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  1. 1. Rethink the Organization: How Social Media Makes Marketing the Nerve Center of the Enterprise www.socialstrategy1.com Steve Ennen President & Chief Intelligence Officer, Social Strategy1, Lecturer, The Wharton School, University of Pennsylvania [email_address]
  2. 2. Proprietary & Confidential | Social Strategy1, Inc. Rethink the Organization
  3. 3. Proprietary & Confidential | Social Strategy1, Inc. Knowledge is power. Sir Francis Bacon, 1597
  4. 4. Proprietary & Confidential | Social Strategy1, Inc. Social Media Can Alter Governments Massive Egyptian Protests Powered by YouTube, Twitter, Facebook, Twitpic [Pics, Video, Updates] Egyptian pro-democracy protesters are embracing Twitter, YouTube, Facebook and Twitpic.
  5. 5. Proprietary & Confidential | Social Strategy1, Inc. It Will Alter Your Business
  6. 6. Proprietary & Confidential | Social Strategy1, Inc. It Will Alter Your Business Katchpole turned to Change.org, an online platform that publishes petitions and mobilizes community campaigns. Her open letter to Bank of America to withdraw the fee went viral. She closed her Bank of America account, cutting up her debit card on camera, and moved her money to a community bank. One month and 306,000 signatures later, she won: Bank of America removed the charge on Nov. 1.
  7. 7. Proprietary & Confidential | Social Strategy1, Inc. It Will Alter Your Business
  8. 8. Rethink the Organization
  9. 9. Rethink the Organization <ul><li>Academic research has proven that online conversation can affect purchase decisions, brand image, and even stock prices </li></ul><ul><li>True, more and more C-Suites are using social media. But it’s the uses you should be thinking about. Listening becomes paramount. </li></ul><ul><li>Active Listening, different than monitoring. So, information must move fluidly through the organization. </li></ul>Proprietary & Confidential | Social Strategy1, Inc.
  10. 10. Rethink the Organization <ul><li>When businesspeople track what’s really happening behind the scenes, you get intelligence to hone every discipline. </li></ul><ul><li>Critical to rethink every role in the organization </li></ul>Proprietary & Confidential | Social Strategy1, Inc.
  11. 11. Rethink the Organization <ul><li>Let’s start with you: </li></ul><ul><li>You are content professionals </li></ul>Proprietary & Confidential | Social Strategy1, Inc.
  12. 12. Rethink the Organization <ul><li>Content is fluid and can drive great insights </li></ul>Proprietary & Confidential | Social Strategy1, Inc.
  13. 13. Rethink the Organization <ul><li>“ If you have a smartphone and call 411. Kill yourself ” </li></ul><ul><li>“ Online conversations from consumers indicate a growing perception that 411 is an outdated or obsolete service in today’s technologically connected world.” </li></ul><ul><li>“ The bad news is that smartphone technology and the access it creates to social media threatens the way consumers think about DA. The good news is that social media creates new business opportunity.” </li></ul>Proprietary & Confidential | Social Strategy1, Inc.
  14. 14. Rethink the Organization <ul><li>Start with the Basics: </li></ul><ul><li>Product Development – Hear the voice of the customer unfiltered and target development to fill verified gaps in user experiences. </li></ul><ul><li>Human Resources – Track current employees and identify the online conversations that are influencing prospective or current employees. </li></ul><ul><li>Customer Service – Know where you’re winning and losing with companies and consumers, address individual incidents and diagnose support levels throughout the organization. </li></ul><ul><li>Marketing – Make it possible to deliver the right messages to the right people in the right forums at the right times. </li></ul>Proprietary & Confidential | Social Strategy1, Inc.
  15. 15. Rethink the Organization <ul><li>Sales – Spot holes in customers’ understanding at the corporate and individual levels to offer the most relevant solutions . </li></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Heathcare </li></ul></ul><ul><li>Compliance – Discover policy violations before they become legal issues, from unauthorized outings to illegal termination to other misconduct. </li></ul><ul><li>M & A – Size up a company’s social reputation from all sides—what employees, competitors, customers and vendors are saying online—before framing a deal. </li></ul>Proprietary & Confidential | Social Strategy1, Inc.
  16. 16. Rethink the Organization <ul><li>Strategy – Base your company plans on real-world, verbatim feedback from customers, competitors and vendors. </li></ul><ul><li>Operations & Distribution – Get real-time anticipation of demand by location, company, or channel, and let managers see their operations the way customers see them. </li></ul>Proprietary & Confidential | Social Strategy1, Inc.
  17. 17. <ul><ul><li>Organizational structure </li></ul></ul><ul><ul><ul><li>What is the organizational process: who in your organization can you influence? </li></ul></ul></ul><ul><ul><li>To increase your influence in the organization, think more broadly about how you affect change though the organization </li></ul></ul><ul><ul><li>How can you increase your role through intelligence? </li></ul></ul><ul><ul><li>Is there an education plan ? </li></ul></ul><ul><ul><li>What is your Listening Strategy? </li></ul></ul>Rethink the Organization
  18. 18. Rethink the Organization “ If the doors of perception were cleansed, every thing would appear to man as it is, infinite. For man has closed himself up, till he sees all things through narrow chinks of his cavern .” Wm. Blake
  19. 19. Rethink the Organization Coming, June 2012 Social Media Leadership Awards +Career/HR/Recruitment +Corporate Governance +Customer Service +Financial Services +Marketing +Media +Municipalities & Governments + Social Media Start-Up Companies +Voice of the Future (High School and Higher Education)
  20. 20. Contact Steve Ennen [email_address] @EnnenSS1 646-334-5893 Rethink the Organization Coming February BeamSocial