social business from the inside-out
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social business from the inside-out

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How businesses can 'socialize' from the inside out.

How businesses can 'socialize' from the inside out.

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social business from the inside-out social business from the inside-out Presentation Transcript

  • Social Media BusinessFrom the Inside-Out.Charlie PownallBurson-Marsteller September 6, 2011 Kota Kinabalu
  • Some social media successes…
  • But many organisations arestruggling
  • Consumers don’t like beingpreached atRequires a sustained approach
  • Unclear how to measure valueDon’t have the resourcesor skills
  • Anxious about losing ‘control’
  • Yet, 73% of companyexecutives reckon social willfundamentally change howbusiness gets done
  • Being social demands adifferent mindsetIt’s about being trulycustomer-centric
  • Multiplicity of touchpoints
  • And voices
  • Impact the wholeorganisation
  • 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 modelCentralised
  • Decentralised
  • Hub & spoke
  • Honeycomb
  • Approach to transparency  Data  IP  Communications
  • How well connected areyour people?
  • What/who influencesthem?
  • Tools, technologies & skills  For listening  For engaging and responding  For managing relationships  For managing channels  For facilitating sales  For tracking performance
  • Thank you.Charlie PownallBurson-Marsteller@cpownall