Social business from the inside out

Social
Business.
From the
Inside-out.

iMedia Agency Summit,
Kota Kinabalu
September 06, 2011


Some social media successes…


But many organisations are
struggling


Consumers don’t like being
preached at
Requires a sustained approach


Unclear how to measure value
Don’t have the resources
or skills


Anxious about losing ‘control’


Yet, 73% of company

executives reckon social will
fundamentally change how
business gets done


Being social demands a
different mindset
It’s about being truly
customer-centric


Multiplicity of touchpoints


And voices


Impact the whole
organisation


Few firms are set up for this


It’s about the product


Understanding the customer

Internal co-ordination
& co-operation


How fit are you?


Leadership


Culture & values
 Valuing & recognising innovation
 Collaboration across units & locations
 Hierarchical


Managing risk
 Reputational
 Operational
 Financial


Governance
 A thick manual, or
 “Be yourself and don’t be stupid”


Ownership

Organisational model
Centralised


Decentralised


Hub & spoke


Honeycomb