{"id":4401,"date":"2012-10-03T12:00:53","date_gmt":"2012-10-03T11:00:53","guid":{"rendered":"http:\/\/www.markwilson.co.uk\/blog\/?p=4401"},"modified":"2012-10-09T12:48:53","modified_gmt":"2012-10-09T11:48:53","slug":"re-imagination-business-antony-mayfield-smwb2b","status":"publish","type":"post","link":"https:\/\/www.markwilson.co.uk\/blog\/2012\/10\/re-imagination-business-antony-mayfield-smwb2b.htm","title":{"rendered":"Re-imagination and business: Antony Mayfield at #SMWB2B"},"content":{"rendered":"<p>Last week, I wrote about the first keynote speech at the fifth B2B Huddle, from Microsoft&#8217;s Dave Coplin. It&#8217;s taken me a few days to get this post up but the next &#8220;act&#8221; was Antony Mayfield (<a href=\"http:\/\/twitter.com\/amayfield\">@AMayfield<\/a>), who <a href=\"http:\/\/www.b2bhuddle.com\/post\/31718331673\/mayfield2keynote\">spoke about advanced persistent opportunities: re-imagination and business<\/a>\u00a0(in other words, looking for new ways of working that are not from past business models).<\/p>\n<div class=\"jetpack-video-wrapper\"><iframe src='https:\/\/www.slideshare.net\/slideshow\/embed_code\/14428574' width='700' height='574' sandbox=\"allow-popups allow-scripts allow-same-origin allow-presentation\" allowfullscreen webkitallowfullscreen mozallowfullscreen><\/iframe><\/div>\n<p>One of the early points that Antony made in his presentation is that there are no real case studies for this topic (everyone is at the start of a journey &#8211; there is nothing definitive) which is an interesting observation. He did suggest though, that there are some useful resources out there in the form of Mary Meeker&#8217;s [and Liang Wu&#8217;s] <a href=\"http:\/\/kpcb.com\/insights\/2012-internet-trends\">State of the Internet report<\/a>\u00a0and Kevin Kelly (former editor of Wired)&#8217;s <a href=\"http:\/\/www.kk.org\/books\/what-technology-wants.php\">What Technology Wants<\/a>. \u00a0Another interesting quote that Antony used was attributed to <a href=\"http:\/\/en.wikipedia.org\/wiki\/Marc_Andreessen\">Marc Andreessen<\/a>\u00a0(web browser pioneer turned venture capitalist) who was cited as saying that &#8220;the future is six months away&#8221; or, in other words, the limit for any sure-fire bets in the world of the Internet and social media is much shorter than the business and marketing plans that we use, so we need to find a new way of working&#8230;<\/p>\n<p>One area where people constantly have to re-imagine\u00a0models is that of security &#8211; with constant threats and risks. One particular form is that of the advanced persistent threat (APT). These are not one-off attacks but are\u00a0very serious and often related to organised crime although hacktivists and governments also represent APTs.<\/p>\n<p>Applying the same thoughts to social business, there is no such thing as the definitive social business strategy &#8211; strategy is seen as something distant. Strategy should be thought of as an advanced persistent <em>opportunity<\/em>. Strategy is fluid and social media is the context. Social media is a proxy for change but it is an approach, not a technology.<\/p>\n<p>Antony then went on to talk about social marketing and its relationship with social brands and social businesses, building up to &#8220;six brilliant things&#8221; for successful brands to follow [in their social media marketing].<\/p>\n<ol>\n<li>Leadership: Mandate and licence for change is clear. Antony cited Burberry as a case study where the CEO ambition was one of a digital brand. Following successful pilots, Burberry built an in-house content team and a social media approach based around a community that, once built, drives the brand.<\/li>\n<li>Vision and values: They know what and who they are for. In place of the\u00a0recognised\u00a0purchase funnel (awareness, consideration, decision, buy [, loyalty]), <a href=\"http:\/\/www.mckinseyquarterly.com\/The_consumer_decision_journey_2373\">today&#8217;s decision journey is one of a &#8220;loyalty loop&#8221; \u00a0(as described by McKinsey and Company as far back as 2009)<\/a>. Brands like Nokia are embracing this cycle of consideration, evaluation, purchase but then building enjoyment, advocacy and bonding with the brand and\u00a0<a href=\"http:\/\/hbr.org\/2010\/12\/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places\/\">a Harvard Business Review article looks at branding in the digital age and how many\u00a0organisations\u00a0are\u00a0spending\u00a0their money in the wrong places<\/a>.