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 Presentation Transcript

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