5. “In the 1970s we weren’t told what to
do all the time. Mainly because there
were only about eight things to do.”
Richard Osman
Pointless
6. “In [tomorrow’s] virtual world things will have
value that are not expressible in money today…
reputation will become a digital asset.”
Kosta Peric
Bill & Melinda Gates Foundation
23. Ways of working
1. Fully integrated
2. Internal department
3. Outsourced
4. DIY
24. 4.1 Fully integrated
1. Social as a function across all teams
2. A truly “social business”
3. All stakeholders fully incorporated
4. Sustainable, ethical and transparent
5. Example: Zappos
26. 4.2 Internal team
1.Typical of larger global companies
e.g. Mondelez, Proctor + Gamble, Unilever
2. Led by strong personalities
Scott Monty, Ford
Bonin Bough, Mondelez (ex Pepsico)
3. Multi-million $ budgets
4. State of the art monitoring
5. Big data analytics
28. 4.3 Outsourced
1. Outsourcing for three key reasons:
Small or medium sized business who can’t afford in-house
Large, ambitious x-media creative briefs
Need for global, 24 hour, multi-lingual monitoring
2. Served by traditional ad/ PR sector
3. And new dedicated social media agencies:
eModeration, Tempero, We Are Social
global monitoring often supplied by women
working flexible hours part-time from home
32. 4.4 DIY
1. The solution for most small businesses
2. Often done without a strategy or training
3. Minimal budgets and resources
4. Best examples are where the CEO or
another member of senior team is a natural
on social media