cultural & organisational challenge of social media
DESCRIPTION
Presentation to Social Media Ireland Conference (18 Oct 2011)TRANSCRIPT
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Social Media and the Cultural/ Organisational Challenges of a Real Time World
Martin Thomas @crowdsurfing
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A Market Matures
From gimmicks to game changers
Gartner H
ype Cycle
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Gimmicks Play Important Role
o Beta test ideas & technologieso Build audienceso Excite media Generate publicity
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… 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
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Game Changers
o Transform organisations & working practices
o Create new markets & business models
o Set trends that others will follow
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Game Changers
o Transforming public services
o Supercharging customer services
o Creating new business models
o Meeting organisational & cultural challenges
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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
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Organisational & Cultural Challenge
Dramatizing institutions’ structural, operational & cultural weaknesses
Connected Consumer meets Disconnected InstitutionConnected Consumer meets Disconnected Institution
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“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
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Why Many Institutions Struggle
o Not configured to work in real time, in terms of speed or resources
10 minutes10 minutes60 minutes60 minutes
* Critical response time for responding to negative comments
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Thriving by Loosening Up
o Operational & cultural traits of successful organisations
TrustingOpenAgileInformal Collaborative
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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)
Tight Thinkers Need Not Apply
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Tight Thinkers Need Not Apply
o Organisations & people that struggle with this new worldHierarchicalBureaucraticProcess orientedDistrustful
“the approval time for each Tweet, by the time it had gone through compliance and tone of voice, used to be 10 days”
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1. Trusting
o Bedrock of strong internal cultureo Allows shared responsibility & real time
decision making
The best company rulebook ever written?
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Nordstrom Revisited
“Prescriptive rules have the effect of infantilising staff & make it harder for them to adapt to different situations. This goes as much for digital communications as for selling socks … Like the Nordstrom handbook we’re trusting staff to follow the spirit, not just the letter, of our guidelines”Meg Pickard, writing about The Guardian’s new social media guidelines, November 2010
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A Trusting Organisation
“We have issued 31 thousand Tweets none of which have been approved (it would defeat the object)”Martha Roberts, Royal Mail
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2. Open
o Transparency & honesty non negotiable
Capable of transforming reputations
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Openness is …
o Being transparento Engaging critics & embracing criticism o Encouraging real conversations with people
inside & outside the organisation
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Openness is … Non Negotiable
Social Media is No Respecter of Secrets
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Openness is … Non Negotiable
“For brands, Twitter is an option.
For public services, it’s an obligation”
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3. Agile
o Ability to improvise & operate in close to real time & to act on real time information
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4. Informal
o Being willing to show a human face
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Authenticity More Important Than Production Values
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5. Collaborative
o Tapping into spirit of collective self expression
o Leveraging people’s willingness to shape service & product offers
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The Power of Communities
Create Content
Solve Problems
Collaborate
Contribute Ideas
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The Power of Communities
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Thriving by Loosening Up
TrustingOpenAgileInformal Collaborative
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www.crowdsurfing.net@crowdsurfing
In Summary
o Are you delivering gimmicks or gamechangers?
o Get the culture & organisation right and the social media will look after itself