Professional Documents
Culture Documents
Marketplace
MODULE 1
“It’s not the strongest of the species that survives, nor the
most intelligent that survives. It is the one that is most
adaptable to change.”
Key thought:
Charles Darwin
Prosperity is not the
wealth of a few but the
well being of many. “Social and digital media is a bullet train and that bullet
train is not coming home.”
Howard Schultz, CEO, Starbucks
MODULE 1 QUESTIONS:
I) New Economy:
“The biggest problem with runaway inequality…is that it undermines the unity of purpose
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Steve Pearlstein, Washington Post
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communities where they operate is outdated and irrelevant in our interdependent world.”
Bill Clinton
1. Do you believe we are on the cusp of a revolutionary change in business or not, and why?
2. Do you regard the current economic and technological challenges with fear or optimism, and why?
MODULE 1
3. List your top three economic concerns in terms of how they can negatively affect your business.
4. Do you believe greater economic equality is necessary for you and your business to thrive? If so,
why? And, if not, why?
“With more countries, more customer segmentation, more media, and more distribution
channels, companies and their CMO’s are waging a battle with complexity.”
McKinsey Quarterly
1. On a scale of 1-10, rate your readiness for the following shifts in the marketplace:
Data explosion
Variety of channels/devices
ROI accountability
Corporate transparency/accountability
Shifting demographics
2. On a scale of 1-10, rate the difficulty of each of these barriers to using social technology:
MODULE 1
Cost
Lack of IT skills
Tools implementation
Difficulty of use
3. On a scale of 1-10, rate how important it is for you to increase the use of the following social
platforms/tools/media:
Social media
Customer analytics
Mobile/tablet apps
Content management
Reputation management
SEO
4. Select three business skills you are willing to invest in over the next year to master social branding:
MODULE 1
“We are living in the middle of a remarkable increase in our ability to share, to cooperate with
one another, and to take collective action, all outside the framework of traditional institutions
and organizations.”
Clay Shirky, NYU Professor & author, ‘Here Comes Everybody’
“Facebook didn’t make people brave. It just helped that bravery spread and grow.”
Wael Ghonim, former Google employee, Egypt
1. On a scale of 1-10, rate the trust/admiration your customer community has for the following:
Your industry
Your brand
Your services
Your products
2. Identify three steps your brand can take to build customer trust (for example, more purposeful
and visible leadership, deeper social media engagement, greater corporate transparency and
accountability).
3. Identify three ways your brand can add greater meaning to your customers’ lives (for example,
clearer articulation of brand purpose, greater social responsibility, contribution to a cause).
MODULE 1
4. On a scale of 1-10, rate how well you currently monitor the following social media for customer
feedback and behavior:
Web browsing/search
Google+
YouTube
Foursquare
5. Which phrase best describes how well your brand is prepared for a rise in customer activism?
6. Identify the first three steps your brand must take to be better prepared for customer activism:
MODULE 1
Better define your brand and its purpose
Additional Notes: