33
IAB TRAINING SERIES OVERCOMING SOCIAL TRANSFORMATION BARRIERS IN YOUR ORGANIZATION 20 APRIL 2016 • NICK PAN #iabsg #iabsocial
| Date post: | 11-Feb-2017 |
| Category: |
Marketing |
| Upload: | vml-southeast-asia-india |
| View: | 48 times |
| Download: | 3 times |
IAB TRAINING SERIES
OVERCOMING SOCIAL TRANSFORMATION BARRIERS IN YOUR ORGANIZATION 20 APRIL 2016 • NICK PAN
#iabsg #iabsocial
Don’t believe everything you read on the internet. ABRAHAM LINCOLN
SOCIAL MATURITY
CONNECTION COMMUNICATIONS
DECENTRALISED
AD-HOC
COLLABORATION PROBLEM SOLVING
CENTRALLY MANAGED
REACTIVE
OPTIMIZATION PROCESS OPTIMIZATION
DEPARTMENT LED
PROACTIVE
TRANSFORMATION CULTURE TRANSFORMATION
C-SUITE LED
PREDICTIVE
BARRIERS
CONNECTION COMMUNICATIONS
DECENTRALISED
AD-HOC
COLLABORATION PROBLEM SOLVING
CENTRALLY MANAGED
REACTIVE
OPTIMIZATION PROCESS OPTIMIZATION
DEPARTMENT LED
PROACTIVE
TRANSFORMATION CULTURE TRANSFORMATION
C-SUITE LED
PREDICTIVE
! ! ! !
“The Bosses don’t think Social is that
important.” “Who’s baby is it going to be?.”
“Social don’t bring tangible benefits”
“We’ve got to go through legal first.”
“Social is going to upset how things are
done.”
“The Bosses don’t think Social is that important.”
MANAGEMENT BUY IN
MANAGEMENT BUY IN
• Show what others are doing SOCIALBAKERS STATISTICS
Show what others are doing SOCIALBAKERS STATISTICS
Source: socialbakers.com/resources/reports/singapore/2016/march/
MANAGEMENT BUY IN
• Show what others are doing SOCIALBAKERS STATISTICS
• Show potential audience size FACEBOOK AUDIENCE INSIGHTS
Show potential audience size FACEBOOK AUDIENCE INSIGHTS
Source: www.facebook.com/ads/audience-insights/
MANAGEMENT BUY IN
• Show what others are doing SOCIALBAKERS STATISTICS
• Show potential audience size FACEBOOK AUDIENCE INSIGHTS
• Invite agencies to make the case
Invite agencies to make the case
“Who’s baby is it going to be?.”
CROSS TEAMS OWNERSHIP
CROSS TEAMS OWNERSHIP
• Share opportunities MENTION.COM SOCIAL LISTENTING
Share opportunities MENTION.COM SOCIAL LISTENING
Source: mention.com
CROSS TEAMS OWNERSHIP
• Share opportunities MENTION.COM SOCIAL LISTENTING
• Run workshops
Run workshops
CROSS TEAMS OWNERSHIP
• Share opportunities MENTION.COM SOCIAL LISTENTING
• Run workshops
• Management Mandate
Management Mandate
Dear Colleagues, Social media is no longer the wave of the future. It is already a state-of-the-art intelligence and communication tool that surpasses many traditional approaches when engaging customers and stakeholders. As of today, we at Red Wine International embrace this change and will relook into how we operate and engage our customers across all departments, organisational functions and how we think strategically in this competitive global climate. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Nick Pan CEO, Red Wine International
“Social don’t bring tangible benefits”
MEASURING SUCCESS
MEASURING SUCCESS • Case Studies
FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER
Case Studies FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER
Source: facebook.com/business/success, business.instagram.com, business.twitter.com/success-stories, business.linkedin.com/marketing-solutions/social-media-case-studies
MEASURING SUCCESS • Case Studies
FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER
• Measurement
Models POSE MODEL, SOCIALBAKERS SOCIAL HEALTH INDEX
Measurements Models POSE MODEL, SOCIAL HEALTH INDEX
Source: https://metricsman.wordpress.com/category/social-media-measurement/ http://www.socialbakers.com/blog/2285-the-social-health-index-a-new-way-to-measure-social-performance (paid)
“Social is going to upset how things are done.”
UNLEARN & RELEARN
UNLEARN & RELEARN
• Challenge Assumptions RUN WORKSHOPS
Challenge Assumptions RUN WORKSHOPS
Source: Forrester.com
UNLEARN & RELEARN
• Challenge Assumptions RUN WORKSHOPS
• Training IAB TRAINING SERIES
Training IAB TRAINING SERIES
UNLEARN & RELEARN
• Challenge Assumptions RUN WORKSHOPS
• Training IAB TRAINING SERIES
• Culture of Sharing SIC EMAILS, BROWN BAG
Culture of Sharing SIC EMAILS, BROWN BAG
“We’ve got to go through legal first.”
REAL-TIME MARKETING
REAL-TIME MARKETING
• Redefine Processes
Redefine Processes
Source: Edelman
APPROVE
POST
AMPLIFY
MEASURE
OPTIMIZE CHOOSE A TREND
SPOT A TREND
DEVELOP CONCEPT 2 HOUR
CYCLE
REAL-TIME MARKETING
• Redefine Processes
• Empowerment
Empowerment
REAL-TIME MARKETING
• Redefine Processes
• Empowerment
• Start with a Pilot
Start with a Pilot
MANAGEMENT BUY IN
CROSS TEAMS OWNERSHIP
MEASURING SUCCESS
UNLEARN & RELEARN
REAL-TIME MARKETING
• Show what others are doing SOCIALBAKERS STATISTICS
• Show potential audience size FACEBOOK AUDIENCE INSIGHTS
• Invite agencies to make the case
• Share opportunities MENTION.COM SOCIAL LISTENTING
• Run workshops
• Management Mandate
• Case Studies FACEBOOK, INSTAGRAM, LINKEDIN, TWITTER
• Measurement Models POSE MODEL, SOCIALBAKERS SOCIAL HEALTH INDEX
• Challenge Assumptions RUN WORKSHOPS
• Training IAB TRAINING SERIES
• Culture of Sharing SIC EMAILS, BROWN BAG
• Redefine Processes
• Empowerment
• Start with a Pilot
What are some barriers you face in your organisation?
In theory, there is no difference between theory and practice. But, in practice, there is.
