to stay relevant.
Companies, to date, have often used the excuse that they are only beholden to their shareholders, but we need shareholders to think of themselves as stakeholders in the well being of society as well.
As any speaker will tell you, when you address a large number of people from a stage, you try to make eye contact with people in the audience to communicate that you're accessible and interested in them.
Everyone living under the social contract we call democracy has a duty to act responsibly, to obey the laws, and to abandon certain types of self-interested behaviors that conflict with the general good.
Corporate America cannot afford to remain silent or passive about the downward spiral we are undergoing. It cannot turn a blind eye to how difficult the experience of life is for so many of their customers.
In the social business marketplace, brands that hope to build loyal and growing communities do so most effectively when they demonstrate their core values and allow a community to build and engage around it.
Greed has increasingly become a virtue among Wall Street bankers and corporate CEOs in the U.S. Nowhere else in the world do CEOs insist on receiving compensation as high compared to what their employees earn.
When a positive exchange between a brand and customers becomes quantifiable metrics, it encourages brand to provide better service, customer service to do a better job, and consumers to actively show their gratitude.
The most impactful way consumers can assert their power is to become mindful shoppers, giving their dollars only to socially responsible companies. In today’s world of social media and smart phones, this is easy to do.
When people align around shared political, social, economic or environmental values, and take collective action, thinking and behavior that compromises the lives of millions of people around the world can truly change.
The most impactful way consumers can assert their power is to become mindful shoppers, giving their dollars only to socially responsible companies. In today's world of social media and smart phones, this is easy to do.
As a speaker, business leader or marketer of any type, the onus is now on each of us to become equally capable of communicating very personally with a seemingly endless number of people connected by social technologies.
When people align around shared political, social, economic or environmental values, and take collective action, thinking and behaviour that compromises the lives of millions of people around the world can truly change.
Often motivated by a desire to maintain the existing status quo, sloth almost cost the U.S. its auto industry, as it refused for decades to build fuel-efficient cars to compete with Japanese, Korean and European imports.
The framing of how we relate to each other within and across social media platforms will continue to become more sophisticated and nuanced in their expression of how we structure our relationships in our real world lives.
Refuse to accept the belief that your professional relevance, career success or financial security turns on the next update on the latest technology. Sometimes it's good to put the paddle down and just let the canoe glide.
If a brand wants to build social communities, capital and influence, it must become the chief celebrant of its community, not its celebrity. This simple shift in approach unlocks enormous transformative potential for brands.
The role of social media is critical because it helps to spread cognitive dissonance by connecting thought leaders and activists to ordinary citizens rapidly expanding the network of people who become willing to take action.
There is a growing awareness among brands that in order to participate in conversations that are taking place across social networks, they must join these discussions on the basis of something that is meaningful to their customers.
Brands are facing a new competitive landscape in which self-definition, core values and purpose will increasingly define their ability to reach customers that only allow what is meaningful in their lives to pass through their filter.
No one doubts the enormity of the social challenges we face around the world but one critical element of our response must be the generation of new thinking and ideas. Yet creating the conditions that make this possible is not simple.
When thinking through who to bring together to generate new ideas, it is more effective to combine specialists from very different and unrelated disciplines rather than a variety of people with different skills sets in the same field.
The United States is at a critical juncture in time. Our government is riddled with historic debt, and the limited resources of philanthropic and non-profit efforts cannot meet the scale of social challenges we face with necessary force.
The private sector must play a role in ensuring the prosperity and health of the people who comprise its market. It is time for the private sector to become a proactive partner contributing to the efforts of governments and philanthropies.
Ultimately, it's possible that social media platforms will be designed as templates that the users themselves customize in terms of the best way to express their community and experience of life, and brands will have to simply follow suit.
Let's hope brands recognize that the true power of this technology is not its reach but its ability to communicate substance that adds meaning to our lives. Otherwise, brands will be investing in technology that consumers simply won't buy.
The creative destruction that social media is currently unleashing will change more than technology or the leader board of the Fortune 100. It is driving a qualitative shift in the nature of relationships between brands and their customers.
As a function of the easy access to information provided by the Internet, and the ease with which it can be shared thanks to social media, consumers are now better informed as to the behavior of brands and the multiple global crises we face.
Consumers now have a voice. And the fact that consumers can be creators, producers and distributors means they can push back against brands to punish them for their socially irresponsible behavior or reward them for their responsible behavior.
The social business marketplace is effectively forcing brands to engage with consumers on the basis of something that is meaningful to them. More often than not, this takes the form of some core value that finds expression in a non-profit cause.
Transforming a brand into a socially responsible leader doesn't happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values.
Many corporate leaders and employees have the right intentions, but it can be overwhelming when you consider how everything is affected from leadership styles, to organizational structure, to employee engagement, to customer service an marketplace.
Corporate executives need to re-frame their responsibilities to include the interests of all the stakeholders in society at large; not just shareholders, but also employees, the citizens of our communities, and those who care about the environment.
How much do you as a consumer value a positive experience with a brand or its customer service department? How willing are you to share that with your friends? How inclined are you to let that person know that you're interaction with them was positive?
Any institution faces two basic choices if they hope to spark new ideas. One is to leverage the brains trust within their organization by creating a special event dedicated to new thinking. The other is to look outside themselves to stimulate solutions.
Not since the digital revolution in the early '90s has technology placed such a comprehensive burden on business, employees and individuals to reinvent their business plans, services and products, and themselves to keep pace with the changing marketplace.
Non-disclosure in the Internet Age is quickly perceived as a breach of trust. Government, corporations and each of us as individuals must recalibrate how we live and share our lives appropriate to the information now available and the expectations of others.
Concerned consumers are realizing that they can use social media to organize themselves around shared values to start effective movements. Social media gives them a sounding board to share ideas, as well as a means to punish irresponsible corporate behaviors.
Done correctly, everyone from individual speakers to large organizations can inspire citizens and customers to spread a message using their own social channels, and in so doing, inspire countless supporters to build their reputation, profits and social impact.
As we approach each of the great social challenges of our time we must acknowledge that old thinking will not provide the new solutions we need. These solutions will be uncomfortable, hard to sell and risky to execute. But the cost of not doing so is even greater.
Brands are faced with the daily challenge of massively scaling their outreach in order to build personal relationships. While this may seem like a contradiction in terms, it becomes much more possible when brands shift from push to pull dynamics in their marketing.
Creating a better world requires teamwork, partnerships, and collaboration, as we need an entire army of companies to work together to build a better world within the next few decades. This means corporations must embrace the benefits of cooperating with one another.
There are many individuals, companies and even countries operating in what I call a 'me first' mentality, which is effectively a purely competitive approach to life, treating the planet as if it has infinite resources and pitting one country against another for supremacy.
Gluttony might be innocuous were it not for the fact that gluttons tend to disregard whether their self-serving behaviors harm anyone else. We don't need to look far and wide to find examples of gluttonous behavior, as they are numerous throughout the history of capitalism.