bottom-up social media
DESCRIPTION
Social media requires a cross-departemental and strategic approach. Yet, to overcome the inertia of big corporates it might be a good idea to start a grassroots social media movement in your company.TRANSCRIPT
Bottom-upSocial Media
Social media adoption
2008 2009 2010 2011
Yeah, right(like SecondLife)
A new medium(gimme a campaign)
Who’s responsible?(silo, matrix, hub & spoke)
Whomessed up?
My biggest fear“It impacts all departments”
“We need someone to manage this”
“Let’s handle this as a taskforce across divisions”
Social media is at the risk of undergoing thesame fate as the total quality manager:good on paper, ignored in reality
But,this time, it’s for real
Customers are changing
Knowledge is ubiquitousFriends are a trusted sourceTribes now gather onlineBrands are here to serve us
The world is changing
1900: manufacturing2000: services2010: information culture
Moving to the top of Maslow’s pyramid means:Providing values and purpose that people can relate to.
You are not changing
Still using the factorymodel of management
Even Kotler’s mantra of marketing follows the old top-down model.
We need to develop a symbiotic relation with our customers
Companies work for communities
this will change the business world
company companycustomer community
targets dictates
2 ways to change
top-down
bottom-up
Action planStructureDepartmentManagement
GrassrootsSpontaneousPurposelessEmployees
An action plan will not help
Disruptive change is about to happen
Your company will only act when it’s too late
A bottom-up approach:
EmployeeBrandbuilding
You do have interesting stuffgoing on
Let employees bring their own story(yes, they will use twitter, facebook and blogs)
Harness the power of your employees
AmbassadorsPeople want to feel great about working for you. Let them share it with their friends.
InnovatorsShow your customer the projects your clever people are working on. Let them set up a dialogue.
StorytellersThe good, the bad or the ugly. The little stories that customers can relate to are what builds brand affinity.
Pick those who are ready
They have to be social
And they haveto be fans
« The corporate edition »
If TV formats move to scripted reality why not your marketing?
3 social company pillars
organization
CEO
employee
Hero of the brand
Tells the story
Fulfills the promise
Don’t lead, but inspire
Don’t structure, but enable
Don’t command, but do
A leader has to go first
be a good example
Have fun changing your company
YOU cando this
Picture credits Knight
flickr/brennuskrux Change
directeursagenda.nl Indians
KyerPhotography.com Employees
larrythecableguy.com Officeparty
dreamstime/aniram_info Betty
artists4all/betty Big Brother
Endemol entertainment Pizza
www.sanaslankkenniscentrum.nl Magician
theallteach.com
Contact
Koen DelvauxInnovation Consultant
@[email protected]+32 478 482111