The document discusses the challenges that organizations face with social media. While some organizations have found success, many are struggling as social media requires a sustained approach and unclear ways to measure value. It demands a different mindset of being truly customer-centric. Few organizations are set up in a way that allows their culture, leadership, governance, and people to effectively engage across the multiplicity of social media touchpoints in a way that impacts the whole organization. The document raises questions about how fit organizations are to meet these challenges across their leadership, culture, management of risk, ownership models, and tools/skills.

1. Social Media Business
From the Inside-Out.
Charlie Pownall
Burson-Marsteller
September 6, 2011
Kota Kinabalu

2. Some social media successes…

3. But many organisations are
struggling

4. Consumers don’t like being
preached at
Requires a sustained approach

5. Unclear how to measure value
Don’t have the resources
or skills

6. Anxious about losing ‘control’

7. Yet, 73% of company
executives reckon social will
fundamentally change how
business gets done

8. Being social demands a
different mindset
It’s about being truly
customer-centric

9. Multiplicity of touchpoints

10. And voices

11. Impact the whole
organisation

12. Few firms are set up for this

13. It’s about the product

14. Understanding the customer

15. Internal co-ordination
& co-operation

16. How fit are you?

17. Leadership

18. Culture & values
 Valuing & recognising innovation
 Collaboration across units & locations
 Hierarchical

19. Managing risk
 Reputational
 Operational
 Financial

20. Governance
 A thick manual, or
 “Be yourself and don’t be stupid”

21. Ownership

22. Organisational model
Centralised

23. Decentralised

24. Hub & spoke

25. Honeycomb

26. Approach to transparency
 Data
 IP
 Communications

27. How well connected are
your people?

28. What/who influences
them?

29. Tools, technologies & skills
 For listening
 For engaging and responding
 For managing relationships
 For managing channels
 For facilitating sales
 For tracking performance

30. Thank you.
Charlie Pownall
Burson-Marsteller
@cpownall