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IAB TRAINING SERIES
OVERCOMING SOCIAL
TRANSFORMATION BARRIERS
IN YOUR ORGANIZATION20 APRIL 2016 • NICK PAN
#iabsg #iabsoci...
Don’t believe
everything you
read on the
internet.
ABRAHAM LINCOLN
SOCIAL MATURITY
CONNECTION
COMMUNICATIONS
DECENTRALISED
AD-HOC
COLLABORATION
PROBLEM SOLVING
CENTRALLY MANAGED
REACTIVE
OP...
BARRIERS
CONNECTION
COMMUNICATIONS
DECENTRALISED
AD-HOC
COLLABORATION
PROBLEM SOLVING
CENTRALLY MANAGED
REACTIVE
OPTIMIZAT...
“The Bosses don’t
think Social is that
important.” “Who’s baby
is it going to be?.”
“Social don’t bring
tangible benefits”...
“The Bosses don’t think Social
is that important.”
MANAGEMENT BUY IN
MANAGEMENT
BUY IN
•  Show what
others are doing
SOCIALBAKERS STATISTICS
Show what others are doing
SOCIALBAKERS STATISTICS...
MANAGEMENT
BUY IN
•  Show what
others are doing
SOCIALBAKERS STATISTICS
•  Show potential
audience size
FACEBOOK AUDIENCE
...
MANAGEMENT
BUY IN
•  Show what
others are doing
SOCIALBAKERS STATISTICS
•  Show potential
audience size
FACEBOOK AUDIENCE
...
“Who’s baby
is it going to be?.”
CROSS TEAMS OWNERSHIP
CROSS TEAMS
OWNERSHIP
•  Share
opportunities
MENTION.COM SOCIAL
LISTENTING
Share opportunities
MENTION.COM SOCIAL LISTENIN...
CROSS TEAMS
OWNERSHIP
•  Share
opportunities
MENTION.COM SOCIAL
LISTENTING
•  Run workshops
Run workshops
CROSS TEAMS
OWNERSHIP
•  Share
opportunities
MENTION.COM SOCIAL
LISTENTING
•  Run workshops
•  Management
Mandate
Manageme...
“Social don’t bring tangible
benefits”
MEASURING SUCCESS
MEASURING
SUCCESS
•  Case Studies
FACEBOOK, INSTAGRAM,
LINKEDIN, TWITTER
Case Studies
FACEBOOK, INSTAGRAM, LINKEDIN, TWITT...
MEASURING
SUCCESS
•  Case Studies
FACEBOOK, INSTAGRAM,
LINKEDIN, TWITTER
•  Measurement
Models
POSE MODEL,
SOCIALBAKERS SO...
“Social is going to upset how
things are done.”
UNLEARN & RELEARN
UNLEARN &
RELEARN
•  Challenge
Assumptions
RUN WORKSHOPS
Challenge Assumptions
RUN WORKSHOPS
Source: Forrester.com
UNLEARN &
RELEARN
•  Challenge
Assumptions
RUN WORKSHOPS
•  Training
IAB TRAINING SERIES
Training
IAB TRAINING SERIES
UNLEARN &
RELEARN
•  Challenge
Assumptions
RUN WORKSHOPS
•  Training
IAB TRAINING SERIES
•  Culture of
Sharing
SIC EMAILS,...
“We’ve got to go through
legal first.”
REAL-TIME MARKETING
REAL-TIME
MARKETING
•  Redefine
Processes
Redefine Processes
Source: Edelman
APPROVE
POST
AMPLIFY
MEASURE
OPTIMIZE
CHOOSE
...
REAL-TIME
MARKETING
•  Redefine
Processes
•  Empowerment
Empowerment
REAL-TIME
MARKETING
•  Redefine
Processes
•  Empowerment
•  Start with a Pilot
Start with a Pilot
MANAGEMENT
BUY IN
CROSS TEAMS
OWNERSHIP
MEASURING
SUCCESS
UNLEARN &
RELEARN
REAL-TIME
MARKETING
•  Show what
others are do...
What are some barriers you face
in your organisation?
In theory, there is no difference
between theory and practice.
But, in practice, there is.
GOOD LUCK
AND
THANK YOU
NICK PAN | nick.pan@vmlqais.com
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IABSG | Overcoming Social Transformation Barriers In Your Organisation

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How can organisations progress from just being on social to cultural transformation with social. Nick Pan, Regional Head, Strategy & Planning of VML Southeast Asia shares at the IAB Training Series on 5 common situations marketers face when going to the next level on the social media maturity.

Presented 20 April 2016 at IAB's Training Series at Linkedin Singapore Office.

Published in: Marketing
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IABSG | Overcoming Social Transformation Barriers In Your Organisation

