We need to come out of the reading room – both literally and figuratively – to engage more proactively and meaningfully with referring physicians and patients. The fact is that patients will receive better care – and outcomes – with a more engaged radiologist.
Roger Eng, MD – President-Elect of the California Radiological Society
OK – Raise your hand if you LOVE your radiologist. [If you are married to a radiologist, you’re disqualified – put your hand down.] I’m not seeing many hands. What’s that? You don’t know who your radiologist is? If you don’t, you’re not unique. Yet radiologists have become increasingly important in the healthcare delivery system. For those of you who aren’t “medically inclined,” Radiologists are medical doctors (MDs) or doctors of osteopathic medicine (DOs) who specialize in diagnosing and treating diseases and injuries using medical imaging techniques, such as x-rays, computed tomography (CT), magnetic resonance imaging (MRI), nuclear medicine, positron emission tomography (PET) and ultrasound (Definition courtesy of the American College of Radiology).
I’m guessing that a few bells are starting to ring now – we’re all familiar with X-rays, MRIs and CT scans at this point. But what most of us don’t realize is that radiologists are usually behind the scenes – completely invisible to the patient. Most of their work is done in a “reading room” that’s completely separated from the exam rooms frequented by patients. It’s quite common for the radiologist to make an analysis of the test results they’re shown, write a report for the referring physician, and send the report back – and that’s the sum total of the engagement in the process.
Yet now, more than ever, the expertise of the radiologist needs to be an integrated part of the continuum of care. Dr. Cynthia Sherry chairs the Radiology Department at Texas Health Presbyterian hospital in Dallas, and is also the Chief Medical Director for the Radiology Leadership Institute. The RLI, a program of the American College of Radiology, is designed to reshape the future of the practice of Radiology.
The old stereotype of the “disengaged radiologist” in the back room absolutely needs to change. Imaging has become such an important part of health care delivery today that virtually all patients have an imaging test of some kind. When the situation calls for it and the patient has an advanced test early in the process, they have measurably better outcomes … the radiologist needs to be more engaged, earlier in the process.
Cynthia Sherry, MD – Medical Director, the Radiology Leadership Institute
The RLI has developed a comprehensive curriculum that is designed to equip radiologists for leadership in the evolving model for delivering healthcare in the US. Underlying all of that leadership development is that radiologists are being trained and equipped to have a voice – and that’s where social media begins to come into play.
For a function that’s traditionally perceived as being a part of the “back office,” a surprising number of radiologists have taken to social media as a mechanism to build those broader connections with referring physicians and patients. We’re tracking over 200 online radiologists through our MDigitalLIfe initiative (you can find a list of them, along with other important members of the radiology community, in this twitter list). One of the most active of them is Garry Choy, a staff radiologist at Mass General Hospital and an instructor at Harvard Medical School. He’s also the founder of a proprietary social network for radiologists called radRounds – that now has over 12,000 members from around the world.
But Garry is also a huge proponent of Twitter – and when I asked him why, his response was, “because it saves me so much time.” Yes, you read that right. Since most non-Twitter-users seem to think of it as a huge time-suck, I was a little surprised myself. So I asked him to elaborate.
“As a radiologist, it’s critically important for me to be connected to all of the latest advancements in process and technology as it relates to medicine. The people I follow on Twitter act as a human filter for the best information. It also allows me to access the top experts in the world, in real time, when I have a question.”
Garry Choy, MD – Mass General Hospital’s Division of Emergency Radiology and Teleradiology
I’m lucky enough to be spending the weekend with some incredibly inspiring radiologists this weekend at the annual meeting of the California Radiological Society – where I’ll be making a presentation with Dr. James Chen on Radiology and Social Media on Sunday the 22nd at 12:00 PDT. We’ll be sharing some data on how Radiologists are using social media for the very first time, which is always exciting. And I’ll also be doing 1×1 “Online Activation” coaching with a couple of dozen radiologists who are ready to take that next step into the future. You can follow all the action through the hashtag #CalRad13.
