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The Role Of Social Media In The Organization
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The Role Of Social Media In The Organization

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Online Information Conference presentation by Charlene Li, December 3, 2009 in London, UK

Online Information Conference presentation by Charlene Li, December 3, 2009 in London, UK

Published in Business , Technology
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  • The adoption of social media by customers and employees is pushing companies to re-examine how they engage with these audiences -- and in particular, to decide how open and transparent they can and should be. This is causing a rethink as to how to organise, manage and lead in this new era. Charlene will share insights into the impact of this new social environment, how its tranforming the way we work and how you can prepare for future changes. Walkers timingBetter Starbucks exampleUK Sidewiki exampleFacebook connect examplePicnikobama photo
  • He’s a musician, Canadian from Halifax, and generally, a pretty reasonable and nice guy. After a year, he was fed up. So what does a rational musician do? Write a song about it. And make a video of it.
  • http://www.youtube.com/watch?v=5YGc4zOqozoMusician Dave Carroll from Halifax had his guitars damaged on a flight from Halifax to Chicago.United lost control of this situation.
  • http://flickr.com/photos/kantor/2279534438/
  • I believe that social networks will be like air. I’m not talking about social networking SITES like Facebook or MySpace. I’m talking about the relationships that each one of us has to the people who are important in our lives. I imagine a future where those connections will be anywhere and everywhere when and where you need them. And that they will be essential to our lives, like air. And without it in sufficient supply, we will feel not quite whole. We will look back in 5 years and think, wasn’t it quaint that we had to GO someplace to be social. So I believe that social networks will be like air – everywhere, and essential to your life.
  • Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.

Transcript

  • 1. The Impact Of Social Media In Your Organization
    Charlene Li
    Altimeter Group
    December 3, 2009
    For slides, send an email toinfo@altimetergroup.com
  • 2. Meet Dave Carroll
    Source: davecarrollmusic.com
  • 3.
  • 4. Success in the groundswell requires Open Leadership
    4
    Have the confidence to let go and still inspire commitment
    When people get what they need from each other
  • 5. Open LeadershipHaving the confidence and humility to give up the need to be in control,while inspiring commitment from people to accomplish goals.
    Photo: Kantor, http://www.flickr.com/photos/kantor
  • 6. It’s about relationships
  • 7. A culture of sharing
    7
  • 8. 10 Elements of Openness
    8
  • 9. Explaining strategic decisions
    9
    Open book management
    Managing leaks
  • 10. Updating with every day stuff
    10
  • 11. Conversing: Vodafone on Facebook
    11
  • 12. Open Mic: When people contribute
    12
  • 13. Crowdsourcing new Walkers flavour
    13
  • 14. Platform extends Guardian’s data
    14
    Database of nuclear arms’ location
  • 15. Decision-making models
    15
    Centralized
    Democratic
    Distributed
    Consensus
  • 16. Theme
    Social will be like air
  • 17. Facebook Connect extends
    17
    See what friends read/comment on
  • 18. Your site as you know it
    18
  • 19. Your site with Google Sidewiki
    19
  • 20. Reviews from people I know
    Note: This is a mock-up, not an actual product
    Source: Razorfish
  • 21. New ways of targeting
    21
    Demographic
    Geographic
    Psychographic
    Behavioral
    Socialgraphic
  • 22. Getting Started
    22
  • 23. #1 Goals define your open strategy
  • 24. Learning humanizing customers
    24
  • 25. Plan dialog with the Engagement Pyramid
    Curators
    Producers
  • 26. Ritz-Carlton exemplifies service
    26
  • 27. Starbucks innovates across the organization
  • 28. #2 Understand the benefits of openness
    28
    “We tend to overvalue the things we can measure, and undervalue the things we cannot.”
    - John Hayes, CMO of American Express
  • 29. Fans have value only if they do something
    Buy more Coke
    Tell others how much they love Coke
    4 million fans
    29
  • 30. Use metrics to manage openness
    Net Promoter Score
    How likely are you to recommend this to someone you know?
    Lifetime Value
    Lifetime revenue
    Cost of acquisition
    Cost of retention
    Customer referral value (CRV)
  • 31. Making decisions with metrics
    31
    Find more fans with large networks
    Encourage fans to make more referrals
  • 32. Engagement scores of 100 brands
    +18% revenue
    +15% gross margin
    growth
    +5% revenue
    +3% gross margin
    growth
    +10% revenue
    +1% gross margin growth
    -6% revenue
    -11% gross margin growth
    32
    Source: EngagementDB.com
  • 33. #3 Build trust and manage risk
    The Sandbox Covenant
  • 34. #4 Orchestrate openness
    34
  • 35. Create new workflows
    i.e. Customer service monitors and responds to tweets directly
  • 36. Organizational models for openness
    36
  • 37. #5 Find and nurture Open Leaders
    Collaborative
    Independent
    Pessimist
    Optimist
  • 38. #6 Plan to fail well
    38
    Identify the top 5-10 worst case scenarios.
    Encourage risk taking and forgive failures.
  • 39. New rules of open leadership
    39
  • 40. Thank You
    Charlene LiAltimeter Group
    charlene@altimetergroup.com
    blog.altimetergroup.com
    Twitter: @charleneli
    For slides, send an email to
    info@altimetergroup.com
    40
    Copyright © 2009 Altimeter Group