Brian SolisAt the occasion of our Social Business Sessions with Brian Solis and Olivier Blanchard, Belgian Pub magazine and Dutch Marketingfacts interviewed Brian on social business and what he would be speaking about in Antwerp.

Part of the first interview has been covered before. Yesterday, Bram Koster and Danny Oosterveer from Marketingfacts published their interview with Brian in Dutch. Here is what Brian Solis answered when asked what he will be covering next week. Note that I have translated it (meaning these are not Brian’s exact words).

Brian Solis: I will speak about the evolution of social business. Why it is important and how you can become ‘social’. We mainly talk about social media and marketing but seldom about the “why” question. Why should we do all this? What will be the impact?

The dynamic customer journey and touchpoints

Furthermore, we’ll take a closer look at the ‘how’: how do we get it implemented? We’ll tackle the future of consumerism in a very tangible way and get started, working on a plan for our businesses that can be further developed the next days and weeks.

I am very enthusiastic about social media and continuously look at the changes. It’s important to take a step back and look at the bigger picture. Who is your customer? How does he behave? A business has to document how people take decisions and what factors and people are influencing them when doing so.

Once you understand this, you have the opportunity to operate in a more dynamic way. This is a must since the customer journey is dynamic as well.

Most businesses don’t understand that. They see the process as a funnel whereby Twitter and Facebook are merely channels. However, you have to look at it as touchpoints in a complex and dynamic process.

More in part one on the “value of a Like”