There’s much more to come as radiologists embrace the future of their field – and as online communication looms large in that process, we’ll all be able to follow along. Enjoy the ride!
With the 2013 version of SxSW Interactive in the books, it’s time for a look back on highlights, key trends (or lack of) and links to some of the awesome content we collected during the several events that we hosted during the event.
For starters, there really weren’t any big technologies that shined through at this SXSW like we’ve had at past events. This isn’t necessarily a bad thing but likely more of an indication that it’s becoming harder and harder to break through all the noise at SXSW Interactive. There was a larger corporate presence than ever this year and that will likely be a continuing theme over the next few years as companies continue to embrace, grow and operationalize social, digital and mobile into their corporate DNA.
Social Commerce Summit
For W2O Group in particular, we had a very successful set of of events that kicked off with our Social Commerce Summit on Thursday, March 7. During this six hour event, we had 19 speakers each give 10 minute TED-like talks. The talks covered a range of topics including love, marriage and creating brand passion. We know it’s a lot of content but we hope you’ll take the time to watch the video (or at least read the highlights in the blog posts) from the speakers below.
We also had a few nice write ups from the event by former PR Week/current Holmes Report writer, Aarti Shah (here) and friend of W2O, Lisa Grimm (here).
Bob Pearson, President W2O Group and Auhor, Pre-Commerce
Andy Sernovitz, CEO SocialMedia.org and Author of Word of Mouth Marketing
Mason Nelder, Director of Social Media & Digital Strategy at Verizon
In particular, we would like to thank our sponsors, Sysomos and BazaarVoice, for making all of our events during SXSW possible. They were (and are) great partners.
W2O Group Open House/Live from Stubbs Video Podcasts
While there weren’t any breakthrough companies this year at SXSW, we did have a number of themes crop up during our Social Commerce Summit and then again during our Live from Stubbs podcast tapings during our open house on Friday, March 8. In particular we heard a lot about big data, mobile, analytics and the operationalization of digital across the organization from many of our speakers/guests. There was also a significant amount of interest in our partner, SnapTrends, technology that provides for location-based analytics, a topic that W2O is quite bullish on.
Over the next few weeks we’ll be embedding the Live from Stubbs videos in blog posts on our Common Sense blog. In the meantime, you can check out all of the videos on our Youtube channel here. You can also read my Live from Stubbs co-host, Kyle Flaherty’s summary of our interview with Youtube’s Jeben Berg, here. When Kyle is not podcasting he is the VP of marketing at local analytics firm, 21CT who was kind enough to sponsor our Live from Stubbs videos. I would also like to thank local video production and strategy company, UPG for all of their brilliant work with both the Live from Stubbs videos as well as recording/editing all of our Social Commerce videos.
Of course SXSW wouldn’t be what it is without a party. And party we did at our 4th annual Geek-a-cue on Saturday night at Franklin BBQ (ranked best BBQ in the U.S. by Bon Appetit Magazine). Fortunately the rain held off this year allowing us to eat fantastic BBQ, enjoy the brilliant music of local favorite, Monte Montgomery, share a few beverages, take funny photos in our photo booth and play a little Corn Hole out behind the tent.
This short video shot and produced by UPG does a wonderful job of summing up this fabulous event.
We also need to thank Natalee Norwood and Spoiled Doves for producing our Geek-a-cue. Without all her creativity, foresight and elbow grease, this event wouldn’t be what it was. Thank you to Aaron and Stacy Franklin and the Franklin staff for use of their venue and all the mouth watering BBQ they served up with smiles on their faces.
Capping off the week, we hosted a digital brunch at our East Austin offices. In spite of threats of rain, the springing ahead of the clocks and a lot of hung over SXSW attendees, we still enjoyed over 125 visitors to our new offices. The petting zoo, chair massages, drinks (alcoholic and caffeinated) and gourmet brunch courtesy of local restaurant/catering company, Dai Due, probably didn’t hurt.
