Presentation delivered by Martin Thomas at Making Social Part of Your DNA, a conference held during Social Media Week 2012 in London. For more information visit http://www.socialmediadna.co.uk

1. MAKING SOCIAL PART OF YOUR DNA
Social Media Week London
16th February 2012
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2. CULTURE EATS TECHNOLOGY FOR
BREAKFAST*
*WITH APOLOGIES TO PETER DRUCKER
Chair: Martin Thomas
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3. ORGANISATIONAL & CULTURAL CHALLENGE
 Social media is driving new behaviours &
heightened expectations
“Amplifying the volume of moaning”
“The trouble with McDonald’s is it’s too
bloody slow”
Instant access, instant response, instant
gratification “living life through shortcuts” MTV
Real time problem solving
 Real time expectations
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4. “Digital communications is a
destabilizing force in a bureaucratic
environment. And I am sitting right
in the middle of a bureaucratic
environment.’”
Senior corporate communications director
“We’re not set up for this shit”
UK CEO
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5. DRAMATISING INSTITUTIONS’
STRUCTURAL, OPERATIONAL & CULTURAL
WEAKNESSES
Connected Consumer meets Disconnected Institution
Social media as disruptive force
Social media as organisational change
driver
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6. THRIVING BY LOOSENING UP
 Operational & cultural traits of successful
organisations
Trusting
Open
Agile
Informal
Collaborative
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7. TIGHT THINKERS NEED NOT APPLY
 Organisations & people that struggle with this
new world
 Hierarchical
 Bureaucratic
 Process oriented
 Distrustful
 Controlling
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8. Get your organisation & culture
right … & the social media will
look after itself
@crowdsurfing
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9. AGENDA - MORNING
9.15 Chair’s Welcome: Martin Thomas, author of Crowd Surfing and Loose
9.30 Keynote: Making Social Part of your DNA
JP Rangaswami, Chief Scientist, Salesforce.com
10.00 How social media can be used internally to achieve an integrated workforce
Emma Roffey, Communications and Digital Marketing Director, Cisco
10.30 Engaging your audience; building long term relationships with brand advocates for measurable success
Fergus Boyd, Head of eBusiness, Virgin Atlantic
11.00 Coffee Break
11.20 Engaging communities – talking about mental health online
Eve Critchley, Digital Officer, Mind
11.50 Social media trends – best and next practices
Kerry Bridge, Social Media Manager, Global MB, Dell
Neville Hobson, For Immediate Release
12.20 Panel session: is social media more than just a marketing concern?
Kerry Bridge, Social Media Manager, Global MB, Dell
Eve Critchley, Digital Officer, Mind
David Gauld, Partner Manager, FreeAgent
Jeremy Waite
13.00 Lunch Break
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10. AGENDA - AFTERNOON
14.00 The Road Map to ROI; how companies are evolving social monitoring to social measurement and demonstrating ROI
Jacqui Taylor, CEO & Co-founder, FlyingBinary
14.30 Are you listening? Real Time Measurement and Monitoring
Andrew Walker, Co-Founder and Chief Innovation Officer, Tweetminster
15.00 The Social Data Pipeline: how to build the brand graph and what to do with it
Jake Steadman, Head of Social Media Insight, Business Intelligence, O2
Francesco D’Orazio, Research Director and Head of Social Media, Face
15.30 Coffee Break
15.45 Dissolving boundaries – using twitter from a customer service perspective and as a lever for other parts of the organisation
Robert Wint, Head of Digital Marketing UK Retail and Business Banking, Barclays Bank plc
16.15 The Big Debate: Who owns Social – Marketing, PR or Advertising?
Gianni Catalfamo, European Director, Digital & Social, KetchumPleon
Neil Kleiner, Head of Social Media, Havas Media
Robin Grant, Global Managing Director, We Are Social
Nadya Powell, Director of Social & Emerging Behaviour, Dare
17.00 Chairman’s round up and close of conference
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11. CHARITIES
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12. GET CONNECTED
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Tweet using the hashtag #smwdna
Check-in on Foursquare
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Engage on Lanyrd: lanyrd.com/sptdc
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