A social business exploration:<br />Embracing social media across the organization<br />mesh conference<br />May 19, 2010<...
Image source http://www.blogskins.com/info/123512<br />
Workshop Topic Map<br />
Collaboration<br />“... social media appears to be softening organizational silos”<br />Pete Blackshaw, Exec VP, Nielsen O...
Does This Sound Like Therapy?<br />What does the customer want?<br />Recalibrate relationships and internal dynamics<br />...
Cross-functional Collaboration<br />
McKinsey: The Consumer Decision Journey<br />Source:http://www.mckinseyquarterly.com/The_consumer_decision_journey_2373<br />
85% of Canadians seek advice from other people<br />Source: 2010 Fleishman-Hillard Digital Influence Index<br />
Governance<br />Establish an evolving set of guidelines, roles and responsibilities<br />@dbradfield<br />
Some Questions to Consider<br />How does your organization manage relationships?<br />Where does social media naturally al...
Source: McKinsey, The consumer decision journey<br />
Streamline Roles<br />Strategy<br />Community<br />
Successful Models<br />IBM: Employees co-create social media guidelines<br />Sense of ownership<br />Maintain relevance<br...
Resources<br />Working social media within the organization<br />@dbradfield<br />
How To Staff Social Media<br />Research<br />Monitoring<br />Analysis<br />Paid, Earned, Shared and Owned Media (PESO)<br ...
Measurement<br />Tips on recalibrating your measurement programs<br />@dbradfield<br />
Measurement Model<br />ACTION<br />INFLUENCE<br />ENGAGEMENT<br />EXPOSURE<br />What actions if any has the target taken?<...
Thank You<br />David BradfieldSVP & Senior PartnerFleishman-Hillarddavid.bradfield@fleishman.com416-645-3650 office416-560...
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Mesh Conference 2010 presentation

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Social media can tear organizations apart. This presentation explores how to deal with the impact of social media across an organization and how to rebuild through effective collaboration, strong governance, appropriate resources and redefined measurement models. For more information, contact http://twitter.com/dbradfield.

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  • DII – peer recommendations
  • Mesh Conference 2010 presentation

    1. 1. A social business exploration:<br />Embracing social media across the organization<br />mesh conference<br />May 19, 2010<br />@dbradfield<br />#mesh10<br />David Bradfield<br />Senior Partner & Global Chair, Digital<br />
    2. 2. Image source http://www.blogskins.com/info/123512<br />
    3. 3. Workshop Topic Map<br />
    4. 4. Collaboration<br />“... social media appears to be softening organizational silos”<br />Pete Blackshaw, Exec VP, Nielsen Online Digital Strategic Services<br />@dbradfield<br />
    5. 5. Does This Sound Like Therapy?<br />What does the customer want?<br />Recalibrate relationships and internal dynamics<br />Realign priorities with external expectations<br />Revisit goals and renew commitment<br />Collaborate and co-create beyond the organization<br />
    6. 6. Cross-functional Collaboration<br />
    7. 7. McKinsey: The Consumer Decision Journey<br />Source:http://www.mckinseyquarterly.com/The_consumer_decision_journey_2373<br />
    8. 8. 85% of Canadians seek advice from other people<br />Source: 2010 Fleishman-Hillard Digital Influence Index<br />
    9. 9. Governance<br />Establish an evolving set of guidelines, roles and responsibilities<br />@dbradfield<br />
    10. 10. Some Questions to Consider<br />How does your organization manage relationships?<br />Where does social media naturally align within the organization, both as an input (listening) and as a point of engagement?<br />What organizational goals do you think social media can help achieve?<br />Who needs to be part of the process for efficiency sake?<br />
    11. 11. Source: McKinsey, The consumer decision journey<br />
    12. 12. Streamline Roles<br />Strategy<br />Community<br />
    13. 13. Successful Models<br />IBM: Employees co-create social media guidelines<br />Sense of ownership<br />Maintain relevance<br />Establish consistency<br />BMW Group NA: Cross-functional collaboration<br />Respect customer savvy<br />Acknowledge corporate preference<br />Listen collectively, analyze and engage functionally<br />
    14. 14. Resources<br />Working social media within the organization<br />@dbradfield<br />
    15. 15. How To Staff Social Media<br />Research<br />Monitoring<br />Analysis<br />Paid, Earned, Shared and Owned Media (PESO)<br />Engagement<br />Outreach<br />Reaction<br />
    16. 16. Measurement<br />Tips on recalibrating your measurement programs<br />@dbradfield<br />
    17. 17. Measurement Model<br />ACTION<br />INFLUENCE<br />ENGAGEMENT<br />EXPOSURE<br />What actions if any has the target taken?<br />How we influenced perceptions & attitudes of the target<br />Who is interacting & engaging with our content? How and where?<br />To what degree have we created exposure to content and message?<br />Possible Financial Impact - ROI<br />Non-Financial Impact – Value<br />Check out http://metricsman.wordpress.com/2010/05/12/the-digitization-of-research-and-measurement for more<br />
    18. 18.
    19. 19. Thank You<br />David BradfieldSVP & Senior PartnerFleishman-Hillarddavid.bradfield@fleishman.com416-645-3650 office416-560-1634 mobile@dbradfield<br />

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