Biggest thanks of all go to the dream team at W2O Group of Erin Disney, Stephanie Layton, Blaire Borochoff and Katrina Hallowell for their months of hard work putting these events together. Huge props also go to our CEO, Jim Weiss and President, Bob Pearson for making these events possible. Last but not least, a shout out to all of our W2O Group employees who volunteered/attended as well as our clients for being an integral part of our SXSW experience. Thank you!
Last but not least, we also had a little fun with our #sxswpickuplines this year. Details are here. Video that put the cherry on the cake is below.
We had lots of fun with photos from Smilebooth at our Geek-a-que as well!
Creating Great Analog Souvenirs for a Digital Era
11:00 AM- 12:00 PM- Omni Downtown
The online and offline worlds are now melting together, thanks to smartphones and social media. But as our life shifts into the cloud, we’re starting to realize that 0s and 1s lack the tangibility and permanence of paper and film. Significant emotional moments are easy to misplace in the online ether, which helps explain why artists and brands are trying to create analog souvenirs of our increasingly digital lives.Want a coaster of your favourite Instagram photo? No problem. Looking for a miniature printer that connects to your smartphone and generates a tiny personalized newspaper? Done and done.Drawing on my experience as co-creator of txt2hold.ca and tweet2hold.com, two interactive art projects that generate unique paper keepsakes of digital experiences, I will explain the whys and hows of converting fleeting texts and tweets into permanent analog souvenirs through a careful mix of research, design thinking and creative inspiration. Additional information here
Culture is King: An Integrated Life Approach
11:00 AM- 12:00 PM- Courtyard Marriott
Survey after survey shows that strong organizational culture and philanthropic focus hold an increasing amount of weight for prospective employees when choosing a job. Yet, too often, employees are asked to check the other important aspects of their lives at the door when they come to work each day. Business leaders who instead work to promote an integrated life philosophy — creating an environment where employees can fuse their work, family, personal and community lives — will end up with a more well-rounded, successful, and happy team. This session will cover how to effectively implement this approach within your business in order to create a culture of giving that benefits your business, your employees, and most importantly — the community. Additional information here
Hype vs Reality: Takeaways from SXSWi 2013
11:00 AM- 12:00 PM- Austin Convention Center
Digitas, a digitally led, integrated brand agency, is collaborating with SXSWi to present the real story of SXSWi 2013.By analyzing a variety of data collected before, during and at the end of this year’s Festival, Digitas’ Beth McCabe, social marketing/tech guru, and Itai Asseo, creative technologist behind Digitas Labs — a tech-inspired incubator within the agency — will reveal the hot topics going into SXSWi 2013 and compare them with what actually resonated with this year’s attendees. Did the hype match the reality? What created the most buzz, and why? What were the biggest surprises? Beth and Itai will use interactive visual aids to bring the story of SXSWi 2013 to life and reveal what it means for you and your business. Discover the headlines you need to know to distinguish the hype from the reality. Additional information here
Follow the Patrient for Meaningful Change
12:30 PM- 1:30 PM Sheraton Austin
The year is 2030 and we, the patients of the future, speak to you as parents, children, friends, professionals, and experts in our own care. We have unprecedented access, knowledge, and resources. We will tell you what it took to get here. Our care, as it is facilitated in our bodies, homes, neighborhoods, and villages, looks little like it was imagined in 2012. We come to you to speak frankly about our experience achieving patient-led care, how we got here, and what we need, so that you can help us design for our children’s children.
This session, told from the voice of the future patient, comes substantiated by hundreds of hours of observations, interviews, and prototyping with care providers and patients at Kaiser Permanente and Mayo Clinic. From multi-organ transplants to well-baby visits, we will translate for participants how we get from an opaque system beyond its breaking point to one that is fluid, transparent, and centered on productive patient empowerment. Additional information here
Democratization of Content, Check. So What’s Next?
3:30 PM- 4:30 PM Austin Convention Center
When Intellectual Property (IP) and Copyright laws were created, content was static – the idea of a world filled with shares, posts, pins and tweets was inconceivable. Today, anyone can be a content creator, making the way we once felt about IP and Copyright laws seem almost archaic.
