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Capstone ski centre kent write for me internet of things list of devices go fast reportage tv I'm John Schwarz with USA Today I'm the tech reporter and here with Brian solace about a year ago we were talking about pivot which was the first time you had this conference and can you maybe reiterate what the aim of the conference distance there are so many social media well last year it was the first year that I took over the conference but it was the second annual pivot conference and we used the theme the rise of the social consumer what we didn't want to do last year was have another social media conference for many reasons one because there's a lot of great conferences out there but two I work in the world of enterprise and no Enterprise has changed because of social media they've changed because they recognize the need to and last year we wanted to introduce them to a new type of customer a different breed of consumerism if you will and this year we are focusing on the rise of the social business which is taking a look at the inside of the organization in order to more effectively collaborate externally so give us an example of a company that's adapted using that that theory that you just mentioned is there going to be a company say a pivot that's going to talk about how they've changed fundamentally or how they've adapted to their social media customer well I think what we learned last year one of the best examples was a company called aramark you might know in the food vending a uniform business 250 thousand employees had looked at entertaining a social media strategy and they brought a really a lot of smart people around the table say why did we need a social media strategy it's just a quick question I think a lot of business in light of questions about Facebook and how effective it is for a terms of major big-box vendors like gap nordstrom some of those issues that it's legitimate question well it is a legitimate question and I actually want to come back to that one and get it in a second the thing that they realized those that they weren't prepared internally to address what could happen externally if this happens in this scenario who's going to do this how does information come in the organization what happens within the organization they realized they needed focus first on employees processes governance things that well make a company work they spent the next year building that out and told their story last year at pivot which I thought was really fascinating a lot of people learned about it in fact Donna Vetter who was the person leading that effort has written several articles about it sort of continued on the discussion to help other businesses learn what's possible this year we're going to continue that dialogue because that can't just be the only great example out there and it also want to talk about the idea that we even though we call it a social business it's not just because of social media it's the secure vernacular of social it is a business that can engage with customers and employees can I just interject so does that sound have something to do with story I'm working on about the future of retail this has something to do with just this urgency of now among customers I know this sounds kind of strange but I keep hearing that phrase from Google Facebook visa square they all talk about that and how it changes the way they're going to do business and how it's going to benefit the customer especially the next couple of years and as well as themselves and if they don't adapt they say a lot of companies are going to go by the wayside like well-known companies that's that's so the urgency of now is a big underlying current of the end of business as usual the book that I wrote and just published and it was about how customers are empowered they're making decisions not just in real time but at the right time it is for businesses to understand those new touch points because they can shape and shift a decision in their favor one great example is the story you hear quite often about best buy where someone comes into bestbuy skip the showrooming the issue runners rounds on them as yeah it's an old school policy but when someone comes up to the customer service desk and says can you match this price they'll say no we can't because that's not a printed advertisement there's something as simple as that sends a customer away and so the urgency of now is sort of competing for that moment is it serious of it what is that an example of his journal recently wrote about sears with real-time pricing and real-time inventory I've actually even talked to the Oakland A's a long time ago about real-time pricing for food at their games just to adapt to say for instance a consumer who says look can you match this price absolutely we are being groomed on a price culture however that being said to react to that I call it digital Darwinism if you cannot adapt to this opportunity as technology and society is changing our expectations are changing then by default you become irrelevant or you start to become irrelevant ultimately though businesses are going to have to demonstrate that yes they can compete for now or the urgency of now but at the same time they have to find you ways to introduce value so that it can't just become a price war what's the window of being able to adapt I mean do they need to do within two years i was talking to the head of retail at google today and he said it's accelerating so fast that they really don't have a choice they have to make fundamental changes quickly and you see almost every day some sort of announcement from a JCPenney or macy's along those lines well if this is and I'm going to pivot back to the conference for a minute the reality is that it's not an overnight thing right this is a growing segment of consumerism and at some point this becomes pervasive in terms of your market you have a long window to transform but you have to start to recognize first that you need to and then start to build the infrastructure that's what we're focusing on in the conference but the thing about some of these I don't want to name names but you're not going to win just by technology people are changing not just in how they find prices products but they want to be aligned with those products for many reasons because its form of identity because it's a form of psychology what have you so the businesses are going to have to change not just the infrastructure the technology but also from an aspirational standpoint why would people want to be your customer right do you mention do you want to circle back to Facebook was it was it you famously had the turn of phrase of f-commerce kind of first failed commerce because of the poor track record they had with some of the larger retailers that was the beginning of the quote the latter part of the color was it was a result of the uninspired and that was that most f-commerce initiatives that failed were simply bolt ons onto facebook where they took their e-commerce strategy and threw it on as a tab and that's never going to work because indeed of what everybody's in agreement on is that Facebook is in the place where you're just going to go and shop and browse like you would a traditional website a lot of this is going to be covered it at the pivot conference in a few months is this October it's one of the many things that we're going to look at we're going to look at employees we're going to look at transformation we're gonna look at how to break social media and mobile out of their silos we're going to look at user experience we're look at how to change the customer and employee relationships now it over time okay sounds great thanks for your time done you www capstone high com for money Bank Street College of Education (graduate school), Morningside Heights, Manhattan, next to Columbia University.