<\/li>\n<li>Principles: How they will operate with social\/digital. Again, Nokia was the case study cited by Mayfield (<a href=\"http:\/\/brilliantnoise.com\/nokiapaper\/\">Brilliant Noise has a paper on Nokia&#8217;s global social media strategy<\/a>), with six principles for digital engagement &#8211; effectively &#8220;the right ways to behave&#8221;: 1. Consider the social opportunity in everything we do; engage in better conversations with more consumers; deliver personal experiences, be authentic, and earn trust; sharing is more important than control; define clear objectives from the outset; invest and commit to social presences. \u00a0These are a great starting point for developing a set of\u00a0principles\u00a0for an organisation but, to\u00a0give another example, the UK Government Digital Service sets out its own seven \u00a0digital\u00a0principles\u00a0to follow:<br \/>\n<a title=\"The 7 GDS digital principles by Ben Terrett, on Flickr\" href=\"http:\/\/www.flickr.com\/photos\/benterrett\/7041509709\/\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/farm8.staticflickr.com\/7267\/7041509709_78bb7d6777.jpg?resize=500%2C374\" alt=\"The 7 GDS digital principles\" width=\"500\" height=\"374\" \/><\/a><\/li>\n<li>Pilot and scale: [Have the] Will to try things, [and the] will to scale things that work. Nike was the quoted case study here, building relationships and viewing campaigns as an investment, rather than straight spending.<\/li>\n<li>Frameworks and governance: Systems to guide pioneers and connect key stakeholders. IBM&#8217;s investment model has moved from a traditional campaign model of spend, followed by attention to one of consistent spending targetted on building a community (creating an &#8220;S curve&#8221; of attention, rather than peaks) &#8211; but this is hard work and requires a continued focus.<\/li>\n<li>Digital literacy: investing in skills across the organisation. Examples here are the Nokia Socializer and the Dell Social Media University.<\/li>\n<\/ol>\n<div>\n<p>Antony Mayfield believes that social business is a journey and, just as we embark on personal journeys to move from reading, to\u00a0marking favourites, sharing, commenting, posting, creation, and [perhaps] starting a group in an ever-more-steep curve there are Business models such as\u00a0Red Ant&#8217;s 5 stages of:\u00a0traditional\u00a0 experimental,\u00a0operational\u00a0\u00a0measurable and\u00a0\u00a0fully engaged social business. \u00a0Some organisations might want more detail<\/p>\n<p>Some organisations want detailed ideas but ultimately, says Antony, we need to re-imagine\u00a0everything\u00a0(or someone will do it for you&#8230;).<\/p>\n<\/div>\n<h3>Video<\/h3>\n<p>For those who would like to watch Antony Mayfield&#8217;s B2B Huddle presentation, a copy is embedded below:<\/p>\n<p><iframe loading=\"lazy\" src=\"http:\/\/present.me\/view\/26655-antony-mayfield-advanced-persistant-opportunities\" frameborder=\"0\" scrolling=\"no\" width=\"625\" height=\"300\"><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last week, I wrote about the first keynote speech at the fifth B2B Huddle, from Microsoft&#8217;s Dave Coplin. It&#8217;s taken me a few days to get this post up but the next &#8220;act&#8221; was Antony Mayfield (@AMayfield), who spoke about advanced persistent opportunities: re-imagination and business\u00a0(in other words, looking for new ways of working that &hellip; <a href=\"https:\/\/www.markwilson.co.uk\/blog\/2012\/10\/re-imagination-business-antony-mayfield-smwb2b.htm\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Re-imagination and business: Antony Mayfield at #SMWB2B<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[218],"tags":[474,204],"class_list":["post-4401","post","type-post","status-publish","format-standard","hentry","category-technology","tag-b2b-social-media-huddle","tag-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Re-imagination and business: Antony Mayfield at #SMWB2B - markwilson.it<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.markwilson.co.uk\/blog\/2012\/10\/re-imagination-business-antony-mayfield-smwb2b.htm\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Re-imagination and business: Antony Mayfield at #SMWB2B - markwilson.it\" \/>\n<meta property=\"og:description\" content=\"Last week, I wrote about the first keynote speech at the fifth B2B Huddle, from Microsoft&#8217;s Dave Coplin. 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It was a fascinating talk and I hope Rob\u2026","rel":"","context":"In &quot;Technology&quot;","block_context":{"text":"Technology","link":"https:\/\/www.markwilson.co.uk\/blog\/topic\/technology"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2259,"url":"https:\/\/www.markwilson.co.uk\/blog\/2010\/12\/blog-recap-2010-in-review.htm","url_meta":{"origin":4401,"position":2},"title":"Blog Recap: 2010 in review","author":"Mark Wilson","date":"Friday 31 December 2010","format":false,"excerpt":"A couple of days ago, SQL Server MVP, Brent Ozar took a look back at what he'd been posting on his blog in 2010. 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