Hi all, hope you have been enjoying the new year. I recently spoke with Brian Solis about his new book, “The End of Business As Usual” and he shared his insights on social media, social commerce and more.

If you become as inspired as me after reading Brian’s interview, we welcome you to join us for the free Social Commerce Hub at eBay on February 13, as part of the Social Media Week celebrations. We have a wonderful schedule of talks and panels, and Brian will be joining us as a keynote speaker and for a book signing.

Sudha: How did you go from your popular book “Engage” to the new one “The End of Business As Usual“?
Brian: People often ask why I didn’t write “The End of Business as Usual” first and then release “Engage” shortly after. “Engage” is focused on the social media champion and over the last several years, the appetite for knowledge on strategic social media intensified. While “Engage” fueled the groundswell for social media champions, “The End of Business as Usual” was written to empower champions of change throughout the organization. They are complementary and together they can transform an organization for a new genre of business.

Sudha: You talk about connecting to the connected customer. Can you explain who is the connected customer and does this apply for all types of target customers for any business?
Brian: Traditional consumers read newspapers and magazines, watch TV and listen to the radio. They talk to their close network of trusted friends and advisers in email and in the real world. Online consumers learn, share, and communicate using web-based products such as websites and search engines, they are avid mobile phone and email users, review products online and also read reviews to make decisions. The connected consumers is just that…they’re connected. They actively curate and create content through social media and their size of influence is exponentially greater than the other two categories of consumers.

Sudha: Social permeates the corporation from all directions and all levels, making it very difficult to offer one framework for various departments to agree on. What type of framework can corporations adapt to become a social business?
Brian: Businesses often say that they desire to get closer to customers. In order to do so, it must be much more than mere words or intention. Actions speak louder than words. In order to get closer to customers, leadership organization needs to foster a culture of customer-centricity.

Sudha: Companies looking to measure ROI of social and social business metrics is one of my favorite topics. What is your advice to keep the balance on adopting social success in a measurable way while keeping the focus on building that relation with the customer?
Brian: I believe that the best way to address ROI or metrics in general is to develop strategies with a meaningful and measurable end in mind and work backwards from there. Most of the cases we look at in social media start with a channel and employ the same elements we often see in traditional marketing campaigns. But, impressions, clickthroughs, reach and to the same extent, retweets, follows, Likes, and share of voice don’t directly translate into return if the return was never documented.

Sudha: Tell us how you see social commerce evolving in 2012
Brian: Commerce is already social, businesses are just slow to realize that they can employ technology to facilitate it at greater levels today. In fact, social commerce is just one part in what must be a syndicated commerce approach. Remember, there are different groups of consumers who make decisions differently, who are influenced differently and as a result take action differently. Syndicated commerce is the big play in 2012 and 2013 as each form of commerce including mobile, e-commerce, F-commerce, in-store, email, etc. require a dedicated and optimized approach.

Sudha: Finally one last questions – You inspire so many people by your books, blogs, talks and keynotes all the time, . I wonder what inspires you?
Brian: I’m inspired by the struggles people have as they try to bring about change. I listen to their questions. I learn from their experiences. I share everything that I know and am learning. I’m motivated by the greater movement we’re each contributing to in our own way. Individually we learn. Together we transform.

Hope to see you at the free Social Commerce Hub at eBay on February 13. Also, feel free to leave any questions for me below.

Cheers,
Sudha