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
hAp://www.flickr.com/photos/gakige/794679702/
Most facebook pages are
toothless tigers

5. Corporate
Culture
VS
Social
CRM

6. Hierarchy
è Network
Hierarchical structures don’t
work in this new
environment

7. Total
Control
è Trust
§ Let
go
of
that
stupid
“Our
employees
can‘t
be
trusted…”
§ Tap
into
the
potenUal
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. InformaUon
Silos
è Transparency
§ Know
more
than
your
customers
§ InformaUon
from
every
department
could
be
important
§ Don’t
play
hide
and
seek
=>
Central
point
of
InformaUon
There is no such thing as
too much information

9. Perfect
è 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
è 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
è
Network
§ Total
control
è
Culture
of
trust
§ InformaUon
Silos
è
Transparency
§ As
Always
&
Perfect
è
Culture
of
learning

12. IT
&
Security
©
Camknows
@
flickr
hAp://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
collaboraUon
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
experUse
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
moUvated
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
ScienUst,
Zappos