Post on 26-Jan-2015
description
How can we convince the C-suite to take social seriously?
Martin Thomas@crowdsurfing
Problem/Opportunity?
“80% of business leaders think it important to make the most of social media but 70% admitted that their efforts are currently ineffective.”
Chartered Management Institute, Feb 14
Disruption isn’t always fun
“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
Disruption isn’t always fun
“We’re not set up for this shit.”UK CEO
Paranoia is understandable
“Thanks to the digital revolution, chief executives now live in glass
houses. An ill-judged remark can be broadcast to the world in an instant.”
The Economist, Oct 14
Unlearning received wisdom
“To thrive in the world of social media, leaders need to acquire a mind-set of openness and imperfection and they must have the courage to appear raw
and unpolished”Six Social Media Skills Every Leader Needs:
Roland Deiser and Sylvain Newton,McKinsey Quarterly, Feb 13
Getting used to being out of control
“The instinctive reaction from the board is: how do we control the
online lives of our staff? But social media – available at the touch of a button on the mobile phone – does
not lend itself to Soviet-style command and control”.
Anthony Goodman, Tapestry Networks, Financial Times, Oct 2013
“Organisational social-media literacy is fast becoming a source
of competitive advantage.” McKinsey, Feb 13
Align with organisational priorities
Reduce cost of business
Reduce cost of acquisition
Generate incremental revenue
Address key corporate challenges: talent, loyalty, reputation
Glass half empty
“The board has a responsibility for ensuring a corporate strategy is
developed, that risk management processes are in place and that a crisis communication plan exists. Each must take account of social
media.” Anthony Goodman, Tapestry Networks, Financial Times Oct 2013
Glass half full
“70% of business professionals believe social business is an
opportunity to change the way their organisation works ”
MIT Sloan & Deloitte. July 2013
Get the culture right and the social media will look after itself
www.dissident.biz@DissidentBiz