STOP: How Social Media Affects Every Part of your Business

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STOP: How social media affects every part of your business

Internet World : : 26th April 2010

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The social literacy of the corporationHow connected brands change their organisations

iCrossing Client Summit : : Feb 24th, 2010

FreeFree

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“we shape our tools and then our tools shape us”

3http://goo.gl/oR8L

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history

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IV

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revolution

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http://bit.ly/8h04u

thinking at web scale

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an expanding sphere

8Image: Bestario http://goo.gl/SWZq

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Image (cc) dominik99

disrupt / absorb

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it’s reached our relationships

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how we think

11Image: (cc) gingiber http://goo.gl/2MM8

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Image: Bestario.org

how we organise ourselves

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hard-nosed business version

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http://goo.gl/J2eqhttp://goo.gl/J2eq

“...this is just the beginning of an exciting new era of global interconnectedness that will spread ideas and innovations around the world faster than ever before.”

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Source: http://tweetstats.com

literacy

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connected brands = literate

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how to do it

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STOP

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Strategic Tactical

Organisational Personal

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StrategicHow will the social web affect how we think and plan at a strategic business level? Will they change our commercial, political, social & cultural environment? What will our response be?

Tactical

Organisational Personal

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Strategic TacticalHow will the tactics of our brand

marketing change? What will happen to the structure of campaigns, the mix of

media, our relationships with media and agency partners?

Organisational Personal

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Strategic Tactical

OrganisationalOur organisation, including our employees and suppliers, has evolved to meet the demands of a media and marketing environment that is changing rapidly. Will the divisions and structures we have now need to change? How will communications, governance and collaboration alter? Personal

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Strategic Tactical

Organisational

PersonalWhat will this mean for us all at a personal level? What skills and ways of working will need to be considered? Will the nature of our people’s work, of work itself, be altered?

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business case

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http://goo.gl/NLd3

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developing a framework

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context

principles

governance

guidance notes

case studies30

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context

principles

governance

guidance notes

case studies31

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context

principles

governance

guidance notes

case studies32

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context

principles

governance

guidance notes

case studies33

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context

principles

governance

guidance notes

case studies34

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STOP

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shiny things

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iCrossing: Say What?

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icrossing.com/research/

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next?

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personal literacy

http://meandmywebshadow.com

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3 mths: Personal literacy

1 yr: Company-wide literacy

5 yrs: CMO

10 yrs: CEO

career plan

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Email: antony.mayfield@icrossing.co.uk Sites: www.icrossing.co.uk Blogs: connect.icrossing.co.uk

www.antonymayfield.comTwitter: @amayfield

Thank you

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Email: antony.mayfield@icrossing.co.uk Sites: www.icrossing.co.uk Blogs: connect.icrossing.co.uk

www.antonymayfield.comTwitter: @amayfield

Thank you

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antonymayfield.tel