Cultural & Organisational Challenge of Social Media

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Presentation to Social Media Ireland Conference (18 Oct 2011)

Presentation to Social Media Ireland Conference (18 Oct 2011)

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  • 1. Social Media and the Cultural/ Organisational Challenges of a Real Time World Martin Thomas @crowdsurfing
  • 2. A Market Matures
    •  From gimmicks to game changers
    Gartner Hype Cycle
  • 3. Gimmicks Play Important Role
    • Beta test ideas & technologies
    • Build audiences
    • Excite media  Generate publicity
  • 4. … but Gimmicks Have Limitations
    • Exacerbate market fixation with tactics, trivia & technology
    • Perceived as superficial  Fail to be taken seriously in the boardroom
    • Limited impact beyond press office  Fail to transform markets & businesses
  • 5. Game Changers
    • Transform organisations & working practices
    • Create new markets & business models
    • Set trends that others will follow
  • 6. Game Changers
    • Transforming public services
    • Supercharging customer services
    • Creating new business models
    • Meeting organisational & cultural challenges 
  • 7. Organisational & Cultural Challenge
    • Social media is driving new behaviours & heightening expectations
    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”
    • Amplifying cultural trends
  • 8. Organisational & Cultural Challenge
    • Dramatizing institutions’ structural, operational & cultural weaknesses
    Connected Consumer meets Disconnected Institution
  • 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. Why Many Institutions Struggle
    • Not configured to work in real time, in terms of speed or resources
    * Critical response time for responding to negative comments * Critical response time for responding to negative comments 10 minutes 60 minutes
  • 11. Thriving by Loosening Up
    • Operational & cultural traits of successful organisations
      • Trusting
      • Open
      • Agile
      • Informal
      • Collaborative
  • 12.
    • Organisations & people that struggle with this new world
      • Hierarchical
      • Bureaucratic
      • Process oriented
      • Distrustful
    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)
  • 13. Tight Thinkers Need Not Apply
    • Organisations & people that struggle with this new world
      • Hierarchical
      • Bureaucratic
      • Process oriented
      • Distrustful
    “ the approval time for each Tweet, by the time it had gone through compliance and tone of voice, used to be 10 days”
  • 14. 1. Trusting
    • Bedrock of strong internal culture
    • Allows shared responsibility & real time decision making
    • The best company rulebook ever written?
  • 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. A Trusting Organisation
    • “ We have issued 31 thousand Tweets none of which have been approved (it would defeat the object)” Martha Roberts, Royal Mail
  • 17. 2. Open
    • Transparency & honesty non negotiable
    • Capable of transforming reputations
  • 18. Openness is …
    • Being transparent
    • Engaging critics & embracing criticism
    • Encouraging real conversations with people inside & outside the organisation
  • 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. 3. Agile
    • Ability to improvise & operate in close to real time & to act on real time information
  • 22. 4. Informal
    • Being willing to show a human face
  • 23. Authenticity More Important Than Production Values
  • 24. 5. Collaborative
    • Tapping into spirit of collective self expression
    • Leveraging people’s willingness to shape service & product offers
  • 25. The Power of Communities Create Content Solve Problems Collaborate Contribute Ideas
  • 26. The Power of Communities
  • 27. Thriving by Loosening Up
      • Trusting
      • Open
      • Agile
      • Informal
      • Collaborative
  • 28. In Summary
    • Are you delivering gimmicks or gamechangers?
    • Get the culture & organisation right and the social media will look after itself
    www.crowdsurfing.net @crowdsurfing