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How to be a Social Media Advocate in the most conservative corporate cultures. (The Pacman Presentation from the March 2009 Ragan/PRSA Social Media Conference)
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How to be a Social Media Advocate in Conservative
Corporate Cultures
Everything I needed to know about business I learned from
Pacman
or
How to be a Social Media Advocate in Conservative
Corporate Cultures
Everything I needed to know about business I learned from
Pacman
or
It’s a dot-eat-dot world
The Pacman Paradigm
The Lay of the LandThere are boundaries
There are rules
There are objectivesShort term (don’t get eaten)
Long term (clear the board
The Pacman Paradigm
What You Must LearnKnow where you stand
Know the mapBottlenecks
Escape Routes
Know Thine Enemy
!!!!!!!!
!!!!!!!!
The Pacman Paradigm
The Ghosts ofCorporate Culture
The Pacman Paradigm
The Ghosts ofCorporate Culture
.
..
.
The Pacman Paradigm
The Ghosts ofCorporate Culture
Attacks “change agents”“This is above your pay
grade”
“This is not your job”
Use “job-enhancing” tools
The Pacman Paradigm
The Ghosts ofCorporate Culture
Attacks the change itself“I don’t want to own this”
“This is too risky”
Anticipate downsides, and show they are avoidable
The Pacman Paradigm
The Ghosts ofCorporate Culture
Undermines change“This isn’t the right time”
“Let’s study this further”
Use “teachable moments” and case studies
The Pacman Paradigm
The Ghosts ofCorporate Culture
Territorial“Not for MY department”
“MY people won’t use it”
Use Patience
The Pacman Paradigm
The Ghosts ofCorporate Culture
Use the “big dot moment” to convert the ghost
Forgiveness vs. Permission
Think “defense first”
The Pacman Paradigm
The Pacman Paradigm
Change the View
See THE board the way YOUR board will
Get familiar with the tools
Find a guide
The Pacman Paradigm
Change the View
See THE board the way YOUR board will
Look for ties to the strategic plan
Solve REAL problems
Anticipate objections
The Pacman Paradigm
Change the View
Get familiar with the toolsLearn on your own time
Stockpile articles and links
Upgrade your tech!
Be read to Demo!
The Pacman Paradigm
Change the View
Get familiar with the tools
The Pacman Paradigm
Change the View
Find a GuideOne who knows the culture
One who knows the language
One who knows the business
The Pacman Paradigm
The Qualities of a Social Media
Advocate
Patient
Analytical
Creative
Mentoring
mi
bl
N e
The Pacman Paradigm
Patient
Analytical
Creative
Mentoring
and
Nimble
P
A
C
M
a
N
