• People, not just customers and users
• Experiences, not just engagement and influence
• Brands, not just products and services
• Habits, not just products and services
• Insights, not just measures and analytics

People

• Find, connect and follow the right people
• Educate, engage and influence your followers
• Deliver unified experiences and delight people
• Cut your noise, care for people's voices and heartbeats

Content

• Add context around content
• Create, curate and innovate content
• Encourage meaningful conversations, not just content
• Focus on caring and championing, not just sharing

Business

• Synchronise offline and online behaviours
• Conversion is key - from followers to loyal customers
• Get actionable and usable insights from analytics
• Transition from conversations to interactions and transactions