From technological hype to organisational & cultural change
Gartner Hype Cycle 46% of UK Facebook users have thought about leaving network & user numbers dropped by 100,000 May-Jun (Marketing, Jun 11)
A Few Statistics of UK adults use social media (Lansons Jun 11) of Facebook users are 55+ (YouGov Jul 11) of people consult online communities before buying of Facebook users access site more than once a day (YouGov Jul 11) (Havas Media (Mar 2011) 61% 30% 62% 60%
Growing Specialisation “ as social networks mature the individual platforms are beginning to demonstrate their core strengths & UK consumers are increasingly differentiating them” YouGov (Jul 11) Strength or Weakness?
Dramatizing institutions’ structural, operational & cultural weaknesses
Connected Consumer meets Disconnected Corporation
“ 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
Allows shared responsibility & real time decision making
The best company rulebook ever written?
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