Social Media Business From the Inside-Out.

Charlie PownallBurson-Marsteller

September 6, 2011 Kota Kinabalu

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 modelCentralised

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 PownallBurson-Marsteller@cpownall