STOP: How social media affects
every part of your business Internet World : : 26th April 2010 1

The social ! !! literacy of the L
U S Free P to w O corpora:on CE e H o e m How connected brands g e co an ! b h change their organisa:ons c ld a nd or w t he iCrossing Client Summit : : Feb 24th, 2010 2

“we shape our tools and
then our tools shape us” http://goo.gl/oR8L 3

history
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IV
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revolution

thinking at web scale http://bit.ly/8h04u
7

an expanding sphere Image: Bestario
http://goo.gl/SWZq 8

disrupt / absorb Image (cc)
dominik99 9

it’s reached our
relationships
10

how we think Image: (cc)
gingiber http://goo.gl/2MM8 11

how we organise ourselves Image:
Bestario.org 12

hard-nosed
business version
13

“...this is just the beginning
of an exciting new era of global interconnectedness that will spread ideas and innovations around the world faster than ever before.” http://goo.gl/J2eq 14

literacy
Source: http://tweetstats.com

connected brands

how to do it
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STOP
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Strategic Tac:cal
Organisa:onal Personal
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Strategic Tac:cal How will the
social web affect how we think and plan at a strategic business level? Will they change our commercial, political, social & cultural environment? What will our response be? Organisa:onal Personal 20

Strategic Tac:cal How will the
tactics of our brand marketing change? What will happen to the structure of campaigns, the mix of media, our relationships with media and agency partners? Organisa:onal Personal 21

Strategic Tac:cal Organisa:onal Our organisation,
including our employees and suppliers, has evolved to meet the demands of a media and marketing environment that is changing rapidly. Will the divisions and Personal structures we have now need to change? How will communications, governance and collaboration alter? 22

Strategic Tac:cal Personal What will
this mean for us all at a personal level? What skills and ways of working will need to be considered? Will the nature of our peopleʼs work, of Organisa:onal work itself, be altered? 23

business case
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http://goo.gl/NLd3
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developing a
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context principles guidance notes governance case studies
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context principles guidance notes governance case studies
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context principles guidance notes governance case studies
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context principles guidance notes governance case studies
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context principles guidance notes governance case studies
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STOP
35

shiny things
36

iCrossing: Say
37

icrossing.com/research/ (CC) This presentation can
be shared under a Creative Commons Attribution licence - see final slide for details

next?
39

personal literacy
http://meandmywebshadow.com
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career plan 3 mths: Personal
literacy 1 yr: Company-wide literacy 5 yrs: CMO 10 yrs: CEO 41

Thank you Email: antony.mayfield@icrossing.co.uk Sites:
www.icrossing.co.uk Blogs: connect.icrossing.co.uk www.antonymayfield.com Twitter: @amayfield 47 42 13

.t el fi e ld
Thank you ym ay nt on a Email: antony.mayfield@icrossing.co.uk Sites: www.icrossing.co.uk Blogs: connect.icrossing.co.uk www.antonymayfield.com Twitter: @amayfield 47 43 13