It is called the socialgraph: the complex interconnection of social relationships. It is a new type of network.  One that has the power to redefine the shopping experience allowing companies to anticipate, personalize and energize the shopping experience in new ways.  Tapping the potential of this technology shift will make the vision of customer-centric value chains today's new reality.

Many new technologies are converging simultaneously.  It resembles the wild, wild west.  For many companies, so many things are happening simultaneously, that it is hard to choose how to get started.  As someone said, "I feel like a hamster on a treadmill. It is hard to get off the treadmill to stop to think what combination of tactics will add the MOST value." 

While marketing colleagues are optimizing the tactics above, and defining new ways to use social to shape demand, promote awareness and energize the shopping experience, it unveils new opportunities for the supply chain team that I find that they are largely unaware of.

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