ennen

Rethink the Organization: How Social Media Makes Marketing the Nerve

Center of the Enterprise

www.socialstrategy1.com

Steve EnnenPresident & Chief Intelligence Officer, Social Strategy1, Lecturer, The Wharton School, University of [email protected]

http://www.socialstrategy1.com/

Proprietary & Confidential | Social Strategy1, Inc. Proprietary & Confidential | Social Strategy1, Inc.

Rethink the Organization


Knowledge is power.

Sir Francis Bacon, 1597

44Proprietary & Confidential | Social Strategy1, Inc. Proprietary & Confidential | Social Strategy1, Inc.

Social Media Can Alter Governments

Massive Egyptian Protests Powered by YouTube, Twitter, Facebook, Twitpic [Pics, Video, Updates]

Egyptian pro-democracy protesters are embracing Twitter, YouTube, Facebook and Twitpic.


It Will Alter Your Business



Katchpole turned to Change.org, an online platform that publishes petitions and mobilizes community campaigns. Her open letter to Bank of America to withdraw the fee went viral. She closed her Bank of America account, cutting up her debit card on camera, and moved her money to a community bank. One month and 306,000 signatures later, she won: Bank of America removed the charge on Nov. 1.


•Academic research has proven that online conversation can affect purchase decisions, brand image, and even stock prices

•True, more and more C-Suites are using social media. But it’s the uses you should be thinking about. Listening becomes paramount.

•Active Listening, different than monitoring. So, information must move fluidly through the organization.



•When businesspeople track what’s really happening behind the scenes, you get intelligence to hone every discipline.

•Critical to rethink every role in the organization



Let’s start with you:

You are content professionals



Content is fluid and can drive great insights



“If you have a smartphone and call 411. Kill yourself”

“Online conversations from consumers indicate a growing perception that 411 is an outdated or obsolete service in today’s technologically connected world.”

“The bad news is that smartphone technology and the access it creates to social media threatens the way consumers think about DA. The good news is that social media creates new business opportunity.”


Rethink the OrganizationStart with the Basics:

•Product Development – Hear the voice of the customer unfiltered and target development to fill verified gaps in user experiences.

•Human Resources – Track current employees and identify the online conversations that are influencing prospective or current employees.

•Customer Service – Know where you’re winning and losing with companies and consumers, address individual incidents and diagnose support levels throughout the organization.

•Marketing – Make it possible to deliver the right messages to the right people in the right forums at the right times.




• Sales – Spot holes in customers’ understanding at the corporate and individual levels to offer the most relevant solutions .– Education

– Heathcare

• Compliance – Discover policy violations before they become legal issues, from unauthorized outings to illegal termination to other misconduct.

• M & A – Size up a company’s social reputation from all sides—what employees, competitors, customers and vendors are saying online—before framing a deal.


•Strategy – Base your company plans on real-world, verbatim feedback from customers, competitors and vendors.

•Operations & Distribution – Get real-time anticipation of demand by location, company, or channel, and let managers see their operations the way customers see them.


• Organizational structure- What is the organizational process: who in your

organization can you influence?

• To increase your influence in the organization, think more broadly about how you affect change though the organization

• How can you increase your role through intelligence?

• Is there an education plan?

• What is your Listening Strategy?



“If the doors of perception were cleansed, every thing would appear to man as it is, infinite. For man has closed himself up, till he sees all things through narrow chinks of his cavern.”Wm. Blake


Coming, June 2012Social Media Leadership Awards

+Career/HR/Recruitment +Corporate Governance +Customer Service

+Financial Services +Marketing +Media

+Municipalities & Governments + Social Media Start-Up Companies

+Voice of the Future (High School and Higher Education)

Contact

Steve Ennen

[email protected]

@EnnenSS1

646-334-5893


Coming February BeamSocial

mailto:[email protected]

ennen

Business

organization content

organization strategy

organization academic

organization sales spot

social media leadership

companys social reputation

customer service

way customers