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Social Media and the Cultural/ Organisational Challenges of a Real Time World Martin Thomas @crowdsurfing
A Market Matures ,[object Object],Gartner Hype Cycle
Gimmicks Play Important Role ,[object Object],[object Object],[object Object]
…  but Gimmicks Have Limitations ,[object Object],[object Object],[object Object]
Game Changers ,[object Object],[object Object],[object Object]
Game Changers ,[object Object],[object Object],[object Object],[object Object]
Organisational & Cultural Challenge ,[object Object],Real time problem solving   Real time expectations Instant access, instant response, instant gratification  “living life through shortcuts”  MTV “ The trouble with McDonald’s is it’s too bloody slow” ,[object Object]
Organisational & Cultural Challenge ,[object Object],Connected Consumer  meets  Disconnected Institution
“ Digital communications is a destabilizing force in a bureaucratic environment. And I am sitting right in the middle of a bureaucratic environment.’” Senior corporate communications director “ We’re not set up for this shit” UK CEO
Why Many Institutions Struggle ,[object Object],* Critical response time for responding to negative comments  * Critical response time for responding to negative comments  10 minutes 60 minutes
Thriving by Loosening Up ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Tight Thinkers Need Not Apply 90% of public sector bodies restrict staff use of social media to some extent  (Socitm 2010) 67% block access entirely (v. 20% in private sector)  (Socitm 2010)
Tight Thinkers Need Not Apply ,[object Object],[object Object],[object Object],[object Object],[object Object],“ the approval time for each Tweet, by the time it had gone through compliance and tone of voice, used to be 10 days”
1. Trusting ,[object Object],[object Object],[object Object]
Nordstrom Revisited “ Prescriptive rules have the effect of infantilising staff & make it harder for them to adapt to different situations.  This goes as much for digital communications as for selling socks … Like the Nordstrom handbook we’re trusting staff to follow the spirit, not just the letter, of our guidelines” Meg Pickard, writing about The Guardian’s new social media guidelines, November 2010
A Trusting Organisation ,[object Object]
2. Open ,[object Object],[object Object]
Openness is … ,[object Object],[object Object],[object Object]
Openness is … Non Negotiable  Social Media is No Respecter of Secrets
Openness is … Non Negotiable  “ For brands, Twitter is an option. For public services, it’s an obligation”
3. Agile ,[object Object]
4. Informal ,[object Object]
Authenticity More Important Than Production Values
5. Collaborative ,[object Object],[object Object]
The Power of Communities Create Content Solve Problems Collaborate Contribute Ideas
The Power of Communities
Thriving  by Loosening Up ,[object Object],[object Object],[object Object],[object Object],[object Object]
In Summary ,[object Object],[object Object],www.crowdsurfing.net @crowdsurfing

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Cultural & Organisational Challenge of Social Media

  • 1. Social Media and the Cultural/ Organisational Challenges of a Real Time World Martin Thomas @crowdsurfing
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. “ Digital communications is a destabilizing force in a bureaucratic environment. And I am sitting right in the middle of a bureaucratic environment.’” Senior corporate communications director “ We’re not set up for this shit” UK CEO
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15. Nordstrom Revisited “ Prescriptive rules have the effect of infantilising staff & make it harder for them to adapt to different situations. This goes as much for digital communications as for selling socks … Like the Nordstrom handbook we’re trusting staff to follow the spirit, not just the letter, of our guidelines” Meg Pickard, writing about The Guardian’s new social media guidelines, November 2010
  • 16.
  • 17.
  • 18.
  • 19. Openness is … Non Negotiable Social Media is No Respecter of Secrets
  • 20. Openness is … Non Negotiable “ For brands, Twitter is an option. For public services, it’s an obligation”
  • 21.
  • 22.
  • 23. Authenticity More Important Than Production Values
  • 24.
  • 25. The Power of Communities Create Content Solve Problems Collaborate Contribute Ideas
  • 26. The Power of Communities
  • 27.
  • 28.