Social business from the inside out

iMedia Agency Summit, Kota Kinabalu September 06, 2011... Some social media successes…... Consumers don’t like being preached at Requires a sustained approach... Unclear how to measure

Social

Business From the Inside-out

iMedia Agency Summit, Kota Kinabalu

September 06, 2011

Some social media successes…

But many organisations are struggling

Consumers don’t like being

preached at

Requires a sustained approach

Unclear how to measure value Don’t have the resources

or skills

Anxious about losing ‘control’

Yet, 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

 Valuing & recognising innovation

 Collaboration across units & locations

 Hierarchical

Managing risk

 Reputational

 Operational

 Financial

Governance

 A thick manual, or

 “Be yourself and don’t be stupid”

Ownership

Organisational model

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