Social business - what if businesses couldn't lie?

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  • http://v3.cache3.c.bigcache.googleapis.com/static.panoramio.com/photos/original/3881577.jpg?redirect_counter=1
  • Social media is evolving, the industry is evolving, and a bigger trend is exciting us here at NM http://www.flickr.com/photos/brandonhirsch/1436071618/sizes/l/in/photostream/
  • And this isn’t about putting lipstick on a pig, spashing big words like innovation and collaboration around pointlessly http://www.flickr.com/photos/brandonhirsch/1436071618/sizes/l/in/photostream/
  • http://www.flickr.com/photos/jonthegm/5962852831/sizes/l/in/photostream/
  • This isn’t about the other type social business/enterprise
  • http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/
  • You have got to actually be a better company
  • nixonmcinnes.co.uk @nixonmcinnes
  • Social business - what if businesses couldn't lie?

    1. 1. Social business(by the sea)Ross BreadmorePage 1 | Social business | October 2011
    2. 2. My inspiration HELLO I’m using Ricky to help explain my take on social businessImage fromCollider.com Page 2 | Social business | October 2011
    3. 3. My inspiration We were both born at the same hospital, the Royal Berkshire in Reading, but that’s not the reason…Image frompanoramio.com business | October 2011 Page 3 | Social
    4. 4. Why am I here? In 2009 he made a movie with an interesting concept…Image fromFocus 4 | Social International Page Features business | October 2011
    5. 5. …a concept that struck a chord with the work we do at NixonMcInnesPage 5 | Social business | October 2011
    6. 6. Social business“for me social business is about… a breaking down of barriers andveneer”September 2011, Will McInnesPage 6 | Social business | October 2011
    7. 7. Why am I here? So, what if I take Ricky’s concept and apply it to business?Page 7 | Social business | October 2011
    8. 8. My inspiration So, what if businesses couldn’t lie?Image fromCollider.com Page 8 | Social business | October 2011
    9. 9. What if… Questions like this would require straight, unfussy answersPage 9 | Social business | October 2011
    10. 10. What if… Would we see true personality from brands, even if those personalities were bad?Page 10 | Social business | October 2011
    11. 11. From the top down“A new breed of executives used to socialwill think differently and be morecomfortable with higher levels ofinformation saturation, more opencommunication and decentralised thinking”June 2011, Ross BreadmorePage 11 | Social business | October 2011
    12. 12. From the top down I think this kind ofbravery would have to be led from the top,something that would be tough for some industries such as finance, pharma or defense Page 12 | Social business | October 2011
    13. 13. From the top down“We poured gasoline on our own burningplatform. I believe we have lacked accountabilityand leadership to align and direct the companythrough these disruptive times. We had a seriesof misses. We havent been delivering innovationfast enough. Were not collaborating internally.Nokia, our platform is burning”February 2011, Stephen Elop, Nokia CEOPage 13 | Social business | October 2011
    14. 14. My inspiration What if businesses couldn’t spin?Image fromCollider.com Page 14 | Social business | October 2011
    15. 15. Advertising – function rather desirePage 15 | Social business | October 2011
    16. 16. Advertising – function rather desireImage fromhttp://mylostromance.tumblr.com/Page 16 | Social business | October 2011
    17. 17. This isn’t a huge leap. Look at how advertising used to treat smoking…Page 17 | Social business | October 2011
    18. 18. Discussing rather than messaging If spin no longer exists, why not get your experts talking to the audience directly?Page 18 | Social business | October 2011
    19. 19. Aggregating rather than controlling“We don’t have a corporate blog or acorporate Twitter ID because we want the‘IBMers’ in aggregate to be the corporateblog and the corporate Twitter ID”Adam Christensen, social media communications at IBMCorporationPage 19 | Social business | October 2011
    20. 20. I.e. no more lipstickImage fromFlickr user BrandonHirschPage 20 | Social business | October 2011
    21. 21. My inspiration What if businesses couldn’t hide?Image fromCollider.com Page 21 | Social business | October 2011
    22. 22. ceoemail.comArguably theyalready cannotPage 22 | Social business | October 2011
    23. 23. Barclaycard web relations This made me think of a project we worked onPage 23 | Social business | October 2011 for a client
    24. 24. Barclaycard web relations ONLINE MENTIONS OF BARCLAYCARD Web Customer PR team relations service team teamPage 24 | Social business | October 2011
    25. 25. Barclaycard web relations By breaking down silo’s we were able to create a new team capable of helping people where they needed and wanted helpPage 25 | Social business | October 2011
    26. 26. New business models“To be successful using social technologies, companies mustfirst prepare and align internal roles, processes, policiesand stakeholders with their business objectives. Socialbusiness is a profound change that impacts all departmentsin the organization”2010, Altimeter Group Images from Altimeter GroupPage 26 | Social business | October 2011
    27. 27. My inspiration So what?Image fromCollider.com Page 27 | Social business | October 2011
    28. 28. What if? LIES SPIN TRUTH HIDING FUNCTION OPENNESSPage 28 | Social business | October 2011
    29. 29. What if organisations were like this? Video from Human Traffic, distributed by Renaissance FilmsPage 29 | Social business | October 2011
    30. 30. Thank younixonmcinnes.co.ukPage 30 | Social business | October 2011

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