Presentation at m2c in hamburg germany, March 2012

1. Social Business:
Telling a Few Truths, Debunking a Few Myths
Jaime Punishill
Global Head of WM Digital Distribution & Content Strategy
m2c2012
@jpunishill

2. IT’S THE ECONOMY, STUPID

3. IT’S ABOUT CONTROL, STUPID

4. WHO CONTROLS YOUR
BRAND?

5. Source: Brandtags.net, created
with wordle.net
Socialnomics: 25% of “The head of social media
search results for top 20 at McDonald’s is the
brands are links to user customer”
generated content

9. Go Read Open Leadership

10. YOUR WHOLE COMPANY IS
SET UP TO RESIST CHANGE

12. Most companies STILL don’t get digital,
nevermind social

13. How well does digital represent your firm?

14. “You can’t buy attention anymore. Having a
huge budget doesn’t mean anything in
social media.
The old media was PAY to PLAY. Now you
get back what you can authentically put in.
You’ve got to be willing to PLAY to PLAY.”
Alex Bogusky, CP&B
BUT are you ABLE to PLAY w/o being Nestle?

15. IT’S ABOUT CONTROL, STUPID

16. Start by admitting your not in control
http://www.charleneli.com/open-leadership/
http://t3.gstatic.com/images?q=tbn:ANd9GcT-Po6yUiC5Re9dF4E_dUsO8OVvN-Xu-dQjs-0UcNFm9gCWLo2QmA

17. If they can figure out how to do it, what’s
stopping your firm?

18. CHASE: This call will be monitored or
recorded…
ANN: “Yes it will.”
http://www.youtube.com/watch?v=_9mqj7jD0QE

19. Getting in isn’t your biggest challenge, it’s
what to do once you get access
http://piccsy.com/2011/04/studio-54/
http://www.bachelorvegas.com/nightclubs/jpegs/studio54/studio-54-night-club.jpg

20. DON’T BRING A KNIFE TO A
GUN FIGHT

22. http://www.swamedia.com/releases/a714b09b-6c39-403a-4446-41004e021c55

23. You can’t hide, don’t try

24. You can’t hide, don’t try

25. be authentic

27. be honest about who you ARE

28. and who you are NOT

30. You ARE a change manager, aka Sisyphus

31. You are NOT Ramone

32. if you are going to listen, actually
listen

35. metrics matter … a lot
• No right metrics

36. Only one metric really matters

37. metrics matter … a lot
• No right metrics
• Meaningful to your leaders
• What is the ROI for the phone?

38. What is the ROI of pants?

39. there IS a price to humanity
“TheSo plan for the WORST, early
most hated man on the internet”

40. build out controls, this stuff lasts
forever

41. Your control functions are not these guy
You can’t value LOVE, but you can put
a price on divorce

42. More lessons learned
• This is a cultural • Social business vendors are
transformation, understand not yet ready for scalable
your organization’s tolerance primetime
for openness
• Don’t underestimate how
• Don’t underestimate the time different this is from BAU
you’ll need to evangelize (e.g. VA, Twitter API,
profanity)
• Every group has to staff
• Expect to help everyone else
• Social Business is NOT real
do their job – if you actually
time
want it done in a way that is
• Social Business is not FREE usable for something new like
social media

43. THANK YOU!
Jaime Punishill
646-223-7959
@jpunishill
www.linkedin.com/jpunishill
www.slideshare.net/jpunishill
jaime.punishill@thomsonreuters.com