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Get the culture right and the tweets will look after themselves
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Get the culture right and the tweets will look after themselves



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  • 1. Get your culture right & thetweets will look after themselvesMartin Thomas @crowdsurfing
  • 2. “Digital communications is adestabilizing force in a bureaucraticenvironment. And I am sitting rightin the middle of a bureaucraticenvironment.’”Senior corporate communications director“We’re not set up for this shit”UK CEO
  • 3. Social media dramatises cultural& operational weaknesses Connected Disconnected meets Consumer Corporation
  • 4. New behaviours & heightenedexpectations “Amplifying the volume of moaning” “The trouble with McDonald’s is it’s too bloody slow” Instant access, instant response, instant gratification “living life through shortcuts” MTV Real time problem solving  Real time expectations
  • 5. Why many institutions struggle o Not configured to work in real time, in terms of speed or resources 60 minutes 10 minutes* Critical response time for responding to negative comments
  • 6. Organisations & people thatstruggle with this new world Slow Hierarchical Bureaucratic Process oriented Distrustful
  • 7. No surprise that public sector findsthings difficult
  • 8. Alternative perspective Social media as a positive force for cultural & organisational change Good social = Good business Good business = Good social
  • 9. Operational & cultural traits ofsuccessful organisationsTrustingOpenAgileInformalCollaborative
  • 10. 1. Trusting o Bedrock of strong internal culture o Allows shared responsibility & real time decision making  The best company rulebook ever written?
  • 11. Trust the people “How many of your 90,000 tweets have been pre-approved by senior management?” “None of them”
  • 12. Trust the people in uniform"It comes down to culture of an organisation & degree oftrust you have in your frontline officers. You have to allowthem to make mistakes and deal with them as a mistake,rather than coming down heavily on them.”"The message has to be: We trust you with a batonand with the right to take away someones liberty,I think we can trust you with a Twitter account.”Gordon Scobbie, police national lead on social media
  • 13. 2. Open o Transparency & honesty non negotiable o Capable of transforming reputations & address trust deficit faced by all institutions o Thicker skins essential
  • 14. From litigation to ‘civil dialogue’“the one thing we’ve changed in recent years is we havebeen a lot more open about engaging in dialogue withpeople so long as they aim to be constructive”(Steve Easterbrook, UK CEO, McDonalds)
  • 15. 3. Agile o Ability to improvise & operate in close to real time rather than institutional time  Crisis management at hyper-speed
  • 16. Speed of responseo Photo hoax went viral on Twittero Quickly countered by social-media team with Twitter statemento Stock price rose 5% the following day
  • 17. Agile creativity 
  • 18. 4. Informalo Being willing to show a human face & a personality
  • 19. Think human … not corporate
  • 20. A human response to human error
  • 21. Authenticity & timeliness moreimportant than production values
  • 22. 5. Collaborative o Tapping into spirit of collective self expression o Leveraging people’s willingness to shape service & product offers  70% of companies regularly create value through use of web- based communities (McKinsey)
  • 23. The Power of CommunitiesMutualisation: Collaborating with readers and communities to betterunderstand, explore or reflect situations, topics, perspectives or experiences
  • 24. The Power of Communities 10,000 people have paid to become part of an online community that debates & votes on key decisions involved in running a farm
  • 25. The Power of Communities • Over £200k saved • Over 250 photography ambassadors • 50 million views
  • 26. Social customer service• Community-powered customer service “Using customer communities to solve customer problems costs 10% of traditional call centres”  HP claim saving of $50m in support costs “Each view of a YouTube customer support video equates to an £80 saving” Laura Price, social media manager
  • 27. If you want to succeed as a socialbusinessTrustingOpenAgileInformalCollaborative
  • 28. Get your culture right … & the social media will look after itself@crowdsurfing