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How Twitter is forcing institutions to meet organisational & cultural challenges of real time world

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Presentation to PR & Twitter conference, London 18th May 2011

Presentation to PR & Twitter conference, London 18th May 2011

Published in: Education, Technology, Business

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  • 1. How Twitter is forcing institutions to meet cultural & organisational challenges of a real time world Martin Thomas @crowdsurfing
  • 2. 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
  • 3. 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+
  • 4. Service Innovations  Heightened Expectations
    • Speed & responsiveness
  • 5. Crisis Management in Real Time
  • 6. The Real Twitter Effect
    • Driving new behaviours & expectations
    • Dramatizing institutions’ structural, operational & cultural weaknesses
    Connected Consumer meets Disconnected Corporation
  • 7. 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
  • 8. Thriving by Loosening Up
    • Operational & cultural traits of successful organisations
      • Trusting
      • Agile
      • Informal
      • Collaborative
  • 9. Tight Thinkers Need Not Apply
    • Organisations & people that struggle with this new world
      • Hierarchical
      • Bureaucratic
      • Process oriented
      • Distrustful
  • 10. Trusting
    • Bedrock of strong internal culture
    • Allows shared responsibility & real time decision making
    • The best company rulebook ever written?
  • 11. 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
  • 12. How to Build an Empire “ Presumed Competence”
  • 13. Accepting, Anticipating & Even Leveraging Mistakes
  • 14. Agile
    • Ability to improvise & operate in close to real time & to act on real time information
  • 15. @crowdsurfing Get your organisation & culture right … & the tweets will look after themselves