Social media can tear organizations apart. This presentation explores how to deal with the impact of social media across an organization and how to rebuild through effective collaboration, strong governance, appropriate resources and redefined measurement models. For more information, contact http://twitter.com/dbradfield.

1. A social business exploration: Embracing social media across the organization mesh conference May 19, 2010 @dbradfield #mesh10 David Bradfield Senior Partner & Global Chair, Digital

2. Image source http://www.blogskins.com/info/123512

3. Workshop Topic Map

4. Collaboration “... social media appears to be softening organizational silos” Pete Blackshaw, Exec VP, Nielsen Online Digital Strategic Services @dbradfield

5. Does This Sound Like Therapy? What does the customer want? Recalibrate relationships and internal dynamics Realign priorities with external expectations Revisit goals and renew commitment Collaborate and co-create beyond the organization

6. Cross-functional Collaboration

7. McKinsey: The Consumer Decision Journey Source:http://www.mckinseyquarterly.com/The_consumer_decision_journey_2373

8. 85% of Canadians seek advice from other people Source: 2010 Fleishman-Hillard Digital Influence Index

9. Governance Establish an evolving set of guidelines, roles and responsibilities @dbradfield

10. Some Questions to Consider How does your organization manage relationships? Where does social media naturally align within the organization, both as an input (listening) and as a point of engagement? What organizational goals do you think social media can help achieve? Who needs to be part of the process for efficiency sake?

11. Source: McKinsey, The consumer decision journey

12. Streamline Roles Strategy Community

13. Successful Models IBM: Employees co-create social media guidelines Sense of ownership Maintain relevance Establish consistency BMW Group NA: Cross-functional collaboration Respect customer savvy Acknowledge corporate preference Listen collectively, analyze and engage functionally

14. Resources Working social media within the organization @dbradfield

15. How To Staff Social Media Research Monitoring Analysis Paid, Earned, Shared and Owned Media (PESO) Engagement Outreach Reaction

16. Measurement Tips on recalibrating your measurement programs @dbradfield

17. Measurement Model ACTION INFLUENCE ENGAGEMENT EXPOSURE What actions if any has the target taken? How we influenced perceptions & attitudes of the target Who is interacting & engaging with our content? How and where? To what degree have we created exposure to content and message? Possible Financial Impact - ROI Non-Financial Impact – Value Check out http://metricsman.wordpress.com/2010/05/12/the-digitization-of-research-and-measurement for more

19. Thank You David BradfieldSVP & Senior PartnerFleishman-Hillarddavid.bradfield@fleishman.com416-645-3650 office416-560-1634 mobile@dbradfield