bottom-up social media

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

@kodelkoen@del-mot.be+32 478 482111