Twitter & Real Time Cultural & Organisational Challenge
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Twitter & Real Time Cultural & Organisational Challenge



Presentation at Twitter conference in Manchester (5th October 2011)

Presentation at Twitter conference in Manchester (5th October 2011)



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Twitter & Real Time Cultural & Organisational Challenge Twitter & Real Time Cultural & Organisational Challenge Presentation Transcript

  • How Twitter is forcing institutions to meet cultural & organisational challenges of a real time world Martin Thomas @crowdsurfing
  • 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
  • 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
  • A Trusting Organisation
    • “ We have issued 31 thousand Tweets none of which have been approved (it would defeat the object)” Martha Roberts, Royal Mail
  • 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
  • Openness is … Non Negotiable “ For brands, Twitter is an option. For public services, it’s an obligation”
  • 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
  • Thriving by Loosening Up
      • Trusting
      • Open
      • Agile
      • Informal
      • Collaborative
  • @crowdsurfing Get your organisation & culture right … & the tweets will look after themselves