How has the democratization of content forced publishing platforms and content companies to evolve with respect to IP and Copyright? And if content is king, are publishing platforms responsible for protecting copyright and what are the rights of the consumer vs. the rights of the creator? Join iStockphoto and a host of industry thought-leaders as we explore the new landscape of content democracy and the new reality of intellectual property. Additional information here
SNiRL: Social Networking in Real Life
3:30 PM- 4:30 PM Sheraton Austin
My presentation is all about the feeling of being overwhelmed from managing profiles on social networking sites. This is a positive presentation about social networking, but the emphasis is about building relationships offline too.Using Facebook, Twitter, Google Plus, and LinkedIn (among others) to connect and meet new people is amazing. True relationships occur when we meet in person. SXSW is all about this! I will use SXSW as a specific example of how we should use the time wisely to connect in “real life”. Network online before events, but plan to meet in person at the events. Or carry on new relationships born at conferences like SXSW online after the events. SNiRL will take a look at true networking success stories. I will discuss great ways to use technology and tools to enhance our networking efforts. The power of personal networks can launch careers and friendships. SXSW Interactive attendees will appreciate this presentation. Additional information here
Events and Parties
The Munchie Mobile Food Truck SXSWi
8:00 AM- 12:00 PM
Marriott Hotel, 300 East 4th Street
Free breakfast and late night snacks brought to you by Mashable and TODAY.com.
Additional information here
Mood Media Day Party
2:00 PM- 6:00 PM Clive Bar
We’re back at SXSW with a new brand and a new look – DMX and Muzak are now Mood! We help brands connect with their customers in extraordinary ways – onsite, online and on the go! Put on your dancing shoes and enjoy live performances from Body Language, Blondfire, AVAN LAVA, and Tomorrow We Move To Hawaii. Party also features free beer, live screen printing, and much more. RSVP to moodmedia.com/events. Additional information here
The Interactive Awards Pre-Party and Ceremony Presented by Bloomfire
6:00 PM- 8:30 Pm Hilton Austin Downtown
The centerpiece of the Interactive Evening Events, the Interactive Awards festivities get underway with food, drinks and speculation on award winners. Come see who takes home a coveted Interactive Award in categories such as Digital Breakout Trend and Speaker of the Event. And join us as we celebrate danah boyd as the 2013 SXSW Interactive Hall of Fame inductee. Additional information here
The Interactive Closing Party Presented by Media Temple
9:00 PM- 2:00 AM Stubb’s
Media Temple is back to host the biggest, baddest Interactive Closing Party you have ever seen. Live music blowout! Additional information here
@NIGHT at #Feed powered by Twitter
9:00 PM- 2:00 AM AMOA-Arthouse
@NIGHT hosted by The Meta Agency Featuring a performance by Flying Lotus (Full Layer 3 AV Show), TOKiMONSTA, Teebs, B.Lewis. Complimenary Tequila cocktails Additional information here
Additional parties can be found here
Free and delicious food offerings can be found here
Follow us @W2O Group & @WCGWorld #sxsw2013 Finish SXSWi strong with your best #sxswpickuplines and keep the fun going through the music week.
10:00 am-12:00 pm
We want to meet you! Join us in our downtown office.
