the social organisation and adapting to change - future of marketing 2014 #fom14 - michelle goodall
DESCRIPTION
10 quick-fire top tips for organisations and businesses experiencing challenges whilst adapting to 'the social customer '. These slides were presented at Econsultancy's Festival of Marketing 2014. They include the common challenges, strategic tips and ways to frame your thinking as a strategist/changemaker in an increasingly social world.TRANSCRIPT
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Copyright © Econsultancy
The Social Organisation Adapting to change and key social media trends Michelle Goodall – Consultant @greenwellys
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Hello I’m @greenwellys
2 Copyright ©Michelle Goodall
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The next 30 minutes…
1. Key challenges for organisa9ons adap9ng to a ‘social customer’?
2. How to frame your thinking as a changemaker? 3. Social media trends for short and longer term planning
….all wrapped up in some tweetable soundbites ;-‐)
Copyright ©Michelle Goodall
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The social organisation v social media…
Copyright ©Michelle Goodall
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Just so we’re clear about the social customer…
Copyright ©Michelle Goodall
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Everyone loves Listicles…
Copyright ©Michelle Goodall
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Challenge #1 – Unclear visions, values, purpose and meaning
Changemakers must understand the very nature of your business…
Vision, values, purpose, meaning must be clear, understood & shared
Copyright ©Michelle Goodall
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Challenge #2 – Channel, platform and ownership think
Social Media has no single department…yes, it requires steering �
but must have involvement all teams and stakeholders
Copyright ©Michelle Goodall
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Challenge #3 – Tools before teams
Place challenges, audiences, strategy & team before tools & technology
Copyright ©Michelle Goodall
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Challenge #4 – ‘Social customers’ more demanding than ever
“Customer Experience” isn’t a department in the mind of a customer. Your gaps can be crevasses.
Customer journeys & customer experience are the heart of your business. Fix the gaps.
Copyright ©Michelle Goodall hJps://soundcloud.com/ryan-‐block-‐10/comcas9c-‐service
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Challenge #5 – ‘Social customer’ habits change
Be adaptive to the smallest changes. They can have significant effects on customer behaviour.
2004
2006 -‐ 11 2012
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Challenge #6 – We have 5 levels of approval and the boss doesn’t get social
hJps://www.youtube.com/watch?v=G6UerjFCLdI Copyright ©Michelle Goodall
Small iterative projects create evidence of benefits, build trust, resolve issues, & pull others along.
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Challenge #7 – We’re not sure that our content is working
Cut down on the c£#p…better quality, better cut and better targeted content.
Copyright ©Michelle Goodall
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Challenge #8 – Reputation and Crisis Management
Prepare for the very worst, the very bad and the very uncomfortable.
They will happen… Copyright ©Michelle Goodall
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Challenge #9 – Cover, blame and shame culture
Transform a Blame Culture into a Beta Culture.
Copyright ©Michelle Goodall
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Challenge #10 – Troublesome employees are ticking timebombs
Embrace internal anarchists as ‘problem hackers’. Social touches the whole company, so get the whole
company involved. Copyright ©Michelle Goodall
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Some trends summarised….
1. 2015 the year of Internal Communica9on? 2. Increased fragmenta9on of social channels 3. The rise and rise of social service
Copyright ©Michelle Goodall
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Some trends summarised….
4. Data visualisa9on & beJer visualisa9on 5. ‘hackable’ content
Copyright ©Michelle Goodall
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Some trends summarised….
6. Accelerated and targeted social ads 7. Reputa9onal risk of social data
Copyright ©Michelle Goodall
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The Changemakers…frame your thinking
1. Inside out, outside in lens 2. Collect and curate case studies 3. Spend 9me in all departments 4. Prepare yourself for lots of workshops! 5. Learn from peers in other orgs/industries 6. Itera9ve change is a powerful thing 7. Talk like a boss!
Copyright ©Michelle Goodall
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….if you only read one book…
Copyright ©Michelle Goodall
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Image credits
Social Business Model Antony Mayfield – Brilliant Noise Social departments Dell Top 10 Tips paren9ng-‐defiant-‐teens.com Our town is going to make jeans… Hiut Denim Lego Team Lego Shamed Dog MBTimetraveler.com 1:9:90 Yahoo Social Technographics Ladder Forrester Par9cipa9on Choice model BBC Joan from Mad Men Meme Customer level expert The world is mine memecenter.com In the depot Torfaen County Borough Council Crap Velocity Partners
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Image credits
Crap Velocity Partners US Airways Tweet Chron.com London2012 hJp://www.telegraph.co.uk/sport/olympics/
9427788/North-‐Korea-‐women-‐footballers-‐ protest-‐over-‐flag-‐gaffe.html
KLM TwiJer @KLM David McCandless davidmccandless.com Samaritans Radar samaritansradar.org Organisa9ons Don’t Tweet… euansemple.com
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