Breaking Down Silo Whole of Company Social Media. Now.
KGA for Pacific Conferences - Breaking doewn silos
Oct 22, 2014
How to get buy-in and participation across the whole of your company for social media.
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Breaking Down Silos.
Whole of Company Social Media.Now.
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>Make It Work.1. Game Changer
Make Marketing More Effective
2. Whole of BusinessMultiple Touch Points
3. 3 Steps to Communicatea. Secure Buy-In
b. Identify Objectives
c. Long Term Game Changers & Early Wins
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in one generation the nature of trust has changed irrevocably
trust to operate in society’s
best interest
o Armed forces +43%o NGOs +27%o Education system
+26%o Health system +17%o Trade unions/labor +2%o Legal system -2%o Global companies -9%o Large national companies -10%
Accenture The Business of Trust, World Economic Forum “Voice of the People Forum”
You Are No Longer Trusted
but we trustMiss Fong in Hong Kong
trust me.
“there is no there there”Gertrude Stein
Web 2.0
build things where people are,not where we want them to be.
from destination to distribution
publishers formerly known as audiencemany to many
it helps us connect
from consumer
to media producer
social media’s changed our roles
Y O U N E E D A N E WP E R S P E C T I V E .
from promoter
to conversation farmer
social media’s changed your role
YOUR CONTENT
HERE
start bylistening
build a culturehonesty only policyidentify yourselfsocial media guidelinestrainingconstant communicationclarity about home, workdon’t start unless
committed
inform
educaterepeat
harness your
network
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>Make It Work.1. Game Changer
Make Marketing More Effective
2. Whole of BusinessMultiple Touch Points
3. 3 Steps to Communicatea. Secure Buy-In
b. Identify Objectives
c. Long Term Game Changers & Early Wins
23
approach holistically.conquer individually.
whole of company
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>Make It Work.1. Game Changer
Make Marketing More Effective
2. Whole of BusinessMultiple Touch Points
3. 3 Steps to Communicatea. Secure Buy-In
b. Identify Objectives
c. Long Term Game Changers & Early Wins
secure buy-in?- link to business plan- insurance policy- peer pressure- ROI
“We have studies showing that brands connecting aggressively through social media are generating far greater revenue growth than those that are not.Marc Pritchard, Chief Marketing Officer, Proctor & Gamble, September, 2009
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link to business plan
measure value.
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Bad customer service
became a song.
United Airlines shares declined 10% erasing $180 million of value.
insurance policy
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Bank of America ranks
most hated
Molly Katchpole is a 22 year old unemployed college graduate. Her petition against a $5 monthly charge for an ATM card gathered 300,000 signatures, and led to a change in bank policy.
insurance policy
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Timeline lets you share your
common history
Despite vocal debate about interest rates, bank fees and service Commonwealth Bank has 133,622 likes on Facebook.
peer pressure
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Ford lets
new buyersdrive the Ap
80,000 ‘hand raisers’ asked to be kept up to date on the U.S. launch of the Ford Fiesta. Of those, 97 percent did not own a Ford vehicle.
ROI
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people trust brands that build a personal relationship
Blogs
Social Networks
Online Communities
Radio
Online Brand Content
TV
Search
Rewards Programs
Mobile Marketing
Direct Mail
Opt-in E-mail
Online Display Advertising
Mas
sTa
rget
edPe
rson
aliz
ed
Trial Advocacy
RelationshipsAwareness LoyaltyConsideration
TRUST
Pers
onal
izati
on
Digital Traditional 33
identify objectives- per campaign- per business unit- whole of company
business planlink to business planmeasure engagementtrial programsask for feedback
understand
measureevaluate
constantly
evaluate
long term game changers
early wins
in a connected world, power shifts to those best able to connect.
Dov Seidman
“ ”
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social is not “emerging”
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even if you are
D I N N E R ? M Y P L A C E . TO N I G H T !
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“If you don’t like
change,you’re going to
like
irrelevance even less.”General Eric Shineski, Retired Chief of Staff, U.S. Army
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thanks. i’m
blogging this.
www.twitter.com/FacingChina
45
questions?
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