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Copyright © Econsultancy 
The Social Organisation 
Adapting to change and key social media 
trends 
Michelle Goodall – Consultant 
@greenwellys
Hello I’m @greenwellys 
Copyright 
©Michelle 
Goodall 
2
The next 30 minutes… 
1. Key 
challenges 
for 
organisa9ons 
adap9ng 
to 
a 
‘social 
customer’? 
2. How 
to 
frame 
your 
thinking 
as 
a 
changemaker? 
3. Social 
media 
trends 
for 
short 
and 
longer 
term 
planning 
….all 
wrapped 
up 
in 
some 
tweetable 
soundbites 
;-­‐) 
Copyright 
©Michelle 
Goodall
The social organisation v social media… 
Copyright 
©Michelle 
Goodall
Just so we’re clear about the social customer… 
Copyright 
©Michelle 
Goodall
Everyone loves Listicles… 
Copyright 
©Michelle 
Goodall
Challenge #1 – Unclear visions, values, purpose and meaning 
Changemakers must understand the very nature of your 
business… 
Vision, values, purpose, meaning must be clear, 
understood & shared 
Copyright 
©Michelle 
Goodall
Challenge #2 – Channel, platform and ownership think 
Social Media has no single department…yes, it requires 
steering " 
but must have involvement all teams and stakeholders 
Copyright 
©Michelle 
Goodall
Challenge #3 – Tools before teams 
Place challenges, audiences, strategy & team before tools 
& technology 
Copyright 
©Michelle 
Goodall
Challenge #4 – ‘Social customers’ more demanding than ever 
“Customer Experience” isn’t a department in the mind of 
a customer. Your gaps can be crevasses. 
Customer journeys & customer experience are the heart 
of your business. Fix the gaps. 
Copyright 
©Michelle 
Goodall 
hJps://soundcloud.com/ryan-­‐block-­‐10/comcas9c-­‐service
Challenge #5 – ‘Social customer’ habits change 
2004 
2006 
-­‐ 
11 
2012 
Be adaptive to the smallest changes. They can 
have significant effects on customer behaviour. 
Copyright 
©Michelle 
Goodall
Challenge #6 – We have 5 levels of approval and the boss 
doesn’t get social 
Small iterative projects create evidence of benefits, 
build trust, resolve issues, & pull others along. 
hJps://www.youtube.com/watch?v=G6UerjFCLdI 
Copyright 
©Michelle 
Goodall
Challenge #7 – We’re not sure that our content is working 
Cut down on the c£#p…better quality, better cut and 
better targeted content. 
Copyright 
©Michelle 
Goodall
Challenge #8 – Reputation and Crisis Management 
Prepare for the very worst, the very bad and the very 
uncomfortable. 
They will happen… 
Copyright 
©Michelle 
Goodall
Challenge #9 – Cover, blame and shame culture 
Transform a Blame Culture into a Beta Culture. 
Copyright 
©Michelle 
Goodall
Challenge #10 – Troublesome employees are ticking 
timebombs 
Embrace internal anarchists as ‘problem hackers’. 
Social touches the whole company, so get the whole 
company involved. 
Copyright 
©Michelle 
Goodall
Some trends summarised…. 
1. 2015 
the 
year 
of 
Internal 
Communica9on? 
2. Increased 
fragmenta9on 
of 
social 
channels 
3. The 
rise 
and 
rise 
of 
social 
service 
Copyright 
©Michelle 
Goodall
Some trends summarised…. 
4. Data 
visualisa9on 
& 
beJer 
visualisa9on 
5. ‘hackable’ 
content 
Copyright 
©Michelle 
Goodall
Some trends summarised…. 
6. Accelerated 
and 
targeted 
social 
ads 
7. Reputa9onal 
risk 
of 
social 
data 
Copyright 
©Michelle 
Goodall
The Changemakers…frame your thinking 
1. Inside 
out, 
outside 
in 
lens 
2. Collect 
and 
curate 
case 
studies 
3. Spend 
9me 
in 
all 
departments 
4. Prepare 
yourself 
for 
lots 
of 
workshops! 
5. Learn 
from 
peers 
in 
other 
orgs/industries 
6. Itera9ve 
change 
is 
a 
powerful 
thing 
7. Talk 
like 
a 
boss! 
