Social media requires a cross-departemental and strategic approach. Yet, to overcome the inertia of big corporates it might be a good idea to start a grassroots social media movement in your company.

1. Bottom-up
Social Media

2. Social media adoption
Who’s responsible?
(silo, matrix, hub & spoke)
A new medium
(gimme a campaign) Who
messed up?
Yeah, right
(like SecondLife)
2008 2009 2010 2011

3. My biggest fear
“It impacts all departments”
“We need someone to manage this”
“Let’s handle this as a taskforce across divisions”
Social media is at the risk of undergoing the
same fate as the total quality manager:
good on paper, ignored in reality

4. But,
this time,
it’s for real

5. Customers are changing
Knowledge is ubiquitous
Friends are a trusted source
Tribes now gather online
Brands are here to serve us

6. The world is changing
1900: manufacturing
2000: services
2010: information culture
Moving to the top of Maslow’s
pyramid means:
Providing values and purpose
that people can relate to.

7. You are not changing
Still using the factory
model of management
Even Kotler’s mantra of
marketing follows the
old top-down model.

8. We need to develop a symbiotic
relation with our customers

9. Companies work for communities
targets dictates
company customer community company
this will change the business world

10. 2 ways to change
top-down
Action plan
Structure Grassroots
Department Spontaneous
Management Purposeless
Employees
bottom-up

11. An action plan will not help
Disruptive change is
about to happen
Your company will
only act when it’s
too late

12. A bottom-up approach:
Employee
Brandbuilding

13. You do have
interesting stuff
going on
Let employees bring
their own story
(yes, they will use twitter, facebook and blogs)

14. Harness the power
of your employees
Ambassadors Innovators Storytellers
People want to feel Show your customer The good, the bad or
great about working the projects your the ugly. The little
for you. Let them clever people are stories that customers
share it with their working on. Let them can relate to are what
friends. set up a dialogue. builds brand affinity.

15. Pick those who are ready
They have to
be social
And they have
to be fans

16. « The corporate edition »
If TV formats move to
scripted reality why not
your marketing?

17. 3 social company pillars
CEO Hero of the brand
employee Tells the story
organization Fulfills the promise

18. Don’t lead, but inspire

19. Don’t structure, but
enable

20. Don’t command, but do
A leader has
to go first
be a good example

21. YOU can
do this
Have fun changing
your company

22. Contact
Picture credits
 Knight
flickr/brennuskrux
 Change
directeursagenda.nl
 Indians
KyerPhotography.com
 Employees
larrythecableguy.com
 Officeparty
dreamstime/aniram_info
Koen Delvaux  Betty
Innovation Consultant artists4all/betty
 Big Brother
@kodel Endemol entertainment
koen@del-mot.be  Pizza
+32 478 482111 www.sanaslankkenniscentrum.nl
 Magician
theallteach.com