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 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 [...]...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... 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 ... 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...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