Bottom-upSocial Media
Social media adoption                                   Who’s responsible?                                   (silo, matrix...
My biggest fear“It impacts all departments”“We need someone to manage this”“Let’s handle this as a taskforce across divisi...
But,this time,it’s for real
Customers are changing       Knowledge is ubiquitous       Friends are a trusted source       Tribes now gather online    ...
The world is changing       1900: manufacturing       2000: services       2010: information culture              Moving t...
You are not changing        Still using the factory        model of management        Even Kotler’s mantra of        marke...
We need to develop a symbioticrelation with our customers
Companies work for communities            targets                          dictates  company             customer   commun...
2 ways to change              top-downAction planStructure                          GrassrootsDepartment                  ...
An action plan will not helpDisruptive change isabout to happenYour company willonly act when it’stoo late
A bottom-up approach:EmployeeBrandbuilding
You do haveinteresting stuffgoing onLet employees bringtheir own story(yes, they will use twitter, facebook and blogs)
Harness the power              of your employeesAmbassadors           Innovators             StorytellersPeople want to fe...
Pick those who are readyThey have tobe socialAnd they haveto be fans
« The corporate edition » If TV formats move to scripted reality why not your marketing?
3 social company pillars     CEO      Hero of the brand   employee      Tells the story  organization       Fulfills the p...
Don’t lead, but inspire
Don’t structure, butenable
Don’t command, but do           A leader has           to go first           be a good example
YOU cando thisHave fun changingyour company
Contact                        Picture credits                         Knight                           flickr/brennuskru...
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Bottom-up social media

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Social media requires a cross-departemental and strategic approach.
Yet, to overcome the inertia of big corporates it might be a good idea to start a grassroots social media movement in your company.

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Bottom-up social media

  1. 1. Bottom-upSocial Media
  2. 2. Social media adoption Who’s responsible? (silo, matrix, hub & spoke) A new medium (gimme a campaign) Who messed up?Yeah, right(like SecondLife) 2008 2009 2010 2011
  3. 3. My biggest fear“It impacts all departments”“We need someone to manage this”“Let’s handle this as a taskforce across divisions” Social media is at the risk of undergoing the same fate as the total quality manager: good on paper, ignored in reality
  4. 4. But,this time,it’s for real
  5. 5. Customers are changing Knowledge is ubiquitous Friends are a trusted source Tribes now gather online Brands are here to serve us
  6. 6. The world is changing 1900: manufacturing 2000: services 2010: information culture Moving to the top of Maslow’s pyramid means: Providing values and purpose that people can relate to.
  7. 7. You are not changing Still using the factory model of management Even Kotler’s mantra of marketing follows the old top-down model.
  8. 8. We need to develop a symbioticrelation with our customers
  9. 9. Companies work for communities targets dictates company customer community company this will change the business world
  10. 10. 2 ways to change top-downAction planStructure GrassrootsDepartment SpontaneousManagement Purposeless Employees bottom-up
  11. 11. An action plan will not helpDisruptive change isabout to happenYour company willonly act when it’stoo late
  12. 12. A bottom-up approach:EmployeeBrandbuilding
  13. 13. You do haveinteresting stuffgoing onLet employees bringtheir own story(yes, they will use twitter, facebook and blogs)
  14. 14. Harness the power of your employeesAmbassadors Innovators StorytellersPeople want to feel Show your customer The good, the bad orgreat about working the projects your the ugly. The littlefor you. Let them clever people are stories that customersshare it with their working on. Let them can relate to are whatfriends. set up a dialogue. builds brand affinity.
  15. 15. Pick those who are readyThey have tobe socialAnd they haveto be fans
  16. 16. « The corporate edition » If TV formats move to scripted reality why not your marketing?
  17. 17. 3 social company pillars CEO Hero of the brand employee Tells the story organization Fulfills the promise
  18. 18. Don’t lead, but inspire
  19. 19. Don’t structure, butenable
  20. 20. Don’t command, but do A leader has to go first be a good example
  21. 21. YOU cando thisHave fun changingyour company
  22. 22. Contact Picture credits  Knight flickr/brennuskrux  Change directeursagenda.nl  Indians KyerPhotography.com  Employees larrythecableguy.com  Officeparty dreamstime/aniram_infoKoen Delvaux  BettyInnovation Consultant artists4all/betty  Big Brother@kodel Endemol entertainmentkoen@del-mot.be  Pizza+32 478 482111 www.sanaslankkenniscentrum.nl  Magician theallteach.com

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