Get the culture right & the tweets will look after themselves

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Presentation to Twitter Scotland conference, 20th July 2011

Presentation to Twitter Scotland conference, 20th July 2011

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  • 1. The Twitter Effect Martin Thomas @crowdsurfing
  • 2. A Market Matures
    • From gimmicks to game changers
    • From technological hype to organisational & cultural change
    Gartner Hype Cycle
  • 3. Which media owner has larger audience than all these combined?
  • 4. The Twitter Effect?
  • 5. Increased Client Confidence Which of these have you implemented in past year?* * PR Week Communications Directors Survey (July 2011)
  • 6. Compelling Case Studies
    • “ It doesn’t take much to exceed customer service expectations on Twitter they are pleasantly surprised we are listening”
    • “ Nobody calls a call centre with positive feedback but they do on Twitter” Martha Roberts Royal Mail
  • 7. How Twitter is forcing institutions to meet cultural & organisational challenges of a real time world
  • 8. A Hyper-Speed Culture
    • Speed & responsiveness
    “ The trouble with McDonald’s is it’s too bloody slow” Instant access, instant response, instant gratification “living life through shortcuts” MTV
  • 9. Acceleration of News Agenda 1952 Lynmouth flood disaster 1988 Piper Alpha explosion May 2008 Sichuan Earthquake Jan 2009 Hudson River plane crash Spring 2011 Live blogging during Arab Spring 2 days 1 hour 30 minutes Real Time Real Time+
  • 10. Crisis Management in Real Time
  • 11. Service Innovations  Heightened Expectations
    • Speed & responsiveness
  • 12. Real Time Customer Service
    • Taking responsibility for customer service beyond a department
    • 2,000+ employees, following guidelines not rules
      • “ Authentic honest, conversational, be yourself, show respect, expect respect. The goal is to help not be creepy”
  • 13. The Real Twitter Effect
    • Driving new behaviours & expectations
    • Dramatizing institutions’ structural, operational & cultural weaknesses
    Connected Consumer meets Disconnected Corporation
  • 14. “ 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
  • 15. 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
  • 16. Thriving by Loosening Up
    • Operational & cultural traits of successful organisations
      • Trusting
      • Open
      • Agile
      • Informal
      • Collaborative
  • 17. 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”
  • 18. 1. Trusting
    • Bedrock of strong internal culture
    • Allows shared responsibility & real time decision making
    • The best company rulebook ever written?
  • 19. 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
  • 20. How to Build an Empire “ Presumed Competence”
  • 21. Accepting, Anticipating & Even Leveraging Mistakes
  • 22. Which doesn’t mean having to tolerate flagrant abuses
  • 23. 2. Open
    • Transparency & honesty non negotiable
    • Capable of transforming reputations
  • 24. Openness is …
    • Being transparent
    • Engaging critics & embracing criticism
    • Encouraging real conversations with people inside & outside the organisation
  • 25. Openness is … Non Negotiable Social Media is No Respecter of Secrets
  • 26. 3. Agile
    • Ability to improvise & operate in close to real time & to act on real time information
  • 27. 4. Informal
    • Being willing to show a human face
  • 28. Informal Access O2 Twinterviews with senior management  500+ new followers every time
  • 29. Authenticity More Important Than Production Values
  • 30. 5. Collaborative
    • Tapping into spirit of collective self expression
    • Leveraging people’s willingness to shape service & product offers
  • 31. Numbers are Compelling
    • 70% of companies regularly create value through use of web-based communities
    • Using customer communities to solve customer problems costs 10% of traditional call centres
    * McKinsey 2010
  • 32. The Power of Communities Create Content Solve Problems Collaborate Contribute Ideas
  • 33. The Power of Communities Mutualisation: Collaborating with readers and communities to better understand, explore or reflect situations, topics, perspectives or experiences
  • 34. Thriving by Loosening Up
      • Trusting
      • Open
      • Agile
      • Informal
      • Collaborative
  • 35. @crowdsurfing Get your organisation & culture right … & the tweets will look after themselves