Social Business: From The Inside-Out
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Social Business: From The Inside-Out

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Social media impacts the whole organisation, not just marketing, PR and customer service. What are the implications and opportunities for businesses and governments?

Social media impacts the whole organisation, not just marketing, PR and customer service. What are the implications and opportunities for businesses and governments?

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  • 1. SocialBusiness.From theInside-out.iMedia Agency Summit,Kota KinabaluSeptember 06, 2011
  • 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