OMMA: What Marketers Should Ask Themselves About Social
12:30 PM- 1:30 PM: AT& T Conference Center Salon C
Brand marketers are currently in the midst of dealing with the implications of the most revolutionary shift in the history of communication. Social media has upended the entire landscape, shifting the balance of power from stakeholders in mass communications (brand marketers, advertisers) to a mass of communicators (anyone with a social media footprint). This shift has led to a number of hugely important questions. How will brand marketers measure and justify these new currencies of engagement? Are a tweet and a “Like” valued the same? Should they be? What will it take to engage consumers at scale in the age of social? How will social compare to the banner ad, which our keynote speaker, Jeff Dachis, helped pioneer twenty years ago? In this session at OMMA Social at SXSW, Dachis will tackle these topics and also address the role social will play in driving pre-purchase intent in the years to come. Additional information here
Using Emerging Technologies to Reach Your Audience
2:00- 3:00 PM Wanderlust
In an increasingly fragmented landscape, how do you navigate through all of the new technology and keep your message from getting lost in a sea of communication? This discussion focuses on ways to utilize emerging technologies and devices to not only reach your target, but to also engage and excite them, focusing on practices in digital and social media through an integrated multi-device approach. A Team Detroit event. #sxsw #NewMedia Additional information here
OMMA: Marketing Implications of Facebook’s Graph Search
3:30 PM- 4:30 PM AT & T Convention Center Salon C
Brand marketers are currently in the midst of dealing with the implications of the most revolutionary shift in the history of communication. Social media has upended the entire landscape, shifting the balance of power from stakeholders in mass communications (brand marketers, advertisers) to a mass of communicators (anyone with a social media footprint). This shift has led to a number of hugely important questions. How will brand marketers measure and justify these new currencies of engagement? Are a tweet and a “Like” valued the same? Should they be? What will it take to engage consumers at scale in the age of social? How will social compare to the banner ad, which our keynote speaker, Jeff Dachis, helped pioneer twenty years ago? In this session at OMMA Social at SXSW, Dachis will tackle these topics and also address the role social will play in driving pre-purchase intent in the years to come. #sxsw #SocialMark Additional information here
I Know Where You’re Going: Location as Biometric
3:30 PM- 4:30 PM Radisson Town Lake Ballroom
Last year privacy advocate Malte Spitz sued his cell provider to get the location data generated by his phone. This data allowed him (and his provider) to track everywhere he went during a six-month period—during that time Deutsche Telekom recorded and saved his location coordinates over 35,000 times.This session will discuss location data as the ultimate biometric identifier. The tracking devices we carry around in our pockets (our smart phones) send out location data every time they search for a signal. Law enforcement routinely requests this data – sending out over 1.3 million demands to providers last year. This data can not only reveal where we go and what we do in our lives—it can also define and identify us.Jennifer Lynch, a privacy attorney at EFF, and Jeff Jonas, an IBM Fellow and Chief Scientist, will talk about the legal and technical aspects of location information as biometric, what this means for privacy and civil liberties, and what you can do about it.#sxsw #locationid Additional information here
The New Nature vs. Nurture: Big Data & Identity
5:00 PM- 6:00 PM Radisson Town Lake Ballroom
A baby born in the US today will live an algorithmed life. Her education, healthcare, career, who she dates, the ads she sees, what she reads, eats, buys, will be shaped by a feedback loop of data collected, processed, fed back to her, collected, processed, fed back to her.We call this the new nature and the new nurture.In the new nature, we know more about ourselves through data sources that we will have at our disposal. Information streams of personal and genetic data are increasingly available, but this raises psychological and emotional implications on self-awareness.In the new nurture, retailers, corporations and government bodies use data mining to parse, segment, and sell to human beings. This marks a new moment for humanity: the algorithmed life.The new nature and nurture create opportunity and peril. The increasing availability of data changes how we are able to know and define ourselves—at the risk of being defined by algorithms that we can’t control. #BigData Additional information here
6:00 PM-12:00 AM Warner Bros Television Group
Mexic-Arte Museum- 419 Congress Avenue
Official badge required. Additional information here
5:00 PM- 8:00 PM GoToMeeting Presents Happy Hour in 3D
The Ranch 708 W 6th Street
Official badge required. Additional information here
8:00-11:00 PM The Interactive Opening Party presented by Frog Design
Palmer Events Center- 800 Barton Springs Road
Official badge required. Additional information here
It is hard to not love and respect the amount of energy Mason Nelder has for digital media. Over the course of the last few years Mason has laid the groundwork, and begun to develop a best-in-class social business capability at Verizon. Utilizing an approach based on an analytics infrastructure that is progressive for the Fortune 500, Mason is setting the stage for Verizon to be thought of as a leader in the area of social business.
