PhocusWire Pulse: A New Age For Social Media - Brian Solis

Summary

In this insightful discussion, digital anthropologist and futurist Brian Solis shares his expert observations on the evolution of social media and its impact on customer engagement. He highlights the shift to a 'digital first' consumer mindset, accelerated by the pandemic, and emphasizes the need for brands to reimagine their customer journey to meet new expectations. Solis challenges travel brands to innovate, focusing on personalized experiences and aligning with customer values for a post-pandemic economy.

Takeaways

• 🎙️ The interviewee, Brian Solis, is a digital anthropologist, futurist, best-selling author, and global innovation evangelist at Salesforce, highlighting his expertise in social media and customer engagement.
• 🏆 Brian Solis was recognized for his early involvement in social media, joining Twitter in November 2006 and amassing over a quarter of a million followers, showcasing his long-standing presence and influence in the digital space.
• 🌐 The script discusses the evolution of social media from its early days, emphasizing the democratizing potential of these platforms for conversations and collaboration among businesses, organizations, and governments.
• 📚 Brian Solis references 'The Cluetrain Manifesto', indicating the early vision of social media as a 'live web' for market conversations and the championing of its power for good.
• 💬 The script highlights the double-edged nature of social media, giving everyone a voice but also emphasizing the responsibility that comes with this power, as noted in Solis's 'Social Media Manifesto' from 2007.
• 🛍️ The discussion points out that businesses initially underestimated social media, treating it as a gimmick rather than a crucial channel for customer engagement and brand loyalty.
• 🔄 The pandemic has accelerated the digital transformation of customers, creating a 'digital first' mindset with heightened expectations for convenience, personalization, and speed in service.
• 🌟 Brian Solis suggests that brands need to reimagine their customer journey to meet the new subconscious needs of digital customers, focusing on intuitive and native experiences.
• 🤝 The script stresses the importance of brands being part of the community, aligning with customer values, and establishing trust, especially in the wake of the pandemic's impact on societal roles and expectations.
• 🔍 Solis's research indicates that customers have become more conscious and demanding, with 75% trying new brands or services during the pandemic and intending to stick with them, emphasizing the need for brands to adapt.
• 📈 The interview concludes with a call to action for travel brands to understand and prioritize what's important to their customers, fix friction points in the customer journey, and innovate to deliver 'wow' moments that stand out in the competitive experiential landscape.

Q & A

What is Brian Solis's professional background according to the transcript?

Brian Solis is a digital anthropologist, futurist, best-selling author, and global innovation evangelist at Salesforce. He has been influential in the evolution of social media and has advised many early web 2.0 startups.

What was the initial vision for social media as described by Brian Solis?

The initial vision for social media was to democratize engagement and collaboration among people, businesses, organizations, and governments, aiming for a brighter and more equal future. It was championed for the power of good, inspired by the idea of markets as conversations.

How has social media evolved since its early days according to Brian Solis?

Social media has evolved from being a tool for democratized conversations to an accelerator of influence, with businesses and individuals gaining significant power to shape products, services, and societal norms. However, it has also become a 'wild west' with challenges in managing its impact responsibly.

What is the 'Social Media Manifesto' that Brian Solis mentioned?

The 'Social Media Manifesto' is a document written by Brian Solis in 2007 that spread worldwide, discussing how businesses could use social media for good, create stronger community ties with customers, and transform into 'social businesses'.

What does Brian Solis suggest about the current state of brands' understanding of social media?

Brian Solis suggests that many businesses still undervalue and underestimate the power of social media. He believes that the best companies understand its power, but many still view it as a gimmick rather than a crucial channel for customer engagement.

How does Brian Solis define 'Generation C' and 'Generation Novel'?

Generation C, as defined by Brian Solis, refers to connected customers who have different expectations and behaviors due to their digital-first lifestyles. Generation Novel emerged post-pandemic, characterized by a cross-generational shift towards digital-first behaviors and attitudes, with a heightened focus on values and trust.

What are the key changes Brian Solis identifies in customer expectations due to the pandemic?

According to Brian Solis, customers now expect businesses to be digital-first, to reimagine their processes and standards for engagement, and to create new products and services that meet their unmet and unknown needs. They also seek businesses that align with their values and can be trusted.

What does Brian Solis suggest about the future of customer service and engagement in the travel industry?

Brian Solis suggests that travel brands need to reimagine the entire customer journey, from booking to check-in to the travel experience itself. He emphasizes the importance of personalization, proactive service, and creating 'wow' or 'ignite' moments to stand out in the customer's mind.

What is the importance of understanding the 'new standard' of customer expectations as mentioned by Brian Solis?

The new standard of customer expectations is crucial because once customers have experienced convenience and personalization, they expect these levels of service as the norm. Businesses must adapt to meet these raised expectations to remain competitive.

How does Brian Solis view the role of technology in enhancing customer service?

Brian Solis views technology as a tool to empower service agents, allowing them to provide more personalized and proactive assistance. He suggests using automation and chatbots to handle initial customer inquiries, with human agents stepping in for more complex interactions.

What advice does Brian Solis give for brands to succeed in a post-pandemic economy?

Brian Solis advises brands to understand what's important to their customers, commit to fixing issues rather than reverting to old norms, use technology to enhance service, and innovate experiences to create 'wow' moments that stand out and align with customer values.