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Bottom-up social media

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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.

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.

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Bottom-up social media

  1. 1. Bottom-up Social Media
  2. 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. 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. 4. But, this time, it’s for real
  5. 5. Customers are changing Knowledge is ubiquitous Friends are a trusted source Tribes now gather online Brands are here to serve us
  6. 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. 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. 8. We need to develop a symbiotic relation with our customers
  9. 9. Companies work for communities targets dictates company customer community company this will change the business world
  10. 10. 2 ways to change top-down Action plan Structure Grassroots Department Spontaneous Management Purposeless Employees bottom-up
  11. 11. An action plan will not help Disruptive change is about to happen Your company will only act when it’s too late
  12. 12. A bottom-up approach: Employee Brandbuilding
  13. 13. You do have interesting stuff going on Let employees bring their own story (yes, they will use twitter, facebook and blogs)
  14. 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. 15. Pick those who are ready They have to be social And they have to be fans
  16. 16. « The corporate edition » If TV formats move to scripted reality why not your marketing?
  17. 17. 3 social company pillars CEO Hero of the brand employee Tells the story organization Fulfills the promise
  18. 18. Don’t lead, but inspire
  19. 19. Don’t structure, but enable
  20. 20. Don’t command, but do A leader has to go first be a good example
  21. 21. YOU can do this Have fun changing your company
  22. 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

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