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social business from the inside-out
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
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