1. Bridging the Social Divide
#Winning Senior Management Support
Presented by Mal Chia, Digital Media Strategist
for Connecting Up Australia, June 22nd 2011

2. It’s not about technology

3. It’s about people

4. 42% of senior managers do not
support or champion social media

5. As a result, most social programs are
misaligned with business objectives

6. Typically start from the bottom up

7. What’s wrong with this approach?
• Doesn’t scale
• Creates ‘help desk’ mentality
• Typically lives within a department
• Difficultly resourcing
• Inconsistent experience

8. Need support from the top

9. But why should they care?
• Conversation is happening online, with or
without you
• Relate it to business strategy & objectives
• The cost of inaction
• But how does it affect the bottom line?

10. Measurement is still the biggest
barrier for 34% senior managers
• You need an analytics framework
• 3 tiers of metrics
• Reach/exposure
• Strategic
• Financial

11. Benefits of executive buy-in
• Increase speed of access to knowledge
• Shared resources across departments
• Coordinated voice
• Better customer experience
• Reduce confusion & brand dilution
• Stay ‘on message’
• Strategy & direction

12. What we did
• Showed evidence
• Alignment with strategic direction
• Moved from organic to coordinated model
• Established cross-functional team
• ‘One’ voice

13. Mal Chia
twitter.com/malchia
linkedin.com/in/malchia
malchia.com