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 Centralised

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