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Social media impacts the whole organisation, not just marketing, PR and customer service. What are the implications and opportunities for businesses and governments?
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Social Business. From the Inside-out. iMedia Agency Summit, Kota Kinabalu September 06, 2011
Some social media successes…
But many organisations are struggling
Consumers don’t like being preached at
Requires a sustained approach
Unclear how to measure value
Don’t have the resources or skills
Anxious about losing ‘control’
Yet, 73% of company executives reckon social will fundamentally change how business gets done
Being social demands a different mindset
It’s about being truly customer-centric
Multiplicity of touchpoints
And voices
Impact the whole organisation
Few firms are set up for this
It’s about the product
Understanding the customer
Internal co-ordination & co-operation
How fit are you?
Leadership
Culture & values Valuing & recognising innovation Collaboration across units & locations Hierarchical
Managing risk Reputational Operational Financial
Governance A thick manual, or “Be yourself and don’t be stupid”
Ownership
Organisational model Centralised
Decentralised
Hub & spoke
Honeycomb
Approach to transparency Data IP Communications
How well connected are your people?
What/who influences them?
Tools, technologies & skills For listening For engaging and responding For managing relationships For managing channels For facilitating sales For tracking performance
Thank you. Charlie Pownall Burson-Marsteller @cpownall