Copyright 
©Michelle 
Goodall
….if you only read one book… 
Copyright 
©Michelle 
Goodall
Image credits 
Social 
Business 
Model 
Antony 
Mayfield 
– 
Brilliant 
Noise 
Social 
departments 
Dell 
Top 
10 
Tips 
paren9ng-­‐defiant-­‐teens.com 
Our 
town 
is 
going 
to 
make 
jeans… 
Hiut 
Denim 
Lego 
Team 
Lego 
Shamed 
Dog 
MBTimetraveler.com 
1:9:90 
Yahoo 
Social 
Technographics 
Ladder 
Forrester 
Par9cipa9on 
Choice 
model 
BBC 
Joan 
from 
Mad 
Men 
Meme 
Customer 
level 
expert 
The 
world 
is 
mine 
memecenter.com 
In 
the 
depot 
Torfaen 
County 
Borough 
Council 
Crap 
Velocity 
Partners
Image credits 
Crap 
Velocity 
Partners 
US 
Airways 
Tweet 
Chron.com 
London2012 
hJp://www.telegraph.co.uk/sport/olympics/ 
9427788/North-­‐Korea-­‐women-­‐footballers-­‐ 
protest-­‐over-­‐flag-­‐gaffe.html 
KLM 
TwiJer 
@KLM 
David 
McCandless 
davidmccandless.com 
Samaritans 
Radar 
samaritansradar.org 
Organisa9ons 
Don’t 
Tweet… 
euansemple.com
Copyright © Econsultancy 
Download 
The Social Organisation 
Adapting to change and key social media 
trends 
Michelle Goodall – Consultant 
@greenwellys

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The social organisation and adapting to change - Future of Marketing 2014 #FOM14 - Michelle Goodall

  • 1. Copyright © Econsultancy The Social Organisation Adapting to change and key social media trends Michelle Goodall – Consultant @greenwellys
  • 2. Hello I’m @greenwellys Copyright ©Michelle Goodall 2
  • 3. The next 30 minutes… 1. Key challenges for organisa9ons adap9ng to a ‘social customer’? 2. How to frame your thinking as a changemaker? 3. Social media trends for short and longer term planning ….all wrapped up in some tweetable soundbites ;-­‐) Copyright ©Michelle Goodall
  • 4. The social organisation v social media… Copyright ©Michelle Goodall
  • 5. Just so we’re clear about the social customer… Copyright ©Michelle Goodall
  • 6. Everyone loves Listicles… Copyright ©Michelle Goodall
  • 7. Challenge #1 – Unclear visions, values, purpose and meaning Changemakers must understand the very nature of your business… Vision, values, purpose, meaning must be clear, understood & shared Copyright ©Michelle Goodall
  • 8. Challenge #2 – Channel, platform and ownership think Social Media has no single department…yes, it requires steering " but must have involvement all teams and stakeholders Copyright ©Michelle Goodall
  • 9. Challenge #3 – Tools before teams Place challenges, audiences, strategy & team before tools & technology Copyright ©Michelle Goodall
  • 10. Challenge #4 – ‘Social customers’ more demanding than ever “Customer Experience” isn’t a department in the mind of a customer. Your gaps can be crevasses. Customer journeys & customer experience are the heart of your business. Fix the gaps. Copyright ©Michelle Goodall hJps://soundcloud.com/ryan-­‐block-­‐10/comcas9c-­‐service
  • 11. Challenge #5 – ‘Social customer’ habits change 2004 2006 -­‐ 11 2012 Be adaptive to the smallest changes. They can have significant effects on customer behaviour. Copyright ©Michelle Goodall
  • 12. Challenge #6 – We have 5 levels of approval and the boss doesn’t get social Small iterative projects create evidence of benefits, build trust, resolve issues, & pull others along. hJps://www.youtube.com/watch?v=G6UerjFCLdI Copyright ©Michelle Goodall
  • 13. Challenge #7 – We’re not sure that our content is working Cut down on the c£#p…better quality, better cut and better targeted content. Copyright ©Michelle Goodall
  • 14. Challenge #8 – Reputation and Crisis Management Prepare for the very worst, the very bad and the very uncomfortable. They will happen… Copyright ©Michelle Goodall
  • 15. Challenge #9 – Cover, blame and shame culture Transform a Blame Culture into a Beta Culture. Copyright ©Michelle Goodall
  • 16. Challenge #10 – Troublesome employees are ticking timebombs Embrace internal anarchists as ‘problem hackers’. Social touches the whole company, so get the whole company involved. Copyright ©Michelle Goodall
  • 17. Some trends summarised…. 1. 2015 the year of Internal Communica9on? 2. Increased fragmenta9on of social channels 3. The rise and rise of social service Copyright ©Michelle Goodall
  • 18. Some trends summarised…. 4. Data visualisa9on & beJer visualisa9on 5. ‘hackable’ content Copyright ©Michelle Goodall
  • 19. Some trends summarised…. 6. Accelerated and targeted social ads 7. Reputa9onal risk of social data Copyright ©Michelle Goodall
  • 20. The Changemakers…frame your thinking 1. Inside out, outside in lens 2. Collect and curate case studies 3. Spend 9me in all departments 4. Prepare yourself for lots of workshops! 5. Learn from peers in other orgs/industries 6. Itera9ve change is a powerful thing 7. Talk like a boss! Copyright ©Michelle Goodall
  • 21. ….if you only read one book… Copyright ©Michelle Goodall
  • 22. Image credits Social Business Model Antony Mayfield – Brilliant Noise Social departments Dell Top 10 Tips paren9ng-­‐defiant-­‐teens.com Our town is going to make jeans… Hiut Denim Lego Team Lego Shamed Dog MBTimetraveler.com 1:9:90 Yahoo Social Technographics Ladder Forrester Par9cipa9on Choice model BBC Joan from Mad Men Meme Customer level expert The world is mine memecenter.com In the depot Torfaen County Borough Council Crap Velocity Partners
  • 23. Image credits Crap Velocity Partners US Airways Tweet Chron.com London2012 hJp://www.telegraph.co.uk/sport/olympics/ 9427788/North-­‐Korea-­‐women-­‐footballers-­‐ protest-­‐over-­‐flag-­‐gaffe.html KLM TwiJer @KLM David McCandless davidmccandless.com Samaritans Radar samaritansradar.org Organisa9ons Don’t Tweet… euansemple.com
  • 24. Copyright © Econsultancy Download The Social Organisation Adapting to change and key social media trends Michelle Goodall – Consultant @greenwellys