Get the culture right & the tweets will look after themselves
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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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    Get the culture right & the tweets will look after themselves Get the culture right & the tweets will look after themselves Presentation Transcript

    • The Twitter Effect Martin Thomas @crowdsurfing
    • A Market Matures
      • From gimmicks to game changers
      • From technological hype to organisational & cultural change
      Gartner Hype Cycle
    • Which media owner has larger audience than all these combined?
    • The Twitter Effect?
    • Increased Client Confidence Which of these have you implemented in past year?* * PR Week Communications Directors Survey (July 2011)
    • 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
    • How Twitter is forcing institutions to meet cultural & organisational challenges of a real time world
    • 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
    • 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+
    • Crisis Management in Real Time
    • Service Innovations  Heightened Expectations
      • Speed & responsiveness
    • 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”
    • The Real Twitter Effect
      • Driving new behaviours & expectations
      • 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
    • 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
    • Thriving by Loosening Up
      • Operational & cultural traits of successful organisations
        • Trusting
        • Open
        • Agile
        • Informal
        • Collaborative
    • 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”
    • 1. Trusting
      • Bedrock of strong internal culture
      • 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
    • How to Build an Empire “ Presumed Competence”
    • Accepting, Anticipating & Even Leveraging Mistakes
    • Which doesn’t mean having to tolerate flagrant abuses
    • 2. Open
      • Transparency & honesty non negotiable
      • Capable of transforming reputations
    • Openness is …
      • Being transparent
      • Engaging critics & embracing criticism
      • Encouraging real conversations with people inside & outside the organisation
    • Openness is … Non Negotiable Social Media is No Respecter of Secrets
    • 3. Agile
      • Ability to improvise & operate in close to real time & to act on real time information
    • 4. Informal
      • Being willing to show a human face
    • Informal Access O2 Twinterviews with senior management  500+ new followers every time
    • Authenticity More Important Than Production Values
    • 5. Collaborative
      • Tapping into spirit of collective self expression
      • Leveraging people’s willingness to shape service & product offers
    • 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
    • The Power of Communities Create Content Solve Problems Collaborate Contribute Ideas
    • The Power of Communities Mutualisation: Collaborating with readers and communities to better understand, explore or reflect situations, topics, perspectives or experiences
    • Thriving by Loosening Up
        • Trusting
        • Open
        • Agile
        • Informal
        • Collaborative
    • @crowdsurfing Get your organisation & culture right … & the tweets will look after themselves