Ok, as we all know, many summits and conferences are held in Israel, mainly in the fields of media and marketing. But last week, for the first time in Israel, there was a summit dedicated to social media and the business world.

What did they speak about anyway?

I must say the summit was far more interesting than I expected.

In the international summit, heads and chairpersons of the leading companies shared how one can utilize the advantages of the social platform to improve communications within the organization and with their clients.

They spoke about competition improvement, effective client management techniques and new ways to help organizations expand and quickly reach a larger crowd.

The summit included CEOs of various companies, operations and marketing managers, training and technology, social media experts, human resources and many more.

One of the women who interested me most was Sandy Carter, Vice President, Social Business Evangelism and Sales at IBM, who spoke about the idea of building an online social system in the organization.

She claimed it is more important for an organization to have a social culture rather than a strategy, as the social behavior must be implemented from the very basis.

She spoke about the importance of reputation management for the company and social analysis that allows a better understanding of the crowd.

She focuses on creating an organizational social-business agenda, encouraging competition and trust building measures; explained how to fully implement social behaviors within the organizations; how to develop thinking and technology to assist the service personnel, marketing, operations etc.

More information about Sandy’s techniques: http://bit.ly/Ul4zyh

Granting a medal to the summits participants

In addition to Sandy’s lecture, Roni Ross, founder and president of “Panorama Software” and the first woman in Israel to make a 20 million dollar exit to Microsoft, shared her views and experience in ‘crowd-sourcing’, combining analysis over social networks that are implemented within the organization.

Christopher Moris, Chief Strategy Officer at Jive Software, explained how to make the social media valuable to organizations and companies, and how to create a better buzz.

Jeff Pulver also spoke about social media in organizations, and shared some of his experience working with startups that implement digital systems to support social activity. He shared his views about various platforms and how they affect the organization and its procedures.

LiorZoref, who was especially charming, told the story of his involvement in TED, and interviewed UdiAntebi, Deputy Chief Organizational-Business development at Jive, about the initiation and purchase of his project.

digital marketing guru - Jeff Pulver

digital marketing guru

Fascinating Panel – me and 3 other startup managers speaking about social business

The panel I took part in was hosted by Ran Haklai, CEO at UTest. The Panel included 3 others managers of Israeli startups that are facing the socialschallenge of in organizations.

Many organizations are not aware of the fact that social business startups are the real pioneers of their field, and the panel gave them the opportunity to present their work and technology to the crowd.

Idan Asher shared his views about the world of social business

Who was with me in the panel?

Noam Twistwe, CEO at Verdata, presented a technology developed by his company that allows credit card companies to give attractive offers online using a location based mobile app.

Roei Mann, CEO at ‘De Pulse’, a special social network that focuses not on people but on project that people apply and associate themselves with.

Dr. Idan Asher – spoke about the psychological and logical aspects of the brain when facing the digital world.

I want to share a few important issues I spoke about, regarding the future of organizations in the age of social media:

  • The market goes mobile – with more than 500 million people using Facebook mobile, even Mark Zukerberg considers purchasing WhatsApp (according to TechCrunch technical blog), as he understands today’s market holds the most powerful marketing tools for centuries.

WhatsApp has 100 million messages sent daily, and Facebook knows these messages are on their expense.

  1. Organizations and brands must have understood that they have toimplement the social media in every aspect of the company. Nowadays there cannot be a ‘digital department’ in the organization, as everything became digital. This is part of our lives, part of our client’s natural environment, and we must think of it as such.

Therefore we should do two important things:

  1. Implementing the digital world in the entire organization, and not in a separate department under a different manager.
  2. Organizations and brands must see social media as part of their DNA, and must implement the social elements from the very beginning – from planning of the product, design, strategy and development.
  1. ‘Curated’ – a phenomenon

Statistics show that in the past – 1% were producing contents, 9% were responding to the content and the remaining 90% were simply watching.

Today, at the age of social medias, it has become much easier to produce contents and respond to them. In every social platform people write contents, upload photos and can easily respond to them.

The ‘Curated’ phenomenon indicates that those who are dominant today are the ones who pass the contents along, or lift-off existing contents. I therefore expect a larger use of function like Pinterest, where people share and ‘pin’ others photos, re-blog on Thumbler and re-tweet on Twitter, as people can easily see existing contents and share it along.

  1. Another growing phenomenon is clients financially supporting a specific brand/product, thus gaining a future value.

For example, using KickStarter.com, or the Israeli website headstart.co.il.



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