1. Managing in a Wired World
24 April 2012
Linda Locke
Principal

2. One word describes the business
environment in 2012
Risk is predictable, if….
• You know your stakeholders
• You understand what drives their
perceptions
• You are aware of their values
• You listen to them FLUX
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012

3. Look at what’s changed recently
Facebook Blockbuster Borders Kodak
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012

4. Not just another garden-variety Tulip
Mania bubble…
Startups valued at $200MM +
Facebook LinkedIn Airbnb
Dropbox Spotify Gilt Groupe
Flipboard Foursquare Rovio
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012

5. Look at what’s changed recently
Five years ago
three companies
controlled two-thirds
of the smart phone market:
Nokia, RIM, Motorola

6. You can mine the information
environment
By carefully dissecting relevant,
credible social media,
you can create
direct and indirect experiences
with stakeholders
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012

7. Listening: The key to preventing,
mitigating risk
Stakeholder experiences
Corporate initiatives and messaging
Third party conversations
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: Tony Sardella

8. Myths of social media
All it takes is a Facebook page to
become social
Hiring one kid means you have a
social presence
Your intranet makes the organization
collaborative
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: Forbes March 2012

9. It’s not about likes, hits, or followers
It’s about strategy, culture,
technology
Social Business Maturity Model
Personal Experimental Participating Strategic
60% 30% 9% 1%
Ad hoc Awareness Integrated Optimized
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: Forbes Mark Fidelman March 2012

10. Social business framework for the
optimized 1%
People
Governanc
Initiatives
e
Infrastructure
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: Forbes Mark Fidelman March 2012

11. It’s about employees having a greater
impact on your success
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012

12. Secrets of the successful social
organizations
• No retribution: Empower employees to
experiment
• Make subject matter experts your heroes
• Enlist your partners, suppliers
• Align the organization to communicate,
collaborate
• Connect with thought leaders
• Get tools to listen
• Think about mobility
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012

13. Getting started
• Understand the landscape: what is being
said about you now
• Create a virtual team to identify initiatives
• Think about what stakeholders expect
• Personalize bios, photos
• Customize for areas like customer service
• Listen, understand, engage
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012

14. Key steps in acting social
• Determine • Link to
drivers for business
each group strategy
• Identify • Build internal
emotions collaboration
• Map channels • Engage with
with impact stakeholders
• Identify • Communicate
activities what matters
causing risk
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012

15. Case study 1: Examining the
perceptions of all stakeholders …
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: evolve24

16. Case study 1: Diagnosing a problem
• Reputare Consulting LLC / Managing in a Wired World ©
Reputare Consulting 2012 Source: evolve24
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: evolve24

17. Case study 2: Understanding impact of
an event
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: evolve24

18. Case study 3: Impact of marketing
initiatives
Commercials
Privacy Boat safety video
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: evolve24

19. Case study 4: Finding risk
• Reputare Consulting LLC / Managing in a Wired World ©
Reputare Consulting 2012 Source: evolve24
Banking Fees
Consumer Debt
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: evolve24

20. Case study 5: Finding influencers
• Reputare Consulting LLC / Managing in a Wired World ©
Reputare Consulting 2012 Source: evolve24
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: evolve24

21. Case study 6: Understanding
emotional connection
Media Analytics
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: evolve24

22. Case study 7: Applying social media to
business strategy
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: evolve24

23. Rx for success in the social world
Risk is predictable, if….
• You know your stakeholders
• You understand what drives their
perceptions
• You are aware of their values
Behave well;
Communicate
• You listen to them
what matters
Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012

24. We help you understand whether
your company is trusted, and
what you should do next.
Corporate reputation consulting
Strategy
Measurement
Internal Alignment
Setting the Risk Agenda
Creating the Reputation Platform
External Engagement
Strategic Communications
Crisis Management
Executive Communications
Reputation Planning, Staffing
Corporate Responsibility/Citizenship

25. Thank you.
Linda Locke
Principal
Linda.Locke@ReputareConsulting.com
Twitter: Reputationista