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social business from the inside-out
 

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