Social Media Through the Looking Glass Martin Thomas @crowdsurfing
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Social Media Through the Looking Glass
Martin Thomas @crowdsurfing
Social Media Comes of Age?
A Market Matures
Growing sophistication
Gartner H
ype Cycle
Growing Sophistication
“as social networks mature the individual platforms are beginning to demonstrate their core strengths & UK consumers are increasingly differentiating them” YouGov (Jul 11)
A Market Matures
From gimmicks to game changers
Gartner H
ype Cycle
Gimmicks Play Important Role
o Beta test ideas & technologieso Build audienceso Excite media Generate publicity
… but Gimmicks Have Limitations
o Exacerbate market fixation with tactics, trivia & technology
o Perceived as superficial Fail to be taken seriously in the boardroom
o Limited impact beyond press office Fail to transform markets & businesses
Game Changers
o Transform organisations & working practiceso Create new markets & business modelso Set trends that others will follow
Game Changers
o 70% 70% of companies regularly create value through use of web-based communities
o Using customer communities to solve customer problems costs 10% 10% of traditional call centres
o Web 2.0 companies are more profitable
* McKinsey 2010* McKinsey 2010
Game Changers
o Transforming public services
o Supercharging customer services
o Creating new business models
o Meeting organisational & cultural challenges
Organisational & Cultural Challenge
o Social media is driving new behaviours & heightening expectations
Real time problem solving Real time expectations
Instant access, instant response, instant gratification “living life through shortcuts” MTV
“The trouble with McDonald’s is it’s too bloody slow”
o Amplifying cultural trends
Organisational & Cultural Challenge
Dramatizing institutions’ structural, operational & cultural weaknesses
Connected Consumer meets Disconnected InstitutionConnected Consumer meets Disconnected Institution
“Digital communications is a destabilizing force in a bureaucratic environment. And I am sitting right in the middle of a bureaucratic environment.’”Senior corporate communications director
“We’re not set up for this shit”UK CEO
Thriving by Loosening Up
o Operational & cultural traits of successful organisations
TrustingOpenAgileInformal Collaborative
Tight Thinkers Need Not Apply
o Organisations & people that struggle with this new worldHierarchicalBureaucraticProcess orientedDistrustful
90%of public sector bodies restrict staff use of social media to some extent (Socitm 2010)
67%block access entirely(v. 20% in private sector) (Socitm 2010)
www.crowdsurfing.net@crowdsurfing
Summary
o Are you delivering gimmicks or gamechangers?
o Get the culture & organisation right and the social media will look after itself
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