25TH GATHERING, ZURICH 8 APRIL 2014

BEYOND THE BUZZWORDS:

MAKING SENSE OF TRENDS IN DIGITAL

&

LESSON LEARNED FROM

KWD WEBRANKING SWITZERLAND 2013 Zurich, 8 April 2014

THE UNSOCIAL COMPANY (Which path leads to social)

KEITH CHILDS

#DIGITALBITES

@KEITHCHILDS

The unsocial company Which path leads to social? Keith Childs

Bio: corporate, social, & internal communications. All things digital. Know enough to be dangerous.

Most companies say they want discussion and dialogue with their stakeholders...

but many do not have the organizational mindset to achieve it.

Definition

The deep integration of social media and social methodologies into the organization to drive business impact.

The Evolution of Social Business 2013. Brian Solis, Charlene Li. Altimeter Group

Definition

A set of collaborative processes that have the potential to yield improved business processes that are customer-driven such as faster time to market with new products and services, more successful research and development outcomes and refined market messages that are explicitly influenced by customer needs.

The Socially Enabled Enterprise: 2013 Research study. Oracle, Leader Networks, Social media Today

The path to social business

“To reap the full benefit of social technologies, organizations must transform their structures, processes, and cultures: they will need to become more open and nonhierarchical and to create a culture of trust. Ultimately, the power of social technologies hinges on the full and enthusiastic participation of employees who are not afraid to share their thoughts and trust that their contributions will be respected.

McKinsey Global Institute report 2012. The social economy: Unlocking value and productivity through social technologies

“Creating these conditions will be far more challenging than implementing the technologies themselves.”

The Socially Enabled Enterprise: 2013 Research study. Oracle, Leader Networks, Social media Today

Majority of organizations strive to be a socially enabled enterprise

The Customer-activated Enterprise. IBM Global C-suite Study, 2013

CMO’s want to put the components of a strong digital strategy in place

The Customer-activated Enterprise. IBM Global C-suite Study, 2013

CxOs intend to interact digitally with customers to a much greater extent in the future

The Customer-activated Enterprise. IBM Global C-suite Study, 2013

CxOs foresee major changes in the business landscape in the next 3-5 years

Smart leaders know that online input is a vital part of the discourse and have plumbed their organizations to listen closely.

The Customer-activated Enterprise. IBM Global C-suite Study, 2013

The area in which CEOs expect to see customer influence grow most is business strategy development

Accepting customers as stakeholders in determining an enterprise’s future has huge cultural and organizational implications.

The Customer-activated Enterprise. IBM Global C-suite Study, 2013

CMOs feel underprepared

Data Explosion Coping with social media

79%

The State of B2B Content Marketing: 2014 Benchmarks, Budgets & Trends. MarketingProfs & the Content Marketing Institute

Marketers still have difficulty in measuring social media

State of the Global Worrkplace, 2013. Gallup

76% of employees are not engaged. • Lack motivation • No extra effort for

organizational goals or outcomes.

“We trust our employees… and it has been proven that that trust is deserved. They are communicating from the heart. And our audience is responding accordingly.”

Bill White, Sprint’s chief communications officer.

• Trained 2000 employees in online engagement

• Help solve problems

• Evangelize new products

• LinkedIn, Facebook, YouTube, Twitter, Flickr and Digg

• Improved Company reputation

60% of companies contacted by e-mail did not

respond.

If you can't manage this basic channel how can you even think about online engagement?

“The future of marketing is social, and that we will see this transformation in the next 12 months” Mandatory that every employee is certified by Dell’s social media training program Created six profiles in marketers’ performance plans with specific tasks, tool adoption and actions.

Bryan E. Jones, Dell’s VP of Marketing

Staffing, training, rewarding and creating a cultural shift for adoption, innovation and a new way of operating.

1. Employee advocate

2. Listening analyst

3. Content creator

4. Subject matter expert/topic manager

5. Community manager

6. Thought leader

“You will not have a career in marketing without this skill set”

Ben Eenhoorn

It’s not simply breaking down silos • Collaboration • Knowledge sharing • Internal politics • Powerbases • Employee engagement • Trust • Organization structures • Senior management talking to

customers • Accepting customers as stakeholders • Comfort zones

“The only person who likes change is a wet baby.”

“Creating these conditions will be far more challenging than implementing the technologies themselves.”

1. Employee advocate 2. Listening analyst 3. Content creator 4. Subject matter

expert/topic manager 5. Community manager 6. Thought leader

Thank you

keithchilds.com

twitter.com/keithchilds

ch.linkedin.com/in/keithchilds/

25TH GATHERING, ZURICH 8 APRIL 2014

BEYOND THE BUZZWORDS:

MAKING SENSE OF TRENDS IN DIGITAL

&

LESSON LEARNED FROM KWD WEBRANKING SWITZERLAND 2013