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Gimmicks to Game Changers

Gimmicks to Game Changers



Presentation to Social Media Britain

Presentation to Social Media Britain



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    Gimmicks to Game Changers Gimmicks to Game Changers Presentation Transcript

    • Social Media Through the Looking Glass Martin Thomas @crowdsurfing
    • Social Media Comes of Age?
    • A Market Matures
      •  Growing sophistication
      Gartner Hype Cycle
    • Growing Sophistication “ as social networks mature the individual platforms are beginning to demonstrate their core strengths & UK consumers are increasingly differentiating them” YouGov (Jul 11)
    • A Market Matures
      •  From gimmicks to game changers
      Gartner Hype Cycle
    • Gimmicks Play Important Role
      • Beta test ideas & technologies
      • Build audiences
      • Excite media  Generate publicity
    • … 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
    • Game Changers
      • Transform organisations & working practices
      • Create new markets & business models
      • Set trends that others will follow
    • Game Changers
      • 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
      • Web 2.0 companies are more profitable
      * McKinsey 2010 * McKinsey 2010
    • Game Changers
      • Transforming public services
      • Supercharging customer services
      • Creating new business models
      • Meeting organisational & cultural challenges 
    • 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
    • Organisational & Cultural Challenge
      • Dramatizing institutions’ structural, operational & cultural weaknesses
      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
    • 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
      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)
    • Summary
      • Are you delivering gimmicks or gamechangers?
      • Get the culture & organisation right and the social media will look after itself
      www.crowdsurfing.net @crowdsurfing