Having Difficult Conversations
by Robin Hamman
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Most companies still have a mass mentality. The individual knowledge, skill and creativity held by staff is hidden behind processes devised in the image of the assembly line. ...
Most companies still have a mass mentality. The individual knowledge, skill and creativity held by staff is hidden behind processes devised in the image of the assembly line.
Products and services are viewed as a source of profit at the point of sale, not after - so talking to customers who have already spent their money is seen as a cost not a source of value.
This presentation, the Keynote at Unicom, held in London on 03 June 2009, shows how social media can change all this and provides a 4 step approach to the process of socialising the way your organisation listens, acknowledges, engages and collaborates with consumers, audiences and stakeholders.
Presentation by Robin Hamman, Head of Social Media at Headshift and Visiting Journalism Fellow at City University London
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Katy Lindemann
Robin Hamman
Head of Social Media at Headshift and Visiting Fellow, City University, Department of Journalism
Keynote at Unicom (#ECSM)
London, 03 June 2009
You can find out more about Headshift at http://www.headshift.com and Robin Hamman at http://www.cybersoc.com
Follow me @ http://twitter.com/Cybersoc
Our ENTERPRISE team implements user focused knowledge management and collaboration tools to help employees behind the scenes.
Our SOCIAL MEDIA team, which I lead, creates consumer and audience facing propositions that help organisations have deeper, more meaningful engagements with consumers, stakeholders and audiences.
Products and services are viewed as a source of profit at the point of sale, not after - so talking to customers who have already spent their money is seen as a cost not a source of value.
The result? Companies spend a fortune on call centres that make their customers hate them.
Let's look at how...
(note: With that simple to make link between what was once an administrative process they're suddenly generating and sharing content.)
[The BBC is a Headshift client]
140 characters seems a pretty efficient way to deal with customer issues - perhaps it's a better way too?
This is David Hone. He's Shell's Climate Change Advisor - a leading scientist in the area and, now, a frequent and vocal contributor in the search for a solution to the climate disaster facing us all... you, me and people who work at Shell alike.
[Shell is a Headshift client]
- brave
- potentially risky
- often done by employees who care, not employees who have to
- guidelines can help support those who do
- always understand and respect norms and conventions of the community space you enter
They've opened their entire programme making process up to scrutiny but, more importantly, are involving their audience at each step of the way - asking for story ideas, feedback on suggested running orders, contacts who might be good interviewees, etc.
Crowdsourced innovation - testing - and marketing...
Bespoke products, services and experiences humanise. Listening, acknowledging, engaging and collaborating is not just a cost, it's also a source of profit.
Social media gives us new opportunities to do all these things, so let's start replacing the assembly lines people hate with some genuine humanity.