Many companies understand the value of social media, but most fail before they even get started, simply because they haven't embraced the internal change needed to get it right. Social Media and Social CRM require a change of corporate culture. In this this talk Vivian shares her insights and experiences on how social media challenges the way companies are doing business and how corporations can make the most of the social revolution.

3. The internal Challenges
 Companies don‘t get Social Media
 Corporate Culture VS Social CRM
 IT & Security
 The Social Media Team

4. Companies don‘t get Social Media
© Gakige @ flickr http://www.flickr.com/photos/gakige/794679702/
Most facebook pages are toothless
tigers

5. Corporate Culture VS Social CRM

6. Hierarchy  Network
Hierarchical structures don‟t work in
this new environment

7. Total Control  Trust
 Let go of that stupid “Our employees can‘t be trusted…”
 Tap into the potential of experts
 Provide your employees with the guidance they need
=> Training, Guidelines, Empowerment
If you don„t trust your employees to use
social media you don„t trust them to talk
to your customers at all

8. Information Silos  Transparency
 Know more than your customers
 Information from every department could be important
 Don’t play hide and seek
=> Central point of Information
There is no such thing as too
much information

9. Perfect  Human
 Don’t try to be perfect, be yourself
 Use the opportunity to act human
 You can make mistakes but have to learn from them
=> Transparency, honesty, management support
Employees are human, they make
mistakes!

10. As always  New ways
 Implement “Social” into business processes
 Clarify the impact of social media
 Use the feedback you get
=> Learn, adjust & repeat, repeat, repeat
“Old habits die hard…”

11. Corporate Culture
Willingness for change:
 Hierarcy  Network
 Total control  Culture of trust
 Information Silos  Transparency
 As Always & Perfect  Culture of learning

12. IT & Security
© Camknows @ flickr http://www.flickr.com/photos/camknows/3726757043

13. Use the best tools & unleash the internet
If the IT department tells you something
is impossible due to security reasons
they are just to lazy to find a solution

14. Enable internal & external collaboration
Embrace the tools & techniques
“Social” offers

15. The Social Media Team

16. The Social Media Team
 For a start you need at least one passionate person
 Get external expertise and guidance if needed
 Find the internal experts
 Establish interdisciplinary teams
=> Beside one designated Social Media Manager there should be
at least one person out of every (customer touching)
department on the “Social Media Council”
social media is an approach not a
department

17. Give Teeth to your Tiger
 Make sure you have the framework and resources to
fulfil your promises to customers
 Have a team of highly motivated people with real
passion for their job and their customers
 Use the feedback of your customers as good as you can
 Advocate a culture that fits
Be fast, transparent, authentic, reliable
and offer real dialogs

18. Living Social Media
“At Zappos there‟s no brainswitching between work
and private life. Our job is just an extension of
our life.
Company culture is the backbone of our business.
Most companies are just trying to pretend to be
something they‟re not.
We don‟t even speak about social media. We are a
service company, it‟s just what we do, we want to help
people in all possible touchpoints.”
Graham Kahr – Social Engagement Scientist, Zappos