  1. 1. IAB TRAINING SERIES OVERCOMING SOCIAL TRANSFORMATION BARRIERS IN YOUR ORGANIZATION20 APRIL 2016 • NICK PAN #iabsg #iabsocial
  2. 2. Don’t believe everything you read on the internet. ABRAHAM LINCOLN
  3. 3. SOCIAL MATURITY CONNECTION COMMUNICATIONS DECENTRALISED AD-HOC COLLABORATION PROBLEM SOLVING CENTRALLY MANAGED REACTIVE OPTIMIZATION PROCESS OPTIMIZATION DEPARTMENT LED PROACTIVE TRANSFORMATION CULTURE TRANSFORMATION C-SUITE LED PREDICTIVE
  4. 4. BARRIERS CONNECTION COMMUNICATIONS DECENTRALISED AD-HOC COLLABORATION PROBLEM SOLVING CENTRALLY MANAGED REACTIVE OPTIMIZATION PROCESS OPTIMIZATION DEPARTMENT LED PROACTIVE TRANSFORMATION CULTURE TRANSFORMATION C-SUITE LED PREDICTIVE ! ! !!
  5. 5. “The Bosses don’t think Social is that important.” “Who’s baby is it going to be?.” “Social don’t bring tangible benefits” “We’ve got to go through legal first.” “Social is going to upset how things are done.”
  6. 6. “The Bosses don’t think Social is that important.”
  7. 7. MANAGEMENT BUY IN
  8. 8. MANAGEMENT BUY IN •  Show what others are doing SOCIALBAKERS STATISTICS Show what others are doing SOCIALBAKERS STATISTICS Source: socialbakers.com/resources/reports/singapore/2016/march/
  9. 9. MANAGEMENT BUY IN •  Show what others are doing SOCIALBAKERS STATISTICS •  Show potential audience size FACEBOOK AUDIENCE INSIGHTS Show potential audience size FACEBOOK AUDIENCE INSIGHTS Source: www.facebook.com/ads/audience-insights/
  10. 10. MANAGEMENT BUY IN •  Show what others are doing SOCIALBAKERS STATISTICS •  Show potential audience size FACEBOOK AUDIENCE INSIGHTS •  Invite agencies to make the case Invite agencies to make the case
  11. 11. “Who’s baby is it going to be?.”
  12. 12. CROSS TEAMS OWNERSHIP
  13. 13. CROSS TEAMS OWNERSHIP •  Share opportunities MENTION.COM SOCIAL LISTENTING Share opportunities MENTION.COM SOCIAL LISTENING Source: mention.com
  14. 14. CROSS TEAMS OWNERSHIP •  Share opportunities MENTION.COM SOCIAL LISTENTING •  Run workshops Run workshops
  15. 15. CROSS TEAMS OWNERSHIP •  Share opportunities MENTION.COM SOCIAL LISTENTING •  Run workshops •  Management Mandate Management Mandate Dear Colleagues, Social media is no longer the wave of the future. It is already a state-of-the-art intelligence and communication tool that surpasses many traditional approaches when engaging customers and stakeholders. As of today, we at Red Wine International embrace this change and will relook into how we operate and engage our customers across all departments, organisational functions and how we think strategically in this competitive global climate. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Nick Pan CEO, Red Wine International
  16. 16. “Social don’t bring tangible benefits”
  17. 17. MEASURING SUCCESS
  18. 18. MEASURING SUCCESS •  Case Studies FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER Case Studies FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER Source: facebook.com/business/success, business.instagram.com, business.twitter.com/success-stories, business.linkedin.com/marketing-solutions/social-media-case-studies
  19. 19. MEASURING SUCCESS •  Case Studies FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER •  Measurement Models POSE MODEL, SOCIALBAKERS SOCIAL HEALTH INDEX Measurements Models POSE MODEL, SOCIAL HEALTH INDEX Source: https://metricsman.wordpress.com/category/social-media-measurement/ http://www.socialbakers.com/blog/2285-the-social-health-index-a-new-way-to-measure-social-performance (paid)
  20. 20. “Social is going to upset how things are done.”
  21. 21. UNLEARN & RELEARN
  22. 22. UNLEARN & RELEARN •  Challenge Assumptions RUN WORKSHOPS Challenge Assumptions RUN WORKSHOPS Source: Forrester.com
  23. 23. UNLEARN & RELEARN •  Challenge Assumptions RUN WORKSHOPS •  Training IAB TRAINING SERIES Training IAB TRAINING SERIES
  24. 24. UNLEARN & RELEARN •  Challenge Assumptions RUN WORKSHOPS •  Training IAB TRAINING SERIES •  Culture of Sharing SIC EMAILS, BROWN BAG Culture of Sharing SIC EMAILS, BROWN BAG
  25. 25. “We’ve got to go through legal first.”
  26. 26. REAL-TIME MARKETING
  27. 27. REAL-TIME MARKETING •  Redefine Processes Redefine Processes Source: Edelman APPROVE POST AMPLIFY MEASURE OPTIMIZE CHOOSE A TREND SPOT A TREND DEVELOP CONCEPT 2 HOUR CYCLE
  28. 28. REAL-TIME MARKETING •  Redefine Processes •  Empowerment Empowerment
  29. 29. REAL-TIME MARKETING •  Redefine Processes •  Empowerment •  Start with a Pilot Start with a Pilot
  30. 30. MANAGEMENT BUY IN CROSS TEAMS OWNERSHIP MEASURING SUCCESS UNLEARN & RELEARN REAL-TIME MARKETING •  Show what others are doing SOCIALBAKERS STATISTICS •  Show potential audience size FACEBOOK AUDIENCE INSIGHTS •  Invite agencies to make the case •  Share opportunities MENTION.COM SOCIAL LISTENTING •  Run workshops •  Management Mandate •  Case Studies FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER •  Measurement Models POSE MODEL, SOCIALBAKERS SOCIAL HEALTH INDEX •  Challenge Assumptions RUN WORKSHOPS •  Training IAB TRAINING SERIES •  Culture of Sharing SIC EMAILS, BROWN BAG •  Redefine Processes •  Empowerment •  Start with a Pilot
  31. 31. What are some barriers you face in your organisation?
  32. 32. In theory, there is no difference between theory and practice. But, in practice, there is.
  33. 33. GOOD LUCK AND THANK YOU NICK PAN | nick.pan@vmlqais.com

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