Mason’s #socialcommerce talk was chalk full of takeaways, but here are the three biggest from my perspective:
Building a social business capability takes people and money – As an industry we are often quick to search for a tool that helps us scale faster, but the reality is that people are an equally important component of any social business capability. That people component could be in the form of people doing the work, but also in the form of internal buy-in. Without people, a social business capability will not get off the ground.
Failing fast – At WCG we are constantly trying to push the envelope and create new things. Sometimes ideas don’t materialize, and the idea needs to be scrapped. What’s important is learning from what didn’t work, and then applying it to another project. Mason espouses that same POV during his talk, and during his day-to-day activities at Verizon.
Innovation, Innovation, Innovation – Mason highlights Steve Jobs as an innovator in his field who helped create something (in the case of Mason’s presentation, the iPad), and then made it more mainstream. Mason suggests that the goal of any social business program should be to build the capability, and then make sure the rest of the organization adopts that philosophy.
We loved Mason’s witty, funny and informative presentation. The capability he is building at Verizon is nothing short of spectacular. Make sure you watch Mason’s presentation and listen to the subtle social business tips that he highlights.
It’s pretty hard to have a conversation about Social Commerce that doesn’t, at some point, get around to BazaarVoice. So we were especially pleased that BazaarVoice CEO Stephen Collins was able to join us for the Social Commerce Summit to share some of his thoughts on the future of online business.
Stephen is a relatively new CEO (since November of 2012), but he came into the role from the CFO slot (Stephen jokingly observed, “I know how to make up numbers”). His background has featured deep experience in developing and rapidly-growing markets. He entered the technology industry in 1997 as a member of the leadership team during the start-up and explosive growth phase at DoubleClick, Inc. (acquired by Google for $3.1 billion in 2007). During his career in technology, Stephen has held the titles of CFO, CIO, COO, and CEO – which speaks well of his ability to lead all aspects of his company’s business.
Some key takeaways from Stephen’s talk:
For too long, retailers have focused on the actual transaction of the purchase, and haven’t made enough of an effort to understand what leads up to – and influences – that purchase. as a result;
Reviews are ASSETS – they have intrinsic value just like buildings and equipment.
The driving equation for BazaarVoice looks like this: Content (Reviews/Data) X Audience (Network) X Utility (technology/platform)
Even though BazaarVoice itself is all about the Utility component of that equation, Stephen feels that it’s actually the least valuable part of the equation for a retailer. “What we’re providing is essentially an huge online mall, in which we’re tracking over 400 million shoppers. We’re helping our customers to attune to the behavior of people engaging with a brand before they buy anything.” That allows BazaarVoice to have an unparalleled view of the “path to purchase” for all kinds of customers – the kind of insights that allow their retailers to capture the attention of the right people, at the right stage in their purchase decision … and they can do it as it’s happening. Social Commerce indeed!
Devon Eyer is one of that rare breed of healthcare communicators who’s been able to drive real change in the way her large company engages with all of its various audiences using social media. Her pedigree as a communicator is stellar – featuring increasingly complex jobs in organizations like TMP Worldwide, Lucent Technologies, Bell Labs and her current home – Johnson & Johnson – where she’s worked since 2007.
Some key takeaways from Devon’s presentation:
The organization has to get over the mindset of brand control or brand ownership. Who owns your brand? EVERYONE.
We don’t always know who’s behind the avatars, there aren’t any rules about what they can say. And there’s no way that you can stop them from talking about whatever they want.
We don’t have to react to every perceived crisis – when you’re part of a real community, the community will often auto-correct without the brand having to do so.
Eventually that leads to executives who navigate the “7 stages of social media angst” and get to the right question: How do I participate and change the conversation?
Devon was able to take us through some of the key elements of really engaging in social media (as opposed to just being there). It starts with finding and using your voice – which is more complicated than it sounds. While elements of your brand diffuse all communications, conversations in social media are generally different than those you’d have with a journalist. And perhaps most importantly, you’ve got to get rid of your “one-and-done,” campaign-oriented mindset and resource yourself to be able to build and maintain consistent, long-term relationships and dialogs.
