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Twitter & Real Time Cultural & Organisational Challenge

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Martin Thomas
Martin Thomas

Presentation at Twitter conference in Manchester (5th October 2011)

BusinessTechnologie
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How Twitter is forcing institutions to meet cultural & organisational challenges of a real time world Martin Thomas @crowdsurfing
Organisational & Cultural Challenge ,[object Object],Real time problem solving  Real time expectations Instant access, instant response, instant gratification “living life through shortcuts” MTV “ The trouble with McDonald’s is it’s too bloody slow” ,[object Object]
Organisational & Cultural Challenge ,[object Object],Connected Consumer meets Disconnected Institution
“ 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
Why Many Institutions Struggle ,[object Object],* Critical response time for responding to negative comments * Critical response time for responding to negative comments 10 minutes 60 minutes
Thriving by Loosening Up ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tight Thinkers Need Not Apply ,[object Object],[object Object],[object Object],[object Object],[object Object],“ the approval time for each Tweet, by the time it had gone through compliance and tone of voice, used to be 10 days”
1. Trusting ,[object Object],[object Object],[object Object]
Nordstrom Revisited “ Prescriptive rules have the effect of infantilising staff & make it harder for them to adapt to different situations. This goes as much for digital communications as for selling socks … Like the Nordstrom handbook we’re trusting staff to follow the spirit, not just the letter, of our guidelines” Meg Pickard, writing about The Guardian’s new social media guidelines, November 2010
A Trusting Organisation ,[object Object]
Accepting, Anticipating & Even Leveraging Mistakes
Which doesn’t mean having to tolerate flagrant abuses
2. Open ,[object Object],[object Object]
Openness is … ,[object Object],[object Object],[object Object]
Openness is … Non Negotiable Social Media is No Respecter of Secrets
Openness is … Non Negotiable “ For brands, Twitter is an option. For public services, it’s an obligation”
3. Agile ,[object Object]
4. Informal ,[object Object]
Informal Access O2 Twinterviews with senior management  500+ new followers every time
Authenticity More Important Than Production Values
5. Collaborative ,[object Object],[object Object]
Numbers are Compelling ,[object Object],[object Object],* McKinsey 2010
The Power of Communities Create Content Solve Problems Collaborate Contribute Ideas
The Power of Communities
Thriving by Loosening Up ,[object Object],[object Object],[object Object],[object Object],[object Object]
@crowdsurfing Get your organisation & culture right … & the tweets will look after themselves

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Twitter & Real Time Cultural & Organisational Challenge

  • 1. How Twitter is forcing institutions to meet cultural & organisational challenges of a real time world Martin Thomas @crowdsurfing
  • 2.
  • 3.
  • 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
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. Nordstrom Revisited “ Prescriptive rules have the effect of infantilising staff & make it harder for them to adapt to different situations. This goes as much for digital communications as for selling socks … Like the Nordstrom handbook we’re trusting staff to follow the spirit, not just the letter, of our guidelines” Meg Pickard, writing about The Guardian’s new social media guidelines, November 2010
  • 10.
  • 11. Accepting, Anticipating & Even Leveraging Mistakes
  • 12. Which doesn’t mean having to tolerate flagrant abuses
  • 13.
  • 14.
  • 15. Openness is … Non Negotiable Social Media is No Respecter of Secrets
  • 16. Openness is … Non Negotiable “ For brands, Twitter is an option. For public services, it’s an obligation”
  • 17.
  • 18.
  • 19. Informal Access O2 Twinterviews with senior management  500+ new followers every time
  • 20. Authenticity More Important Than Production Values
  • 21.
  • 22.
  • 23. The Power of Communities Create Content Solve Problems Collaborate Contribute Ideas
  • 24. The Power of Communities
  • 25.
  • 26. @crowdsurfing Get your organisation & culture right … & the tweets will look after themselves