social business from the inside-out

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How businesses can 'socialize' from the inside out.

Published in: Business, Technology

social business from the inside-out

  1. 1. Social Media BusinessFrom the Inside-Out.Charlie PownallBurson-Marsteller September 6, 2011 Kota Kinabalu
  2. 2. Some social media successes…
  3. 3. But many organisations arestruggling
  4. 4. Consumers don’t like beingpreached atRequires a sustained approach
  5. 5. Unclear how to measure valueDon’t have the resourcesor skills
  6. 6. Anxious about losing ‘control’
  7. 7. Yet, 73% of companyexecutives reckon social willfundamentally change howbusiness gets done
  8. 8. Being social demands adifferent mindsetIt’s about being trulycustomer-centric
  9. 9. Multiplicity of touchpoints
  10. 10. And voices
  11. 11. Impact the wholeorganisation
  12. 12. Few firms are set up for this
  13. 13. It’s about the product
  14. 14. Understanding the customer
  15. 15. Internal co-ordination& co-operation
  16. 16. How fit are you?
  17. 17. Leadership
  18. 18. Culture & values  Valuing & recognising innovation  Collaboration across units & locations  Hierarchical
  19. 19. Managing risk  Reputational  Operational  Financial
  20. 20. Governance  A thick manual, or  “Be yourself and don’t be stupid”
  21. 21. Ownership
  22. 22. Organisational modelCentralised
  23. 23. Decentralised
  24. 24. Hub & spoke
  25. 25. Honeycomb
  26. 26. Approach to transparency  Data  IP  Communications
  27. 27. How well connected areyour people?
  28. 28. What/who influencesthem?
  29. 29. Tools, technologies & skills  For listening  For engaging and responding  For managing relationships  For managing channels  For facilitating sales  For tracking performance
  30. 30. Thank you.Charlie PownallBurson-Marsteller@cpownall
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