Commerce bank st louis solutions series april 2012

Linda Locke

Principal

Managing in a Wired World

24 April 2012

One word describes the business environment in 2012

Risk is predictable, if….• You know your stakeholders

• You understand what drives their perceptions

• You are aware of their values

• You listen to them FLUXFLUX

Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012

Look at what’s changed recently

BlockbusterFacebook Borders Kodak


Not just another garden-variety Tulip Mania bubble…

Startups valued at $200MM +

AirbnbAirbnb

DropboxDropbox

FlipboardFlipboard FoursquareFoursquare

Gilt GroupeGilt GroupeSpotifySpotify

RovioRovio

FacebookFacebook LinkedInLinkedIn


Look at what’s changed recently

Five years ago

three companies

controlled two-thirds

of the smart phone market:

Nokia, RIM, Motorola


You can mine the information environment


By carefully dissecting relevant, credible social media,

you can create direct and indirect experiences

with stakeholders

Listening: The key to preventing, mitigating risk

Corporate initiatives and messaging

Stakeholder experiences

Third party conversations

Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: Tony Sardella

Myths of social media

All it takes is a Facebook page to become social

Hiring one kid means you have a social presence

Your intranet makes the organization collaborative

Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: Forbes March 2012

It’s not about likes, hits, or followers

It’s about strategy, culture, technology

Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: Forbes Mark Fidelman March 2012

Personal60%

Personal60%

Experimental30%

Experimental30%

Participating9%

Participating9%

Strategic1%

Strategic1%

Social Business Maturity ModelSocial Business Maturity Model

Ad hoc Awareness Integrated OptimizedAd hoc Awareness Integrated Optimized

Social business framework for the optimized 1%

Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: Forbes Mark Fidelman March 2012

PeoplePeople

GovernanceGovernance InitiativesInitiatives

InfrastructureInfrastructure

It’s about employees having a greater impact on your success


Secrets of the successful social organizations

• No retribution: Empower employees to experiment

• Make subject matter experts your heroes• Enlist your partners, suppliers• Align the organization to communicate,

collaborate• Connect with thought leaders• Get tools to listen• Think about mobility


Getting started

• Understand the landscape: what is being said about you now• Create a virtual team to identify initiatives• Think about what stakeholders expect• Personalize bios, photos• Customize for areas like customer service• Listen, understand, engage


Key steps in acting social

• Determine drivers for each group

• Identify emotions

• Map channels with impact

• Identify activities causing risk

• Link to business strategy

• Build internal collaboration

• Engage with stakeholders

• Communicate what matters


Case study 1: Examining the perceptions of all stakeholders …

Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: evolve24

Case study 1: Diagnosing a problem

• Reputare Consulting LLC / Managing in a Wired World © Reputare Consulting 2012 Source: evolve24


Case study 2: Understanding impact of an event


Case study 3: Impact of marketing initiatives

Commercials

Privacy Boat safety video


Case study 4: Finding risk


Banking Fees

Consumer Debt


Case study 5: Finding influencers



Case study 6: Understanding emotional connection

Media Analytics


Case study 7: Applying social media to business strategy


Rx for success in the social world

Risk is predictable, if….• You know your stakeholders

• You understand what drives their perceptions

• You are aware of their values

• You listen to them

Behave well;Communicate what matters

Behave well;Communicate what matters


We help you understand whether your company is trusted, and what you should do next.

Corporate reputation consultingStrategy

Measurement

Internal Alignment

Setting the Risk Agenda

Creating the Reputation Platform

External Engagement

Strategic Communications

Crisis Management

Executive Communications

Reputation Planning, Staffing

Corporate Responsibility/Citizenship

Linda Locke

Principal

[email protected]

Twitter: Reputationista

Thank you.

mailto:[email protected]

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