IABSG | Overcoming Social Transformation Barriers In Your Organisation
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This document outlines barriers to social transformation in organizations and strategies to overcome them. The main barriers discussed are lack of management buy-in, unclear ownership of social media initiatives, inability to measure tangible benefits, resistance to changing processes, and legal concerns. Recommendations to address these barriers include showing industry examples, quantifying potential audiences, empowering cross-team collaboration, implementing pilots, and redefining processes through training and workshops. The overall message is that social media is no longer optional and requires organizational transformation supported by leadership.
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IABSG | Overcoming Social Transformation Barriers In Your Organisation
- 1. IAB TRAINING SERIES OVERCOMING SOCIAL TRANSFORMATION BARRIERS IN YOUR ORGANIZATION20 APRIL 2016 • NICK PAN #iabsg #iabsocial
- 2. Don’t believe everything you read on the internet. ABRAHAM LINCOLN
- 3. SOCIAL MATURITY CONNECTION COMMUNICATIONS DECENTRALISED AD-HOC COLLABORATION PROBLEM SOLVING CENTRALLY MANAGED REACTIVE OPTIMIZATION PROCESS OPTIMIZATION DEPARTMENT LED PROACTIVE TRANSFORMATION CULTURE TRANSFORMATION C-SUITE LED PREDICTIVE
- 4. BARRIERS CONNECTION COMMUNICATIONS DECENTRALISED AD-HOC COLLABORATION PROBLEM SOLVING CENTRALLY MANAGED REACTIVE OPTIMIZATION PROCESS OPTIMIZATION DEPARTMENT LED PROACTIVE TRANSFORMATION CULTURE TRANSFORMATION C-SUITE LED PREDICTIVE ! ! !!
- 5. “The Bosses don’t think Social is that important.” “Who’s baby is it going to be?.” “Social don’t bring tangible benefits” “We’ve got to go through legal first.” “Social is going to upset how things are done.”
- 6. “The Bosses don’t think Social is that important.”
- 8. MANAGEMENT BUY IN • Show what others are doing SOCIALBAKERS STATISTICS Show what others are doing SOCIALBAKERS STATISTICS Source: socialbakers.com/resources/reports/singapore/2016/march/
- 9. MANAGEMENT BUY IN • Show what others are doing SOCIALBAKERS STATISTICS • Show potential audience size FACEBOOK AUDIENCE INSIGHTS Show potential audience size FACEBOOK AUDIENCE INSIGHTS Source: www.facebook.com/ads/audience-insights/
- 10. MANAGEMENT BUY IN • Show what others are doing SOCIALBAKERS STATISTICS • Show potential audience size FACEBOOK AUDIENCE INSIGHTS • Invite agencies to make the case Invite agencies to make the case
- 11. “Who’s baby is it going to be?.”
- 13. CROSS TEAMS OWNERSHIP • Share opportunities MENTION.COM SOCIAL LISTENTING Share opportunities MENTION.COM SOCIAL LISTENING Source: mention.com
- 14. CROSS TEAMS OWNERSHIP • Share opportunities MENTION.COM SOCIAL LISTENTING • Run workshops Run workshops
- 15. CROSS TEAMS OWNERSHIP • Share opportunities MENTION.COM SOCIAL LISTENTING • Run workshops • Management Mandate Management Mandate Dear Colleagues, Social media is no longer the wave of the future. It is already a state-of-the-art intelligence and communication tool that surpasses many traditional approaches when engaging customers and stakeholders. As of today, we at Red Wine International embrace this change and will relook into how we operate and engage our customers across all departments, organisational functions and how we think strategically in this competitive global climate. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Nick Pan CEO, Red Wine International
- 16. “Social don’t bring tangible benefits”
- 18. MEASURING SUCCESS • Case Studies FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER Case Studies FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER Source: facebook.com/business/success, business.instagram.com, business.twitter.com/success-stories, business.linkedin.com/marketing-solutions/social-media-case-studies
- 19. MEASURING SUCCESS • Case Studies FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER • Measurement Models POSE MODEL, SOCIALBAKERS SOCIAL HEALTH INDEX Measurements Models POSE MODEL, SOCIAL HEALTH INDEX Source: https://metricsman.wordpress.com/category/social-media-measurement/ http://www.socialbakers.com/blog/2285-the-social-health-index-a-new-way-to-measure-social-performance (paid)
- 20. “Social is going to upset how things are done.”
- 22. UNLEARN & RELEARN • Challenge Assumptions RUN WORKSHOPS Challenge Assumptions RUN WORKSHOPS Source: Forrester.com
- 23. UNLEARN & RELEARN • Challenge Assumptions RUN WORKSHOPS • Training IAB TRAINING SERIES Training IAB TRAINING SERIES
- 24. UNLEARN & RELEARN • Challenge Assumptions RUN WORKSHOPS • Training IAB TRAINING SERIES • Culture of Sharing SIC EMAILS, BROWN BAG Culture of Sharing SIC EMAILS, BROWN BAG
- 25. “We’ve got to go through legal first.”
- 27. REAL-TIME MARKETING • Redefine Processes Redefine Processes Source: Edelman APPROVE POST AMPLIFY MEASURE OPTIMIZE CHOOSE A TREND SPOT A TREND DEVELOP CONCEPT 2 HOUR CYCLE
- 29. REAL-TIME MARKETING • Redefine Processes • Empowerment • Start with a Pilot Start with a Pilot
- 30. MANAGEMENT BUY IN CROSS TEAMS OWNERSHIP MEASURING SUCCESS UNLEARN & RELEARN REAL-TIME MARKETING • Show what others are doing SOCIALBAKERS STATISTICS • Show potential audience size FACEBOOK AUDIENCE INSIGHTS • Invite agencies to make the case • Share opportunities MENTION.COM SOCIAL LISTENTING • Run workshops • Management Mandate • Case Studies FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER • Measurement Models POSE MODEL, SOCIALBAKERS SOCIAL HEALTH INDEX • Challenge Assumptions RUN WORKSHOPS • Training IAB TRAINING SERIES • Culture of Sharing SIC EMAILS, BROWN BAG • Redefine Processes • Empowerment • Start with a Pilot
- 31. What are some barriers you face in your organisation?
- 32. In theory, there is no difference between theory and practice. But, in practice, there is.
- 33. GOOD LUCK AND THANK YOU NICK PAN | nick.pan@vmlqais.com