iMediaAgency2011 charliepownall
Social Media Business From the Inside-Out. Charlie Pownall Burson-Marsteller September 6, 2011 Kota Kinabalu
Some social media successes…
Yet most organisations are struggling
Consumers don’t like being preached at Requires a sustained approach
Requires a sustained approach
Unclear how to measure value
Don’t have the resources or skills
Anxious about losing ‘control’
73% of company executives reckon social will fundamentally change how business gets done
Being social demands a different mindset
It’s about being truly customer-centric
Multiplicity of touchpoints
And voices
Impact the whole organisation
Few firms are set up for this
It’s about the product
Understanding the customer
Internal co-ordination & co-operation
How fit are you?
Leadership
Culture & values Innovation Collaboration Hierarchy
Managing risk Reputational Operational Financial
Governance A think manual, or “Be yourself and don’t be stupid”
Ownership
Organisation model What are you? What do you want to be?
Centralised
Decentralised
Hub & spoke
Honeycomb
Approach to transparency Data IP Communications
How well connected are your people?
What/who influences them?
Tools, technologies & skills For listening
For engaging and responding For managing relationships For managing channels For facilitating sales For tracking performance
Thank you. Charlie Pownall Burson-Marsteller @cpownall September 6, 2011 Kota Kinabalu
Some social media successes…
Yet most organisations are struggling
Consumers don’t like being preached at Requires a sustained approach
Requires a sustained approach
Unclear how to measure value
Don’t have the resources or skills
Anxious about losing ‘control’
73% of company executives reckon social will fundamentally change how business gets done
Being social demands a different mindset
It’s about being truly customer-centric
Multiplicity of touchpoints
And voices
Impact the whole organisation
Few firms are set up for this
It’s about the product
Understanding the customer
Internal co-ordination & co-operation
How fit are you?
Leadership
Culture & values Innovation Collaboration Hierarchy
Managing risk Reputational Operational Financial
Governance A think manual, or “Be yourself and don’t be stupid”
Ownership
Organisation model What are you? What do you want to be?
Centralised
Decentralised
Hub & spoke
Honeycomb
Approach to transparency Data IP Communications
How well connected are your people?
What/who influences them?
Tools, technologies & skills For listening
For engaging and responding For managing relationships For managing channels For facilitating sales For tracking performance
Thank you. Charlie Pownall Burson-Marsteller @cpownall September 6, 2011 Kota Kinabalu