With Devon at the helm, there’s no doubt that long-term communications innovator J&J is going to continue to lead the way.
Adrian D. Parker leads Social, Mobile and Emerging Media for Intuit’s Accounting Professionals Division, a global leader in financial and business software. He directs the strategic vision for leveraging peer influence and tech innovation to improve customer’s financial lives. Previously, Adrian served as Director of Social Media and Digital Strategy at RadioShack Corporation where he led the company-wide customer engagement experience. He managed a talented team that was recognized across the industry for innovations in mobile marketing, social strategies & digital advertising. Parker’s pioneering work with Twitter, foursquare, Facebook, Apple and other tech platforms has been featured in multiple case studies and books.
During Adrian’s talk, he did the impossible by connecting the process of meeting his now wife, courting her and ultimately, moving toward child rearing to the traditional sales funnel. Let’s just say he killed it. Click here to view his deck.
Andy Sernovitz teaches word of mouth marketing and social media. He is the New York Times bestselling author of Word of Mouth Marketing: How Smart Companies Get People Talking. He leads SocialMedia.org, the community for social media leaders at the world’s greatest brands, and WordofMouth.org, where marketers and entrepreneurs learn to be great at word of mouth marketing.
Andy taught word of mouth marketing at Northwestern University and internet entrepreneurship at the Wharton School of Business, ran a business incubator, and started half a dozen companies. He created the Word of Mouth Marketing Association and the Association for Interactive Marketing. His fantastic blog is called “Damn, I Wish I’d Thought of That!” (http://damniwish.com).
In this video, you’ll hear Andy talk about Love, word of mouth marketing and the art of pouring a drink of bourbon (kind of).
Lori Johnson, VP of Online Strategy at Fidelity Investments, addressed the W2O Social Commerce Summit today on the challenges and innovations of social media in regulated industries. Interestingly, while her perspectives are forward-thinking and the activities she’s spearheaded at Fidelity Investments are leading the industry, they maintain a firm foundation in common-sense philosophies.
A key takeaway included a simple breakdown of how Johnson and her team view social media:
Guidance and Education: engaging customers in unique ways with the information they need
Customer Service: viewing customer service as marketing
Enable Dialogue: allowing customers to begin topics of conversation interesting to them
Enable Advocacy: helping customers speak on the company’s behalf
Do you have a perspective on Social Commerce? As we kick off SXSWi 2013, tell us what you think about this emerging field and the impact it will have on the future of marketing and communications.
Bob Pearson is the author of the ground-breaking book, Pre-Commerce, How Companies and Customers Are Transforming Business Together. He is also the President of W2O Group, an independent network of complementary marketing, communications, research, and development firms focused on integrated business solutions to drive change, growth through “pragmatic disruption” for the world’s leading brands and organizations. Prior to joining W2O Group, Bob lead corporate communications at Dell Inc. and Novartis. Bob lives in Austin with his wife and two daughters. When he’s not flying around the country meeting with clients, Bob enjoys boating and live music.
During Bob’s talk today at W2O Group’s 4th annual Social Commerce Summit, he covered the eleven megatrends of Social Commerce (the focus of his upcoming book):
C²2C replaces B2B and B2C as the most important model to reach customers
The evolution of open-source marketing has led to Storytizing, which will replace advertising as the lead form of media
Forensic analytics requires us to think like detectives, find clues, follow their path and locate solutions
Psychology, Physics, Statistics and Economic Models offer clues on how to build unique market advantage
You can become the top media outlet in your industry/area if you think like a publisher & talent agent and build your social cloud architecture
Commerce will occur where it is most convenient to occur, anywhere in the world
Customer Service will become a social commerce profit and knowledge center
Paid media will become the supporting actor for earned media
Cyber security for companies and our customers will become the new priority for protecting one’s reputation
A new “brain” will enable you to become the smartest member of your ecosystem
Social CRM will be led by audience building & social cloud architecture