How Twitter is forcing institutions to meet cultural & organisational challenges of a real time world Martin Thomas @crowd...
A Hyper-Speed Culture <ul><li>Speed & responsiveness </li></ul>“ The trouble with McDonald’s is it’s too bloody slow” Inst...
Acceleration of News Agenda 1952 Lynmouth flood disaster 1988 Piper Alpha explosion May 2008 Sichuan Earthquake Jan 2009 H...
Service Innovations   Heightened Expectations <ul><li>Speed & responsiveness </li></ul>
Crisis Management in Real Time
The Real Twitter Effect <ul><li>Driving new behaviours & expectations </li></ul><ul><li>Dramatizing institutions’ structur...
Why Many Institutions Struggle <ul><li>Not configured to work in real time, in terms of speed or resources </li></ul>* Cri...
Thriving by Loosening Up <ul><li>Operational & cultural traits of successful organisations </li></ul><ul><ul><li>Trusting ...
Tight Thinkers Need Not Apply <ul><li>Organisations & people that struggle with this new world </li></ul><ul><ul><li>Hiera...
Trusting <ul><li>Bedrock of strong internal culture </li></ul><ul><li>Allows shared responsibility & real time decision ma...
Nordstrom Revisited “ Prescriptive rules have the effect of infantilising staff & make it harder for them to adapt to diff...
How to Build an Empire “ Presumed Competence”
Accepting, Anticipating & Even Leveraging Mistakes
Agile <ul><li>Ability to improvise & operate in close to real time & to act on real time information </li></ul>
@crowdsurfing Get your organisation & culture right … & the tweets will look after themselves
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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

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

  1. 1. How Twitter is forcing institutions to meet cultural & organisational challenges of a real time world Martin Thomas @crowdsurfing
  2. 2. A Hyper-Speed Culture <ul><li>Speed & responsiveness </li></ul>“ The trouble with McDonald’s is it’s too bloody slow” Instant access, instant response, instant gratification “living life through shortcuts” MTV
  3. 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. 4. Service Innovations  Heightened Expectations <ul><li>Speed & responsiveness </li></ul>
  5. 5. Crisis Management in Real Time
  6. 6. The Real Twitter Effect <ul><li>Driving new behaviours & expectations </li></ul><ul><li>Dramatizing institutions’ structural, operational & cultural weaknesses </li></ul>Connected Consumer meets Disconnected Corporation
  7. 7. Why Many Institutions Struggle <ul><li>Not configured to work in real time, in terms of speed or resources </li></ul>* Critical response time for responding to negative comments * Critical response time for responding to negative comments 10 minutes 60 minutes
  8. 8. Thriving by Loosening Up <ul><li>Operational & cultural traits of successful organisations </li></ul><ul><ul><li>Trusting </li></ul></ul><ul><ul><li>Agile </li></ul></ul><ul><ul><li>Informal </li></ul></ul><ul><ul><li>Collaborative </li></ul></ul>
  9. 9. Tight Thinkers Need Not Apply <ul><li>Organisations & people that struggle with this new world </li></ul><ul><ul><li>Hierarchical </li></ul></ul><ul><ul><li>Bureaucratic </li></ul></ul><ul><ul><li>Process oriented </li></ul></ul><ul><ul><li>Distrustful </li></ul></ul>
  10. 10. Trusting <ul><li>Bedrock of strong internal culture </li></ul><ul><li>Allows shared responsibility & real time decision making </li></ul><ul><li>The best company rulebook ever written? </li></ul>
  11. 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. 12. How to Build an Empire “ Presumed Competence”
  13. 13. Accepting, Anticipating & Even Leveraging Mistakes
  14. 14. Agile <ul><li>Ability to improvise & operate in close to real time & to act on real time information </li></ul>
  15. 15. @crowdsurfing Get your organisation & culture right … & the tweets will look after themselves

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